MEDIA HABITS OF NIGERIAN MOBILE SUBSCRIBERS.

The media and its various disseminating channels are dynamic. This was sparked off by the mobile
phone which has risen to become the lifestyle device with the greatest impact on the mobile
consumers in Nigeria. The mobile phone is the most widely used and patronized medium amongst
mobile subscribers.
Majority of respondents interviewed make use of their phones more than they watch television,
listen to radio, browse the internet or read newspapers. The media has become the most
beneficiary in the turn of events since media advertising has risen to a level and intensity never
experienced in this environment.
The study compares the use of the mobile with other media devices and is a vital tool to
understanding consumer behavior, attitudes, preferences and habits. This single phenomenon has
had the greatest impact on the lives of Nigerians these past three years since it was introduced. A
remarkable teledencity is showcased by the dramatic growth of ownership of phone lines from
barely 500,000 to nearly 15,000,000 in three years. Thus, placing Nigeria as the foremost growing
telecom markets in the world.
Mobile phones in Nigeria have become indispensable business partners, facilitators of
relationships, and in many ways, trusted companions. From the basic need of enabling voice
communications, to the growing configuration of Value Added Services, the impact of the mobile
phone in Nigeria’s socio-economic fabric continues to grow. Knowing who the consumer is, where
he is located, and how to reach him have become imperatives in winning the GSM media war. To
create effective brand differentiation that will ensure consumer preference, marketers must have a
deep understanding of consumers, their lifestyles, service preferences, usage patterns, price
sensitivity, and their expectations of service and its providers.

CONTENTS
1. About eShekels………………………………………………………………...2
2. Acknowledgement………………………………………………….………….3
3. Foreword………………………………………………………………….……..4
4. Table of Contents…………………………………………………………..…..5
5. List of Figures, Tables and Appendices…………………………………...6
6. Introduction………………………………………………………………..…...9
7. Methodology……………………………………………………………….…..12
8. Demographics of Respondent Mobile Subscribers…………………….13
9. Habits & Attitudes of Mobile Subscribers…………………………….....14
- Most patronized information channel……………………..…….14
- Motivation for use of mediums……………………………………15
- Most indispensable ‘buddie’ for outings………………………..16
- Most patronized television station……………………………….17
- Most watched TV program………………………………………...18
- Top dailies of GSM subscribers…………………………………..21
- Top magazines of GSM subscribers……………………………..22
- Operator logo appeal amongst GSM subscribers………………...25
- Favorite colors of mobile subscribers……………………………....27
- Top brands amongst mobile subscribers…………………………..29
10. Preferences of Mobile Subscribers……………………………………………30
- Preferred service provider……………………………………………..30
 - Rating of selected parameters for determining preference………34
- Awareness source for mobile line purchase………………………..36
- Most patronized outlet for recharge cards sales…………………...45
11. Preferences and Demand for New Services……………………………….....52
- Demand for mobile content and internet services…………………52
- Willingness to pay for content…………………………………………56
- Amount subscribers are willing to pay for desired content……...59
- Accruable income to service providers on mobile content………60
- Internet access amongst mobile subscribers………………………65
- Time spent weekly on the internet by mobile subscribers………67
- Mobile internet desire…………………………………………………..71
12. Conclusion…………………………………………………………………………76
13. Appendix……………………………………………………………………..........77

LIST OF FIGURES AND TABLES

Figure 1: Organogram of Project
Figure 2: Demographics of Respondents
Figure 3: Most patronized information medium
Figure 4: Indispensable buddy for outings
Figure 5: Most watched TV stations
Figure 6: Most watched TV programmes
Figure 7: Top dailies of mobile subscribers
Figure 8: Top magazines of mobile subscribers
Figure 10: Device usage–gender
Figure 11: Operator logo appeal
Figure 12: Operator logo appeal–gender
Figure 13: Operator logo appeal–age
Figure 14: Favourite colours of mobile subscribers
Figure 15: Favourite colours of mobile subscribers–gender
Figure 16: Top brands amongst mobile subscribers
Figure 17: Preferred service provider
Figure 18: Preferred service provider–gender
Figure 19: Preferred service provider–age
Figure 20: Rating of coverage of service providers
Figure 21: Rating of promotions of service providers
Figure 22: Rating of SMS services of service providers
Figure 23: Awareness source for mobile line purchase
Figure 24: Awareness source for mobile line purchase–media vs. others
Figure 25: Awareness source for mobile line purchase–gender (media vs. others)
Figure 26: Awareness source for mobile line purchase–age (media vs. others)
Figure 27: Awareness source for mobile line purchase–region (media vs. others)
Figure 28: Patronage of recharge cards sales outlets
Figure 29: Patronage of recharge cards sales outlets–gender
Figure 30: Patronage of recharge cards sales outlets–age
Figure 31: Patronage of recharge cards sales outlets–income
Figure 32: Patronage of recharge cards sales outlets–region
Figure 33: Mobile content demand
Figure 34: Mobile content demand–gender
Figure 35: Willingness to pay for mobile content
Figure 36: Willingness to pay for mobile content–gender
Figure 37: Willingness to pay for mobile content–age
Figure 38: Willingness to pay for mobile content–income
Figure 39: Amount subscribers are willing to pay for mobile content
Figure 40: Amount subscribers are willing to pay for mobile content–gender
Figure 41: Amount subscribers are willing to pay for mobile content–age
Figure 42: Amount subscribers are willing to pay for mobile content–income
Figure 43: Internet Access amongst mobile subscribers
Figure 44: Internet access amongst mobile subscribers–gender
Figure 45: Internet access amongst mobile subscribers–age
Figure 46: Internet access amongst mobile subscribers–income
Figure 47: Weekly internet time of mobile subscribers
Figure 48: Weekly internet time of mobile subscribers–gender
Figure 49: Weekly internet time of mobile subscribers–age
Figure 50: Weekly internet time of mobile subscribers–income
Figure 51: Mobile internet desire
Figure 52: Mobile internet desire–gender
Figure 53: Mobile internet desire–age
Figure 54: Mobile internet desire–income

TABLES
Table 1: Device usage–income
Table 2: Device usage–age
Table 3: Preferred service provider–gender
Table 4: Preferred service provider–age
Table 5: Preferred service provider–income
Table 6: Awareness source for mobile line purchase–gender
Table 7: Awareness source for mobile line purchase–age
Table 8: Awareness source for mobile line purchase–income
Table 9: Awareness source for mobile line purchase–income (media vs. others)
Table 10: Awareness source for mobile line purchase–region
Table 11: Recharge cards sales outlets–gender
Table 12: Recharge cards sales outlets–age
Table 13: Recharge cards sales outlets–income
Table 14: Recharge cards sales outlets–region
Table 15: Mobile content desire–age
Table 16: Mobile content desire–gender
Table 17: Mobile content desire–income
Table 18: Amount subscribers are willing to pay for mobile content–gender
Table 19: Amount subscribers are willing to pay for mobile content–age
Table 20: Amount subscribers are willing to pay for mobile content–income
Table 21: Internet access amongst mobile subscribers–age
Table 22: Internet access amongst mobile subscribers–income
APPENDICES
Appendix 1: Accruable income from content demand
Appendix 2: Most watched TV station per age
Appendix 3: Most watched TV programmes per state
Appendix 4: Device patronage per household size
Appendix 5: Device patronage per region
Appendix 6: Device patronage per state

COMPANIES MENTIONED
NTA, AIT, Channels, RSTV, MTN, Vmobile, M-tel, Globacom, Tell, Hints, Ovation, Newswatch,
Hearts,

EXECUTIVE SUMMARY
Nigeria is the world’s fastest growing telecoms market. This change also came with phenomenal
growth. Though the market remains relatively young in terms of service and development, it is
rapidly growing on the basis of fresh demand by mobile consumer for mobile content. The
audience has grown not only to a large one but has become very sophisticated.
For a country as big and complex as Nigeria, the picture of the future by is made clearer by
projecting accruable income derivable from effective exploitation of content delivery opportunities.
The study is an indispensable planning tool for all stakeholders in the mobile telephone industry
namely; marketers, brand communicators, media owners, content developers, government
regulators and economic planners.