ENTERPRISE54 – The Mobile Experience Centre of Nigeria’s first open living lab and pre-incubation space CcHub has released a 2nd edition of the “How I Use my Phone” series, a research aimed at gathering market research intelligence around mobile behavior in Nigeria. The aim of the series is to provide open access to information that
ENTERPRISE54 – The Mobile Experience Centre of Nigeria’s first open living lab and pre-incubation space CcHub has released a 2nd edition of the “How I Use my Phone” series, a research aimed at gathering market research intelligence around mobile behavior in Nigeria.
The aim of the series is to provide open access to information that will prove useful to the general public; albeit for different purposes such as knowledge acquisition, research, projects, product development etc.
This second installment, a sequel to the first which studied mobile usage patterns among market traders, is targeted at Nigerian working professionals.
The survey samples 1552 participants across several sectors of the economy and management levels from entry to senior management. 58.3% of the sampled population is dominated by male professionals. An interesting point to note is that the largest share of the population, 39.3% use their mobile phones, most, to browse over 36.1% who said they use theirs for making calls mostly.
A far-leading 31% also named Whats app as their most used mobile application. BBM followed with 20.9% with Facebook trailing behind with 15.7%. South African telecoms giant didn’t falter. MTN accounted for over a third of the population’s mobile network providing service to 38.5% of the professionals. Etisalat followed with 25.1% while Airtel and Glo trailed with 23.3% and 13.2% respectively.
A major flaw of the infographic (or research) is the negligence of participants’ income revenue. The purchasing power of these 1552 professionals is definitely a pivotal determinant of their mobile phone preference and behavior and without studying this financial factor it is impossible for Mxlab to achieve its noble objective of producing a balanced market intelligence businesses or organizations can rely on to build operations.
For example, How I Use my Phone infographic claims 56.1% of Nigerian professionals own a mobile phone, 37.9% own two, 5.3% own three and 0.6% own four. The only way the imports of this information should be taken seriously is if the questioned group share a common income range. Otherwise, it is heavily skewed. It doesn’t show, for example, if 56.1% of the sampled senior management execs who earn enough to own four phones, actually keep to owning just one. This would have really shed light on their psychology, indicating if their multiple phone ownership is determined by increasing expandable income, taste or simply borne out of necessity. Ditto, the denomination part that shows a dominant share of the professionals – 33.9%, buy N200 worth of call credit most while 17.3% purchase N100 worth. This insight is short-sighted. It doesn’t really tell if it’s the broke guys that are buying N100 call cards or some other factor, like availability of card denomination, is totally at play.
I submit a better way for forthcoming sequels.
Income of the participants should be factored in, then every money-dependent question should be presented against the different earning power. For example, the mobile phone ownership donought chart should be done for those earning between zero to N50,000, N51,000 to N100,000, etc. The understanding of the part money plays in influencing decisions and dictating behavior in this cash-dependent issues, would be easier and clearer to deduce.
For more information on the infographic released view here
Download Pdf version of infographic here