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Nigerian Youth Lead In Digital Consumption: A Spotlight On Media Use This Youth Day

Stanislaus Martins Managing Director Alephs West Africa

On November 1, Nigeria celebrates Youth Day, spotlighting the nation’s young population and its unique media and internet habits. With tech and internet access shaping education and opportunities, young Nigerians have quickly become some of the most engaged digital users in Africa. According to research from Aleph Group, over 70% of Nigerian youth aged 16-26 use Facebook, with other platforms like Instagram and Snapchat close behind, while audio streaming services like Spotify and Apple Music have gained significant popularity for uninterrupted and tailored listening experiences. As many as 20% of respondents in this age group spend more than five hours daily on social media, with social media posts proving highly influential in purchasing decisions for nearly half of them.

This year, Nigeria’s Youth Day on November 1 highlights not only the challenges but also the adaptability of Nigerian youth in leveraging digital media and technology. As Aleph Group’s Managing Director for West Africa, Stanislaus Martins, underscores, practical and technological skills are essential for young Nigerians entering the global workforce. With access to the internet and social media, the youth of Nigeria are building digital literacy, learning marketable skills, and engaging in economic and social change in unprecedented ways.

Also read: Federal Ministry And Aleph Group Train 2,600+ Nigerian Youth In Digital Advertising Skills

According to Aleph Group’s recent research, Nigerian youth aged 16-26 actively use platforms such as Facebook, Instagram, and Snapchat, with Facebook leading at 72% usage. Interestingly, Gen Z is showing signs of moving away from Facebook, gravitating more toward Instagram and Snapchat, possibly due to parental use of the platform. This shift underlines the evolving digital landscape as Nigerian youth embrace new platforms to define their social spaces.

Regarding media consumption, more than 20% of respondents aged 16-26 spend over five hours daily on social media. Additionally, audio streaming platforms like Spotify and Apple Music are increasingly popular among this age group, who favor the platforms for their customizable and ad-free listening experiences. Ads on social media remain the most influential, with 81% of youth reporting they notice them, and nearly half acknowledging that these posts shape their purchasing decisions.

These trends illustrate the impact of digital media on Nigerian youth and suggest that this group will continue to explore emerging technologies, fueling innovation in how young Nigerians consume, create, and interact with content.

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