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Tuesday, April 29, 2014

Nigeria Internet Usage: Digital immigrants more active than netizens - Twinpine

Contrary to popular believes, ‘Digital Immigrantsgeneration of internet users in Nigeria are becoming more active than the netizens, according to the latest Twinpine Research made available to ITRealms.

Digital immigrants, ITRealms reports are known as individuals who were born before the existence of digital technology and adopted it to some extent later in life. The opposite is the ‘digital natives’ who are persons born during or after the general introduction of digital technologies and through interacting with digital technology from an early age, and purported to have a greater understanding of its concepts, according to Wikipedia.

The study, ITRealms gathered is a comparative taken from about 22,000 respondents which showed that internet users between the ages of 33 and 53 years known as Generation X; were more active on the internet when matched against their counterparts aged 19 and 32 years of age otherwise known as Generation Y.

Speaking on the findings, Research Lead at Twinpine, Ms. Eniola Moronfolu said this paints a different picture from the generally accepted idea that the internet is the medium of the younger generation.

“This knowledge is an eye opener and shows how trends in internet usage are taking shape among consumers. This also means that marketing efforts can be more effectively targeted to reach the right demographics,” she said.

She pointed out that the activities which topped the list in terms of frequency of use for Generation X, were the use of search engines for research; News on current affairs, lifestyle, entertainment and sports; and online shopping.

Citing an instance with the research findings which she said showed that 50 per cent more people between the ages of 33-53, regularly purchased goods and services online and 6 per cent more of this demographic were more likely to share information on social media or lodge a complaint about a product or service via social media.

She emphasised that the probable factors for the increased usage by this age bracket include higher spending power not only in purchasing advanced mobile devices, but also to purchase bigger data bundles as well as goods and services online.

Noting that though the gap was still not very wide, the figures predict a trend of growth which would affect the way both advertisers and digital marketers approach targeting and segmentation of consumers based on the type of media they consume.

ITRealms recalls that Twinpine Networks runs a major mobile advertising network across Africa and carries out periodic research on internet usage across multiple platforms through the support of partners within and outside Nigeria.

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