Kippreport’s top insights from the Digital Media ForumMarch 29, 2015 11:16
UAE has highest mobile penetration in region
Apparently, 83 per cent of UAE's mobile users agree they would 'feel lost' without their devices.
May 28, 2013 5:29 by kippreport
Market research firm, TNS Mena, has released a study showing that the United Arab Emirates enjoys a 73 per cent penetration of mobile internet usage, while Mena and global figures remain at 41 per cent, and 51 per cent respectively.
Additionally, it also shows that 83 percent of users in the UAE agree that mobile “is an extension of me — I feel lost without it,” with 81 per cent stating their mobile is their most important piece of technology.
The company’s CEO, Steve Hamilton-Clark, was citing the recent 2013 TNS Annual Mobile Life Report, which draws on consumer behavior motivation and attitude responses from 38,000 people in 43 countries to help companies develop a mobile business and marketing strategy.
“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.
The study also highlights that customers want to interact with the world around them as they look for brand experiences that engage, entertain and remain on the mind.
As mobile engagement grows, Hamilton-Clark insists that consumer brands must be prepared to manage a full spectrum of customer services – be it helping with pre-purchase research or slick after-sales services.