Accessible Arabia Part 2 – Putting accessibility on the agenda

The following is a contributor post from Chris Rourke, MD of User Vision.

Accessible Arabia Part 2  – Putting accessibility on the agenda

Accessibility Enter IconIn Part 1 of this article we pointed out that whilst accessibility is important, it is often not part of the conversation between agencies and clients, and as a result it is often not built in to the resulting website.

In this concluding part we will briefly cover

  • Ways to get accessibility on the agenda for your organisation and in the Arab region
  • Some good examples of accessibility being implemented and
  • The best resources to learn more about web accessibility

Getting the accessibility ball rolling

The best way to start a programme to improve your site accessibility is to have a close look at the current state of your site’s accessibility.  Although web accessibility is closely tied in with the coding of your site, you do not need to be a coder or developer to start to detect some of the accessibility problems.

As demonstrated in the Part 1 article, there are some simple and useful tools that can help you assess your site’s accessibility.  My personal favourite is the WAVE tool from WEBAIM but other good ones are the Web accessibility Toolbar from Vision Australia, and there are others.

These can be used to find some of the “low hanging fruit” issues – the accessibility risks that can be picked up by an automatic programme or spider.  This will not find a full and complete set of issues but it will be a good start for finding things such as missing alt text, problems in forms, or poor colour contrast.  These can be presented in a easy, visual style and allow you to drill down to learn more about the nature of each problem and more importantly the steps needed to solve it.

Another good way to find accessibility problems is to test the site with people that have disabilities.  For instance this could include those with visual impairments or alternatively this could be physical or cognitive disabilities.  Although there will be some extra effort to arrange a short usability test with this audience, the benefit will be strong empirical evidence which really makes it clear where the main barriers lie.

Getting accessibility built into sites in the region

A few years ago we conducted a project for the government of Abu Dhabi that gave us a good insight into the state of web accessibility in the UAE and the region as a whole.  It showed that the standard of web accessibility in the Middle East is generally lower than in most other parts of the world, especially when comparing high profile sites such as government departments or large banks.

Why are these otherwise professional and high profile sites so inaccessible?

Are there users with disabilities that want to book their own flight, access eGovernment information or access information online?   Absolutely.

Is there a strong motivation for these organisations to improve the accessibility provisions on their sites?  Not really.

The situation can improve, but it needs more than guidelines in web accessibility which I will outline later.

The underlying problem is that there is no web accessibility “market” in the Middle East.  Areas where web accessibility has made better progress, such as in the UK, have largely benefitted from the push and pull forces of a market.

The web Accessibility “Market forces”

Web accessibility market image showing how people with disabilities can influence companies who then influence supplier agenciesThe market is quite simple and the critical elements of this are listed below, starting with the most important stakeholder – the users.

  • Disabled users need to be aware of their right to e-accessibility and demand it.  The need for digital accessibility and the benefits it brings should be raised by individuals and through disability-related organisations. Government and non-governmental organisations (NGOs) can support this effort.
  • Companies and organisations with websites need to hear of this demand and at the same time be made aware of the benefit of improving accessibility.  They then need to demand that it is built into the design and maintenance of their sites, whether that happens in-house or through external agencies.   Stipulating compliance with WCAG 2.0 or national guidelines will not solve the problem overnight, but it will focus the minds of supplier agencies.
  • Digital agencies need to see this as an opportunity to gain a competitive advantage.  They can shout about how they can create accessible sites, but must be sure they can walk the walk as well as talk the talk.  They can build an accessibility competence in house or with specialist partners and raise the accessibility issue to their clients and keep it in the site development and maintenance plan.

These actions by these three key stakeholders will start the ball rolling and ideally create a “virtuous circle” of ever increasing accessibility online.

To a large degree this combination of increased awareness and pressure on other stakeholders in the market has driven the improvements in accessibility within the UK, and there is no reason why it could not occur in the Middle East.

Regional examples of web accessibility

Having pointed out some regional examples of poor accessibility it is only fair to give credit where things are being done right.  Perhaps the highest profile examples are those from the government of Qatar.  Qatar has set up a centre of excellence in web accessibility called MADA that has set itself the goal of making all the eGovernment channels in Qatar as accessible as possible.  As a result there is a high level of accessibility in the Qatar government websites.

For example on the Qatar government eServices Portal Hukoomi it is clear that accessibility has been addressed.  The image below shows the content area of the page assessed through the WAVE tool and there is good structural markup (Headings H1, H2, H3) and accurate alternative test on the images.

 Accessibility of Hukoomi demonstrated through good markup and use of alternative text

The same level of accessibility continues throughout the site, including the transactional areas with forms, a typical trouble spot for web accessibility.

Resources: Learning about web accessibility

One thing that is definitely NOT a reason for overlooking accessibility is a lack of guidance about how to create an accessible site.  There is plenty of great guidance out there, ranging from the official WCAG 2.0 guidelines  to slightly less formal from organisations such as the RNIB in the UK or WEBAIM in the US.

A final thought on web accessibility.  Its helps people use the web as it was intended, regardless of their disabilities.  In the long run, as we age and collect various impairments, every one of us could benefit from this.

 

About Chris Rourke

Chris Rourke  - CEO UservisionChris Rourke is the Managing Director of User Vision MENA, the Middle East’s leading user experience research and design agency.

With over 20 years’ experience in usability, accessibility and experience design, Chris has worked with leading brands in the region including Emirates Airline, Jumeirah Group, and the Government of Abu Dhabi, as well as many others in the UK and Europe.

He has led projects at all stages of the user-centred design life-cycle  from user needs research through to development of information architecture, usability testing and on-going user experience research.

Chris enjoys sharing his enthusiasm for user experience and provide training on user experience through Twofour54 and Econsultancy as well as in-house training courses.

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Recruiting successfully in the digital era

This excellent insight by recruitment professional Ariana Shahbazi looks at the opportunities for finding the right candidates for roles online, the candidates expectations of your brand and online experience and ultimately how to pull it all together in some very simple steps. It takes onboard some key digital principles and strategies (applied to recruitment specifically) and leveraging data and analytics to show you the opportunities and the risks. The following content is unedited and published as received.

Maybe Ariana, the next post could be from a candidates perspective? What makes individuals stand out in a highly competitive and increasingly noisy online space? What part does good old, first hand relationships play? What should we expect online profiles to achieve?

Enjoy!

Recruiting successfully in the digital era, by Ariana Shahbazi

I want you!Although we do see employers who still advertise jobs in regional newspapers, the majority realise that online is where the candidates are. After all, almost anyone under the age of 50 has at some point posted or applied to a job via a job board or LinkedIn.

Many companies we meet have tried to leverage the web for recruitment, but few succeed and finding quality employees remains one of the region’s biggest challenges. What are they doing wrong?

The recruitment mix

There is no silver bullet for finding and hiring the right people. Rather, it’s a mix of a few key elements: recruitment know-how, flexible technology and astute marketing.

Yes, marketing. It is actually one of the most overlooked aspects of recruitment.
You can have a great team of recruiters, powerful talent acquisition software and still get a lot of poor quality CVs. Maybe it’s because nobody knows you exist and even less people know you are hiring. Or maybe it’s because you are not sending out the right message to the individuals you are looking for. Either way, you need to examine this component of the mix more closely.

The online shopping analogy

In this digital age, it’s easy to reach a lot of different people in one go: marketing departments do it all the time. The key is to have a strategy and the tools to set it in motion. Think of recruitment as online shopping: you need to generate awareness of your product, engage potential customers on your website with compelling content, provide a good user experience and make sure they convert.

“Come out, wherever you are”

Look at all the places where potential applicants could be looking and advertise there. Get the attention of the right audience.

So if you are looking for an experienced individual who already has a job with the competitor, posting on a job board or participating in a career fair will probably not give you a very high return. However, targeted advertising on Linkedin and your own career site, posting on a professional forum where he/she might be looking or activating your employees’ networks will. Some employers do SEO and Adwords, others will use Facebook, it all depends on the target. Once you know who you are looking for and where to look for them, you roll out your candidate marketing plan and drive these people to your website.

Avoid the Bounce

What happens when candidates land on your website?

Simple, there are 4 things that a potential applicant can do:

  • Leave (the dreaded “Bounce”)
  • Apply (now or later)
  • Tell someone about a job
  • Subscribe to a job alert for future jobs

Here are some important tips to ensure the right people don’t bounce off your website:

Don’t send them to a website that says “send your CVs to recruiter@company.com”. That would be like doing an Adwords campaign and sending leads to a poorly designed website. Instead, put yourself in the shoes of the type of person you are looking for. Why would a top candidate send their valuable CV to a generic email address?

If you are thinking “We post vacancies on our website and have a little form with a CV-upload button, that should work,” think again. If Amazon had a list of books in alphabetical order and an “input your credit card number” form, what would happen? They would get a lot of “junk” transactions and discourage real buyers to complete their transaction. When applied to recruitment, this means you are making it far too easy for everyone to apply and you’re not making the process very relevant to the good candidates. And when you have too many applications, unless you have a sophisticated recruitment system, you will not be able to identify the good ones.

If you are serious about attracting top talent, show it. Get a proper career site where you actually promote what it’s like to be employed by your company. Use employee testimonials, talk about all the corporate events, show photos or a video of your company, talk about the benefits, show them what a great workplace your company is, and present a stream of job opportunities that are relevant to them. Remember, it’s like a shopping website: deliver compelling content. This is what ALL successful employers do.

Have a job alert functionality on your website. If you are an employed and experienced professional, you may go to the competitor’s career site once a year to check out opportunities. If you see no appropriate positions, you leave…unless you are encouraged to subscribe to a job alert. Ensure that all your vacancies pages are easy to share via email and social media.

Keep them engaged

Finally, when good individuals do apply, keep them engaged. Ask skill questions they can relate to, send an email when their application has been submitted, give them status updates, don’t make them feel like their CV has gone into an abyss. This and things like scheduling and conducting interviews are so easy to do online nowadays. There are so many good web-based solutions, employers really have no excuse. An organisation that masters all these digital tools will deliver a superior candidate experience and give top candidates a positive image of the company before they even walk through the door.

In a nutshell

The web is the best way to find candidates and build a talent database, regardless the geography and sector. However, it requires a very structured approach and the right tools, just like marketing and sales.

Unfortunately, most recruitment departments don’t have marketing expertise, nor do they have the time, because many still don’t have the proper tools to automatically screen and manage CVs – but that’s another problem. As for marketing departments, most don’t have recruitment on top of their priority list because they are too busy selling products and services. Add technology to the equation and you bring on further complexity because IT probably has a lot of other projects to handle.

Bringing these 3 functions together and making them work in tandem seems too challenging for the majority of organisations…yet digital recruitment cannot be successful without this. In the end, this is probably why so many companies still struggle to find the right people.

About the author:

ArianaAriana Shahbazi is the Marketing Communications Director at Cazar, the leading recruitment marketing and talent acquisition technology provider in the Middle East and Asia. She has 12 years of experience in the online space. At Cazar, she has the opportunity to see the impact digital marketing has on recruitment amongst top employers in the region. The company works with some of the biggest organisations in the Middle East, including Al Futtaim, Jumeirah Group, DP World and Alshaya. It helps organisations leverage technology and the web so they can autonomously recruit top talent when they need it. If you’d like to speak to her about how digital strategies and the right technology can help your recruitment function, email (Ariana@cazar.com) or connect  with her.

Editors Note: DigitalArabia provides the platform for any digital expert to have a go at creating original content, to share knowledge  and take part in the conversation. DigitalArabia (or associated parties) do not endorse any products or services supplied by the digital experts. If you would like to take part and share your expertise, please get in touch.

Accessible Arabia? Why accessibility matters online – Part 1

The following is a contributor post from Chris Rourke, MD of User Vision.

 “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.”

— Tim Berners-Lee, W3C Director and inventor of the World Wide Web

W3C Keys

Courtesy of W3C.org

Well, that was the intention at least.

The reality is very different, especially for most sites representing companies and organisations in the Arab world.  Every day thousands of people with disabilities are unable to take full advantage of the incredible information and services available on the web.

They find their online goals, whether for work or personal use, are difficult or impossible to perform.

Why? Because sites have not been developed with accessibility in mind and this problem is especially common in the Middle East.  Web accessibility is typically not high on the agenda for businesses online or the digital agencies they commission and the result is frustration and failure for thousands of people with disabilities.

Web accessibility is about enabling people who may need to use your site slightly differently than you might expect.  Some visitors might want to increase the text size with browser controls or navigate by tabbing rather than use a mouse.  Others may use assistive technology to navigate through voice commands, magnify the screen or hear the site content through a screen reader.  All of these will benefit from a site designed to allow these adaptations to be made so they can control their view and use of the site.    Essentially the site needs to meet the user half way by being coded in a way that allows user adaptations or assistive technologies to be used to improve the experience.

Why does accessibility matter? First of all it’s the right thing to do – the web has been incredibly empowering to all of us, and the intention is that a person’s disability should not prevent them from enjoying the benefits.  It also make good business sense, especially if you are in B2C or B2B commerce, it really does not make sense to exclude some of your target audience. Making your site accessible will help you avoid certain PR or legal risks and the fact that accessible sites display the best coding and mark-up means there is a strong correlation between good accessibility and search results.  Google likes accessible sites and rewards them for that fact in their search algorithm

Some examples of inaccessibility in action

What does an inaccessible site look like?  It depends since the degree of inaccessibility depends on the type of disability that the person has.  For instance poor colour contrast will affect a person with low vision but it would not affect someone that is completely blind and using a screen reader.

Fortunately there are several tools that can help you identify some, but not all, web accessibility issues on a site. They apply technical scans of a site, and therefore can help to identify only about half of the issues, but they are a good first step.

My personal favourite tool for such quick checks is the WAVE tool from WEBAIM since it clearly identifies the accessibility issues on a page and uses colour coding (and more accessible means!) to classify them.  It is easy to drill down into the issues and recommended solutions for each one too, making it a great educational tool.

In this image the WAVE tool has identified the quintessential accessibility issue – missing alternative text on images – on a large central government department website.

Alt=navigation icons with missing Alternative text

The impact of this is on a screen reader user who will be unable to hear what the button is for – and therefore cannot use the site.

Here for a regional airline it shows another common problem of form labels not being specifically associated with their form controls. This can affect those with visual or other disabilities since it will be unclear which label is associated with each form field.

Alt=form fields labels not associated to form controls

Searching through various sites in the Middle East region shows that problems such as these are common.

Causes of poor accessibility

Of course no one sets out to intentionally create inaccessible websites, so accessibility is much more an error of omission than commission.  It is often a side effect of a fundamental issue that is often forgotten by clients and the agencies developing websites:

It is not your website and not all site users are like you.

Accessibility is often not put on the design agenda at all in web design projects.  Broadly speaking there are three main stakeholders with a part to play in this:

  • Site owners who may not require web accessibility provisions in their web projects, for instance in their design brief to their agencies
  • Agencies who may not have in-house knowledge to build in accessibility to their sites; they may not have prioritised it during the design, or they fail to maintain focus on the site accessibility in the cut and thrust and compromise of site development.
  • Those that would benefit from better web accessibility who may not be aware of the potential for better web accessibility or they may not notify site owners of issues they encounter

There are additional factors as well such as whether web accessibility is in some way built into the national legal structures (such as the Equality Act in the UK, or the Section 508 guidelines in the US, which help to provide a legal basis for the web accessibility.

So we have identified a problem – what can we do about it?

In Part 2 of this Article, later this month, will cover

  • Ways to get accessibility on the agenda for your organisation and in the Arab region
  • Some good examples of accessibility being implemented and
  • The best resources to learn more about web accessibility

 

uservision_logo

In the meantime, you may wish to learn more about web accessibility at the UX breakfast briefing provided by User Vision on March 26th in Dubai Media City, where web accessibility will be the featured presentation.

 

 

About Chris Rourke

Chris Rourke  - CEO UservisionChris Rourke is the Managing Director of User Vision MENA, the Middle East’s leading user experience research and design agency.

With over 20 years’ experience in usability, accessibility and experience design, Chris has worked with leading brands in the region including Emirates Airline, Jumeirah Group, and the Government of Abu Dhabi, as well as many others in the UK and Europe.

He has led projects at all stages of the user-centred design life-cycle  from user needs research through to development of information architecture, usability testing and on-going user experience research.

Chris enjoys sharing his enthusiasm for user experience and provide training on user experience through Twofour54 and Econsultancy as well as in-house training courses.

The giant-interconnected-lifescreen. Microsoft future vision

Microsofts vision of the future, released just ahead of the companies annual tech-forum, shares a future of interconnected devices which tie-in the home, work and play. This interconnected world focusses back in on the surface idea of “tap and share” info from device to device.

 

Interestingly, we are not really seeing the “true” convergence of technology, as brands still battle to control the user attention and experiences with distinctly separate device software, that has limited interconnectivity. I believe it is inevitable  that there will be a solution provider, that enables all devices and softwares to co-exist and communicate “synergy” will avail.

The first video below is the 2009 Microsoft Vision for the Future, the second is the 2011 Microsoft Vision for the Future. Watch the 2009 & 2011 first, see how much has become a reality? How much is developed further than originally conceived  How much opportunity Microsoft missed or gained? Then watch the 2013 Vision for the future… Are Microsoft likely to gain the lost ground based on this continuous theme?

Microsoft seem to be playing the safe ground with their vision 2013… Consider what is in the 2013 video, versus what both Google and Apple doing and how much disruption they are causing. Innovation is the key to the tech market share, the question is, will this vision be strong enough for Microsoft to maintain its market lead?

2009 Vision:

2011 Vision:

2013 Vision:

 

Just for fun… below is the stock evaluations over the past 10 years for Google (MKTCAP $265.64BN), Apple (406.57BN) and Microsoft (233.71B)…its easy to see where the iPod / iPhone caused a massive disruption to the market…not so easy to see with MSFT!

Screen shot 2013-03-01 at 11.12.27 PM

 

 

Tomorrows Marketer, Today

Retro TV CommercialAvoiding all the cliché’s, skilled resource is undoubtedly the most valuable asset to an organisation. Keeping your competitive advantage doesn’t come from one guy or girl at the top of the pyramid, but from the people within and only when the culture is correct can they meet and exceed the customers’ demands.

Google, Microsoft, Linkedin, Facebook….. Harley Davidson, Ford, Bugatti…. Pepsi, Coke, Mars… you name the industry, a leading force within and on their corporate section of the website, their staff are the number one asset.

Consumer habits and communications are changing rapidly. The change surrounds us in consumer buying habits, consumer researching and ultimately decision making.

So, with the undeniable changing consumer habits and the consistent mash-up of IT/eCommerce/Marketing and Sales, here is my view on the types of personalities we can expect to appear in a future organisational structure that is built for success.

To think of the future, look at the P.A.S.T…


People People
People, people– Some things will never change. Without a doubt a key element of the future marketing leader will still be about the person and their ability to lead in varying degrees of complexity and changing environments. An individual may be a tech wizard, a financial modelling genius but if they are not true leaders in a world that the specialist is often the highest paid and most respected, success is unlikely. One adage that I have always bought into is: “Leadership is about enabling people to deliver more than they themselves thought possible”. For digital/eCommerce particularly a new style of leadership is required, distancing the hierarchical “ I am the boss, therefore it is written”, to a involving, problem solving, innovation creating culture that enables experts to flourish while maintaining output and increasing value across the organisation. Advanced education, a determination to succeed and quality experience (life and work) helps to garner commitment from all of the below to be part of the journey! Look at any successful tech start-up, at the right time they will bring in the qualified leader that will take the business forward. They know business, they know leadership, and they know people.

ArtistArtists – Creativity remains an invaluable gem, even when the forces of process try to keep many companies within boundary the artists shine. The artists are the challengers, the creators, the innovators willing to take risks and put their name on the end result. Artists will look at the existing and magic a new opportunity, they will see the gaps and they will seek to fill them, they look at the broken and find a new, better fix to them. They are the Linkedin of CV’s, the Facebook of Bebo, the Apples of Nokia, the Google of Lycos, The Sir Tim Berners Lee’s of the digital world. They are passionate, driven and relentlessly challenging in pursuit of creation. They irritate the status quo and challenge the job-for-lifers; they are the upstarts and the up-setters. They know how to mash, take the existing and make it more useful. They are not always tech purists per se, but they are technical fluent. They see the bigger opportunity, faster than others and they know how to take the chance.

ScientistScientists – They ask “what if”. The big Data people. The new BI stars. They dream of attribution and arbitrage. They seek continuous improvement through models and simulations. These are the true stars of the decision making. They model risk and present the opportunities through data, they test hypotheses against simulations. They are Monte-Carlo, Regression, and algorithmic Rockstars. They are confident interpreters of trends and assertive and creative communicators to the less versed. They see the opportunity that others do not and they are skilled to take immediate action. The scientists are critical to the new-age marketing cycle of finding and speaking to individuals rather than the masses. They reduce your paid and assist increasing the owned and earned. They are invaluable.

technologistsTechnologists – The Purist creators, the systematic operators and the mashers live here. The purists speak a different language, but fluently. They write faster and more accurately in code than they do in their native tongue. They understand the business need, question it and then seek to provide a solution to a problem. In their spare time they code, they create and come up with novel solutions to known and unknown problems. If they fail, they get up and start again and again. The operators are the best friends and the worst enemies of the purists… they are systematic, process driven and represent the end consumers experience. They operate multiple devices and channels, with increasing levels of efficiencies. They are the testers of code and the stalwarts for perfection. The mashers are the modern day techies, the artists who do not write code, but know how to maximize its performance when mixing up the applications. They take the code to the next level, where even the purists did not realize was possible. They are the best friends of open source and the enemy’s proprietary code. They are conversationalist, social influencers and content creators.

Focus on: Smartphone India

With a market place of 1.24 billion, GDP per capita growth rate of 5.4% (2011, $1500), 91 million internet users, a burgeoning middle and upper class, India is a land of diversity and opportunity for the digital smartphone prospector.

Research was conducted in 2011, sponsored by Google and conducted by  Ipsos MediaCT and TNS Intratest on countries and Smartphone adoption and usage by country.

“The survey data was collected in all countries via an online questionnaire. Weighting procedures were applied to the collected sample data along key variables of the smartphone population in each country. The variables necessary for weighting were collected using telephone interviews in all countries surveyed”.

For the India research below, 1000 respondents were received and processed.

This research should be considered in-line with the error margins accordingly and further modelled utilising regression analysis. Note also, this data reflects 2011 only.

Related Post: World Economic Forum Research

Smartphone Adoption:

  • Smartphone Penetration in India  – 23% of the population are Smartphone users
  • Symbian was the primary operating system with 37% of the market
  • This was the first smartphone purchase for 80% of the respondents 
  • 97% used the smartphone at home, with 87% using on the go
  • 74% don’t leave home without it and 56% say that it is more entertaining than TV

What Indians do on their smartphones:

  • 56% access online services multiple times daily and 56% also use every day
  • Over 76% use smartphones to browse the internet (see expanded image below)
  • 74% using it for email
  • 73% used it for listening to music
  • 40% use it for financial related purposes

APPS:

  • Average number of apps per user is 15
  • 79% state that they intend to increase the number of apps used

Connecting:

  • 81% of users, use email daily
  • 78% use Search Engines daily
  • 76% use social networks daily
  • 62% share information through social sites
  • 52% watch video on mobile daily

Advertising:

  • 60% noticed advertising through search engines
  • 35% while on a video site
  • Only 11% while on a website

Local Information Services:

  • 52% look for local information services on a daily basis
  • 50% will visit the local services website once found

Commerce:

  • Only 50% have bought on mobile
  • With 80% of the barriers to entry associated to; TRUST & PC PREFERENCE
  • 69% will use credit cards to buy on smartphones
  • 63% intend to purchase more on smartphone in the future
  • Only 52% of those that researched on phones, bought on phone.  Majority did nothing ROPO
  • 56% state that they are intentionally taking the smartphone to research products

For the full graphs, click below to launch the previewer:

 

Digital Arabia - India - Smartphone Usage

Digital Arabia – India – Smartphone Usage

Researching & Buying online in the Middle East. Who are the adopters?

Between Egypt, Jordan, Morocco, Saudi Arabia and the UAE, who are the most prolific researchers and buyers? What are the changes over the years? Google research tells all…

The country that utilises the web most for research is the UAE with 26% conducting research online in 2011:

Image

Click to Expand! “Which of the following activities have you ever done on the internet? [Researched an item online]”

Who Purchases Online? 

Again, the UAE retain the largest share of online purchases between the same countries with 13% of respondents having purchased:

Image

Which Gender Buys Online?

 UAE men are most confident buying online. UAE women are the second most confident with online purchasing versus all genders in other countries. Closely pursued by KSA male and femals:
Image

CLICK TO EXPAND! “Which of the following activities have you ever done on the internet? [Purchase an item online]”

In the UAE, what age range and what gender are the most confident buying online?

Men between the age of 35-44 (21%) are the most prolific online buyers, followed by males in the increasing age ranges.

 Females 45-54 in the UAE are the most confident buying online in the female segment (15%).

Image

CLICK TO EXPAND! “Which of the following activities have you ever done on the internet? [Purchase an item online]”

Mobile Banking in the Middle East. KSA, UAE and Egypt. Who is the most confident?

According to the Google, IPSOS, IAB and MMA data, the most confident mobile bankers are:

Middle East smartphone owners use financial services:

  • 43% of all KSA
  • 40% of all UAE
  • 38% of all Egypt
  • (Reference: 48% of all USA)

By age segment:

  •  51% of males the total KSA 34-49 age segment were the highest penetration.
  • In the 18-29 age range, UAE males are most confident and active users with 48% of the age bracket using financial services regularly.
  • No data exists for the over 50 range

By Gender:

  • Males are the most confident throughout all countries
  • Saudi women are the most confident of all markets
  • Females aged 18 – 29 in KSA are the most confident by age range

 

Digital Arabia - Middle East Mobile Banking

Digital Arabia – Middle East Mobile Banking

Digital Arabia - Middle East Mobile Banking

Digital Arabia – Middle East Mobile Banking

Digital Arabia - Middle East Mobile Banking

Digital Arabia – Middle East Mobile Banking

Digital Arabia - Middle East Mobile Banking

Digital Arabia – Middle East Mobile Banking