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franklinozekhome
Decoding
Millennials In Nigeria
A briefing on the Nigerian youth market & pop-culture
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one of the worlds fastest growing
mobile communications market
icrossing.com
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AGE GRPPopula t ionboth sexes
PopulationMale
PopulationFemale
PercentBoth
SexesTotal (All A ges) 140,765,768 70,108,289 70,657,479 100.0%
0 - 4 21,304,234 10,731,929 10,572,305 15.1%5 - 9 17,685,859 8,911,126 8,774,733 12.6%
10 - 14 15,518,616 7,822,125 7,696,491 11.0%15 - 19 13,615,584 6,867,512 6,748,072 9.7%20 - 24 12,201,811 6,167,626 6,034,185 8.7%25 - 29 10,284,594 5,235,608 5,048,986 7.3%30 - 34 8,135,658 4,205,987 3,929,671 5.8%35 - 39 6,634,150 3,427,358 3,206,792 4.7%40 - 44 5,488,984 2,814,948 2,674,036 3.9%45 - 49 4,502,344 2,314,317 2,188,027 3.2%50 - 54 3,774,988 1,908,069 1,866,919 2.7%55 - 59 3,216,615 1,604,919 1,611,696 2.3%60 - 64 2,472,275 1,222,647 1,249,628 1.8%65 - 69 1,774,303 860,160 914,143 1.3%70 - 74 1,164,689 554,218 610,471 0.8%75 - 79 642,574 300,605 341,969 0.5%
80+ 348,490 159,135 189,355 0.2%
media age of 18
70% under 30 years
investor-reports.com
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Generation Y
mobile youths of the new millenniumalways in search of something more
have more attitudeneed more motivation from brands
require more ownership
The Millennials
the millennials
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love brands that
enable andempower them
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And they want people to take notice!
they want to live their lives now
and they want people to take notice
Drake
Lady Gaga
Agbani Darego
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and have other desires
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identity is it
www.felaonbroadway.com
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has a world view
progressive & entrepreneurial
very optimistic
has a genuine hunger to be
part of the global community
the average nigerian
a native of nigeria; citizen of the world
Nigerian Hip-hop superstar DBanj
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exponential growth witnessed
in the fashion industryTyson Beckford walks the runway for ThisDay AriseMagazine Show , at New York Fashion Week/ Modelpresents creation of Deola Sagoe Bella Naija.
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the nigerian movie industry has
grown at a phenomenal rate
Nollywood actress Genevieve Nnaji
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music consumption isbecoming increasingly local
whilst nigerian stars are dominatingthe international music scene
DBanj
Lagbaja
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passionate about soccer
Nigerias Super Eagles
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comedianshave become
brand ambassadors
Comedian Basketmouth
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what these allmeans
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1. ideas rule: stand for something
its all about making connections
Hip-hop's hottest female star Nicki Minaj aka Black Barbie
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2. the future belongs to the youths
trendsettersnot bound by conventions
Getty Images
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achievementinner satisfactioncontentment
3. consumers want to self actualize
Model:Oluchi Onweagba
Actor:Chiwetel Ejiofor
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love social networking; being in company of friends, peers andcolleagues
want to achieve more in their lives want to share special moments with family and loved ones express themselves as they wish
lifestyle
Getty Images
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insightswant a hassle-free simple life andto focus on the things they enjoy
value identity, culture and tradition
desire new experiences everyday to feel inspired
value freedom + control
want to live in a world where dreams come true;optimistic about the future
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InstantGrass
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Decoding Millennials in Nigeria is a comprehensive 50+ page 2010 Trend Report on the Nigerianyouth market & pop-culture. The report comes fully packaged with in-depth market analysis,photos,video links, and refreshing perspectives from the point-of-view of mobile youths in Nigeria.
For more info about customized trend reports , contact franklinozekhome@gmail.com.
Decoding Millennials in Nigeria I franklinozekhome@me.com I +1 347.283.0951
Facebook + Twitter I @donniefranklin I +1 646.508.3507
future next?
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needinspiration ?cool ideas
?
trend report ?new business ?
digital planning ?visual mapping ?
consumer insights ?
franklinozekhome@me.com
mailto:franklinozekhome@me.commailto:franklinozekhome@me.com8/8/2019 Decoding Millennials in Nigeria
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insidethe mindof a m/ad man
franklinozekhome is a strategic planner, trendspotter, and a student of culture and brands. A leading authority + keynote speaker on youthmarketing, digital trends, and Nigerian marketnomics , he was recentlynominated by The Future Awards as 2010 Business Professional of theYear. Ozekhome previously held senior planning roles at InsightGreyand McCann Erickson, and has spent over a decade advising leadingcompanies and brands like Visa, Samsung, Total, PepsiCo, Heineken,British American Tobacco, MTN, Access Bank, GSK and Emirates Airline.
He is the Founder + Chief StoryTelling Officer of Identiture , a New Yorkbased strategic planning consultancy.
Follow his rants, raves and tantrums onTwitter @Donniefranklin.
www.franklinozekhome.com
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say hello franklinozekhome 2010