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
NDIC Reinforces Full Oversight Compliance to Safeguard Depositors

Mr. Thompson Sunday, the Managing Director/Chief Executive of the Nigeria Deposit Insurance Corporation (NDIC), has reaffirmed the Corporation’s strict compliance with fiscal and financial regulations, including the provisions of the Fiscal Responsibility Act (FRA) 2007, noting that the NDIC has consistently remitted the required percentage of its earnings to the Federal Government.

Mr. Sunday made this known during a courtesy visit to the Managing Director/Chief Executive of the Ministry of Finance Incorporated (MOFI), Dr. Armstrong Takang, as part of NDIC’s ongoing engagement with key stakeholders following his formal assumption of office in July 2025.
According to him, NDIC takes financial accountability and transparency seriously, stressing that the Corporation complies fully with statutory remittance obligations, including the payment of 20 per cent of gross earnings or 80 per cent of net surplus to the Federal Government, as applicable. He added that NDIC also submits its financial statements ahead of statutory deadlines.
The NDIC MD/CE explained that this culture of compliance aligns with the Corporation’s role as a key institution within Nigeria’s financial safety-net, charged with protecting depositors and promoting confidence in the banking system. He emphasized that adherence to fiscal discipline remains central to NDIC’s credibility and effectiveness.
Mr. Sunday further disclosed that NDIC also complies with the Federal Government’s 50 per cent cost-to-income ratio policy, although he noted that the policy poses operational constraints. He explained that the deductions affect NDIC’s ability to build a strong Deposit Insurance Fund, which is needed to respond effectively to bank failures.
He stressed that international best practices under the Core Principles for Effective Deposit Insurance issued by the International Association of Deposit Insurers (IADI) require deposit insurers to maintain adequate funds to reimburse depositors when banks fail without recourse to government, adding that the NDIC is seeking an exemption to strengthen its capacity in this regard.
Mr. Sunday described MOFI as a critical stakeholder, noting that the Federal Government, through MOFI, holds a 40 per cent equity stake in NDIC. He said sustained collaboration with MOFI is essential to ensuring that NDIC continues to meet its obligations to government while effectively safeguarding depositors’ funds.
In his remarks, Dr. Takang commended the NDIC for its exemplary collaborative spirit and acknowledged the Corporation’s compliance with fiscal regulations. He assured that MOFI would continue to engage the Federal Ministry of Finance on NDIC’s behalf, noting that a strong NDIC is vital to sustaining confidence in Nigeria’s financial system.
Both institutions reaffirmed their commitment to continued cooperation, transparency and accountability, with Mr. Sunday reiterating that NDIC remains focused on balancing regulatory compliance with its overriding mandate of depositor protection and financial system stability.
General News
T2 Backs Youth Excellence as NCBC Wins Bosun Tijani Foundation Basketball Tournament

T2 has reaffirmed its commitment to youth development and excellence through sport as the NCBC basketball team, adopted by the brand, emerged champions of the Bosun Tijani Foundation Youth Basketball Tournament held at the Alake Sports Complex, Ijeja, Abeokuta.

The tournament, organised by the Bosun Tijani Foundation in collaboration with the Ogun State Government and supported by several partners including T2, brought together 12 competitive teams from across Nigeria, positioning basketball as a powerful platform for youth engagement, discipline, and opportunity.
NCBC’s championship run reflected the values T2 seeks to champion, work ethic, intelligence, teamwork, and resilience. The team recorded commanding victories over Team Vision, Warlords, and Elevate before defeating the Ilupjeu Raiders 66–52 in a gripping final.
Commenting on the adoption of the team, Seni Ogunkola, Vice President, Brands and Communication, T2 stated “NCBC embodies the qualities we believe in, exceptional work rate, intelligence on the ball, discipline, and a hunger to excel. By supporting them, T2 is investing in potential, purpose, and the next generation of leaders on and off the court.”
The climax of the event saw His Royal Highness, Oba Adedotun Gbadebo, the Alake of Egbaland, alongside Nigeria’s Minister of Communications and Digital Economy, Bosun Tijani, present the trophy to the victorious team, drawing rapturous applause from spectators. The event was also attended by the Chief of Staff to Ogun State Governor Dapo Abiodun, Mr. Lere Olayinka, and the Ogun State Commissioner for Sports, Honourable Wasiu Isiaka, underscoring strong institutional support for youth-focused initiatives.
Through its participation in the tournament, T2 continues to position itself as a brand that goes beyond sponsorship, championing platforms that unlock talent, inspire ambition, and create lasting social impact for Nigerian youth.
General News
Ecobank Guarantees Seamless Digital Banking Services Throughout the Christmas and Year-End Period

Ecobank Nigeria, a member of Africa’s leading pan-African banking group, has assured customers of uninterrupted access to banking services throughout the year-end holiday period via its secure and robust digital platforms. The Bank also urged customers to remain vigilant against fraud and scams during the festive season.

Ecobank Bank
Speaking on the development, Victor Yalokwu, Head, Products & Analytics, Consumer & Commercial Banking, Ecobank Nigeria, said the Bank’s digital channels – including the Ecobank Mobile App, Ecobank Business App, USSD *326#, Ecobank Online, OmniPlus, Omnilite, EcobankPay, RapidTransfer, Ecobank Cards, ATMs, PoS terminals, and over 35,000 Ecobank Xpress Point (Agent Banking) locations nationwide – will remain fully available to support customers throughout the yuletide and year-end holiday period.
He noted that customers will continue to enjoy a wide range of services during the period, including local and international funds transfers, bill payments and airtime top-ups, merchant payments, balance inquiries and account statements, as well as cardless cash withdrawals via ATMs.
According to Yalokwu, “Ecobank encourages customers to leverage these digital solutions for safe, fast, and efficient banking, especially during the festive season when convenience and reliability are essential.
“While physical branch operations may be subject to adjusted working hours in line with public holidays, customers can be assured that Ecobank’s digital platforms are designed to deliver uninterrupted service and enhanced security at all times.
“Ecobank remains committed to providing innovative financial solutions and exceptional customer service, and we wish all our customers a joyful festive season and a prosperous New Year.”
Yalokwu also cautioned customers to remain vigilant against fraudsters and scammers during the period. “Before you wrap up the year, tighten your security. December brings online sales, travel, and year-end distractions—this is exactly when scammers are most active. From fake festive deals to cloned merchant sites and suspicious messages, staying vigilant helps keep your money safe.”
He advised customers to shop only on trusted websites, never share their PINs, passwords, or one-time passwords (OTPs), avoid banking on public Wi-Fi networks, be cautious of urgent or emotionally charged messages, and regularly review their account activity.
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