Telecom
Most Smartphone Users Spend Nothing on App – Gartner
Over half of smartphone users spend no money on smartphone apps (paid-for downloads and in-app transactions) *, according to a new survey by Gartner, Inc. However, end-user spending on in-app transactions continues to rise.
“Where users are prepared to pay for apps, spending on in-app transactions is on the rise — up 26 percent from 2015 — while spending on paid-for downloads only increased 4 percent in 2016,” said Stéphanie Baghdassarian, research director at Gartner.
In this year’s survey, mean spending on in-app transactions was $11.59, while mean spending on paid-for downloads reached $7.67.
Paid-for downloads are more likely to be associated with smaller amounts of spending. Respondents who spent $15 or more over a three-month period were more likely to have done so through in-app transactions.
“This is largely because the vast majority of paid-for mobile apps have a price tag of $1.99 or less, while the activation of in-app transactions usually means that the user has found value in an app and will be happy to spend more on it,” Ms, Baghdassarian added.
Age and gender also influence spending levels. Older millennials (people aged 25 to 34 years) are the biggest spenders on both paid-for downloads and in-app transactions, with their in-app transactions generating an average of $19 per quarter and their paid-for downloads an average of $13.40. The second-biggest spenders are the younger Generation X (people aged 35 to 44), who spend more on in-app transactions than paid-for downloads.
“As respondents grow older, they seem to be less keen to spend money within an app, and would rather pay for an app upfront,” said Ms, Baghdassarian.
“The 18-to-24 age segment shows low average spending on paid-for downloads and high average spending on in-app transactions, at $3.80 against $12.10. This trend is likely to continue as these young millennials grow older.”
The survey also revealed noticeable differences in spending levels and usage between men and women for both paid-for downloads and in-app transactions. Women not only spend less money overall on mobile apps, but also use them less. They are, however, more likely to try a “freemium” approach (the other name for the in-app transaction business model) that lets them try an app before deciding whether to spend money on it.
“Consumers’ increased preference for in-app transactions is a clear sign that technology product marketing leaders working for app providers should invest in this model to provide flexibility in how they engage with app users,” said Ms, Baghdassarian.
Flexibility of business model is not the only requirement for a strong user experience, however. Brands should also investigate new ways of delivering content to users, as mobile apps may not always represent the best user interface.
“Bots and virtual assistants could prove better, depending on the user, the context and other requirements,” said Ms, Baghdassarian. “At any rate, new and improved touchpoints are crucial for the success of any brand.”
With the introduction of Travel Saga, a premium, fast-paced gaming experience that is currently live and accessible to customers on its network, Globacom has lifted the bar for mobile entertainment in the country.
Travel Saga is a story-driven, intricately connected role-playing game designed to provide the thrill, complexity, and competitive intensity of some of the most well-known action games in the world.
The game, which has been painstakingly optimized for mobile devices, redefines mobile gaming as a full-fledged digital battlefield by translating a console-grade experience onto data-enabled handsets.
Fundamentally, Travel Saga takes users on quick virtual journeys against recognizable international landscapes. In a dynamic, ever-evolving gaming environment, players are thrown into furious missions, fierce fights, and ever-expanding tales where talent, strategy, and endurance determine who rises through the ranks to become a true war hero.
In addition to the excitement of fighting, users are encouraged to go to various locations, take part in thrilling challenges, and participate in intense competition for in-app rewards like points and victory badges. With each encounter and accomplishment, the immersion increases with each level, maintaining momentum and excitement.
Flexible subscription plans with one-time or auto-renewal choices are available to subscribers for the service, which costs ₦100 per day and ₦250 per week. By dialing *70021#, customers can quickly subscribe and gain instant access to the action.
With Travel Saga, Glo reaffirms its dedication to innovation and high-end digital experiences, making top-notch gaming easily accessible to its customers. The game offers uninterrupted action, adventure, and competition, all smoothly supported by the Glo network.
SHELT, a leading cybersecurity-as-a-service provider, has earned inclusion in the 2025 MSSP 250, the annual ranking of the world’s top 250 Managed Security Service Providers (MSSPs) by MSSP Alert, a CyberRisk Alliance publication.
SHELT
The list evaluates firms on business performance, service breadth, and industry impact, spotlighting those excelling in growth, operational excellence, and advanced managed security amid rising cyber threats. Selection criteria include annual recurring revenue, profitability, workforce expansion, business growth, and the depth of managed security offerings.
SHELT’s recognition underscores its investments in scalable security operations, threat intelligence, and tailored managed services across multiple regions, enabling clients to navigate complex risk landscapes effectively.
“Being recognised in the MSSP 250 is a meaningful milestone for our team,” stated Youssef Abillama, CEO of SHELT. “It validates our focus on building practical, resilient security services that help organisations manage risk and respond effectively to today’s evolving cyber threats.”
The company hailed the honour as testament to its teams’ dedication and expertise worldwide, reaffirming commitment to enhancing capabilities and delivering trusted cybersecurity solutions.
Meta Platforms, owner of Facebook, has appointed Dina Powell McCormick, a former adviser to President Donald Trump, as its new president and vice chairman, bolstering its leadership amid aggressive AI and infrastructure expansion.
Dina Powell McCormick
The announcement, made on Monday, positions Powell McCormick – who recently stepped down from Meta’s board after eight months – to guide overall strategy, including multi-billion-dollar investments in data centres and global partnerships.
A Goldman Sachs veteran with 16 years in senior roles and prior stints as deputy national security adviser under Trump and in the Bush administration, she brings deep finance and international ties to the role.
Meta CEO Mark Zuckerberg hailed her as “uniquely qualified” for the company’s next growth phase, while President Trump praised the move on Truth Social as a “fantastic choice”.
The hire signals Meta’s efforts to strengthen White House relations, following recent dinners with Trump and U.S. investment pledges worth hundreds of billions
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