Joy Agwunobi
Nigeria’s appetite for data is accelerating faster than ever, with consumption expected to more than triple by 2029, driven by wider broadband access, mobile internet connectivity and increasing adoption of data-heavy digital services.
This is according to a new industry outlook by PwC, which projects that Nigeria’s data usage will grow at a compound annual growth rate (CAGR) of 25.4 percent from 2024, reaching 58.2k petabytes (PB) by the end of the forecast period.
The report highlights a continued rise in the dominance of Wi-Fi networks in the country’s connectivity landscape. Wi-Fi currently accounts for 65.2 percent of total traffic, a figure expected to climb significantly to 73.1 percent by 2029 as more affordable and free hotspots are deployed across homes, public spaces and commercial centres. PwC estimates that Wi-Fi traffic will grow at a CAGR of 28.3 percent, effectively tripling within five years.
Cellular internet usage will also continue to expand, supported by ongoing 4G network upgrades and early 5G rollouts. PwC notes that mobile data traffic will more than double to 11.6k PB by 2029 as mobile devices cement their role as the primary gateway to digital services for most Nigerians.
Nigeria’s digital evolution mirrors wider regional trends seen across key African tech markets including Kenya and South Africa. In Kenya, PwC projects strong growth in data usage over the next five years driven by increased smartphone access, expanding 4G coverage and the commercialisation of 5G services. The East African country already records over 72 million active cellular connections,underscoring its mobile-first internet profile. Government investments in broadband and Safaricom’s aggressive push into 5G-powered fixed Wi-Fi solutions are positioning the market for deeper adoption of high-speed connectivity.
South Africa is equally witnessing a surge in data demand, largely fuelled by video streaming on platforms such as Netflix, YouTube and Spotify, as well as strong social media consumption. Gaming and cloud-based entertainment are emerging as fast-growing contributors to traffic volume. PwC projects that 5G will account for more than a third of South African mobile subscriptions by 2029, rising from an estimated 9.2 million 5G users in 2025.
Across Nigeria, Kenya and South Africa, digital inclusion is rising, though at varying speeds. Nigeria leads in absolute numbers with an estimated 107 million people online, representing 45.4 percent penetration. South Africa however boasts stronger reach, with about 78.9 percent of its population connected due to more developed infrastructure and urban fibre coverage. Kenya maintains significant momentum with 48 percent mobile internet penetration despite infrastructure gaps impacting fixed broadband rollout.
Smartphones continue to dominate internet access across the three counties due to affordability and the extensive reach of mobile broadband networks. Fixed-line broadband remains limited, particularly in rural and low-income communities where infrastructure costs remain high. While South Africa leads in fibre-based fixed broadband adoption, mobile connections still account for about 90 percent of internet access. Nigeria and Kenya are seeing gradual growth in fixed wireless solutions, but adoption remains at early stages.
One of the strongest drivers of data growth across Africa remains video. In South Africa, video content represents more than 76 percent of total data usage. Nigeria is seeing a notable boost from gaming and streaming platforms, while Kenya’s growth is increasingly influenced by OTT services and digital advertising demand.
PwC stresses that despite progress, affordability continues to hold back African consumers, with the cost of connectivity still claiming a disproportionate share of household expenditure. Nigerians spend as much as 81 percent of their online budget on connectivity alone, compared to 76 percent in Kenya and 62 percent in South Africa. By contrast, the global average cost share stands near 40 percent, allowing more consumer spend on content and digital services.
The report suggests that reducing the cost burden of getting online will be critical for unlocking Africa’s next phase of digital participation. As disposable income rises and broadband pricing gradually falls, more consumer spending is expected to shift toward content creation, online entertainment and advertising. PwC believes this transformation could attract greater long-term investment into Africa’s digital economy and strengthen its contribution to GDP growth.
With the continent rapidly shifting toward high-bandwidth applications, expanding 4G and 5G networks, and greater smartphone penetration, PwC projects that Nigeria and its regional peers will experience substantial increases in data consumption through 2029. For Nigeria in particular, the continued uplift in Wi-Fi deployment and a young, digitally curious population appear poised to shape an even more connected future.
