As mobile penetration rates approach 200 percent in the region, the adoption of the medium by publishers and advertisers will also grow over the coming years. This reflects the role these ubiquitous devices play in targeting consumers ever more precisely.
Following its recent study of the usage of mobile devices in the region and the opportunities they present, Integral-OMG, the research arm of Omnicom Media Group MENA, partnered with specialist digital marketing agency Resolution and Google to produce a comprehensive mobile white paper, ‘Upward Mobility: Reflecting on the Growth of Mobile in MENA’.
The usage of mobile devices continues to surge at exponential rates. Integral-OMG’s research shows that an average smartphone user in the region currently spends upwards of four hours on these devices. Google reports that consumers in the UAE have an average of three Internet-enabled devices and that mobile accounts for 50 perce of YouTube viewership in Saudi Arabia.
It is therefore no surprise that mobile today is more than just a device or a channel – it’s essentially becoming a habit and one that allows marketers to reach their target consumers in a more effective way. More and more, advertisers regard it as a valuable medium and plan to increase their investments in it. By 2020, Omnicom Media Group estimates that 58 percent of all digital investments in the region will be on mobile.
‘Upward Mobility’ provides further insights on consumer behavior around the device, the emergence of the second screen in television consumption and the rise of mobile transactions in the region. While there is a lag, both globally and regionally, between users’ adoption of the medium and that of advertisers and publishers, this gap is being bridged over time. The paper outlines what changes need to take place for all parties to realize the full potential of this ubiquitous platform.
“Our latest white paper takes a closer look at the state of mobile in the region and analyzes the implications on the communications industry,” said Ziad Skaff, Regional Executive Director – Research and Insights at Omnicom Media Group MENA. “It not only goes beyond the top-line penetration and usage figures, but also explores the behaviors of users, advertisers and publishers. Mobile devices will continue to transform the way we target and communicate with consumers. In order to capitalize on the opportunities presented by the media, the mindset of the industry has to similarly evolve,” he added.
Wassim Kabbara, Head of E-commerce, Retail and Local at Google MENA, said: “The region has one of the highest number of smartphone users in the world. With more than half of search queries and YouTube views coming from mobile, and 90 percent of users who are online daily on their devices, the opportunities are endless. One of our top priorities in MENA is to help businesses become mobile leaders in their own right, offer best practices and help them innovate through this medium beyond just advertising.”
‘Upward Mobility’ is the latest in a series of white papers that are published by Omnicom Media Group MENA.