Updated: 19/06/2024
The Middle East and North Africa (MENA) territories are growing commercial hotspots. Advertising, especially mobile advertising has increased enormously in this region in recent times. Here are some noteworthy points:
• MENA online advertising is growing at a rate of 37% and is expected to hit USD 2.8 billion in 2016.
• Mobile display advertising for tablets and smartphones will increase at a rate of 40 to 50% yearly.
• More than 57% of companies in the Middle East have increased their digital marketing spending in 2013.
Check out the following infographic on “Mobile Advertising in the Middle East” for a deeper understanding of the impact mobile advertising on the MENA region.
Infographic by- GO-Globe Web Design Dubai
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Frequency Of Noticing Ads On Smartphones(2013, Egypt 2012)
Saudi Arabia | UAE | Egypt | |
All the time | 36% | 32% | 32% |
Most of the time | 32% | 33% | 30% |
Sometimes | 16% | 20% | 20% |
Rarely | 12% | 11% | 8% |
Never | 4% | 5% | 10% |
Where Mobile Ads Are Noticed(2013, Egypt 2012)
Saudi Arabia | UAE | Egypt | |
While browsing websites | 50% | 52% | 54% |
While using mobile apps | 42% | 37% | 24% |
While watching videos | 33% | 36% | 17% |
While using search engines | 29% | 39% | 30% |
While on a retailer website | 16% | 17% | 14% |
Actions People Take After Noticing Ads (2013, Egypt 2012)
Saudi Arabia | UAE | Egypt | ||||
Male | Female | Male | Female | Male | Female | |
Clicking the advertisement | 31% | 34% | 32% | 38% | 26% | 21% |
Looking for more information on one’s smartphone | 26% | 22% | 23% | 22% | 22% | 17% |
Looking for more information using desktop PCs, tablets or other smart devices | 23% | 19% | 34% | 25% | 24% | 13% |
Visiting the advertiser or retailer’s website | 26% | 28% | 29% | 27% | 24% | 31% |
Visiting the business office, or retailer’s store | 13% | 9% | 18% | 11% | 12% | 13% |
Making in-store purchases | 12% | 13% | 13% | 7% | 16% | 12% |
Making purchases online using desktop PCs | 10% | 10% | 16% | 12% | 13% | 9% |
Making purchases online using smartphones | 6% | 8% | 12% | 4% | 8% | 8% |
Making purchases online using tablets and phablets | 9% | 8% | 12% | 10% | 8% | 8% |
Demographics
Age
60% of mobile internet users in the Middle East are younger than 24 years
Age | Percentage |
> 18 years | 21% |
18-24 years | 39% |
25-35 years | 26% |
< 35 years | 14% |
Gender
Almost two-thirds of the mobile internet users in the Middle East are men
Gender | Percentage |
Men | 65% |
Women | 35% |
Education
Over a third of mobile internet users in the Middle East are graduates or post graduates.
Education Level | Percentage |
Graduate/Post Graduate | 36% |
Diploma/Undergraduate | 30% |
Schooling up to 12 years | 26% |
Uneducated | 8% |
Occupation
A fourth of the mobile internet users in the Middle East are employed full-time
Employment Status | Percentage |
Employed | 58% |
Employed full time | 24% |
Business person | 20% |
Self-employed professional | 9% |
Employed part time | 5% |
Student | 31% |
Housewife | 4% |
Currently not working | 7% |
Why Users Love Mobile Ads
Users love mobile ads that help them to benefit from content and deals. Brands leveraging this consumption behavior drive higher engagement and recall.
Download mobile content | 58% |
Find a good deal on something | 45% |
Learn about a brand | 48% |
Locate something nearby | 40% |