Digital word-of-mouth to drive e-commerce
DUBAI, UAE: Effective Measure, a leading provider of digital media planning solutions in emerging markets, has reported that 40% of Internet users in Middle East North Africa (MENA) surveyed indicated that when they are pleased or upset they would spread the word to as many people as possible. This, the company believes, highlights the potential to use Internet users to drive e-Commerce growth through word of mouth.
Effective Measure regional director, MENA, Dinesh Arasaratnam, said, "With the Internet serving as the world's largest marketplace, positive word of mouth from satisfied consumers can add value and credibility to an emerging digital economy.
"With potentially 40% of over 84 million MENA Internet users keen to share product and service experiences via blogs, forums and social media, online businesses should explore using customers' feedback and endorsements as a marketing push.
"Digital word of mouth can potentially generate more sales than traditional advertising with almost 80% of survey respondents indicating that they browse the Internet daily. This data showcases the significant influence that the Internet has grown to become in this emerging market.
"The time is ripe for online retailers, as well as brick and mortar businesses, to tap into the voices of MENA's Internet users to grow e-Commerce opportunities across the region," concluded Arasaratnam.
Fast facts on the MENA online population:
- The number of Internet users has grown steadily since mid 2011 at a monthly average of 6.27%. In October, Internet users increased by 11.5% compared to the previous month.
- 1.9 billion pages are viewed monthly on PC and Mobile devices in MENA on average since mid 2011 - attributing to a monthly average growth of 5.4%. In October, page views increased by 10.2% compared to the previous month.
- Almost a quarter of the total online population is adults between 25 to 30 years old - making it the largest age group online. The 21 to 24-year-old age group and the 31 to 34-year-old age group, making up 14% of the total online population each, follow this.
- North Africa is home to the highest share of the online population at 44%, followed closely by GCC at 43%. 11% of the online population lives in the Levant region.
