Special Features
UAE Teens Spend About 4 Times More Than The Global Teens!!
Emirati teenagers spend 4 times more than that of global teens with an average weekly spending of USD 103, as compared to USD 28 of a global teen states the findings of the report released by AMRB; a Dubai based leading market research agency and TRU, the pioneer in global teen research.AMRB and TRU, both part of Kantar group joined hands to release the second edition of the extensive report on the lifestyle, opinions, views, perceptions etc of MENA teens from UAE, KSA and Egypt. The study focuses on MENA teens vis-a-vis global teens across 40 countries. The study was conducted among local Arab male and female teens aged 12-19 years across all socio-economic classes. Face-to-face interviews were conducted with 2,000 teenagers (UAE, 400; KSA, 800; and Egypt, 800).
According to Gagan Bhalla, CEO AMRB, MENA “The study reveals interesting facts about the MENA teens consumer spending habits. Affluent background, aspirations to spend more, peer acceptance and willingness to work to earn more are some of the parameters that support the spending decisions of the MENA teens. Getting to know the spending habits of teens shows the great power they have as consumers.
Marketers need to realise that the brand loyalty starts at young age and is carried on in adulthood. Hence it is very important to understand the spending habits of teens. MENA Teens in particular are some of the biggest spenders, especially when it comes to clothing, gadgets, and entertainment.”
The study emphasizes on the economic diversity within MENA region wherein on one hand UAE teens splash all the cash and are highest spenders on other hand Egyptian teens spend the lowest. Spending by Egyptian teens is way below MENA or even global averages The Egyptian teen spends one fourth (7USD) of that of a global teen. The KSA teen is comfortable spending 56 USD in a week.
Expectedly the older teens mostly spend more than younger ones, which is obviously because they have more opportunities to do so. In UAE, girls shop as much as the boys – Women have always been and will be shopaholics!! However, this is not the case with KSA & Egyptian societies which defy the norm. Here, teen boys spend more than the girls – probably because they get more money, more opportunities to spend along with more exposure to the outside world
Typically referred to as the generation of “Conspicuous Consumption”- research reveals; MENA teenagers are highly optimistic about spending more next year as compared to their Global counterparts. Despite the difference in affluence levels, the focus in the region is on ‘Consumption’ rather than ‘Conservation’ – even the Egyptian, who don’t have much money, want to spend more next year – i.e. the concept of saving is not instilled into youth from a young age and this could potentially be an alarming situation during economic downturns” says Gagan Bhalla CEO AMRB, MENA.
Globally as many as 17% teens feel they would be spending less this year, the MENA teens do not seem to be affected by the economic downturn. Most of the UAE teens plan to spend more (62%) or the same amount (36%). Given the saving the KSA girls have, 74% plan to spend more in this year
Despite having the lowest absolute income in the region, Egyptian teens are much more positive about their spending outlook -75% claim that they would spend much more in the coming year, which is not only higher than global average, but also higher that their more affluent neighbors. Overall more than half of the MENA teens plan to spend more next year.
For more information on the study contact AMRB: Ms. Deepali, deepali.bamane@amrb.ae/ or Mr. Ram, ram.dhara@amrb.ae
About AMRB:
AMRB, a Kantar group company was established in 1999 and is one of the fastest growing research companies in the Middle East & North Africa region. Since inception, AMRB has worked with various blue chip clients across a wide geography as well as in categories as varied as personal care products to diamonds to wireless.
The agency’s forte lies in specialised areas such as consumer market research both quantitative and qualitative, industrial market research, and business to business market research.
AMRB is operational across Middle East, Levant, and North Africa regions with its headquarters in Dubai headed by Mr. Gagan Bhalla. This extensive regional coverage coupled with local knowledge and grassroots understanding of individual market enables AMRB to become most trusted research partner for Global Brands in this region.
About TRU:
TRU, also a Kantar Group company, is a pioneer in Teens research. For more than 25 years, TRU in the US has provided insights that have helped many of the world’s most successful companies develop meaningful and profitable connections with young people. In 2009/10 TRU conducted a global teens study, covering 25 key markets which this year has expanded to 40 markets globally. Now AMRB & TRU bring this research to the MENA region with the inclusion of KSA, UAE and Egypt in the 2011 global study.
