Technology
Nigeria’s App Downloads Grew 320%. Here Are 7 Ways Marketers Can Capitalize
By Olumide Balogun
The 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. 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.
Technology
Lagos’ Team Nevo Wins 3MTT Southwest Regional Hackathon
By Adedapo Adesanya
Lagos State’s representative, Team Nevo, won the 3 Million Technical Talent (3MTT) South-West Regional Hackathon, on Tuesday, December 9, 2025.
The host state took the victory defeating pitches from other south west states, including Oyo, Ogun, Osun, Ekiti, and Ondo States.
This regional hackathon was a major moment for the 3MTT Programme, bringing together young innovators from across the South-West to showcase practical solutions in AI, software development, cybersecurity, data analysis, and other key areas of Nigeria’s digital future.
Launched by the Federal Ministry of Communications, Innovation, and Digital Economy, the hackathon brought together talented young innovators from across the Southwest region to showcase their digital solutions in areas such as Artificial Intelligence (AI)/Machine Learning, software development, data analysis, and cybersecurity, among others.
“This event not only highlights the potential of youth in South West but also advances the digital economy, fosters innovation, and creates job opportunities for our young people,” said Mr Oluwaseyi Ayodele, the Lagos State Community Manager.
Winning the hackaton was Team Nevo, made up of Miss Lydia Solomon and Mr Teslim Sadiq, whose inclusive AI learning tool which tailors academic learning experiences to skill sets of students got the top nod, with N500,000 in prize money.
Team Oyo represented by Microbiz, an AI business tool solution, came in second place winning N300,000 while Team Ondo’s Fincoach, a tool that guides individuals and businesses in marking smarter financial decisions, came third with N200,000 in prize money.
Others include The Frontiers (Team Osun), Ecocycle (Team Ogun), and Mindbud (Team Ekiti).
Speaking to Business Post, the lead pitcher for Team Nevo, Miss Solomon, noted, “It was a very lovely experience and the opportunity and access that we got was one of a kind,” adding that, “Expect the ‘Nevolution’ as we call it, expect the transformation of the educational sector and how Nevo is going to bring inclusion and a deeper level of understanding and learning to schools all around Nigeria.”
Earlier, during his keynote speech, the chief executive officer (CEO) of Sterling Bank, Mr Abubakar Suleiman, emphasised the need for Nigeria’s budding youth population to tap into the country’s best comparative advantage, drawing parallels with commodities and resources like cocoa, soyabeans, and uranium.
“Tech is our best bet to architect a comparative advantage. The work we are doing with technologies are very vital to levelling the playing field.”
Technology
re:Invent 2025: AWS Excites Tech Enthusiasts With Graviton5 Unveiling
By Aduragbemi Omiyale
One of the high points of the 2025 re:Invent was the unveiling of Graviton5, the fifth generation of custom Arm-based server processors from Amazon Web Services (AWS).
Many tech enthusiasts believe that the company pushed the limits with Graviton5, its most powerful and efficient CPU, frontier agents that can work autonomously for days, an expansion of the Amazon Nova model family, Trainium3 UltraServers, and AWS AI Factories suitable for implementing AI infrastructure in customers’ existing data centres.
Graviton5—the company’s most powerful and efficient CPU
As cloud workloads grow in complexity, organizations face a persistent challenge to deliver faster performance at lower costs and meet sustainability commitments without trade-offs.
AWS’ new Graviton5-based Amazon EC2 M9g delivers up to 25% higher performance than its previous generation, with 192 cores per chip and 5x larger cache.
For the third year in a row, more than half of new CPU capacity added to AWS is powered by Graviton, with 98 per cent of the top 1,000 EC2 customers—including Adobe, Airbnb, Epic Games, Formula 1, Pinterest, SAP, and Siemens—already benefiting from Graviton’s price performance advantages.
Expansion of Nova family of models and pioneers “open training” with Nova Forge
Amazon is expanding its Nova portfolio with four new models that deliver industry-leading price-performance across reasoning, multimodal processing, conversational AI, code generation, and agentic tasks. Nova Forge pioneers “open training,” giving organizations access to pre-trained model checkpoints and the ability to blend proprietary data with Amazon Nova-curated datasets.
Nova Act achieves breakthrough 90% reliability for browser-based UI automation workflows built by early customers. Companies like Reddit are using Nova Forge to replace multiple specialized models with a single solution, while Hertz accelerated development velocity by 5x with Nova Act.
Addition of 3 frontier agents, a new class of AI agents that work as an extension of your software development team
Frontier agents represent a step-change in what agents can do. They’re autonomous, scalable, and can work for hours or days without intervention. AWS announced three frontier agents—Kiro autonomous agent, AWS Security Agent, and AWS DevOps Agent. Kiro autonomous agent acts as a virtual developer for your team, AWS Security Agent is your own security consultant, and AWS DevOps Agent is your on-call operational team.
Companies, including Commonwealth Bank of Australia, SmugMug, and Wester Governors University have used one or more of these agents to transform the software development lifecycle.
Unveiling Trainium3 UltraServers
As AI models grow in size and complexity, training cutting-edge models requires infrastructure investments that only a handful of organizations can afford.
Amazon EC2 Trn3 UltraServers, powered by AWS’s first 3nm AI chip, pack up to 144 Trainium3 chips into a single integrated system, delivering up to 4.4x more compute performance and 4x greater energy efficiency than Trainium2 UltraServers.
Customers achieve 3x higher throughput per chip while delivering 4x faster response times, reducing training times from months to weeks. Customers including Anthropic, Karakuri, Metagenomi, NetoAI, Ricoh, and Splash Music are reducing training and inference costs by up to 50 per cent with Trainium, while Decart is achieving 4x faster inference for real-time generative video at half the cost of GPUs, and Amazon Bedrock is already serving production workloads on Trainium3.
Technology
NITDA Alerts Nigerians to ChatGPT Vulnerabilities
By Adedapo Adesanya
The National Information Technology Development Agency (NITDA) has issued an advisory on new vulnerabilities in ChatGPT that could expose users to data-leakage attacks.
According to the advisory, researchers discovered seven vulnerabilities affecting GPT-4o and GPT-5 models that allow attackers to manipulate ChatGPT through indirect prompt injection.
The agency explained that hidden instructions placed inside webpages, comments, or Uniform Resource Locators (URLs) can trigger unintended commands during regular browsing, summarisation, or search actions.
“By embedding hidden instructions in webpages, comments, or crafted URLs, attackers can cause ChatGPT to execute unintended commands simply through normal browsing, summarization, or search actions,” they stated.
The warning followed rising concerns about AI-powered tools interacting with unsafe web content and the growing dependence on ChatGPT for business, research, and public-sector tasks.
NITDA added that some flaws allow the bypassing of safety controls by masking malicious content behind trusted domains.
Other weaknesses take advantage of markdown rendering bugs, enabling hidden instructions to pass undetected.
It explained that in severe cases, attackers can poison ChatGPT’s memory, forcing the system to retain malicious instructions that influence future conversations
They stated that while OpenAI has fixed parts of the issue, Large-Language Models (LLMs) still struggle to reliably separate genuine user intent from malicious data.
The Agency warned that these vulnerabilities could lead to a range of cybersecurity threats, including unauthorised actions carried out by the model; unintended exposure of user information; manipulated or misleading outputs; and long-term behavioural changes caused by memory poisoning, among others.
It advised Nigerians, businesses, and government institutions to adopt several precautionary steps to stay safe. These include limiting or disabling the browsing and summarisation of untrusted websites within enterprise environments and enabling features like browsing or memory only when necessary.
It also recommended regular updates to deployed GPT-4o and GPT-5 models to ensure known vulnerabilities are patched.
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