This document provides an overview of global and Nigerian digital trends in 2020 and an outlook for 2021. Some of the key points covered include: - Mobile internet and social media usage grew significantly worldwide in 2020 due to COVID-19 lockdowns. - Nigerian internet usage grew by over 2 million users in 2020 with over 85 million total users, most accessing the internet via mobile. - Emerging trends for 2021 include increased usage of augmented reality, more balanced online demographics as older users join platforms, and the continued rise of e-commerce. - The document recommends Nigerian businesses focus on strategies like search engine optimization, video marketing, and leveraging popular social and messaging platforms to engage customers in 2021.

1. want
2020 DIGITAL TRENDS
AND OUTLOOK FOR
2021

2. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 2
OUTLINE
 Overview of Global Digital Space in 2020
 Overview of Nigerian Digital Space in 2020
 Global Digital Trends & Outlook for 2021
 Martech Tools for Business Growth in 2021
 Thank You and See You in 2021

3. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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Overview of
Global
Digital
Space in
2020

4. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 4
WORLD DEMOGRAPHY
More than two-thirds of the world now uses
a mobile phone (67%), while almost 60%
now uses the internet.
More than 9 in 10 internet users globally
connect via mobile devices, but two-thirds
connect via computers. TIPS
In all you do in 2021, think mobile first. In
your content for social, email, apps, ads and
campaigns, optimize for mobile.
Be careful with content or ads that have
heavy file size. This will take lots of data and
memory space from users, not all phones
and Internet connections perform optimally
with this.
Heavy content also takes time to load on
mobile phones, you don’t want people
dropping off your site or pages in their first
5 seconds, right? Think mobile first.

5. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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GLOBAL DIGITAL GROWTH
Analysis by Kepios shows that more than
450 million people started using social
media over the past 12 months, equating
to annual growth of more than 12%.
Much of this year’s growth in social media
use is the direct result of the new habits
that people adopted during COVID-19
lockdowns.
TIPS
Because people are to stay indoors more to
avoid COVID-19 infection, they spend more
time online. This is an opportunity to reach
and engage more audience.
What new digital channels are you planning
to explore and what new content type are you
serving in 2021?
Rumours have it that Pinterest is ‘beginning
to choke’. Oh well, find out yourself!

6. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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AVERAGE SCREEN TIME
The world now spends more than 10 billion
hours per day using social media, which
equates to more than 1 million years of
human existence.
Social media accounts for more than one-
third of our connected time, with people
now spending an average of almost 2½
hours per day on social platforms.
The world’s internet users now watch a
combined average of 3½ hours of TV
content per day across broadcast stations,
cable channels, and internet-powered
streaming platforms.
TIPS
It is a big fat lie that people's attention span
online has reduced. What has actually
reduced is their tolerance level for boring,
flat and predictable content pieces.
For short, bite-sized content pieces, keep it
simple and straightforward (KISS).
If you must create long-form content, make
the introduction engaging, catchy and
garnish it with insightful data.

7. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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MOST VISITED WEBSITES
Google, YouTube and Facebook are the
world's top 3 most visited websites.
3 out of 20 most visited websites globally in
2020 are adult (porn) sites.
3 out of 20 most visited websites globally in
2020 are social networking sites.
TIPS
To get more traffic and sales from Google
Search, double down on SEO.
YouTube videos work for all stages of
consumer journey, it's time to create more
videos.
If your product or service type does not conflict
with adult content, you may consider banner
ad placement to drive traffic to your website.

8. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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TOP SOCIAL PLATFORMS
Instagram’s advertising audience has
grown by more than 76 million over the
past three months, reaching a total of 1.16
billion people by the start of October 2020.
The addition of 36 million new users
between July and September takes
Snapchat’s global advertising audience to
433 million, which is 20% larger than the
audience the company’s tools were
reporting this time last year.
TIPS
Facebook, YouTube and WhatsApp remain key
parts of the smart marketing mix for 2021.
What should you do?
Facebook and YouTube thrive on video
content. Make great videos and ensure your
first 15 seconds can hold viewers till the end.
WhatsApp is great for engaging people who are
interested in buying. To increase engagement
and sales with it, you may need Chabot to
assist customers in making decisions faster
without stress.

9. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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DIGITAL IN WORKPLACE
Roughly 9 in 10 Gen Z respondents say
that they use messaging platforms like
WhatsApp and Slack to communicate with
their colleagues each week, but barely
half of respondents aged 55 to 64 have
integrated these platforms into their
regular repertoires.
More than 4 in 5 workers aged 16 to 24
say that they connect with colleagues via
social media platforms each week, but
that figure drops to less than 1 in 3
amongst Baby Boomers.
TIPS
One of the most interesting trends in 2020 is
that age plays a critical role in determining
how people like to communicate in the
workplace.
Depending on the age distribution of your
team, consider balancing out internal
communication tools to ensure the recent
'forceful' adoption of digital tools and
processes do not hinder full participation
and productivity.

10. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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Overview of
Nigerian
Digital
Space in
2020

11. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 11
MOST VISITED WEBSITES
Google, Bet9ja and YouTube are the 3 most
visited websites in Nigeria as of November,
according to Alexa ranking.
Zoom is the most used video conferencing
platform and GTBank is the most used bank
online. TIPS
Same content that performs well on Instagram
and Facebook may not necessarily deliver on
Twitter. Know what works where and iterate in
2021.
Nairaland, Legit.ng and Punchng are the most
visited news sites in Nigeria. Wondering where
to place PR articles, sponsored posts and
interviews? They seem to be the surest plugs
for now!
Jumia and Amazon are the most used
shopping platforms in Nigeria. If you are
considering new channels to expand your
sales touchpoints, these two may be good
options.

12. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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INTERNET USAGE GROWTH
There were 85.49 million internet users in
Nigeria as at January 2020.
The number of internet users in Nigeria
increased by 2.2 million (+2.6%) between
2019 and 2020.
TIPS
With 2.6% increase pre-COVID-19, you can
be sure Nigerians with access to the Internet
come 2021 will be well around 100 million.
That tells you that digital is no longer a minor
marketing channel for forward-thinking
Nigerian businesses. Don't be left behind.

13. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 13
DEVICE USAGE GROWTH
86% of Nigerian population use mobile
phones, while 83% are smartphone users.
2.8% of Nigerians use online TV streaming
devices, while 1.3% use VR devices..
TIPS
Gone are the days when the majority of
Nigerian Internet users were 'team chinko'
(feature phones).
You can consider marketing technology
platforms (like Opera, Terragon and DoChase)
that have deeper reach and targeting than
Facebook and Google's standard inventories
for more personalized marketing in 2021.

14. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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TRAFFIC BY DEVICE
72.8% of Nigerians access the Internet
via mobile devices.
The number of mobile connections
increased by 12 million (+7.7%)
between January 2019 and January
2020. TIPS
The number of mobile connections in Nigeria
in January 2020 was equivalent to 83% of the
total population.
You may not necessarily need to develop a
mobile app to market your offerings or cause
engagement in 2021.
But you should plan to use in-app ads to drive
top of the mind awareness and conversions.

15. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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APP USAGE CATEGORY
98% of Nigerians use chat and social
networking apps.
79% use entertainment/video apps, 61%
use game apps while 46% use shopping
apps.
TIPS
When in dire need of engagement ideas for
social, email or other campaigns, remember
that most Nigerians spend time on mobile
devices chatting, watching entertainment
videos and playing games.

16. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
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NEW BRAND DISCOVERY
60% of Nigerians find new brands via social
media ads. 47% on TV while 45% on mobile
apps.
48% discover new brands on retail websites
while 47% on digital publishing platforms.
TIPS
Social media ads, retail websites and digital
publishing platforms make the top 3 channels
you can prioritize in your plan for paid media
in 2021.

17. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 17
DIGITAL ADVERTISING MARKET
Total digital ad spends in 2019 was $1.17
Billion.
Total spend on search ads in 2019 was
$412million.
Total spend on social media ads in 2019
was $516million.
TIPS
This is pre-COVID19 figure, more would have
been spent by businesses jostling for attention
of customers within the Nigerian digital space
in the past 12 months.
Time to jerk up the marketing budget for
digital, right? We think so too.

18. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 18
Global
Digital
Trends &
Outlook for
2021

19. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 19
Buying Decisions
Increasingly Depend on
Searches & Reviews.
More than two-thirds of the world’s
internet users already go beyond
search engines when they’re
researching products and
services to buy.
But expect voice search, image
search, and social search to play
an even more important role over
the coming months.
TIPS
If your business requires driving footfall, take
local SEO seriously in 2021.
Even if it does not, ensure you can be found
in top ranking results for relevant keywords.

20. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 20
Online Audience
Demography Rapidly
Balancing Out.
With COVID-19 acting as a catalyst to
bringing many elderly people online,
businesses can now use digital
channels to reach a wider variety of
audiences than ever before.
This represents a clear and immediate
opportunity for marketers, especially
e-commerce related business.
Worthy of note is that broadening of
online audience demography also
creates opportunities for a new wave
of digital platforms, services, apps and
devices for the older population.
TIPS
It's time to erase the mindset that the most
active Nigerians online are 18 - 24.
We have older Nigerians actively engaging
online now, no thanks to COVID-19. So make
plans for them in your content and campaigns.

21. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 21
China Is Emerging
Ecommerce Favourite
across the World.
Increasing online shopping behaviour,
across the world including Africa, tilts
towards China due to affordability of
products in high volume and
international shipping services which
is highly subsidized by the Chinese
government.
However, scale may be in favour of
China, uniqueness or exclusivity of
offerings and shopping experiences is
in favour of Amazon and other
Western shopping platforms..
TIPS
Ecommerce business can only get bigger. If
you are not selling online yet, time to
reconsider.

22. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 22
Augmented Reality (AR)
on the Rise Globally.
AR has been bubbling in the
background for many years now.
But with the introduction of AR-
powered innovations to product
development, use and marketing by
global brands including Nike, Adidas,
IKEA and Estee Lauder, it is a major
force to look out for in 2021.
Also, with iPhone 12 coming with
interesting AR features and tools, it
promises to be an interesting trend.
TIPS
Using tech innovations to create brand
experience cannot go wrong in this age.
It will bring customers close to your brand,
try it!

23. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 23
Potential Market
Disruptors to Look Out for.
For over a decade now, social media
and smartphones have wielded major
disruptions with regards to changing
how businesses relate with people and
sell to them.
Some of the potential disruptive
innovations currently being used
include smart glasses, decentralized
finance (cryptocurrencies and
blockchain solutions), wearable and
smart home devices..
TIPS
There are many potential market disruptors
in 2021, stay on the lookout.

24. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 24
Marketing
Technology
Tools for
Business
Growth in
2021

25. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 25
TERRAGON

26. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 26
OPERA

27. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 27
DOCHASE

28. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 28
Meet Your
Growth
Partner for
2021!

29. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 29
CONTENT KRUSH
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30. 2020 DIGITAL TRENDS
AND OUTLOOK FOR 2021
PAGE 30
Thank
You!
Adeyemi Olanrewaju
adeyemi@contentkrush.com
(234) 805 392 0829
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