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E-Business

FinTech Marketers Invested $3B Globally on User Acquisition in 2020 – AppsFlyer

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AppsFlyer, the global marketing measurement leader, yesterday released its 2021 edition of The State of Finance App Marketing report. The COVID-19 pandemic directly impacted how consumers interact with financial institutions and how the institutions themselves operate.

According to the report, Financial Technology (FinTech) apps are in high demand, experiencing a 132% leap globally in downloads in the last two years. Sub-Saharan Africa saw impressive growth, with installs in Nigeria climbing 160%, up 100% in Kenya and rising by 52% in South Africa.

Commenting on the growth of finance apps across Africa, Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer said: “The COVID-19 pandemic rapidly accelerated the adoption of financial technology globally and in emerging markets especially, finance apps helped millions of consumers and businesses remain connected. This trend is likely to continue and understanding how to best market their apps will be key to African businesses standing out from the crowd and growing their customer base.”

“With this year heading for a record with total spend globally, reaching no less than $1.2 billion in Q1 alone, we believe that combining different types of marketing activities in addition to improving the registration funnel by optimizing and shortening the time from install to registration will give marketers the edge to utilize their 2021 budget to the fullest.”

Key African Insights

      . Demand for Finance apps is at an all time high

.Downloads of finance apps have shot up over the last year. With 56% of the population in .Nigeria ‘unbanked’, many are turning to apps to access key financial solutions including:

.Loans: 43.3%

.Financial Services: 35.6%

.Investments: 20.3%

– Nigeria’s Cost Per Install*  is up 70% since Q2, leading to a spike in spend, especially in Q1 2021 when budgets almost tripled.

– While each of the three key regions have experienced growth in marketing activity in the last year, Kenya’s overall growth in the last two years has fallen.

Key Global Insights

– Digital banking installs up 45%, while traditional banks gain 22% in 2021. Finance app installs increased 20% overall, but financial services and traditional banking app installs saw only a 15% increase between Q1 2020 and Q1 2021. However, only in the first quarter of 2021, traditional banks picked up speed with a 22% rise in installs.

– 3.3x growth in the number of remarketing conversions between Q1 2020 and Q1 2021. Following a 32% drop in spend in Q2 of 2020, efforts rebounded in Q3 and with rising user acquisition costs, marketers increased activity in remarketing, which soared 3x by Q1 2021. Overall, the growth path of non-organic installs continued upward, hitting 172% growth between 2019 and now.

– Demand for Finance apps is rising across the globe. 29 of the top 40 finance markets (by app installs) enjoyed a growth of at least 20% YoY, however it was the developing markets that dominated the number of installs.

The average number of downloads in developing markets was 70% higher than the average in developed markets, with India, Brazil and Indonesia making up almost half of the global number of downloads.

“FinTech experienced rapid digital transformation over the last year, with the pandemic leading to a shift in mindset even for those that have been slow to adapt,” said Shani Rosenfelder, Head of Content & Mobile Insight, AppsFlyer.

“Marketers should strive for efficiency with their spend by following the rising Cost Per Install trend and focusing on user acquisition to meet new demand. Marketers should also explore more affordable remarketing campaigns to keep their brand top of mind amid rising market competition.”

Methodology

The State of Finance App Marketing from AppsFlyer is an anonymous aggregate of proprietary global data collected from 4.7 billion finance app installs.


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E-Business

NIPOST in Intensive Care, Needs Reforms Need to – Kekemeke

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Nigerian Postal Service (NIPOST) is in Intensive Care Unit (ICU) and needs  urgent reforms to revive it, according to Isaac Kekemeke, board chairman of the service.

NIPOST in Intensive Care, Needs Reforms Need to – Kekemeke

Kekemeke, who spoke at a workshop organised for NIPOST staff in Abuja yesterday, added that it is now time to go the whole hog to reform and make NIPOST fulfill its destiny to compare and compete favourably with multinational postal agencies.

“The approach may not be palatable at all times but we need to take the tough but necessary decisions to exit the intensive care unit. We are either out of ICU in good health or head for the morgue. NIPOST either functions effectively now as a commercialised state operator or gets privatised, so that myself, the PMG, and a good number of you risk the loss of our jobs,” the chairman said.

No doubt, he added, “Change is not always easy as many loathe change because of the uncertainty it brings but it is in my place to urge you all to embrace the change we advocate.”


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E-Business

Internet Society Announces Peering Fellowship

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The Internet Society’s six-month Fellowship Peering program continues to help make internet access affordable, dependable, and resilient. The program, according to the global charitable organisation, is targeted for fifteen professionals in the peering and interconnection sector.

“It offers a unique opportunity to build the skills, knowledge, and networks necessary to improve local Internet infrastructure and policy,” according to the site’s description.

The fellowship participants will participate in a comprehensive curriculum that includes virtual training sessions, collaborative forums, and technical and advocacy-based instruction on routing, Internet Exchange Points, and policy.

The fellowship culminates in attendance at a global peering event, which provides direct experience and networking opportunities with important voices in the Internet community.

The fellowship enhances participants’ impact in their particular nations by developing engagement with seasoned professionals and boosting regional and global collaboration. The program invites fellows to return to their communities prepared to expand interconnectivity, improve policy conditions, and make a meaningful contribution to the development of the Internet ecosystem.

Applicants must have at least three years of Internet experience and be based in Latin America and the Caribbean, Africa, or Asia-Pacific.

Eligibility also required proper travel documentation and availability to attend important events such as African Peering and Interconnection Forum, Latin American and Caribbean Network Operators Forum, or Peering Asia, as well as a commitment of roughly four hours per week over six months.

 


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E-Business

SERAP Calls for Withdrawal of Nigeria’s Data Act Amendment

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Socio-Economic Rights and Accountability Project (SERAP) has called for the withdrawal of the amendment of the Nigeria Data Protection Act 2023 because it seeks to regulate the activities of bloggers operating within the territorial boundaries of Nigeria.

SERAP Calls for Withdrawal of Nigeria’s Data Act Amendment

The organisation in its letter urged  Mr Godswill Akpabio, Senate President, and Mr Tajudeen Abbas, Speaker of the House of Representatives, to “immediately withdraw the repressive bill.”

The titled A Bill for an Act to Amend the Nigeria Data Protection Act, 2023, to Mandate the Establishment of Physical Offices within the Territorial Boundaries of the Federal Republic of Nigeria by Social Media Platforms and for Related Matters among others intends to regulate bloggers, including by requiring all bloggers to register local offices and join recognised national association for bloggers.

Currently, the bill has passed its first and second reading in the Senate.

In the letter signed its deputy director, Mr Kolawole Oluwadare, SERAP asked Mr Akpabio and Mr Abbas “to ensure that any amendment to the Nigeria Data Protection Act promotes and protects the rights of bloggers and other journalists and does not undermine the fundamental human rights of Nigerians.”

It demanded an end to “the imposition of unnecessary restrictions on the rights of Nigerians online and Internet-based content.”

In the letter dated April 12, 2025, the group said, “This bill is a blatant attempt to bring back and fast-track the obnoxious and widely rejected social media bill by the back-door.”

“If passed, the bill would also be used to ban major social media platforms—including Facebook, X (formerly Twitter), Instagram, WhatsApp, YouTube, TikTok, and independent bloggers if they ‘continuously fail to establish/register and maintain physical offices in Nigeria for a period of 30 days.

“Lawmakers should not become arbiters of truth in the public and political domain. Regulating the activities of bloggers and forcing them to associate would have a significant chilling effect on freedom of expression and lead to censorship or restraint.

“Should the National Assembly and its leadership fail to withdraw the bill to regulate the activities of bloggers, and should any such bill be assented to by President Bola Tinubu, SERAP would consider appropriate legal action to challenge the legality of any such law and ensure it is never implemented in the public interest,” the organisation warned.

 

 

 

 

 


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