Over 16 million Internet users in Middle East North Africa (MENA), accounting for 25% of the
region’s Internet population, are Digital Natives who shape online trends – making the 25-30
year old age group the largest, most influential demographic.

Effective Measure Vice President (Digital Insights) Brendon Ogilvy points out the significance
of this demographic, “Digital Natives pave the way for older and younger generations to
purchase goods and services, conduct research and reach out to communities online.

Profile of Digital Natives in MENA:
• Frequent Sport, Entertainment and Information Technology websites
• Are most active on Tuesday (weekday) and Sunday (weekend)
• Highest saturation in GCC and North Africa

“Over 1 million digital natives accessed mobile Internet in May, contributing to an upward
growth of 15% compared to the month before. This solid progress opens the door to targeted
mobile marketing campaigns aimed at acquiring deep and wide reach.

“Experiencing the technology boom first hand has certainly influenced the way Digital Natives
interact- they hold the key to e-commerce opportunities,” says Ogilvy.