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As of the second quarter of 2025, mobile phones emerged as the most popular means of accessing the internet in the United Arab Emirates (UAE), with around ** percent of users. Recently, virtual reality has become more accessible and is currently used by roughly *** of those surveyed.

Connected UAE presents new opportunities

Close to 100 percent of residents in the UAE have internet and mobile broadband access. The country boasts an advanced fiber-optic and telecommunications network with reliable and fast internet speeds. Residents in the country are avid users of social media. YouTube and Meta-owned companies topped the UAE’s list of social media platforms with the most users . This highly connected population has enticed companies to increase their influencer marketing budget to engage with potential customers and increase brand awareness. However, this is still a fairly new form of advertising for many marketing executives, with many underscoring the challenges that come with influencer marketing in a 2023 survey.

Emphasis on digital technology

The UAE has been at the forefront of adopting modern technologies. This ranges from e-governance, healthcare, and education to finance and other sectors. Its’ Smart Cities initiative has made public services in cities like Abu Dhabi and Dubai more digitally connected to increase urban living standards. Healthcare has also benefited from the strong digital infrastructure, allowing residents to make appointments, communicate with physicians, or even access medical records via an online portal or mobile application. Apart from public services, the government has invested heavily in technologies such as artificial intelligence, virtual reality, blockchain, and e-mobility, all of which require a robust telecommunications backbone. To this end, the government has rolled out a wide range of incentives for companies and businesses to set up shop in the country, placing the UAE among the leaders in the MENA region by number of tech startups.