In the third quarter of 2024, WhatsApp was the most popular social media platform in Nigeria. It was mentioned by over 95 percent of internet users in the country 16 years and older. In absolute terms, the number of people using WhatsApp was projected at nearly 15 million in 2026. Social media platforms with most users The count of Facebook users in Nigeria significantly exceeded that of WhatsApp in 2022. In that year, Facebook users were expected to add up to slightly over 36 million, representing a user penetration rate of around 16.7 percent. Moreover, considering the count of users, around 26 million people were potentially reachable by online advertisers on Facebook. YouTube was another popular social network used by residents in Nigeria. Individuals who used the platform were forecast at nearly 6.7 million in 2022. Increasing overall social media usage In recent years, the number of social media users in Nigeria has been on the rise. As of 2022, social media users in the country reached roughly 34 million in total, expanding from the 18 million individuals registered in 2017. On the basis that this increasing trend keeps stable, it is expected that, by 2025, over 90 million people will use at least one social media platform in Nigeria. Overall, the most followed network accounts are those of friends, family, and people known by the social media user

As of February 2025, Nigeria had **** million active social media users. WhatsApp iand Facebook are the most used social media platforms in Nigeria.

This statistic shows the number of social network users in Nigeria from 2017 to 2026. In 2021, there were approximately ** million social network users in Nigeria, and this figure is projected to grow to *** million users in 2026.

As of June 2025, Facebook was the social media platform that was most often accessed on mobile devices in Nigeria, accounting for a market share of roughly ** percent. This was followed by Youtube and Twitter with around ** percent and ** percent, respectively. Overall, the share of Facebook in the total web traffic in Nigeria reached over ** percent in 2021.

As of January 2025, around **** percent of social media users in Nigeria aged between 18 and 24 years were men. Moreover, the share for women in the same age group corresponded to nearly ** percent.

Social media e-participation preference data from the Nigerian local government. the data as extracted from an online Google data form.

The social media data was obtained by extracting online discourse on Nigeria's 2013 budget. This was done as a component of the media analysis on the case study investigating the use of the online national budget of Nigeria which is part of the 'Exploring the Emerging Impacts of Open Data in Developing Countries' (ODDC) research project.

As of the third quarter of 2023, over ** percent of internet users in Nigeria used social media primarily to keep in touch with friends and family. Moreover, for around ** percent and ** percent of internet users in the country, social media platforms were accessed to make new contacts and read news stories, respectively. Filling up spare time was cited by roughly ** percent of the respondents.

Nigeria digital advertising and social media economy market valued at USD 1.2 Bn, driven by internet penetration and e-commerce growth, projected to expand with influencer marketing and video content trends.

Nigeria online advertising and digital media market is valued at USD 1.1 billion, driven by internet penetration and mobile adoption, with growth in social media and video ads.

** percent of Nigerian respondents answer our survey on "Most used social media platforms by type" with "Instant messengers (e.g., WhatsApp, Facebook Messenger, WeChat)". The survey was conducted in 2023, among ***** consumers.Access millions of exclusive survey results with Statista Consumer Insights.

One of the sectors that felt the impact of the Corona Virus Disease 2019 (COVID-19) pandemic was the educational sector. The outbreak led to the immediate closure of schools at all levels thereby sending billions of students away from their various institutions of learning. However, the shut down of academic institutions was not a total one as some institutions that were solely running online programmes were not affected. Those who were running face to face and online modes quickly switched over to the online mode. Unfortunately, institutions that have not fully embraced online mode of study were greatly affected. 85% of academic institutions in Nigeria are operating face to face mode of study, therefore, majority of Nigerian students at all levels were affected by the COVID-19 lockdown. Social media platforms and emerging technologies were the major backbones of institutions that are running online mode of study, therefore, this survey uses the unified theory of acceptance and use of technology (UTAUT) model to capture selected Face to face Nigerian University students accessibility, usage, intention and willingness to use these social media platforms and emerging technologies for learning. The challenges that could mar the usage of these technologies were also revealed. Eight hundred and fifty undergraduate students participated in the survey.

The dataset includes the questionnaire used to retrieve the data, the responses obtained in spreadsheet format, the charts generated from the responses received, the Statistical Package of the Social Sciences (SPSS) file and the descriptive statistics for all the variables captured. This second version contains the reliability statistics of the UTAUT variables using Cronbach's alpha. This measured the reliability as well as the internal consistency of the UTAUT variables. This was measured in terms of the reliability statistics, inter-item correlation matrix and item-total statistics. Authors believed that the dataset will enhance understanding of how face to face students use social media platforms and how these platforms could be used to engage the students outside their classroom activities. Also, the dataset exposes how familiar face to face University students are to these emerging teaching and learning technologies.

Social Media Interaction Logs

  Dataset Description

Comprehensive social media interaction logs for Nigerian retail and e-commerce analysis

  Dataset Information

Category: Marketing and Engagement Industry: Retail & E-Commerce Country: Nigeria Format: CSV, Parquet Rows: 400,000 Columns: 11 Date Generated: 2025-10-06 Location: data/social_media_interaction_logs/ License: GPL

  Schema

Column Type Sample Values

post_id String POST0000000… See the full description on the dataset page: https://huggingface.co/datasets/electricsheepafrica/nigerian_retail_and_ecommerce_social_media_interaction_logs.

Survey research on migrants is notoriously challenging, especially if the goal is to collect data across a range of countries. Social-networking sites’ ability to micro-target advertisements to migrant communities combined with their near-global reach makes them an attractive option. Yet there is little rigorous evaluation of the quality of data thus collected – especially for populations from developing countries. We compare samples of Nigerian emigrants in Canada and Italy and Nigerians (at home) in Nigeria recruited through targeted advertising on Facebook and Instagram to population estimates. We find our samples contain varying degrees of bias in the case age and gender, and systematically miss those with little formal education. How much this affects our samples’ representativeness varies across contexts: discrepancies are much smaller for emigrant populations in Canada than in Italy and much larger in Nigeria, where a large share of the population has little formal education and limited literacy. Post-stratifying each sample on age, gender, and education does not ameliorate bias on other variables such as ethnicity, religion, period of migration, or political attitudes. We discuss the potential and limitations of social-media driven sampling and highlight key considerations for implementing it to collect multi-sited data on migrants. For Peer Review

Nigeria digital advertising and programmatic media market valued at USD 300 million, driven by internet penetration and mobile usage, with strong growth in social media and retail sectors.

This paper investigates the preference, adoption, and utilization of e-government services among the citizens of Nigeria through preferred social media. Adopting a quantitative methodology approach with 1000 samples from various local governments and Statistically Analyzing the data, the research explores the extent to which Nigerian citizens have embraced e-government initiatives through social media and the factors influencing their adoption. Questions focusing on the availability of e-government platforms, social media e-governance, and e-participation level based on trust in government, the most preferred social media for e-participation were considered. Findings reveal varying levels of e-government adoption across different local government authorities, influenced by factors such as infrastructure limitations, institutional capacity, and political will, also a high level of participation through various social media platforms was observed, and the level of correlation between government trust and e-participation using the available platforms was found to be minimal. The paper contributes to the understanding of e-government implementation in the Nigerian context, offering insights into strategies for enhancing the effectiveness and sustainability of e-government initiatives at the local government level using social media Platforms.

There were more male social media users in Nigeria than female users as of the third quarter of 2023. Men using social media represented over ** percent of the total users. In the beginning of the same year, nearly ** million individuals were connected to a social media platform in the country. WhatsApp was the most popular social media in the country in the year prior, 2022.

The use of social media has evolved from platforms designed primarily for social connection and news sharing to include vibrant virtual academic environments. These platforms allow pathologists from across the globe to interact, exchange knowledge, and collaborate. Pathology in Nigeria, as in much of Africa, faces severe knowledge and practice gaps, with a lack of supporting modern laboratory infrastructure. Social media represents a potentially highly valuable avenue to help address some of these deficiencies. In this Perspective piece, we highlight our experience with the increasing role of social media in providing quality medical education in pathology globally, with an emphasis on how it bridges many of these gaps in Nigeria. Social media sites serve as sources of readily accessible, free, high-quality information to pathologists and trainees through academic discussions, quizzes, journal clubs, and informal consultations. They also provide opportunities for professional networking and research collaborations. Despite the availability and wide reach of these platforms, social media as a tool for advancement of knowledge in pathology is still undersubscribed in this part of the world. Improving awareness of and support for these tools will ideally help mitigate some of the challenges of practicing pathology in low and middle-income settings.

This data is on what and how undergraduate students of Covenant University, Nigeria use the social media. A survey was carried out among 2,798 undergraduate students. A close ended questionnaire was the instrument for data collection. These data indicate that they mainly use the social media for personal communication, information search, entertainment, academic as well as non-academic purposes. They use the social media for private messaging, socialization and sharing of ideas with their families, friends, colleagues and lecturers. These respondents are of the opinion that the paramount benefit they have derived from using the social media is freedom of expression as the social media provide the platforms for them to do so. The respondents spend at least an hour or two every day using the social media.

The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in promoting or inhibiting not only COVID vaccination, but other routine vaccinations as well. The aim of this study was to conduct a national-level quasi-experimental evaluation of a social media based COVID-19 vaccination promotion campaign in Nigeria run in 2022. We followed a longitudinal cohort of Nigerians (at baseline) drawn from all 37 states in Nigeria over a 10-month period. This was done at 3 time points to evaluate psychosocial predictors of vaccination and vaccination outcomes following a theory of change based on Diffusion of Innovations, Social Norms Theory, and the Motivation, Opportunity, Ability (MOA) Framework. In a quasi-experimental design, participants in 6 Nigerian states where the social media campaign was run (treatment) were compared to participants from non-treatment states. This study highlights new social media-based data collection techniques. The study found that vaccination rates increased in treatment states compared to non-treatment states, and that these effects were strongest between baseline and first follow up (December 2021 to March 2022). We also found that more pro-vaccination social norms at one time point are associated with higher vaccination rates at a later time point. Social media campaigns are a promising approach to increasing vaccination at scale in LMICs, and social norms are an important factor in promoting vaccination, which is consistent with the Social Norms Theory. We describe implications for future vaccination campaigns and identify future research priorities in this area.