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Nigeria
![](https://static.wixstatic.com/media/103af5_5fd04c81a8d34b14a6e4a5ae5cd490ba~mv2.jpg/v1/fill/w_147,h_62,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/103af5_5fd04c81a8d34b14a6e4a5ae5cd490ba~mv2.jpg)
![](https://static.wixstatic.com/media/103af5_72ab3e352c894e8daed7f86d6f9570f4~mv2.jpg/v1/fill/w_147,h_61,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/103af5_72ab3e352c894e8daed7f86d6f9570f4~mv2.jpg)
![](https://static.wixstatic.com/media/103af5_8f51aee406314cc69283b7e56d808f3e~mv2.jpg/v1/fill/w_147,h_61,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/103af5_8f51aee406314cc69283b7e56d808f3e~mv2.jpg)
![](https://static.wixstatic.com/media/103af5_5fd04c81a8d34b14a6e4a5ae5cd490ba~mv2.jpg/v1/fill/w_147,h_62,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/103af5_5fd04c81a8d34b14a6e4a5ae5cd490ba~mv2.jpg)
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Segments
![Vulnerable_Believers_HERO.jpg](https://static.wixstatic.com/media/34942a_4e754f7c1eb1415abf4d2861b84d12a3~mv2_d_6000_4000_s_4_2.jpg/v1/fill/w_113,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/Vulnerable_Believers_HERO.jpg)
![Digital_Youth_HERO.jpg](https://static.wixstatic.com/media/34942a_8b2146d937f04f5292786e4047d9fd98~mv2_d_6000_4000_s_4_2.jpg/v1/fill/w_113,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/Digital_Youth_HERO.jpg)
Traditional Believers
religious, familial, conservative
12% of adult population | 12.8 million people
Digital Youth
conscientious, future-oriented, open-minded
19% of adult population | 20.2 million people
![Dependent_Individualists_HERO.jpg](https://static.wixstatic.com/media/34942a_1288d516387246758ebc125f0d341ea7~mv2_d_6000_4000_s_4_2.jpg/v1/fill/w_113,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/Dependent_Individualists_HERO.jpg)
![Yomi-HERO.png](https://static.wixstatic.com/media/103af5_2c2fd926d86c4f3c97b03028f454ec28~mv2_d_2160_1440_s_2.png/v1/fill/w_113,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Yomi-HERO.png)
Dependent Individualists
young, measured, effective
22% of adult population | 23.5 million people
Resilient Savers
respectful, sociable, prepared
21% of adult population | 22.4 million people
![Confident_Optimists_HERO.jpg](https://static.wixstatic.com/media/34942a_2eaec7dab0cc4d379f940341ef6872d7~mv2_d_6000_4000_s_4_2.jpg/v1/fill/w_113,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/Confident_Optimists_HERO.jpg)
![Skeptical_Cultivators_HERO.jpg](https://static.wixstatic.com/media/9c1d82_4fa9099d0a5d49d4b915ca6145cc3521~mv2_d_6000_4000_s_4_2.jpg/v1/fill/w_113,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/Skeptical_Cultivators_HERO.jpg)
Confident Optimists
open-minded, tech savvy, planners
14% of adult population | 14.9 million people
Questioning Cultivators
self-confident, steadfast, skeptical
12% of adult population | 12.8 million people
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