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Dubai - Today, Microsoft has announced the availability of new global research that reveals significant changes in the relationship consumers have with technology. Amongst other countries, the research, also conducted in the United Arab Emiratesis available for download today as part of Microsoft's Digital Trends 2015 report, and provides guidance and insights to online businesses looking to connect with customers across the digital platforms, devices and services they use most.
The research also reveals global consumers to be increasingly savvy purveyors of their online identities and in control of their online interactions with brands, with over three quarters (83.5%) aware of how their personal online presence, and the data it generates, powers the digital world. In addition, half (63.7%) are interested in sharing personal information as long as there is a transparent exchange from which they derive personal benefit.
Among the findings are that people want digital to teach them more about themselves; more than 87.6% globally expressed an interest in wearable technology. The same group gave testimony to their struggle with 'information overload' and are seeking experiences that help them break through the clutter, with 79.3% interested in services that help them manage their data online.
"While it's encouraging to see people becoming more comfortable with connected devices and the sharing of personal data online, it's clear that many are simply overwhelmed by information," said Thom Arkestaal, Research & Insights Lead, Emerging Markets, Microsoft Advertising. "Companies have to be transparent about how data is collected and how it will be used. There must be a reward - giving consumers and incentive to provide data and engage with services."
Additional findings from the report include:
• People worldwide are demonstrating an increasing interest for tracking apps and devices, with three quarters (87.6%) using technologies such as wearables and over half (72.2%) interested in the Internet of Things (connected homes and objects). Despite the rise, however, people admitted to being unsure of how to use these to optimize performance - one third (33.4%) use them to shape their activities and set goals, while around the same amount (30.6%) claimed to never doing anything with the data provided.
• In addition, people are facing information overload, and increasingly want an easier way to find what's valuable to them, with almost two thirds (74%showed interest in future technology that could provide this service. In fact, interest in technology that provides suggestions and recommendations for new experiences, new connections and new things to do based on personal information is at 69.8%
• With increasing amounts of data being stored online, people seek data management assistance. 79% of consumers in the United Arab Emirates have shown interest in digital services, but final control must stay with the data owner: 52% want to be able to choose how long information they share stays online.
• People don't want their online and real life experiences to be separate. Interest is growing in a future wave of digital services that will allow them to experience any place or object online or offline in the same way: 67.6%
• Based on their own needs and interests, people want to contribute to shaping and designing products and services: 5% are more likely to buy from companies that allow them to take an active role in personalizing their products.
• The lure of 'one size fits all' social networks is falling, 67.3% of people use different digital networks that are specialized, and suited to their precise needs or activities in any given moment
Waseem Afzal, Head of Digital at OMG said: "With the proliferation of media choices and explosions of screens, we have seen significant investment and the growing need to understand consumer insights. Our digital landscape in the region has changed massively over the last few years and the new study conducted by Microsoft unlocks some powerful and interesting insights. While it looks at the UAE through a global lens, it reveals what differentiates this market from many other developing ones"
Microsoft Digital Trends 2015 report, coveringmore than 13,000 consumers across 13 countries*, is the result of a partnership with the Future Laboratory and Research Now to investigate the future of digital behaviour and technology to better understand how brands can meet consumers' expectations today and in the future. Each trend tells a compelling story of the changing relationships toward devices, platforms, apps and brands, and together, helps online businesses to understand the new rules around connecting with people in a digital environment.The full Digital Trends 2015 whitepaper can be downloaded here.
*Brazil, Canada, China, France, Germany, Italy, Netherlands, Russia, Spain, Sweden, United Arab Emirates, United Kingdom, United States.
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© Press Release 2015
