UAE mobile market yet untapped

Mobile has emerged as the most multi-dimensional channel available to marketers, enabling customer interaction on a personal level, according to a TNS Mena region study.

The market research firm cited findings from the 2013 TNS Annual Mobile Life Report, which revealed that a mobile platform today has opened doors to new forms of engagement and rewards, whilst providing retailers with valuable new marketing and advertising opportunities.

Company CEO, Steve Hamilton-Clark said the report draws on consumer behaviour, motivation and attitude responses from 38,000 people in 43 countries to help companies develop a mobile business and marketing strategy.

The study revealed that the UAE 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.

The study also shows that 83 per cent of users in the UAE agree that mobile “is an extension of me; I feel lost without it.”

Meanwhile, 81 per cent stated their mobile is their most important piece of technology.

“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.

He continued: “Saving consumers time, effort, and delighting them with simple convenient solutions is key for a brand to remain in the mobile circle of trust.”

The study also highlighted that customers want to interact with the world around them as they look for brand experiences that engage, entertain and remain at the top of their mind.

“We found that consumers want to take the risk out of decision-making and have the reassurance of assessing products and offers with relation to sources that they trust to make an informed, independent decision,” added Hamilton-Clark.

“Furthermore brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for consumer uptake. However customers seek freedom and independence to make choices and conduct activities when and where they want to,” he added.

Hamilton-Clark stressed that as mobile engagement grows, consumer brands must be ready to manage a full spectrum of customer services, from assisting pre-purchase research, through to product selection, purchase, delivery, as well as a slick after-sales service.

“While we continue to choose diverse ways of seeking purchasing reassurance, an integrated approach that meets customer needs at all touch points is essential,” he concluded.

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