Google’s 2025 Search Report Nigeria reveals the powerful trends, top personalities and cultural moments that shaped national curiosity throughout the year
Google Communications and Public Affairs Manager for West Africa, Taiwo Kola-Ogunlade, in Lagos on Thursday released the company’s 2025 Search Report Nigeria, which revealed the powerful trends and cultural moments that dominated national curiosity during the year.
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The report highlighted how Nigerians used Google Search to follow politics, entertainment, notable deaths and fast-moving online slang.
The 2025 data showed strong political engagement, with Senator Natasha Akpoti ranked as the most searched Nigerian personality.
Global developments, including the Israel–Iran conflict and the United States elections, also influenced national search behaviour.
The year recorded major losses that drew widespread public attention.
Former President Muhammadu Buhari, Super Eagles legend Peter Rufai ,Uma upkai, Pope Francis were among the most searched figures following their deaths.
Entertainment remained a dominant driver of online interest. Tkeyz’s Oluwatosin, featuring Steve Hills, topped the music search rankings, while Kemi Adetiba reached the top tier of personality searches after the success of her hit series To Kill a Monkey.
Digital culture also shaped search patterns. The question “What is Labubu?” led national queries as Nigerians attempted to decode a viral social media character.
Searches for the meaning of Achalugo grew after its popularity in the film Love in Every Word.
Food search trends blended tradition with experimentation.
Nigerians looked up chinchin and sausage roll recipes alongside global favourites such as lasagna and hummus.
Speaking on the significance of the findings, Kola-Ogunlade said the 2025 Search Report Nigeria offered an unfiltered reflection of what held national attention.
He described the list as a vibrant expression of how Nigerians use technology to engage the world around them.
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Google noted that the full rankings are available on the Google Trends portal.
