Middle East customers rank among the most engaged users worldwide, for the second year in a row, with 14 Alexa interactions a day per customer, Amazon has revealed.
According to the firm, Alexa’s monthly active customers in the region increased by 40%, last year, with the surge in engagement also reflected in the number of Alexa interactions, which grew by 30% YoY in comparison to 2022.
Smart Home automation emerged as the most used segment for Alexa usage in the Middle East, with customers increasingly relying on Alexa to control their connected devices. In 2023 alone, Alexa turned lights on and off over 24 million times in homes across Saudi Arabia and the UAE.
Air conditioners rank as the second-most frequently used smart appliances, with over 8.9 million actions recorded year-to-date in these two countries. On average, Middle East customers are said to have 11 smart appliances connected to Alexa, demonstrating the growing adoption of voice-enabled home automation.
Beyond Smart Home control, Middle East customers turn to Alexa for a variety of entertainment and spiritual needs. Audio streaming – including music, Quran recitations, radio, and podcasts – ranks as the second-most popular domain. Surat Al Baqara was the most requested Surah in 2023, with Maher Al-Muaiqly being the most sought-after Qari.
In November 2023, Amazon introduced its Echo Show 8 (3rd Generation) in the UAE and KSA, kitted out with an improved processor and enhanced audio. It also launched the all-new Echo Pop in July 2023. The company attributed the increased engagement in the Middle East to its localisation efforts including regional dialects and an array of locally-adapted content.
“We are humbled with the feedback received from our customers in the Middle East region, and remain committed to delivering innovative, localised experiences that positively impact customers’ lives across the region,” Dr. Raf Bin Ameen Fatani, Regional General Manager, Alexa, MENA said.
