Emar­keter and Star­com Me­di­avest Group on the State of the Global Me­dia Land­scape

ArabAd - - STUDY -

emar­keter, in col­lab­o­ra­tion with Star­com Me­di­avest Group (SMG), has re­leased its an­nual “Global Me­dia In­tel­li­gence (GMI) Re­port” on key dig­i­tal trends world­wide. This is the fifth year run­ning that emar­keter and SMG have worked to­gether to de­velop this pub­li­ca­tion.

The re­port is emar­keter’s largest, most com­pre­hen­sive snap­shot of the cur­rent state of me­dia con­sump­tion world­wide, cov­er­ing six ma­jor re­gions—asia-pa­cific, Cen­tral and East­ern Europe, Latin Amer­ica, Mid­dle East and Africa, North Amer­ica, and Western Europe—and 48 coun­tries.

“The 2015 Global Me­dia In­tel­li­gence Re­port shows that mobile con­tin­ues to pen­e­trate the global mar­ket, with 61.1% of the global pop­u­la­tion us­ing mobile phones in 2015. That num­ber is ex­pected to in­crease to 67.1% by 2019,” said Kate Sirkin, ex­ec­u­tive vice pres­i­dent and global di­rec­tor of au­di­ence and mea­sure­ment at SMG. “As mobile us­age in­creases glob­ally, so does the need for data and pre­ci­sion mar­ket­ing to fuel ad­ver­tis­ers’ abil­ity to get closer to the point of pur­chase through e- and m-com­merce.”

With re­gards to the Mid­dle East & Africa (MEA) re­gion, which has suf­fered set­backs in the past year, as civil un­rest, es­ca­lat­ing vi­o­lence, po­lit­i­cal in­sta­bil­ity and med­i­cal crises af­flicted the re­gion, here are some high­lights from the re­port. One of the stand-out find­ings was that the re­gion is among the fastest-grow­ing and largest mobile mar­kets, with ap­prox­i­mately 606 mil­lion peo­ple, or roughly 43% of its en­tire pop­u­la­tion, own­ing at least one phone in 2015. Smart­phone us­age is also rapidly climb­ing in the re­gion.

MEA, the world’s sec­ond-largest mobile phone mar­ket

The Mid­dle East and Africa (MEA) is one of the world’s most vi­brant and fast-grow­ing mobile mar­kets—and one of the largest. Only Asia-pa­cific can boast more mobile phone users. emar­keter es­ti­mates that just over 606 mil­lion peo­ple in the Mid­dle East and Africa will have at least one mobile phone this year, and the to­tal will pass 789 mil­lion in 2019.

Smart­phone us­age in many Mid­dle East­ern mar­kets jumped again in 2014. Ac­cord­ing to Ip­sos Me­di­act, 79% of Saudi Ara­bia’s en­tire pop­u­la­tion used an ad­vanced hand­set last year; in UAE the cor­re­spond­ing fig­ure was 91%, a gain of nearly 20 per­cent­age points in a sin­gle year. In Kuwait, pen­e­tra­tion rose from 49% to 86% in just two years, Ip­sos re­ported.

Smart­phone us­age in the Mid­dle East and Africa is climb­ing more rapidly than emar­keter pro­jected a year ago, and the fore­casts were re­vised up­ward. It is now es­ti­mated that the smart­phone pop­u­la­tion in MEA will pass 106 mil­lion this year. On the other hand, fewer than 18% of mobile phone users in the re­gion will have such a de­vice. In 2019, that share is ex­pected to reach 22.0%, as the num­ber of res­i­dents with a smart­phone ap­proaches 174 mil­lion.

Two seg­ments of the pop­u­la­tion are driv­ing smart­phone us­age: con­sumers trad­ing up from more ba­sic fea­ture phones, and new sub­scribers—par­tic­u­larly younger, af­flu­ent in­di­vid­u­als—en­ter­ing the mar­ket at a time when smart­phones are af­ford­able for them. Tablets are also pro­lif­er­at­ing, though cost is still a bar­rier for many con­sumers.

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