At the same time, Google still holds close to 90% of the global search market.

There is a difference, but one that is closing fast. I have noticed it in my own behaviour. When I want a quick answer, I type into Google. When I want to see something, maybe a place, a product, a real experience, I open TikTok.

Search no longer means what it used to

Search used to be as simple as typing a question, scanning links, and choosing what to read.

Of course, that model still exists, but it is no longer the only one.

Today, search means:

• Watching a short video
• Listening to someone explain
• Seeing results in real time

On TikTok and Instagram, people go beyond looking for answers to looking for proof, context and experience.

This is a transition from information to demonstration.

Google still holds the system together

It is important to be clear that Google has not been replaced.

It is still the starting point for billions of queries every day. It indexes the web, organises information, and delivers results at speed. For anything detailed, including health, finance, and research, it is still the most reliable route.

Its strength is structure:

• Ranked sources
• Verified websites
• Depth and coverage

Even among younger users, Google is usually the final step, even when it is not the first.

Why TikTok is pulling people in

When it comes to search, TikTok works differently from Google, it does not present pages but people.

If I search for a restaurant, I do not get a list. I see someone walking into the space, showing the food, reacting in real time and that is surely what I want.

This is why usage is increasing. Nearly half of consumers now use TikTok for search-like behaviour, and younger users rely on it heavily for discovery.

Do not think it is replacing Google, it is more about answering a different need:

• “What does this actually look like?”
• “Is this worth it?”
• “What do people really think?”

TikTok answers those questions faster.

Speed vs depth

At the top of this is a simple trade-off.

TikTok is fast.

• Answers come quickly
• Content is easy to consume
• Little effort is required

Google is deep.

• More detailed information
• Wider range of sources
• Greater reliability

The difference is technical and behavioural. When I am in a hurry, I want clarity. When I need certainty, I want depth.

The trust problem

This is where the conversation becomes more serious.

Google’s results are built on ranking systems that prioritise established sources. TikTok relies on creators and engagement.

That changes how trust is formed.

On TikTok, a video can gain visibility because people interact with it, not because it has been verified. Engagement is not the same as accuracy.

However, many people still trust what they see there. Why? Because it feels human, direct and real.

Why people are changing their habits

The transition shows how people now prefer to learn.

Many users, especially younger ones, are moving towards:

• Visual explanations
• Personal experiences
• Quick, practical answers

Research shows that social platforms are now used as discovery tools at scale, particularly for lifestyle, products and local searches.

This is not about abandoning Google but splitting behaviour across platforms.

What this means for businesses

This change is already affecting how brands operate.

It is not enough to rank on Google these days, visibility now depends on:

• Appearing in short-form video
• Being explained by real people
• Showing, not just telling

Search has become fragmented. One platform no longer owns it.

A restaurant, for example, might still rely on Google for location and reviews. But discovery, the moment someone decides to visit, may now happen on TikTok.

Is this just a phase?

The data shows something more permanent.

Usage of TikTok for search is growing endlessly, and at the same time, Google comes first in overall search share.

This is not a replacement but a redistribution.

People are choosing platforms based on intent:

• Google for accuracy and detail
• TikTok for speed and experience

This is becoming consistent.

Where this leaves the user

We are no longer searching in one place. We move between platforms, usually without thinking about it. A question might start on TikTok, continue on Google, and end with a decision influenced by both.

That changes something fundamental. Search is no longer about finding information but about how that information is presented, who presents it, and how quickly it is understood.

So when doing your search, don’t focus on whether Google is losing, or TikTok is winning. When you need an answer today, focus on whether you trust what is fastest or what is most complete.

This digital explosion in Nigeria is triggered in periods like Easter. What used to be a calm religious period has become a peak window for streaming, mobile engagement and digital spending.

Lately, Easter has gone beyond being observed in churches to being consumed across screens.

Pews to platforms

There is still strong church attendance, which has not changed. What has changed is what happens before and after.

Phones are now part of the experience.

Nigeria has over 151 million internet subscribers, almost entirely driven by mobile access. This means Easter is no longer a shared schedule but a personalised, on-demand experience.

The growth of the “digital pulpit”

One of the most obvious changes this year is what I would call the digital pulpit.

Worship is no more tied to location, it moves with the user.

Podcasts, livestreams and recorded sermons are now done alongside traditional services. In many cases, they extend them. A message heard on Sunday is replayed on Monday morning traffic.

The data supports it:

• Faith-based podcast listening is steeply increasing
• More than 90% of streams happen on mobile devices

This is structured engagement not casual listening. Voices like Emmanuel Iren and Femi Lazarus are building large digital audiences. Their content blends theology with production quality, clear audio, clipped messages, and distribution across platforms.

The growth stresses that spiritual influence is longer limited to physical reach because digital distribution now defines it.

What Nigerians are watching: streaming takes over

Easter viewing has changed completely.

It used to be scheduled television, a few biblical films, and fixed times. Now it is on-demand.

• Church services stream live on YouTube
• Films are watched on mobile screens
• Content is replayed, clipped, and shared

At the same time, Nollywood is adjusting.

New titles like Avante (released April 3) are entering a congested digital space, while Behind the Scenes still tops as the highest-grossing Nollywood title into 2026.

Looking at distribution, platforms such as Africa Magic and YouTube are competing for attention, especially for indigenous content. Yoruba and Igbo language productions have seen around 87% growth in viewership and listening over the past year.

Easter is now a competition for attention, not just a moment of reflection.

The gospel streaming explosion

Music is still major during Easter, but the format has changed. Streaming platforms now carry most of the weight.

Data from Spotify shows that gospel and praise streams have grown by over 5,000% since 2021, ascertaining structural growth.

This week, playlists are doing the work once handled by choirs and CDs.

Artists like:

• Nathaniel Bassey
• Moses Bliss
• Dunsin Oyekan

are topping streams.

Dunsin Oyekan’s “Naija Worship” playlist takeover in early April reflects a wider shift. Curation has become as important as creation.

Worship is now on-demand, replayable, and algorithm-driven.

Reading, but differently

Reading has not disappeared, it has just changed shape.

Long books have given way to:

• Daily devotionals
• Short scripture posts
• Mobile-first reading

Apps like YouVersion Bible App are highly used here.

WhatsApp broadcasts and social media captions now carry a large share of spiritual content. It is quick, shareable and constant.

Reflection has been compressed into digital moments.

Gaming: the competitor

There is another aspect to Easter that isn’t usually unnoticed, and that’s gaming.

Holidays create downtime. Downtime drives play.

Titles like:

• Call of Duty: Mobile
• EA Sports FC Mobile

compete directly with films, sermons and music for attention.

Attention is limited.

Even during religious periods, platforms are competing for the same hours.

Social media: where Easter is performed

Easter now lives online.

• Instagram carries fashion and lifestyle
• TikTok spreads choir clips and sermon highlights
• WhatsApp distributes devotionals

What used to be private is now shared.

Easter is no longer just experienced, it is performed.

The economics: follow the data

Behind all this activity is money.

Nigeria’s telecom sector has changed. Data, not voice, now drives revenue growth.

Monthly internet spending has surged, with Nigerians spending an estimated ₦721 billion on data in a single month in 2025.

The beneficiaries are:

• MTN Nigeria
• Airtel Nigeria
• Streaming platforms
• Content creators

There is also a behavioural change.

People are now gifting:

• Data bundles
• Subscriptions
• Digital access

instead of physical items.

Easter consumption can now be measured in gigabytes.

A change driven by pressure

The high prices have made travel and large gatherings more expensive. Many people are staying in, and when they stay in, they go online.

Digital becomes the substitute.

It is cheaper, flexible and fits the moment.

The contradiction

There is a tension at the centre of all this.

Faith encourages stillness.
Technology encourages engagement.

The same platforms that deliver sermons and worship are designed to keep users scrolling, watching and listening.

That tension is not going away.

The change is permanent

Easter itself has not changed, the meaning is the same. But the way Nigerians experience it is what has changed.

Looking at podcasts, playlists, livestreams and even data bundles, we see what Easter is.

It is mobile.
It is personalised.
It is monetised.

And most of all, it is measured in data, in streams, and in time spent on screen.

With broadband access becoming more affordable across Africa every day, this means that there’s never been a better time to be an entrepreneur who wants to sell products or services online.

The Internet is the Number 1 thing African consumers have on their minds

It’s a key tool for them to learn about new products and services, share experiences, and share opinions.

We are all familiar with Google searches that lead us to websites where we can buy things like clothing or food from around the world. But have you ever thought about how much time you spend on your phone searching for information? 

This could be something as simple as looking up directions or finding out which restaurants have gluten-free options close by your destination before driving there (or even just deciding what restaurant would make an excellent date night). In addition, many people use social media platforms such as Facebook and Twitter when planning trips abroad—and these platforms allow users to share their photos while they are traveling through interesting places along their itinerary!

New technology is a priority for African consumers

African consumers are tech savvy and want to be ahead of the curve. They are always looking for the next great thing, so they’re interested in new trends and products. They want to be able to buy products online, or through their mobile phones.

In addition, African consumers are also interested in luxury items like watches or handbags because these are status symbols that can show off their wealth and success as well as their personality traits like generosity or sophistication (i.e., “I have enough money so I don’t need anything else”).

But what do they really want?

African consumers are becoming more aware of the importance of their purchasing power and are looking for products that reflect this. They want to be able to choose the products they buy, not just what is available in the market or on sale at retail outlets. For example, if you have a favorite brand that sells shoes, it would be nice if your kids could also find them and buy them too. This idea is gaining traction as many companies are now offering loyalty programs which allow customers to earn points when buying certain items from their favorite brands.

African consumers also want access to information about products before making a purchase decision; so much so that many prefer shopping online instead of visiting physical stores or malls where there is less choice available compared with online shops where users can search through thousands of items before making a decision!

Health, personal care and home care

African consumers are shaping the future of health, personal care and home care. The top three areas of interest for African consumers in 2022 were:

1. Health/wellness
2. Personal care and beauty products (including skin care)
3. Homecare

Consumers across Africa are motivated by the same key factors

African consumers want to be healthy, safe, happy and successful. They also want to be connected and entertained.

African consumers are motivated by the same key factors as other consumers around the world: they want to feel good about themselves, their family and friends. They also want to avoid feeling isolated from other people or feeling like an outsider in society at large.

The Internet and social media are powerful tools for African consumers

The Internet and social media are powerful tools for African consumers. In fact, according to a 2015 study by Pew Research Center, the internet is their number one thing on their minds—ahead of everything else including politics, religion and even health care.

The Internet has become an important platform for communication with consumers in Africa because it allows companies to reach out directly to them. Social media is another great way of engaging with them so they can share information about products or services being offered by your business online. It also gives you access into what people are talking about in real time when they’re searching through search engines like Google or Bing (two popular options).

Broadband access is crucial if African consumers are to realise their aspirations

Africa is a continent of 1.2 billion people, with growth rates that are among the highest in the world. The region’s economies have been growing at an average annual rate of 3% over the past decade and it has become one of the fastest-growing regions in terms of market size and population growth. However, these high levels of development have not always been accompanied by improved access to digital technologies such as broadband internet connections (which make up 90% or more of households in only seven African countries). There are several reasons why this situation exists:

Many African governments do not prioritize investment in infrastructure compared with other areas such as health care or education; they also tend not to provide subsidies for mobile devices such as smartphones or tablets which would help lower prices while encouraging users towards adoption rates where they could reach higher levels than those seen elsewhere on earth today!

Conclusion

In conclusion, it is clear that African consumers are at the forefront of innovation and technology, looking for new ways to improve their lives. This demand for more personalised services has led to the development of new technologies that can cater specifically for this market segment. 

But with these developments come challenges as well: How do we make sure that our customers have access to what they need when they need it? How will broadband access enable the kind of connectivity needed by Africans – especially those living in rural areas? These questions will surely be answered in the coming years as we continue our investment into Africa’s digital infrastructure.