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Social Media Campaigns Influence Smartphone Purchasing Decisions

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A new study by the Research and Intelligence Unit of the Omni-media group, RED | For Africa, indicates that about 43 percent of Nigerians with active social media accounts have been influenced to buy smartphones based on brand-focused online marketing campaigns.

 

The research was undertaken by RED | For Africa to analyze and give insight into the impact and effectiveness of social media marketing campaigns in influencing consumer choices and driving sales of phone devices in Nigeria.

 

Speaking on the study, Isime Esene, head of Research and Intelligence said, “People do not buy things by chance, and even for technology brands that provide both functional and social value, consumers need products that will not disappoint, fail, or crash when they are needed.

 

“As a rapidly growing sector in Nigeria, marketing technology devices and properties on social media is an important business activity for all major brands in the industry. But if it is to be done effectively, it is important to understand what exactly drives the choices and decisions for targeted consumers,” he added.

 

Mr. Esene explained that the research data is designed to help smartphone brands position themselves to understand their customers better, and also improve their bottom-line. More research reports are expected to be released, covering contemporary issues and topics in media and communication, church culture, politics, and governance.

 

The research report is built on an extensive survey conducted with 1,007 respondents between ages 18 – 60 years across Nigeria, and further supported by three focus group discussions to assess buying decisions and major interests of smartphone product consumers.

 

A sizeable number of the participants (83 percent) are resident in Lagos, with others covering Oyo, Kano, FCT Abuja, Enugu, and Osun state. Also, the age division between participants is 18-25 years (61.07 percent); 26-35 years (26.42 percent); 36–40 years (8.15 percent); 41-50 years (2.78 percent) and 51-60 years (2.68 percent).

 

Results from the research study indicate that:

 

1.While 78.57 percent of respondents between ages 26–35 years have been exposed to communication materials from social media mobile phone campaigns, more than half (60.38 percent) of respondents, say they have never been influenced to buy a phone by a social media campaign.

 

2.Likewise, only 42.3 percent of those aged 18–25 years have previously bought a mobile because they were convinced of its value by a social media campaign.

 

3.The top 3 priorities for those looking to buy a smartphone are Features & Specifications, Price, and Brand Reputation. Although the price consideration is high among those who earn less than N100,000 monthly.

 

4.About 52 percent of the respondents say they “probably would” be influenced to buy a phone due to a social media campaign, 13.7 percent say they “definitely would not”.

 

5.Social media campaigns appear to be effective for increasing awareness, but cannot be fully dependable in driving action for those who want to buy phones. This assertion was further supported by brand managers in surveyed phone wholesale stores.

 

6.To drive action, messaging for phone campaigns on social media should focus more on the phone features and price indication, depending on the target customers and selected platforms (Facebook, Instagram, Twitter, and others).


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MoMo PSB Brings Relief to UNILAG Students with Ultra-Cheap Bus Fares

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MoMo Payment Service Bank (MoMo PSB), a fintech subsidiary of MTN Nigeria, has announced a partnership with Ogata Electric Vehicles to provide subsidised bus rides of ₦10 per fare to students of the University of Lagos (UNILAG).

MoMo PSB Brings Relief to UNILAG Students with Ultra-Cheap Bus Fares

MoMo PSB

The initiative, unveiled on Thursday in Lagos, is aimed at easing transportation costs for young Nigerians, particularly students, as part of MoMo PSB’s broader commitment to financial inclusion and digital accessibility.

MoMo PSB, which provides millions of Nigerians with secure financial services including transfers, savings, card services, bill payments and wallet solutions, said the transport subsidy reflects its mission to improve everyday life by reducing the cost of essential services.

The company explained that the partnership with Ogata Electric Vehicles would not only make commuting more affordable for students but also promote sustainable mobility through the use of electric buses.

Officials of MoMo PSB noted that the initiative is designed to bring “good cheer” to the UNILAG community, ensuring students can access safe, reliable and cost-effective transport while focusing on their education.


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MTN Nigeria Launches Unlimited 5G Broadband Plans to Boost Digital Inclusion

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MTN Nigeria has launched its Unlimited Broadband Data plans powered by 5G technology, a move the telecoms giant says will tackle long-standing challenges of capped data limits, high costs and unstable connectivity faced by internet users across the country.

MTN Nigeria Launches Unlimited 5G Broadband Plans to Boost Digital Inclusion

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Egerton Idehen, Chief Broadband Officer of MTN Nigeria, said the new product was designed to support high-demand users including streamers, gamers, households and businesses requiring uninterrupted connectivity.

“We’re building a broadband experience for everyday life. For content creators, remote workers, gamers, students and households. Our focus is on speed, reliability, low latency, and affordability.

“Broadband is designed to deliver seamless connectivity that empowers Nigerians to thrive in the digital economy,” Idehen said.

The plans, available in speed-based variants of 50Mbps and 100Mbps, promise lightning-fast speeds and ultra-low latency to address issues of lag and buffering. MTN said the packages would also provide affordable and flexible options to cater to diverse economic segments.

New customers who purchase a 5G router will enjoy a welcome bonus of unlimited data for the first 30 days, allowing them to experience the service before committing to long-term use.

The company explained that the initiative was part of its broader commitment to digital inclusion, enabling Nigerians to access stable connections for virtual meetings, large file transfers, online learning, high-definition streaming and professional gaming.

Customers can subscribe to the Unlimited Broadband Plans by dialling 4611#, using the MyMTN app, MTN eShop, MTN website, or visiting authorised retail outlets nationwide.


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Airtel Africa Foundation Opens Undergraduate Scholarship Portal in Nigeria

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The Airtel Africa Foundation has opened applications for its Undergraduate Tech Scholarship in Nigeria, inviting first-year university students with strong academic potential to apply for financial support aimed at accelerating their studies in technology and related fields.

The scheme provides full tuition, accommodation support, and essential study materials for eligible 100-level students. It forms part of the Foundation’s F.E.E.D. agenda, which promotes Financial Empowerment, Education, Environmental Protection, and Digital Inclusion, with a focus on creating pathways for talented young people who face financial barriers.

Airtel Nigeria CEO, Dinesh Balsingh, encouraged students to take advantage of the opportunity. He noted that, “Education is one of the most powerful tools for national development,” adding that “as an organisation, Airtel is determined to build a platform for aspiring young Nigerians to learn, innovate and lead in the country’s expanding technology landscape.”

Applications are open to students pursuing courses such as Information Technology, Computer Science, Software Engineering, Data Science, Cyber Security, Artificial Intelligence, and other ICT-related disciplines at participating universities: University of Lagos, University of Nigeria Nsukka, Ahmadu Bello University, University of Benin, Obafemi Awolowo University, University of Ilorin, and Tai Solarin University of Education.

Dr Segun Ogunsanya, Chairman of the Airtel Africa Foundation, said the scholarship demonstrates the organisation’s commitment to nurturing Africa’s next generation of digital leaders. “Young Africans are brimming with talent and ambition. What many need is a fair chance to pursue their education without financial pressure. This scholarship reflects our belief that investing in their growth will strengthen communities, empower families, and expand the continent’s digital future,” he said.

Applicants must be enrolled in 100-level, have scored at least 230 in JAMB, and hold a minimum of five credits in WAEC, including English and Mathematics, in a single sitting. Required documents include Joint Admissions and Matriculation Board (JAMB) results, university admission letter, West African Examination Council (WAEC) certificate, student identity card, and academic transcript or university results.

The Foundation encourages qualified students across the listed institutions to apply and position themselves for a stronger start in the technology sector. Applications can be submitted at candidate.scholastica.ng/schemes/airtelfellowship2025.

 


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