Nigerians’ use of mobile devices to make online retail purchases is, in several categories, significantly higher than global purchasing averages
Amidst the challenges of limited Internet connectivity and unreliable connections, the Global Connected Commerce Survey by research company Nielsen has found that Nigerians’ use of mobile devices to make online retail purchases is significantly higher than the global purchasing rates across several categories.
“This points to the fact that an e-commerce experience is the new retail reality, as digital devices enable Nigerian consumers to shop wherever and whenever they choose,” says Nielsen. “The shift towards mobile purchasing reflects a larger trend that is occurring in retail: proximity shopping. Across all regions [covered by the international survey], smaller format stores that are close to work or home are growing fastest, and nothing offers greater convenience or proximity than the mobile device in consumers’ pockets.”
The study says that, as more consumers adopt an ‘on-demand lifestyle’ and turn to mobile devices to shop, the most successful retailers will be those that optimise and differentiate their mobile services as a way to enhance the in-store experience of shoppers.
It found that three quarters of Nigerian respondents (77%) who are Internet connected have used their laptop, and 46% their smartphone, to purchase packaged grocery food. Other popular online buys include beauty and personal care products, fashion-related items, restaurant/meal delivery services, travel-related products, and books and music.
When it comes to the types of activities potential shoppers engage in online, 50% of Nigerian respondents said they looked up product information, followed by 32% who said they used the Internet to compare prices. A total of 31% said they looked for product reviews.
When engaging in online shopping, cash-on-delivery and debit card payments are the most common form of payment methods (76% and 59%) for Nigerian online shoppers, with direct debit from a bank accounting for 38% of payments.