Plus7, the Middle East’s premium mobile advertising network, unveiled the results of a first of its kind research study on mobile advertisingat The Mobile Show. Plus7 conducted the study across six GCC countries (UAE, Saudi, Qatar, Kuwait, Bahrain and Oman) and Egypt to analyze the average consumer’s mobile internet consumption habits and their attitude towards e-commerce in the region.
Ashwin Salian, Co-founder and Director of Plus7 commented, “The study shows that consumers usually look for information on the mobile web via sites and applications before they make any product or service purchases. We believe that this is a key indicatorof why consumer brands must reconsider the way they market their brands.”
“Although mobile advertising is still in its infancy in this region, this study demonstrates that the uptake of mobile internet and e-commerce is quite high. The adoption of smartphones, 3G networks and data plans provides a ripe environment for advertisers looking to reach consumers through a variety of platforms including mobile browsers and apps. As usage increases, mobile advertising will play a key role in the development of the mobile ecosystem,” added Sagar Shetty, Co-founder and Director of Plus7.
Key highlights from the study include:
• Consumers are using the mobile internet to access news, information, social networks and email
• More than half the respondents surveyed indicate that they access mobile sites and applications daily, with the frequency being higher amongst males
• In the UAE, over 50% of respondents have downloaded over 10 applications with usage skewed towards males between 25-50 years.
• In KSA, the preferred method of accessing mobile information and news is via mobile sites.
• In the UAE, KSA and Egypt products purchased (or likely to be purchased) on the mobile are related to Entertainment, Technology and Travel
• In terms of attitudes towards eCommerce, more than half the respondents preferred cash on delivery over credit cards when making purchases via their mobile phones.
