The “Mass-Affluent” Nigerian Consumer

This report is the first of our Affluent Consumer series covering countries across the African continent.

It provides a detailed description of mass affluent households in Nigeria (households with a monthly household income above USD 1,000). The report probes the lifestyle of mass-affluent consumers, offering statistics and analyses on key topics such as income and expenditures, equipment ownership and assets, savings and financial services, shopping behaviors / channel visited, mobile, Internet and TV behaviors,…

The analyses in this publication are derived from field data collected by our own proprietary field staff from an ample sample (N=1,169) during the third quarter of 2013 across several large Nigeria cities.

Key elements available in this publication

  • Penetration of financial services and key assets owned, including housing
  • Daily transportation habits, including type of car used, and travel habits in Nigeria and beyond
  • Penetration of food categories and type of stores visited by category (food and non-food)
  • Ownership of hi-tech goods and home appliances
  • Leisure activities and preferred media
  • Going-out activities and preferred alcohol beverages and brands

Professionals will use this publication

  • To formulate strategies to expand in Nigeria and to understand the behaviors of mass-affluent households
  • 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

Table of contents

The full table of contents, with the list of all tables and figures, is available here.

Publication format

  • PDF document
  • 43 pages