Digital Classifieds - Nigeria

Nigeria

Highlights

Ad spending in the Digital Classifieds market in Nigeria is forecasted to reach US$6.93m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 4.21%, leading to a projected market volume of US$8.88m by 2030.
When compared globally, the majority of ad spending will originate from China (US$7.66bn in 2024).
The average ad spending per internet user in the General classifieds market is estimated to be US$0.02 in 2024.
Within the Digital Classifieds market in Nigeria, 51% of the total ad spending is estimated to be generated through mobile in 2030.
In Nigeria, the digital classifieds market is rapidly expanding, driven by the increasing internet penetration and the growing popularity of online advertising platforms.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Classifieds market in Nigeria has been experiencing significant growth in recent years. This can be attributed to several factors, including changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In Nigeria, customers have shown a strong preference for online platforms when it comes to buying and selling goods and services. This shift in preference can be attributed to the convenience and accessibility offered by digital classifieds platforms. With the increasing penetration of smartphones and internet connectivity, more Nigerians are turning to online platforms to find and purchase products and services. This trend is further fueled by the ease of use and wide range of options available on digital classifieds platforms.

Trends in the market: One of the key trends in the digital classifieds market in Nigeria is the rise of niche platforms catering to specific industries or categories. As the market becomes more saturated, businesses are looking for ways to differentiate themselves and target specific customer segments. This has led to the emergence of platforms focusing on areas such as real estate, automobiles, jobs, and services. These niche platforms provide a more tailored experience for both buyers and sellers, increasing the overall efficiency and effectiveness of the digital classifieds market. Another trend in the market is the increasing adoption of mobile apps for classifieds. With the majority of Nigerians accessing the internet through their smartphones, mobile apps have become the preferred medium for accessing digital classifieds platforms. This shift towards mobile apps has led to a more seamless and personalized user experience, further driving the growth of the market.

Local special circumstances: Nigeria has a large and growing population, with a significant portion of the population being young and tech-savvy. This demographic profile has played a crucial role in the development of the digital classifieds market. The younger generation, in particular, is more inclined towards using digital platforms for various purposes, including buying and selling goods and services. Additionally, the high rate of urbanization in Nigeria has created a conducive environment for the growth of the digital classifieds market, as more people migrate to cities and seek convenient ways to meet their needs.

Underlying macroeconomic factors: The Nigerian economy has been experiencing steady growth in recent years, which has had a positive impact on the digital classifieds market. As the economy expands, consumer purchasing power increases, leading to higher demand for goods and services. This, in turn, drives the growth of the digital classifieds market as more people look for ways to buy and sell products and services online. Furthermore, the government of Nigeria has been actively promoting digital entrepreneurship and the adoption of technology in various sectors. This has created a favorable environment for the growth of the digital classifieds market, with increased investment and support from both local and international players. In conclusion, the digital classifieds market in Nigeria is experiencing significant growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. With the increasing adoption of online platforms, the market is expected to continue its upward trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital classifieds advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital classifieds advertising fees paid by advertisers to display online jobs, motor, real estate, and general classifieds.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.