Target audience: eReader owners in Nigeria

Selected insights on target group: eReader owners in Nigeria

• Many ereader owners have a high annual household income
• An honest and respectable life has less importance to ereader owners than to the average onliner
• Fashion and beauty are relatively prevalent interests of ereader owners
• eReader owners are more likely to have writing as a hobby than the average onliner
• eReader owners remember seeing ads in newsletters more often than the average onliner

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Nigeria
• Gender of consumers in Nigeria
• Consumer’s level of education in Nigeria
• Share of consumers in Nigeria in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Nigeria live
• Communities where consumers live in Nigeria

• Most important aspects of life for consumers in Nigeria
• Top 10 interests of ereader owners in Nigeria
• Top 10 hobbies and leisure activities of ereader owners in Nigeria

• Agreement with statements in Nigeria
• The 10 most important issues facing Nigeria according to ereader owners
• Political attitudes of consumers in Nigeria

• Top 10 places where ereader owners in Nigeria have come across digital advertising in the past 4 weeks
• Devices consumers in Nigeria use regularly to access the internet
• Social media activities in Nigeria by type
• Places where consumers in Nigeria have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Nigeria have been using in the past 4 weeks