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- Nigerians look online for answers
By Chinenye Anuforo
Former President Muhammadu Buhari, the mysterious toy sensation Labubu, and the newly released iPhone 17 were among the most searched topics in Nigeria in 2025, according to Google’s Year in Search report released on Thursday.
The data detailed how Nigerians used the internet this year to follow major events, seek clarity on cultural trends, make entertainment choices, and process moments of national significance.
Buhari’s death triggered one of the highest spikes in search traffic as Nigerians revisited his political career, presidency, and legacy.
The passing of Super Eagles legend Peter Rufai, Pope Francis, and international footballer Diogo Jota also drew substantial interest, reflecting a year marked by notable losses that stirred public reflection.
Beyond loss, politics and global affairs were major drivers of engagement. Senator Natasha Akpoti emerged as the most searched Nigerian personality, signalling heightened curiosity around political debates and leadership conversations.
Nigerians also turned to Google to follow international developments, with the Israel–Iran war and the US elections ranking prominently among the top news-related searches.
The country’s ongoing fascination with technology was reflected in the surge of interest around the iPhone 17, which topped device-related searches.
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Budget and mid-range options such as the Tecno Pop 10, Redmi 14C, Tecno Spark 40 and Infinix Note 50 Pro also featured strongly, pointing to a digital population eager to stay updated on both premium and affordable gadgets.
On the entertainment scene, Nigerians continued to gravitate toward homegrown content. Gospel track “Oluwatosin (Jesus Is Enough)” by Tkeyz featuring Steve Hills was the most searched song of the year, while Fido’s “Joy Is Coming” and Davido and Omah Lay’s collaboration “With You” also drove heavy searches across audio and lyrics categories.
In film and television, director Kemi Adetiba ranked among the most searched personalities following the widespread success of her hit series To Kill a Monkey, which emerged as the most searched local show. International titles such as Squid Game, Wednesday and Bon Appétit, Your Majesty also captured strong interest.
The report showed that Nigerian curiosity extended deeply into internet culture. The question “What is Labubu?” topped the list of queries as the toy figure became a viral sensation nationwide.
Searches for the meanings of trending words and expressions, including Achalugo, Kelebu, Sope Purr, Ozempic, and nepo baby, highlighted the role of Google as a tool for decoding fast-moving slang and social media references.
Everyday queries also reflected a blend of traditional and global influences, with Nigerians seeking recipes for chinchin, ginger shots, pornstar martini, sausage roll, lasagne, Chinese rice, and asun rice.
Google described this year’s data as a window into the country’s collective mood.
“The 2025 Year in Search is a vibrant reflection of what Nigerians paid attention to,” said Taiwo Kola-Ogunlade, Communications & Public Affairs Manager for Google West Africa.
“From major headlines and global conflicts to new slang and cooking trends, Nigerians used Search to explore the world around them.”
