Amazon Announces Most Used Alexa Features In Middle East In 2023
Amazon Alexa marked its two-year anniversary with a resounding success in delivering hyper-localised experiences to homes across the Middle East.
Middle East customers have proven to be among the most engaged globally for the second consecutive year, averaging 14 interactions per day per customer.
In 2023, Alexa’s monthly active users in the Middle East witnessed an impressive 40 percent increase, reflecting a substantial surge in engagement.
The number of Alexa interactions also saw a substantial YoY growth of 30 percent compared to 2022.
Smart Home automation has emerged as the dominant segment for Alexa usage in the Middle East, with customers increasingly relying on the voice-activated assistant to control their connected devices.
Lights have been turned on and off over 24 million times in homes across Saudi Arabia and the UAE in 2023 alone.
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 have 11 smart appliances connected to Alexa, highlighting the growing adoption of voice-enabled home automation.
Beyond Smart Home control, Middle East customers turn to Alexa for entertainment and spiritual needs.
Audio streaming, including music, Quran recitations, radio, and podcasts, stands out 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 terms of entertainment, Arabic artists dominate, with Mohammed Abdo reigning as the most popular artist, followed by Fairuz, Khalid Abdulrahman, Amr Diab, and Abdulmajid Abdullah.
“الموسيقى الهادئة” (calm music) emerged as the most requested genre, and Akinator, also known as “المارد الأزرق” (The Blue Genie), captivated users as the most popular game requested on Alexa.
Amazon expands Alexa in Middle East
Amazon has introduced new features and products to enhance the Alexa experience in the Middle East.
The Echo Show 8 (3rd Generation), launched in November 2023 in the UAE and KSA, promises more personalised, proactive, and intuitive experiences at home.
The Echo Pop, introduced in July 2023, adds a new semi-sphere form factor to the Echo family, delivering full sound with custom-designed front-facing directional speakers.
Amazon’s deep localisation efforts contribute significantly to Alexa’s success in the Middle East. Supporting Khaleeji Arabic, a dialect spoken in the Arabian Peninsula, Alexa provides access to a vast array of localized content, including news, music, and skills.
“We are humbled with the feedback received from our customers in the Middle East region, and remain committed to delivering innovative, localized experiences that positively impact customers’ lives across the region. We are deeply grateful for the enthusiastic embrace of Alexa by our customers and look forward to continuing to innovate and deliver even more delightful experiences,” Dr. Raf Bin Ameen Fatani, Regional General Manager, Alexa, MENA said.
