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

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.
General News
Jumia Targets Break-even in 2026 After Strong Q4 Surge

Pan-African e-commerce giant Jumia says it has moved decisively beyond survival mode after posting robust fourth-quarter 2025 earnings, with CEO Francis Dufay declaring the company is now entering a phase of high growth after years of restructuring.

The firm, founded in Lagos, Nigeria, in 2012, reported a sharp acceleration in core marketplace activity, reinforcing what management describes as a successful turnaround built on tighter execution, cost discipline and smarter geographic focus.
Gross Merchandise Value (GMV) jumped 36% year-on-year to $279.5 million in Q4, while adjusted EBITDA losses nearly halved to $7.3 million. Revenue rose 34% to $61.4 million, and cash burn narrowed significantly, a signal that Jumia’s operating engine is strengthening.
“The growth rate of the company has been accelerating. We are really scaling. Demand has always been there in our markets. What’s changing is our execution,” Dufay said.
Nigeria led the charge with 50% GMV growth, while Ghana recorded triple-digit expansion in physical goods. Egypt stabilised after currency and corporate sales headwinds, reinforcing what Dufay called a “confirmation” of recovery.
Often dubbed the “Amazon of Africa,” Jumia operates a marketplace platform, a logistics network, and a digital payments arm across key African economies. After years of heavy losses, the company streamlined operations, exiting South Africa, Tunisia and now Algeria, while cutting non-core services, reducing headcount and deploying AI tools to improve efficiency.
Competition from Chinese fast-commerce players Temu and Shein has further intensified pricing pressure. Yet, Dufay argues that the Africa-focused e-commerce retailer’s logistics footprint, payment-on-delivery model and expanded sourcing operations in China have helped level the playing field.
“People thought they would eat our lunch. But we can fight against those platforms in our markets,” he said.
The Jumia CEO stressed that operational upgrades, including rural pickup networks and Buy Now, Pay Later partnerships, are driving customer retention and higher order volumes. First-party international partnerships have also boosted the revenue mix.
Looking ahead, Jumia expects GMV growth of up to 32% in 2026 and targets adjusted EBITDA breakeven by the fourth quarter.
“This business has changed. It’s clear in the numbers that profitability is within reach, and now the focus is scaling what works,” stated Dufay.
He believes Jumia’s pivot is a sign of a maturing African e-commerce sector where disciplined growth, localisation and logistics excellence may define the next competitive frontier.
General News
Nigeria’s Banks Race to Meet CBN Recapitalisation Deadline Amid Verification Push

Nigeria’s banking sector is in the final stretch of its recapitalisation drive, with lenders intensifying capital actions ahead of the Central Bank of Nigeria’s (CBN) March 31 deadline.

Proshare analysts reported subdued industry activity in the week ended February 12, as focus shifted from fundraising announcements to regulatory validation and capital confirmation.
FCMB Group Nears International Licence Confirmation
FCMB Group is undergoing CBN verification to confirm compliance with the N500 billion minimum capital threshold for international banks, Proshare said.
The group secured a national banking licence in 2024 via an oversubscribed public offer and raised another ₦160 billion last year to retain its international status.
Analysts view the ongoing process as the final regulatory checkpoint, with success likely triggering a formal announcement of continued international operations amid tighter capital standards.
Other Major Banks Advance Plans
Sterling Bank is yet to unveil its recapitalisation strategy but faces a gap between its current ₦167 billion capital and the N200 billion requirement, with a rights issue or private placement expected.
GTCO Plc recently completed a ₦10 billion private placement, issuing 125 million shares at ₦80 apiece to a single investor. Proshare described it as a proactive buffer boost for growth, reflecting investor confidence.
First HoldCo Plc’s unaudited 2025 results revealed a heavy impairment charge that eroded earnings, underscoring asset-quality risks and the need for early planning and governance amid rising regulations.
Consolidation Speculation Grows
Market talk highlighted potential tier-1 mergers and bank investments in refineries and energy infrastructure, though unconfirmed.
Mid-tier lenders eye foreign capital and deals:
Union Bank attracts UAE interest pending a legal dispute resolution.
Keystone Bank draws local and foreign bids for joint acquisition.
Polaris Bank may pursue investor recap or tier-2 merger.
Proshare’s Economic and Market Intelligence Unit noted CBN openness to M&As for resilient banks, with foreign partnerships vital for unencumbered capital despite domestic interest in distressed assets.
Fintech Race Adds Urgency
The CBN’s latest fintech report spotlights digital finance growth, urging banks to partner with fintechs for efficiency while managing competition.
Most tier-1 and tier-2 banks have met buffers, but tier-3 lenders scramble for funds or mergers. Eyes remain on confirmations like FCMB’s as the sector braces for a major reset.
General News
Cybersecurity Firm Warns Against Gift Card Scams @ Saint Valentine’s Day

Looking for a gift for your soulmate on February 14th and think that a gift card would be a nice option? Just remember that when digital trends rapidly rise in popularity with customers, they are also gaining traction with scammers looking to use them as bait.

With Saint Valentine’s Day approaching, Kaspersky has identified several phishing and malicious campaigns targeting gift card owners and those who’re looking for a digital present for their loved ones. To help stay safe, the security experts at Kaspersky have also shared practical advice on how not to be tricked.
A “check‑your‑balance” that drains your gift card
Kaspersky’s latest global survey* shows that 80% of respondents consider giving digital presents such as subscriptions, gaming credits or gift cards. Scammers are actively exploiting this trend capitalising on well-known brands, creating fake online stores and even crafting fake verification portals designed specifically to steal gift card value.
Kaspersky’s phishing detection identified deceptive platforms offering victims a “secure” system to check their gift cards validity, status or balance. Targeting those who recently received a gift card, phishers steal the card’s identification data and get an opportunity to activate the certificate before the user themselves.
To stay protected from such scams, Kaspersky recommends double‑checking that a website is real. Look carefully at the web address, any links you’re asked to click, and spot any odd pictures or designs that might hint the site is fake.
The safest way to confirm a gift card’s balance is to go straight to the brand’s official website – don’t follow any other links. To prevent clicking on a malicious link, use a security solution such as Kaspersky Premium with a strong AI-powered anti-phishing component.
Is it a gift card for you or for cybercriminals?
As gift shoppers flood online marketplaces with flash sales and limited-time deals, cybercriminals are watching closely, ready to strike when users are most vulnerable.
Kaspersky experts detected a fake website that mimics Amazon, one of the most famous marketplaces, offering $200 gift card. With this tempting offer, scammers encourage customers to press a “Get your Amazon gift card” button. However, when the user clicks it, they get an MSI installer with a backdoor that cybercriminals use to remotely control the victim’s device.
This fraudulent scheme highlights the importance of complex cybersecurity protection, showing that clicking on a wrong link may result in not only money and data loss, but also device infection or loss of control over it. When a fake site copies the original store’s look exactly, it’s hard to tell which one is real and which is a scam.
Kaspersky Premium protects users from fraudulent online stores through advanced detection technology that analyses website characteristics and URLs to identify suspicious patterns.
For its excellent performance in AV-Comparatives Fake Shops Detection certification in 2025 Kaspersky Premium was awarded an “Approved” certificate, making it the right choice for confident online shopping.
“As Valentine’s Day approaches, cybercriminals may increase their efforts to exploit the emotional vulnerability and romantic spirit that define this holiday. They’re creating fake gift card websites, spoofing popular retailers, and launching phishing campaigns that prey on your desire to make your loved ones happy.
The best defence is to stick to well-known retailers, check URLs carefully, apply a security solution with advanced phishing detection and remember that if a deal seems too good to be true, it probably is,” comments Anton Yatsenko, Lead Web Content Analyst at Kaspersky.
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