In 2025, Nigerians turned to Google in force to make sense of a fast-changing world. According to the latest Year-in-Search report, the names Labubu (a viral toy), Natasha Akpoti‑Uduaghan (a rising political figure), and Muhammadu Buhari (former president) dominated the list of top searches, a clear signal of what captivated public attention this year.
The death of Buhari triggered one of the largest spikes in search activity, as many Nigerians revisited his presidency and legacy. Meanwhile, Akpoti-Uduaghan, described as drawing unprecedented public interest, led searches among living Nigerians, indicating a growing appetite for political news and civic engagement.
But searches weren’t limited to politics and legacy. Technology remained front and center: users were keen on the newly released iPhone 17, while more budget-friendly devices like Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro also saw strong search interest, a reflection of Nigerians’ mix of aspiration and affordability.
Entertainment, pop culture and lifestyle drove much of the national curiosity. The gospel song ‘Jesus Is Enough’ by Tkeyz and Steve Hills topped music searches, while films, shows and popular series generated buzz. In local film and media, the name Kemi Adetiba stood out, propelled by the popularity of her series ‘To Kill a Monkey’, the most searched Nigerian show of 2025.
Searches also revealed an appetite for viral slang and social-media driven culture. The question “What is Labubu?” topped search charts, as people sought to understand a trending toy sensation. Meanwhile, terms like “Achalugo,” “Kelebu,” “Sope Purr,” and others became common queries, underscoring how Nigerians turned to Google to decode fast-moving cultural references.
Food and lifestyle searches painted yet another picture: many Nigerians explored global flavours and new recipes from chinchin, ginger shots and Asun rice to pornstar martinis, lasagne, sausage rolls and more.
As a Google representative put it, “The 2025 Year in Search is a vibrant reflection of what Nigerians paid attention to.”
These search trends hint at deeper economic currents: growing interest in affordable gadgets suggests rising demand for budget-friendly tech across Nigeria, while curiosity in slang, songs, food and shows underscores expanding consumer markets. Combined, such trends reflect evolving consumer behavior, a signal that Nigeria’s creative, digital, and retail economies remain vibrant even amid macro-economic uncertainties.
