General News
Path to Purchase: The Power of Children in Determining Household Buying Decisions

By: Solafunmi Oyeneye, Senior Channels Manager, & Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa (VCNA),
The collaborative process of purchase decisions within homes can no longer be denied. Long gone are the days when there was a top-down hierarchy in households, and the decision making was the sole preserve of parents. These days, especially in homes with millennial parent’s aged 25 to 35, children are more actively involved and have more influence on decisions made in households.
The research revealed four key drivers behind the shift to a more inclusive, collaborative decision making in households.

Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa
Unprecedented Tech Access – In recent times, with nearly 12 devices per household, kids have unprecedented access to information and parents are no longer the gatekeepers of information in the home. In fact, parents are more likely to leverage their children’s knowledge in making more informed purchase decisions for the family; as children are likely to be more aware of brands and are able to filter that information into whether or not they want to purchase products from these brands.
Millennial Upbringing – This second key driver is attributed to the shift to a more inclusive, collaborative decision making within the home. Majority of millennials attended daycare, participated in playgroups, played organized sports, making them more accustomed to collaboration and teamwork. They infuse this into their style of parenting in their willingness to see their children as teammates in the success of the family. Young parents have reimagined the roles of kids in the family; as a result, decisions are made as a family, with kids playing a significant role in the outcome.
Financial Awareness – Millennial parents have also made it a priority to teach their kids about financial awareness, informing them on the financial situation of the family. Children are no longer shielded from the economic realities of their family. Research conducted by ViacomCBS on families with children aged 6 – 14 revealed that over 60% of the kids were aware of household budgets, and about 45% were aware of how much things cost.
With this knowledge, kids can balance the information they have of brands with the economic realities of their family in order to manage their expectations. With a collaborative effort of parents and kids, decisions can be made more easily acceptable by every member of the household.
Family Closeness – This last driver identified in the study indicates 78% of Nigerian parents saying they want to be best friends with their kids. Families are closer than ever, kids are no longer looking up to just athletes and celebrities, they’re also beginning to look up to their parents. Parents are able to better connect with their children, by having more conversations that are open and sharing more amongst themselves.
Sharing ranges from health, financial and even household purchase decisions. Family sharing has become automatic and unconscious. Do children however have opinions on all categories of purchase? Out of 25 categories tested in Nigeria, most kids are involved in at least 14 out of these 25 categories. Their greatest influence being over entertainment, food and groceries, restaurants, electronics, vacation and telecommunication. This means that in households with kids, they play a significant role in the final purchasing decisions that concern any of these six categories.
The path to purchase in households has become a collaborative process of negotiations between parents and children, who are influenced more by emotional than rational factors.

Solafunmi Oyeneye, Senior Channels Manager, VIACOMCBS Networks Africa
Parents are influenced by how happy a purchase makes their kids, while kids are influenced by how happy they will be with a product. Both parents and kids consider if a product will enable the family to spend more time together. Parents are also likely to spend 60% more when their kids are involved in decision making within the household.
Understanding these paths to purchase will enable brands to engage and provide for different members of the family. Therefore, brands in creating their messages must reach both parents and kids, as they both play critical roles in purchase decisions. Within the TV environment we know that the best place to find parents and kids simultaneously is children’s television.
Interestingly, for every one child watching any Nickelodeon channel, there are at least four females aged 25 and above watching at the same time. With over 245,000 kids (aged 7-14) on the Nickelodeon channels monthly, the majority of viewers per month are mums 25+ which are over a million viewers monthly.
Though parents (Mums) usually make the final purchase decisions within households, the role that children play in these decisions cannot be denied. These influential members of the home should be treated as important by brands in determining and communicating their message to target families.
General News
Cybersecurity Firm Warns Against Gift Card Scams @ Saint Valentine’s Day

Looking for a gift for your soulmate on February 14th and think that a gift card would be a nice option? Just remember that when digital trends rapidly rise in popularity with customers, they are also gaining traction with scammers looking to use them as bait.

With Saint Valentine’s Day approaching, Kaspersky has identified several phishing and malicious campaigns targeting gift card owners and those who’re looking for a digital present for their loved ones. To help stay safe, the security experts at Kaspersky have also shared practical advice on how not to be tricked.
A “check‑your‑balance” that drains your gift card
Kaspersky’s latest global survey* shows that 80% of respondents consider giving digital presents such as subscriptions, gaming credits or gift cards. Scammers are actively exploiting this trend capitalising on well-known brands, creating fake online stores and even crafting fake verification portals designed specifically to steal gift card value.
Kaspersky’s phishing detection identified deceptive platforms offering victims a “secure” system to check their gift cards validity, status or balance. Targeting those who recently received a gift card, phishers steal the card’s identification data and get an opportunity to activate the certificate before the user themselves.
To stay protected from such scams, Kaspersky recommends double‑checking that a website is real. Look carefully at the web address, any links you’re asked to click, and spot any odd pictures or designs that might hint the site is fake.
The safest way to confirm a gift card’s balance is to go straight to the brand’s official website – don’t follow any other links. To prevent clicking on a malicious link, use a security solution such as Kaspersky Premium with a strong AI-powered anti-phishing component.
Is it a gift card for you or for cybercriminals?
As gift shoppers flood online marketplaces with flash sales and limited-time deals, cybercriminals are watching closely, ready to strike when users are most vulnerable.
Kaspersky experts detected a fake website that mimics Amazon, one of the most famous marketplaces, offering $200 gift card. With this tempting offer, scammers encourage customers to press a “Get your Amazon gift card” button. However, when the user clicks it, they get an MSI installer with a backdoor that cybercriminals use to remotely control the victim’s device.
This fraudulent scheme highlights the importance of complex cybersecurity protection, showing that clicking on a wrong link may result in not only money and data loss, but also device infection or loss of control over it. When a fake site copies the original store’s look exactly, it’s hard to tell which one is real and which is a scam.
Kaspersky Premium protects users from fraudulent online stores through advanced detection technology that analyses website characteristics and URLs to identify suspicious patterns.
For its excellent performance in AV-Comparatives Fake Shops Detection certification in 2025 Kaspersky Premium was awarded an “Approved” certificate, making it the right choice for confident online shopping.
“As Valentine’s Day approaches, cybercriminals may increase their efforts to exploit the emotional vulnerability and romantic spirit that define this holiday. They’re creating fake gift card websites, spoofing popular retailers, and launching phishing campaigns that prey on your desire to make your loved ones happy.
The best defence is to stick to well-known retailers, check URLs carefully, apply a security solution with advanced phishing detection and remember that if a deal seems too good to be true, it probably is,” comments Anton Yatsenko, Lead Web Content Analyst at Kaspersky.
General News
NITDA, Wigwe University deepen talks on AI, agriculture collaboration

National Information Technology Development Agency (NITDA) and Wigwe University are laying the groundwork for a far reaching collaboration centred on artificial intelligence (AI) research, agricultural innovation and digital talent development, following a high level engagement between both institutions in Abuja.

NITDA
The discussions, led by Wigwe University Vice Chancellor Professor Marwan Al Akaidi and senior NITDA officials, revealed an alignment of expertise, priorities and national objectives that could accelerate Nigeria’s technological advancement.
Professor Al Akaidi, who leads the young but ambitious Wigwe University established under the vision of the late Herbert Wigwe, said the institution was created to become “the university of Africa”, providing high quality teaching and transformative research for Nigeria and the continent.
He emphasised that Nigeria has immense talent but often lacks the opportunities and platforms to channel it effectively—an issue the university intends to solve through strong industry and government partnerships.
Drawing from his long academic and research career in the United Kingdom and the Middle East, Professor Al Akaidi shared that the university is already conducting work on AI for Health in Nigeria with a team of ten researchers.
He stressed his determination to build a full AI centre in the country, similar to the one he helped establish in Abu Dhabi, noting that although funding setbacks followed Herbert Wigwe’s passing, the ambition remains intact and urgent.
According to him, Wigwe University does not seek to become a passive user of foreign AI tools but aims to “create the Nigerian AI”—a locally driven, world class AI engine that reflects the country’s needs, languages and realities.
He further explained that the university’s location in Rivers State provides a natural foundation for AI enabled agriculture and food production research.
Surrounded by extensive farming communities, the institution sees opportunities to apply AI to livestock management, land use, food processing and agricultural efficiency.
Using Nigeria’s cattle population as an example, he argued that technology can dramatically improve productivity: “In countries with fewer cattle, output is far higher because of new feeding systems and technology. If we apply AI properly, Nigeria’s agricultural wealth can multiply.”
He also pointed to AI’s potential in hospitals and medical diagnosis, especially for widespread illnesses like malaria.
NITDA’s representative, Dr Aristotle, welcomed the visit warmly, calling the Agency “Nigeria’s technology powerhouse” with mandates covering IT development, regulation, innovation, research and standards.
He said the Vice Chancellor’s proposals align strongly with NITDA’s strategic direction and existing programmes, highlighting the National Centre for Artificial Intelligence and Robotics and the National Adaptive Village for Smart Agriculture as key areas where collaboration can take shape.
He praised Wigwe University’s focus on entrepreneurship, innovation and skills development, noting that academia is a crucial stakeholder in the national tech ecosystem.
He also explained that NITDA’s work aligns closely with the government’s priority agenda and the Agency’s Strategic Roadmap and Action Plan, built on pillars such as knowledge, research and development, entrepreneurship, innovation and partnership.
He assured the visiting delegation that NITDA sees collaboration as essential and is committed to implementation rather than discussions alone: “Whatever we commit to, we will do. We understand the importance of partnership because no single institution has all the answers.”
Building on this, NITDA’s Director of Research and Development, Dr Kumo, said the Agency is working to develop a technology research ecosystem capable of moving Nigeria into the top 25 per cent of global research performance.
He noted that many of Wigwe University’s interests—AI, robotics, unmanned aerial vehicles, the Internet of Things, blockchain and additive manufacturing—mirror NITDA’s research priorities.
He also emphasised the value of virtualising education, allowing learners anywhere in Nigeria to access Wigwe University’s programmes through technology, improving national inclusivity.
From the Digital Literacy and Capacity Building Department, Dr Tambuwal stressed that NITDA prioritises building a digitally literate population and developing talent from basic education through to tertiary level.
He noted that many workers today still lack the digital skills required to use modern systems effectively, making it essential for universities to produce graduates who are digitally fluent and ready for the workforce.
He expressed readiness to partner with Wigwe University and explore shared learning opportunities.
Returning to curriculum and industry alignment, Professor Al Akaidi stressed that academia needs industry just as much as industry needs academia.
He described the need for constant curriculum review, especially in computing, engineering and technology, to ensure students are not learning outdated content.
He explained that teaching must be underpinned by active research and that the real value of education lies in producing graduates who understand the technology and can lead in their fields.
At Wigwe University, he said, students are already demonstrating remarkable capability—second year students are set to launch a major educational app, showing what young people can achieve when supported and challenged.
He insisted that Nigerian universities must produce graduates who are not only job seekers but job creators, noting that Wigwe University is building such a culture deliberately.
His call to action was clear: “We need to work together. If we combine our strengths, we can produce something real for Nigeria and beyond.”
The meeting ended with mutual assurance that the collaboration will move into concrete action. Both sides agreed to identify dedicated contact teams and map out specific workstreams for AI research, agricultural innovation, virtual learning, digital literacy, curriculum development and emerging technologies. With this shared resolve, NITDA and Wigwe University appear ready to build a partnership capable of shaping Nigeria’s technological future.
General News
Identy.io Targets Nigeria, Kenya in Its Africa Expansion Strategy

Nigeria and Kenya are the next target markets for Identy.io, a global provider of digital identities, as it expands into Africa. Facial, fingerprint, and palm identification are among the safe, mobile biometrics that the company specialises in.

According to Indenty.io, its platform runs locally on smartphones, eliminating cloud storage while maintaining security and privacy.
It goes to say this is achieved by leveraging standard smartphones for fingerprint and face scans, the company aims to bridge the continent’s digital divide, where a significant number of adults still lack basic identification.
To spearhead this rollout, the firm has appointed a specialised regional leadership team, including industry veterans from Nigeria’s Bank Verification Number programme, to integrate their automated Biometric Identification System into national digital public infrastructure.
The company says the significance of this move lies in the departure from traditional, “clunky” biometric models.
Historically, digital ID enrollment in Sub-Saharan Africa has been throttled by the high cost of specialised scanners and the logistical nightmare of deploying them to rural areas.
Identy.io notes that its approach shifts the heavy lifting to mobile software.
Identy.io is positioning itself to capture a market the World Bank’s Identification for Development initiative identifies as critical for financial inclusion.
If successful, this could accelerate government-to-person payments and healthcare access in regions where coverage currently sits below 70%.
“We are transforming the traditional industry model, which often relies on expensive and inflexible digital infrastructure,” says Antony Vendhan, Co-founder of Identy.io. “This allows our clients to reach underserved communities by providing individuals with multimodal access to secure their digital identities.”
The company will face established players like IDEMIA and Thales, who have long dominated government contracts.
Furthermore, Identy.io will face competition from up-and-coming regional fintech identity firms such as Smile ID, which already has a significant presence in Know Your Customer services throughout Africa.
To gain an edge, Identy.io has aligned itself with Modular Open Source Identity Platform (MOSIP).
By being listed on the MOSIP marketplace, the company says its tech becomes “plug-and-play” for governments building open-source national ID systems, a growing trend among nations wary of “vendor lock-in.”
While the primary focus remains on Nigeria and Kenya, Identy.io’s long-term roadmap includes a phased rollout to other emerging markets.
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