Samsung still reigns supreme in MENA
New research reveals the preferences, attitudes and behaviours of smartphone users in MENA.
Effective Measure today released “Mobile in MENA 2017,” a research report that shows that 38% of respondents own Samsung mobile devices, while Apple trail with 36%.
The report confirms that mobile phones have well and truly become a part of our daily lives. 78% of MENA smartphone owners use their mobile for over 2 hours a day, while 56% of MENA respondents have made a purchase from a mobile device, 12% were clothing and fashion related purchases and 2% were finance products. As for what we are doing on our phones, the most-read types of content are News, Sport and Technology.
“We started this research because we know professionally and personally how integrated mobile phones are in our lives. What we don’t really know is how MENA audiences in particular use their smartphones. These insights highlight how people in the Middle East and North Africa are changing as consumers,” said Matthew Robarts, MENA MD, Effective Measure.
“Interestingly enough, almost half of people in MENA will click on a mobile advertisement if it was advertising something they wanted and needed. Providing the context and environment are appropriate, the right message at the right time to the right person is more important than ever if brands want to cut through and connect with their target audience.”
The study was conducted by Effective Measure and surveyed 2,796 people between May – July 2017, through desktops exclusively.
