The retention problem hiding in plain sight for African startups
- A study revealed that many women in West Africa are motivated digital users, primarily for learning and job search.
- High data costs were identified as a major barrier to sustained platform use by 73% of women in Ghana and 64% in Nigeria.
- 26% of women in Nigeria and 18% in Benin still rely on basic or feature phones, indicating a significant segment excluded from app-first ecosystems.
The findings highlight a critical need for startups in West Africa to shift their focus from merely acquiring users to ensuring their retention through thoughtful design that considers the unique challenges faced by women in the region. Addressing issues of data costs and trust will be essential for sustainable growth.
