Guinea-Bissau's mobile app retention rate remains modest at around 15%, reflecting ongoing challenges in user engagement and content personalization. Despite this, the number of monthly active users continues to grow, reaching approximately 1.2 million, driven by increased smartphone adoption and improved network infrastructure. Daily engagement averages 45 minutes, indicating meaningful user interaction with popular apps like social media and messaging platforms.
Mobile marketing spending is projected to reach about ₡2.8 billion (USD 45 million) in 2026, highlighting the country's expanding digital advertising landscape. Social networking apps dominate the app categories, serving as primary channels for communication and information sharing. Companies are increasingly leveraging targeted campaigns to boost retention and engagement, aiming to capitalize on Guinea-Bissau’s rising digital economy.