UPDATE [May 23, 2018]: Facebook now has 26 million active users in Nigeria. Read more here.
According to a recent survey, over 16 million Nigerians log in to Facebook every month. That is 1 million more mobile users from 5 months ago.
On a daily basis, 7.2 million people visit Facebook, 7 million via mobile, and of the over 16 million monthly users, 100% are mobile. There's more:
44% of Nigeria' Facebook users login to the service everyday. Of those daily active users, 97% come from mobile. The survey further reveals that 38% of online Nigerians use Facebook while watching TV (most of them during TV adverts) and a couple other interesting data.
If anything, these figures are more testament to the fact that Nigeria is increasingly becoming a mobile-only market. And Facebook is aware of this and the opportunity it presents. In a statement to the press, Nunu Ntshingila, Head of Africa for Facebook, confirmed Facebook's commitment to "deepen our partnerships with Nigerian businesses" in 2016. Just recently, Ntshingila and other top executives of Facebook visited Nigeria and Ghana to meet with local SMEs and discuss how they can maximize profits using Facebook.
"During this visit", said Ntshingila "we shared insights with our business and agency partners on how to deliver personalised marketing, at scale, where people are – on their mobile phone. We want to make sure Nigeria - its people, its agencies and its businesses - realise the opportunity that technology and mobile bring.”
Ntshingila continued: “We know the mobile platform people use the most in Nigeria is Facebook and up to 77% of Nigerians on Facebook use their mobile device to discover new products and services. Nigerians are sophisticated mobile users and this sophistication is increasing fast – people are ahead of businesses, and we’re here to help businesses create mobile-first solutions to grow their business.”
As of this publication, more than 52% of Facebook’s global ad revenue comes from areas outside the U.S and Canada. As it continues to place more focus on Africa and other emerging markets, things are looking upward for the world's biggest social network in 2016.