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Google’s New Consumer Barometer Tool Explores Internet Usage in Nigeria

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Google has launched the Consumer Barometer 2014 in Nigeria to enhance the understanding of how Nigerians and people across the globe deploy the internet for commercial activities.

Now in its fourth year, Google created the Consumer Barometer to provide professionals such as marketers with the latest consumer insights to support their devising of sales strategies and planning in a fast changing digital landscape.

Google creates the most comprehensive free tool for advertisers to understand and compare online consumer behaviour across 46 countries.

Latest data insights: Nigeria is switching to online shopping. 45% of people researched their last purchase online.

-Are you advertising on every screen? 61% of Nigerian respondents found out about the product they last purchased on a smartphone only, 16% on a computer only.

-74% of Nigerian respondents used the internet for early inspiration and 49% to compare products during their last purchase.

For people in Nigeria, smartphones are becoming a vital part of online shopping. 85% of people used smartphones for product research. Against 30% using Computers and 6% using Tablets

According to Juliet Ehimuan, Google’s Country Manager for Nigeria, the Consumer Barometer remains the most comprehensive free tool for anyone looking to understand and compare how people use the internet around the world.

“For the 2014 edition, we worked closely with Hive, a London-based digital products and services design studio and the work involved 150,000 respondents in 46 different countries and profiled vertical sectors as clothing and footwear, home appliances, flights, hotels, cosmetics and groceries. Using state-of-the-art technology to crunch the mammoth datasets and make the interface feel more responsive and easier on the eye, we believe we’ve come up with our most detailed and user-friendly Consumer Barometer yet.”  

In Nigeria, there is also a growing switch of consumers to online shopping thanks in large part to the increasing availability and affordability of mobile devices.

This switch, says Taiwo Kola-Ogunlade, Google’s Communication and Public Affairs Manager for Anglophone West Africa, is sure to make the Consumer Barometer an invaluable asset to advertisers, agencies and journalists, who seek creative insights into the shopping behaviour of consumers in the country.

“Our research shows that smartphones are becoming a vital part of online shopping in Nigeria with about 85% of shoppers using them for product research as against 30% who used computers and 6% using tablets.

Brands and their marketers are then likely to reach their greatest online audience by focusing their marketing communications on the smartphone.

The Consumer Barometer provides insights like this and much more. It is a free tool anyone can use to create and download customised data and market-specific information.

These can help users discover anything from: how often people go online, to how many connected devices they may have, how people research and purchase online, the influence of online video on their shopping habits or the differences between generations and their online behaviour.”                                                                                        


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E-Business

Galaxy Backbone Celebrates the Federal Government’s Paperless Civil Service Milestone

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Galaxy Backbone (GBB) aligns with and celebrates the successful announcement by the Office of the Head of the Civil Service of the Federation on the achievement of a Paperless Civil Service, a significant milestone in Nigeria’s public sector reform and digital transformation agenda.

The milestone was formally highlighted at a press briefing led by the Head of the Civil Service of the Federation, Mrs. Didi Esther Walson-Jack, who commended Galaxy Backbone for its sustained support and contribution throughout the implementation of the programme.

GBB has played a critical role in enabling this transition by providing secure, scalable, and shared digital infrastructure that supports the digitisation of government processes across Ministries, Departments and Agencies (MDAs). Through the 1Government Cloud, MDAs have been empowered to migrate from paper-based workflows to digital platforms, improving efficiency, collaboration, data security, and service delivery across the Federal Civil Service.

In addition, GovMail, GBB’s secure government email platform, has strengthened official communication, enhanced records management, and reinforced cybersecurity standards—key pillars in sustaining a paperless operating environment.

Galaxy Backbone acknowledges the collective efforts of the Office of the Head of the Civil Service of the Federation, Permanent Secretaries, Directors of ICT, consultants, partners, and dedicated public servants whose commitment and collaboration ensured the smooth delivery of this initiative.

The Managing Director/Chief Executive Officer of Galaxy Backbone, Prof. Ibrahim Adeyanju, was represented at the press briefing by Akintayo Bamisaye, Acting Group Head, Research, Digital Innovation and Skills Department (RDIS).

GBB describes the achievement as a strong close to 2025 and reaffirms its commitment to supporting the Federal Government in building a modern, efficient, and digitally enabled public service.


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Jumia CEO says Black Friday Signals Nigeria’s E-Commerce Maturity

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At the close of 2025, Temidayo Ojo, the CEO of Jumia Nigeria, reflected on a year-end shopping season that points to the growing maturity of the country’s e-commerce market. “Black Friday is no longer a single, short-lived spike in activity,” he said.

“It has become a familiar, anticipated moment in the retail calendar, where consumers shop deliberately and with confidence.”

Preliminary KPIs for the two months ended November 30, 2025, show strong year-on-year growth in both orders and Gross Merchandise Value (GMV), with GMV growth outpacing order growth. This indicates that customers are placing fuller, more considered baskets rather than shopping in fragmented transactions. Nigeria ranked among Jumia Group’s better-performing markets, with engagement remaining steady throughout the Black Friday period rather than spiking briefly and tapering off.

A key factor behind this performance is the growing familiarity of consumers with online shopping. Customers are increasingly leveraging platform features such as saved carts, brand stores, and price comparison tools to plan purchases in advance. This trend suggests that digital commerce is becoming embedded in everyday habits rather than being viewed as a one-off event.

Ojo also highlighted the role of Jumia’s JForce network in connecting digital commerce to local communities. “Our agents are critical to ensuring that customers across Nigeria, including secondary cities and smaller communities, have access to variety, consistent pricing, and reliable delivery,” he said. “During peak periods like Black Friday, JForce agents can respond faster, serve more customers efficiently, and build stronger local relationships. This isn’t just a distribution channel—it’s a pathway to sustainable income and inclusion.”

Reflecting on the overall performance, the CEO concluded: “What we’re seeing this year-end is steady engagement across categories, stronger consumer confidence, and partners like our JForce agents benefiting from increased activity.

“It confirms that Nigeria’s e-commerce ecosystem is maturing, growing in a more structured and resilient way. As the December Holiday Sale continues, we expect these patterns of familiarity, trust, and participation to sustain momentum and drive both commerce and community impact across the country.”


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Galaxy Backbone Tops FG’s Website Performance Ranking

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Galaxy Backbone Limited (GBB) has been ranked first overall in the 2025 Federal Government Website Performance Scorecard.

Galaxy Backbone Tops FG's Website Performance Ranking

This is a landmark achievement for Nigeria’s digital economy.

The ranking, conducted by the Bureau of Public Service Reforms (BPSR), is the definitive benchmark for digital excellence and transparency across all Ministries, Departments, and Agencies (MDAs).

Professor Ibrahim Adepoju Adeyanju, managing director and CEO of Galaxy Backbone, received the award during a ceremony in Abuja.

He described the feat as a validation of the agency’s“Nigeria First”data sovereignty strategy and its relentless pursuit of service excellence.

This recognition comes as the Federal Government intensifies its push to achieve a fully paperless civil service by December 31, 2025.

GBB has been the primary architect of this transition through its 1Gov Enterprise Content Management (ECM) platform, which now hosts the operations of almost all federal MDAs.

The award adds to a growing list of accolades for Galaxy Backbone in 2025, following its recent win of the “International Standard Excellence Award for Best IT Service Provider.”

As the central hub for government shared services, GBB’s performance serves as a blueprint for other agencies currently undergoing digital transformation.

With its expanded fiber-optic backbone now covering over 13 states and its secure cloud solutions, Galaxy Backbone remains the cornerstone of Nigeria’s vision to become a leading digital nation by the end of the decade.

 


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