Mobile digital experience in the Middle East: consumer survey

This report uses consumer survey data to analyse the digital experience of smartphone users in the Middle East. It considers respondents’ use of traditional and digital channels for sales and customer support and provides a detailed analysis of the impact of self-care apps on customer satisfaction.

Topics analysed

• Main channels used by consumers to interact with mobile operators
• Split between traditional and digital channels
• Use of sales and customer service channels, and how this varies by operator and country
• Role of the digitalisation of customer services and its impact on KPIs such as Net Promoter Score (NPS) and intention to churn.

Survey data coverage

The survey was conducted in association with On Device Research between July and August 2022. The survey groups were chosen to be representative of the mobile-internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were 750 respondents per country, and 3000 in the region.

Geographical coverage

• Kuwait
• Oman
• Saudi Arabia
• UAE