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Nigeria’s App Downloads Grew 320%. Here Are 7 Ways Marketers Can Capitalize

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Olumide Balogun
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By Olumide BalogunThe digital pulse of Nigeria beats fastest on mobile. With $1 billion projected in app usage and purchases for 2025 across the continent, marketers in Nigeria cannot afford to ignore this wave. At Google’s recent “Appcelerate” summit, top industry voices explored the central role of mobile apps in today’s marketing strategies.

Olumide Balogun

The takeaway was unmistakable: Nigerians spend over 4 hours daily on mobile, with 80% of that time in apps. Apps have moved from being optional extras to becoming the core of customer engagement, business efficiency, and innovation.

Smartphone access is set to reach 880 million across Africa by 2030. Monthly mobile data use is expected to triple. Nigeria is leading this digital surge, ranking 6th globally for app downloads, with a 320% rise in just two years. This growth signals more than user numbers—it shows a market with deeper engagement, higher loyalty, and richer opportunities for businesses that tap into the app-driven economy.

For marketers and business owners, apps are now a key growth driver. The path forward is clear: understand what makes apps work and how to maximize their impact. Here are seven ways Nigerian marketers can make the most of this app-led shift.

1. Treat the Customer Journey as Unified

Forget dividing your audience into “web customers” and “app customers.” Nigerian consumers move seamlessly from browser to app and back again, often in a single purchase journey. For example, someone might discover your brand via Google Search, browse your site, get distracted, then see your ad again. If they have your app, a click can bring them right back to their cart inside the app, ready to buy. Your marketing needs to reflect this reality, ensuring that the brand experience is integrated across all digital touchpoints, making it easier to convert potential customers wherever they start or finish.

2. Focus on Profitable App Engagement

App users are your most valuable customers. They engage more, show higher loyalty, and tend to spend more than those who stick to your website. The numbers back this up—app purchasers often buy beyond their original intent. By making it a priority to acquire and retain app users, you are building a strong foundation for business growth. Think of a local food delivery app: regular users order more, try out new offers, and use app-exclusive deals, all of which drives up their lifetime value.

3. Use Apps as a Goldmine for First-Party Data

With digital privacy in sharper focus, apps give marketers a chance to collect direct, consented customer data. People are more likely to share information in trusted apps, giving you deeper insight into their habits and preferences. This data is critical for building profiles and running personalized campaigns. For example, a fintech app can track user spending, preferred services, and savings goals, then use these insights to suggest relevant products and build stronger relationships.

4. Measure Holistically Across Web and App

You can’t improve what you don’t measure. Marketers need to see the whole picture—not just fragments—so a cross-platform measurement strategy is a must. Tools like Google Analytics 4 (GA4) let you track engagement and conversions across both web and app, tying user behavior together for a complete view of the journey. For example, a travel company can see when a customer searches for flights on their website and later books a trip through their app. This full-path insight helps marketers optimize spend and improve results.

5. Turn Web Campaigns into App Conversions

When your analytics are set, guide your web users to your app. For those with the app installed, deep links can take them from a web ad right into the app, straight to the content they want. Google’s Web to App Connect in Google Ads makes this easy. If a user searches for “affordable smartphones” and clicks your ad, they can be taken directly to that section in your app, making the buying process smooth and fast. This frictionless experience boosts conversion rates and increases satisfaction.

6. Drive Growth with Google Ads and App Campaigns

Growing your app’s user base takes more than organic buzz. Google Ads offers App Campaigns designed for this moment, reaching billions of users across Google Search, Play, Gmail, YouTube, and more than 2 million sites and apps on the Display Network. App Campaigns use machine learning to find the right people for your app at the right time, helping you not only drive installs but also meaningful engagement. To date, these ads have delivered over 10 billion installs worldwide—proof of their scale and effectiveness. Nigerian developers and marketers can use this approach to efficiently build a high-value audience, whether launching a fintech app or driving engagement for a new delivery service.

7. Make YouTube Your Discovery Engine

When it comes to discovering new apps and products, few platforms rival YouTube. With nearly 2 billion logged-in users every month, YouTube reaches audiences at scale, and it’s where people spend more than a billion hours each day watching video. Importantly, over 70% of YouTube’s watch time is on mobile, which fits perfectly with Nigeria’s mobile-first population. YouTube is a go-to destination for Gen Z—especially gamers and creators—looking to connect with communities and discover new apps. In Nigeria, YouTube watch time grew by 55% in the past year, signaling a prime opportunity for app marketers to reach engaged, mobile-first audiences and boost visibility.

For Nigerian businesses, the path to sustained digital growth and profitability is now closely tied to leveraging platforms like Google Ads and YouTube. By adopting an integrated digital strategy that measures comprehensively with GA4, optimizes with Web to App Connect, and grows through AI-powered App Campaigns and video discovery on YouTube, marketers can unlock new levels of value and engagement. The opportunity is wide open for any brand ready to meet customers where they are—on their phones, in their apps, and in their favorite videos.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Court Freezes MCSN Copyright Levies amid Record Label Legal Battle

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Justice Ambrose Lewis-Allagoa of the Federal High Court, Lagos, has issued an interim Mareva injunction freezing copyright levy funds due to the Musical Copyright Society of Nigeria (MCSN).

Court Freezes MCSN Copyright Levies amid Record Label Legal Battle

The order prevents the Central Bank of Nigeria (CBN) and at least 20 commercial banks from disbursing these funds until further court proceedings.

The injunction stems from Suit No. FHC/L/CS/207/2026, following an ex parte application filed on February 5, 2026, by the Record Label Proprietors’ Initiative on behalf of 11 major record labels and music companies.

Plaintiffs include industry heavyweights such as Mavin Records, Davido Music Worldwide, Chocolate City Music, Universal Music Group, Sony Music Africa, and Warner Music South Africa.

The plaintiffs, through their attorney, sought to restrain the CBN from releasing any copyright levy funds related to sound recordings earmarked for MCSN.

They also asked the court to bar MCSN and its agents from accessing, transferring, or using the funds, whether received directly from the CBN or routed through commercial banks.


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NITDA, HORSA Empower Lawmakers’ Spouses with Digital Skill

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The National Information Technology Development Agency (NITDA), in partnership with the House of Representatives Spouses Association (HORSA), organized a specialized two‑day digital literacy and capacity‑building workshop for the spouses of members of the House of Representatives.

The initiative, themed “Empowering Women for a Digital Future: Leadership, Wellbeing, and Opportunity,” is designed to equip spouses of lawmakers with the tools needed to navigate the modern digital economy and the unique demands of public life.

Moving beyond basic computer literacy, the workshop offers a comprehensive suite of skills, including financial and digital literacy—focused on using digital tools for business growth and personal finance management; cybersecurity and digital wellbeing—promoting online safety, data protection, and mental health resilience; and economic empowerment—unlocking opportunities in remote work, Business Process Outsourcing (BPO), and digital entrepreneurship.

Declaring the workshop open on behalf of the Speaker of the House of Representatives, Rt. Hon. Tajudeen Abbas, PhD, the Deputy Speaker, Rt. Hon. Benjamin Okezie Kalu, said the workshop underscores the crucial role spouses play in supporting public office holders. He described spouses as trusted advisers whose understanding of legislative responsibilities helps lawmakers perform more effectively.

He noted that the demanding nature of legislative work often places strain on family life, adding that empowering spouses with digital and leadership skills would strengthen their capacity to provide informed support and constructive feedback to their partners in public service. He urged participants to take full advantage of the training, stressing that continuous learning is essential in an increasingly digital world.

Kalu further observed that many spouses already lead humanitarian and development initiatives in their communities, and that the skills gained from the programme would enhance communication, strategic planning, and resource mobilisation, thereby deepening their contribution to community development and national growth.

In his welcome address, the NITDA Director‑General, Kashifu Inuwa, said the initiative aligns with the Federal Government’s drive to build a sustainable digital economy by ensuring that no group is excluded from digital opportunities due to skills gaps. He noted that the Renewed Hope Agenda of Bola Ahmed Tinubu places digitalisation and innovation at the heart of economic diversification and inclusive growth.

He added that NITDA is implementing a national digital literacy framework aimed at achieving 95 per cent digital literacy by 2030, driven through three key focus areas: integrating digital skills into formal education, upskilling public servants, and expanding community‑level digital inclusion.

Inuwa described women as critical drivers of Nigeria’s digital transformation, noting that empowering spouses of lawmakers with digital skills would strengthen leadership at home and positively influence legislative processes at the National Assembly. He explained that NITDA is working with the Ministry of Education and global technology partners to train teachers nationwide, while over 54,000 public servants are currently enrolled in the Agency’s digital literacy programmes.

He also stated that through community champions deployed across the 36 states and the Federal Capital Territory, millions of Nigerians are being reached annually with basic digital skills training, stressing that national leaders must not be left behind in Nigeria’s digital transition. According to him, digitally literate spouses can play a vital role in encouraging technology‑driven governance, including ongoing efforts to digitise legislative processes.

In her goodwill message, the Leader of HORSA and wife of the Speaker, House of Representatives, Hajiya Fatima Tajudeen Abbas, described the workshop as a historic milestone and the first comprehensive capacity‑building programme organised by the 10th Assembly for spouses of lawmakers. She noted that public life in a digital age now extends beyond physical spaces into online platforms, making digital and financial literacy, cyber protection, and digital wellbeing essential skills for spouses of national leaders.

Hajiya Abbas emphasised that the sessions on mental health, emotional resilience, entrepreneurship, and leadership were timely, as spouses of public office holders often shoulder invisible emotional responsibilities. According to her, empowering women economically strengthens families and communities, adding that the knowledge gained from the workshop would not only support lawmakers behind the scenes but also enable women to contribute more meaningfully to national development in the digital economy.

The event also featured goodwill messages and contributions from senior government officials, including the Chief of Staff to the President, Hon. Femi Gbajabiamila; the Honourable Minister of Women Affairs and Social Development, Hon. Imaan Sulaiman Ibrahim; the Chairperson of the Nigeria Governors’ Spouses’ Forum, Prof. (Mrs.) Olufolake Abdulrazaq; the Chairman of the House Committee on ICT, Hon. Stanley Olajide; the Chairperson of the House Committee on Women Affairs and Social Development, Hon. Kafilat Ogbara; and the Managing Director of the South-South Development Commission, Usoro Offiong Akpabio.


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PalmPay Unveils First Batch of Winners in #LoveWithPalmPay Campaign

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PalmPay is thrilled to announce the first set of winners of its highly anticipated Valentine-themed #LoveWithPalmPay campaign, following a week of receiving entries from users across the country, celebrating their real love stories shaped by simple money moments.

The #LoveWithPalmPay, a two-week campaign which started on the 9th of February until the 21st of February, has unveiled the first set of four (4) couples who shared their heartfelt stories of how PalmPay has positively impacted their relationships, from seamless transfers and bill payments to shared savings goals, dates, and everyday financial support.

The first batch of selected winners are:

  1. Abdulsalam Aishat Omowumi ( Facebook)
  2. Symply Omotoshan (Instagram)
  3. Unusual_aaron (Tiktok)
  4. MTN_DATA_VENDOR (X)

Speaking on the campaign, Olorunfemi Hanson, the Head of Marketing of PalmPay, stated, “We are using the campaign to appreciate our over 35 million users and the many ways they use the PalmPay app to make life seamless. The four (4) couples, each rewarded with ₦100,000, were chosen based on how effectively they highlighted PalmPay’s features and demonstrated how the platform helped their everyday payments be reliable and seamless.

PalmPay noted that with the campaign still ongoing, four (4) more couples will be announced in the coming days, encouraging more users to continue sharing their love stories using the hashtag #LoveWithPalmPay on PalmPay’s social media platforms.

The campaign reinforces PalmPay’s commitment to creating financial solutions that not only simplify transactions but also bring people closer through meaningful, everyday money moments.

PalmPay is a leading digital banking platform driving financial inclusion and economic empowerment in underserved emerging markets. Through its secure, user-friendly, and inclusive suite of financial services, PalmPay empowers individuals and businesses with tools to manage and grow their money.

PalmPay offers a comprehensive range of products, including mobile payments, savings, and micro-insurance via its app and mobile money agent network.


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