The MENA region is a digital trailblazer.
Platforms like 𝕏 (formerly Twitter), Snapchat, and Spotify aren't just popular here – they're outperforming their global stats. This move away from traditional media opens up exciting possibilities for savvy marketers.
According to the Media Essentials 2024 report, covering Saudi Arabia, Egypt, and Morocco, while big platforms have a wide audience, digging deeper into specific consumer groups reveals some interesting niche preferences.
MENA consumers are super connected, with 84% digital penetration in the countries studied. This translates into a big love for online shopping, with over 60% of consumers making at least half their purchases digitally. Saudi Arabia takes the lead here, favoring online shopping even more than the rest of the region. This digital enthusiasm, especially among those who love new tech and premium products, makes MENA a hot spot for innovative and luxury brands.
Social media is a huge influencer for MENA shoppers, both when they're browsing online and in brick-and-mortar stores. 87% of consumers use their phones to research products while shopping in person. This means creating a seamless experience across online and offline channels is key. Also, platforms like Spotify in Egypt and Snapchat in Saudi Arabia have exceptional reach, making them a goldmine for targeted marketing campaigns.
Marketers need to get a handle on this tech-savvy region to win in MENA.
Did you know?
“I'm delighted to share Aleph Media Essentials with our industry colleagues. Our proprietary research dives deep into the future landscape of media, advertising, and shopping covering 30 markets around the world including 3 key MENA markets, namely Saudi Arabia, Egypt, and Morocco. These countries are at the forefront of dynamic shifts in consumer behavior and market trends, making their insights particularly relevant for shaping strategies in our industry.”
