
In Pulse 6, we see price-conscious shoppers cross-checking product prices from multiple sources. With higher awareness levels, there is an uptake in the use of specialised price comparison platforms to complement relying on search engines, Amazon, social media, and word-of-mouth.
Consumers in the Middle East have a slightly higher preference for physical stores compared to shopping online via mobile phones and personal computers and for brand’s websites.
Sustainability and emerging technologies feature high on the list of generally young and tech-savvy consumers in the region.
Instore shopping has been dominant for frequent shopping in the last 12 months and preferred by 49% of regional consumers in the region, who have boosted self-check-outs in physical stores. More than 50% of respondents prefer using self-checkout because it is faster, has a more responsive touch screen and has a greater variety of payment options. Also, 42% of regional consumers use it as it enables them to purchase products directly from the aisle without the need to wait in long queues.
The Pulse 6 global survey has revealed that half of those polled intended to boost their online spending and continue shopping in physical stores over the next six months.
Consumers in the region will continue to seek the convenience of buying online with the confidence of buying in-store. They want the best of both worlds - the immersive experience of physical shopping as well as the convenience of online and are increasingly using digital technologies to make an informed purchase.
Consumer behaviour in the Middle East continues to evolve into a more informed, tech savvy group of shoppers, which signifies empowerment by digital transformation and a dynamic shopping landscape. It is important for retailers to accept these changes and reflect them in their strategies, products, and the overall shopping experience.
This year, the global survey focused on 8,975 consumers in 25 countries and territories, including 792 respondents in the Middle East region.
The Pulse 6 Middle East findings included responses from 642 consumers in Egypt, Saudi Arabia and the UAE, split between 55% men and 45% women. 79% of the sample are in the 18-41 age group, the sample comprises 57% Millennials and 22% Gen Z respondents, reflecting the region’s young demographic profile, and around 77% are employed.
This report references the Middle East findings of the following surveys:
Roy Hintze
Maye Ayoub
Empowered by technology, a more aware Middle Eastern consumer doesn’t hesitate to make informed choices
بفضل التمكين التكنولوجي، بات مستهلك الشرق الأوسط على دراية أكبر بالسوق ولا يتوانى عن اتخاذ خيارات مدروسة