Insights into the App Economy in MENA

App Economy - MENALONDON - SINGAPORE – DUBAI

OnDeviceResearch.com

LONDON – SINGAPORE – DUBAI


App Economy - MENANader Kobeissi



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.



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



App economy - MENA LONDON - SINGAPORE – DUBAI


How many apps have you downloaded in the past month?

52% Download 5+ Apps

2%

Download 0 Apps



51% Saudi Arabia 41% UAE32% Egypt

40% of mobile internet users pay to download Apps

41% Lebanon35% Jordan



Games & Social Media related Apps are the most popular

Lifestyle

Weather

Health & Fitness

Shopping

Photography and video

Education

Sports

Music

Social media

Games

14%

15%

16%

18%

20%

21%

27%

28%

37%

60%

Most Downloaded Apps…



Different clusters of apps used by different profiles of consumers

29% 31% 33% 35% 37% 39% 41% 43% 45%15%

20%

25%

30%

35%

40%

Business

Lifestyle

Games

MusicSocial media

Education

Health & Fitness

Finance

News and mag-azines


Shopping

Sports

Travel

Weather

Utilities

% Over 30

% F

emal

e

Further to the right = Older

Higher Up = More Female

Larger the bubble = Greater Popularity



29% 31% 33% 35% 37% 39% 41% 43% 45%15%

20%

25%

30%

35%

40%

Business

Lifestyle

Games

MusicSocial media

Education

Health & Fitness

Finance

News and mag-azines


Shopping

Sports

Travel

Weather

Utilities

% Over 30

% F

emal

e







29% 31% 33% 35% 37% 39% 41% 43% 45%15%

20%

25%

30%

35%

40%

Business

Lifestyle

Games

MusicSocial media

Education

Health & Fitness

Finance

News and mag-azines


Shopping

Sports

Travel

Weather

Utilities

% Over 30

% F

emal

e







29% 31% 33% 35% 37% 39% 41% 43% 45%15%

20%

25%

30%

35%

40%

Business

Lifestyle

Games

MusicSocial media

Education

Health & Fitness

Finance

News and mag-azines


Shopping

Sports

Travel

Weather

Utilities

% Over 30

% F

emal

e







App store ranking & reviews central to App discovery

Appfinder' app

Recommendations - media / blogs

Advertising / Marketing

App store - Featured section

App store - Bestseller lists

Recommendations - friends

App store - random browsing

10%

17%

19%

30%

30%

32%

37%

How do you find new apps?



44% of consumers use In-App purchases

Purchase Cancel



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

39% 37%29%

19%



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



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

19-24 25-29 30-39 40-49

43%49% 50%

57%





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





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 …



What would build your trust in mobile apps and payments?

Directed by a school or employer

Having bought from the merchant before

Full disclosure about intentions of my personal information

Directed by a friend or relative

Greater efforts made towards in personal data protection

Engaging with brands I know

Positive reviews or feedback ratings

An app which protects security and privacy

11%

12%

18%

22%

25%

26%

28%

28%



81% Saudi Arabia 39% UAE67% Egypt

81% of people in the KSA download Arabic apps vs. 39% in the UAE

54% Lebanon70% Jordan





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?

I don’t trust Arabic mobile apps

I had previous bad experiences with Arabic mobile apps

I don't know how to find Arabic mobile apps

I don't find them of good quality

I don’t find what I want in Arabic mobile apps

I prefer international apps

12%

16%

16%

30%

31%

34%





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



Get in touch

Nader Kobeissi

[email protected]

+971 55 154 6263

@naderkob

www.ondeviceresearch.com

Date post:	14-Aug-2015
Category:	Mobile
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