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| Image: Google |
In 2025, Nigerians relied heavily on Google to follow major developments in news, entertainment, and pop culture, with former President Muhammadu Buhari, Senator Natasha Akpoti-Uduaghan, and the viral toy Labubu emerging as the country’s most searched topics, according to Google’s Year in Search report.
The passing of Buhari created one of the year’s biggest spikes in search activity. Many users turned to Google to revisit his political career, reflect on his contributions, and evaluate his legacy. Interest in notable figures who died this year extended beyond Nigerian politics, with searches for football legend Peter Rufai, Pope Francis, and Portuguese star Diogo Jota also trending.
These queries indicate the public’s desire to engage with both local and global personalities.
Politics remained a major driver of online attention in Nigeria, with Senator Natasha Akpoti-Uduaghan emerging as the most searched domestic figure. Google noted that her visibility in national affairs attracted “unprecedented public interest,” reflecting the growing influence of digital platforms in shaping political awareness and discussion across the country.
Global events also commanded significant attention. Conflicts such as the Israel–Iran war, as well as international milestones including the U.S. elections, were among the top news-related searches. This demonstrates that Nigerians are not only invested in domestic issues but also keenly follow events abroad that may affect global and local dynamics.
Technology trends captured a wide spectrum of interest. Apple’s newly launched iPhone 17 was the most searched high-end smartphone, highlighting strong demand for premium devices. At the same time, more affordable options such as Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro drew substantial attention, reflecting the diverse preferences of Nigerian consumers who balance cost with performance.
Entertainment continued to dominate search behaviour. Music fans showed high engagement with Tkeyz’s gospel hit Oluwatosin (Jesus Is Enough) featuring Steve Hills, followed by Fido’s Joy Is Coming and Davido and Omah Lay’s With You. In Nollywood, Kemi Adetiba’s series To Kill a Monkey emerged as the most searched local show, while international series such as Squid Game, Wednesday, and Bon Appétit, Your Majesty also captivated viewers.
Viral sensations and social media culture influenced search patterns as well. The toy Labubu led curiosity-based searches, with many asking, “What is Labubu?” Meanwhile, trending slang such as Achalugo, Kelebu, Sope Purr, Ozempic, and nepo baby reflected Nigerians’ interest in online conversations and cultural trends.
Food and lifestyle searches were equally varied. Traditional Nigerian favourites like chinchin and asun rice were frequently queried, alongside global dishes such as lasagne and cocktails like the pornstar martini, highlighting the mix of local and international influences in everyday life.
Taiwo Kola-Ogunlade, Communications and Public Affairs Manager for Google West Africa, said, “The 2025 Year in Search is a vibrant reflection of what Nigerians paid attention to. From major headlines and global conflicts to slang and culinary trends, Nigerians used Search to explore the world around them.”
Google described the report as a “vibrant, unfiltered mirror of our collective attention,” illustrating how Nigerians engaged with politics, culture, entertainment, and technology throughout 2025.
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