By Ayomide Jones

In our digitally connected world, understanding the flow of internet traffic is crucial for optimizing connectivity, reducing latency, and enhancing the overall user experience. In West Africa, where digital transformation is on the rise, thanks to improved broadband and cloud infrastructure, the dynamics of local internet traffic can be both fascinating and complex. Let’s delve into this intricate web and explore what percentage of local internet traffic goes outside West Africa.

The complex web of internet traffic in West Africa

Internet Exchange Points (IXPs) are the vital nodes in the digital ecosystem of West Africa. These points serve as the intersections where different Internet Service Providers (ISPs), Content Delivery Networks (CDNs), and network operators converge to exchange internet traffic. In essence, they are the gateways through which data flows, connecting content providers with users, also known as “Eyeballs.”

To grasp the significance of local internet traffic, we must first understand two key elements: “Content” and “Eyeballs.” “Content” encompasses everything we create and seek online, from the latest applications and captivating games to the seamless delivery of cloud services, breaking news updates, and essential security measures. On the flip side, “Eyeballs” represent the individuals, including you and me, who access the internet through various channels like ISPs, Mobile Network Operators (MNOs), and more, all in pursuit of that digital content that has become an integral part of our daily lives.

The flow of content in West Africa

Now, let’s dive into the fascinating intricacies of internet traffic within West Africa. Content, while often available on a continental scale, is subject to growth, evolving in size and complexity. As it flourishes, the need to deliver it regionally or locally becomes imperative, and this is where local internet traffic patterns come into play.

In many instances, content deployment within West Africa currently occurs at a regional level, with numerous content providers setting their sights on the burgeoning West African market. Foremost among these nations is Nigeria, a country that boasts about half of West Africa’s population, approximately 202 million people, and ranks as one of the world’s youth population hotspots, according to the World Bank. Remarkably, about 50% of Nigerians are already connected to the internet, and a staggering 90% own mobile phones, as highlighted in DataReportal’s Digital 2021: Nigeria report.

Nigeria’s digital landscape is indeed promising, but it’s only a piece of the puzzle. The entire region of West Africa is brimming with potential, and it’s not merely about numbers but also about demographics.

Youthful demographics and the digital revolution

Africa, with its median age of just 19 years, is at the forefront of a digital revolution fueled by its youthful population. Unlike many other regions where aging populations dominate, Africa’s digital landscape is characterized by the energy and innovation of its young people.

This digitally astute generation is not merely consuming content; they are actively contributing to the digital sphere. They are developing mobile apps that address local challenges, creating viral content that resonates with their peers, and shaping the digital narrative in their unique way. This youth-led digital revolution creates a substantial demand for diverse and relevant content.

The percentage of local internet traffic going outside West Africa

The precise percentage of local internet traffic that exits West Africa can vary depending on several factors. However, it’s common for a significant portion of internet traffic in West Africa to be routed outside the region. Here are some of the reasons why:

• Content hosting: Many popular websites and online services are hosted on servers located outside of West Africa. When users access these services, their requests often travel to servers in other regions or countries.
• International connectivity: West African countries may have limited international internet connectivity. Some ISPs in the region rely on international transit providers to connect to the global internet, resulting in traffic leaving the region.
• Content Delivery Networks (CDNs): CDNs, which distribute content like videos and web pages, may have servers located outside of West Africa. This can lead to traffic being routed internationally for content delivery.
• Routing efficiency: Traffic routing decisions are influenced by factors such as network policies and cost considerations. Sometimes, routing traffic internationally is more cost-effective or efficient, even if the destination is within West Africa.
• Lack of local content: In some West African countries, there may be a limited amount of locally hosted or generated online content. This can lead to users accessing international websites and services more frequently.

Efforts are ongoing to improve the localization of internet traffic within West Africa. Initiatives like the development of Internet Exchange Points (IXPs) and the hosting of local content aim to reduce the percentage of traffic leaving the region. IXPs play a pivotal role in facilitating the exchange of local traffic within a region.

Navigating the digital frontier

The journey to understand and optimize local internet traffic in West Africa is both exciting and challenging. It’s a dynamic landscape shaped by demographics, infrastructure, and the evolving digital needs of a youthful population.

While a significant percentage of local internet traffic may currently exit West Africa, the region’s potential for growth and localization is immense. As the digital revolution led by Africa’s youth continues to gain momentum, the demand for diverse and relevant content will drive change. Initiatives that foster partnerships, collaborations, and content localization are crucial in unlocking the full potential of West Africa’s digital frontier.

In conclusion, the intricate dance of internet traffic in West Africa reflects the region’s vibrant digital landscape. It’s a landscape filled with opportunities, where the flow of content connects millions of “eyeballs” with the digital world, and as technology advances and connectivity expands, the percentage of local internet traffic that remains within West Africa is likely to grow, further fueling the region’s digital transformation.

Ayomide Jones heads the Product Management team at MainOne (an Equinix Company). Ayomide is an accomplished digital transformation professional with expertise in business analysis, product management, vendor management, and project management.

With a strong track record of optimizing processes and fostering innovation, she’s known for overseeing successful projects, including broadband connectivity and internet exchange deployment.

Beyond her professional life, she’s a devoted wife and a loving mother to two boys, all while maintaining an active lifestyle as an athlete.