skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration
As key facilitators of their customers’ digital and mobile lifestyles, telecoms operators generate a huge amount of valuable customer usage data which, if analyzed in the right way, can unlock valuable insights into consumer and market dynamics in the TMT sector.

In this white paper Ovum analyses the results and finding of a recent project where Nigerian mobile operator Etisalat Nigeria engaged big data analytics company Xoanon Analytics to enable them to derive new, actionable insights into consumer behavior through lifestyle-driven segmentation analysis of its customer data. Ovum picks out four key consumer trends that are shaping the Nigerian mobile market and provides recommendations for players looking to succeed across the TMT sector in Nigeria and other comparable markets.

Insights from user data

Key messages:

  • Etisalat Nigeria drove marketing efficiencies and increased campaign performance through lifestyle-driven segmentation
  • Nigeria is an exciting market for mobile communications and media services
  • Nigeria has a growing digital audience, but monetization potential remains limited
  • Voice services still dominate mobile telecoms spending
  • Multi-SIM behavior drives mobile market competition
Etisalat Nigeria and Xoanon Analytics Whitepaper

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now