SHAREit Reports on App Growth and Marketing Insights Summit

“The app economy in South Africa is experiencing impressive growth, largely fueled by the massive penetration of mobile smartphones in the country,” said Arunabh Madhur, Regional Vice President and Head of EMEA Business at SHAREit group.

Madhur adds, “Given that South Africa has one of the largest mobile markets in the world, with the majority of households and individuals having access to a mobile phone, there is huge potential for mobile marketing in Africa. from South”.

Madhur shared her experiences, learnings and key insights at the inaugural SHAREit Summit in Johannesburg and Cape Town, which brought together thought leaders from the mobile marketing industry under one roof.

“South Africa’s high rate of mobile connections helps foster digital inclusion,” adds Chanel Hardman, Country Director for South Africa at SHAREit Group. “However, digital literacy and education will be critically important in ensuring that no one is left behind in the digital world.”

According to the GMSA Mobile Connectivity Index, South Africa is not far behind more developed markets when it comes to mobile digital infrastructure, with a score of 65.

However, while the country scores highly in terms of network coverage, it falls short in terms of network performance, including speed and latency.

The SHAREit platform says it aims to help address this shortcoming by enabling a seamless and free file sharing experience.

These features have resonated with a number of local advertisers, including:

  • banks
  • telecom operators
  • automotive companies
  • online delivery services, and
  • alcohol brands.

The group says growing internet and mobile penetration has led to a sharp increase in the total number of app installs over the past two years by the country’s relatively young and tech-savvy population.

In the past year alone, app installs have increased by 41%, the group adds. Brands are recognizing the opportunities offered by these apps to reach consumers and are developing their own bespoke apps or partnering with so-called “super apps”.

According to SHAREit, among the most downloaded local apps are those for financial service providers and banks, online retailers, food delivery services and games.

“However, to use apps successfully, brands need to have a clear understanding of what they are trying to accomplish, including the cost of each acquisition, click, install and registration,” says Conrad Geldenhuys, Marketing Manager at Ayoba.

Riyad Khalil, senior account manager for the Middle East and Africa at Adjust, adds: “As the user journey has become more complex than ever, brands should use a mobile measurement partner to provide a unified view of brand performance.

“Once marketers have access to relevant privacy-compliant data, they are able to better understand user behaviors in your app, which in turn enables more appropriate messaging,” says Khalili.

“The app economy in Africa is experiencing a boom similar to that of South Africa, with an increasing number of apps shaping life on the continent,” adds Kirsten van Rooyen, Chief Digital Officer at Simply Black.

van Rooyen says app developers and marketers need to think differently to solve simple problems with easy-to-use solutions.

“Effective use should be the measure of success,” adds van Rooyen. “No one can solve Africa’s challenges better than Africans.”

“As the pandemic has pushed more people online, e-commerce companies need to focus on shifting people’s consumption habits away from in-store shopping to drive hypergrowth,” says Chief Performance Officer Desigan Moodley and projects at leading online retailer Takealot.

“The key to achieving this is for e-commerce businesses to have a good value proposition and deliver on their promises,” adds Moodley.

The rising cost of living has had an impact on consumers, with affordability now a major concern.

“For Mr D, an online food delivery company, rising fuel prices have impacted the business, forcing it to implement initiatives to keep delivery prices low” , explains Aviwe Vapi, performance marketing associate at Mr D.

“While the pandemic has pushed more people to the Mr D app while at home, the challenge now for the company is to encourage consumers to continue using it wherever they are. “, adds Vapi.

SHAREit concludes that it has invested significant resources in understanding the user journey across different markets and verticals. Proof of its appeal to brands, the application has already reached more than 20 million monthly active users in South Africa.

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