Facebook’s daily users more in Nigeria than South Africa, Kenya, others

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At least 7.1 million people use Facebook daily in Nigeria, making the country Africa’s biggest user of the social media platform, new statistics released by the company, Thursday, show.

Facebook released the data less than one week after Twitter opened its doors to Nigerian advertisers.

Nigerian Facebook users top Kenya’s 2.2 million daily users and make up the bulk of 120 million active users of Facebook in Africa, as at the end of June 2015.

The Facebook data shows that 100 percent of its 15 million active monthly users in Nigeria do so on their mobile phones, while 95 percent of the 4.5 million monthly users work the social network from their mobile.

The data emphasises the growing mobile-first trend in the digital services niche in Africa, where most users rely on 3G connectivity offered as addons to GSM call services.

Complementary data released by NIgeria’s National Communication Commission back in April showed that the number of Nigerians accessing the internet using their mobile phones had hit 80.3 million.

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“Mobile is not a trend; it’s the fastest adoption of disruptive technology in history of communication,” Nunu Ntshingila, newly appointed Head of Africa at Facebook, said. “It’s also an incredibly personal device regardless of where a person lives or how they connect, and businesses need to reach people where they are, not where they were, in an authentic, personal and relevant way.”

A public relations expert and founder of Media Insights, Adeshola Komolafe, said the figures released are expected and encouraging. She said the media industry is changing rapidly, powered by the growth of the Nigerian smartphone culture, and forcing lower advertising cost with higher reach and precise targeting.

“This is good news,” she said. “Media buyers need to increasingly understand the importance of digital media.

The Nigerian digital space is expanding rapidly, and so is the competition for the eyes of digital media users.

Major social media platforms are opening up their advertising portals to the Nigerian digital market, a niche hitherto enjoyed exclusively by Facebook and Google.

Only last week, Twitter opened its advertising channel to Nigerian buyers allowing the use of local addresses and credit cards to purchase ad spaces on Twitter.

Facebook’s usage and engagement – Key Statistics

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Global: Q2 2015

•       Daily active users (DAUs) – DAUs were 968 million on average for June 2015, an increase of 17% year-over-year. Now 65% of monthly active users are also daily active users.

•       Mobile DAUs – Mobile DAUs were 844 million on average for June 2015, an increase of 29% year-over-year.

•       Monthly active users (MAUs) – MAUs were 1.49 billion as of June 30, 2015, an increase of 13% year-over-year. (This is half of the world’s internet population of 3B)

•       Mobile MAUs – Mobile MAUs were 1.31 billion as of June 30, 2015, an increase of 23% year- over-year.

•       Time spent: Across Facebook, Messenger and Instagram, people are now spending more than 46 minutes per day on average.

•       65% of people who use Facebook come back every day.

Nigeria: Q2 2015

•       7.1 million total daily active users (DAUs)

•       6.9 million mobile DAU

•       15 million total monthly active users (MAUs)

•       15 million mobile MAU (100% of MAUs)

South Africa: Q2 2015

•       7.3 million total daily active users (DAUs)

•       7 million mobile DAU

•       12 million total monthly active users (MAUs)

•       12 million mobile MAU (100% of MAUs)

Kenya: Q2 2015

•       2.2 million total daily active users (DAUs)

•       2.1  million mobile DAU

•       4.5 million total monthly active users (MAUs)

•       4.3 million mobile MAU (95% of MAUs)

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