Recent surveys, including the 2015 “Media Use in the Middle East” report by the Northwestern University in Qatar, and 2014 stats by Go-Gulf, deliver hard hitting insights into how mobile is the new platform for MENA users to engage with video and news content.
Regional languages are important. 9 out of 10 respondents followed media in Arabic, which means local premium content on mobile is more relevant than ever.
Despite the prevalence of social media apps, 55 percent of users use the Internet to read news daily, while 40 percent stream videos daily. These traffic patterns point to interesting and viable sources of traffic for non-social media platforms.
Mobile traffic is rising region-wide, with mobile platforms accounting for 39 percent of all data traffic, up from 10 percent in 2013. 94 percent of Internet users in MENA accessed the Internet via a mobile phone at least once a month in 2014. In fact, more people access the Internet on a phone than on a computer in all countries surveyed, except Egypt. This accessibility is a key driver in mobile reaching a tipping point in terms of mass consumption.
Mobile Internet user penetration in the ME stood at 54.4 percent in 2014, and will rise to 59.7 percent by 2017. Mobile is becoming an extremely powerful platform for users to access content online.
39 percent of mobile users in the Middle East are 18-24 years old, with 25-35 year olds following at 26 percent. For brands, this is a powerful, relevant and influential demographic to reach out to.