Leading online retail marketing group, Jumia Nigeria, has released new report, saying current internet penetration rate in Nigeria is 53 per cent, about 18 per cent faster than other African states.
Rolling out its 2017 report on African Mobile trends study on online marketing with specification on Nigeria, Media Officer for the company, Mrs. Ojuola Asuquo, said that Nigeria has a much higher penetration rate than across Africa of 18 per cent.
According to her, “Nigeria continues its trajectory down the increasingly widening highway that is the mobile internet with a current internet penetration rate of 55 per cent, which is 97.2 million users”.
The study examined how the market had democratised mobile internet use, the consumer behaviours driving increased Smartphone adoption and the role of mobile brands.
Other areas are mobile operators and e-commerce in creating a synergy of an enhanced customer experience.
She said “Nigeria has a much higher penetration rate than across Africa with18 per cent,” stressing that customers who made use of the site with mobile phones, both in items sold and revenue generation continued to be the most popular among Nigerian shoppers on Jumia.
“The sales of Smartphones jumped up by 394 per cent between 2014 and 2016, mostly driven by an increasing range of Smartphones price points.
Jumia report stated that in spite of the high cost of data for browsing; mobile customers consisted of 63 per cent of all orders in Nigeria.
“This year’s Mobile Africa Study was carried out in 15 African countries which generated more than 80 per cent of Africa’s GDP.
“The countries are Nigeria, Algeria, Morocco, Tunisia, Egypt, Mozambique, Ghana, Ivory Coast, Cameroon, Rwanda, Uganda, Tanzania, Kenya and Senegal,’’ she said.
The report added that there were 960 million mobile subscriptions across Africa which was 80 per cent penetration rate among the continent’s population.