Convenience, relevance, independence, reassurance and experience are keys to mobile success
Dubai, UAE May 2013:Mobile has emerged as the most multi-dimensional channel available to marketers, enabling customer interaction on a personal level with new forms of engagement and rewards while providing retailers with valuable and exciting new marketing and advertising opportunities, according to TNS MENA one of the world's largest custom market research organisations.
The company's CEO, Steve Hamilton-Clark was citing the recent 2013 TNS Annual Mobile Life Report,which draws on consumer behaviour, motivation and attitude responses from 38,000 people in 43 countries to help companies develop a mobile business and marketing strategy.
The study reveals that the UAE enjoys a 73% penetration of mobile internet usage while MENA and global figures remain at 41% and 51% respectively. The study also shows that 83% of users in the UAE agree that mobile "is an extension of me -- I feel lost without it" with 81% stating their mobile is their most important piece of technology.
"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," explained Hamilton-Clark.
"Saving consumers time, effort, and delighting them with simple convenient solutions is key for a brand to remain in the mobile circle of trust."
The study also highlights that customers want to interact with the world around them as they look for brand experiences that engage, entertainand remain top of mind.
"We found that consumers want to take the risk out of decision making and have the reassurance of assessing products and offers with relation to sources that they trust to make an informed, independent decision," added Hamilton-Clark.
"Furthermore brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for consumer uptake. However customers seek freedom and independence to make choices and conduct activities when and where they want to."
Hamilton-Clark stressed that as mobile engagement grows, consumer brands must be ready to manage a full spectrum of customer services, from assisting pre-purchase research, through to product selection, purchase, delivery, as well as a slick after-sales service.
"While we continue to choose diverse ways of seeking purchasing reassurance, an integrated approach that meets customer needs at all touchpoints is essential," he concluded.
*Source: TNS's 2013 Mobile Life study www.tnsglobal.com/2013/mobile-life
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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.
About Kantar Worldpanel
Kantar Worldpanel is the world leader in consumer knowledge and insights based on continuous consumer panels. Combining market monitoring, advanced analytics and tailored market research solutions KWP delivers both the big picture and the fine detail that inspire successful actions by our clients. Our expertise about what people buy or use - and why - has become the market currency for brand owners, retailers, market analysts and government organisations internationally. Kantar Worldpanel and TNS are part of Kantar Group.
Please visit www.kantarworldpanel.com for more information.
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© Press Release 2013
