These 3 Trends Will Shape Africa’s Mobile App Market by 2022

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The mobile industry in sub-saharan Africa experienced strong growth and continued to be resilient against the effects of Covid-19.

The digital solutions provided invaluable support to communities and businesses. This helped them transition to a mobile-first approach for most of their daily challenges. Fintech apps dominate this trend.

The Mobile Economy Report shows that 615 million Sub-Saharan Africans will subscribe to mobile services in 2025. This is equivalent to half of the region’s total population.

Three key trends in mobile apps for Africa are being explored by Daniel Junowicz (RVP EMEA & Strategic Projects), at AppsFlyer’s leading mobile marketing analytics platform AppsFlyer as we enter a new year.

Mobile applications will see an increase in investment.

A report by Google and AppsFlyer previously revealed a boom in African mobile apps, driven by a growing fintech sector, rise of’super apps’ and the COVID-19 pandemic, among other factors.

The report, which analyzed more than 6,000 apps and 2,000,000 installs in South Africa, Nigeria and Kenya between Q1 2020, Q1 2021, found strong growth in the African mobile app market, with total installs rising by 41%. With a 43% increase, Nigeria was followed by 37% South Africa and 29% Kenya.

The global pandemic has facilitated Africa’s digital transformation.

As we enter 2022, the momentum many companies have maintained in their digital transformation journeys, especially in the finance and retail industries, shows no sign of slowing down.

Low vaccine rates are limiting Africa’s ability to recover from the pandemic. Businesses will be increasingly looking to capitalize on this growing digitally aware audience.

Briter bridges reports that African startups received $4.65 billion in disclosure funding last year. 62% of this was poured towards fintech companies.

Traditional businesses will focus their efforts on increasing web traffic and in-person mobile experience. This will happen as they increase their investment in mobile apps and mobile app marketing, which could account for more that half of their overall marketing budget.

Mobile commerce growth will increase customer experience and brand loyalty

Mobile commerce is expected to continue experiencing exponential growth in Africa through 2022 as more people, particularly those who were not tech-savvy, start shopping online via mobile apps.

Mobile marketing will be more saturated with social commerce. It is therefore important to create an engaging user experience that increases brand loyalty.

Africa’s e-commerce app growth is not slowing down.

AppsFlyer’s State of eCommerce App Marketing Report shows that the African mobile app market continues its strong growth. More people are able to access goods and services online than ever, with a 55% increase on Android and 32% for iOS in 2021. Consumer spending is up 55% overall.

Consumers will be more familiar with mobile apps and will respond more positively to innovations and improvements in UX. This will lead to a positive engagement with brands.

App developers and marketers will need to improve the UX. They should focus their efforts on creating more compelling copy, eliminating distractions, and maximising creative design in the small space available for mobile screens.

The market should be pushed towards mobile apps because of the intense competition for attention. These applications will appeal to consumers and retain a higher level of brand loyalty.

Fintech and social super apps are becoming more popular

China is home to super apps, which were developed from a large population and significant consumer purchasing power.

We Chat, an app for messaging, quickly expanded to include other activities like shopping, gaming, and video sharing.

This is the model that Meta and other social media companies in West are trying to emulate by rolling out more features under their single apps.

Africa is a potential market for Super Apps, particularly Fintech. At the end of 2021 there were 548,000,000 registered accounts in Sub-Saharan Africa. This is 43% of all active mobile money accounts worldwide.

These apps provide convenience for consumers as they offer the basic infrastructure required by the unbanked population, and easy access to a broad range of services.

M-Pesa in Kenya and Opay in Nigeria have been excellent examples of East and West Africa. At least another dozen emerged from last year.

As we enter 2022, the race to be the digital retailer and consumer market leader for super apps is on. Businesses will see their capabilities expand and diversify by integrating their features into everyday life.

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