According to latest figures published by eMarketer, in the Middle East and Africa nearly all consumers using the web are mobile. This actually means that more than 9 in 10 people actually go online via their phones. Although the fact that consumers are moving towards mobile is nothing new, it is still extraordinary to have figures black in white that proof that in all regions worldwide this is the case. Especially in so called emerging markets, most consumers do access the internet through mobile first, meaning that mobile is a first screen for internet access for many in the region. This is also the case in Asia Pacific whereas in Europe, most consumers actually access the internet through a desktop or laptop first and then move onto mobile internet access (eMarketer 2014).
MOBILE INTERNET USERS
There are 94% of consumers in the Middle East and Africa already accessing the internet through mobile devices at least once each month. This means that the mobile penetration rate increased from 2013’s rate which was at 92.7%. Looking at a worldwide penetration rate, it becomes evident that 79% of internet users worldwide will be mobile in 2014. In general, most regions in the world will boast penetration rates up to 90% and higher.
For instance, this is the case for the Middle East and Africa with 94% in 2014 and estimated 96% in 2017, Asia Pacific with 93% in 2017 Western Europe with 90.6% in 2017 and Central and Eastern Europe also managing to increase its mobile penetration rate to 91.7% in 2017. Overall, this outlook is very positive for the tourism industry and demonstrates that tourism businesses and destinations emphasising the importance of mobile in their strategies are going for the trend that will shape digital and the travel and tourism industry the most.
Interestingly, mobile phone internet user penetration is still dominated by North America with 64.4% in 2014 and the Middle East and Africa is still way behind North America with 54.4%. However, it is still great news for tourism marketers to know that more than half of all internet users are accessing content online through their mobile phones. This will certainly impact on the way in which tourism businesses are using digital to market services and products to consumers in the Gulf region and Africa via mobile. Consumers in the Middle East and Africa are taking advantage of mobile phones and will embrace mobile further in the upcoming years.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer