Google Mena has launched its latest service that will provide critical data about the online behavior of urban consumers in key Mena markets.

Insights Mena is an interactive tool capable of providing significant information about the online behavioral pattern of consumers in Egypt, Jordan, Morocco, Saudi Arabia, and UAE.

Google held a media briefing on Insights Mena, during which Najeeb Jarrar, head of Marketing for Google Mena; and Karina Przyjemski, research manager for Google UK highlighted the advantages of Insight Mena to help users visualize and interact with the data while selecting and exploring the countries, sectors, and consumers groups that are most relevant for them.

Insights Mena is a free online tool of comprehensive research on the media habits of consumers in the Middle East and North Africa and can be accessed at insightsmena.com.

Insights Mena provides key statistics on consumer behaviors, including media usage, internet usage, mobile usage, activities, e-commerce and online attitudes. This information can then be filtered by gender, age, and country to allow for better targeted results. The site is available in Arabic, French and English.

“Insights Mena will provide viewers with access to knowledge, while at the same time expanding the Arabic content ecosystem to better serve the growing constituency of such content,” said Jarrar.

“This service will also provide much needed information for internet users in the Middle East, which grew in the past six years at an incredible speed of 275 per cent.”

The fieldwork for Insights Mena was conducted between September and November 2010 using a sample population of urban men and women aged 15 years and older. The information provided on this latest service is the result of 1,500 face-to-face interviews across the five above-mentioned markets.

“We are always searching for new ways to help out our users. When we create a new service, it is usually based on a need and Insights Mena addresses the need for up-to-date figures and statistics on consumer behavior; credible research in general is what we would ultimately like to give the markets this service tackles,” said Przyjemski. – TradeArabia News Service