App - Kenya | Statista Market Forecast

The App market in Kenya is expected to experience significant growth in the coming years.
According to projections, the total revenue in the App market is estimated to reach US$56.77m in 2022.
This represents a substantial increase in revenue for the industry.
Furthermore, it is anticipated that the App market will continue to expand at a steady pace.
The annual growth rate, also known as the compound annual growth rate (CAGR), is projected to be 8.85% between 2022 and 2027.
This growth rate indicates a positive trend for the market, with a projected market volume of US$92.03m by 2027.
When examining the various revenue streams within the App market, it is evident that in-app purchases (IAP) play a significant role.
In 2022, the projected revenue from in-app purchases is estimated to be US$11.35m.
This revenue stream demonstrates the popularity of purchasing additional features or content within apps.
Additionally, paid app revenue is expected to contribute significantly to the overall market revenue.
It is projected to reach US$19.46m in 2022.
This indicates that users are willing to pay for apps that offer valuable and desirable features.
Advertising revenue is another important component of the App market.
In 2022, it is predicted to reach US$25.96m.
This revenue stream highlights the effectiveness of advertising within apps as a means of generating income.
Moreover, the number of downloads in the App market is projected to increase substantially.
It is expected to reach 110.10m downloads in 2022.
This indicates a high level of user engagement and interest in the app offerings.
In terms of revenue per download, the average is currently estimated to be US$0.52.
This figure represents the average amount of revenue generated from each download and provides insights into the profitability of the market.
It is worth noting that when comparing the App market globally, China emerges as the leader in revenue generation.
In 2022, China is projected to generate a staggering US$162.90bn in revenue.
This highlights the significant market size and potential China.
Overall, the App market in Kenya is poised for growth, with projected increases in revenue and user engagement.
The various revenue streams, such as in-app purchases, paid apps, and advertising, contribute to the market's success.
As the market continues to evolve, it will be interesting to observe the impact of emerging technologies and changing consumer preferences on the industry's growth.

Definition:

The App market constitutes the sale of software applications that can be downloaded, installed, and run on mobile devices. More specifically, it refers to apps that can be downloaded from Apple, Inc.'s App Store and the Google Play store (or in the case of China, from stores such as Huawei AppGallery and Tencent Appstore) and which can be installed and run on iPhones and Android phones.

Structure:

We track 20 non-game categories and 15 game categories that are found in both Apple Inc.'s App Store and the Google Play store.

Additional Information:

We consider three different sources of revenue:

Revenue from in-app purchases (IAP) that comes from the purchase of features, upgrades, and subscriptions within an app
Paid app revenue from the one-time purchase of an app
Advertising revenue obtained from showing ads within an app

Our statistics include the revenue earned by developers and also the revenue earned by stores through commissions.

Apps that can be downloaded from major app stores such as Apple, Inc.'s App Store and the Google Play store, or in the case of China, from stores such as Huawei AppGallery and Tencent Appstore.
Apps that are run on iPhones and Android phones.

Apps exclusively offered by Microsoft Store and Amazon Appstore for Android.
Custom-made apps not available from any official app store.
B2B/C2C app sales of any kind.
Subscription revenues outside of in-app purchases (for example, Netflix and Spotify use their own payment systems outside of their apps).

Data coverage:

The data encompasses B2C enterprises. Figures are based on revenue from in-app purchases, revenue from the purchase of apps, and revenue from advertising, as well as the number of downloads for each app category.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market segment. As a basis for evaluating markets, we use market data from independent databases and third-party sources, current trends, and reported performance indicators of top market players. In addition, we use relevant key market indicators and data from country-specific associations, such as smartphone users and mobile broadband connections. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP/capita, level of digitization, and consumer attitudes toward apps.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Digital market, in a PDF format.

The app market has been affected by volatility in the first years after the global COVID-19 pandemic. After accelerating in 2021, consumer spending decreased to 167 billion U.S. dollars in 2022. In 2023, annual app spending was back on track, generating 171 billion U.S. dollars. After experiencing a dip in 2022, app consumer spending per user climbed back to surpass five U.S. dollars in the second quarter of 2023.