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Consumer panel · Middle East & Africa

Real consumers of Nigeria, profiled by Frequent Research.

Know them by age and gender.

  • CapitalAbuja
  • CurrencyNigerian naira (NGN)
  • LanguagesEnglish
Explore the panel Get the panel book 437,268profiled consumers33profile tables₦Nigerian naira
  • GenderMales55.7% · 243,558
  • Age30-4943.6% · 190,649
  • Education (highest level completed)Less than secondary / high school42.5% · 185,839
  • Occupation / Employment StatusFull-Time Employee21.9% · 95,762
  • Marital StatusSingle / Never Married56.3% · 246,182
  • Life Stage / GenerationGen Z (born 1997–2012)40.4% · 176,656
  • Ethnicity / Population BackgroundYoruba30% · 131,180
  • State DistributionLagos9.1% · 39,791
  • Annual Household Income (gross, NGN)Low Household Income · ₦1,000,000 – ₦1,599,99916.5% · 72,149
  • Annual Personal Income (gross, NGN)Low Income · ₦500,000 – ₦899,99918.5% · 80,895
  • Home Category (living arrangement)Live with Family Member(s) in Their Residence42.6% · 186,276
  • Dwelling TypeDetached House26.3% · 115,001
  • Parents of Children (age of youngest child)7-12 Years27.8% · 121,561
  • AutomotiveMotorcycle / Scooter Owners41.1% · 179,717
At a glance

Nigeria in 7 numbers

  • 437,268profiled consumers in Nigeria
  • Gender55.7%Males
  • Age43.6%30-49
  • Where they live9.1%Lagos
  • Occupation21.9%Full-Time Employee
  • Personal income18.5%Low Income · ₦500,000 – ₦899,999
  • Technology26.9%Android Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 55.7%243,558 Males
  • 44.3%193,710 Females

Largest group: Males at 55.7%

Age

5 groups
7.7%33,67013-17 34.2%149,54618-29 43.6%190,64930-49 11.4%49,84950-64 3.1%13,55565+

Largest group: 30-49 at 43.6%

Education (highest level completed)

9 groups
  • Less than secondary / high school42.5%185,839
  • Secondary / high school graduate24.4%106,693
  • Post-secondary vocational / technical training12.1%52,909
  • Some college / university – no degree7.9%34,544
  • Associate / short-cycle tertiary diploma1.2%5,247
  • Bachelor's degree6.7%29,297
  • Master's degree (MA, MSc, MBA, etc.)3.8%16,616
  • Professional degree (MD, DDS, LLB, JD, etc.)0.9%3,935
  • Doctorate (PhD, EdD)0.5%2,186

Largest group: Less than secondary / high school at 42.5%

Marital Status

5 groups
  • Married / Civil Partnership39%170,535
  • Single / Never Married56.3%246,182
  • Divorced1.1%4,810
  • Widowed / Separated2.5%10,932
  • Living with Partner (Cohabiting)1.1%4,810

Largest group: Single / Never Married at 56.3%

Life Stage / Generation

5 groups
  • Gen Z (born 1997–2012)40.4%176,656
  • Millennials (born 1981–1996)34.4%150,420
  • Gen X (born 1965–1980)18%78,708
  • Baby Boomers (born 1946–1964)6%26,236
  • Silent Generation (born before 1946)1.2%5,247

Largest group: Gen Z (born 1997–2012) at 40.4%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee21.9%95,762
  • Unemployed19.6%85,705
  • Self-Employed / Contract / Freelance18.8%82,206
  • Student13.6%59,468
  • Homemaker7.1%31,046
  • Occasional or Seasonal Work4.9%21,426
  • Stay-at-Home Parent (full-time childcare)4.5%19,677
  • Part-Time Employee3.8%16,616
Show all 11

Largest group: Full-Time Employee at 21.9%

Annual Household Income (gross, NGN)

10 groups
13.9%60,780Very Low Household Income · Below ₦1,000,000 16.5%72,149Low Household Income · ₦1,000,000 – ₦1,599,999 14.9%65,153Lower-Middle Household Income · ₦1,600,000 – ₦2,199,999 14.8%64,716Middle Household Income · ₦2,200,000 – ₦2,999,999 11.3%49,411Upper-Middle Household Income · ₦3,000,000 – ₦3,999,999 8.7%38,042Comfortable Household Income · ₦4,000,000 – ₦4,999,999 9.4%41,103Affluent Household Income · ₦5,000,000 – ₦6,999,999 5.6%24,487High Household Income · ₦7,000,000 – ₦9,999,999 3.7%16,179Very High Household Income · ₦10,000,000 – ₦16,999,999 1.2%5,247Top Household Income Tier · ₦17,000,000 and above

Largest group: Low Household Income · ₦1,000,000 – ₦1,599,999 at 16.5%

Annual Personal Income (gross, NGN)

10 groups
12.1%52,909Very Low Income · Below ₦500,000 18.5%80,895Low Income · ₦500,000 – ₦899,999 13.8%60,343Lower-Middle Income · ₦900,000 – ₦1,299,999 12%52,472Middle Income · ₦1,300,000 – ₦1,699,999 10.2%44,601Upper-Middle Income · ₦1,700,000 – ₦2,199,999 10.4%45,476Comfortable Income · ₦2,200,000 – ₦2,999,999 9.8%42,852Affluent Income · ₦3,000,000 – ₦4,199,999 6.9%30,171High Income · ₦4,200,000 – ₦5,999,999 4.5%19,677Very High Income · ₦6,000,000 – ₦9,999,999 1.8%7,871Top Income Tier · ₦10,000,000 and above

Largest group: Low Income · ₦500,000 – ₦899,999 at 18.5%

Banking & Financial Services

12 groups
  • Digital Wallet / Mobile Money Users26.1%114,127
  • Debit Card Users17.9%78,271
  • Online / Mobile Banking Users13.6%59,468
  • Personal Loan Holders13%56,845
  • Cryptocurrency Users7.9%34,544
  • Life Insurance Policy Holders5.3%23,175
  • Stock / Equity Traders3.6%15,742
  • Buy-Now-Pay-Later (BNPL) Users3.5%15,304
Show all 12

Largest group: Digital Wallet / Mobile Money Users at 26.1%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence14.8%64,716
  • Rent Primary Residence35%153,044
  • Live with Family Member(s) in Their Residence42.6%186,276
  • Live in Student / University Accommodation4.2%18,365
  • Other Living Arrangement3.4%14,867

Largest group: Live with Family Member(s) in Their Residence at 42.6%

Dwelling Type

11 groups
  • 26.3%115,001Detached House
  • 18.3%80,020Apartment / Flat – no outside space
  • 14.3%62,529Apartment / Flat – with balcony or garden
  • 9.6%41,978Terraced / Row House / Townhouse
  • 8.7%38,042Semi-Detached House
  • 7.5%32,795Bungalow / Single-Storey House
  • 5.4%23,612Dormitory / Hostel / Group Quarters
  • 3.6%15,742Cottage / Farmhouse
  • 2.2%9,620Mobile Home / Caravan
  • 2.1%9,183Condominium / Serviced Apartment
  • 2%8,745Other Dwelling Type

Largest group: Detached House at 26.3%

Parents of Children (age of youngest child)

5 groups
21.1%92,2640-2 Years 25.9%113,2523-6 Years 27.8%121,5617-12 Years 14.1%61,65513-17 Years 11.1%48,53718+ Years (adult children)

Largest group: 7-12 Years at 27.8%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner13.9%60,780
  • Primary Grocery Shoppers13.6%59,468
  • New Parents (child under 1 year)11.7%51,160
  • Expecting Parents10.5%45,913
  • Multi-Generational Households9.7%42,415
  • Dual-Income Households9.6%41,978
  • Children's Education Decision Makers9.3%40,666
  • Household Budget Managers8.9%38,917
Show all 12

Largest group: Household Head / Main Earner at 13.9%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers21%91,826
  • Air-Conditioning / Cooling Service Customers17.7%77,396
  • Residential Cleaning / Domestic Help Users16.8%73,461
  • Electrical Repair Service Customers13.4%58,594
  • Pest-Control Service Customers11.3%49,411
  • Plumbing Service Customers7.7%33,670
  • Laundry / Dry-Cleaning Service Users6.9%30,171
  • Home Maintenance & Handyman Service Users3.5%15,304
Show all 9

Largest group: Household Service Decision Makers at 21%

Where they live

Regions and background across the country.

Ethnicity / Population Background

9 groups
  • Yoruba30%131,180
  • Igbo27%118,062
  • Hausa-Fulani20%87,454
  • Other ethnic groups / minorities10.5%45,913
  • Ijaw3%13,118
  • Ibibio / Efik3%13,118
  • Edo3%13,118
  • Tiv2%8,745
  • Kanuri1.5%6,559

Largest group: Yoruba at 30%

State Distribution

37 groups
  • Lagos9.1%39,791
  • Kano6.6%28,860
  • Kaduna4.5%19,677
  • Oyo4.2%18,365
  • Katsina4%17,491
  • Rivers4%17,491
  • Anambra3.3%14,430
  • Ogun3.1%13,555
  • Bauchi3%13,118
  • Delta2.9%12,681
Show all 37

Largest group: Lagos at 9.1%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 41.1%179,717Motorcycle / Scooter Owners
  • 18.4%80,457Ride-Hailing & Delivery Drivers
  • 12%52,472Commercial Vehicle Owners
  • 9%39,354Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 26.9%117,625Android Smartphone Users
  • 23.6%103,195Basic / Feature-Phone Users
  • 13.1%57,282Heavy Mobile App Users (3+ hours / day)
  • 12.7%55,533Online Learning / E-Learning Users
All 11 groups

Travel

  • 19.4%84,830Frequent Domestic Travellers (3+ trips a year)
  • 18.5%80,895Pilgrimage & Religious Travellers
  • 17.1%74,773Family Vacationers
  • 14.5%63,404Budget / Backpacker Travellers
All 12 groups

Lifestyle & Hobbies

  • 17.8%77,834Nightlife & Socialising Enthusiasts
  • 13.8%60,343Nature & Outdoor Leisure (camping, picnics)
  • 11%48,099Arts, Crafts & Hobby Enthusiasts
  • 10.8%47,225Gardeners & Home Growers
All 12 groups

Media & Entertainment

  • 27.1%118,500Free Ad-Supported Video Platform Viewers
  • 12.8%55,970Cinema-Goers
  • 10.5%45,913OTT / Subscription Video Streaming Subscribers
  • 10.1%44,164Music Streaming Users
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 40.9%178,843Non-Tobacco / Nicotine Users
  • 26.6%116,313Beer Consumers
  • 12.5%54,659Wine & Spirits Consumers
  • 5.5%24,050Adult Tobacco Product Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 25.3%110,629Audio / Headphone Device Owners
  • 19.7%86,142Consumer Electronics Purchase Decision Makers
  • 13%56,845Major Home Appliance Buyers
  • 12.7%55,533Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 20.1%87,891Casual Social Media Content Posters
  • 19%83,081Short-Form Video Creators
  • 13%56,845Photo & Visual Content Creators
  • 12.8%55,970Influencers / Brand Collaborators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. In-Store Shoppers21.8%95,3242
  2. Value & Discount Seekers24.9%108,8801
  3. Online Shoppers9.8%42,8523
  • Value & Discount Seekers24.9%108,880
  • In-Store Shoppers21.8%95,324
  • Online Shoppers9.8%42,852
  • Fashion & Apparel Shoppers8.4%36,731
  • Brand-Loyal Shoppers6.8%29,734
  • Impulse Buyers6.4%27,985
  • Social Commerce / Live-Shopping Buyers5.3%23,175
  • Home & Furnishing Shoppers4.8%20,989
  • Omnichannel Shoppers3.8%16,616
  • Cross-Border Online Shoppers3.4%14,867
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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