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AppsFlyer Report Finds 55% Increase in Retail Spending in Mobile Apps across Sub-Sarahan Africa

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AppsFlyer, the marketing measurement and experience platform, today released the 2021 edition of its State of eCommerce App Marketing report, outlining key global trends to guide marketers in building a mobile-first experience that will drive engagement and sales for the upcoming holiday season.

Having analysed over 750 million app installs across 7250 apps, and 3 billion remarketing conversions across EMEA, the report found that the African mobile app market continues to show strong growth with more people accessing goods and services online than ever before.

This year, retail apps are already approaching peak usage levels from the 2020 holiday season, so the eCommerce industry is entering the last quarter of 2021 with an elevated baseline. With eCommerce installs increasing 55% on Android and 32% on iOS in 2021, and consumer spend climbing 55% overall, the Q4 holiday season is expected to be record-breaking.

“With the holiday shopping season around the corner, retail brands should be prioritising mobile, and mobile apps, as part of their strategy,” said Daniel Junowicz, RVP EMEA & Strategic Projects, at AppsFlyer, AppsFlyer. “Marketers should look at optimising the overall user experience, including the transition from mobile web to app.

“In addition, deep linking can be used to ensure customers reach their intended destination within a mobile app smoothly and contextually. If last year is anything to go by, marketers that get their mobile app strategy right will see significant revenue and acquisition growth.”

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Key Africa Insights:

  • ecommerce installs remained steady throughout 2020 but have already risen by 16% in 2021 (Q1 vs Q2)
  • iOS is showing particularly strong growth, with a 33% increase in the same time frame. By comparison, retail app installs on Android haven’t changed.
  • Non-organic installs dropped 26% at the start of the pandemic: Marketers throughout the region were cautious when it came to spending budget at the start of the pandemic. Non-organic installs dropped by 26% between Q1 2020 (pre-pandemic) and Q2 2020 (as the pandemic hit). However, this level of cautiousness was short-lived, with non-organic installs rising by 18% in Q3. They’ve remained steady ever since.
  • Remarketing: The 2020 holiday season saw heavy usage of remarketing as marketers looked to capitalise on key shopping periods. Between Q3 and Q4 2020 there was a 22% lift in remarketing conversion rates. This reached nearly 40% when comparing October to November.

    .In many iOS dominant regions, remarketing took a hit following the loss of IDFA as part of Apple’s update to iOS 14, but given Android’s dominance in Sub-Saharan Africa this hasn’t been felt.

  • In-app purchases increase 55% over 2020: Consumer spend fell by 50% at the start of the pandemic – between March and April – likely due to economic uncertainty as a result of lockdowns. However, as it became clear that consumers would need to adapt to digital methods of shopping in the absence of physical stores, spending quickly recovered.

Indeed, between April and May 2020 there was a 256% rise in overall spending in retail apps! Overall there was a 55% increase in consumer spending in apps in 2020.

  • Unsurprisingly, spending in 2020 peaked in November, coinciding with Black Friday and the lead-up to Christmas. As a result, between Q3 and Q4 there was a 60% uplift. This increase in spend has carried through to 2021. If we compare H1 2020 with H1 2021 we see a 65% increase in spending.

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Fake Agency: ICPC Indicts NITDA, Others over Inadequate Due Diligence

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Independent Corrupt Practices and Other Related Offences Commission (ICPC) indicted the National Information Technology Development Agency (NITDA) and other ministries over administrative lapses that allowed the fictitious Presidential Foreign Investment Promotion Council (PFIPC) to operate.

Fake Agency: ICPC Indicts NITDA, Others over Inadequate Due Diligence

Musa Aliyu, chairman, ICPC, stated that NITDA, alongside the Office of the Secretary to the Government of the Federation (OSGF), the Budget Office, and other bodies, failed to carry out adequate due diligence and standard operating procedures.

ICPC said however,  clarified that the findings pointed to severe internal control weaknesses and administrative negligence rather than active official complicity by NITDA and the other affected agencies.

The briefing followed a 30-day investigation ordered by the president on July 7 into allegations surrounding the purported presidential council.

The commission also cleared the presidency and the Central Bank of Nigeria (CBN) of any wrongdoing but blamed institutional lapses in several ministries, departments and agencies (MDAs).

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Aliyu said investigators established that Adeniyi Adeyemi, the director-general, was never appointed by the federal government and that the PFIPC had no legal existence.

“As you may recall, on the 7th of July, Mr. President directed the ICPC to conduct an investigation into the fake Presidential Foreign Investment Promotion Council and submit a report within 30 days,” he said.

“Today, exactly within the stipulated period, we have submitted an interim report based on our interactions with all stakeholders involved.”

According to Aliyu, Tinubu directed the commission to make its findings public in the interest of transparency and accountability.

He said the investigation found that Adeyemi’s purported appointment letter was forged.

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“It has been established that Adeniyi Adeyemi Matthew was never appointed by the Federal Government or any authority whatsoever,” he said.

“The Presidential Foreign Investment Promotion Council, which sometimes they called the Presidential Foreign Intervention Promotion Council, was never established by any law, executive order or any valid instrument of government.

“The appointment letter presented by Adeniyi Adeyemi Matthew was completely forged alongside similar documents used to perpetuate the illegal activities of the fake agency.”

Aliyu stated that a purported government gazette used to legitimise the organisation was also fabricated.

“If you recall, there was a gazette which he used to support the fake agency. That gazette is an illegal document that never passed through the processes prescribed by law,” he stated.

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“Our investigation found that the office used by the fake agency was the office of the Presidential Economic Advisory Council. The office was broken into and access was gained illegally. That was how he was able to operate from there.”

Aliyu also revealed that investigators uncovered two additional fictitious government agencies allegedly created by the suspect — the FCT Investment Promotion Agency (FIPA) and the Foreign Investment Promotion Agency/Public-Private Partnership (FIPA-PPP).

According to him, fake legislative instruments were used to create the agencies and open bank accounts.

Despite the elaborate scheme, the ICPC chairman said the investigation found no evidence that federal government funds were disbursed to the fake council.

“Our investigation found that no funds of the federal government were approved or disbursed to the fake PFIPC,” he said.

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“We also discovered no weaknesses in the systems of the State House or the Central Bank of Nigeria during our investigation. The fake appointment letter did not originate from the presidency.

“Our investigation found that some public officers failed to carry out due diligence and failed to comply with standard operating procedures in their ministries and departments. That gave him the opportunity to carry out these illegal acts.”

 

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Tax Reform Built on Taxing Prosperity, Not Poverty– Adedeji

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Nigeria tax system is build on taxing prosperity not poverty, according to Dr. Zacch Adedeji, executive chairman, Nigeria Revenue Service (NRS).

Tax Reform Built on Taxing Prosperity, Not Poverty– Adedeji

Dr. Zacch Adedeji, executive chairman, Nigeria Revenue Service

Adedeji, also  dismissed the insinuation that the government’s tax reform is aimed at extracting money from Nigerians .

He said the essence of reform is creating an economic environment where individuals and businesses can prosper.

Dr. Adedeji made the clarifications on Sunday night while appearing on Channels Television’s Politics Today, where he defended the administration’s tax reforms and addressed concerns over rising government revenue amid the economic hardship facing Nigerians.

According to him, the government’s objective is to tax the fruits of investment rather than the investment itself.

“For us at Nigeria Tax, we are not there to extract. Our focus is not revenue. I don’t want to tax poverty. I’m to tax the fruit, not the seed, and I’m to tax the return, not investment.”

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Adedeji explained that the government would generate more revenue as businesses became more profitable, without necessarily increasing the tax burden on individuals and companies.

He said a company that made N100 in profit could generate N30 in tax revenue for the government, but if its profit increased to N200 or N300, government revenue would rise accordingly.

“So, if I want to make more, I must work for you to make more. And that is why it is in the best interest of us in Nigeria Revenue Service that businesses are doing well, individuals are doing well,” he said.

He said the approach was consistent with President Bola Tinubu’s economic agenda, which seeks to remove barriers to investment and create a more conducive environment for businesses to operate and expand.

Adedeji cited reforms in the electricity sector as part of the government’s efforts to stimulate economic activity.

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He noted that the Electricity Act had devolved powers to state governments to generate, transmit and distribute electricity, arguing that improved power supply would boost production and productivity across the economy.

 

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UNESCO Taps Oguamanam,Nigerian Scholar to Advisory Body on Science, Tech Ethics

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Prof Chidi Oguamanam, Nigerian scholar, has been invited to serve as a member of the United Nations Educational, Scientific and Cultural Organization (UNESCO’s) World Commission on the Ethics of Scientific Knowledge and Technology.

UNESCO Taps Oguamanam,Nigerian Scholar to Advisory Body on Science, Tech Ethics

Prof Chidi Oguamanam,

The appointment, which covers four years from 2026 to 2029, recognises Oguamanam’s contributions to the ethics of science and technology and related disciplines.

The invitation was conveyed in a letter from UNESCO on Saturday, which described the commission as an independent advisory body and forum for reflection on major ethical challenges arising from advances in science and technology.

The letter stated, “Recognising your significant contributions to the ethics of science and technology and related disciplines, it is my honour to invite you to become a member of UNESCO’s World Commission on the Ethics of Scientific Knowledge and Technology for a period of four years, from 2026 to 2029.”

Established in 1998, the commission brings together experts from different regions and disciplines to examine ethical issues associated with scientific and technological developments, climate change and the environment.

UNESCO said regional balance was important to the commission’s membership to promote multidisciplinary and transdisciplinary debate on emerging ethical challenges.

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According to the organisation, the commission provides guidance and recommendations through its reports to UNESCO, its member states, the scientific community, policymakers, civil society and other stakeholders.

Its previous work has contributed to global normative instruments, including the Declaration of Ethical Principles in Relation to Climate Change adopted in 2017 and the Recommendation on the Ethics of Artificial Intelligence adopted in 2021.

UNESCO noted that the commission had recently published reports examining the ethics of quantum computing and space exploration and utilisation.

The organisation said the commission would now focus on new areas identified for its future work programme, including emerging ethical challenges arising from scientific and technological developments.

In inviting Oguamanam to join the commission, UNESCO expressed confidence in his expertise and active contribution to the development of its forthcoming reports.

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The organisation also said it expected members to contribute to “horizon scanning” of emerging ethical challenges and help identify issues that should be addressed in the commission’s next cycle.

Oguamanam’s appointment adds to Nigeria’s representation in international discussions on the ethical implications of science, technology and innovation.

He is expected to serve on the commission alongside experts from different regions and academic disciplines during the 2026–2029 term.

 

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