www.tnsglobal.com/connectedlife

Dubai, UAE 11 January 2015: Adults, nationwide own at least four devices each, bringing the UAE in line with the global average, according to a recent study from Connected Life by TNS, the world's largest custom market research organisation. 

However smartphone device ownership in the UAE is over-indexed, meaning consumers own more smartphones compared to the rest of the world. 

The study also identifies that UAE residents are communicating across Social Media channels up to five hours a day, and are fast to follow trends.  In fact the UAE ranks ahead of many 'mature' markets, particularly when it comes to device-driven services.   

"UAE consumers are very open to using mobile devices to support lifestyle. Examples include the monitoring of personal data like exercise, connecting the car or home to other devices or the internet, using a 3D printer, and even using wearable technology, such as a smart watch.  

"This trend provides nimble marketers with a great opportunity for targeted communications," said Stephen Hillebrand, CEO, Middle East.  

However, he warned users have a tendency to work across multiple channels and are fast to adopt more advanced devices, meaning that the targeting opportunity is also a complex task.  

The study suggests that there is a pattern in behaviour, and that consumers are selecting the device, channel or touch-point that is relevant to them and the moment they are in. 

"The Connected Life study shows UAE users as spending an average of five hours a day on devices whether it is mobile, tablet, pc or laptop.  

"Drilling down, it suggests that although males own more devices, all the users see the internet as an essential source of information and are quick to adopt new technologies," Hillebrand said. 

The study also shows UAE users are heavily influenced by what they see and read on digital and social channels, with an increasing number emerging as engaging influencers themselves. 

"Internet users in the UAE are very active communicators and many are attracting followers across a variety of channels, including direct communications via Instant Messaging, email, and video/voice calls.  Facebook and YouTube the top contenders, but it is the new-kid-on-the block, WhatsApp that is emerging as the most favoured communication platform of the moment."  

Hillebrand said that Connected Life also reveals details of mobile and traditional device usage, such as radio, newspapers and TV, creating an interesting combination of multi-screening or 'screen-stacking'  - the use of multiple digital devices at the same time; a relationship that looks to be growing steadily. 

"Advertisers must continue to adapt to our changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated marketing online approach in order to engage consumers," Hillebrand concluded.

TNS's new study Connected Life, tracked over 55,000 internet users across 50 countries,  including in UAE and Saudi Arabia (www.tnsglobal/connectedlife) looking at the digital attitudes and behaviours while exploring how technology is transforming the lives of consumers - thus marketing strategies, worldwide.

For Media Enquiries in the Middle East:
Susan Furness Tel. +971 50 6556126 media@strategicsolutionsonline.com

About Connected Life
Connected Life is a leading global study of the digital attitudes and behaviours of over 55,000 internet users across 50 countries, exploring how technology is transforming the lives of consumers across the world. It offers essential insight into the impact of the growing digital ecosystem on the media landscape.

Connected Life also uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment; it is a powerful tool that helps brands make better digital decisions.

The fieldwork was undertaken in all markets between March and June 2014.

For further information, visit www.tnsglobal.com/connectedlife

About TNS Middle East
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.

TNS is one of the largest full-service agencies in the Middle East region, with over 100 research consultants delivering accurate business insight and counsel to its 200 plus clients. TNS focuses on creating valuable market research in leading sectors including FMCG, Automotive, Technology, Finance and Media.

TNS Middle East 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.

© Press Release 2015