The digital assistant, Alexa, has seen significant engagement within the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE), with over 140 million requests recorded in 2024. Data suggests a strong adoption of the technology for various purposes, including smart home management, entertainment consumption, and accessing spiritual content.
A notable trend is the increasing integration of smart home devices within households in these regions. Year-over-year data indicates a 35% rise in connected devices, highlighting a growing interest in automating home environments. This increase is further supported by the high interaction rate, with customers averaging over 180 interactions with Alexa in December 2024 alone. This suggests a substantial reliance on the technology for daily tasks and routines.
Beyond home automation, Alexa serves as a platform for entertainment and spiritual engagement. A significant portion of requests revolves around spiritual content, with over 5.1 million prayer reminders and 1.69 million “Athkar” actions recorded. This demonstrates the integration of digital tools into daily religious practices within the KSA and UAE.
Football, a popular sport in the region, also drives a considerable amount of Alexa usage. Over 5 million football-related queries were recorded, indicating a strong interest in accessing information and updates about the sport. Among local teams, Al Hilal appears to be particularly popular, with its fans showing a higher engagement rate compared to other local clubs. International football clubs also garner significant attention, with Barcelona, Real Madrid, and Manchester City being among the most frequently requested teams.
The accessibility and functionality of Alexa in the region is attributed to its localization features, particularly its support for Khaleeji Arabic. This adaptation allows for a more natural and seamless interaction, contributing to its widespread adoption. The ability to access localized content, such as regional news and music, further enhances its relevance to users.
The data provided shows that Alexa has become a tool that is used for a wide range of tasks by people within the KSA and UAE. The integration of the tool into daily life, from the management of smart home devices, to spiritual needs, and entertainment use, shows the tools adaptability.
