Consumers in Africa are becoming more erratic than ever. For instance, Igho, a 55-year-old Nigerian father of four, spends much of his airtime playing computer games for young children. This new customer group, which MTN Nigeria has affectionately dubbed “kid-adults,” has been identified as those who have not yet outgrown their adolescent tendencies. A 31-year-old […]
Uchenna Uzo, Olubayo Adekanmbi, Jubril Salaudeen and Ephraim Nwokporo
