United Arab Emirates: A global study conducted by Toluna, an international online market research company, showed consumer interest in the latest technology releases is much higher in the U.A.E than in the other 14 countries surveyed. Consumers in UAE appear well ahead of their international peers when it comes to expectations regarding technology brands.
The study indicated that 63% of consumers in the UAE expect more innovation in technology compared to 43% in global markets, which is compelling evidence of how the UAE is keeping up and surpassing other countries as a sophisticated market with a healthy appetite for new launches. This shows a solid base of savvy consumers geared toward modern technology and is also a sign of how the state's interest and efforts in educating consumers about modern technologies are paying off.
The study also indicated that 32% of UAE consumers, compared to 18% globally, have tried new brands of tech products and are more demanding in terms of additional features and wider options expecting more from brands than consumers from other nations. Furthermore,
52% expect clearer information on manufacturing sources and 53% expect more sustainable options.
Commenting on the results, Sakina Mannan, Senior Account Director MEA at Toluna said “it’s not surprising that consumers in the UAE seem to appear at the forefront in terms of interest in newly released technology products. This is an indication that the country is firmly moving towards a leading position in consumer electronics both in the region and globally and is in line with other trends such as the adoption of smart products and innovative services. The UAE market is now characterized by a culture of engagement with tech brands, and consumers are keen on assessing the quality and performance of new products as well as being comfortable demanding more from brands in this space.”
In addition to the UAE market, the study covered 14 global markets in Europe, East Asia, Australia and New Zealand, U.S.A., and Latin America.
Summary:
- Technology Brands – Actions & Expectations o New Brand trial for Technology is higher in the UAE than in the other countries surveyed (32% in UAE vs 18% globally).
- On average, people in UAE expect more things vs global – Average Mentions are 8 in UAE vs 5 globally.
- Innovation is the topmost expectation from Technology brands in the UAE vs Lower prices globally.
- Expectations are higher for “More choice of brands”, “More innovation” and “Additional features & Benefits” in the UAE vs globally
-Ends-
Notes
The full report entitled “Conscious Consumers, a Year of Change” is available upon request. The report refers to wave 18 of the Global Consumer Barometer and is part of a series of surveys issued periodically by Toluna starting in March 2020. Toluna’s Barometers present indepth studies of consumer behavior, expectations and needs as well as market trends.
For more information, please contact:
Rima Termes
Communications Advisor T.M.C.C.
e-mail/ rima@comtmcc.com
About Toluna
Toluna is a leading digital insights market research company, enabling quick and cost-effective market research insights:
- Toluna has proprietary online panels in 70+ markets with 36 M+ highly engaged consumers.
- Our team of 2,800 out of 24 offices delivers around 40,000 projects annually to many Fortune 500 companies (i.e. NBC Universal, BBC, Publicis Group, Dentsu, The Boston Consulting Group, Samsung, Qatar Airways, etc.).
- Toluna focuses on solutions with speed which makes it possible to obtain data of N=1000 sample size within half a day in many countries. Fieldwork is monitored in real time and our automated dashboards enables to derive insights in the moment.
- We offer end to end market research services with flexibility to meet your project-based needs (i.e. questionnaire design, survey programming & hosting, sampling, analysis, reporting, etc).
One of our USP is owning industry’s first end-to-end, single login real time consumer intelligence platform that automates research and provides benefits of speed and cost – delivering on the promise of lean and agile research with quality data, in real-time and on-demand. This digital platform can be used across BHT, Online Communities (qual focus groups), Concept Testing, Pack Testing, Analytics, DIY, Mobile surveys, Dashboards, Digital Tracking, Max Diff, Conjoints, etc.
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