Google Trends data from October 8 to November 8, 2024, is used to observe Nigerian customers’ online behaviour. It draws attention to the disparities in search preferences by region: northern and central regions are more interested in services, whilst southern regions are more focused on goods searches. Cultural, economic, and Infrastructure disparities across the areas are the reasons for this separation. Consumption in the south is driven by urbanisation and technological accessibility; searches for electronics, clothing, and other items are most common in Lagos and other southern states.
Northern and central Nigeria, on the other hand, place a higher priority on services like healthcare, education, and employment prospects because of their underdeveloped consumer goods and Retail infrastructure. In response to these geographical variations, businesses had to implement customised strategies. Product-oriented businesses should improve online shopping in southern Nigeria, while service providers—especially those in the healthcare and Education sectors—should focus on the country’s north and centre. Meeting the demands of both regions requires strategic advancements in internet access, logistics, and infrastructure. It is advised to work with legislators to overcome the economic and infrastructure divides and advance inclusive growth nationwide.
Lifebank contributes to closing the gap in healthcare access through tech.
Jumia, a well-known e-commerce site in Nigeria, is a prime example of a business that has effectively adapted to local preferences. To meet the product-driven, urbanised demand of southern Nigeria, Jumia has adapted its business strategy. Jumia has concentrated on providing a broad range of goods, from electronics to groceries, and made investments to enhance last-mile delivery services in places like Lagos and Abuja, where Smartphones are widely used. To overcome infrastructure issues, the business collaborated with regional Logistics firms to guarantee effective delivery, particularly in busy places like Lagos.
With this focused strategy, Jumia has been able to take control of Nigeria’s e-commerce market and profit from the product-focused searches of southern customers. Lifebank, a health IT firm, on the other hand, has concentrated on the centre and northern areas, where service-based demands are more common. In order to fill a vital healthcare need in underprivileged areas, Lifebank assists hospitals in locating and delivering blood supplies throughout Nigeria. Lifebank has contributed to closing the gap in healthcare access by utilising Technology and forming alliances with nearby medical facilities, especially in remote northern regions where traditional healthcare delivery is challenging due to infrastructure issues.
Deep socioeconomic gaps are the major causes of divide in search trends.
Further demonstrating how service-oriented businesses may cater to the unique needs of northern clients is the company’s foray into telemedicine and mobile health services. Deep socioeconomic gaps are the primary cause of the divide in search trends. Southern Nigeria makes a substantial contribution to Nigeria’s GDP and has greater rates of urbanisation, especially in the states of Lagos, Ogun, and Rivers. More than 30% of the nation’s non-oil GDP comes from Lagos alone, which explains why the area is more focused on product searches and has consumer-driven behaviour. On the other hand, Poverty rates are higher and industrialisation is lower in northern states like Katsina, Kaduna, and Kano.
Over 70% of Nigerians live in poverty in the northern region, which has little access to consumer products and retail outlets, according to the National Bureau of Statistics (NBS). In many areas, the need for basic services like healthcare, education, and financial inclusion is fuelled by this imbalance. The disparity in infrastructure is also glaring. While northern states lag behind in terms of digital connectivity, southern states have better access to mobile networks and fast internet. Nigeria’s internet penetration rate was 47.36% as of 2023, although it is not evenly spread, with southern urban centres having far higher access than northern rural areas.
SMEs can position themselves to successfully satisfy unique customer needs.
The prevalence of service-related queries in the north, where people depend on digital platforms for essential services like healthcare and education, is further explained by this disparity in digital infrastructure. Leveraging data for targeted campaigns, optimising digital and mobile platforms, forming local partnerships, concentrating on cost-effective digital services, and working with policymakers for support are all examples of actionable steps for SMEs. SMEs can position themselves to successfully satisfy the unique customer needs of both southern and northern Nigeria by implementing these focused, economical tactics, which will promote growth within their constrained resources.