From Quartz. Story by Yomi Kazeem.

As Internet use in Nigeria has shot up in the last five years, so has the use and popularity of social media platforms. New data shows Facebook remains a popular choice for Nigerians as 16 million people in Africa’s most populous country visit the social media platform every month.

Nigeria is still Facebook’s biggest market on the continent. In 2015 Facebook said South Africa, had 12 million monthly users while Kenya had 4.5 million.

Facebook said it has 7.2 million daily users from Nigeria with 97 percent of them accessing the platform via mobile.

A Facebook team visited Nigeria to ‘deepen partnerships with Nigerian businesses’ and help them create more compelling mobile-based marketing campaigns.

“Nigerians are sophisticated mobile users and this sophistication is increasing fast—people are ahead of businesses,” said Nunu Ntshingila, head of Africa for Facebook.

One of the challenges for Facebook is to build a strong mobile advertising market.

As a whole, Africa constitutes only 8 percent of Facebook’s global monthly users mainly due to the continent’s comparatively low Internet penetration rates. Facebook will be hoping to increase its user numbers on the continent through its ambitious but controversial Internet.org initiative, a mobile Internet service which lets users access some sites for free.

Read more at Quartz.