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.
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.
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.