The Connected Consumer Survey 2016: OTT and digital economy services in the Middle East and North Africa
Table of contents
About this report
Executive summary
Operators in MENA need to respond to the high levels of voice and video calling on apps, driven by the large numbers of foreign nationals
Operators could play an important role in fostering the development of ecommerce in MENA, but they need to focus on service quality first
Mobile operators have started to regain some of the consumer trust lost to global technology players in previous years
Recommendations
OTT Communications Apps
WhatsApp is the dominant communications app in the region; voice and video capabilities remain popular despite attempts to block them
WhatsApp is commonly used on a standalone basis but most respondents use a combination of apps
Voice and video calling are driving usage of communications apps, in contrast to other regions where messaging is the main driver
Many users are concerned about the quality of experience for VoIP services but price is the main driver in the voice market
Communications app usage differs starkly between local and foreign nationals
The impact of regulatory restrictions on OTT usage is unclear; a side-effect is to limit the options of operators in the region
Payments And Ecommerce
Except for a small and growing percentage of frequent users, ecommerce providers face challenges to incentivise regular purchase activity
As MENA consumers embrace mobile commerce, operators need to ensure the quality of their mobile data services
Operators in MENA enjoy higher levels of trust than most organisations except global technology giants
Operators could lead the region’s transition from cash to digital payments for ecommerce
MENA’s fragmented mobile money market and consumers’ preference for cash leaves few potential winners
Methodology And Panel Information
About The Authors And Analysys Mason
List of Figures
Figure 1: Penetration of selected communications apps, by country
Figure 2: Proportion of respondents making at least monthly purchases online, by country
Figure 3: Willingness to trust an organisation with personal data in exchange for a benefit, MENA
Figure 4: Penetration of selected communications apps, by country
Figure 5: Intersection of major communications app communities in Oman
Figure 6: Intersection of major communications app communities in UAE
Figure 7: Features used on communications apps, by country
Figure 8: Reasons given by respondents for not using OTT voice services, by country
Figure 9: OTT communications usage by market segment, GCC countries
Figure 10: Status of regulators’ approach to permitting or blocking OTT services in MENA at December 2016, by country
Figure 11: Frequency of online purchases, MENA
Figure 12: Proportion of respondents making at least monthly purchases, by country
Figure 13: Percentage of respondents who make online purchases, by country and device type
Figure 14: Willingness to trust an organisation with personal data in exchange for a benefit, MENA
Figure 15: Payment method used when ordering online, by country
Figure 16: Penetration of mobile money and credit transfer services among respondents, MENA
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