Connect with us

Telecom

Social Media Campaigns Influence Smartphone Purchasing Decisions

Published

on

Kindly share this post

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).


Kindly share this post

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.

Continue Reading
Advertisement
Comments

Telecom

Telcos Recover N2 Trillion following Crackdown on Indebted Subscribers

Published

on

Kindly share this post

Telecommunications operators in Nigeria have reportedly recovered over N2 trillion from subscribers in a sweeping debt recovery campaign that has left millions unable to make calls due to unpaid airtime and data loans.

Telcos Recover N2 Trillion following Crackdown on Indebted Subscribers

The aggressive enforcement follows new compliance requirements introduced by the Federal Competition and Consumer Protection Commission (FCCPC), which telecom operators reportedly failed to meet, according to The News Chronicle.

This led to the suspension of airtime and data lending services and triggered a nationwide push to recover outstanding debts.

As part of the measures, indebted subscribers have had their lines restricted from making calls until their loans are fully repaid.

The move has disrupted daily life across Nigeria, particularly for small business owners and workers who depend heavily on mobile connectivity.

The lending service, valued at over N400 billion annually, has long served as a financial lifeline for many Nigerians, especially those without access to formal credit systems.

However, its sudden suspension has forced users to seek alternative means to clear their debts or abandon their lines altogether.

Meanwhile, a legal dispute involving Nairtime Nigeria Limited has added another layer of complexity.

A Federal High Court in Abuja recently ordered MTN Nigeria and Airtel Nigeria to maintain access to key telecom infrastructure, including USSD and SMS services linked to the platform.

Despite the court’s interim injunction, lending services tied to the platform remain unavailable, indicating ongoing tensions between telecom providers, regulators, and fintech firms.

Industry stakeholders warn that the disruption highlights deeper challenges within Nigeria’s digital economy, where telecom infrastructure increasingly supports financial services.

Millions of users who rely on airtime and data borrowing remain disconnected, caught between regulatory policies, corporate disputes, and the need for affordable communication.

As pressure mounts, both regulators and telecom operators are expected to seek a resolution that balances consumer protection with uninterrupted access to essential digital services.


Kindly share this post
Continue Reading

Telecom

Organized Criminals Plunder Telecom Infrastructure across Nigeria, Cause Service Disruptions

Published

on

Kindly share this post

Theft and vandalism of critical infrastructure have reached crisis levels in Nigeria, as hundreds of generators and batteries are being stolen from base stations across the country.

Organized Criminals Plunder Telecom Infrastructure across Nigeria, Cause Service Disruptions

Vandals and criminal gangs target power-related assets and cables, creating significant operational damage, with over 50,000 cases reported over five years, leading to network shutdowns.

A newly released data from the Nigerian Communications Commission (NCC) showed that 656 critical power assets were stolen from telecom sites across the country in 2025 alone.

According to the NCC data, a total of 152 generators and 504 batteries were stolen within the year, raising fresh concerns about network reliability and quality of service.

The infrastructure theft debacle is not limited to generators and batteries alone as rampant cases of cables and diesel thefts are also reported.

This vandalism causes massive disruptions in electricity and connectivity, resulting in significant financial losses and hindered business operations nationwide.

Hardest Hit States are; Delta, Rivers, Cross Rivers, Akwa Ibom, Ogun, Ondo, Edo, Lagos, Kogi, FCT, Kaduna, Niger, Osun, and Kwara.

Operators like MTN Nigeria said it spent over N1 billion on security and repair in 2025 due to 9,218 fiber cuts.


Kindly share this post
Continue Reading

Telecom

MTN Nigeria Remits N878.7Bn Taxes, Levies in 2025

Published

on

Kindly share this post

MTN Nigeria Communications Plc has reported a total remittance of N878.7bn in taxes, levies, and duties for the 2025 financial year, representing a 15 per cent increase from the prior year and underscoring its significant contribution to government revenue and national development.

MTN Nigeria Remits N878.7Bn Taxes, Levies in 2025

The disclosure was contained in the company’s 2025 Sustainability Report, released on Monday, which highlights sustained progress across environmental, social, and governance (ESG) metrics, alongside continued investment in network expansion, social impact, and responsible business practices.

The telecoms operator said the increase in fiscal contributions reflects its expanding operations and commitment to regulatory compliance, even as it navigates a dynamic macroeconomic environment.

The report also marks MTN Nigeria’s seventh consecutive sustainability publication and its third year of voluntary adoption of the International Financial Reporting Standards (IFRS) Sustainability Disclosure Standards, ahead of mandatory compliance timelines.

Karl Toriola, chief executive officer, described the report as evidence of “decisive action and measurable progress,” noting that sustainability remains central to the company’s long-term value creation strategy.

According to him, MTN Nigeria continues to integrate ESG principles into its core operations to drive growth, manage risk, and unlock new opportunities.

Beyond its tax contributions, the company recorded notable environmental milestones, including a 6.4 per cent reduction in Scope 1 and 2 greenhouse gas emissions relative to its 2021 baseline.

It also secured a ‘B-’ rating for climate change and ‘C’ for water security from the Carbon Disclosure Project (CDP), while over a third of its top suppliers by spend have committed to its net-zero ambitions.

On the social front, MTN Nigeria expanded its network coverage to 93.7 per cent of the population, improving connectivity nationwide.

Female representation within its workforce rose to 43.4 per cent, while N2.7bn was invested in corporate social investment initiatives, impacting more than 534,000 individuals.

The company also launched its “Help Children Be Children” programme to promote child online safety and awareness.

In terms of governance and business performance, MTN Nigeria reported a Reputation Index of 80.2 per cent, exceeding its benchmark, and achieved a sustainability rating of 3.7 out of 4.0 from ESG rating firm Risk Insights.

The firm further strengthened local economic participation by directing 62 per cent of its procurement spend to domestic suppliers, an increase from the previous year.

Tobechukwu Okigbo, chief Corporate Services and Sustainability Officer,  said the company remains focused on delivering measurable, positive outcomes across its operations.

He noted that MTN Nigeria conducted a comprehensive “True Value Assessment” covering its economic, social, and environmental impacts between 2021 and 2024, alongside a double materiality assessment to better align its strategy with stakeholder priorities.

Okigbo added that the company also hosted its inaugural “Facts Behind the Sustainability Report” session at the Nigerian Exchange Limited (NGX), aimed at enhancing transparency and stakeholder engagement.

MTN Nigeria said it will continue to prioritise sustainable innovation, inclusion, and governance excellence, reiterating its commitment to ensuring broader access to the benefits of a modern, connected life while delivering long-term value to shareholders and society.


Kindly share this post
Continue Reading

Trending