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Ericsson ConsumerLab Report Charts Growing Use of Communication Apps

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Ericsson has released a new report from Ericsson ConsumerLab, titled Communication in the World of Apps. The report examines how users interact with their smartphone apps and what the future may look like as technology continues to evolve.

It also explores cultural variations in app usage and how multiple communicator personalities have emerged based on how people use their smartphones.

The report is based on analysis of on-device measurement data. The data has been gathered from smartphone users in India, Japan, South Korea, the UK and the USA.

Although smartphones have a wide range of functions such as entertainment, games and photography, communication continues to be the dominant activity.

More than 30 percent of the time spent on smartphones is spent on communicating through voice, instant messaging, voice over internet protocol (such as Skype), emails and social networking. Communication apps have a higher dependency on mobile broadband usage, due to their “always on” status.

“We found that 40-50 percent of data consumption for communication apps uses mobile broadband, whereas the corresponding figure for video is just 20 percent,” said Swetleena Swain, senior advisor at Ericsson ConsumerLab.

The report also demonstrates that culture and language influence communication patterns and the adoption of communication apps. Smartphone users in the UK and USA make more voice calls while the Japanese and South Koreans prefer to text message and use locally-developed communication apps.

“Typically, the US apps are designed for an English-speaking audience, so it’s not surprising that these are predominant in English-speaking countries,” said Swain.

Interest is also growing in visual apps, such as Pinterest and Instagram, which have both seen significant growth over the past twelve months.

Similarly, the growing popularity of Snapchat shows that younger users have a preference for visual apps with enhanced privacy features. This also accounts for the decline in use of Facebook among younger users, who do not want their parents to view their posts.

The report also imagines future forms of communication, such as communication with wearable technology and with robots.

In a study across 10 major cities, half of all smartphone users believed that smart assistants that you could talk to for advice or ask to make reservations would become mainstream within the next twelve months.

It remains to be seen how significant the trend will be.

Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries and 15 megacities – statistically representing the views of 1.1 billion people.

Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures.

Ericsson is the driving force behind the Networked Society – a world leader in communications technology and services.

Its long-term relationships with every major telecom operator in the world allow people, business and society to fulfill their potential and create a more sustainable future.

Ericsson services, software and infrastructure – especially in mobility, broadband and the cloud – are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities.

 


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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ARCON to Crackdown on AI-Generated Fake Ads

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Advertising Regulatory Council of Nigeria (ARCON) has issued a stern warning to marketers, content creators, and social media influencers amid an alarming rise in fraudulent, AI-generated advertisements circulating across digital platforms.

ARCON to Crackdown on AI-Generated Fake Ads

Dr. Olalekan Fadolapo, director-general, ARCON, during a press briefing at its Lagos headquarters, decried the “porous” state of Nigeria’s online ad ecosystem and pledged to prosecute offenders to the fullest extent of the law.

Dr. Fadolapo opened the media parley by highlighting how easily unscrupulous operators deploy artificial intelligence tools to produce convincing—but entirely fabricated—advertisements.

“Our social media space has become so porous that people now freely post fake adverts, some of which claim outrageous and bogus benefits,” he remarked.

According to the Director-General, these deceptive campaigns often promise “miraculous cures” or “guaranteed returns” without any credible data or verifiable sources to back them.

Among the most alarming examples cited was an herbal remedy advertisement alleging to cure over 200 ailments—ranging from HIV to cancer—through a single “miracle” concoction.

“Imagine an advert claiming that a single herbal drug could cure HIV, cancer, and more than 200 other diseases,” Dr. Fadolapo said.

ARCON’s DG emphasized that such misleading advertisements not only jeopardize public health—by luring vulnerable individuals into purchasing untested or harmful products—but also undermine consumer confidence in legitimate businesses operating within advertising guidelines.

Dr. Fadolapo pointed to the regulatory vacuum that allows bad actors to exploit the anonymity of social media.

Unlike traditional broadcast or print media—where advertisements must pass through editorial or legal vetting—online platforms can be manipulated with minimal oversight.

Creating an ad using AI-powered design and voice generators, he warned, takes only minutes, making it difficult for regulators to identify the original perpetrators.

“The CBEX case is a painful reminder of what can happen when digital platforms are left unchecked,” Dr. Fadolapo said, explaining that the scheme purportedly defrauded unsuspecting Nigerians of nearly $2 trillion through slick, unregulated social media promotions.

He described how the CBEX promoters used AI-generated video testimonials, falsified financial statements, and cloned websites to entice victims with promises of triple-digit returns on cryptocurrency trades.


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Microsoft Sacks 300 Staff as Job Cut Hits 6,300

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Microsoft has laid off over 300 employees as part of a fresh round of job cuts.

Microsoft Sacks 300 Staff as Job Cut Hits 6,300

The latest layoffs, disclosed through a notice filed in Washington state, affected several hundred positions across various departments.

However, the tech company did not specify which units were impacted, the publication said.

Citing a notice, the report said a spokesperson for Microsoft described the move as a “recalibration” in response to shifting business priorities and a fast-changing tech landscape.

“We continue to implement organisational changes necessary to best position the company for success in a dynamic marketplace,” the spokesperson said.


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FG, UNICEF Partner to Train 20m Youths on Digital Skills

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Vice President Kashim Shettima on Tuesday, said the Federal Government has renewed its strategic partnership with the United Nations International Children’s Emergency Fund (UNICEF) to train and empower 20 million young Nigerians with digital skills by 2030.

This is just as the Vice President has accepted to chair the board of Generation Unlimited Nigeria (GenU 9JA), a public-private-youth partnership platform constituted to help young Nigerians between the ages of 10 and 24 transition from learning to earning through digital connectivity.

Shettima, while speaking during a meeting with Mohammed Fall, the United Nations Resident and Humanitarian Coordinator; Rownak Khan, UNICEF Deputy Representative and Celine Lafoucriere, Chief of the UNICEF Lagos Field Office, at the President Villa, Abuja, warned that Nigeria’s rapidly growing population, currently estimated at over 230 million with an average age of 17, presents both a challenge and an opportunity.

Shettima described his invitation to serve as Chair of the Generation Unlimited (GenU 9JA), as a great honour, adding that ” This platform provides a vista of opportunities for our young people. Beyond rhetoric, if we want to survive and thrive, we must empower our youth through digital means. That’s the only way forward,” the Vice President said.

The GenU 9JA initiative aligns with the Federal Government’s Renewed Hope Agenda, which prioritises inclusive development, digital innovation, and youth empowerment as tools for national transformation.

Shettima stressed that Nigeria is not seeking handouts but sustainable, equitable partnerships. “We are not looking for charity. We want a mutually beneficial relationship—one based on respect and shared interests. This is why I’m very passionate about the digital initiative. Beyond leadership in our enlightened self-interest, if we want to live in this part of the world, we have to involve them, we have to empower them,” he said.

He described the initiative as a beautiful programme that would enable the Nigerian youths trade their skills in the global market, saying “from earning to learning is a beautiful initiative and more than any other platform, the digital space gives us the easiest window to get the youth engaged effortlessly.

“They can trade their skills in the global market. I know of a lot of young Nigerians who are working for global firms from the comfort of their homes,” he added.

Fall had in his remarks earlier, praised Nigeria’s leadership under President Bola Tinubu, noting that the GenU platform is central to addressing youth unemployment, educational inequality, and digital exclusion.

“Under the Renewed Hope Agenda, youth-focused initiatives—skills, digital access, and employment—are critical. And GenU is helping to drive those priorities,” Fall said.

Also, Khan, in his remarks, revealed that the GenU 9JA is one of UNICEF’s most successful global youth empowerment programmes, with Nigeria showcased as a model.

“We’ve seen incredible results from Nigeria. Few countries globally have recorded the level of youth impact that GenU 9JA has achieved,” she said.

According to Khan, the programme is built on three pillars: digital connectivity, pathways from learning to earning, and youth engagement and empowerment—all designed to prepare Nigerian youth for today’s job market.

On her part, Celine Lafoucriere, noted that since its launch in 2022, GenU 9JA has impacted over 10 million young people, with 1,500 job linkages already secured.

“To reach our target of 20 million youth by 2030, we must now strengthen coordination among partners and align even more closely with national policy,” Lafoucriere said.

 


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