Human Ecology Thesis, MUM, Malaysia In the year 2001, the Global System of Mobile Telecommunication (GSM) was introduced into the Nigerian market

In the year 2001, the Global System of Mobile Telecommunication (GSM) was introduced into the Nigerian market. The demand has exploded since the product’s debut (NCC, 2008). As per numerous studies and public reports from mobile service providers, just 4, 6% of the population had access to a telephone in 2003.

Nigeria has the biggest number of mobile subscriptions in Africa, with over 93 million, accounting for 16 % of the continent’s total mobile subscriptions, according to a recent analysis by NCC (2013). In Nigeria, the need for smartphones, particularly among young adults, is growing at an alarming rate (Okoye, 2013). Smartphones are mostly utilized in Nigeria to access social media applications, with young individuals accounting for the majority of users (Blessobi, 2012).

Nigeria also has, after South Africa, one of the fastest-growing Smartphone markets in Africa (Osuagwu, 2014). Nigeria has 97.5 million unique subscribers, a mobile penetration rate of 49 percent, 151 million internet users, and 53 million smartphone users (GSMA, 2018). As a result of the above, even though the demand for smartphones is increasing still not sufficient yet furthermore, potential and actual Smartphone manufacturers and marketers in Nigeria should determine the variables that these young consumers consider when making a purchase, therefore taking this into account, the researcher is inspired to undertake this study on the elements that influence a user’s decision to purchase a smartphone in Nigeria.

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