STUDY: The Middle East Is The Mobile East, And Facebook Has A Strong Regional Presence

By David Cohen 

MiddleEastTVMobileDevice650The Middle East region is more mobile-friendly than you might think, as a recent study by global market research agency Ipsos, commissioned by Facebook, found that 43 percent of respondents in Egypt, Saudi Arabia, and the United Arab Emirates use at least one other device while watching television, with that figure soaring to 76 percent when isolating the UAE.

Other findings in the study included:

  • 77 percent of Facebook monthly active users in the region who responded access the social network during primetime hours.
  • Facebook’s reach in the three countries studied by Ipsos was at least 1.3 higher than that of other major digital platforms.
  • When comparing Facebook’s reach with that of old media, Ipsos found that Facebook reaches 1.3 times more people than newspapers in Egypt, 1.4 times more than radio in the UAE, and 1.5 times more than magazines in Saudi Arabia.
  • The percentages of respondents who interacted with brands on Facebook were 74 percent in the UAE, 68 percent in Saudi Arabia, and 49 percent in Egypt.

In a Facebook for Business post announcing the results, the social network said:

As brands and agencies expand into high-growth markets, we decided to take a closer look at multiple-device use and the role Facebook plays in the Middle East and North Africa. So we commissioned a study from global market research agency Ipsos that examined these questions in Egypt, Saudi Arabia, and the United Arab Emirates. This research sheds new light on how people throughout the Middle East and North Africa are connecting today.

In high-growth markets like the three we surveyed, marketers must operate with a mobile-first mentality. Mobile has also become the screen of choice when multi-screening, and Facebook is often the mobile platform of choice. For marketers operating with a mobile-first mentality, Facebook provides consistency across devices, offering a ready-made, multiscreen platform that can help amplify your message.

Readers: Did any of the findings by Ipsos surprise you?