As of June 2020, there were over 196 million active mobile phone users in Nigeria. Several studies have highlighted the factors influencing purchase decisions, including brand, convenience, dependency, price, social influence, product feature, and social needs. A recent market study in Asia provided evidence that social influence, product feature, and brand image have significant positive impacts on smartphone purchasing decisions while convenience, dependency, and price were statistically insignificant.
A2019 study by Culture Intelligence from RED revealed that features, brand reputation and price were the most critical factors for Nigerians. However, there is a steady increase in influencer marketing, which begs the question of its effectiveness for phone marketing. From Davido, Teni the Entertainer, Wizkid to DJ Cuppy, there are many entertainment, lifestyle and tech influencers lending their voices and platforms to mobile phone brands looking to increase market share and improve stakeholder relations.
Through online interviews and focus group discussion, Culture Intelligence from RED engaged its national focus group and subject matter experts on how the country’s favourite influencers can impact phone purchase decisions.
On a probability rate of 1 – 10, Culture Intelligence from RED asked the possibility that respondents would consider buying a phone brand if their favourite influencer was a brand ambassador. 33.3% selected the highest probability rate (10), 8.3% chose 8, while 33.3% went slightly above average (6). Asked what factors motivate their phone purchase decisions, 41.7% selected pricing, 33.3% said pricing, while 25% said product campaigns on social media platforms. 8.3% chose reviews on tech blogs, while another 8.3% said recommendations from friends and family.
The data reflects that while pricing remains a determining factor in improving customers’ purchase decisions, influencer marketing can prove effective – when selected influencers have the relevant content and can retain consumer trust, ultimately impacting purchasing decisions. With an emphasis on brand trust and expertise, consumers place much weight on the recommendations of influencers because they have either established trust with their community or are viewed as experts.
Influencers’ expertise on social media is not a new concept, but influencers have turned their expertise into impacting consumer buying behaviour.
“In a highly competitive mobile phone market, brands need a competitive edge and differentiating elements to persuade consumers,” said Isime Esene, the chief intelligence officer of RED | For Africa. “Globally, especially for a largely value-conscious market, the industry is witnessing demands veer increasingly towards the mid-tier and premium segment – which also brings more focus on social media and lifestyle storytelling. With the rising effect of culture on communities, culture influencers can also lend their cultural imprint and credence to a more relatable brand messaging”.
“For phone brands, or any other tech product, an important factor that drives purchase decisions is expertise and how much brands can capitalize on it,” said a tech expert. “Selling becomes more powerful when perceived as recommendations – 71% of consumers are actually more likely to make an online purchase if others recommend the product or service. In other words, recommendations have a significant impact on consumer buying behaviour.”
Culture Intelligence from RED supports companies, governments, and change makers with data-backed insight for evidence-based decision-making. It aggregates the ideas, opinions, and behaviours of consumers to solve problems and identify growth