Blackberry, HP rule gadget market, BusinessDay Research Report

A report released by BusinessDay’s Research and Intelligence Unit (BRIU) indicates that social media platforms, e-mail service providing sites and local newspaper sites are the most patronised across Nigeria.

The report which goes further to detail the degree of usage of different online media platforms, revealed that more than three quarter of Nigerians who use the internet, visit facebook, 65% use the yahoo mail platform, 57% use Google or Gmail, while 44% visit newspaper sites on their phones regularly.

According to the report which also contains a nationwide survey, “Nigeria now has about 56 million internet users, most of whom have 24 hour internet access on their mobile phones. But offices remain major sources of internet access.

Other findings in the 42 page report which will be partially published in BuisnessDay , are that the HP brand dominates the market for desktop and laptop computers, ahead of Dell, Mac and Acer.

In the tablet market; Samsung is the most popular brand ahead of ipads, while Blackberry smart phones account for more than 50% of phones being used to access the internet by respondents. As of December 2011, information from senior personnel in the GSM industry showed that  as early as 2010 there over 2.4 million Blackberry devices on Nigeria’s four GSM networks MTN, Globacom, Airtel and Etisalat, and that the numbers were growing at the rate of about 30 percent per annum. From then till date, the number of Blackberry devices in circulation has continued to increase. The success of the brand is largely attributed to the prestige it bestows and additional features which it offers.

These features, including pinging,  have endeared the brand to many users since they allow communication at almost zero cost. But some Android phones have also incorporated some of these services and on the back of this, have gained significant market share.

Nokia, Samsung and Sony Ericson are used by a distant 24%, 19% and 2% respectively.

On opportunities open for further expansion, the report says, “we believe that the market from access bundles which are tailored for multiple users at home, presents an exciting opportunity for Internet Service Providers, which can still take advantage of the market of internet users who are not satisfied with the amount and quality of access they get at work.”

The report has recommendations for advert agencies, Internet Service Providers and other institutions which are interested in the way Nigerians use online media. It is available on request.