MENA Lags in Online Shopping
Effective Measure / Spot On PR survey shows 32% of MENA Internet users shop online: GCC most active region with 43% of users buying online
Dubai 21st September 2010
Just three in ten Internet users in the Middle East and North Africa purchase goods and services online according to a new survey published by online research company Effective Measure and Spot On Public Relations. The survey of almost 7,000 Internet users across the MENA region shows that the GCC leads with some 43% of Internet users buying products or services online. However, overall the region lags behind other markets when it comes to online shopping, particularly when compared with developed markets such as the United Kingdom, where some 62% of all Internet users shop online.
“There is undoubtedly enormous potential for growth in the MENA online retail sector, as well as an immediate opportunity for targeted marketing to effectively reach the significant audience that’s already actively buying online,” said Brendon Ogilvy, Vice President, digital insight at Effective Measures. “Despite the fact that the overall level of online shopping activity is low, at 32% of Internet users, that still represents a market of more than 20 million online shoppers across the Arab world. The new survey report provides some useful insights for brands in the region investing in online marketing or considering consumer e-commerce initiatives.”
Whilst the survey shows many similarities between the habits of female and male buyers online, female shoppers are more likely to buy clothes and accessories, while men are more likely to buy electronics. In general, men are also more likely to shop online, with those between 30-50 years of age being the most active shoppers. In the GCC, top buys online during June, July and August 2010 include airline tickets (31%), hotel reservation and tourism services (15%), books (15%), computer software (14%) and clothing, accessories and shows (12%). 8% of respondents bought music, while 10% bought videos/DVDs and games.
“It will come as no surprise to many that the GCC has the most advanced online commerce market, but the survey shows some much needed perspective for online marketers in the region,” said Spot On PR managing director Carrington Malin. “While GCC leads the region’s online buying with four in ten Internet users buying online at least once a month, only two in ten Internet users buy online in the Levant and North Africa. There are also some clear differences in products and services purchased from region to region.”
The Effective Measure | Spot On PR survey was carried out in September 2010. The survey was conducted online via the Effective Measure survey technology (active across more than 100 websites in MENA). Total sample size was n=6998.
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About Spot On Public Relations
Spot On Public Relations is an integrated communications firm that helps organisations position, communicate and differentiate themselves online and offline. With a 15-year track record of managing communications for international companies, government departments and NGOs in the Middle East, Spot On offers strong strategic counsel and relevant local experience. The firm offers a broad range of services including event management, media relations, social media marketing, marketing communications, online communications, public affairs and strategic communications planning.
Spot On Public Relations is the Middle East network partner of Brodeur Partners and a founder member of the Middle East Public Relations Association (MEPRA).
Alexander McNabb | +9714 3491686
About Effective Measure
Effective Measure provides cutting edge digital audience measurement, website rankings, Internet demographics and market intelligence for website publishers, agencies and digital marketers.
Effective Measure’s patent-pending digital helix methodology overcomes problems with cookie deletion and unique visitor audience calculation. The solution increases visitation, client visibility and advertising revenue by providing independent third-party analytics to publishers and advertisers around the world.
For more information visit www.effectivemeasure.com