Exponential announces results of mobile research

Digital advertising intelligence company Exponential Interactive has revealed its results of the research conducted into what people in the Middle East’s choice of mobile phone brand says about them, and how this can be used for marketing and advertising techniques.

Exponential Interactive conducted an analysis of the anonymous online behaviour of 1.1 million people in the Middle East and North Africa during the third quarter of 2014, researching mobile phones to compare the strongest – or most ‘over-indexing’ – interests across topics which include film, cars, travel and shopping.

Of the five brands measured, the results of the research found that Apple is the only one more likely to appeal to women, while Samsung, BlackBerry, Nokia and LG are all more likely to be of interest to men. Geographically, Abu Dhabi residents are the most likely to be interested in Apple, whilst Dubai residents are the most likely to be interested in BlackBerry.

As confidence in e-commerce increases across the region, LG owners are leading the way as the most likely to make purchases on a mobile phone, while Apple owners are the least likely.

“The research throws up challenges to stereotypes and interesting reinforcements about the type of people who own different phone brands,” says Amer Attyeh, Regional Business Head for the Middle East and North Africa, Exponential Interactive. “For instance, iPhone owners were perceived as the young trendsetters but they’re actually the most likely to be into golf, fishing and looking at home insurance – things generally associated with older demographics. More practically, this type of data helps companies advertise more effectively. For instance, it shows Apple would do well to use rap and hip hop music in marketing activity. Meanwhile, sponsoring BMW-related events could pay dividends for Nokia. As The Hunger Games scores highly among people interested in LG, the brand might consider using star Jennifer Lawrence in marketing activity.”

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