Insights into the App Economy in MENA
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Taking a look into the growing app economy throughout the Middle East & North Africa region, we examine who the typical consumer is, what they are looking for and how they find it.
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Insights into the App Economy in MENA
- 1. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com LONDON – SINGAPORE – DUBAI OnDeviceResearch.com App Economy - MENA Nader Kobeissi
- 2. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com On Device Research uses the mobile internet to gain access to consumer opinions at any time or place. The company has conducted over 25 million surveys in 85 countries, and has offices in London, Dubai and Singapore.
- 3. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Methodology + sample • Mobile panel lists answer survey in their browser • Survey automatically optimised for their device to offer best experience • Sample is representative of the smartphone owners in each country • Sample of N=500 per country in: Jordan, Lebanon, Egypt, UAE & KSA • Profiled on age, gender, region, nationality and income
- 4. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com App economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com How many apps have you downloaded in the past month? 52%Download 5+Apps 2%Download 0 Apps
- 5. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 51% Saudi Arabia 41% UAE 32% Egypt 40% of mobile internet users pay to download Apps 41% Lebanon 35% Jordan
- 6. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Games & Social Media related Apps are the most popular 14% 15% 16% 18% 20% 21% 27% 28% 37% 60% Lifestyle Weather Health & Fitness Shopping Photography and video Education Sports Music Social media Games Most Downloaded Apps…
- 7. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Different clusters of apps used by different profiles of consumers Business Lifestyle Games Music Social media Education Health & Fitness Finance News and magazines Photography and video Shopping Sports Travel Weather Utilities 15% 20% 25% 30% 35% 40% 29% 31% 33% 35% 37% 39% 41% 43% 45% %Female % Over 30 Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity
- 8. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Business Lifestyle Games Music Social media Education Health & Fitness Finance News and magazines Photography and video Shopping Sports Travel Weather Utilities 15% 20% 25% 30% 35% 40% 29% 31% 33% 35% 37% 39% 41% 43% 45% %Female % Over 30 Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity
- 9. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Business Lifestyle Games Music Social media Education Health & Fitness Finance News and magazines Photography and video Shopping Sports Travel Weather Utilities 15% 20% 25% 30% 35% 40% 29% 31% 33% 35% 37% 39% 41% 43% 45% %Female % Over 30 Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity
- 10. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Business Lifestyle Games Music Social media Education Health & Fitness Finance News and magazines Photography and video Shopping Sports Travel Weather Utilities 15% 20% 25% 30% 35% 40% 29% 31% 33% 35% 37% 39% 41% 43% 45% %Female % Over 30 Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity
- 11. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com App store ranking & reviews central to App discovery 10% 17% 19% 30% 30% 32% 37% Appfinder' app Recommendations - media / blogs Advertising / Marketing App store - Featured section App store - Bestseller lists Recommendations - friends App store - random browsing How do you find new apps?
- 12. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 44% of consumers use In-App purchases Purchase
- 13. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 39% of people said they would make a one off payment within an App to avoid advertising 39% 37% 29% 19% To avoid advertising Additional content Buy something which has been previewed on screen Shortcuts (e.g. reaching the end of a level, buying more lives)
- 14. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 3% Purchase apps + Don’t do In-app 53% Never spend money on apps 37% Purchase Apps + Do In App Purchases 8% In-app purchases + Don’t purchase apps Purchase in-app
- 15. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 58% of 40 to 49 year olds pay for apps, compared to 43% of 19-24 year olds Purchase Apps or use In-App Payments 43% 49% 50% 58% 19-24 25-29 30-39 40-49
- 16. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com App economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 22% said they don’t spend more on Apps because they don’t find interesting enough Apps 20% I don’t trust the payment security 19% I have to share too much personal information 16% I can’t find what I want to buy
- 17. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com App economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 35% of Smartphone owners in the KSA said that engaging with a brand they know is the number one factor that will build their trust in mobile payment …
- 18. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com What would build your trust in mobile apps and payments? 11% 12% 18% 22% 25% 26% 28% 28% Directed by a school or employer Having bought from the merchant before Full disclosure about intentions of my personal information Directed by a friend or relative Greater efforts made towards in personal data protection Engaging with brands I know Positive reviews or feedback ratings An app which protects security and privacy
- 19. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 81% Saudi Arabia 39% UAE 67% Egypt 81% of people in the KSA download Arabic apps vs. 39% in the UAE 54% Lebanon 70% Jordan
- 20. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com App economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com People in the GCC don’t download more Arabic Apps cause they don’t find what they want nor find the Arabic Apps of good quality Why don't you download more Arabic mobile Apps? 12% 16% 16% 30% 31% 34% I don’t trust Arabic mobile apps I had previous bad experiences with Arabic mobile apps I don't know how to find Arabic mobile apps I don't find them of good quality I don’t find what I want in Arabic mobile apps I prefer international apps
- 21. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com App economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com 1. Discovery ofApps is based on reviews & ratings more than on Marketing/Advertising 2. Large number of people willing to pay either for Apps or in-Apps 3. Great need for betterArabic content
- 22. App Economy - MENA LONDON - SINGAPORE – DUBAI OnDeviceResearch.com Get in touch Nader Kobeissi nader@ondeviceresearch.com +971 55 154 6263 @naderkob www.ondeviceresearch.com