Abuja, Nigeria. July 12th, 2016 – The United Kingdom’s creative industry is already one of its great strength and rapidly increasing in size and length with her creative size substantially adding to the UK’s economy. Also, the Nigerian Creative Industry have arguably been gaining popularity worldwide. Though Nollywood has become world famous, there are huge potentials in the Nigerian music, fashion and art, and Nigeria’s fast growing digital landscape is breaking down geographical barriers like never before.
A survey commissioned by British Council and conducted by NOIPolls Limited in 2015 revealed a low level of awareness of creative sector events by Nigerians (45 percent), while attendance to such events was even lower (23 percent). The poll results further revealed that information through ‘word of mouth’ was very influential in encouraging audiences to attend creative sector events, as revealed by 50 percent of respondents who had attended a creative event after learning about the event through word-of-mouth or referrals.
More findings from the survey revealed that majority of Nigerians (80 percent) watch movies and listen to music (88 percent); while showing more preference for Nollywood movies and Gospel music respectively. An assessment on the use of the internet revealed that over two-thirds (71 percent) of adult Nigerians in the target locations personally use the internet; of which most of the respondents use the internet for browsing (77 percent), social media (73 percent), and to check emails (52 percent). The most prevalent means of accessing the internet is through mobile phones (90 percent) and personal computers (40 percent); thus, digital platforms prove to be a viable means for advertising and creating awareness for events and organizations in the Creative Industry.
Finally, the use of appropriate art work/displays in public spaces play an important role in adding social value to a community. About a third of adult Nigerians in the target locations; Abuja, Kano, Lagos and Calabar, disclosed that public spaces are used for creative sector, sports, and religious activities respectively. However, about 1 in 5 respondents disclosed that public spaces are not used for anything, while 1 in 2 respondents (47 percent) revealed that they would like to see more creative sector activities in public spaces in their neighborhoods.
Excerpts of Findings from the creative sector events poll.
When Nigerians in the target locations were asked if they had attended any creative sector event or program in recent times, only 23 percent acknowledged they had attended such events. The majority (77 percent) indicated they had not.
Of the proportion who disclosed that they have attended a creative sector event, the majority (45 percent) acknowledged attendance to music events or shows. This was followed by those who had attended an event in Theatre (19 percent), Fashion (17 percent) and Film (16 percent). It is also worth noting that this was a multiple response question, meaning that respondents were allowed to select more than one option to the question. Interestingly, the larger share of Calabar residents (45 percent) revealed they had attended a carnival. This may be due to the Calabar Carnival dubbed “Africa’s biggest street party” which holds yearly every December in Calabar.
In addition, at least one in two (50 percent) respondents who had attended an event or program claimed they heard of it through word-of-mouth, indicating that word-of-mouth was probably the most influential channel at the time through which Nigerians who had attended creative sector events heard of such events. Television and Radio were the next two most prevalent means by which people in the target location heard of events in the creative sector, with 37 percent and 20 percent of the population respectively.
When respondents were asked if they watched films/movies, an overwhelming majority (80 percent) indicated they watched films/movies. However, when the results were analysed by age group, 66 percent of respondents aged 46-60, and 43 percent of respondents aged over 60 years of age acknowledged that they watch movies.
Further analysis revealed that most respondents 68 percent in the target locations watch Nollywood movies, followed by 50 percent who mentioned that they watch Hollywood movies, 26 percent indicated they watch Kannywood movies, and 19 percent mentioned they watch Bollywood movies among others.
Furthermore, respondents were asked if they listened to music and findings revealed that more than 8 in 10 respondents (88 percent) in the locations where the surveys were administered acknowledged that they listened to music. However, only 58 percent of respondents over 60 years of age indicated that they listen to music. When asked what kind of music they listened to, 58 percent of respondents mentioned Gospel, 37 percent indicated Hip Hop, 17 percent mentioned Rythmn and Blues, and 17 percent mentioned Tribal music among others.
Analysis based on geopolitical zones revealed that while residents in Calabar, Lagos and Abuja have higher preference for gospel music, residents of Kano have a higher preference for ‘Tribal music’ (45 percent)
In addition, when respondents living in the target locations were asked whether they personally use the internet, 71 percent of them acknowledged that they do. However, only 18 percent of respondents aged 61 and over indicated they personally use the internet. This was the lowest proportion across the age groups.
Again, from the proportion who revealed they personally use the internet, 77 percent indicated they use it for browsing, 73 percent for social media, and 52 percent for emails. Browsing, Social media, and Emails were the three most prevalent reasons people cited for using the internet.
To assess the level of knowledge on the use of public spaces, respondents were asked how public spaces were used in the neighborhood where they live and results revealed that the largest proportion (39 percent) indicated public spaces were used for creative sector activities. This was followed by 37 percent who mentioned sports, and 30 percent who indicated religious activity. In addition, 20 percent of respondents mentioned that public spaces in their neighborhoods are not used for anything.
Respondents were further asked, “What kinds of events do you mostly attend in public spaces in your neighborhood?” 28 percent mentioned creative sector activities, followed by 24 percent who said religious activities. 24 percent of respondents disclosed they do not attend events in public spaces in their neighborhoods, while 19 percent indicated they attend sporting events among others events.
When the population who indicated they do not attend events in public spaces in their neighborhoods was further analyzed, it was found that a larger proportion of females (30 percent) than males (18 percent) comprised the group. Also a significant proportion of 18-21 year olds (40 percent) and over 61 year olds (42 percent) indicated they do not attend event in public spaces in their neighborhoods. These were the largest proportions by age group.
In conclusion survey results show that awareness of creative sector events is low, and attendance is even lower. Most Nigerians who eventually attend creative sector events learn about such events through word-of-mouth, therefore highlighting the importance of making awareness creating and advertising materials as personally engaging as possible to encourage increased referrals and subsequently attendance to creative sector events. Innovative avenues which provide more personal contact with potential audiences through their networks, increasing media adverts, free giveaways at events, etc. can also be explored to encourage attendance. Also advertising through social media proves to have a wide outreach especially among young adult Nigerians. This medium should also be better explored more as internet usage in Nigeria continues to grow.
Lastly, some works produced locally such as Kannywood (Kano) and Yollywood (Yoruba) movies seem to be consumed more in the regions where they are produced. Measures of cultural cross-overs such as providing subtitles, using multi-lingual actors from other regions, etc. would increase the buy-in and interest of Nigerians from outside these regions, thus encouraging cultural cross-over.
A total of 1,000 adult respondents were randomly selected from a pool of phone-owning Nigerians and interviewed over the telephone for this survey. The sample size was proportionately stratified by gender and age to represent the actual population distribution of residents in Lagos, Kano, Abuja and Calabar. NOIPolls Limited is No1 for country specific polling services in West Africa. Conducts periodic opinion polls and studies on various socio-economic and political issues in Nigeria. More information is available at www.noipolls.com
This press release has been produced by NOIPolls Limited and authorised for release by British Council on the NOIPolls media platform to provide information on all issues which form the subject matter of the document.
The British Council was established in 1934 and has been in Nigeria since 1943. It currently operates from offices in Abuja, Kano, Lagos and Port-Harcourt and continues to engage in cultural relations work, building links between citizens of the United Kingdom and Nigeria. Its activities are delivered through Arts, Education, English and Society business units as well as a thriving exams unit providing opportunities for thousands of Nigeria to acquire globally recognised qualifications.
Kindly note that while we are willing to share results from our polls with the general public, we only request that NOIPolls be acknowledged as author whenever and wherever our poll results are used, cited or published.
NOIPolls hereby certifies that all the views expressed in this document accurately reflect its views of respondents surveyed for the poll, and background information is based on information from various sources that it believes are reliable; however, no representation is made that it is accurate or complete. Whilst reasonable care has been taken in preparing this document, no responsibility or liability is accepted for errors or fact or for any views expressed herein by NOIPolls for actions taken as a result of information provided in this report. Any ratings, forecasts, estimates, opinions or views herein constitute a judgment as at the date of this document. If the date of this document is not current, the views and content may not reflect NOIPolls’ current findings and/or thinking.
 Art and Culture of Nigeria. http://www.123independenceday.com/nigeria/art-and-culture.html
 Nigeria arts and culture tourism. Come to Nigeria. http://www.cometonigeria.com/investment-opportunities-in-nigeria/nigeria-arts-and-culture-tourism/
 A Brief History of Art. 2011. http://www.thisdaylive.com/articles/a-briefhistory-of-art/105081/