Google's annual review of online activity has provided a fascinating snapshot of Nigeria's collective curiosity in 2025. The tech giant's Year in Search report for 2025, made public on Thursday, 4 December, highlights a diverse mix of political figures, viral sensations, and cultural trends that dominated the nation's internet queries.
Political Figures and Global Events Capture National Attention
The data reveals that Nigerians turned to search engines to understand major news events and political developments. The passing of former President Muhammadu Buhari triggered a massive spike in online searches as citizens sought details about his political journey, tenure, and lasting impact. Other prominent deaths that drew significant public interest included Super Eagles icon Peter Rufai, Pope Francis, and footballer Diogo Jota.
In the realm of active politics, Senator Natasha Akpoti-Uduaghan, representing Kogi Central, emerged as the most searched Nigerian personality. Google's report attributed this to her escalating political profile, which generated what it termed "unprecedented public interest" in ongoing debates and leadership narratives. On the international stage, searches soared for information on the Israel-Iran war and the United States elections.
Tech, Entertainment, and Viral Trends Define Online Culture
Technology and entertainment continued to be major drivers of search behavior. The iPhone 17 led queries for new devices, while affordable smartphones like the Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro remained highly popular.
The gospel track "Jesus Is Enough" by Tkeyz featuring Steve Hills was the year's most searched song, followed by Fido's "Joy Is Coming" and Davido and Omah Lay's collaboration "With You." In Nollywood, director Kemi Adetiba garnered significant attention due to the success of her series To Kill a Monkey, making it the most searched local show. Global hits like Squid Game, Wednesday, and Bon Appétit, Your Majesty also featured prominently.
Perhaps the most curious trend was the nationwide fascination with the toy figure Lababu. The simple question "What is Lababu?" topped search charts as the item became a viral sensation. Nigerians also actively looked up the meanings of trending terms such as Achalugo, Kelebu, Sope Purr, Ozempic, and nepo baby.
Lifestyle Searches Reflect Nigeria's Diverse Tastes
The search data also offered a window into the culinary and lifestyle interests of Nigerians. Recipe searches spanned a wide range, from local favorites like chinchin, asun rice, and Chinese rice to international dishes such as lasagne and sausage rolls. Beverages like ginger shots and the pornstar martini cocktail also piqued interest.
Taiwo Kola-Ogunlade, Communications and Public Affairs Manager for Google West Africa, commented on the findings, stating, "The 2025 Year in Search is a vibrant reflection of what Nigerians paid attention to. From major headlines and global conflicts to new slang and cooking trends, Nigerians used Search to explore the world around them." Google described the report as a "vibrant, unfiltered mirror of our collective attention," perfectly capturing the wide spectrum of topics that engaged the public throughout the year.
