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Media Habits Of Nigerian Mobile Subscribers
eShekels Limited, Oct 2005, Pages: 77
The media and its various disseminating channels are dynamic. This was sparked off by the mobile phone which has risen to become the lifestyle device with the greatest impact on the mobile consumers in Nigeria. Based on live, face-to face interviews with 24,000 mobile subscribers across Nigeria, the overwhelming evidence is this: The mobile phone is the most widely used and patronized medium amongst mobile subscribers. The mobile phenomenon has had the greatest impact on the lives of Nigerians since it was introduced in 2001.
Majority of respondents interviewed make use of their phones more than they watch television, listen to radio, browse the internet or read newspapers. The study compares the use of the mobile with other media devices and is a vital tool to understanding consumer behavior, attitudes, preferences and habits. A remarkable teledensity is showcased by the dramatic growth of ownership of phone lines from barely 500,000 to nearly 16,000,000 in just three years. Thus, placing Nigeria as the foremost growing telecom markets in the world.
Mobile phones in Nigeria have become indispensable business partners, facilitators of relationships, and in many ways, trusted companions. From the basic need of enabling voice communications, to the growing configuration of Value Added Services, the impact of the mobile phone in Nigeria's socio-economic fabric continues to grow. Knowing who the consumer is, where he is located, and how to reach him have become imperatives in winning the GSM media war. To create effective brand differentiation that will ensure consumer preference, marketers must have a deep understanding of consumers, their lifestyles, service preferences, usage patterns, price sensitivity, and their expectations of service and its providers.
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