Market Data

Middle East and North Africa Digital Consumer Report

By Econsultancy / Real Opinions ,

The Middle East and North Africa Digital Consumer Report is based on a Real Opinions survey of more than 2,000 consumers across different regions in MENA, including North Africa, the Levant and the GCC. 

The 55-page report looks at internet usage in the Middle East and North Africa, including how many consumers use the internet to research products and purchase goods and services online. The report also examines the extent to which consumers use a wide range of online channels, including mobile, social media, search and email. There is also information on the barriers preventing consumers from buying online. 

The survey findings cover the whole of the Middle East and North Africa and are broken down for different regions. Certain questions are split out further for Saudi Arabia and the UAE. The results show that cultural, demographic and population differences between Middle Eastern countries can have far-reaching consequences for marketers in this region.

The report findings are divided into the following sections: 

  • Internet usage
  • Smartphones
  • Online purchases
  • Payment cards
  • Social media
  • Search
  • Email 
Highlights include: 
  • Over a quarter of consumers (27%) occasionally purchase products online, while only 6% make regular purchases. 
  • Almost half of consumers (48%) say they occasionally use the internet either for looking for products or for researching planned purchases. 
  • The barriers ot buying online the lack of trust in payment, which is cited by 43% of respondents in this survey.
  • Social networking is the most popular online activity across the Middle East with 88% of consumers reporting they use the internet for this daily. 
  • Facebook is overwhelmingly the most popular social media site in the Middle East, with some 98% of respondents stating they use the site.

Table of contents

  1. Executive Summary and Highlights
  2. About Econsultancy
  3. About Real Opinions
  4. Methodology and sample
  5. Findings
    1. Internet usage
      1. Use of the internet
      2. Time spent online
      3. Location of internet broadband
    2. Smartphones
      1. Internet-enabled smartphones
      2. Activities carried out using smartphones
    3. Online purchases
      1. Use of the internet for researching products
      2. Purchasing products and services online
      3. Barriers preventing online purchase
      4. Types of products purchased online
    4. Payment cards
      1. Ownership of payment cards
      2. Use of payment cards for online purchases
      3. Consumers considering payment cards for online purchases
    5. Social media
      1. Use of social media websites
      2. Adding comments in online discussions
      3. Ratings and reviews
      4. Liking brands on Facebook
      5. Following brands on Twitter
    6. Search
      1. Use of search engines
      2. Language for search
      3. Sponsored listings
    7. Email
      1. Subscribing to email newsletters
      2. Purchases resulting from email newsletters
  6. Respondent profiles
    1. Gender
    2. Age
    3. Geographic location

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Middle East and North Africa Digital Consumer Report (534 KB PDF)
  • Pdf Disabled Middle East and North Africa Digital Consumer Report (2.37 MB PDF)

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