By 2026, Sierra Leone has seen a steady increase in mobile app retention, reaching an average of 28%. The growing smartphone penetration and improved internet infrastructure have contributed to higher user engagement, with monthly active users surpassing 1.2 million. App developers are focusing on personalized content to boost retention, especially in finance and social media sectors, where user activity remains high.
Mobile marketing strategies have become more sophisticated, with advertising spend around €15 million, reflecting increased digital marketing investments. The rise in digital payment users, now over 3.5 million, indicates a shift towards cashless transactions. Businesses are leveraging targeted campaigns to maximize engagement, aligning with Sierra Leone's broader digital transformation goals for 2026.