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MEF & Etisalat Nigeria Mobile Study Reveal Media Users’ Habits

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Mobile Ecosystem Forum (MEF), a new survey carried out by global trade body, in association with Etisalat Nigeria, Nigeria’s most innovative telecommunications network, has revealed an increasing appetite for mobile apps and entertainment services among Nigerian telecoms consumers.

The study identifies apps, music and video as the biggest drivers for the increase in mobile data spending as a third of Nigerian mobile media users have paid to increase their data packages in the last six months in order to access these services.

“The growth of the mobile ecosystem from more established areas like entertainment and messaging to the uptake of health, reading, transport and foods apps, along with the uptake of mobile Commerce and banking is encouraging and demonstrates the continued rise of the mobile economy in Nigeria”, said Rimma Perelmuter, Chief Executive Officer, MEF.

Rimma Perelmuter explained that while the report shows strong growth in data consumption with 34% purchasing additional data, it also highlights that nearly three quarters of respondents which is 73%, are still held back from downloading popular services such as video & using more apps, due to a lack of trust.

“Therefore in order for the mobile opportunity to truly take off, not only do the networks need to continue to improve their service, but data and pricing models need to be more affordable, transparent and better understood as the study shows that where this is the case, consumers are more willing to pay for content and services as long as the value is clear” She said.

Adia Sowho, director, Digital Business, Etisalat Nigeria who spoke on the outcome of the study said that “the diversity in consumers’ data usage is encouraging but a key enabler that drives usage is the use case. The study tells us where opportunity has been captured, can be deepened and in some cases, is untouched”.

She added that Etisalat is committed to offering innovative solutions that would enhance the lives of consumers even as the consumers’ behaviours continue to evolve.

“The research also reveals future opportunities outside of apps and entertainment and Etisalat is already positioned to maximise these opportunities to provide consumers with value-adding products and services”.

Sowho revealed that the study shows that Mobile Learning and Reading Apps both perform well in Nigeria while consumer confidence in banking apps and mobile money solutions is growing remarkably.

MEF ‘s study of the behaviours and attitudes of 1,000 Nigerian smartphone users showed that 45% of respondents already buy more than 2GB of Data per month. When consumers pay to increase their data bundle, it is mainly to consume more mobile apps and content such as video and music.

Healthcare is found to have the highest future potential according to the mobile media users studied, alongside localised services such as taxi apps and food delivery.

The research reveals that the mobile banking sector appears to be gaining momentum in Nigeria with almost 68% of smartphone who hold bank accounts or own credit cards participating in some form of mobile banking. Nearly half reported using a banking app and 27% do their banking via USSD indicating that the banks’ intensive marketing campaigns are starting to pay off.

The Mobile Ecosystem Forum is a global trade body that acts as an impartial and authoritative champion for addressing issues affecting the broadening mobile ecosystem. We provide our members with a global and cross-sector platform for networking, collaboration and advancing industry solutions.

The goal is to accelerate the growth of a sustainable mobile ecosystem that drives inclusion for all and delivers trusted services that enrich the lives of consumers worldwide.

Established in 2000 and headquartered in the UK, MEF has Regional Chapters across Africa, Asia, Europe, Middle East, North and Latin America.

 

 


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ASVLP 2026: Africa, MENA VCs Gear Up as Tech Funding Hits $4.1bn Rebound

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As Africa and MENA’s startup ecosystems transition from post-correction resilience into a new phase of disciplined growth, the Africa Startup & VC Landscape Preview (ASVLP 2026) will convene leading founders, investors, policymakers, and ecosystem builders on January 29, 2026, for its second annual, agenda-setting virtual forum.

ASVLP 2026: Africa, MENA VCs Gear Up as Tech Funding Hits $4.1bn Rebound

Following a challenging global venture cycle, 2025 marked a notable rebound across the African ecosystem, with startups raising an estimated $3.2–$3.3 billion over the full year.

The recovery was accompanied by significant structural shifts: Kenya emerged as the leading destination among Africa’s “Big Four” markets for the first time, while Nigeria recorded a year-on-year funding decline, reflecting changing investor preferences, macroeconomic pressures, and a broader recalibration toward capital efficiency and sustainability.

Sectorally, fintech remained the most funded vertical, while climate & energy, AI-enabled solutions, healthtech, and infrastructure-adjacent businesses gained increasing attention. Across Africa and MENA, development finance institutions (DFIs) and family offices played a more pronounced role in anchoring funds, deploying catalytic capital, and supporting blended-finance structures, reshaping how early-stage and growth capital is mobilized.

ASVLP 2026 is designed to translate these data points into forward-looking strategy.

The forum will bring together venture capitalists, angel investors, LPs, DFIs, family offices, founders, corporate leaders, and regulators from Africa, MENA, Europe, and North America to assess 2025 outcomes and chart priorities for 2026.

The program will feature keynotes, fireside chats, panels, and deep-dive roundtables, including discussions on:

· The 2026 Africa & MENA FinTech Landscape, focusing on security, profitability, regulation, and growth frontiers

· Emerging Fund Managers, capital formation, and LP alignment

· Talent, operator depth, and institutional capacity as constraints to scale

· Regulatory evolution and cross-border market integration

A major highlight of ASVLP 2026 will be the Final DealRoom Pitch Session, where a curated group of high-potential startups will present to an experienced panel of investors.

• Founders can apply to pitch via: bit.ly/ASVLP-DR-Founders
• Investors seeking DealRoom access can request entry via: bit.ly/ASVLP-DR-Investors

Confirmed speakers for ASVLP 2026 include Khaled Ismail (HIMangel), Idris Ayodeji Bello (LoftyInc Capital), Zachariah George (Launch Africa), Tosin Faniro-Dada (Breega), Selma Ribica (FirstCircle Capital), Maha Mandour (COREangels MEA), Joe Kinvi (Borderless), Remi Prunier (Orange Ventures MEA), Karima El Hakim (Plug and Play Tech Center), Souheil Guessoum (President, The Confederation of Citizen Employers – Algeria (CAPC)), Remi Prunier (Partner, Orange Ventures, MEA), Maha Mandour (COREAngels MEA), Ali Hussein (President, Kenyan FinTech Association), Patrick Okebu (CIO, Interswitch Group) among other leading voices shaping capital, policy, and innovation across the region.

“The conversation has shifted,” said Uche Aniche, Convener of ASVLP. “It’s no longer about whether capital will return to Africa and MENA, but what kind of capital, deployed with what discipline, and in service of which long-term outcomes. ASVLP exists to help the ecosystem make sense of that transition.”

Participation in ASVLP 2026 is free but strictly by invitation.
Interested participants are encouraged to repost the official announcement on LinkedIn and comment #ASVLP2026 to receive a private registration link. They could also email [email protected] and request invite.


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TikTok, Instagram Blamed in US Youth Suicide Lawsuit

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Major social media giants Meta Platforms, TikTok and Alphabet’s YouTube will face a landmark jury trial this week in Los Angeles County Superior Court over allegations that their addictive designs have fuelled a youth mental health crisis, marking the first such case to reach this stage.

TikTok, Instagram Blamed in US Youth Suicide Lawsuit

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The pivotal personal injury lawsuit centres on a 19-year-old Californian woman identified as K.G.M., who claims her childhood immersion in Instagram, Facebook, YouTube and TikTok—engineered with endless scrolls, autoplay videos, notifications and algorithms—sparked severe anxiety, depression and suicidal thoughts.

Dozens of similar suits have surged since 2022 from families, schools and states, accusing the firms of burying internal research on teen harms while prioritising ad revenue through youth-targeted engagement hooks, despite Section 230 protections for user content.

Plaintiffs seek damages and design overhauls, arguing platforms bypassed parents and preyed on vulnerable kids; defendants counter there’s no clinical “social media addiction” diagnosis, no proven causation—kids with issues often use less—and they’ve added safeguards like parental controls and time limits.

Echoing Australia’s under-16 bans, the trial will scrutinise thousands of internal documents, expert testimonies and K.G.M.’s story, potentially expanding tech liability amid debates where studies show complex links, not direct causation, between screen time and disorders like eating issues or self-harm.

A win could mandate warning labels, age gates or algorithm tweaks, reshaping global platforms as U.S. Surgeon General advisories and global scrutiny intensify pressure on Big Tech to prioritise child safety over profits.


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Meta Tests Paid Subscriptions Across Instagram, Facebook, WhatsApp

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Meta is gearing up to trial paid subscription services on Instagram, Facebook, and WhatsApp, aiming to diversify revenue streams beyond advertising while maintaining free core access for all users.

Meta Tests Paid Subscriptions Across Instagram, Facebook, WhatsApp

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The subscriptions will offer enhanced tools tailored for everyday users, creators, and businesses, including advanced content creation, sharing, and workflow features distinct from the existing Meta Verified verification program. Unlike a uniform rollout, Meta plans varied testing formats per app to match diverse audiences, experimenting with feature bundles based on user feedback to refine the model.

A key element involves integrating Manus, the autonomous agent firm Meta acquired for $2 billion in December, into these apps alongside its enterprise sales. Manus enables complex task automation with minimal input, with early signs like Instagram shortcuts already spotted by reverse engineer Alessandro Paluzzi.

Video tools feature prominently: Meta’s Vibes short-form video generator in the Meta AI app shifts to freemium, where paid tiers unlock higher monthly creation limits beyond the free baseline. On Instagram, subscriptions could enable unlimited audience lists, non-follower tracking, and anonymous Story views, though specifics for Facebook and WhatsApp remain under wraps.

Drawing from Meta Verified’s 2023 launch—which provides badges, support, and protection mainly for creators—these broader plans target wider appeal amid industry shifts. Ad growth slows against TikTok competition, while Snapchat+ boasts 16 million subscribers at $3.99 monthly, proving demand for value-driven paid perks despite subscription fatigue risks from streaming and storage fees.

Meta will phase tests gradually, prioritizing feedback to shape long-term viability without alienating free users.


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