2016 MENA Digital Landscape
Digital media consumption in MENA has increased significantly over the past five years and is currently reaching a high proportion of the population. Audience media consumption is changing as people are accessing video content across different platforms. Marketers are still relying on TV as the main vehicle to deliver their campaigns, however, they are amending their strategies to encompass digital media and specifically digital video platforms necessitating the need for measurement and analysis that can provide insights to ensure more informed decisions.
Due to the technology revolution, digital media is evolving rapidly. The digital consumption is growing and its measurement is becoming increasingly challenging.
Even though passive measurement is becoming a privilege for online audience studies, survey studies still play a major role in structuring demographic profiles and related interests with perception.
During 2016 and in order to frame the digital landscape, Ipsos has introduced many digital audience studies along with strategic analyses tools designed to fuse and combine multimedia audience measurement and initiate cross-planning and post-test solutions.
In general, 2016 showed a significant increase in mobile Internet penetration. - Millennials are the most connected to the Internet across different platforms. - Facebook and Youtube have the highest reach and competing across all countries. - Search is mainly used on desktop. - Video platforms are increasing. - Local e-commerce websites are playing a major role in changing purchase behaviour. - News sites are still playing a key
role but in the shadow of social