MENA Digitized, Q4 2016 | Ipsos

Digital Marketing Researches & Reports

MENA Digitized, Q4 2016 | Ipsos

Consumer Behavior | MENA

The shift in consumer behavior in MENA is attributed to the rise in smart devices throughout the region. As the smartphone has created the largest impact with 84% penetration across MENA’s mobile subscribers, with approximately 50% now owning high-end smartphones, and 1 in 3 devices being 4G enabled.

There is accelerated growth in internet usage in the region. It reached 73% in 2015, compared to 44% in 2010. There is also a rise of tablet ownership in the region in recent years. It has grown from 1% in 2010 to 19% in 2015.

GCC consumers are 6 times more likely to own a laptop at home, 5 times to own a tablet and twice to own a smartphone than those in North Africa. The Smartphone penetration in the MENA region is 91%, high-end device penetration is 54%, and 4G device penetration is 45%.

90% of internet users in MENA are on social media, half of those aged 45 and older using the internet, 80% of them are on social media.

23% of internet users in MENA have used e-commerce, 82% of them age 15:24 years, and 47% of social media users follow a brand.

mena-digitized-q4-2016_ipsos

A Figure Shows Smartphone Insights in MENA, 2016.

Ipsos

Market Research

Founded in France in 1975, Ipsos has grown into a global research Group with a strong presence in all key markets in 89 countries. Ipsos is one of the world’s leading independent market research companies worldwide controlled and managed by research professionals.Ipsos researchers assess market potential and interpret market trends. They develop and build brands, help clients build long-term relationships with their customers, test advertising and study audience responses to various media and measure public opinion around the globe.Ipsos takes an approach that combines the skills in its lines of specialization to deal with its clients’ issues and offer them innovative and comprehensive solutions to make the world easier and faster in order to navigate and inspires our clients to make smarter decisions.
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