24%
of Nigerian consumers ignoring brands online – Kantar TNS
…Instagram, Snapchat usage soar
Nigerian consumers are turning their back on branded content as 24% ‘actively ignore’ social posts or advertisements from brands
Snapchat and Instagram usage soars as about 1 in 5 of Nigerian internet-users are on Snapchat whilst two in five use Instagram as
photos and memories dominate online content
Young Nigerians lead the way on social with nearly half of Snapchat’s monthly users sharing ‘in-the-moment’ content aged between
16 and 24
Rise of the ‘Insta-Gran’ continues with 34%Nigerianinternet users aged 55 – 65 now
Nigerian consumers are turning their back on brands as 24% of respondents in Nigeria ‘actively ignore’ social posts or
content while 34% feel constantly followed by online advertising, despite soaring usage of popular social media platforms
such as Snapchat and Instagram.
Globally, skepticism is highest in Scandinavian countries with 57% of respondents in both Sweden and Denmark stating they
actively ignore content from brands. At the other end of the scale, just 15% of those in Saudi Arabia and 19% of Brazilians
would avoid branded content. China and South Africa sit closer to the global average with 24% and 26% of respondents
expressing cynicism, respectively.
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