Posts

OMD launches study to explore ‘Future of the UAE’

/0 Comments/in /by

OMD has launched a study to explore future behaviours of UAE consumers. The survey, called ‘The Future of the UAE’, aims to assess the impact of changes to the country’s population and socio-demographics on lifestyles, shopping, technology and media consumption. It will also explore consumers’ expectations and attitudes towards life in the UAE and the country’s role globally.

The fieldwork for OMD’s study on the future state of the consumer society in the UAE is already underway, including face-to-face interviews with a representative sample of 2,000 residents in the country.

OMD UAE is partnering with Integral-OMG, the research and consultancy arm of Omnicom Media Group MENA, to conduct in-depth qualitative and quantitative research, exploring consumer values and attitudes in the UAE today, as well as the changes in the modern household and their impact on decision-making and media consumption.

As well as dealing with societal issues, ‘The Future of the UAE’ study will delve into consumers’ attitudes towards technology, including smartphones, mobile and e-commerce platforms, media consumption and technological advances, as well as their expectations from brands, key sentiments and values that resonate with them, and their lifestyle aspirations for the future. Based on this intelligence, brands can derive affirmative conclusions on how to better communicate with their consumers in the face of change.

“Technology is constantly transforming our industry worldwide, and in the UAE that velocity is much higher given consumers’ seamless adoption of anything new,” says Nadim Samara, Managing Director, OMD UAE & Lower Gulf. “Catalysed by both the government’s pursuit of technology, along with a higher average purchasing power parity by the UAE residents, these future behavioural habits of consumers are an area of vast interest for brands and one that is particularly hard to predict. This is why we have decided to undertake this study, with the goal of gaining valuable insights on the future for us to make more effective and impacting decisions for our stakeholders; our intimate knowledge of ‘where we are heading’ is paramount to navigating the consumer pivots successfully.”

‘The Future of the UAE’ is part of a global research initiative by OMD, with some 15 studies either already completed or currently underway. Based on a consistent model, they allow for international comparisons, making the project relevant for both local and international marketers.

Integral-OMG publishes paper on mobile devices

/0 Comments/in /by

Integral-OMG, the research arm of Omnicom Media Group MENA, has partnered with specialist digital marketing agency Resolution and Google to produce a comprehensive mobile white paper, ‘Upward Mobility: Reflecting on the Growth of Mobile in MENA.’

Integral-OMG’s research shows that an average smartphone user in the region currently spends upwards of four hours per day on these devices. Google reports that consumers in the UAE have an average of three internet-enabled devices and that mobile devices account for 50 percent of YouTube viewership in Saudi Arabia. Advertisers are regarding it more and more as a valuable medium with plans for greater investments; by 2020, Omnicom Media Group estimates that 58 percent of all digital investments in the region will be on mobile.

‘Upward Mobility’ provides further insights on consumer behavior around the device, the emergence of the second screen in television consumption and the rise of the mobile transactions in the region. While there is a lag, both globally and regionally, between users’ adoption of the medium and that of advertisers and publishers, this gap is being bridged over time. The paper outlines what changes need to take place for all parties to realise the full potential of this ubiquitous platform.

“Our latest white paper takes a closer look at the state of mobile in the region and analyses the implications on the communications industry,” says Ziad Skaff, Regional Executive Director – Research and Insights, Omnicom Media Group MENA. “It not only goes beyond the top-line penetration and usage figures, but also explores the behaviours of users, advertisers and publishers. Mobile devices will continue to transform the way we target and communicate with consumers. In order to capitalise on the opportunities presented by the media, the mindset of the industry has to similarly evolve.”

Wassim Kabbara, Head of E-commerce, Retail and Local at Google MENA adds, “The region has one of the highest number of smartphone users in the world. With more than half of search queries and YouTube views coming from mobile, and 90 percent of users who are online daily on their devices, the opportunities are endless. One of our top priorities in MENA is to help businesses become mobile leaders in their own right, offer best practices and help them innovate through this medium beyond just advertising.”