Nigeria

1/6

Segments

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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

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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

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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