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Emirati teens struggling by on $130 a week…
Teenagers in the UAE, who get 20 times more pocket money than their Egyptian counterparts, are the most pampered in the world, according to a study by AMRB MENA.
April 18, 2010 4:05 by AMRB MENA
The MENA region has one of highest population growth rates in the world – close to 70 per cent of the population is less than 30 years of age. An important group within this young population is teens, soon-to-be-adult children who are casting off the controlling influence of their parents and starting to exercise independent decision-making. Understanding teen culture is imperative for any marketer aiming to engage with this emerging target audience.
Although they enjoy their newfound independence, Middle Eastern teens still retain strong family ties – most live with their family and are quite comfortable with this arrangement. By contrast, most teens in the West look at breaking out on their own the moment they are able to.
Although family ties are undeniably strong, some of the importance accorded to it could be due to the financial support that the family provides – unlike in the West, where teens are expected to supplement their income with part-time work.
UAE teens are the most pampered – their average pocket money of $130 a week is one of the highest in the world. Saudi teens are also well off ($60). Egyptian teens get only $6 a week. Despite this, few Egyptian teens consider part-time work a means to supplement their income.
Teens in the region also spend a lot of their time with friends, either virtually (internet/phone) or in person. Nearly two-thirds of teens in Saudi Arabia and half in the UAE cite spending time with friends as a preferred way of using their free time. On average, Middle Eastern teens spend nearly two hours daily with their friends.
Teens in the Middle East emerged as tech savvy, fashion conscious and as comfortable with their Islamic identity as they are with Western brands.