The Middle East and Africa is two regions in one, each with distinctive characteristics. But what unites the two is the importance of the smartphone, with a considerable number of internet users in African markets solely going online from mobile devices.
Digital behaviors in MEA spring from trends like “Lite” versions of apps, created for markets where data is expensive. And while mobile payments are lower than in other regions, internet banking, used by 64%, is almost as popular as in Europe.
To truly understand the behavior of a mobile-first audience, explore below.