E-Business
New AppsFlyer Report Reveals Nigeria Recorded a 22.3% Rise in Total eCommerce App
AppsFlyer has released the 2023 edition of its State of eCommerce App Marketing report, an in-depth look at key global industry trends to guide retail marketers in building a mobile-first experience that drives engagement and sales for the second half of 2023, especially during the peak holiday season.
While retail marketers continue operating in an uncertain economic landscape, last year’s Q4 holiday shopping season, which saw more in-app purchases by consumers compared to Q4 in 2021, should provide a glimmer of hope.
Consumer spending on shopping apps climbed 37% in Q4 2022 compared to Q3 2022, 30% higher than the rise in 2021 over the same period. On average, retail apps generated 10% more revenue in the peak shopping month of November 2022 compared to November 2021.
Additionally, In-app purchases (IAP) remained high throughout the entire holiday season, suggesting that retailers focused on attracting customers with early discounts and continuous holiday season incentives, leading to shoppers making return visits to their favorite shopping apps and also making repeated purchases, which drove shopping’s economic engine.
“Black Friday in South Africa last year once again showed its prowess in terms of app installs, with iOS installs rising by more than 30%, and Android installs increasing by more than 15% on this day, compared to the daily average in the month of November, showcasing the importance of this period in particular for eCommerce apps,” said Netta Lev Sadeh, Managing Director EMEA SANI, AppsFlyer.
“It is critical for app marketers to start their planning now leading up to this year’s Black Friday if they want to maximize this vibrant shopping period. Disruptive user acquisition campaigns could be paramount in the months leading up to Black Friday, and if executed successfully, could be the defining point in the increase or decrease in app installs.”
Key Africa insights from the 2023 State of eCommerce:
- Nigeria recorded a 22.3% rise in total eCommerce app installs from Q1 2022 to Q1 2023 on iOS.
- In South Africa, eCommerce app installs on iOS devices surged significantly by 81.5% from Q1 2022 to Q1 2023, dwarfing the 15% rise seen on Android devices within the same period of time.
- Surprisingly, in Algeria, there was huge growth in total eCommerce app installs from Q1 2022 to Q1 2023 on Android devices, recording a whopping 54% increase.
- In South Africa, non-organic installs rose by more than 60% during the summer of 2022.
- South Africa’s remarketing share peaked at 76% in April 2022, but by February 2023, had dropped down to 65%.
- South Africa’s share of paying users peaked in November 2022, a testament to the month of Black Friday. November truly carries more gold in its pocket than any other month for eCommerce apps. The period from the 25th to the 27th of November emerges as the prime time for app installs in the region, driven by the frenzy of Black Friday. This period registers a marked increase across all platforms, with iOS numbers outpacing Android. On November 25th alone, Android installs rose by 30 % over any other day in the month in South Africa, while iOS saw a steeper climb of 78%.
Key Global Insights from the 2023 State of eCommerce:
- In-app consumer spend increased 81% on Black Friday 2022 compared to the daily average in the month of November, with Android averaging 61% higher
- eCommerce marketers spent $4.9 Billion on attracting app users worldwide in 2022, with the economic downturn leading to a 25% drop in spend in H2 2022.
- Apple iOS apps had an 85% higher share of paying users compared to Android, and November conversion rates were 15% higher compared to the monthly average on both iOS and Android platforms.
- Cost of Media in the eCommerce vertical has significantly dropped 30% YoY when comparing Q1 of 2023 to Q1 of 2022.
- Marketers’ customer acquisition costs, measured in Cost Per app Installs (CPIs), peaked in November 2022 and dropped 30% when comparing Q1 of 2023 to Q1 2022 – more specifically, decreasing 33% on iOS and 11% on Android.
- Marketing-driven non-organic installs (NOIs) rose 19% on iOS thanks to a drop in CPIs and increased confidence in measurement in the post-iOS 14.5 app environment.
- Marketers are focusing on remarketing as it remains a vital and cost-effective component of the global marketing landscape, consistently boasting a share of over 40% monthly.
“The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instill greater confidence in marketers as they plan for the upcoming holiday season,” said Shani Rosenfelder, Director of Content Strategy & Market Insights, AppsFlyer. “Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level.”
Methodology
AppsFlyer’s State of eCommerce App Marketing, 2023 Edition is an anonymous aggregate of proprietary global data from 3.7 billion app installs from 8,500 eCommerce apps and 22 billion remarketing conversions.
As students across Nigeria head back to school, new data from Google Search trends reveals a significant shift in study habits, with a massive turn towards Artificial Intelligence (AI) for academic support. Search interest for “AI + studying” surged by over 200% compared to 2024, highlighting how students are increasingly leveraging AI tools as a primary resource for learning.
This trend is part of a broader surge in AI curiosity in Nigeria. Search interest in AI reached an all-time high in 2025, growing by 60% over the past 12 months. Nigerians are not just asking what AI is, but how to use it to enhance their daily lives, particularly in education. The data shows a 60% increase in searches for “AI + lessons” over the past year.
AI Integration Across Academic Disciplines
Students are applying AI to a wide range of subjects. Over the last year, searches combining AI with specific school subjects have seen remarkable growth:
AI + Chemistry: increased by 50%
AI + Maths: increased by 30%
AI + Languages: increased by 30%
AI + Grammar: increased by 20%
The nature of these searches indicates that students are seeking practical help. Top searched questions for mathematics include, “what is the best AI in the world for solving mathematical problems” and “how to use AI to solve math problems.” Similarly, top searches for studying in general include queries for “AI tutor for students,” “free AI tools for studying,” and “useful AI prompts for studying,” showing a clear demand for accessible and specialized AI-powered educational tools.
Beyond the Classroom: Understanding AI and Preparing for the Future
The interest in AI extends beyond homework and exam preparation. There is a growing curiosity about the technology itself, with trending questions like “how to use ai” (+80%), “what is the full meaning of AI” (+80%), and “who is the father of ai” (+70%) all rising in the past year.
Significantly, as students use AI for their work, they are also becoming more aware of the ecosystem around it. Searches for “AI detection” have seen a massive 290% increase in the past 12 months, suggesting a growing conversation around academic integrity and the responsible use of AI tools.
Looking towards future careers, “Generative AI” was a breakout search term over the past 12 months, often appearing alongside searches for “professional certification.” This indicates that students and young professionals are not only using AI to succeed in their current studies but are also actively looking to build skills that will prepare them for the future workforce.
Olumide Balogun, West Africa Director at Google, said: “It’s inspiring to see Nigerian students so eagerly embrace AI to support their learning journeys. This back-to-school season, the data shows that students are not just using AI for answers, but as a tool to deepen their understanding of complex subjects, from chemistry to mathematics. This curiosity is key to fostering a new generation of innovators, and we are committed to providing tools that empower them to learn, grow, and succeed.”
TD Africa, Africa’s leading technology distributor, proudly participated in the just-concluded GITEX Nigeria 2025, held for the first time in the country from September 1st to 4th.
TD Africa
The exhibition, hosted at the Eko Hotel Convention Centre, brought together global tech leaders, professionals, and exhibitors showcasing innovations in AI, IoT, cybersecurity, fintech, and more.
In collaboration with IBM operated by MIBB, TD Africa demonstrated its commitment to empowering individuals and businesses across Africa through technology and innovation. Their joint presence at the exhibition drew significant attention from industry leaders, policymakers, and innovators alike.
One of the defining moments was the visit of the Governor of Lagos State, His Excellency Babajide Sanwo-Olu, to the TD Africa–IBM booth. Governor Sanwo-Olu was warmly received by Mrs. Chioma Ekeh, CEO of TD Africa, who highlighted the company’s impact and vision.
The Governor applauded TD Africa’s innovation, tenacity, and longevity in Africa’s technology ecosystem.
In her remarks, Mrs. Ekeh expressed gratitude for the Governor’s support and reiterated TD Africa’s unwavering commitment to advancing digital transformation across the continent: “It’s not a coincidence for GITEX to have taken place in Nigeria, as the world is becoming aware that this is where the energy of Africa collides with the ambition of the future.
“As long as TD Africa stands strong behind global brands like IBM and others we represent, we can only go further, stronger, and better.”
Also visiting the booth was the Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, who emphasised the importance of collaboration in shaping Africa’s digital future.
Adding to the momentum, Mr. Vishnu Taimni, General Manager of IBM operated by MIBB, stressed the need for sustained innovation and partnership: “Africa’s digital journey cannot be achieved in isolation.
“Our collaboration with TD Africa at GITEX is proof that when global expertise meets local strength, we unlock the future of technology for businesses, governments, and communities across the continent.”
The booth was further honoured by the presence of Dr. Leo Stan Ekeh, Chairman of Zinox Group, who commended TD Africa and IBM for their steadfastness and consistency in driving growth and innovation in Africa’s technology sector.
The successful participation of TD Africa at GITEX Nigeria 2025, in partnership with IBM, reinforces its position as a pillar of Africa’s digital transformation journey.
By standing strong with global partners and local stakeholders, TD Africa continues to shape the future of technology in Africa, driven by resilience, innovation, and impact.
According to Kaspersky data, there were 29% more attacks on Android smartphone users in the first half of 2025 compared to the first half of 2024, and 48% more compared to the second half of 2024.
In 2025, Kaspersky detected prominent mobile threats such as SparkCat, SparkKitty and Triada, but there were other active threats as well, including apps with adult content that could launch DDoS attacks and a VPN app that intercepted login codes sent through text messages.
In the second quarter of 2025, attackers embedded functionality for dynamically configured DDoS attacks into applications for viewing adult content. This trojan enables sending specific data from the infected device to the attackers at specified time intervals.
Kaspersky also recently detected a fake VPN client that hijacks different user accounts: instead of providing the declared functionality, it intercepts one-time password codes from various messengers and social networks by monitoring notifications and sends them to the attackers via a Telegram bot.
The most popular malicious apps
Malicious apps that mobile users most frequently encountered were Fakemoney scam applications, banking trojans and preinstalled malware.
Fakemoney scam apps on smartphones are fraudulent applications that deceive users into believing they can earn real money or rewards through tasks, games or investments, but then steal personal information, money or deliver no actual payouts.
Pre-installed trojans like Triada and Dwphon were also frequently detected. These are examples of malicious software embedded in the firmware of Android devices during manufacturing, enabling data theft, unauthorised actions and persistence even after factory resets.
Mobile banking trojans
The number of mobile banking trojans detected in the first half of 2025 is almost four times more than in the first half of 2024 and over two times more than in the second half of 2024.
“The first half of 2025 saw a surge in Android malware attacks compared to 2024. There are different attack vectors, and sideloading apps from outside app stores is one of them. Google’s recent initiative to verify developers even for sideloaded apps is an attempt to counter malware spread via APK files outside official app stores.
“However, this step is not a silver bullet. Malware continues to infiltrate even the Google Play Store, where developer verification has long been in effect. Malware infiltrates Apple’s AppStore as well. Attackers will likely find ways to bypass verification, that underscores the need for users to combine robust security solutions, cautious app sourcing and regular OS updates to stay ahead of evolving threats,” comments Anton Kivva, Malware Analyst Team Lead at Kaspersky.
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