Thirty-three million Nigerians are active on social media, with the most used social media platforms being WhatsApp, Facebook and YouTube.
According to the Digital 2021: Nigeria report by Datareportal, 15.8 per cent of a total population of 208.8 million Nigerian citizens are active on social media platforms.
The report said the number of social media users in Nigeria increased by six million between January 2020 and January 2021.
It also said that Internet penetration in Nigeria stood at 50 per cent, with 104.4 million Internet users in January 2021, an increase of 19 million from January 2020.
The data showed that Nigerians aged 16-64 spent an average of four hours, 55 minutes using the Internet on mobile devices in a day, and spent an average of three hours and 41 minutes on social media.
The most visited site in Nigeria was Google with a total visit of 220 million. Users spent an average of 18 minutes, 14 seconds on Google.
The next was Bet9ja with a total visit of 86.1 million with an average time of 25 minutes and 58 seconds. Facebook followed with total visits at 48.3 million, with an average time per visit at 18 minutes and 39 seconds.
According to the report, the total number of mobile apps downloaded throughout 2020 was 640 million, while the total consumer spend on mobile apps was $60m.
The most downloaded apps were WhatsApp, Facebook and TikTok and the apps most spent on were Line, Dingtone and Truecaller.
It added that 64.69 million people made digitally enabled payment transactions in 2020, with $1.79bn spent on travel, mobility and accommodation, $1.82bn on fashion and beauty, including $1.34bn spent on electronics and physical media.
The total digital advert spend on 2020 was $233.9m, with $128.1m spent on search ads, $62.16m spent on social media ads.
The research added that penetration of smart home devices in Nigeria was three per cent with 1.24 million homes having smart home devices.
Globally, 4.2 billion people, 53.6 per cent of the world’s population at 7.83 billion, are active social media, an increase of 490 million people from January 2020 to January 2021.