By breaking down the demographics and behaviour of its users, a survey by an African social network, 2go, has declared Nigerians are more social than South Africans.

Marc Herson, director at 2go, revealed this while speaking at the Focus Day at Mobile Web West Africa 2013 holding in Lagos.

Herson said in Nigeria 36 percent of respondents to the 2go survey do not have a bank account, 17 per cent spend at least four hours travelling between work or study, 39 percent watch video on their phone and around 60 per cent spend a minimum of two hours a day on their mobile.

He added that more Nigerian users of 2go (90 percent) use feature phones than South Africans (75 percent).

In terms of gender distribution, he said more males in Nigeria (65 percent) use the chat app than in South Africa where only 51 percent of its users are males.

He also disclosed that Nigerian users of 2go are more social than their counterparts from South Africa.

This he said could be deduced from the relative ease with which more Nigerian social media users share personal information such as phone numbers with people they have never seen before.

Furthermore, he added that Nigerians use colours to express themselves on the app, and they easily and freely use the slang “Naija”.

Concerning commercialisation of 2go, he said in addition to the sale of credits, it has introduced goEngage brand platforms, carries out research polls for companies, and is now offering advertisers full screen splash adverts that currently have an average engagement rate of 30 per cent.

He said brands such as Amstel Malta and Supersports are some of the popular brands that have made use of the full screen advert that is displayed for five seconds each time a 2go user opens the app.

2go is a mobile social network targeting users in emerging markets, particularly in Africa. The company has over 21 million registered users with more than 10 million active users in Nigeria, South Africa and Kenya. The network is also due for an Android launch later this month.