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Nigerian Youth Market: Field Jottings of a Market Research Consultant

The teens and youths in our society are referred to as the leaders of tomorrow to marketers and advertisers they are the sovereigns of tomorrow and it would be a worthwhile effort to understand how they think, feel and react to marketing communication 
 
This important audience in question constitutes 63% of the Nigerian population (107,000, 000) that is the population of Benin, Togo, Ghana, Cote D’Ivorie and Guinea put together. 
 
Major Characteristics 
•They are ever Impatient/want immediate satisfaction
•Like appeals and imaginations
•Try new products/low loyalty likely 
•They are influenced by peer group (Influence). 
They want a chance to produce content and involve themselves more with brands. They want human contact and interaction
•They expect brands to cater for their entire lifestyle providing experiences beyond the brand
•They make more discerning choices around health they have many sources for different types of information and they get these on the go, they string all of these up and become more calculative in their judgment
•Majority of the 60,000,000 million Nigerians that use the internet once a week are from this group 
 
•They are more territorial with which parts of advertising they open up to; they have their BB group(s) and their own world. Regular TV adds is not enough to make these people buy …more is required. They are bargain seekers.very mindful of researching & comparing prices, before they buy they ask their friends questions and seek opinion …popular slang among them is …have you heard that ….
 
•They are involved in multiple activities and they want their brands to do same …they love life and want to enjoy to the fullest  “…give me what you have for me know…” is their language 
 
•They have multiple sources of income majorly from their parents and friends.
 
 BEST WAY TO REACT
•Advertisers have to work within the boundaries of these 107,000,000 strong teens and young adults, they must work hard to earn their confidence and make a friend out of them. This at times requires thinking out of the box
 
•Instant prizes for promotions/activations, seamless availability of offers , they should not work too hard to earn prices 
 
•Tap into their imaginations to co-create e.g. packaging, ideation/ concept development, ensure offers touch their sense of appeal recognize them and their opinion 
 
•Innovate, deliver new offers to guard them against trying competition we must be meaningfully different from the competition
 
•We must identify peer group leaders and use them to influence others’ (within group) behaviour and affinity towards our brands 
 
•They love talking and acting brands this provides opportunities for interactive campaigns, blogging and the creation of online communities…we must talk to them here and engage them in a more meaningfully way. Please note they would not spend their limited resources on you except you have a story and activities of interest…provide the reason to visit.
Brands need to be meaningfully different to appeal to this new power house in our market 
 
In the words of Nigel Hollis (Chief Global Analyst at Millward Brown) the vast majority of brands today trade on past equity and transient buzz. As a result consumers increasingly perceive brands as substitutable and they value getting a good deal more than a specific brand. 
 
A widely held excuse for this situation is that it is impossible to sustain differentiation in today’s competitive marketplace. As a result, many marketers value innovation for innovation’s sake, fame not substance, buzz not advocacy. The new Nigerian kids on the block would not play if we are going by our business the usual way 
 
The biggest challenge that brands face is creating sustainable and profitable growth. That requires focusing on meaningful differentiation: functional, emotional or societal. The meaningfully different brand not only sells more it can sustain a price premium over time.