IMG_18122017_121922_0

This report is part of our Consumer Profiles series covering all large cities across the African continent.

It provides a detailed description of the consumption behavior of households across Nigeria urban cities (Abuja, Ibadan, Ilorin, Enugu, Lagos and Port Harcourt). It offers statistics and analyses on key topics including income and expenditures, equipment ownership and assets, savings and financial services, shopping behaviors / channel visited, mobile, Internet and TV behaviors,…

The report probes the lifestyle of the different income bracket households in Nigeria and delivers essential insight into the consumption and ownership trends and differences between Socio-Economic Classifications (SEC).

The analyses in this publication are derived from field data collected by our own proprietary field stafffrom an ample sample (N=1,504) during the fourth quarter of 2013 across Nigeria.

Key elements available in this publication:

- Breakdown of the urban Nigeria population by income bracket
- Average income of households, including spending, saving and give-away behavior
- Penetration of banking and insurance products by income bracket
- Ownership trends of durable assets and household goods
- Preferred retail channel used by product category
- Behaviors of mobile and internet usage, and TV access


Professionals will use this publication:

- To formulate strategies to expand in Nigeria and to understand the composition of the urban population and its
different lifestyles
- To understand how to enter the Nigerian market and how to position their products or services
- To assess the different available channels to enter the market
- To calculate the size of market and its potential for growth

Part 1: Methodology

  • Page 7
    • Sample breakdown by gender in % (figure 1)
    • Sample breakdown by age of respondent in % (figure 2)

Part 2: Income and Expenditures

  • Page 9: Split of population of urban Nigeria by income bracket in % in 2013 (figure 3)
  • Page 10: Average size of households in urban Nigeria in number of members (figure 4)
  • Page 11: Breakdown of population by SEC and highest level of education attained in % (figure 5)
  • Page 12: Breakdown of average spending by category and by SEC in 2013 (figure 6)
  • Page 13
    • Population breakdown by type of employment in % (figure 7)
    • Population breakdown by sector of employment in % (figure 8)
  • Page 14
    • Population breakdown by type of employment by SEC in % (figure 9)
    • Population breakdown by sector of employment by SEC in % (figure 10)

Part 3: Ownership and assets

  • Page 16: Breakdown of dwelling ownership by SEC in %  (figure 11)
  • Page 17: Type of dwelling owned or rented by SEC in %  in 2013 (figure 12)
  • Page 18: Ownership (penetration) of household goods in % in 2013 (figure 13)
  • Page 19: Ownership of household goods for SEC A and SEC D % in 2013 (figure 14)

Part 4: Savings and financial services

  • Page 21: Breakdown of average monthly income by SEC and by usage in US Dollars, % in 2013 (figure 15)
  • Page 22
    • Breakdown of main saving motive in % (figure 16)
    • Breakdown of main saving motive by SEC in % (figure 17)
  • Page 23
    • Penetration of bank accounts in % (figure 18)
    • Penetration of bank accounts by SEC in % (figure 19)
  • Page 24
    • Usage of banking services in % of population with bank account (figure 20)
    • Usage of banking services by SEC in % of population with bank account (figure 21)
  • Page 25
    • Penetration of insurance in % (figure 22)
    • Penetration of insurance by SEC in % (figure 23)

Part 5: Shopping behaviors / channel visited

  • Page 27: Retail channel visited in past 4 weeks by SEC in % (figure 24)
  • Page 28
    • Share of retail channels for fruits and vegetables purchases by SEC in % (figure 25)
    • Share of retail channels for grocery products purchases by SEC in % (figure 26)
  • Page 29
    • Share of retail channels for water and soft drink purchases by SEC in % (figure 27)
    • Share of retail channels for dairy purchases by SEC in % (figure 28)
  • Page 30
    • Share of retail channels for shoes and clothes purchases by SEC in % (figure 29)
    • Share of retail channels for personal care products purchases by SEC in % (figure 30)
  • Page 31: Purchasing frequency for main food and drink products – All SECs (figure 31)
  • Page 32: Purchasing frequency for main food and drink products by SEC – part 1 (figure 32)
  • Page 33: Purchasing frequency for main food and drink products by SEC – part 2 (figure 33)

Part 6: Mobile, internet and TV behaviors

  • Page 34: Penetration of internet by SEC in % in 2013 (figure 35)
  • Page 35: Channels of accessing internet by SEC in % in 2013 (figure 36)
  • Page 36: Breakdown of satellite access by access method in % in 2013 (figure 37)

Not available

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The urban Nigerian consumer (Full report – Pdf)

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Key info

  • Date: April /  2014
  • Countries covered: 
  • Industry: 
  • Format: Pdf
  • Type: Report
  • Pages: 37
  • KeyWords: product / Kenya / Distributors / Retail / Traditional Trade / Modern Trade / Retail landscape

Research team