The state of finance app marketing in Africa – 2021 edition


In our 2021 edition of the State of Finance App Marketing, we drilled deep into how the COVID-19 pandemic directly affected the way consumers interact with financial institutions.

Finance apps were the main beneficiary, as reduced social contacts played a role in accelerating digital transformation in the sector. Installs of finance apps rose 20% in the period between Q1 2020 and Q1 2021, for a total of 4.6 billions downloads in 2020. 

Across the globe, marketers quickly moved to meet this demand, with $3 billion spent on user acquisition for finance apps last year. 

As we’ve seen, the overall global picture for finance apps is extremely positive. Let’s now turn our attention to Africa specifically, and see how the continent’s take-up of finance apps compares to the rest of the world. 

What’s inside: 

  • Key global trends: installs, remarketing, spend, funnel analysis, fraud, and more
  • Growth opportunities: top markets and fastest-growing markets 
  • Market-level deep-dive across Africa, EME, APAC, North America, and Latin America
  • Sub-category trends covering banking, services, lending, and investment apps
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