Give me access...

A lot of talk within PR seems to be around 'social media'. While the Western world clamours for this 'new thing' a country like Nigeria is in some ways still struggling with the more traditional concept. That's not to say that it is misunderstood, far from it. Clients are tuned into the trend, however it is sometimes the understanding that its reach to consumers is not as extensive as other parts of the globe.
In a country of over 140 million people, where according to the UN 90% live on less than $2 a day, the internet is not a primary concern of the masses. The NCC has licensed over 500 ISPs, but only about 50 are active in the market.
An Africa Analysis study estimated the total number of dial-up and narrowband internet subscribers in Nigeria to be 1.5 million with a total user base of 7.75 million at the end of 2008. The same study estimated 27,600 broadband connections for the whole country at the end of 2007.
Cost of internet access is extortionate when compared to the UK, to buy a USB CDMA modem can cost up to £100, then you must pay at least £50 for either monthly access or 250 hours. All for less than 200mbps speed. With costs like this it is only the well paid that can connect. The rest are reduced to an hour here or there at a cafe.
Of course dependent on the type of product, there is an argument that the wealthy segment of society are a large enough market for companies to concentrate on, so targeting them through social media such as Facebook etc. is desirable. Unfortunately if you dont target the rest of the consumers the opportunity for sector growth is limited.
New backbone cables are connecting Lagos and Nigeria to the rest of the world in the next few months. Sat3 http://en.wikipedia.org/wiki/SAT-3/WASC_(cable_system) which had problems earlier last month is already operating, Glo are to connect anytime soon and MainOne should be online June next year. These backbone providers will have the effect of crashing internet price to the ISP providers at least.
Hopefully we can expect this to be passed on to the consumer at some point in the future. This of course is dependent on maintenance and the desire by companies to discount.
Until then online social media remains mainly a preserve of those with money, whilst the rest will be left to be social on the bus or through text and phone calls.