Global marketing measurement leader, AppsFlyer and Google reports have shown a boom in the African mobile app market, propelled by a growing fintech space, a rise in ‘super apps’, and the COVID-19 pandemic among other factors.
According to Google reports, its analysis is over 6,000 apps and two billion installs across South Africa, Nigeria, and Kenya, between the first quarter of (Q1) 2020 and Q1 2021, found that the African mobile app market showed strong growth, with overall installs increasing by 41 percent.
Nigeria showed the highest growth, with a-43 percent uplift, followed by 37 percent in South Africa, and 29per cent in Kenya.
Showing perhaps the biggest trend, in-app purchasing revenue numbers soared between July and September, with a 136 percent 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.