2012-02-13 12:21:04 - Many UAE residents are spending at least 15 hours a week surfing the web for personal use, according to Steve Hamilton-Clark, CEO of TNS MENA, part of the world’s largest custom marketing research agency.

Dubai, UAE February 13 2012:

He said that as the online world becomes increasingly accessible through a variety of devices more and more consumers are turning to the internet for information. Hamilton-Clark‘s message is that brands are now faced with the challenge of embracing digital media channels right across their business, or risk losing relevance.

“It is not simply about being good at digital marketing. It is about the success of the whole business in a world that looks to have embraced digital for life,” he said.

Hamilton-Clark’s observations are supported by the TNS Digital Life global programme which shows that 69 per cent of internet users in the UAE spend at least two hours a day online. Meanwhile, 90 per cent

of users nationwide use the internet for research.

The research also shows that 84 per cent of the global population belong to one or more social networks and 47 per cent of region-based respondents cited social networking as their most important online activity.

”We have been hooked and the trick now is for marketers to use this opportunity to really get to know their followers and provide them with relevant information as they gravitate towards an online experience that matches their needs.”

He pointed out that many brands, including media houses have indeed been fast to recognise the increasing use of the digital space for information, entertainment and social connectivity. He said that it is the task of online channels to keep us engaged, as well as to encourage complementary brands to join them in their space.

“Although markets differ in openness and infrastructure, the reality is that social networks are fast becoming a primary channel of communication. Brands have a golden opportunity to tap into the vast potential through compelling, relevant connectivity,” he said.

Hamilton-Clark’s observations are further supported by Digital Life statistics that show that mobile access to social networks has grown from 14 per cent in 2010 to 25 per cent in 2011, worldwide.

“Brands must keep in mind why users are online in the first place if they are to harness the power of the social explosion.

“From a consumer perspective Digital is less about brands talking about themselves and more about their individual needs being fulfilled. Online content has to be engaging and entertaining. Marketers need to understand and embrace this fact, and fast,” he concluded.

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About Digital Life
TNS’s Digital Life is a vast study into the attitudes and behaviours of the world’s consumers online. Digital Life applies TNS’s long-established expertise and deep consumer understanding to develop insights and address the key questions that inform marketing investment as well as pinpoint the range of growth opportunities available to brands in the online world. Digital Life’s size, scale and detail make it the most comprehensive view of consumer attitudes and behaviour online, at a global and local level; based on in-depth conversations with 72,000 people in 60 countries.

About TNS MENA
A part of TNS global, the world’s largest custom market research organisation, TNS MENA was established in 1980 to cater to growing markets of the Middle East. TNS MENA shares and supports the vision of TNS Global. As the world's leading Custom Market Research organisation, TNS operates across a vast network of over 80 countries.

With the acquisition of a majority stake in RMS, announced in December 2010, TNS now has the widest footprint of any agency across the African continent and Middle East region. Today TNS MENA is the largest full-service agency in MENA region with 150 research experts delivering accurate business insight and counsel to its 200 plus client base.

In MENA region TNS focuses on creating valuable market research in the leading sectors including: FMCG; Technology; Finance; Media; Healthcare; Automotive.

TNS MENA has pioneered Consumer understanding studies in regional markets with three main studies; Arab as a Consumer, Digital Life and Mobile Life and Consumer Sentiment & Confidence. The Arab as a Consumer study is a syndicated study organised by TNS MENA since 1987. ARAC 2020 Women study and Brands, Islam and the New Muslim Consumer are some of the niche extensions of the consumer studies with Shabab Tek, a youth study offers unique insight in GCC youth markets.

Over last few years, TNS MENA has achieved a volume of over 650,000 quantitative surveys and 3,200 focus groups per year in the region, thus being the number one market research and intelligence company in region.

For Media Enquiries in the Middle East:
Vanessa Garcia tel +971 55 531 4846 vanessa@strategicsolutionsonline.com