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Digital entertainment comprises 55% of Nigeria’s online purchases

South Africans might be slowly coming around to making better use of online buying avenues, but Nigeria is strongly forging ahead on the continent.

According to a survey conducted by Ipsos on behalf of PayPal, it revealed that Nigerian mobile shopping accounts for 38% of the country’s total online spend and 36% of cross-border purchases.

But what are Nigerians buying with their cross-border purchases? Well, it turns out that a big chunk of purchases are digital entertainment and education e.g. ebooks, digital downloads of music – as much as 55%.

“Nigeria is home to some of the keenest mobile shoppers on the African continent, and is also the third largest mobile commerce market in terms of the incidence of mobile shoppers amongst the countries that participated in the research,” Ipsos said in a statement.

“With 72% of online consumers shopping on a smartphone in Nigeria, the country follows China (86%) and India (82%) in terms of incidence of shopping via smartphone. The global average across the 29 surveyed markets is 47%.”

The top 5 online cross-border purchase categories in Nigeria are:

  1. Digital entertainment and education e.g. e-books, digital downloads of music (55%)
  2. Clothing, apparel, footwear and accessories (50%)
  3. Consumer electronics (45%)
  4. Jewellery and watches (43%)
  5. Physical entertainment and education (e.g. books, dvds etc.) (35%)

Ipsos noted that it was rather interesting to see Nigeria’s cross-border buying trends match closely with those of other online shoppers around the globe.

“For all shoppers surveyed in the global study, clothing was the top cross-border purchase; consumer electronics ranked second; digital entertainment and education, third; and physical entertainment and education, fifth,” it said.

Where are all these purchases made from? Well, the majority of them seem to stem from North America, as 48% of online shoppers having shopped in that region on the last year. Only 15% of online shoppers shopped in other regions of Africa.

Looking at the online shopping habits of Nigerian shoppers, it is clear that South Africa still has a long way to go.

[Image – CC by 2.0/azzief!]

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