Ride-hailing Insights across 30 countries

Written by

Tien Chau

A marketing professional with a passion for combining data and storytelling to craft clear narratives from consumer insights.

Key Insights from the TGM Global Ride-Hailing Insights 2026

The Driving Force: Why MENA Consumers Turn to Ride-Hailing in 2026

The ride-hailing market in the Middle East and North Africa (MENA) has become a core part of urban life, reflecting its growing role in supporting both essential transport needs and everyday mobility patterns.

Ride-hailing in MENA has become a core part of urban mobility, shaped by both necessity and everyday routines. While many consumers still rely on these services when other transport options are unavailable, usage today extends far beyond occasional needs, reflecting a broader role in how people move across cities.

Insights from TGM Global Ride-Hailing Insights 2026 reveal how these behaviors vary across the region. From functional reliance to routine commuting and social travel, country-level differences highlight how local transport conditions and lifestyle dynamics shape when and why consumers turn to ride-hailing.

The Regional Pulse: What Drives Ride-Hailing in MENA

Regional and Global Alignment

Across the MENA region, the most common reason consumers turn to ride-hailing services is when other transportation options are unavailable.

44% of respondents in MENA cite "Emergencies/backup when other transport is unavailable" as their primary reason for using these services.

This pattern closely reflects the global ride-hailing trend, where 40% of respondents worldwide report the same motivation.

In many cities, ride-hailing functions as a reliable mobility backup, offering a practical alternative when public transport schedules, taxi availability, or personal transport options fall short.

What Drives Ride-Hailing in MENA: MENA and Global Alignment

Across both MENA and global markets, ride-hailing services are increasingly utilized as a dependable alternative for time-sensitive transit when other modes do not meet the user's immediate needs.

The Rise of Routine and Social Habit

Beyond its role as a backup solution, ride-hailing is becoming embedded in everyday mobility. Daily commuting for work or school (39%) is the second most common use case in MENA, showing that these platforms are now part of regular transportation routines.

At the same time, ride-hailing also supports social and leisure mobility. About 36% of respondents use ride-hailing for activities such as dining out, nightlife, or visiting friends, reflecting how these services enable flexible movement within urban environments.

Together, these trends show that ride-hailing in MENA serves both functional mobility needs and lifestyle-driven travel.

Country Comparison: Utility vs. Lifestyle

While the regional average provides a baseline, a country-by-country analysis reveals how local conditions dictate why people book a ride.

The Functional Markets: Morocco and Egypt

Morocco presents the highest reliance on the "emergency" factor in the region, with more than half of Moroccan users (52%) booking a ride primarily when other options fail. Similarly, Egypt shows a high reliance on this factor at 49%.

Taking a deeper look, Egypt stands out as the most routine-heavy market. 42% of Egyptian users rely on ride-hailing for their daily commute, such as work or school, the highest percentage among the countries surveyed in MENA.

In this market, ride-hailing has transitioned from an occasional service to a primary mode of transport for recurring daily activities, with users integrating these apps into their fixed schedules more frequently than their regional neighbors.

The Social Driver: United Arab Emirates (UAE)

The United Arab Emirates presents a different profile. Unlike Morocco and Egypt, the top reason for using ride-hailing in the UAE is social and leisure activities (44%), such as visiting friends or going to restaurants.

This is significantly higher than in Morocco, where only 23% of users book rides for social purposes. For UAE users, the app is a tool for enhancing social experiences.

Implications for Mobility Platforms and Service Providers

The insights from TGM Research highlight three critical strategic areas for providers looking to scale in the MENA region.

Reliability as a Core Competitive Advantage: With many users relying on ride-hailing when other transport options are unavailable, consistent availability, short wait times, and strong driver supply remain critical to maintaining trust. Especially during peak hours, where demand is highest, ensuring sufficient driver coverage can create a clear competitive advantage.
Leverage Lifestyle Integration Opportunities: In markets like the UAE, where social and leisure usage is strong, integrating ride-hailing into dining, entertainment, and nightlife ecosystems can help drive deeper engagement.
Targeting Different Mobility Moments: Focusing on peak commuting hours with tailored offerings, such as dynamic pricing or ride bundles, can better align with routine travel demand and encourage more frequent usage.

For a deeper understanding of ride-hailing behavior in MENA, explore our findings on usage frequency and time-of-use patterns. Access the full reports for Morocco, the UAE, Egypt, and Saudi Arabia.