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Jun 16 2013

Businesses Urged To Embrace LBS And QR Codes

More than 53 per cent of UAE-based customers that don’t yet use Location-based services (LBS) yet are interested in doing so, according to Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation.
More than 53 per cent of UAE-based customers that don’t yet use Location-based services (LBS) yet are interested in doing so, according to Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation.

43 per cent of UAE-based mobile users currently use LBS
Dubai, UAE 16 June 2013: Location-based services (LBS) and Quick Response (QR) codes look to be the next mobile growth feature, according to the Annual Mobile Life Study by TNS, one of the world's largest custom market research organisations.

The study reveals that in a region where mobile penetration stands at 92% across the studied markets, 43% of mobile users currently utilise LBS based services with over 53% of UAE-based customers who don't yet use LBS being interested in doing so.

The study, which draws on consumer behaviours, motivations, attitudes and responses, also shows that 37% of LBS users find friends and navigate their way around, while 27% use LBS to find nearby points of interest and as an alternative to dedicated GPS services.

Steve Hamilton-Clark, CEO of TNS MENA said location based services are finally 'coming of age' with figures showing that 19% of mobile users use QR codes and 28% are interested in using them.

"Advanced features such as home control, speech to text, LBS and scanning QR codes hold strong growth potential," he said.

"As more people gain access to smartphone technology, they are eager to use new content and multiple functions as long as they deliver convenience, experience, reassurance, relevance and independence.

"Smartphone is a major entry point enabling consumers to access information and be entertained. Brands that can gain their confidence and enter the mobile circle of trust can reap huge benefits of engagement and loyalty."

Meanwhile, home WiFi connection and emails are the most used services, WiFi connection in public areas and video streaming are growing in usage followed by synchronised phone content, reading e- magazine and newspapers, watching live TV shows and speech-to-text services are fast gaining popularity.

"The study has shown an increasing willingness to engage with Mobile based services, and marketers must embrace the unprecedented level of engagement and targeting of what LBS and QR codes offer, however it has to be done in line with how people in individual markets want to engage with brands to avoid being intrusive," Hamilton-Clark concluded.

*Source: TNS's 2013 Mobile Life study www.tnsglobal.com/2013/mobile-life

About TNS MENA
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world's consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.

TNS is part of Kantar, one of the world's largest insight, information and consultancy groups.

Today TNS MENA is one of the largest full-service agencies in the MENA region, with 140 research consultants delivering accurate business insight and counsel to its 200 plus clients. In the MENA region TNS focuses on creating valuable market research in leading sectors including FMCG, Automotive, Technology, Finance and Media. Every year TNS MENA conducts over 900,000 quantitative interviews and 3,500 qualitative conversations.

TNS MENA pioneered consumer understanding programs in the region with studies such as TNS Arab As Consumer (ARAC), TNS Digital Life and TNS Mobile Life. The TNS Arab As Consumer program is a syndicated offer, first started in 1987. TNS has now completed TNS Iraqi As Consumer (IRAC), TNS Corporate Reputation Program (UAE & Saudi Arabia) and TNS Market SENSUS, a large scale demographic study in the UAE and Saudi Arabia.

Please visit www.tnsglobal.com for more information.

For Media Enquiries in the Middle East:
Sarah Azad
Tel. +971 50 980 3810
sarah@strategicsolutionsonline.com

© Press Release 2013


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