WARC, 2 December 2011
DUBAI: Some 40% of web users in the Middle East and North
Africa regularly spread word of mouth about goods and services, meaning brands
could gain major benefits from engaging this audience.
Effective Measure, the digital solutions firm, argued in a
new study that 84m people in this area currently utilise the internet, with
North Africa delivering 44% of total, the Gulf countries on 43% and the Levant
yielding 11%.
Over the course of 2011, the number of people across this
geography with web access has grown by an average of 6.3% per month, including
an 11.5% improvement in October 2011.
Some 1.9bn pages are viewed by the local connected community
each month on mobile and PC. This figure is rising by an average of 5.4% per
month, according to the analysis.
Almost a quarter of the local online population are aged
between 25 and 30 years old, the largest single group, while 21–24 year olds
and 31–34 year olds added another 14% apiece.
Based on a survey of web users, Effective Measure also
revealed 80% of netizens accessed this channel every day, and 62% "loved
researching for a good bargain".
A further 40% frequently spread electronic word of mouth
about products and services, 68% "enjoyed" persuading others"
and 65% afforded "explaining things" to friends and family a similar
status.
Effective Measure Regional Director, MENA, Dinesh
Arasaratnam, said: "With the internet serving as the world's largest
marketplace, positive word of mouth from satisfied consumers can add value and
credibility to an emerging digital economy.
"The time is ripe for online retailers, as well as
brick and mortar businesses, to tap into the voices of MENA's internet users to
grow e-Commerce opportunities across the region."
Data sourced from Effective Measure; additional content by
Warc staff
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