Jumia Shows Nigerian Mobile Trends For 2017

One of the biggest online store giant have presented their 2017 edition of africa mobile trends into paper which is  great  and i know that you wont  afford to miss this.
The third white paper presentation by the online store retailer which took place in Ikeja, Lagos, delved into mobile trends across Africa and specifically Nigeria.
The company’s presentation took a look at how the market has democratised mobile internet use, the consumer behaviours driving increased smartphone adoption and the role of mobile brands, mobile operators and m-commerce in creating a synergy of an enhanced customer experience.
Speaking at the event during a press conference, Mrs. Juliet Anammah, Chief Executive Officer, Jumia Nigeria, said this year’s Mobile Africa Study was carried out in 15 African countries which generate more than 80% of Africa’s GDP – Algeria, Nigeria, Morocco, Tunisia, Egypt, Mozambique, Ghana, Ivory Coast, Cameroon, Rwanda, Uganda, Tanzania, Kenya and Senegal.
The paper disclosed that there are 960 million mobile subscriptions across Africa – an 80% penetration rate among the continent’s population. Internet penetration is at 18% with 216 million internet users.
While Nigeria’s internet penetration is much higher at 53%, it mobile subscription is similar to Africa’s at 81% penetration (150 million mobile subscriptions). Like last year, it is presumed that the unique subscription rate is lower as each subscriber owns an average of 2 Subscriber Identification Module (SIM) cards.
As predicted in 2016, Nigeria continues its trajectory down the increasingly widening highway that is the mobile internet. With a current internet penetration rate of 53% (97.2 million users) Nigeria has a much higher penetration rate than across Africa (18%).
Explaining the role mobile devices and processes play in Jumia operations in Africa and particularly Nigeria,  Anammah said: “About 71% of website visitors on Jumia use their mobile phones. This is in comparison to 53% of Jumia African customers. One of the main vehicles of this mobile trajectory is the increasing adoption of the smartphone device by consumers. As predicted in our 2016 report, smartphone adoption continues to rise in Nigeria. The mobile phone category continues to be the most popular among Nigerian shoppers on Jumia, both in terms of the number of items sold and in terms of revenue generated. The sales of smartphones jumped up by 394% between 2014 and 2016, mostly driven by an increasing range of smartphones price points.”
The paper also stated that the average price for a smartphone on Jumia is $117, down from $216 in 2014. Correlating with this is a drop in the share of sales of basic feature phones from 6% in 2015 to 4% in 2016, even as the share of smartphones on the website increased.
In 2016 Chinese mobile brands held dominance and played a major role in introducing smartphones with lower price points. Infinix, Innjoo, Tecno, Samsung and Yezz are the top 5 smartphone brands in terms of sales on Jumia. Infinix continues to be Africa’s top smartphone brand across Jumia’s 15 markets. One of their entry-level smartphones, the Infinix Hot 4Lite was one of the best-selling phones across several African markets including Nigeria.
Speaking further, Jumia Nigeria CEO said: “On our end, an immediate key priority is to enhance the desktop user experience (which accounts for almost 30% of Jumia’s traffic and almost 40% of orders placed) by delivering a progressive web application that bridges the gap between conventional web pages and native mobile applications, to give customers a faster web and desktop experience that includes functionalities like push notifications and the ability to browse while offline.”
“Mobile customers (both those who use the Jumia app and those who browse from mobile browsers) account for 63% of all orders on Jumia Nigeria. Across the 15 markets where the study was carried out, that figure is at 47%. With a whopping 2,236,000 Jumia app downloads from 2015 to 2016 (a 128% increase), Jumia app users form a significant portion of the mobile traffic on Jumia Nigeria. Currently, 1 out of 2 mobile visitors in Nigeria are coming from the Jumia mobile app.”
Nigeria’s mobile trends for 2017 are positive with a steady growth of smartphones adoption and diversity. These increased offerings deliver more value for customers and cheaper access to internet connectivity.
This year’s Mobile Tends began early this year with a significant discount of 50% for every purchase by customers.
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Segun Adegoke

Segun Adegoke is an undergraduate of Mathematics at the Ahmadu Bello University , Kaduna. A lover of anything associated with tech. Eazy Empire is a technology blog owned by Segun Adegoke and run by multi authors. Eazy Empire was started in 2017 by Segun Adegoke to share his passion for both technology and blogging and put it to great use. Eazy Empire covers categories ranging from how to’s, tech news, mobile phones, computers, software and a whole lot more.

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