Decoding

Millennials
In Nigeria
A briefing on the Nigerian youth market & pop-culture

franklinozekhome
one of the world’s fastest growing
mobile communications market

© icrossing.com
70% under 30 years
Percent
Population Population Population Both
AGE GRP both sex es Male Female 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 © investor-reports.com

 the millennials
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’
love brands that
enable and
empower them
they want to live their lives now!

Drake

Lady Gaga

Agbani Darego

and they want people to take

And they want people to take notice!
notice
and have other desires
 identity is it

www.felaonbroadway.com
 the average nigerian

± has a world view

± progressive & entrepreneurial

± very optimistic

± has a genuine hunger to be

part of the global community

Nigerian Hip-hop superstar D’Banj

…a “native of nigeria; citizen of the world”

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

Lagbaja

D’Banj

…whilst nigerian stars are dominating

the international music scene
passionate about soccer

Nigeria’s Super Eagles

 comedians
have become
brand ambassadors

Comedian ‘Basketmouth’
what these all means
1. ideas rule: stand for something

Hip-hop's hottest female star Nicki Minaj aka ‘Black Barbie’

it’s all about making connections

2. the future belongs to the youths

© Getty Images

trendsetters…not bound by conventions

 3. consumers want to self actualize

Actor: Model:
Chiwetel Ejiofor Oluchi Onweagba

achievement…inner satisfaction…contentment
 lifestyle
± 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

© 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
future next?
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.

For more 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

need
inspiration?
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franklinozekhome@me.com
 inside
the 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,
British American Tobacco, MTN, Access Bank, GSK and Emirates Airline.

He is the Founder + Chief StoryTelling Officer of Identiture®, a New York

based strategic planning consultancy.

Follow his rants, raves and tantrums on Twitter @Donniefranklin.

www.franklinozekhome.com
say hello
© franklinozekhome™ 2010

franklinozekhome