The smartphone market in the UAE is strong with a 73 per cent penetration and most consumers looking to upgrade devices, said a research study.

The TNS Annual Mobile Life Study draws on consumer behaviour, motivation, attitudes and responses, said a statement.

It predicted that the usage of more advanced features and apps is set to explode as mobile internet grows.

“Mobile internet usage in the UAE is currently outstripping Mena regional and worldwide averages which remain at 41 per cent and 51 per cent respectively,” said Steve Hamilton-Clark, CEO of TNS Mena, a custom market research organisation.

“Marketers need to know that the impact of mobile in the path to purchase is now very real, with a strong group-purchase and coupon-redemption culture in the UAE. Brands must now consider mobile apps together with related mobile use to support in-store sales,” he said.

The study showed that as more people gain access to smartphone technology, they are eager to use new content and multiple functions.

“On the flipside 78 per cent say apps are better than mobile websites for accessing content, while a similar percentage would delete apps if they aren’t interesting. In fact, 73 per cent say they are ‘annoyed’ when apps don’t contain all the features via website access,” said Hamilton-Clark.

The TNS study confirms the massive potential of app usage among mobile users but warns that deeper understanding of consumer behaviour should be sought before companies fully embrace the trends. - TradeArabia News Service