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% |
