451 research reveals 84 percent of UAE businesses find mobile apps are now a must to stay relevant
With rapid shift to digital services and contactless experiences, 84 percent of UAE businesses say that mobile apps are now a ‘must’ to stay relevant to their customers, according to findings from the latest research “State of Mobile App Strategies in the Middle East”, conducted by 451 Research, a part of S&P Global Market Intelligence, and commissioned by AppsFlyer.
Based on a survey of 250 marketers from the UAE and Saudi Arabia, the report highlighted the growing role of mobile apps as a primary interface between consumers and regional businesses. As such, it’s no surprise to see that more than nine out of ten UAE organisations now offer their customers mobile apps, with the report highlighting that ‘customer acquisition’ and ‘customer retention and loyalty’ are the top two reasons behind this strong focus on mobile applications.
With the growing demand for digital services, and the UAE now ranking eighth on the global list of cashless economies, businesses that have embraced mobile are already realising significant financial benefit. This latest mobile app strategy report showed that 40 percent of UAE respondents believe there has been at least a 26 percent increase in mobile-driven revenues for their organisation in the last 12 months, with just over one in six reporting this figure to be more than 50 percent.
It’s clear that UAE businesses recognise this need as nearly all intend to increase their spending on mobile marketing, as a result of growing customer demand for customer experiences. A quarter of organisations have earmarked a very large increase in spend, which if directed and managed correctly could translate to a significant advantage in outperforming their peers in growing their mobile app user base and revenues.
“As Middle Eastern marketers look to measure the effectiveness of their mobile strategies, multi-touch mobile attribution complements existing marketing success metrics, providing businesses with a sum greater than the parts. Measurement use cases coupled with engagement and retention-centric metrics like customer lifetime value, monthly active users and customer retention rate can help marketers take it to the next level, optimizing acquisition, retention and the long-term profitability of their mobile marketing campaigns and initiatives.,” said Sheryl Kingstone Research Director, Customer Experience & Commerce at 451 Research, the team behind this research.
