In 2026, Gambian mobile app retention rates hover around 25% after 30 days, reflecting growing but still challenging user engagement. Daily active users have increased to approximately 1.2 million, driven by expanding smartphone adoption and improved app offerings. Mobile marketing expenditures have reached USD 45 million, indicating a robust digital marketing ecosystem aimed at capturing the increasing online audience.
The average CPI remains competitive at USD 1.50, allowing local developers and marketers to effectively acquire new users. User engagement with in-app notifications stands at 38%, signifying room for improvement but also highlighting the importance of personalized marketing strategies. Overall, Gambia's mobile app landscape is poised for continued growth with targeted retention and engagement efforts.