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MARKETING NEWS FLASH |

FACTS & STATS

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  • Region Economic Statistics
    GDP at current prices: $2.303 trillion
    GDP growth rate: 3.51%
    Exports: US $1.194 trillion, Growth Rate: -0.52%
    Imports: US $885 billion, Growth Rate : -1.62%

    More Facts

  • Population Statistics
    The Middle East has a total estimated population of around 1.231 billion people.
    There are a total of 20 countries located in Middle East
  • Trade and Commerce Statistics
    In the Gulf states, duties are only 5 percent, and this has a big impact incentivising imports into the region.
    Exports remained in the positive territory for the seventh successive month, but the 35 per cent growth in shipments in May was lower than that in the same month last year.

    More Facts

  • Top 10 in Middle East
    Biggest Cities:
    1. Karachi, Pakistan - 11,774,000
    2. Dhaka, Bangladesh - 10,979,000
    3. Istanbul, Turkey - 9,413,000
    4. Tehrãn, Iran - 7,380,000
    5. Lahore, Pakistan - 6,030,000
    6. Baghdãd, Iraq - 4,796,000…

    More Facts

  • Mobile Facts in Middle East
    The value of mobile commerce in MENA could reach $4.9 billion by 2015
    Saudi Arabia currently leads the Middle East by smartphone penetration level, achieving a level of 63 percent and is closely followed by the UAE with 61 percent, meaning more than half the total population of these two countries are connected to a smartphone device.

    More Facts

  • Internet in Middle East
    There are an estimated 90 million internet users in the region, and ecommerce sales are predicted to reach around $15 billion in 2015, up from $9 billion in 2012.
    Fifteen (15) percent of Middle East businesses have an online presence.
    More than half of Middle Eastern shoppers age 26 and older shop online.

    More Facts

Basic Economic Statistics:
  • GDP at current prices: $2.303 trillion
  • GDP growth rate: 3.51%
  • Exports: US $1.194 trillion, Growth Rate: -0.52%
  • Imports: US $885 billion, Growth Rate : -1.62%
  • Foreign Direct Investment (FDI): $94.663 billion
  • Middle East Market Value: $11.929 trillion
Population Statistics:
  • Africa has a total population of around 999 million people.
  • There are a total of 53 countries in Africa.
  • The largest population in SSA is 131.5 million (Nigeria); the smallest is Seychelles (0.1 million).
  • More than 35% of Africans live in sustained-growth economies that have grown at more than 4% a year for ten years.
  • Thirty three percent of children who start first grade reaches grade five in Chad; in Mauritius 97% reach fifth grade. (MDG 2).
  • South Africa has the most advanced economy on the African continent. Since1994, particularly, the country's economy has grown rapidly. Its geographical position provides an ideal gateway to Sub-Saharan Africa.
  • In 2008 there were a total of 1445 listed domestic companies in Africa.
Trade and Commerce Statistics:
  • In the Gulf states, duties are only 5 percent, and this has a big impact incentivising imports into the region.
  • Exports remained in the positive territory for the seventh successive month, but the 35 per cent growth in shipments in May was lower than that in the same month last year.
  • Exports in May were worth $16.1 billion against $12 billion in May 2009. Following the global financial crisis, exports had fallen for 13 consecutive months, before turning positive in November 2009.
  • The other worrying factor is that the rupee has appreciated by over 14 per cent against the Euro since January 2010. This in turn is squeezing the margins of several exporters. Exporters are also likely to diversify more into other markets in Asia, Africa and Latin America.
  • The major sectors that have shown positive growth in the last two months put together over the same period last year were iron ore (100 per cent growth), petroleum products (70 per cent), leather (33 per cent), engineering (29.6 per cent), gems and jewellery (37.8 per cent), pharmaceuticals (22 per cent), basic chemicals (38 per cent), man-made fibre (27 per cent), cotton yarn and cotton made up products (16 per cent).
  • Meanwhile, imports increased by 30.8 per cent in May to $27.4 billion (from $19.8 billion in May 2009), resulting in a trade deficit of $11.3 billion.
  • The sectors that recorded major growth in imports (cumulative growth in this fiscal over the same period in the last financial year) were electrical machinery (15 per cent), transport equipment (14.7 per cent), machine tools (15 per cent), non-ferrous metals as well as iron and steel (over 100 per cent), precious stones (over 70 per cent), chemicals (56.6 per cent) and petroleum products (over 70 per cent). The growth in capital goods imports has led to a growth in manufacturing sector.
Top 10 in Middle East:
  • Biggest Cities:
  1. Karachi, Pakistan - 11,774,000
  2. Dhaka, Bangladesh - 10,979,000
  3. Istanbul, Turkey - 9,413,000
  4. Tehrãn, Iran - 7,380,000
  5. Lahore, Pakistan - 6,030,000
  6. Baghdãd, Iraq - 4,796,000
  7. Riyadh, Saudi Arabia - 3,328,000
  8. Dusseldorf, Germany - 3,251,000
  9. Ankara, Turkey - 3,190,000
  • Business Schools:
  1. Bar-Ilan University - Israel
  2. United Arab Emirates University - United Arab Emirates
  3. Koç University Graduate School of Business - Turkey
  4. Cyprus Internation Institute of Managment - Cyprus
  5. CBL International Dubai Business School - United Arab Emirates
  6. College of Business Administration - Saudi Arabia
  7. University of Guilan - Iran
  8. King Fahd University of Petroleum and Minerals - Saudi Arabia
  9. Leon Recanati Graduate School of Business Administration - Israel
  10. Institute of Business Administration - Pakistan
  • Biggest Companies:
  1. Saudi Basic Inds, Saudi Arabia - chemicals
  2. Türkiye is Bankasi, Turkey - banking
  3. Akbank, Turkey - banking
  4. Saudi Telecom, Saudi Arabia - telecom services
  5. Türkiye Garanti Bankasi, Turkey - banking
  6. Teva Pharmaceutical Inds, Israel - drugs and biotechnology
  7. Al Raijhi Bank, Saudi Arabia - banking
  8. Koç Group, Turkey - conglomerate
  9. Sabanci Group, Turkey - conglomerate
  10. Bank Hapoalim, Israel - banking
Mobile Facts in Middle East:
  • The value of mobile commerce in MENA could reach $4.9 billion by 2015
  • Saudi Arabia currently leads the Middle East by smartphone penetration level, achieving a level of 63 percent and is closely followed by the UAE with 61 percent, meaning more than half the total population of these two countries are connected to a smartphone device.
  • MoneyGram International (NYSE:MGI), a leading global money transfer company, and National Bank of Abu Dhabi (NBAD), a leading bank in the UAE, today announced a strategic agreement that will make international money transfer services via mobile phones available for the first time to the bank's customers all over the UAE.
  • MEF opens Middle East hub
  • Qatar-based office established with lots of help from the Qtel Group
  • MEF and Qtel expect the office to play a major role in developing new mobile apps, solutions in health and education services, and will be a main driver for the emerging content ecosystem in the MENA region. It will also be responsible for liaising with regional members and localising strategic MEF initiatives.
  • Operations will be based in the Qatar Science & Technology Park (QSTP). The office opening was underpinned by an agreement between Qtel and fellow MEF member QU Wireless Innovations Centre (QUWIC) to foster mobile content innovation in the region.
  • Saudi Arabia has 21 million mobile users generating annual profits of SR13bn ($3.48bn). Out of that, Saudi Telecom Company (STC), which has long enjoyed a monopoly of the Saudi telecom market, holds a 90 per cent share of the market. The second operator, Mobily, has a 10 per cent share of the market, having grabbed a third of Saudi mobile users in its first year of operation.
  • However, it network problems are not limited to Saudi Arabia. All over the region people are still saddled with slow broadband access speeds and relatively high tariffs compared with other regions in the world.
  • The combination of a strong economy and low mobile penetration means there is still plenty of room for mobile expansion in the kingdom. The industry itself expects the Saudi market to be one of the fastest growing in the world, with penetration reaching 100 per cent by 2010.
  • The liberalisation of the Middle East market has led to a proliferation of operators in the region. Overall, there are more than 30 mobile operators in the Arab market, with many countries such as Jordan, Egypt, and Saudi Arabia having three or more operators offering mobile services, according to a recent survey by the Arab Advisors Group.
  • Middle East to hit the 200 million mobile subscribers milestone this summer
  • The Middle East region made up of 14 countries has sustained its mobile market growth in the quarter to March 2010 with a 4% sequential uptake to reach over 192 million subscribers according to recent data released by Dataxis Intelligence.
  • In fact, as features it well the figure below the number of mobile subscribers in the region grew more than a half in the last two years up from 120 million in the first quarter of 2008 which represents in absolute terms about 72 million new customers during the referred period. On average, the market grew 7.5% and saw 9 million new customers subscribing to mobile services each quarter.
  • All this dynamism has helped to propel the mobile penetration at 87% of the population up from 57% two years earlier which places the region at nearly the same level as North America.
  • ShP partners with Emax to bring mobile recycling in Middle East
  • A new mobile recycling firm, ShP will partner with Middle Eastern retailer Emax in a multi-million pound agreement that will see Emax offer mobile phone recycling for the first time in the area.
Internet Connection in Middle East:
  • There are an estimated 90 million internet users in the region, and ecommerce sales are predicted to reach around $15 billion in 2015, up from $9 billion in 2012.
  • Fifteen (15) percent of Middle East businesses have an online presence.
  • More than half of Middle Eastern shoppers age 26 and older shop online.
  • Thirty-three (33) percent of consumers in the Gulf use the Internet to research products and services.
  • UAE Internet Users Concerned About Internet Privacy
  • New research from Real Opinions shows that 60% of UAE Internet users favour behavioural targeting for customised advertising and Internet content, whilst 76% said their searches for products and visits to websites should never be monitored unless they have given express permission to do so beforehand.
  • The Here & Now survey also found that there are some Internet users that do not accept any trade off between privacy levels and behavioural targeting. When asked about the different options for websites to secure permission for monitoring, 38% of respondents believed that no tracking or monitoring of their online behaviour should be permitted under any circumstances. However, almost 6 in 10 (59% globally and also in the UAE) most preferred the method suggested of a setting in Internet browsers which allows Internet users to set global default levels of privacy rather than on a per website basis. Of note, this was most preferred option by almost 3 in 4 respondents (74%) in India and 67% in China.
  • Internet Censorship Brings Down Facebook, Twitter in Middle East
  • New rounds of censorship in Afghanistan, Pakistan, and Turkey
  • The Afghan Ministry of Communications mandated last Thursday that all of Afghanistan's Internet Service Providers (ISPs) filter websites which include alcohol, social networking, gambling, and others.
  • According to the Electronic Frontier Federation (EFF), there are "countrywide blockages of Facebook, Gmail, YouTube, and Twitter." The EFF adds that questions are being referred to the Ministry of Communications by one of Afghanistan's two largest telecommunication companies, the Afghan Wireless Communication Company.
  • Pakistan announced last week that it will block links to content on Yahoo, Google, MSN, YouTube, Bing, and Amazon, with plans to completely bock 17 other sites deemed anti-Islamic, according to the EFF.
  • In Turkey, YouTube is now completely blocked.
  • "Thousands of other sites, including proxy servers that Turkish citizens were using to circumvent the bans," have been blocked, said the EFF, adding that Turkey has banned more websites than any other European country.


INTERNET MARKETING

MOBILE MARKETING

DIRECT MARKETING

39% of adult internet users in Saudi Arabia buy products and pay for services online (12% of the population).

(December 2014) 1

The most popular online shopping categories in the Middle East are online games (41%), computer software (31%), and electronics (28%).

(December 2014) 2

There are an estimated 90 million internet users in the region and ecommerce sales are predicted to reach around $15 billion in 2015, up from $9 billion in 2012.

(November 2014) 3

In 2013, internet user growth changed by 16.7% in the Middle East and Africa. This is the highest growth rate across all regions.

(November 2014) 4

Although smartphone sales & penetration has seen a rapid growth, it is still expected to increase by 39% in the Middle East by 2015.

(December 2014) 5

17% of people included in a eCommerce study by Mastercard had bought something online using a mobile device.

(November 2014) 6

In Kuwait, smartphone penetration jumped from 49% of the total population in 2012 to 69% in 2013, while in Lebanon, penetration shot from 36% to 63%.

(September 2014) 7

Saudi Arabia and the United Arab Emirates registered smartphone penetration rates of at least 72% last year—equivalent to gains of at least 10 percentage points in a single year.

(September 2014) 8

Saudi Arabia has the second largest ecommerce market in the GCC with an estimated $520m, followed by Qatar, Kuwait, Bahrain, and Oman.

(December 2014) 9

In the Middle East, 53% of online shoppers are above the age of 35 years old.

(December 2014) 10

Just over half (51%) of consumers in the UAE used eCommerce in 2013, according to a survey of 3,000 Middle East consumers by MasterCard.

(November 2014) 11

The communication strategy for each country in Africa should be different. While radio commercials might work in South Africa and Nigeria, print advertising could be best for Cote d'Ivoire, billboards might have the biggest impact in Lesotho etc. Business owners need to research and explore local best practices, and consult experienced partners in the country to know what works in each country.

(September 2014) 12

MARKETING OPERATIONS

MARKETING SPEND

GLOBAL MARKET RESOURCES

PC shipments in the Middle East and Africa increased by 1.9% year over year in Q2 2014.

(December 2014) 13

The most widely cited barrier to digital marketing is thought to be restricted budgets for all types
of marketing, which is cited by some 31% of responding companies.

(November 2014) 14

Euromonitor’s recently released "Markets of the Future" reports reveal the next eight Sub-Saharan African consumer markets with the brightest growth prospects: Angola, Côte d’Ivoire, Ethiopia, Ghana, Mozambique, Senegal, Tanzania and Uganda. These markets had a combined consumer spending of US$192 billion in 2013 and a combined population of 289 million. Between 2013 and 2030 their GDP will increase by 172% in real terms compared to 150% in Sub-Saharan Africa as a whole.

Between 2013 and 2030 their GDP will increase by 172% in real terms compared to 150% in Sub-Saharan Africa as a whole. - See more at: http://blog.euromonitor.com/2014/10/africas-markets-of-the-future.html#sthash.g8YJvCuJ.dpuf
(October 2014) 15

The World Bank Group’s latest regional economic update projects growth in the Middle East and North Africa (MENA) region to accelerate from an average of 2.6 percent in 2013 to 4.6 percent in 2015.

(April 2014) 16

Mobile ad spending in the Middle East will increase by 543% per year through 2017.

(December 2014) 17

Most small to medium companies in MENA have allocated a certain budget (on average between $500 and $1000) for their website production.

(November 2014) 18

With digital advertising, the Middle East and Africa are beginning to make up for low spending levels in the past. The market is ripe for expansion: Digital ad spending will reach $1.35 billion this year, just over 1 percent of the $117.60 billion worldwide total. But across the region, expenditure by advertisers on digital platforms will leap by more than 47 percent in 2013, eMarketer estimates—nearly four times the global average of 13 percent.

(July 2014) 19

Online advertising spending totals $300 million in the MENA region and is increasing at a 37-percent growth rate per year to reach an astounding $1 billion in 2017.

(February 2014) 20

* Facts & Stats are curated by the CMO Council team. Attributions for each entry can be seen by hovering over each footnote.

CMO Council Contact
Donovan Neale-May
Executive Director
408-677-5300 x5333
donovan@cmocouncil.org

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