Nigeria has experienced a 320 per cent increase in mobile app downloads over the past two years, ranking sixth globally in app uptake, according to Google.

The West Africa Director for Google, Olumide Balogun, disclosed this in a statement on Thursday, noting that the country is undergoing a rapid digital transformation driven by mobile technology.

He said the trend indicates deeper digital engagement, stronger user loyalty, and expanded opportunities for businesses operating in the app-driven economy.

“The digital pulse of Nigeria beats fastest on mobile,” Balogun said. “With a projected N1 trillion in app usage and purchases by 2025 across Africa, marketers in Nigeria cannot afford to ignore this momentum.”

He added that smartphone access is expected to reach 880 million across Africa by 2030, with mobile data usage likely to triple. Nigerians currently spend over four hours daily on their phones, with 80 per cent of that time spent on apps.

Balogun noted that apps have become central to customer engagement, business operations, and innovation. For marketers, he said, app users represent their most valuable audience—engaging more frequently, demonstrating higher loyalty, and spending more than web-only users.

“Consumers now move seamlessly between browser and app, often within a single transaction journey. Marketers must stop treating them as separate audiences,” he advised.

Balogun also highlighted that apps provide an opportunity for collecting direct and consent-based user data, especially amid growing concerns about digital privacy.

He urged Nigerian marketers to adopt targeted strategies to grow their app user base, noting that organic growth alone is not enough. Tools like Google Ads’ app campaigns and YouTube’s massive reach—nearly two billion logged-in users monthly—can drive discovery and engagement, he said.

“YouTube is where people spend over a billion hours daily watching video, making it an essential platform for app promotion and brand visibility,” Balogun concluded.