Online shopping, mobile phone games, household chores and user-initiated advertisements are some of the biggest trends to emerge amid the COVID19 pandemic in the Middle East, a mobile advertising agency survey revealed.

As people around the world, including the GCC, are encouraged to stay home in order to ensure their health and safety, the COVID19 outbreak has radically changed people’s daily lives and preferences, said AdColony.

When the mobile advertising firm distributed its Coronavirus Impact Survey in the Middle East to respondents in a typical age group of 25-54 years, it didn’t expect the usual results.

The survey suggests that people are gradually adapting to new realities spending more time on their connected devices.

More than 40 percent of the respondents are switching to online shopping and 31 percent of the respondents are reducing the number of market visits. Also, people are playing more mobile games to cope up with the lockdown. About 85 percent are playing mobile games for relief, while 47 percent of respondents are playing mobile games on their smartphone every day with 32 percent playing new games on their smartphones.

The other three trends highlighted by the AdColony survey are:

  • Public transportation is being reconsidered as 20 percent of the respondents have cut back on public transport.
  • Housework is more productive as more than half of the respondents (54 percent) said they are doing more household chores.
  • User-initiated ads are the most liked ad format. 23 percent of the respondents state that they prefer ads that help them notice products they might need. User-initiated advertising is the most positively perceived ad format with 35 percent of the respondents.

Warrick Billingham, Regional Sales Director of AdColony for MENA, said: “With new cases being reported daily, it is an important time for brands to determine their role and tone of voice. Should they be quiet? Or should they help control the situation by demonstrating understanding and value during these times of social distancing?”

To better understand the consumer behaviour and changes in the wake of COVID19 lockdowns across the GCC, AdColony refers to a research report by global advisory firm Kantar Consulting.

The research suggests that consumers are focusing on basic needs and expect brands to supply and deliver them reliably in times of crisis.

“When we look at consumer purchasing habits from the moment the COVID-19 pandemic started, we see that people are turning to personal hygiene, health and nutrition, and home cleaning products. However, we also see the consumption of alcoholic beverages, luxury items, and perishable foods like fresh meat and fish are decreasing, said the report.

As consumers become more aware of their health and safety, they expect brands to show the same care, consideration, and social awareness for the services and products they offer, it said.

Consumer expectations from brands across categories are: 65 percent insurance products and services that promise health and wellbeing; 59 percent food and beverage products and services that are safe to use; 56 percent consumer goods products and services that are safe to use; 55 percent health and wellness products and services that promise health and wellbeing; and 45 percent banking products and services that are safe to use, according to Kantar Consulting.

As the COVID-19 pandemic continues, consumers will continue to become more conscious and focus on their own health, safety, and immediate needs, it said, adding, if brands can support the consumers and address consumer concerns on that immediate basic-needs level, they will gain their trust in the long term.

(Writing by Atique Naqvi, editing by Seban Scaria seban.scaria@refinitiv.com)

#TRENDS #CORONAVIRUS #MIDDLEEAST

Disclaimer: This article is provided for informational purposes only. The content does not provide tax, legal or investment advice or opinion regarding the suitability, value or profitability of any particular security, portfolio or investment strategy. Read our full disclaimer policy here.

© ZAWYA 2020