Google’s new Consumer Barometer tool explores Internet usage in Nigeria

Google has launched the Consumer Barometer 2014 in Nigeria to enhance the understanding of how Nigerians and people across the globe deploy the internet for commercial activities.

The content of the Barometer is based on two research studies conducted in 46 different countries, involving over 150,000 respondents.

The Consumer Barometer was launched in 2014 in Nigeria to enhance the understanding of how Nigerians and people across the globe deploy the internet for commercial activities.

Google creates the most comprehensive free tool for advertisers to understand and compare online consumer behaviour across 46 countries.

Latest data insights: Nigeria is switching to online shopping. 45% of people researched their last purchase online.

Are you advertising on every screen? 61% of Nigerian respondents found out about the product they last purchased on a smartphone only, 16% on a computer only.

74% of Nigerian respondents used the internet for early inspiration and 49% to compare products during their last purchase.



For people in Nigeria, smartphones are becoming a vital part of online shopping. 85% of people used smartphones for product research. Against 30% using Computers and 6% using Tablets.

According to Juliet Ehimuan, Google’s Country Manager for Nigeria, the Consumer Barometer remains the most comprehensive free tool for anyone looking to understand and compare how people use the internet around the world. “For the 2014 edition, we worked closely with Hive, a London-based digital products and services design studio and the work involved 150,000 respondents in 46 different countries and profiled vertical sectors as clothing and footwear, home appliances, flights, hotels, cosmetics and groceries.

Using state-of-the-art technology to crunch the mammoth datasets and make the interface feel more responsive and easier on the eye, we believe we’ve come up with our most detailed and user-friendly Consumer Barometer yet.”

In Nigeria, there is also a growing switch of consumers to online shopping thanks in large part to the increasing availability and affordability of mobile devices. This switch, says Taiwo Kola-Ogunlade, Google’s Communication and Public Affairs Manager for Anglophone West Africa, is sure to make the Consumer Barometer an invaluable asset to advertisers, agencies and journalists, who seek creative insights into the shopping behaviour of consumers in the country. “Our research shows that smartphones are becoming a vital part of online shopping in Nigeria with about 85% of shoppers using them for product research as against 30% who used computers and 6% using tablets.