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ANALYSIS

Convenience is key for Mideast consumers: PwC

DUBAI, 17 days ago

Convenience is key for Middle East consumers who are more likely than their global counterparts to use food delivery services, said leading assurance, advisory and tax services firm PwC in a new report.

The Middle East findings of PwC’s Global Consumer Insights survey released today (February 11) at the Retail Leaders Circle Mena Summit examine consumer preferences in Abu Dhabi, Dubai, Riyadh, Jeddah and Cairo — to really understand where and how consumers shop, what their lifestyle is like and why they choose to live in their respective cities.

Norma Taki, Middle East Consumer Markets Leader at PwC said: “Convenience is key to Middle East consumers and they are willing to spend to get it. This is reflected by the reliance on food delivery apps, willingness to pay for super quick delivery and use of mobile payment platforms.

“To capitalise on this, companies should continue to invest in creating seamless customer journeys that ensure that consumers can complete their purchases with minimum amount of friction.”

Key findings

Abu Dhabi

•    Consumers in Abu Dhabi tend to be more cautious with their spending compared to consumers in other cities in the Middle East — almost a third plan to keep their personal spend the same in the next 12 months.
•    Favour in-store shopping more than consumers in other cities in the Middle East.
•    Are frequent users of mobile payment platforms, such as Apple Pay and Google Wallet, to pay for purchases in-store.

Dubai

•    Consumers in Dubai tend to access mobile loyalty and rewards coupons via apps, such as the Entertainer, more than consumers in the rest of the region and globally.
•    Use online grocery delivery services weekly and rely on food delivery apps more than consumers in other cities in the Middle East — in fact just 7 per cent of respondents in Dubai said they never use food delivery apps.
•    Consider safety and security the primary reason for living in their city.

Riyadh

•    Consumers in Riyadh shop online via smartphones — more than consumers in other cities in the Middle East — and are most likely to place an order using a mobile app, pay ahead and collect their purchase in-store.
•    Are most likely to order a meal kit from a food delivery subscription service at least once a week and are most inclined to book their hotel stays and other accommodation exclusively online.

Jeddah

•    Consumers in Jeddah are most likely to purchase the majority of their groceries online and to shop using a tablet.
•    Make more purchases using an in-store app than consumers in other cities in the region. They also pick up ready to eat meals at the supermarket at least once a week — almost a third of them do so more than two times a week.

Cairo

•    Consumers in Cairo are particularly bullish, with two thirds planning to spend more in the next 12 months than they did last year.
•    Are least likely among those surveyed in the region to shop online using their smartphone because of connectivity issues. Instead, they prefer to use more traditional shopping channels.
•    Indicate overwhelmingly that the main reason they live in their city is their social network. – TradeArabia News Service




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