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Survey says Nigeria’s older generation are more active online


A comparative study carried out by Twinpine Networks, a premium mobile advertising network, contradicts popular opinion, as its recent research reveals that Nigeria’s older generation are more active online than the younger generation.
The study, which was carried out on twenty-two thousand respondents, showed that internet users between the ages of 53 to 33 years (Generation X) are more active on the internet than those aged 32 to 19 years of age (Generation Y).
According to the research, respondents belonging to the Generation X frequently use the internet for research, news on current affairs, lifestyle, entertainment and sports, and online shopping while the Generation Y use the internet mostly for social media interaction and Instant Messaging.
The report also stated that 50 percent more people between the ages of 53-33, regularly purchased goods and services online and 6 percent more of this demographic were more likely to share information on social media or lodge a complaint about a product/service via social media.
Possible factors for the increased usage by Generation Y include higher spending power not only in purchasing advanced mobile devices, but also to purchase bigger data bundles as well as goods and services online.
Also, when it comes to device ownership, generation x leads the way as they are likely to have all the devices (Radio, television, computer and mobile phone). However Generation Y has more mobile devices than Generation X.
Marketers are therefore advised to take advantage of the mobile platform while brands are urged to ensure that they have a strong mobile presence.
‘Mobile is not just a strong device for both generations, it is an extension of their daily lives,” the study noted.
Speaking about the findings, Research Lead at Twinpine Eniola Moronfolu said:“This knowledge is an eye opener and shows how trends in internet usage are taking shape among consumers. This also means that marketing efforts can be more effectively targeted to reach the right demographics.” (VNETURES AFRICA)

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