The number of downloads of Nigerian applications has increased by 320 percent and is anticipated to continue to increase throughout the year.
This was disclosed by Olumide Balogun, the Director of Google West Africa, who suggested that marketers in Nigeria are unable to disregard the N1 billion projected in app usage and expenditures across the continent for 2025.
Balogun disclosed yesterday that the central role of mobile apps in contemporary marketing strategies was the subject of discussion at the recent “Appcelerate” summit hosted by Google, which was attended by prominent industry figures.

According to him, Nigerians devote hours to their mobile devices each day, with eighty percent of that time spent on applications.
He stated that applications have transitioned from being optional indulgences to becoming the foundation of business efficiency, innovation, and consumer engagement. Nigerian Airways merchandise
According to the Google Director, the number of individuals in Africa who possess smartphones is anticipated to increase to 880 million by 2030, and the amount of mobile data consumed on a monthly basis is anticipated to triple.

Nigeria is at the forefront of this digital revolution, having experienced a 320 percent increase in app downloads over the past two years, resulting in a sixth-place global ranking.
He stated that this growth indicates a market with deeper engagement, higher loyalty, and richer opportunities for businesses that plug into the app-driven economy, in addition to user numbers.
Balogun asserted that applications are currently a significant growth catalyst for business proprietors and marketers.
He stated that the future is straightforward; one must comprehend the mechanisms that enable applications to function and how to optimize their effectiveness.

He enumerated seven methods by which Nigerian marketers can capitalize on this app-driven transformation. These measure the customer journey holistically across web and app, focus on profitable app engagement, use apps as a resource for First-Party Data, and consider the customer journey as unified. Nigerian Airways merchandise
Others are utilizing Google Ads and app campaigns to drive growth, converting web campaigns into app conversions, and utilizing YouTube as a discovery engine.

Balogun observed that YouTube is the most effective platform for discovering new apps and products, with nearly two billion logged-in users each month.
He also stated that YouTube reaches audiences at scale, and individuals spend over a billion hours viewing video on the platform each day.
The Google Director, who prioritizes the customer, advised marketers to abandon the separation of their audience into “web customers” and “app customers.”

He stated that Nigerian consumers frequently transition seamlessly from browser to app and back again during a single purchase journey.
“For instance, an individual may encounter your advertisement after discovering your brand through Google Search, perusing your website, and then becoming distracted.” If they possess your application, a single click can return them to their cart within the application, where they are prepared to make a purchase.

He stated that your marketing strategy must reflect this reality by ensuring that the brand experience is seamlessly integrated across all digital contact points, thereby simplifying the conversion process for potential consumers, regardless of their starting or ending point.