This data revealed a steady week-on-week growth of 1.06% from January to February, highlighting the promising development of internet consumption in the region. Effective Measure vice president of digital insights, Brendon Ogilvy, said, “Effective Measure’s MENA footprint is a strong indicator of the progress in the region’s internet space. What is most exciting about this thriving environment is the ability for innovative ideas to be created and shared – ultimately benefiting everyone in the region, from consumers from all walks of life to small or big businesses.”
Effective Measure collects up-to-date audience profiles from over 300 000 active panellists in the region. Detailed data is sectioned into demographic, segmentation (psychographic) and location, with audience data on 40 site sub-categories and 650 individual tagged sites indexed against the MENA average. In January, a 4.65% increase in unique browser count contributed to the 2.7-billion web pages viewed in MENA on mobile and PC. Over 265-million pages were viewed on mobile, up 0.6% from the previous month. The 25-30 year old age group led with 24.1%
audience market share, mirroring the consumption patterns of healthy emerging economies such as South East Asia.
In February, Effective Measure added a new feature that enables media planners to generate instant market intelligence on the profiles belonging to 95.3-million users in MENA. This complimentary feature responds to the market’s need for real-time reporting, featuring comprehensive data based on detailed profiling options, which can be shared quickly. OpenView is the preferred media-planning tool in three emerging markets including MENA and will be launched across other markets shortly.
For more information on MENA’s internet population, or to request a tour of the enhanced OpenView, contact the Effective Measure MENA team at
[email protected] or call +971 4 4341302.