• 55.7%243,558 Males
• 44.3%193,710 Females

Largest group: Males at 55.7%

Largest group: 30-49 at 43.6%

• Less than secondary / high school42.5%185,839
• Secondary / high school graduate24.4%106,693
• Post-secondary vocational / technical training12.1%52,909
• Some college / university – no degree7.9%34,544
• Associate / short-cycle tertiary diploma1.2%5,247
• Bachelor's degree6.7%29,297
• Master's degree (MA, MSc, MBA, etc.)3.8%16,616
• Professional degree (MD, DDS, LLB, JD, etc.)0.9%3,935
• Doctorate (PhD, EdD)0.5%2,186

Largest group: Less than secondary / high school at 42.5%

• Married / Civil Partnership39%170,535
• Single / Never Married56.3%246,182
• Divorced1.1%4,810
• Widowed / Separated2.5%10,932
• Living with Partner (Cohabiting)1.1%4,810

Largest group: Single / Never Married at 56.3%

• Gen Z (born 1997–2012)40.4%176,656
• Millennials (born 1981–1996)34.4%150,420
• Gen X (born 1965–1980)18%78,708
• Baby Boomers (born 1946–1964)6%26,236
• Silent Generation (born before 1946)1.2%5,247

Largest group: Gen Z (born 1997–2012) at 40.4%

• Full-Time Employee21.9%95,762
• Unemployed19.6%85,705
• Self-Employed / Contract / Freelance18.8%82,206
• Student13.6%59,468
• Homemaker7.1%31,046
• Occasional or Seasonal Work4.9%21,426
• Stay-at-Home Parent (full-time childcare)4.5%19,677
• Part-Time Employee3.8%16,616

Largest group: Full-Time Employee at 21.9%

Largest group: Low Household Income · ₦1,000,000 – ₦1,599,999 at 16.5%

Largest group: Low Income · ₦500,000 – ₦899,999 at 18.5%

• Digital Wallet / Mobile Money Users26.1%114,127
• Debit Card Users17.9%78,271
• Online / Mobile Banking Users13.6%59,468
• Personal Loan Holders13%56,845
• Cryptocurrency Users7.9%34,544
• Life Insurance Policy Holders5.3%23,175
• Stock / Equity Traders3.6%15,742
• Buy-Now-Pay-Later (BNPL) Users3.5%15,304

Largest group: Digital Wallet / Mobile Money Users at 26.1%

• Own Primary Residence14.8%64,716
• Rent Primary Residence35%153,044
• Live with Family Member(s) in Their Residence42.6%186,276
• Live in Student / University Accommodation4.2%18,365
• Other Living Arrangement3.4%14,867

Largest group: Live with Family Member(s) in Their Residence at 42.6%

• 26.3%115,001Detached House
• 18.3%80,020Apartment / Flat – no outside space
• 14.3%62,529Apartment / Flat – with balcony or garden
• 9.6%41,978Terraced / Row House / Townhouse
• 8.7%38,042Semi-Detached House
• 7.5%32,795Bungalow / Single-Storey House
• 5.4%23,612Dormitory / Hostel / Group Quarters
• 3.6%15,742Cottage / Farmhouse
• 2.2%9,620Mobile Home / Caravan
• 2.1%9,183Condominium / Serviced Apartment
• 2%8,745Other Dwelling Type

Largest group: Detached House at 26.3%

Largest group: 7-12 Years at 27.8%

• Household Head / Main Earner13.9%60,780
• Primary Grocery Shoppers13.6%59,468
• New Parents (child under 1 year)11.7%51,160
• Expecting Parents10.5%45,913
• Multi-Generational Households9.7%42,415
• Dual-Income Households9.6%41,978
• Children's Education Decision Makers9.3%40,666
• Household Budget Managers8.9%38,917

Largest group: Household Head / Main Earner at 13.9%

• Household Service Decision Makers21%91,826
• Air-Conditioning / Cooling Service Customers17.7%77,396
• Residential Cleaning / Domestic Help Users16.8%73,461
• Electrical Repair Service Customers13.4%58,594
• Pest-Control Service Customers11.3%49,411
• Plumbing Service Customers7.7%33,670
• Laundry / Dry-Cleaning Service Users6.9%30,171
• Home Maintenance & Handyman Service Users3.5%15,304

Largest group: Household Service Decision Makers at 21%

• Yoruba30%131,180
• Igbo27%118,062
• Hausa-Fulani20%87,454
• Other ethnic groups / minorities10.5%45,913
• Ijaw3%13,118
• Ibibio / Efik3%13,118
• Edo3%13,118
• Tiv2%8,745
• Kanuri1.5%6,559

Largest group: Yoruba at 30%

• Lagos9.1%39,791
• Kano6.6%28,860
• Kaduna4.5%19,677
• Oyo4.2%18,365
• Katsina4%17,491
• Rivers4%17,491
• Anambra3.3%14,430
• Ogun3.1%13,555
• Bauchi3%13,118
• Delta2.9%12,681

Largest group: Lagos at 9.1%

Automotive

• 41.1%179,717Motorcycle / Scooter Owners
• 18.4%80,457Ride-Hailing & Delivery Drivers
• 12%52,472Commercial Vehicle Owners
• 9%39,354Vehicle Purchase Intenders (next 12 months)

Technology & Digital Usage

• 26.9%117,625Android Smartphone Users
• 23.6%103,195Basic / Feature-Phone Users
• 13.1%57,282Heavy Mobile App Users (3+ hours / day)
• 12.7%55,533Online Learning / E-Learning Users

Travel

• 19.4%84,830Frequent Domestic Travellers (3+ trips a year)
• 18.5%80,895Pilgrimage & Religious Travellers
• 17.1%74,773Family Vacationers
• 14.5%63,404Budget / Backpacker Travellers

Lifestyle & Hobbies

• 17.8%77,834Nightlife & Socialising Enthusiasts
• 13.8%60,343Nature & Outdoor Leisure (camping, picnics)
• 11%48,099Arts, Crafts & Hobby Enthusiasts
• 10.8%47,225Gardeners & Home Growers

Media & Entertainment

• 27.1%118,500Free Ad-Supported Video Platform Viewers
• 12.8%55,970Cinema-Goers
• 10.5%45,913OTT / Subscription Video Streaming Subscribers
• 10.1%44,164Music Streaming Users

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 40.9%178,843Non-Tobacco / Nicotine Users
• 26.6%116,313Beer Consumers
• 12.5%54,659Wine & Spirits Consumers
• 5.5%24,050Adult Tobacco Product Users

Consumer Electronics Ownership & Purchase

• 25.3%110,629Audio / Headphone Device Owners
• 19.7%86,142Consumer Electronics Purchase Decision Makers
• 13%56,845Major Home Appliance Buyers
• 12.7%55,533Smart TV Owners

Content Creators & Social Media Influence

• 20.1%87,891Casual Social Media Content Posters
• 19%83,081Short-Form Video Creators
• 13%56,845Photo & Visual Content Creators
• 12.8%55,970Influencers / Brand Collaborators