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Over 55 million Netizens, a massive penetration of Facebook and the rise of interesting local mobile and e-commerce players. This brief overview can tell us how important is Nigeria in the — actually the biggest African country in terms of population, both online and offline — and what a big opportunity the country represents in terms of digital development and online marketing. Social media and mobile : all the numbers As of December 2012, Nigeria counts 56 million Internet users, roughly the 33% of a total population of 167 million people. With a large youth population one-third of the population is between the 10-24 years age bracket and a growing middle class appx. In order to get the actual importance of the Facebook in the country, we have to look at local independent news portals: Facebook pages like and count well over a million followers each, together with high levels of interaction. Yet the social network has apparently been losing about a million active users in Nigeria over the course of 2013 source: , especially in favour to mobile-based platforms. The country counts 35 million people accessing the Internet through smartphones and feature phones source:. IM apps like WhatsApp and Black Berry Messenger count several million users each in Nigeria, still leaving space to more local players like and ; WeChat is growing in Nigeria too. As per the other global social networks — according to web sources — Nigeria counts 1. An eye on e-commerce trends The Nigerian e-commerce scenario is directly connected with the story of two successful start-ups. In fact, the two biggest competitors in the market are , that recenyly raised a , and , an Amazon-alike platform launched in June 2012 by two young local entrepreneurs you can read the full story on. This report by breaks down the most popular products bough online by Nigerians, as disclosed by Jumia. Electronics ranks among the top-products — Nokia phones and televisions in particular — together with fashion items. However, only 42% own a fridge freezer, and only 8% a washing machine. Adeboye GTBank GTBank, one of the biggest bank in Nigeria, has a quite strong and well-structured presence on Facebook, with. The page also offers a where people can log-in and perform banking operations; the customer care activity on Facebook is huge, as almost every post has comments and inquiries related to banking services: Konga. The main communication hub is , where Konga has a well nourished community of more than 700 thousand fans. Its main competitor in the local market, , is present on Facebook too, with over 400K fans. In fact, Konga is also present on Chinese mobile app WeChat — which has proved to be inside and outside China. The WeChat channel serves as a tool for customer care; also, a promotion to win shopping vouchers has been launched, called WeChat Giveaway: Pastor E. Adeboye The last example comes from a very important Nigerian religious figure, counting almost 1. Enoch Adeboye is quite a charismatic figure, with a remarkable story: he serves as General Overseer of Redeemed Christian Church of God, which under his guide grew to over 10 thousand branches in Nigeria and dozens all over the world. He has a strong influence among Nigerian campuses — Adeboye has a PhD in applied mathematics from the University of Lagos — and back in 2008 he was listed among the 50 most influential people in the wolrd by the. The page is frequently updated with prayers and quotes from the Bible, and shows massive levels of interaction: Conclusions Several brands are already carrying out cool marketing strategies to target the big Nigerian Internet population through different platforms. From interactive activities to customer care, Facebook is at the moment the most effective channel. Being almost all the communication in English represents an even greater opportunity for global brands.