ReportAppsFlyer
The African Mobile Apps Landscape (2021)
1 Jan 202115 pages~13 min full read
Between Q1 2020 and Q1 2021, mobile app installs across Nigeria, South Africa, and Kenya grew by 41%, with Nigeria leading the growth at 43%.
See it on page 5The gaming sector saw a 50% jump in installs during Q2 2020, while in-app advertising revenue for gaming surged by 167% between Q2 2020 and Q1 2021.
See it on page 8In-app purchasing revenue for gaming peaked in Q3 2020, contributing one-third of the total annual revenue.
See it on page 8Android remains the dominant platform with a 54% increase in non-organic installs, while iOS growth persists despite a 21% rise in cost-per-install.
See it on page 6Market growth is driven by fintech apps serving unbanked populations and the adoption of super apps designed to mitigate device storage limitations.
See it on page 13Mobile internet adoption in Sub-Saharan Africa remains a significant barrier at 26%, which is well below the global average.
See it on page 13The African mobile app market experienced a period of rapid acceleration between Q1 2020 and Q1 2021, driven by a young, mobile-first population and the unique conditions of the COVID-19 pandemic. Analysis of 6,000 apps and 2 billion installs across South Africa, Nigeria, and Kenya reveals that overall app installs grew by 41% during this period. Nigeria led this growth with a 43% increase, while South Africa saw the most immediate surge in downloads following strict lockdown measures.
The gaming sector proved particularly resilient, with installs jumping 50% in Q2 2020 as consumers sought home entertainment. This trend extended to monetization, as in-app advertising revenue surged by 167% between Q2 2020 and Q1 2021. Furthermore, in-app purchasing revenue peaked in Q3 2020, accounting for one-third of the year's total revenue. While Android remains the dominant platform with a 54% increase in non-organic installs, iOS also showed growth despite a 21% rise in cost-per-install.
Several structural trends define the current landscape, including the rise of fintech apps addressing the needs of unbanked populations and the emergence of super apps that consolidate multiple services to overcome device storage limitations. Despite this progress, challenges remain regarding connectivity, as mobile internet adoption in Sub-Saharan Africa stands at 26%, well below the global average. To succeed, marketers are encouraged to move toward a multi-moment maturity model by integrating durable measurement foundations, focusing on high-value user acquisition, and utilizing remarketing strategies to drive long-term engagement.
