thirds of consumers in the Middle East use the Internet to research products and services, according to new research published by Econsultancy and Real Opinions Sunday. The Middle East and North Africa Digital Consumer Report shows that 66 percent of consumers in MENA are using the Internet to look for products or items to buy prior to purchase. The results show that cultural, demographic and population differences between Middle Eastern countries can have far-reaching consequences for marketers in this region. Social networking is the most popular online activity across the Middle East with 88 percent of consumers reporting they use the Internet for this daily. In the Gulf states, email is the most frequent activity undertaken on the Internet, with 87 percent reporting they use email daily. Some 80 percent undertake social networking daily. Typically, Internet users in the Middle East spend more than two hours online every day. More than a third of respondents (38 percent) report spending between two and five hours online, while another 34 percent spend more than five hours online daily. Facebook is overwhelmingly the most popular social media site in the Middle East, with some 98 percent of respondents stating they use the site. Over three-quarters of respondents (77 percent) say they have "liked" a brand on Facebook. Slightly more consumers in the Levant region (82 percent) have "liked" brands on Facebook. The report further shows that consumers are using the Internet both at home and work. While the majority have internet broadband access at home, the proportion of respondents with internet at work varies significantly by country. The UAE has a strong reputation for business and consequently has 69 percent of respondents with broadband access at work, far higher than in other parts of the Middle East. The majority of consumers (86 percent) in this survey typically have Internet broadband access at home. Some 35 percent also have broadband at work. The report also shows that a third of consumers are currently purchasing products online, and this includes 27 percent who purchase occasionally and 6 percent who regularly buy online. Online consumers are paying for a wide of products. Flights are widely bought on the Internet in the Middle East, but other things paid for online include hotel reservations, utility bills and books. Some 39 percent of respondents currently do not buy online but report they intend to, indicating that consumer interest in e-commerce is set to grow in the region. Some of the barriers to buying online include a lack of trust in payment systems, unsuitable payment options and the lack of online retailers. Econsultancy's Research Manager, Aliya Zaidi said: "The good news is that consumers want to purchase online and interest in e-commerce is rapidly growing, spelling out a clear opportunity for companies investing in digital channels. As more companies launch transactional online sites, consumers will become increasingly familiar with Internet shopping." The report further reveals that consumers are using the Internet on their mobiles with 77 percent of respondents carrying out social networking, and 70 percent using email on their smartphone.
