Nigerians are aggressively turning to the internet to upskill, start businesses, and navigate a dynamic job market, with artificial intelligence firmly taking center stage. New Google Search trends in the past year reflect the desire for self-improvement and financial independence.
The data, which compares search volumes from September 2024–August 2025 to the preceding year, highlights a determined national push towards career advancement and entrepreneurship, proving the digital space is now a primary avenue for personal and professional growth.
The overwhelming rush to digital learning is a direct and necessary response to a dire unemployment crisis, which has been exacerbated by high inflation and a shrinking formal job sector. According to a 2025 report, 80 million Nigerian youths are unemployed. Traditional degrees no longer guarantee a job, forcing a pivot toward fast, affordable, and globally relevant skills.
The entrepreneurial surge
The entrepreneurial spirit in Nigeria is stronger than ever. Searches for “how to start a business from home” almost doubled, soaring by a massive +90%. This indicates a significant shift toward locally viable, accessible ventures that can be managed outside traditional office spaces.
Also, the desire to bootstrap a business is evident, with “how to start a business with no money” increasing by +80% year-over-year.
The search data emphatically confirms that the entrepreneurial vision of Nigerians is far from monolithic; instead, it is marked by a highly diverse range of interests. On one hand, core, commodity-driven aspirations persist, highlighted by interest in the real estate business, the cocoa export business, and the importation business. These searches reflect a foundational commitment to established, tangible economic drivers.
On the other hand, the list equally features businesses native to the digital economy, such as starting a ghostwriting business and an online clothing business (often leveraging e-commerce and social media platforms).
AI and digital skills dominate
The most significant trend is the mass pivot toward digital literacy and AI. The interest in leveraging technology for financial gain is undeniable: searches for “how to make money with AI” jumped by +40%.
The quest for knowledge is broad, but AI learning is a clear priority, with “how to learn AI” increasing by +160%, placing it among the top trending “how to learn” searches. This suggests a recognition of AI as a key to future career stability and innovation.
Trending skills from coding to creativity
Beyond AI, the data shows an impressive surge in demand for both high-value and creative skills:
What new skills are Nigerians learning?
Search interest for “how to learn” skills shows a major shift. Financial trading and creator skills are growing far faster than traditional IT topics.
These dramatic increases demonstrate a pragmatic approach to upskilling, combining global opportunities like forex trading with in-demand creative and foundational digital skills like Photoshop and Excel.
“These search trends reflect the ambition and adaptability of Nigerians,” said Olumide Balogun, Director at Google, West Africa. “The data shows a clear pattern of people using technology, and in particular AI, to build their skills, create new opportunities, and navigate a changing professional landscape.”
