The number of mobile internet users in the Middle East and North Africa (MENA) region is expected to increase, with the Gulf Cooperation Council (GCC) countries having the highest mobile internet penetration rate. The UAE is considered a market leader within the region and is one of the top digitally connected countries in the world. As of 2023, the UAE had the
, ranking after Qatar. With almost the entire population owning a smartphone, the
Telecom market in the UAE
The UAE has two main Emirati-based telecom operators: Du and Etisalat. Etisalat is one of the strongest brands in the Middle East and North Africa region and is considered one of the strongest telecom brands worldwide. In 2019, the UAE was the first Arab country to deploy a 5G network, which was a milestone in the country’s efforts of digital transformation. Along with Saudi Arabia, the UAE had the highest share of
5G service adoption in the MENA region.
Social media usage
With a high mobile internet penetration rate, it’s no surprise that the UAE is a global leader when it comes to social media usage, as almost all the population are social media users. WhatsApp is the country's favorite social media platform, closely followed by Instagram and Facebook. Aside from connecting with family and friends,
social media has become a primary tool through which consumers research products and brands online. Additionally, ads on social media are a
key source of brand discovery among UAE shoppers. For many businesses in the UAE, these platforms are creating more opportunities than ever, and are now a key crucial part of their marketing mix.
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