20 Jul What are the UAE consumers up to online?
Over the last few years, digital / online has really emerged to be a very interesting consumer touch point. Gone are the times when you could run a TV spot in the prime time slot, and assume that your target consumer will not just consume the ad, but also action it. This “digital revolution” has picked up most in the last couple of years. With the Internet being involved in almost everything we do – from working to shopping, from socializing to studying – consumers are not going online for just one activity; they are practically living there!
While we know people are actually doing multiple things when they’re online, it’s a tough ask to stir a change in strategy without statistics and numbers. This article outlines a few insights on what UAE consumers are doing when they’re online. But first, let’s see who is online?
If Google’s Consumer Barometer is to be believed, over 89% of the UAE population uses the Internet for personal reasons every day, out of which 70% prefer getting done with the task on a smartphone, if possible. It’s almost admirable that as many as 99% of the UAE population have access to mobiles or smartphones. And over 50% of these use their smartphones as much as desktop/laptops to live online. If I look at the insights of a couple of social media pages that I manage, over 70% of the traffic is coming from mobile!
So are these people doing anything for your brand when they’re online? Let’s find out.
UAE users seem to rely more on the Internet to shop. According to another research, 51% of the UAE population is shopping online. In the last year itself, Internet was used in 24% of purchase journeys. Over 50% used Internet primarily for checking the price of a product they need, followed by contact information and then to find addresses of their required businesses. Over 60% of these are using smartphones to find out about local businesses, making it highly imperative for brands to have a mobile-friendly website and have good rankings on Google search.
All this is great, but is the Internet enhancing the shopping experience for the end users? Checking out products from foreign vendors is becoming increasingly popular. Over 66% do so to find better products available abroad, followed by those who are looking for the best offers and others simply find better choices to make smart decisions.
Now that we have taken a look at a few numbers to better understand the online consumers’ behaviour, here are some questions you need to ask your brand:
– First off, is your website mobile-friendly?
– Are your social campaigns optimized for different platforms?
– Are you keeping an eye on reach, impressions and their cost to you?
– Are you using different media intelligently to expand your visibility?
– How do you rank on Google search? Or is your website search optimized?
– Are you focusing on social and website traffic from smartphone users?
Author: Ayaz Noor Muhammad