Tuesday 10 May 2016
Nigeria Leads SA, Kenya in Online Shopping, App Usage
Experienced Nigerian consumers
are ahead of the curve when it comes to online shopping compared to consumers
in Kenya and South Africa, according to the Broll Shopper Segmentation Report
2016 Volume 1(www.broll.com.ng) .
The Broll Shopper Segmentation
Report 2016 is a comparison of how consumers shop in Kenya, Nigeria and South
Africa. “Nigerians purchase online more
often with 64% saying online shopping is advantageous with another 83%
regularly using the shopping centre app for specials and/or product searches,”
said Elaine Wilson, divisional director for Research, Broll Property Group.
Online shopping is mostly
dominated by growing young internet savvy generation, who are price conscious
and can easily do their research online to compare prices and deals, she
explains.
Although 58% of those surveyed
prefer traditional shopping, 78% believe they will shop more online in future.
Generally, Nigerian consumers
are experienced shoppers who are organised and shop from a list as well as
compare prices.
Furthermore, Abuja shoppers are
described as window shoppers who look for bargains and always buy the same
brands while those in Lagos are experienced shoppers who plan their shopping
trips and they also regard themselves as smart shoppers, reveals the report.
“Nigerian consumers are very sophisticated and
are used to shopping internationally particularly in the UK, US, South Africa
and Dubai and they regularly compare product ranges and prices for the best
deals both locally and internationally,” said Bolaji Edu, Broll Nigeria CEO.
Compared to Kenya and South
Africa, Nigeria as a whole has a very limited number of leisure opportunities
that the whole family can enjoy. Visiting a secure shopping centre where
consumers can shop, eat, socialise and watch a movie is a good option
especially during the rainy season, Edu explained.
Of those surveyed, 92% said
trading hours are inadequate and would ideally like to see shopping centres
trade from 7am to 10pm.
Edu said that many consumers
work long hours and by the time they finish work and sit through traffic trying
to get to the shops, many will be closed for trade for the day, therefore with
current opening hours (9am to 9pm), it is often difficult for many shoppers.
“It is possible that the inadequate shopping
centre trading hours have helped the growth in e-commerce and the need for
shoppers to plan their shopping trips and what they would spend on each of
these trips.”
Edu notes that over the last 10
years, the retail sector in Nigeria has grown and now there is approximately
290,000m2 of retail space centred in the main commercial cities of Abuja and
Lagos.
Despite this growth and coupled
with new mall developments, retail remains under provided for in Nigeria
compared to other African countries with similar GDP per capita, he adds.
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