In a time when global growth is slowing and digital noise is louder than ever, Mama Africa 2025 became a rare kind of event—one that sparked meaningful conversation and reminded us why purpose-driven marketing still matters. Hosted by Appsflyer, a global leader in mobile measurement and marketing analytics, the event brought together Africa’s brightest data minds, marketers, and tech leaders for a day of powerful insights, bold projections, and human-centered innovation.
Held in Johannesburg, South Africa, the event set the stage for a full day of education, connection, and inspiration. From the moment doors opened at 9 a.m. with coffee and networking, it was clear: this was more than a conference—it was a movement.
What Makes Appsflyer So Important to Africa’s Digital Growth?
In just a few lines: Appsflyer is the behind-the-scenes force powering smart growth for app developers and marketers around the world. Their platform allows brands to track installs, measure performance, optimize engagement, and understand user behavior across mobile channels. In Africa, this means empowering businesses to scale with precision, relevance, and impact.
A Region on the Rise: Key Takeaways from the Appsflyer Report
The state of mobile in Sub-Saharan Africa is unlike anywhere else. While economic growth across the region has seen fluctuations, mobile adoption continues to climb—especially in South Africa, where smartphone usage is accelerating. According to the GSMA, mobile contributed 140 billion USD to Sub-Saharan Africa’s GDP in 2023, with projections expecting this to reach 170 billion USD by 2028.
And yet, only 1 in 3 people in the region currently use mobile internet—a gap that highlights immense untapped potential. With 70% of the population under 30, this is not just a demographic story, but a revolution led by youth. Africa isn’t waiting for the future—it’s creating it, app by app.
The rise of the superapp—platforms that unify messaging, banking, eCommerce, and social—is well underway, driven by improved 4G coverage and greater investment by both private and public sectors.
Data as the Core, Not a Bonus
A recurring theme throughout the day was that data isn’t an add-on—it is the strategy. From Tebogo Skwambane (WPP) and Firoze Bhorat (Discovery) to Hayden Goldberg (Google), the message was clear: marketing success now depends on treating data not just as a reporting tool, but as the foundation of business growth.
The Appsflyer team gave attendees a warm welcome and layered each session with actionable insights that moved beyond numbers and into the human element of marketing—understanding your customers as people, not metrics.
Market Highlights: South Africa, Nigeria & Kenya
- South Africa is becoming a premium, high-intent mobile market. Android is forecasted to grow +14% in 2025, while iOS is set for a 68% rebound, indicating deep, quality-driven engagement.
- Nigeria is moving from acquisition to monetization. With Android at +15% and iOS at +23%, the focus is shifting to ROI and long-term user value.
- Kenya is showing how even price-sensitive markets can embrace premium mobile experiences. Android +21%, iOS +59% forecasted growth shows upward mobility and dual-speed opportunity.
The Human Brand and the Rise of AI
Closing out the day, attendees were treated to talks on AI as a decision-making superpower, the rise of the human brand, and how finance apps are driving digital inclusion. These weren’t just buzzwords—they were reflections of real shifts across the African tech landscape.
The energy in the room was electric, and the message was consistent: Africa’s digital growth story is just beginning.
Shoutout to the Collaborators
A massive thank you to Google, WPP, Aleph, and Voyantis for making Mama Africa 2025 a true ecosystem effort. Collaboration is the currency of progress, and this event proved what’s possible when great minds align.
Final Thoughts
Meeting the broader Appsflyer team reminded many of us that marketing is at its best when it’s relational, not just transactional. Events like Mama Africa 2025 remind us of the bigger picture: we’re not just building apps—we’re building economies, communities, and culture.
Here’s to 2026. Let’s keep moving Africa forward.
