Mobile phone subscriber numbers jumped from 20,000 in 2002 to 27 million in 2012 in Iraq, said a recent survey.

Iraq’s information and communication technology market looks to be driving the entire technological infrastructure development, according to the ‘Iraqi As Cosumer 2012’ (IRAC) study carried out by market research organisation TNS Mena and IIACSS, a public opinion and marketing research company.

About 95 per cent of Iraqi households own a colour television, 93 per cent have an electric or gas cooker and 90 per cent have a refrigerator, said the study.

The survey further revealed that a typical upper class household usually has AC in each room, fridge, microwave, dishwasher, washing machine, several plasma or LED TVs and an electric generator, while a typical middle class household features a plasma or LED TV, AC (no split system) and a smaller electric generator.

Steve Hamilton-Clark, CEO of TNS Mena, said: “This provides a huge opportunity for brands across all categories to increase penetration, introduce new products and services, and build loyalty.”

Hamilton-Clark observed that more clients of TNS would like to enter the Iraqi market which until now was hard to penetrate due to the lack of information about it.

“As information becomes accessible, marketers too must acknowledge this fast growing customer segment that needs specific understanding and marketing strategies,” he said.

The IRAC study embraces an understanding of socio-cultural, economic factors, emerging trends and their impact on consumer behaviour, attitudes and lifestyle.

“Now brands must work to find the best way to connect with their relevant consumer, using different media touch points and generating new channels for communications to ensure that the desires, wants and needs of the Iraqi consumer are accurately met,” Hamilton-Clark added. - TradeArabia News Service