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franklinozekhome
Decoding
Millennials
In Nigeria
Abriefing on the Nigerian youth market & pop-culture
one of the world’s fastest growing
mobile communications market
© icrossing.com
AGE GRP
Population
both sexes
Population
Male
Population
Female
Percent
Both
Sexes
Total (All Ages) 140,765,768 70,108,289 70,657,479 100.0%
0 - 4 21,304,234 10,731,929 10,572,305 15.1%
5 - 9 17,685,859 8,911,126 8,774,733 12.6%
10 - 14 15,518,616 7,822,125 7,696,491 11.0%
15 - 19 13,615,584 6,867,512 6,748,072 9.7%
20 - 24 12,201,811 6,167,626 6,034,185 8.7%
25 - 29 10,284,594 5,235,608 5,048,986 7.3%
30 - 34 8,135,658 4,205,987 3,929,671 5.8%
35 - 39 6,634,150 3,427,358 3,206,792 4.7%
40 - 44 5,488,984 2,814,948 2,674,036 3.9%
45 - 49 4,502,344 2,314,317 2,188,027 3.2%
50 - 54 3,774,988 1,908,069 1,866,919 2.7%
55 - 59 3,216,615 1,604,919 1,611,696 2.3%
60 - 64 2,472,275 1,222,647 1,249,628 1.8%
65 - 69 1,774,303 860,160 914,143 1.3%
70 - 74 1,164,689 554,218 610,471 0.8%
75 - 79 642,574 300,605 341,969 0.5%
80+ 348,490 159,135 189,355 0.2%
media age of 18
70% under 30 years
© investor-reports.com
Generation Y
mobile youths of the new millennium
always in search of something more…
have more attitude
need more motivation from brands
require more ownership
The ‘Millennials’
the millennials
love brands that
enable and
empower them
And they want people to take notice!
they want to live their lives now!
and they want people to take notice
Drake
Lady Gaga
Agbani Darego
and have other desires
identity is it
www.felaonbroadway.com
± has a world view
± progressive & entrepreneurial
± very optimistic
± has a genuine hunger to be
part of the global community
the average nigerian
…a “native of nigeria; citizen of the world”
Nigerian Hip-hop superstar D’Banj
exponential growth witnessed
in the fashion industry
Tyson Beckford walks the runway for ThisDay Arise
Magazine Show, at New York Fashion Week/ Model
presents creation of Deola Sagoe © Bella Naija.
the nigerian movie industry has
grown at a phenomenal rate
Nollywood actress Genevieve Nnaji
music consumption is
becoming increasingly local
…whilst nigerian stars are dominating
the international music scene
D’Banj
Lagbaja
passionate about soccer
Nigeria’s Super Eagles
comedians
have become
brand ambassadors
Comedian ‘Basketmouth’
what these all means
1. ideas rule: stand for something
it’s all about making connections
Hip-hop's hottest female star Nicki Minaj aka ‘Black Barbie’
2. the future belongs to the youths
trendsetters…not bound by conventions
© Getty Images
achievement…inner satisfaction…contentment
3. consumers want to self actualize
Model:
Oluchi Onweagba
Actor:
Chiwetel Ejiofor
± love social networking; being in company of friends, peers and
colleagues
± want to achieve more in their lives
± want to share special moments with family and loved ones
± express themselves as they wish
lifestyle
© Getty Images
insights
want a hassle-free simple life and
to focus on the things they enjoy
”
“
value identity, culture and tradition
desire new experiences everyday to feel inspired
value freedom + control
want to live in a world where dreams come true;
optimistic about the future
-----------
-----------
-----------
-----------
-----------
----------
© InstantGrass
Decoding Millennials in Nigeria is a comprehensive 50+ page 2010 Trend Report on the Nigerian
youth market & pop-culture. The report comes fully packaged with in-depth market analysis,
photos, video links, and refreshing perspectives from the point-of-view of mobile youths in Nigeria.
Formore info about customized trend reports , contact franklinozekhome@gmail.com.
Decoding Millennials in Nigeria I franklinozekhome@me.com I +1 347.283.0951
Facebook + Twitter I @donniefranklin I +1 646.508.3507
future next?
need
inspiration?
cool ideas?
trend report?
new business?
digital planning?
visual mapping?
consumerinsights?
franklinozekhome@me.com
insidethe mind
of a m/ad man
franklinozekhome is a strategic planner, trendspotter, and a student of
culture and brands. A leading authority + keynote speaker on youth
marketing, digital trends, and Nigerian marketnomics, he was recently
nominated by The Future Awards as “2010 Business Professional of the
Year.” Ozekhome previously held senior planning roles at InsightGrey
and McCann Erickson, and has spent over a decade advising leading
companies and brands like Visa, Samsung, Total, PepsiCo, Heineken,
BritishAmerican Tobacco, MTN, Access Bank, GSK and Emirates Airline.
He is the Founder + Chief StoryTelling Officer of Identiture®, a New York
based strategic planning consultancy.
Followhis rants, raves and tantrums onTwitter @Donniefranklin.
www.franklinozekhome.com
™
franklinozekhome
say hello
© franklinozekhome™ 2010

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Decoding Millennials In Nigeria

  • 1. franklinozekhome Decoding Millennials In Nigeria Abriefing on the Nigerian youth market & pop-culture
  • 2. one of the world’s fastest growing mobile communications market © icrossing.com
  • 3. AGE GRP Population both sexes Population Male Population Female Percent Both Sexes Total (All Ages) 140,765,768 70,108,289 70,657,479 100.0% 0 - 4 21,304,234 10,731,929 10,572,305 15.1% 5 - 9 17,685,859 8,911,126 8,774,733 12.6% 10 - 14 15,518,616 7,822,125 7,696,491 11.0% 15 - 19 13,615,584 6,867,512 6,748,072 9.7% 20 - 24 12,201,811 6,167,626 6,034,185 8.7% 25 - 29 10,284,594 5,235,608 5,048,986 7.3% 30 - 34 8,135,658 4,205,987 3,929,671 5.8% 35 - 39 6,634,150 3,427,358 3,206,792 4.7% 40 - 44 5,488,984 2,814,948 2,674,036 3.9% 45 - 49 4,502,344 2,314,317 2,188,027 3.2% 50 - 54 3,774,988 1,908,069 1,866,919 2.7% 55 - 59 3,216,615 1,604,919 1,611,696 2.3% 60 - 64 2,472,275 1,222,647 1,249,628 1.8% 65 - 69 1,774,303 860,160 914,143 1.3% 70 - 74 1,164,689 554,218 610,471 0.8% 75 - 79 642,574 300,605 341,969 0.5% 80+ 348,490 159,135 189,355 0.2% media age of 18 70% under 30 years © investor-reports.com
  • 4. Generation Y mobile youths of the new millennium always in search of something more… have more attitude need more motivation from brands require more ownership The ‘Millennials’ the millennials
  • 5. love brands that enable and empower them
  • 6. And they want people to take notice! they want to live their lives now! and they want people to take notice Drake Lady Gaga Agbani Darego
  • 7. and have other desires
  • 9. ± has a world view ± progressive & entrepreneurial ± very optimistic ± has a genuine hunger to be part of the global community the average nigerian …a “native of nigeria; citizen of the world” Nigerian Hip-hop superstar D’Banj
  • 10. exponential growth witnessed in the fashion industry Tyson Beckford walks the runway for ThisDay Arise Magazine Show, at New York Fashion Week/ Model presents creation of Deola Sagoe © Bella Naija.
  • 11. the nigerian movie industry has grown at a phenomenal rate Nollywood actress Genevieve Nnaji
  • 12. music consumption is becoming increasingly local …whilst nigerian stars are dominating the international music scene D’Banj Lagbaja
  • 15. what these all means
  • 16. 1. ideas rule: stand for something it’s all about making connections Hip-hop's hottest female star Nicki Minaj aka ‘Black Barbie’
  • 17. 2. the future belongs to the youths trendsetters…not bound by conventions © Getty Images
  • 18. achievement…inner satisfaction…contentment 3. consumers want to self actualize Model: Oluchi Onweagba Actor: Chiwetel Ejiofor
  • 19. ± love social networking; being in company of friends, peers and colleagues ± want to achieve more in their lives ± want to share special moments with family and loved ones ± express themselves as they wish lifestyle © Getty Images
  • 20. insights want a hassle-free simple life and to focus on the things they enjoy ” “ value identity, culture and tradition desire new experiences everyday to feel inspired value freedom + control want to live in a world where dreams come true; optimistic about the future ----------- ----------- ----------- ----------- ----------- ---------- © InstantGrass
  • 21. Decoding Millennials in Nigeria is a comprehensive 50+ page 2010 Trend Report on the Nigerian youth market & pop-culture. The report comes fully packaged with in-depth market analysis, photos, video links, and refreshing perspectives from the point-of-view of mobile youths in Nigeria. Formore info about customized trend reports , contact franklinozekhome@gmail.com. Decoding Millennials in Nigeria I franklinozekhome@me.com I +1 347.283.0951 Facebook + Twitter I @donniefranklin I +1 646.508.3507 future next?
  • 22. need inspiration? cool ideas? trend report? new business? digital planning? visual mapping? consumerinsights? franklinozekhome@me.com
  • 23. insidethe mind of a m/ad man franklinozekhome is a strategic planner, trendspotter, and a student of culture and brands. A leading authority + keynote speaker on youth marketing, digital trends, and Nigerian marketnomics, he was recently nominated by The Future Awards as “2010 Business Professional of the Year.” Ozekhome previously held senior planning roles at InsightGrey and McCann Erickson, and has spent over a decade advising leading companies and brands like Visa, Samsung, Total, PepsiCo, Heineken, BritishAmerican Tobacco, MTN, Access Bank, GSK and Emirates Airline. He is the Founder + Chief StoryTelling Officer of Identiture®, a New York based strategic planning consultancy. Followhis rants, raves and tantrums onTwitter @Donniefranklin. www.franklinozekhome.com ™