This week the mobile operators association GSMA confirmed the United Arab Emirate’s position as one of the most advanced mobile markets in the world, with 80 percent of the country’s population using their mobile devices to access the Internet. The country’s high rate of mobile adoption is already well known, with the UAE leading in smartphone penetration from 2013. According to the Telecommunications Regulatory Authority (TRA), mobile phone usage in the UAE increased to 228.3 phones per 100 people this year.
As mobile has become the preferred media channel for consumers, so it has become the main driver for digital advertising. According to emarketer, some 63% of global digital media spending this year will be mobile and this is expected to grow to 77% by the year 2021.
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