{"id":2751,"date":"2017-08-29T17:55:58","date_gmt":"2017-08-29T16:55:58","guid":{"rendered":"https:\/\/www.wildfusions.com\/?p=2751"},"modified":"2025-08-04T14:28:46","modified_gmt":"2025-08-04T13:28:46","slug":"mobile-superhighway-mobile-trust-and-other-key-learnings-on-the-nigerian-consumers-path-to-purchase","status":"publish","type":"post","link":"https:\/\/africancampaigns.com\/newwildf\/2017\/08\/29\/mobile-superhighway-mobile-trust-and-other-key-learnings-on-the-nigerian-consumers-path-to-purchase\/","title":{"rendered":"Mobile superhighway, mobile trust and other key learnings on the Nigerian consumers\u2019 path to purchase"},"content":{"rendered":"\t\t
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The mobile superhighway; nothing new about that.<\/p>\n

Nigerians consume digital assets on mobile than anywhere else. What\u2019s new is how more comfortable they have become in transacting on the small screen.<\/span><\/p>\n

From our Q3 2017 research into the Nigerian consumer\u2019s path to purchase, we found that, compared to five years ago, more people trust mobile as a viable transactional tool. It used to be that consumers found products on mobile and go on desktop to have a better look and buy. In 2017, not so much. 22% of surveyed respondents say they eventually make their purchase on mobile. <\/span><\/p>\n

\u201cIt\u2019s scary because it\u2019s new\u201d<\/b><\/h4>\n

It was beyond the scope of our Q3 2017 survey, but we can safely conjecture that the ease of online payment engendered by companies like Paystack and Amplify (and somewhat sheepishly by Quickteller) in Nigeria is partly responsible for the increase in mobile trust. What can take a far bigger chunk of the credit for this mobile trust is time and the increasing familiarity with paying online it brings with it. Paying online was new, shiny and scary in 2012. Things are different now. Everyone and their grandma know about paying online and willingly participate. <\/span><\/p>\n

What else are Nigerian consumers doing online? Find a cliff note summary of our report here, and get a download link at the end of the article: <\/span><\/p>\n

1. All purchase journeys begin with a search!<\/b><\/h4>\n

75% of respondents instinctively use a search engine at moments of obligation<\/span><\/p>\n

2. More people trust mobile as a viable transactional tool <\/b><\/h4>\n

26% of respondents are indifferent to trust issues surrounding mobile transactions. Only 13% remain skeptical.<\/span><\/p>\n

3. The market is where the consumers are<\/b> <\/span><\/h4>\n

51% of respondent are more likely to engage with a brand on social media where they spend a vast chunk of their time.<\/span><\/p>\n

4. Ease, speed, and price are in the running for the new marketing mix <\/b><\/h4>\n

2 in 3 respondents indicate that the ease and speed of interaction plus reasonable pricing influence their decision to purchase.<\/span><\/p>\n

5. Nigerians leave reviews <\/b><\/h4>\n

80% of respondents who shopped on mobile have left reviews and feedback for brands<\/span>.<\/b><\/p>\n

6. Do Nigerians prefer sharing feedback in their circle of influence and on brand websites? <\/b><\/h4>\n

50% of respondents agree.<\/span><\/p>\n

7. Go mobile or go broke <\/b><\/h4>\n

In Nigeria, 80% of internet data is from mobile, and audience doesn’t merely browse their cousin\u2019s graduation pictures on Facebook anymore, they make product consideration decisions on it, too. 25% compare prices on mobile before purchase and 22% eventually make a purchase on mobile. To be relevant is to go mobile.<\/span><\/p>\n

Learn more about how the modern and notoriously connected Nigerian consumer is buying online and how your brand can meet them where they are. <\/span><\/p>\n

Download the paper:<\/span> From intention to decision: Understanding the Nigerian consumer’s mobile path to purchase.<\/span><\/i><\/a><\/p>\n

—<\/p>\n

This article was written by Gbenga Onalaja. Gbenga is an oatmeal-powered Content Strategist at Wild Fusion<\/span><\/a>, Africa\u2019s leading Digital Marketing Agency. He specializes in long-form content, email marketing, SEO, and writing compelling brand stories.<\/p>\n

—<\/p>\n

Featured image by Fazel Mehrad<\/span><\/a> on Unsplash<\/a>. Adaptation by Gbenga Onalaja<\/span><\/span><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The mobile superhighway; nothing new about that. Nigerians consume digital assets on mobile than anywhere else. What\u2019s new is how more comfortable they have become in transacting on the small screen. 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