Any company or organisation that does not have a website or, at the very least some level of online presence, in today’s highly-connected world has virtually no chance of making it on a global scale.
Web information company Alexa provides global web metrics and allows visitors to search for competitive website analysis, benchmarking, market research and trending topics.
Using Alexa’s analytics, ITNewsAfrica reviewed the most visited websites in Nigeria. Webpages such as Facebook, Yahoo and YouTube would inevitably appear in a list of this nature, but ITNewsAfrica purposefully set out to investigage which Nigerian-specific websites were the most visited in the country – websites that make use of .ng (dot ng) or that have local content.
To no surprise, the most visited Nigerian website is the country’s localised version of the hugely popular Google search engine. Google has made a point of rolling out localised websites for almost all countries where they have a presence, as it provides users with local information first before displaying international results. According to Alexa, the website is also the second most visited site in Nigeria, just after parent website Google.com. On a global scale, the Nigerian version ranks 233 and according to Alexa, “the rank is calculated using a combination of average daily visitors to this site and pageviews on this site over the past 3 months.” 96.3% of the site’s visitors are from Nigeria, while 0.6% reside in India.
Started by Seun Osewa in 2005, the online community targets Nigerians and boasts 1,068,800 registered accounts, with 35 million monthly page views. According to Alexa, the website also recently overtook South Africa’s News24 website in terms of traffic, to become the most visited website in Africa. While it heavily targets native Nigerians, only 65% of its traffic originates from the country, while 7.1% comes from India and 5.6% comes from the US. The site has on average 5 pageviews per visitor and visitors spend around 7 minutes browsing through all the pages. A large percentage of the traffic to Nairaland is generated through Google and Google.com.ng, with links from Facebook and Yahoo also providing an entry point.
Nigeria’s most popular online news source, the website is akin to South Africa’s News24 and was started by veteran journalist Sam Amuka-Pemu and three friends when they founded Vanguard Media in 1983. An extension of the printed newspaper, Vanguard is widely regarded as one of the few news sources that is considered independent of political control. Vanguard News has over 700 000 Facebook likes and regularly post articles feature in the newspaper and online. The website is ranked tenth out of all the most popular websites in Nigeria, with 1,365,171 daily pageviews and 325,505 daily unique visitors, according to Alexa. The average browser to the site engages just over four pages per visit and spends almost nine minutes daily reading news articles.
4. The Punch
Another daily newspaper with a large web presence, The Punch is also considered to be independent of political control. The Punch newspaper was founded by James Aboderin, an accountant and Sam Amuka, a columnist and editor at the Daily Times, in 1971. While the printed newspaper has an approximate circulation of over 80 000, the website remains one of the most popular in Nigeria. The site attracts a large percentage of its traffic from Nigeria, and according to Alexa, visitors spend over eight minutes browsing news articles, while visiting over four pages per visit. It has a global rank of 2 266, and of all the popular pages in Nigeria, it is ranked as the 12th most visited.
Entrepreneur and blogger Linda Ikeji, a former model, created a blog to write about Nigeria’s news, events, entertainment, lifestyle, fashion and beauty. Predominantly focusing on news and gossip stemming from Nigeria, the website also covers international trends and fashion. With over 80% of the site’s traffic coming from Nigeria, it also generates some traffic from the US, Ghana and Kenya. Daily pageviews per visitor is just under three pages, while visitor spend around seven minutes on the website in total. According to web traffic measuring website, Compete, the blog gathers around 30 000 unique visitors from the US alone. The website’s popularity is put in perspective when considering that only 3.8% of the traffic comes from the States.
Nigerian portal NAIJ provides news coverage on topical subjects, and also promotes music, weather, and local events. With over 206 000 daily unique visitors to the website, it is the third most popular online news source in Nigeria. With an estimate of 1,268,757 daily pageviews and 2.3-million monthly unique visitors, the average user spends over 11 minutes browsing and visits just under six pages while doing so. That, in turn, translates into 35-million monthly pageviews. In terms of demographics, the site is frequented by male graduate visitors, who access the site either from their school or place of employment. In global traffic terms, the site ranks 2 759 on Alexa’s scale of the most popular websites in the world.
The first commercial website on the Nigerian list that is not news or gossip related, Guaranty Trust Bank is a foremost Nigerian financial institution with business interests spanning Anglophone West Africa and the United Kingdom. According to their website, “the Bank presently has an Asset Base of over 2 Trillion Naira, shareholders’ funds of over 200 Billion Naira and employs over 5,000 people in Nigeria, Cote dIvoire, Gambia, Ghana, Liberia, Sierra Leone and the United Kingdom.” The website has a global rank of 3 730, and has 6.92 daily pageviews per visitor. Visitors spend on average over 10 minutes on the website.
News website Information Nigeria was founded in October 2008 and has generated a great deal of interest in a short space of time. According to the website, “it is our mission to be the most authentic and reliable source for information on all things relevant to Nigeria and we have tasked ourselves to make this information easily accessible to all Nigerians.” With almost a million likes on Facebook and over 77 000 followers on Twitter, visitors spend almost 10 minutes reading through all the articles on offer, and in doing so, link to 6.9 pages per visit. With so many Facebook fans, it is understandable that over 23% of the site’s traffic is generated through referrals and outgoing links on Facebook. According to Alexa, Information Nigeria has a global rank of 4 934, and is ranked 21st in terms of the most popular pages in Nigeria. Over 84% of the site’s traffic is generated by male graduates who access the website either at work or at school.
Jumia is an online retailer of electronics, computers, books and beauty products. While it has a global ranking of 3 518 and is ranked 23 in Nigeria (which includes websites that do not originate in Nigeria). Users to the shopping website spend just under eight minutes paging through the wares on offer, and on average click on 5.8 pages per day. Over 89% of the site’s traffic originates from Nigeria, while a small portion comes from Germany, India and the UK.
Konga, another online shopping website, has seen an explosion of traffic over the last couple of months, and has increased its traffic by as much as 832% since the middle of last year. The company calls itself Nigeria’s Largest Online Mall and users spend over an hour browsing through all the products that are on offer. According to Alexa, it is the 24th most visited website in Nigeria and has a global ranking of 5 154. Users browse through 46.7 pages per visit each day.
Charlie Fripp – Consumer Tech editor