Consumers in Qatar are early adopters, embracing technology to enhance and transform their end to end shopping experience.
As consumer preferences evolve, we see more shoppers in Qatar embracing online and virtual shopping. Combined with their early tech adoption, their decision making process from research to purchase and post purchase review uses technology to inform their choices.
In our recent Middle East findings of Pulse 6, PwC’s Global Consumer Insights Survey, 150 consumers from Qatar shared their experiences and future intentions relating to the consumer landscape. Like the rest of the region, shoppers in Qatar are socially aware, understand key trends globally and in the region, and are empowered by technology. They are supportive of local and sustainable products.
Increase in online shopping
Whilst in-store shopping remains important with 55% of respondents in Qatar daily or weekly shopping in physical shops, we see shoppers in Qatar also embracing more online and virtual shopping channels. 78% revealed that they are more likely to shop online in the next six months, higher than the rest of the region (66%) and globally (50%). 64% of survey participants enjoy buying their clothes, books and electronics online.
A more aware consumer base
Researching products online for their availability, price comparisons, special offers, and recommendations and reviews are increasingly important to more than 60% of consumers, which is far higher than their global counterparts (37%). Search engines (21%) and social media (17%) are the main channels used to research products.
In Qatar, sponsored ads on social media influenced consumers the most (19%), followed by ads linked directly to offers and promotions and ads personalised to geographic locations (14%).
Nearly three quarters of the respondents (73%) have purchased a product from the brand website with the remaining 27% open to the idea of purchasing directly from the brand owner in the future.
Thinking of products that you buy, have you ever purchased or considered purchasing them directly from the brand’s website?
Growing interest in buying and using technology to shop
Showing a keen interest for technology and early adoption, 41% of survey participants indicated that they would like to buy the latest tech as soon as it is available, higher than global consumers (19%) and 43% said they liked to own or try the latest technology before most people, compared to 29% regionally and globally.
Interestingly, virtual reality has also expanded in Qatar, with 41% of participants stating that they use VR frequently for their shopping needs, compared to 18% in the region and only 11% globally. Moreover, 25% of survey participants have used VR for entertainment to play games or watch a movie, while an equal number used it for customer services, higher than the region and globally.
Respondents in Qatar using VR compared to the wider region and globally
Being local and sustainable
Shoppers in Qatar are showing an interest in buying domestic brands or products. More than 20% of survey participants stated they would pay 11-20% above average to buy locally produced products made of biodegradable, sustainable material with a lower carbon footprint, or by companies showcasing ethical practices.
Subscriptions for convenience
Like the rest of the Middle East, consumers in Qatar are using subscription services. 38% of survey participants subscribed to fashion and clothing services, while 33% to grocery deliveries like meal kits, fruits and vegetables. The reasons given for signing up for these services were the ease of having products personalised (46%), consistent lifestyle pattern (46%) convenience (44%), ability to try on new products or services (40%) and cost-effectiveness (32%).
Why do you use or plan to use product/service subscriptions?
Positive travel trends
Travel continues to be important for consumers in Qatar, where 71% of consumers in Qatar would like to travel more to new destinations, compared to 58% globally, while 67% indicated that they would return to destinations they previously visited. Their top interests in travel is driven by immersing themselves in local cultures (48%), dining at top end restaurants (43%), and luxury accommodations (41%).
Conclusion
This recent survey spotlights a tech-savvy generation of consumers in Qatar who are accessing new technology to shape their shopping experience. Brands have an opportunity to make technology part of the physical and virtual retail experience. Retail companies can capture new opportunities in the virtual space by integrating virtual reality into their offerings and retailers can highlight their sustainability credentials to attract these consumers.
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