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App Economy - MENA

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App Economy - MENA Nader Kobeissi


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On Device Research uses the mobile internet to gain access to consumer opinions at any time or place. The company has conducted over 25 million surveys in 85 countries, and has offices in London, Dubai and Singapore.


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Methodology + sample Mobile panel lists answer survey in their browser Survey automatically optimised for their device to offer best experience Sample is representative of the smartphone owners in each country Sample of N=500 per country in: Jordan, Lebanon, Egypt, UAE & KSA Profiled on age, gender, region, nationality and income


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How many apps have you downloaded in the past month? 52% Download 5+ Apps 2% Download 0 Apps


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51% Saudi Arabia 41% UAE 32% Egypt 40% of mobile internet users pay to download Apps 41% Lebanon 35% Jordan


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Games & Social Media related Apps are the most popular Most Downloaded Apps…


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Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity


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Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity


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Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity


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Different clusters of apps used by different profiles of consumers Further to the right = Older Higher Up = More Female Larger the bubble = Greater Popularity


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App store ranking & reviews central to App discovery How do you find new apps?


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44% of consumers use In-App purchases Purchase Cancel


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39% of people said they would make a one off payment within an App to avoid advertising


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3% Purchase apps + Don’t do In-app 53% Never spend money on apps 37% Purchase Apps + Do In App Purchases 8% In-app purchases + Don’t purchase apps Purchase in-app


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58% of 40 to 49 year olds pay for apps, compared to 43% of 19-24 year olds Purchase Apps or use In-App Payments


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22% said they don’t spend more on Apps because they don’t find interesting enough Apps 20% I don’t trust the payment security 19% I have to share too much personal information 16% I can’t find what I want to buy


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35% of Smartphone owners in the KSA said that engaging with a brand they know is the number one factor that will build their trust in mobile payment …


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What would build your trust in mobile apps and payments?


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81% Saudi Arabia 39% UAE 67% Egypt 81% of people in the KSA download Arabic apps vs. 39% in the UAE 54% Lebanon 70% Jordan


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People in the GCC don’t download more Arabic Apps cause they don’t find what they want nor find the Arabic Apps of good quality Why don't you download more Arabic mobile Apps?


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1. Discovery of Apps is based on reviews & ratings more than on Marketing/Advertising 2. Large number of people willing to pay either for Apps or in-Apps 3. Great need for better Arabic content


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Get in touch Nader Kobeissi nader@ondeviceresearch.com +971 55 154 6263 @naderkob www.ondeviceresearch.com


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