INTELLIGENT BRANDS // Mobile Technology
At a glance…
Mobile sales share across
Middle East surpass world
average
Criteo, the performance marketing technology company, has
found that the mobile share of all digital sales in the Middle East
is 38.8%, which is higher than the world-wide average of 35%,
according to Criteo’s Q3 State of Mobile Commerce Report. The
study, which analysed industry wide trends, provides marketers
with fundamental mobile commerce intelligence for engaging
consumers and increasing sales.
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Criteo’s research highlights that the share of smartphones of
mobile sales in KSA and the UAE is at a substantial 79%, outshining
their tablet counterparts, which hold a current share of 21 per cent.
This trend has been observed globally, but is significantly higher in
the Middle East. Additionally, Criteo found that mobile order values
compared to those of desktop are at a ratio of 82 to 100.
“Mobile must be given increasing importance by ad strategies
in order to effectively engage with tech savvy consumers in
this day and age, and marketers must closely monitor the
consumer’s purchase journey if they want to entice buyers
and capitalise on sales,” said Dirk Henke, Managing Director
Emerging Markets, Criteo.
Criteo’s findings are in line with the region’s current ecommerce
and technology trends, especially with operators in the UAE
implementing high-speed mobile internet upgrades to cater to
growing consumer demand. According to Ericsson’s mobility
report for the MENA region, mobile data traffic is expected to
grow 16 times greater than the current 2015 rate, validating the
potential mobile has in terms of purchasing power. 2015 has
already witnessed a growth of 80% in mobile traffic from the
previous year, with the share of mobile digital sales in KSA and
UAE markets rising up to 38.8%.
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