Brands turn to free-spending Mena teens

Teenagers in the Middle East and North Africa (Mena) seem to be coming to the rescue of recession-hit brands and retailers. A recent report indicates that more than 50 per cent of Mena teens plan to spend more next year when compared with 40 per cent, globally.

The first-ever study of this kind, called Global Teen Insights Program-Mena edition 2010 has been released by Dubai-based market research agency AMRB and global teen researchers TRU.?It revealed that UAE teens spend $71 (Dh260.78) on clothing and apparel in a month compared to $21 spent by teenagers globally.

Clothes remain the top segment of shopping, followed by apparel, including shoes, handbags and cosmetic jewellery. Cosmetics also get a major share of their shopping dirhams.

The report showed that Emirati teens spend $25 in a month on cosmetics compared with $6 globally. In fact, Emirati teenagers have shown faith in regionally-produced cosmetic lines and have been spending as much in regional brands such as Mikyajy, if not more.

Mobile phones seem to be gaining in appeal with more and more teenagers investing in the latest models, due to peer pressure. More than 70 per cent of Mena teens own cellphones.

Among Emirati teens, 28 per cent own smartphones compared with 11 per cent of global teens. Most of the Emirati teens interviewed for the report felt normal cell phones were passé.

Pepsi and Adidas feature among the top five most-favourite brands, which is similar to the global top favourite list.

"While teen [years] are usually considered to be the age of rebellion, 'family' is a core part of Mena teens' lives. Like all global teens, Mena teens want to reach for the stars, yet their feet are firmly planted on the ground. They are closer to their families and culture than their global counterparts," the report said.

AMRB and TRU, both part of the Kantar group, joined together to release the report representing 66 million Mena teens. The research aims to understand teens' lives, their behaviour as consumers, their associations with and perceptions about brands, their lifestyle, views and opinions about a variety of topics, stated an official communiqué.

Commenting on the report's findings, Gagan Bhalla, General Manager, AMRB, said: "On one hand, Mena teens are much more closely tied to their families, culture and religion as compared to their global counterparts, but on the other hand, they are very similar to global teens in terms of brand exposure, technological awareness and future aspirations. The study reveals a conflict in the minds of Mena teens who are at the crossroads of civilisation."

The study also highlights the key differences between Mena teens and global teens across 23 countries. "Peer pressure remains the driving force among teenagers and they are the new shopping force anywhere in a consumer society," said Jayesh Ravindranath, ais BrandLab's General Manager for the Middle East and Asia.

"Societies that are young are the driving force for the economy and with literally no intention of saving, they spend liberally," explained Ravindranath. "Most brand campaigns are moving towards younger consumers. Polo, one of the mature brands, has taken on a younger face to promote its new line of products. The same is true of Old Spice."

The study was conducted among local Arab male and female teenagers between 12 and 19 years across all socio-economic classes. Face-to-face interviews were conducted with 2,000 teenagers (400 in the UAE; and 800 in Saudi Arabia and Egypt respectively).

Respondents were interviewed in Dubai and Abu Dhabi in the UAE and in Cairo and Alexandria in Egypt. In Saudi Arabia, the interviews were conducted in Jeddah, Riyadh and Dammam. The survey was conducted in late 2009.

"At one level, there are deep-set traditional values and at another level, there are enticements like cellphones, the internet, brands, westernised celebrities, etc. Marketers need to identify and resolve this conflict and find a balance where teens can have it all. The study is bound to make a valuable contribution to the decision-making process of any company targeting Mena youth," Bhalla said.

Nilesh Ved, Chairman, Apparel Group, described the phenomenon as a relief for the "retail market".

A major player in the retail market representing more than 60 brands in the region, Ved said: "Teenagers are not just one of our major consumers, they are also very demanding and expect the very best and latest in shopping aisles. That compels us and other players in the market to stay alert to trends and constantly seek the best and the latest for our young shoppers."

The study reflects the interplay between the aspirations of Mena teens with the hold of tradition and religion in their societies.

Teens being teens, they have found the "path of least resistance", that is, they have reconciled their aspirations for swanky cars, trendy clothes and cool gadgets with the need to pray five times a day and to go for extended family lunches on Fridays, the report added.

MENA TEEN INTERESTS: FROM ADEL IMAM AND GOOGLE TO SOCCER

- Teenagers in the Middle East and North Africa (Mena) share their aspirations with their global cousins: Both aspire for better education and a better life. However, it was noticed that the actual time spent on educational pursuits in the Mena was lower as compared with other developing markets like India and China.

- International leagues, events and stars from the world of sports are more favoured among Mena teens, soccer being the most favourite game among the boys and swimming among girls.

- In the world of entertainment Egyptian glitterati shines – Adel Imam, Ahmed El Sakka and Ahmed Helmy. But even Hollywood stars such as Tom Cruise and Bruce Willis glitter in Emirati eyes.

- In terms of online hangout places, Google, Yahoo and Facebook are the favourite websites among Mena teens. This is very similar to global teens.

- "Glocal" is the catch-word for successful brands in Mena; global in image but local in emotional connect. Brands have to be seen as bridging the gap between the global and the local.

- Quite unlike global teens, Mena teens wear religion on their sleeves and profess to be more patriotic than their global counterparts.

- Lives of Mena teens are much more restricted and regulated than their counterparts in other parts of the world. Exposure and expression for girls is quite limited and the meteoric rise in popularity of talk shows and blogging indicates a need for greater self expression.

- Mena teens are not anti-West – most of the favourite brands are Western and they believe the US is the most influential country in the world today.

AVATARS

The study refers to different dimensions of teens' lives as 'Avatars'.

- Every day Avatar: Daily life and activities of teens

- Consumer Avatar: Teens as consumers

- Hip Avatar: Celebrities and personalities in teens' lives

- Sporty Avatar: Sporting side of teens' life – favourite sports, leagues and events

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