Middle East youth market for digital technology is growing at rapid pace
Young consumers in the Middle East are prepared to invest their money in well-marketed IT brand, particularly on laptops, digital cameras and DVD writers, revealed a research survey by ACNielsen . Commissioned by BenQ, the survey revealed that “these consumers are looking for Compact and sleek designs when buying a computer hardware and peripheral product.”
A research study was conducted to determine category drivers and shopping habits of computer hardware users in the age group of 15-49 years in the Middle East, with a specific focus in the age group of 15-29 years. Men and women under the age of 29 contribute as much as 65 percent of the total population of many Middle East states.
In Saudi Arabia, a country of more than 24 million people in which more than 65 percent of all men and women are under the age of 29, 40 percent of all respondents indicated an intention to purchase a laptop in the next few months. A further 37 percent suggested they would purchase a digital camera in the same space of time, while 35 percent of respondents agreed that buying a DVD writer was high on their list of purchasing priorities in the coming months.
The research was designed as a quantitative survey using a structured questionnaire, which posed a mix of closed and open-ended questions to respondents. All fieldwork was conducted in the summer of 2003. — (menareport.com)
© 2003 Mena Report (www.menareport.com)