At Redseer, we delve deep into various Consumer Internet sectors across the GCC region, drawing on over 10+ years of experience. While the pandemic drove rapid adoption of the digital economy, purchase decision criteria have evolved significantly in recent years.
Through our brand and industry trackers, we closely examine the factors influencing decisions in the digital economy, providing valuable insights to navigate the increasingly competitive landscape. Interestingly, consumer behavior in the regional markets of the UAE and KSA demonstrates notable differences.
1. Demand dynamics in UAE & KSA demonstrate notable differences
UAE and KSA both represent significant regional markets, and their consumer demand dynamics diverge notably.
Distinctions in purchase behaviors stem from varying consumer demographics and behaviors. In UAE, over 85% of the population comprises expatriates, whereas locals form the majority in KSA. Additionally, household sizes in KSA tend to be larger than those in the UAE. Moreover, retail spending per capita is typically higher in the UAE compared to KSA. These factors contribute to two markets within the same region, being characterized by distinct consumer traits.
2. Increased Emphasis on Quality in the UAE, Heightened Concerns about Platform Experience in KSA
In the UAE, consumer behavior in digital services has shifted towards a quality-centric focus. Whereas, in Saudi Arabia, users are in the process of maturing their preferences, presenting a landscape where brands must strategically position themselves. This entails a delicate balance between understanding evolving consumer behaviors and executing targeted strategies for consumer share acquisition.
This also mirrors trends observed in developing markets like India, where the purchase journey is heavily influenced by factors such as app UI/UX. Brands that excel in delivering intuitive design gain an edge in capturing consumer preference.
3. The prominence of quality is key in UAE whereas KSA is driven on platform experience
Further, within each decision criterion, the importance of quality stands out prominently in UAE. As users are quite mature, brands must elevate their offerings to meet heightened expectations for quality and experience. On the other hand, in KSA, the growing demand for seamless platform experiences signals a pivotal shift in the digital economy. Further, as expats become a larger part of the population, the need for brands to prioritize user-centric design will become key.
In conclusion, to navigate these distinct markets successfully, brands must tailor their strategies accordingly. Understanding the unique consumer dynamics and decision criteria is essential for capturing market share effectively. While opportunities exist in both markets, a nuanced approach is required to capitalize on their difference.
In conclusion, to navigate these distinct markets successfully, brands must tailor their strategies accordingly. Understanding the unique consumer dynamics and decision criteria is essential for capturing market share effectively. While opportunities exist in both markets, a nuanced approach is required to capitalize on their difference.
