Understanding user behavior through mobile measurement now crucial, says Zaitsev

By Zion Rufus

With over 700 million smartphone users in Africa’s rapidly growing mobile market, Micheal Zaitsev, managing director for Africa, AppsFlyer has advised that companies looking to succeed in this region must focus on understanding user behavior through mobile measurement and user acquisition.

“Africa has become mobile-first but what do we know about the people who use these mobile phones? What are their behaviors when it comes to the apps they have on their devices?” Zaitsev asked in a LinkedIn submission.

The marketing expert pointed out that marketers must leverage tracking key metrics such as downloads, user engagement, retention, and revenue, among others to optimize their mobile apps for better performance and user experience.

He said: “These valuable insights help companies to optimize their mobile apps for better performance and user experience. Running User acquisition in 2023, understanding user behavior, preferences, and habits, should be through data analysis of trusted MMP (Mobile Measurement Partner), having no such, will waste your marketing budgets without bringing you the required revenue.”

For Bukayo Ewuoso, a product marketing manager at Eskimi, there’s an increasing need for marketers to understand user behavior across different channels of acquisition.

Adebola Zoe Williams, manager, brand and storytelling at Moni Africa also agrees.

She however noted that understanding user behavior will be very diverse owing to the vastness of the African continent.

Anatoly Dehtiar, chief revenue officer at AscendAd explained that Africa, being mobile-first, creates very interesting opportunities.

He said: “I have been hearing about the continent being “the next big thing in mobile” for a while now. Hope that with AF putting their focus there, it will create the necessary dynamics for the long expected hyper growth.”

Africa remains the fastest-growing mobile phone market in the world. The mobile penetration rate in Sub-Saharan Africa rose significantly from 2012 to 2020, and growth is expected to continue into 2025.

By 2025, it is expected that half of the Sub-Saharan African population will subscribe to a mobile service according to reports shared by Statista. The number of smartphone subscriptions in Sub-Saharan Africa is expected to reach 798 million by 2027, based on steady growth seen in earlier years. In 2021, there were 503.14 million smartphone subscriptions in Sub-Saharan Africa.

Nigeria tops the list of African countries with the highest number of mobile phones. In March 2022, Nigeria recorded 199.6 million mobile connections, according to the West African country’s Communication Commission (NCC).


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