Nigeria, with 125 million mobile subscribers, is not only Africa’s largest mobile market,but its population are a fascinating case in point. Nigerians are an extremely connected and engaged population, so much so that the mobile device has become an integral part of the Nigerian life-style as a whole. With the costs of smartphones decreasing and as the mobile broadband infrastructure continues to improve – we are going to see the mobile phone becoming even more deeply embedded in the daily lives of Nigerians. This will undoubtedly unlock significant opportunities for SA marketers to rethink their mobile strategies, especially since Nigerians are expected to spend more time on their mobile phones as they join the world of mobile money and mobile broadband.

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