Tech
Nigeria Leads Mobile App Market Growth for Africa, According to AppsFlyer & Google Report
AppsFlyer, the global marketing measurement leader, has launched a report with Google that reveals a booming African mobile app market, propelled by a growing fintech space, a rise in ‘super apps’, and the COVID-19 pandemic amongst other factors.
Having analysed over 6,000 apps and 2 billion installs across South Africa, Nigeria, and Kenya, between Q1 2020 and Q1 2021, the report found that the African mobile app market showed strong growth, with overall installs increasing by 41%. Nigeria showed the highest growth, with a 43% uplift, followed by 37% in South Africa, and 29% in Kenya.
33% of 2020’s in-app purchasing revenue was generated in Q3, as consumer spending grows
Showing perhaps the biggest trend, in-app purchasing revenue numbers soared between July and September, with a 136% increase compared to the previous three months. This accounted for a third of the year’s total revenue, highlighting just how much African consumers were spending within apps, from retail purchases to gaming upgrades.
South Africa’s in-app purchasing revenue surged by a massive 213%, with Nigeria and Kenya also showing significant increases of 141% and 74% in the same time frame.
COVID’s impact on app installs in Africa
With people spending more time at home, the report found overall app installs increased by 20% in Q2 2020 compared to the previous quarter. On a country level, South Africans were quick to take to their mobiles as the first lockdown hit, with installs of mobile apps increasing by 17%. The situation was more muted in Nigeria and Kenya, with increases of 2% and 9% respectively. These differences are likely due to the varying levels of restrictions experienced by the three countries, with South Africa facing the strictest.
Other key findings
- South Africa and Nigeria saw year-on-year growth in finance app installs by 116% and 60% respectively, as the need to reduce social contact has led to even more users adopting digital solutions for their financial needs.
- Android’s larger market share within Sub-Saharan Africa has seen advertisers spend more budget on the platform. Non-organic installs increased by 54%, compared to 19% for iOS.
The *cost per install (CPI) on iOS also increased by 21% between Q2 and Q3 2020, which meant iOS app developers were getting fewer installs for the same budget. Towards the end of the year and into 2021, there was no uplift in non-organic installs on iOS compared to 40% on Android.
- The report found similar levels of overall growth across verticals during the year, with gaming installs increasing by 44% and non-gaming increasing by 40%.
Commenting on the trends highlighted in the report, Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer said:
“We’re proud to combine forces with Google to provide businesses with the insights and technology needed to succeed on mobile in Africa. The mobile app space in Africa is thriving, despite the turmoil of the last year. Installs are growing, and consumers are spending more money than ever before, highlighting just how important mobile can be for businesses when it comes to driving revenue.
As a result, mobile marketing is becoming increasingly important for businesses across the continent. Being able to make data-driven informed decisions, and understand the ROI on marketing campaigns will be key to any app marketers success.”
Rama Afullo, Apps Lead for Africa at Google, added: “While it’s clear that mobile adoption is increasing, there’s still room for growth when it comes to app marketing, with many marketers in the nascent stage of their app maturity journey.
Taking advantage of app promotion and engagement tools like Google’s App Campaigns, using analytics and measurement tools, and working with mobile measurement partners like AppsFlyer, will be key for companies looking to grow their user base, drive customer value and continue improving the user experience.”
The full report can be accessed here.
Samsung Electronics has officially unveiled the latest addition to the popular Galaxy A series smartphones – the Samsung Galaxy A06.
Joining a fan favorite series and combining powerful performance with a sleek design, the Galaxy A06 offers customers and loyal A series fans unique features and premium experience at an affordable price.
The stylish Galaxy A06 is set to redefine what users expect from entry-level smartphones, offering cutting-edge technology without compromise.
Aptly, tagged “Galaxy Wey Sabi”, the Galaxy A06 stands out in the competitive category as it aims to resolve the customers’ needs in a smartphone with focus on durability, functionality, security, camera, and entertainment.
Users can enjoy capturing high-resolution photos with the 50MP rear camera, now equipped with Nightography for capturing the essence of every detail especially in low-light conditions. The 8MP front and 2MP (depth) cameras also provide crystal-clear selfies with advanced beautification features.
Spotting a slimmer design and comfortable grip, as well as a side fingerprint scanner, the new Galaxy A06 features a stunning 6.7” HD+ display, providing vivid colors and crisp clarity for an immersive viewing experience that delivers seamless visuals on the infinity-U display with enhanced brightness, especially for outdoor visibility.
Galaxy A06 – Galaxy Wey Sabi is truly a device, which understands your needs, equipped with a 5000mAh long-lasting battery, you can enjoy more device usage without worrying about battery life. The 25W Super-Fast Charging feature ensures up to 50% battery charge in just 30mins, meaning you are back in action quickly.
“The Samsung assurance is a promise, a trustworthy reliability in our Knox Security on this device, which protects your personal information by isolating your passwords and other private data within a secure environment,” said Stephen Okwara, Head Product Management, Samsung Electronics West Africa. “What also awesome about this is our promise of continuous OS upgrades and up to 4 years security update on this device. Isn’t that impressive from a brand that understands the needs of its customers?”
Also speaking at the Galaxy A06 launch event in Lagos, Oge Maduagwu, Head of Marketing, Samsung Electronics West Africa said: “We are excited to introduce the Galaxy A06, which brings together powerful performance, an advanced camera, and long-lasting battery life, all in a stylish and affordable package,” She added: “Also customers can enjoy premium support for their device with a screen damage insurance cover of just N9000.
Available in four stunning colors – Black, Blue Green, Lime and Silver – The Samsung Galaxy A06 will be available in Nigeria at all authorized Samsung Stores from 11th October 2024, with pricing starting at N146,000.
Tech
Anambra School Emerges Winner In National Girls In ICT Competition With Groundbreaking VR Technology
St. John Vianney Science College, Igbariam, used their virtual reality project to conquer the National Girls in ICT Competition 2024, claiming the national championship title yesterday!
The National Girls in ICT Competition, organized by the Federal Ministry of Communication, Innovation and Digital Economy, is a technology innovation competition for all girls in secondary schools across Nigeria.
Their innovative project, M-Tag VR, allows users to explore iconic landmarks like Zuma Rock and learn about fascinating cultural aspects of Nigerian tribes. The girls, Immaculate Ebube Ikegwuonu, Camilla Anyadike, and Nweke-Nonso Oluchi, mentored by their coach, John Onuigbo, triumphed over teams from all 36 states.
The girls’ talent shone brightly throughout the competition. They started at the state level where they aced the Anambra state competition, then proceeded to conquer the Southeastern regional championship, defeating teams from Ebonyi, Imo, Abia, and Enugu, to make it to the national finals.
Rivers and Lagos states secured the second and third-place positions, respectively.
Tech
Google To Delete Billions Of Browser Records To Settle ‘Incognito’ Lawsuit
CNN reported that Google will delete billions of data records as part of a settlement for a lawsuit that accused the tech giant of improperly tracking the web-browsing habits of users who thought they were browsing the internet privately.
The suit was originally filed in 2020 and accused Google of misrepresenting the kind of data it collects from users who browsed the internet via “Incognito” private browsing mode in Chrome. Google agreed to settle the suit late last year, but the terms of the settlement were first disclosed in a filing on Monday.
As part of the settlement, Google must delete “billions of data records” that reflect the private browsing activities of users in the class action suit, according to court documents filed Monday in San Francisco federal court.
Google will also update its disclosure to inform users about what data it collects each time a user initiates a private browsing session. Google has already started implementing these changes.
For the next five years, Google will also let private browsing users block third-party cookies as part of the settlement. Google also will no longer track people’s choices to browse the internet privately.
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