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Connected Consumer Survey 2018: digital services in the Middle East and North Africa

Inigo Barker Analyst

"A perceived lack of security overtook usability as the greatest obstacle to mobile commerce in the Middle East and North Africa."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the Middle East and North Africa (MENA). In particular, it focuses on respondents' usage of digital services.

This report:

  • discusses the main ecommerce trends in MENA, including the type of devices that consumers use to purchase goods, the frequency of these payments and the main payment mechanisms for ecommerce as well as physical payments
  • provides insight into the organisations that consumers in these regions are most willing to trust
  • analyses consumer interest and ownership of various connected devices.

Survey data coverage:

The research was conducted between August and October 2018. The survey groups were chosen to be representative of the mobile-Internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There was a minimum of 750 respondents per country, and 4500 respondents in the region.

Geographical coverage:

  • Morocco
  • Oman
  • Qatar
  • Saudi Arabia
  • UAE