African marketers can benefit from boom in app uptake

By our News Team | 2021

A study by in three key African markets shows that app installs have increased by 41% in a year, emphasising their relevance to marketers.

Africa’s mobile app market is booming – fuelled by the Covid-19 pandemic, a rise of so-called ‘super-apps, and the growing need for apps as online banking increases in popularity. This is according to a recent study released by Google in conjunction with a AppsFlyer, an international mobile marketing analytics firm.

It is important news for the continent’s marketers, who are increasingly incorporating apps into their strategy. Doing so can help drive e-commerce, enhance brand loyalty and customer convenience, and promote in-store and other offline activity – through, for example, exclusive special offers to regular clients.

The study analysed more than 6 000 apps and two-billion app installs across South Africa, Nigeria and Kenya, and found that overall installs increased by 41%. The research took place over a year: between Q1 2020 and Q1 2021.

Nigeria had highest increase in installs

Nigeria showed the highest growth, with a 43% overall increase in installs. This was followed by South Africa with 37% and Kenya with 29%.
Perhaps driven by the pandemic and its associated lockdowns, in-app purchasing revenue increased significantly between July and September 2020, with an average 136% increase compared to the previous three months. This emphasised how much African consumers were spending within apps, from retail purchases to buying gaming upgrades.

In South Africa, in-app purchasing revenue surged by 213%. Nigeria showed a rise of 141% and Kenya’s in-app purchasing revenue was up by 74% over the same period.

As lockdowns took hold during the second quarter of 2020, installs of mobile apps increased by an overall 20% compared to the first quarter of the year. Most of this activity was in SA, where stay-at-home restrictions were the toughest. But Kenya also showed a significant uptick and there was a smaller rise in Nigeria.

Sports Marketing

As the world’s marketers and sponsors flock to US Open tennis winner Raducanu, let’s not make the same mistakes as with past prodigies.

Read More »