Recently, Twinpine Network carried out a research survey covering various demographics across Nigeria with shocking revelations. The research showed that contrary to the popular assumption, the older generation of internet users in Nigeria are becoming more active than the younger generation.
The comparative study taken from about twenty two thousand respondents which showed that internet users between the ages of 53 to 33 years (Generation X) were more active on the internet when matched against their counterparts aged 32 to 19 years of age (Generation Y).
This paints a different picture from the generally accepted idea that the internet is the medium of the younger generation. The knowledge is an eye opener and shows how trends in internet usage are taking shape among consumers, implying that marketing efforts can be more effectively targeted to reach the right demographics.
Of the activities which topped the list in terms of frequency of use for Generation X, were the use of search engines for research; News on current affairs, lifestyle, entertainment and sports; and online shopping. According to the research 50% more people between the ages of 53-33, regularly purchased goods and services online and 6% more of this demographic were more likely to share information on social media or lodge a complaint about a product/service via social media.
Probable factors for the increased usage by this age bracket include higher spending power not only in purchasing advanced mobile devices, but also to purchase bigger data bundles as well as goods and services online.However, it was interesting to note that the gap was still not very wide. The figures predict a trend of growth which would affect the way both advertisers and digital marketers approach targeting and segmentation of consumers based on the type of media they consume.As a major mobile advertising network across Africa, Twinpine Network will continue to carry out periodic research on internet usage across multiple platforms through the support of partners within and outside Nigeria.