Don’t Underestimate the Middle East - Who Are Their Consumers?
The Middle East is an incredibly vibrant market and while conflict in the region has restricted growth in some countries The World Bank in a recent report says GDP growth could increase from 3.3% to 7.8% in the next five years. Qatar already enjoys the highest GDP per capita of any country in the world and that is before they host the World Cup!
The survey is an incredible resource for marketers and communications planners who want to do business in the Middle East. It helps to explain how the region’s most affluent work, rest and play, as well as their media behavior including all major platforms TV, print, mobile and digital.
The countries of the Middle East are culturally diverse and as a marketer it is vital to understand what behaviors bring these countries together and set them apart.
Digitally focused
While digital adoption within the wider population lags behind Europe, the reverse is true for the regions Affluent. Not only do they have higher levels of penetration of smart technology (98% smartphone, 70% tablet) but they also spend more time online (133 vs 113 mins per day in Europe). When compared to 2014 the Affluent of the region now spend 26 more min online per day.
The affluent of the region are highly demanding when it comes to how, why and what news and business news they consume. The Affluent Survey provides a clearer picture of the adoption of new digital platforms – for example penetration of wearable tech is already 16% among the Middle East Affluent, well ahead of Europe at 5%.
Appreciation of quality
Some of the world’s most Affluent individuals reside in the Middle East, these are the movers and shakers of the region. The mean income of the average Affluent in the Middle East is €61,333 and includes 284,000 C-Suite.
The Affluent of the Middle East are buoyant they have significant disposable income, they don’t mind paying extra for quality (76%) and standing out in a crowd is important 67%. This makes it an incredibly important market for many international advertisers of luxury and travel products.
Globally minded
The Affluent across the Middle East are both highly educated and highly international in their perspective. 87% have a university degree or higher degree, 80% speak a second language well enough to read/watch foreign media, 70% consider themselves a global citizen, 39% have either been educated or worked abroad and a further 28% are expats, 74% take at least 1 air trip per year.
For the Affluent understanding the big picture and getting a wider perspective is a priority. 89% chose to watch an international TV channel every week, this rises to 90% when you include consumption via digital platforms.
