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
Meta Expands Business Agent to Instagram, WhatsApp, Messenger
By Aduragbemi Omiyale
The reach of the Meta Business Agent is being expanded to Instagram and other platforms of the social media giant.
Meta Business Agent is an artificial intelligence (AI) that allows business owners to attend to customers’ needs with ease.
Customers expect instant responses, but no team can be everywhere at once. This innovation handles such without hassles.
It helps businesses to answer questions specific to the business, makes product recommendations from the catalogue, books appointments, qualifies incoming leads, and closes sales.
More than one million businesses are already using a Meta Business Agent on WhatsApp and Messenger to respond to customers around the clock.
“We’re now expanding our Business Agent to businesses big and small globally, so within minutes you can have yours up and running, responding in your customer’s local language using your tone,” Meta said in a statement.
“We’re also expanding these agents to Instagram since businesses connect with their customers there, too. Businesses can activate their Business Agent here. Getting started with the Business Agent is free. In the coming months, businesses will access the agent through our paid subscription offerings, with options for businesses of every size,” it added.
Meta also stated that it is making it simpler for people to discover businesses powered by a Meta Business Agent directly on WhatsApp. It noted that starting soon, people will be able to find businesses by typing their name in the Search bar, or by sharing their phone number or contact card in chats with friends and family. This way, when more customers reach out, they get a quick, helpful response.
Technology
Lagos Eyes 250MW Data Centre Capacity by 2030
By Adedapo Adesanya
The Lagos State government plans to expand the city’s data centre capacity to over 250 megawatts (MW) by 2030 as part of efforts to strengthen its digital infrastructure ecosystem.
This was disclosed by the state’s Commissioner for Innovation, Science, and Technology, Mr Olatubosun Alake, at the launch of the Kasi Cloud LOS1 data centre facility in Lekki. Nigeria Sovereign Investment Authority (NSIA) invested in Kasi Cloud through an $8 million convertible loan note in 2021.
Mr Alake said Lagos already hosts nearly three-quarters of Nigeria’s commercial data centre capacity, adding that the government intends to expand its infrastructure footprint significantly over the next five years.
“There are about 146 additional megawatt data centres planned in the pipeline,” he said. “We envisage that by 2030, we would have over 250 megawatts of data centre capacity in Lagos, three times the current capacity growth.”
The expansion comes as demand for cloud services, AI computing power, and local data storage continues to grow across Nigeria’s digital economy, with Lagos at the forefront, housing thousands of businesses and startups.
Mr Alake said the Kasi Cloud facility represents Lagos’ entry into “large-scale hyperscale AI infrastructure,” signalling the state’s ambition to evolve beyond being known primarily as a startup hub into a major centre for digital infrastructure and AI computing.
“Lagos is no longer simply a startup city,” he said. “It is an infrastructure city.”
The Kasi LOS1 facility is designed as a 40MW hyperscale data centre campus, beginning operations with an initial 7.2MW IT load.
According to Mr Alake, the facility includes advanced GPU computing infrastructure powered by Nvidia H100 and H200 chips, alongside liquid cooling systems and cloud infrastructure services designed to support AI workloads.
The Lagos State government believes such infrastructure will become critical as AI adoption accelerates globally.
Mr Alake said the state is investing in fibre optic networks, smart city technologies, university innovation programmes, and digital government systems to prepare for the transition.
“The AI economy is going to require hundreds of megawatts,” he said. “The market has already made its decision about where digital infrastructure belongs.”
On his part, Mr Johnson Agbogun, co-founder and chief executive officer of Kasi Cloud, said the project was built to reduce Nigeria’s dependence on foreign cloud infrastructure and give African businesses more control over how their data and AI systems are developed.
“Nigerian enterprises are currently spending $850 million every year on foreign cloud infrastructure,” he said. “Every naira spent abroad on cloud and AI infrastructure helps build capabilities somewhere else.”
He added that the facility runs GPU-powered AI workloads from local enterprises and described the Lekki campus as “the beginning of Nigeria’s AI factory.”
“As artificial intelligence reshapes economies globally, the nations that control their own compute infrastructure and data will be the ones positioned to lead,” added Mr Kolawole Owodunni, NSIA’s Executive Director and Chief Information Officer.
Technology
Google I/O 2026: 4 Major Updates That Are Changing How Google Search Works
The goal of Google Search has always been simple: to help you ask anything on your mind. Whether it is a quick fact to help with your daily hustle or a complex question about starting a new business, Nigerians rely on Search every single day.
Over the last year, Google has rapidly reimagined what Search can do with AI. The momentum has been incredible—just one year after its debut, AI Mode has surpassed one billion monthly users globally. As people have realised just how much more Search can do for them, they are searching more than ever before, reaching an all-time high in search queries last quarter. Today at Google I/O, Google shared the next step in its journey to bring together the best of a search engine with the best of AI.
To power this next chapter, Google is officially upgrading Search with Gemini 3.5 Flash as the new default model in AI Mode for everyone worldwide. Delivering sustained frontier performance for agents and coding, Gemini 3.5 Flash is the engine driving the new era of AI-powered Search. Because curiosity doesn’t always fit into standard keywords, this powerful AI model is transforming Search from a tool that simply finds information into an intelligent platform capable of reasoning, monitoring the web, and executing complex tasks on your behalf.
Here is a look at the four biggest AI-powered announcements coming to Google Search:
1. A Completely Reimagined Search Box
Google is introducing the biggest upgrade to its Search box in over 25 years. Now completely reimagined with AI, the new intelligent Search box dynamically expands to give you the space to describe exactly what you need. It goes beyond simple autocomplete by anticipating your intent and helping you phrase your questions. You are no longer limited to typing; you can now search using text, images, files, videos, or even Chrome tabs as inputs. Additionally, Google is making it easier to ask follow-up questions directly from an AI Overview, flowing naturally into a conversational back-and-forth where your context stays with you as you explore.
2. New Search Agents That Work in the Background
We are entering the era of Search agents, where you can create and manage multiple AI agents directly in Search. Google is launching “Information agents” that operate in the background 24/7. These agents intelligently scan the web—alongside fresh data on finance, shopping, and sports—to monitor for changes related to your specific questions. For example, if you are house hunting, your agent will continuously scan the market and notify you the moment a listing matches your exact criteria. Furthermore, Search is expanding its agentic booking capabilities; you can soon share specific criteria (like a late-night private karaoke room) and Search will pull the latest pricing and links to finish booking. For certain categories, Google can even call businesses on your behalf.
3. Custom Mini-Apps and Visuals Built Just for You
Search is no longer just returning links; it is now building the ideal response in the perfect format for your query entirely on the fly. By bringing the power of Google Antigravity and the agentic coding capabilities of Gemini 3.5 Flash into Search, users will get a custom “Generative UI.” This means Search can design custom layouts, interactive visuals, tables, graphs, or simulations in real-time. But it goes a step further: if you have an ongoing task, like establishing a new health routine, Search can actually code a custom fitness tracker or mini-app for you. These custom dashboards tap into real-time sources like live maps and weather, giving you a personalised tracker you can return to again and again.
4. Expanded Personal Intelligence Without a Subscription
For AI to be truly helpful, it shouldn’t just know the world’s information—it should understand your personal context, too. To achieve this, Google is expanding Personal Intelligence in AI Mode to more people in nearly 200 countries and territories across 98 languages. Crucially, this is being rolled out with no subscription required. Users can securely connect apps like Gmail, Google Photos, and soon Google Calendar directly to Search. Designed with transparency and choice at its heart, this allows you to safely ask Search to find information buried in your own personal files, always keeping you in complete control of your connected data.
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