From Cairo to Dubai, consumer habits in the Middle East and North Africa are changing fast. People are shopping online more, watching short-form videos, and using mobile apps for everything — from banking to entertainment. The region is catching up with global digital trends, but it’s also shaping a few of its own.
Here are five trends that are driving digital behavior across MENA — and what businesses need to know to keep up.
1. Mobile-First Mindset
Smartphone use is almost universal in key MENA markets. In the UAE, mobile penetration has reached 99%, and in Saudi Arabia it’s close behind, according to GSMA Intelligence.
This means most people are interacting with brands through their phones first — whether they’re shopping, browsing, or playing games. Websites and apps that aren’t mobile-friendly get ignored. Fast loading, intuitive design, and easy payment systems are now expected, not optional.
For Gen Z and Millennials, a mobile experience is the whole experience.
2. Short-Form Content Is King
Across MENA, TikTok, Instagram Reels, and YouTube Shorts have changed the way people consume content. Videos under 60 seconds are the new normal.
This isn’t just about fun — it’s about discovery. Many users learn about new products, services, and even news through these formats. In Egypt and Saudi Arabia, TikTok is among the top three most-used apps, especially among users under 30.
Brands that embrace short, native-style content are more likely to grab attention and build loyalty.
3. Digital Payments Are Becoming the Standard
Cash is still common in some parts of the region, but digital payments are growing fast. Platforms like STC Pay, Fawry, and Paymob are making it easier to shop, subscribe, and send money online.
In the UAE, over 70% of adults now prefer digital payments over cash, according to Mastercard’s 2023 MENA report. This shift is also enabling new business models — from subscriptions to microtransactions.
Consumers want fast, secure, and local payment options. And they want them available in just a few taps.
4. Gaming and Digital Play Are Mainstream
Gaming is no longer just for teenagers. People of all ages across MENA are playing mobile games during commutes, lunch breaks, and weekends. It’s casual, social, and always accessible.
And it’s not just international games. Localized platforms like Arab casinos are gaining popularity for offering content in Arabic, themed visuals, and payment options that match regional preferences. These platforms aren’t just entertainment — they’re part of a digital lifestyle where ease, relevance, and familiarity matter.
5. Trust and Personalization Drive Loyalty
Today’s consumers want two things: trust and relevance. They expect platforms to keep their data safe — but they also want recommendations that feel personal.
AI-powered suggestions, chatbots, and curated content are now part of the experience. In a region where privacy is valued, this has to be done carefully. But when done well, personalization builds loyalty.
People return to platforms that “get them” — whether it’s a shopping app, a news feed, or a streaming service.
UAE Leading the Charge
The United Arab Emirates is often the first to adopt these digital shifts. It has one of the highest internet penetration rates in the region (over 99%) and leads in fintech, smart cities, and mobile integration.
Online casinos in UAE are a good example of how entertainment platforms are adapting to consumer behavior. They offer mobile-first experiences, fast sign-ups, and local-friendly interfaces that speak directly to how users in the UAE expect to interact with digital products.
What It All Means
If you want to succeed in MENA’s digital landscape, you need to meet users where they are — on their phones, in short videos, in games, and in secure digital environments.
Trends come and go, but consumer behavior tells a longer story. And right now, that story is about speed, simplicity, and smart digital design.
