According to Google’s Consumer Barometer, an interactive digital consumer insights tool, some 93 percent of UAE and Saudi Arabian under-35s go online using either smartphones or tablets.

The 2018 data suggests that 52 percent of UAE residents prefer mobile devices compared to traditional desktops; in Saudi Arabia, this is 56 percent. In both countries, over 78 percent of smartphone owners prefer to carry out tasks, including product searches and purchases, using their smartphones. Despite some continued reluctance over online security and product quality, 40 percent of the population of the United Arab Emirates had recently made a purchase online. In Saudi Arabia, this figure was 80 percent. Consumers in both countries use mobile internet connections to search for information and reviews of local businesses in addition to making enquiries and purchases abroad.

In the United Arab Emirates, 63 percent of users searched for prices of local products online; in Saudi Arabia this was lower, at 20 percent. It does mean that local as well as international businesses have potential opportunities in the United Arab Emirates and Saudi Arabia. Typically, consumers were interested in contact information, location, and business hours. For businesses, there are encouraging signs in the younger generations. Some 80 percent of under-25s in Saudi Arabia researched a recent purchase using their smartphone. In the United Arab Emirates, this figure was 63 percent but showed all signs of future growth.

1.What local businesses in your community are using online, social media, or mobile marketing? Interview the owner or manager of one of the businesses to learn how he or she uses these marketing activities and how satisfied he or she is with the activities.

2.Mobile marketing can be confusing for a small business owner. Develop a presentation for small business owners that describes mobile marketing, its advantages and disadvantages, and examples of how small businesses are using mobile marketing.