Google Survey: Search Engines Enhance Nigerian Business Global Reach

A recent Google survey revealed that 83 per cent of online businesses in Nigeria agree that search engines have made it easier for global customers to discover their services.

This was disclosed by Mr. Brendon Kraham, Vice President, Search and Commerce, Global Ads Solution at Google, during a roundtable discussion with journalists in Lagos.

He also highlighted that recent studies showed 70 per cent of Nigerians have used Generative AI in the past year, a figure significantly above the global average.

Kraham emphasised that in today’s rapidly evolving digital landscape, Nigerian businesses are increasingly adopting Artificial Intelligence (AI) to drive growth and strengthen consumer connections, with Google playing an integral role.

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According to him, platforms like Google and YouTube have become pivotal in discovery and decision-making for Nigerians, with YouTube watch time in Nigeria increasing by over 50 per cent year-over-year as of May 2023.

He noted that “YouTube reached over 30 million people in Nigeria aged 18 and above in May 2024, and businesses are increasingly leveraging AI tools to foster innovation and growth.”

He also mentioned that 36 per cent of YouTube creators in Nigeria have experimented with AI tools to enhance their creative processes.

Pointing to recent studies, Kraham noted that marketers who deeply integrated AI tools experienced 60 per cent greater revenue growth compared to their peers, underscoring AI’s transformative potential.

Kraham shared examples of Nigerian businesses benefiting from AI-powered solutions, including FairMoney and Wakanow.

He explained that FairMoney, a digital bank, used Google App campaigns to achieve remarkable results: a 47 per cent increase in app installs, a 30 per cent rise in loan applications, and a 24 per cent boost in loans disbursed.

Similarly, Wakanow, an online travel platform, leveraged Google App campaigns to double its booking revenue and achieve a tenfold increase in booking volume.

These case studies, he said, showcase AI’s immense role in driving business growth and innovation in Nigeria.

Additionally, Ipsos research found that Google and YouTube maintain a unique position of trust in influencing buying decisions, underscored by over a billion daily shopping interactions and billions of hours of YouTube content watched.

According to Kraham, “AI-powered advertising solutions and cutting-edge technology are enabling Nigerian businesses to stay competitive, innovate, and succeed in the dynamic digital landscape.”

He concluded by affirming that the future of business in Nigeria looks promising, with AI poised to play a crucial role in fostering further growth and innovation.

NAN