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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.”

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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CBN Projects Petrol to Hover around N905/Litre this Year

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Central Bank of Nigeria (CBN) has projected that the pump price of petrol would hover around N950 per litre in the year 2026.

CBN Projects Petrol to Hover around N905/Litre this Year

The CBN stated this in its 2026 Macroeconomic Outlook for Nigeria.

In its outlook for the domestic economy, the bank made what it called baseline projections predicated on assumptions like crude oil price at an average of $60 per barrel in the fourth quarter of 2025 and $55 per barrel in 2026 and the Nigerian Foreign Exchange Market exchange rate at an average of N1,451.63/$ in Q4 2025 and N1,400/$ in 2026 (supported by a more efficient foreign exchange market, higher capital inflows, a current account surplus, and a broad-based improvement in economic activity).

The CBN stated that domestic crude oil production is assumed to be at about 1.5 million barrels per day throughout the forecast period, as premium motor spirit is expected to sell around N950, an amount higher than the current pump prices.

“The baseline projections are predicated on the following assumptions: crude oil price at an average of $60/barrel in Q4 2025 and $55/barrel in 2026 (consistent with the US EIA’s outlook that rising global crude oil inventories and supply glut would moderate prices); NFEM exchange rate at an average of N1,451.63/$ in Q4 2025 and N1,400/$ in 2026 (supported by a more efficient FX market, higher capital inflows, a current account surplus, and a broad-based improvement in economic activity).

“Furthermore, domestic crude oil production is assumed at about 1.5 mbpd (excluding condensates) throughout the forecast period. PMS price is expected to hover around N950 per litre in 2026. Government expenditure is projected to follow the 2025-2027 MTEF/FSP path, reflecting an expansionary fiscal stance aimed at supporting the $1tn economy initiative. MPR and CRR are assumed at 27.00 and 45.00 per cent, respectively. The baseline projections were generally supported by the assumption of continued improvement in business optimism and stronger investor sentiment,” the CBN said.

 


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FG to Empower Artisans for Global Value

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The Federal Government has reaffirmed its commitment to grassroots artisans to upgrade local skills to meet both national and international benchmarks and compete in the global markets.

Speaking recently during the Skill-Up Artisans (SUPA) zonal rally, Dr Afiz Ogun, director-general of the Industrial Training Fund (ITF), stated that the initiative is designed to professionalise the sector.

The rally was designed to raise awareness of the programme throughout the North-West region.

The rally saw a diverse turnout of professionals, including those in construction and engineering such as welders, fabricators, plumbers, and carpenters.

Those in the technical service comprised of electrical installers and automobile mechanics, while those in the creative and digital space were fashion designers and ICT technicians.

Represented by Muhammad Aminu, the former zonal director of the ITF, Ogun explained that the SUPA scheme seeks to convert traditional craftsmanship into sustainable livelihoods.

He emphasised that the goal is to transform artisans from job seekers into employers of labour.

“We are calling on artisans across the North-West to embrace the SUPA programme,” Ogun remarked. “This is an opportunity to enhance productivity, increase earnings, and ensure our workforce can compete on a global stage”.

According to the DG, the initiative aligns with President Bola Tinubu’s Renewed Hope Agenda, focusing on restoring dignity to manual and technical work.

He noted that a competent artisan class forms the essential foundation of a productive economy.

He further called upon traditional rulers, community leaders, and trade associations to assist the ITF in disseminating information about the programme to ensure high participation rates.

“We are here to engage the technicians, the tradespeople, and the young talents who serve as the backbone of our economy,” he added.

Nancy Ekong, director of the Technical Vocational Skills Training Department, highlighted the programme’s recent successes. She revealed that over 30,000 artisans were trained and upgraded during the initial SUPA cycle in 2025.

The ITF remains optimistic that the continued expansion of SUPA will bridge the existing skills gap in Nigeria’s industrial sector.

 


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Bill Gates Pays Ex-Wife $8Bn Charity Payout in Divorce Settlement

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American billionaire businessman Bill Gates, has paid $8 billion to his ex-wife, Melinda French Gates’ charity, five years after their split over his affairs with other women.

Bill Gates Pays Ex-Wife $8bn Charity Payout in Divorce Settlement

Bill Gates and Melinda French Gates

Gates made the $7.88 billion donation to Melinda French Gates’ Pivotal Philanthropies Foundation in 2024, The New York Times revealed.

The sum, one of the largest public donations ever recorded, was revealed in a new tax filing, which shows the first specific financial terms of the couple’s high-profile split in 2021.

Melinda resigned from The Bill and Melinda Gates Foundation in May 2024. Despite leaving the charity, she suggested her ex donate $12.5 billion to a new charitable foundation she intended to create.

A representative for Pivotal told the Times the $12.5 billion agreement has been fulfilled, and the nearly $8 billion donation was part of that agreement.

Melinda set up her Pivotal Philanthropies Foundation in 2022, the year after the divorce. At the end of 2023, it had $604 million on hand.

The billionaire pair split after 27 years together in 2021, embarking on what is considered the most expensive divorce settlement in the world. Melinda later received approximately $76 billion in assets.

Months later, details of Gates’ affair with a Microsoft employee were exposed.

The woman penned a letter to the company’s board in 2019, divulging details about the fling which began in 2000 and demanded that his wife, Melinda “read it”.

Microsoft’s board investigated the women’s claims and deemed the relationship “inappropriate”, the Wall Street Journal reported at the time.

Gates suddenly quit the board in March 2020 while the investigation was still in progress – and before the board could make a formal decision on the matter.

Two further bombshell reports were then revealed, alleging Gates had routinely hit on staffers at Microsoft and at the philanthropic foundation he founded alongside his wife.

A separate shocking report claimed that Gates had sought marriage advice from Jeffrey Epstein, with whom he reportedly shared a “close” relationship, having first met the convicted sex offender in 2011.

Gates’ and Epstein’s friendship first came to light in 2019, months after Epstein killed himself in his Manhattan jail cell while awaiting trial on charges of child sex trafficking.

The two men reportedly spent time together on multiple occasions, flying on Epstein’s private jet – dubbed the “Lolita Express” – and attending late-night gatherings at his Manhattan home.


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