Young Nigeria: how attitudes to leisure are changing

In the not so distant past, Nigeria was – like much of sub-Saharan Africa – largely ignored when it came to the study of leisure and consumption patterns.

And while it’s definitely the case that the extent and proliferation of mass market consumer spending seen in places like Europe or North America is probably still far off for Africa’s biggest economy, it’s also the case that the young people of Nigeria are enjoying an upsurge in opportunities to kick back and relax.

From shopping habits and the presence of malls to online casino gambling, there are plenty of ways in which Nigeria’s youth are finding their habits changing. This article will explore the issue in further depth.

Mobile phone usage

Across the world, mobile phones are quickly becoming hubs of entertainment for all sorts of people – no matter what their age or background. Internet-enabled smartphones can do almost anything when it comes to leisure, from opening apps designed for gaming to offering film selections, television programmes, newspapers and more.

In Nigeria, use of mobile phones is skyrocketing. According to recent figures, it’s expected that 60% of Nigerians will be using smartphones by the time 2025 rolls around – and with young people the ones who grew up in the digital age, it’s this demographic that will see the most change.

Consuming media

But consumption of material objects is far from the only thing on the minds of young Nigerians, and many are now choosing to spend their leisure time exploring the world of media and film.

Lagos is packed full of cinemas, and English-language films from markets such as Hollywood are popular here. Nigeria also has its own burgeoning film scene, which local young people are clamouring to either participate in or watch the output of.

In recent years, the ‘New Nigerian Cinema’ wave has allowed young people to get involved in film-making and release their hidden inner creative talents – and increased international attention for this sub-genre suggests that it will only get more popular as the years go by.

Not so long ago, young people in Nigeria often found themselves without the same sort of leisure opportunities that their counterparts in the West were enjoying. But as the country’s economy has grown and evolved, so too have the options for leisure and relaxation.

Whether it’s gambling on a smartphone or watching movies from home or abroad, young people in Nigeria now have more options than ever when it comes to enjoying themselves.

Casinos and gambling

The legal and regulatory landscape for online gamblers in Nigeria is complex. On the face of it, online casino gambling is not permitted – but some betting, especially in contexts such as sport or in specific physical branches of casinos, is allowed.

In any event, a significant number of Nigerians have chosen to circumvent the laws by opting to either make available or use online casino sites that are technically not permitted. Online casinos such as Europa have thus become popular – and that’s likely to remain the case.

Overall, the figures reveal that gambling is a key activity enjoyed by younger people. According to one study, 60 million or so Nigerians between the ages of 18 and 40 bet on sports.

And studies have also found that nearly four-fifths of Nigerians say that a lot of gambling goes on near them. As time goes on, then, it’s increasingly likely that Nigerian young people will be leading the way when it comes to gambling site usage.

Going shopping

Another big change that Nigeria has seen in recent years is the arrival of a more enhanced consumer culture. As has been the case in certain other economically successful countries on the continent, such as South Africa, there is a growing trend towards ensuring that the money earned through work or business can be spent and enjoyed somewhere.

The shopping mall, which until recently was largely considered to be an exclusive preserve of the West and pockets of Asia, is now a popular sight in places such as Nigeria. Young people in Lagos can be found at the Festival Mall, for example, which boasts over 10,000 square metres of space.

And the kind of self-conscious fashion-following that is seen in cities like London or Paris can now also increasingly be seen here. Districts of Lagos, such as Lekki, are known for being fashionable spots, and anyone who wants to see Nigeria’s young people showing off their style can certainly do so here.