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10 Things You Need To Know About Women In MENA

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New Piece by Ipsos MENA: "10 Things You Need To Know About Women In MENA". For anyone interested in understanding this important consumer segment across 9 markets in the region.

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10 Things You Need To Know About Women In MENA

  1. 1. 10 Things You Need To Know About Women In MENA
  2. 2. Women are one of the most powerful consumer segments in the world. Not only does their influence extend across major categories, they are also the main influencers when it comes to purchase decisions relating to the household. Their strength as a consumer segment is also evident in the MENA region. As such, in order to harness the potential that can come about from understanding this segment in MENA, Ipsos launched “She Speaks”, the most comprehensive syndicated research effort studying women in the region, shedding light on their attitudes, aspirations, lifestyles and behaviors, thus providing a holistic understanding of this segment across various aspects of their lives. Conducted between January and June of 2016, “She Speaks” covered 9 markets in MENA, and this report highlights the 10 Things You Need To Know About Women in MENA, focusing on key insights into their lives, which in turn enable brands to better understand and engage with an extremely important segment in the region. Introduction: “The 10 Things You Need to Know About Women in MENA”
  3. 3. 92Qualitative Focus Groups 120Consumer Immersions 9Countries Across MENA (KSA, Kuwait, UAE, Iran, Morocco, Egypt, Iraq, Jordan, Lebanon) How We Did It All? 13,500Quantitative Interviews 30 Minute Face To Face Interviews Females Aged 15-54 Years SHE SPEAKS: A Note on
  4. 4. 10 Things You Need To Know About Women In MENA
  5. 5. 8 in 10 are RESPONSIBLE for carrying out shopping for the HOUSEHOLD The female head of household is completely trusted when it comes to household shopping as ultimately, she is the person who best understands her family's needs, and is also the most knowledgeable when it comes to available offerings in the market. 94% 93% 91% 89% 79% 69% 56% 55% 46% Egypt KSA Kuwait UAE Lebanon Iran Jordan Morocco Iraq In Many Markets, She Is The Designated Household Shopper Results based on Female Heads of Household
  6. 6. Whether it’s her influence on brand selection, or her involvement in the actual purchase of household products, the woman’s role in selecting products for the household is substantial. 93% FOOD & BEVERAGE 96% PERSONAL CARE PRODUCTS 89% HOUSEHOLD APPLIANCES 88% FURNITURE & ACCESSORIES Her Involvement In Household Purchase Decisions Extends Across Many Categories % Involved Results based on Female Heads of Household
  7. 7. Nonetheless, She Does Not Generate Her Own Income Despite her influence in household decisions, she remains reliant on the men in her life for financial support, be it for household related purchases, or for her own personal use. Depend on Receiving an Allowance as a Primary Source of Income 7 in 10 83% 82% 81% 76% 65% 59% 52% 45% 41% Iran Iraq Jordan Egypt KSA Lebanon Morocco UAE Kuwait Sources of Income Income Allowance Both None 16% 66% 8% 10% Those Depending on an Allowance as a Source of Income By Country
  8. 8. Therefore, Product Selection Is All About Value For Money Her financial dependence often has implications on her shopping behavior. While Gulf countries remain more focused on quality and brand name when it comes to product selection, other countries are more price sensitive and thus more likely to look out for offers and promotions to minimize financial pressures. KEY SELECTION CRITERIA CHOOSE PRICE OR OFFERS & PROMOTIONS 45% CHOOSE QUALITY OR BRAND NAME 55% 66% 62% 57% 54% 53% 52% 52% 51% 43% 34% 38% 43% 46% 47% 48% 48% 49% 57% KSA Kuwait Iran Morocco Iraq Lebanon Egypt UAE Jordan Quality/Brand Name Price/Offers & Promotions
  9. 9. She Is Not Always Loyal to Brands, and Is Willing to Explore Her loyalty towards brands is not necessarily strong, with an equal split between those always sticking to their brands, and those who don’t. However, she is more likely to keep an eye out for the best offers and deals that she can find, something that makes her feel accomplished as she buys good quality products for a good price. Her enticement to buy things on impulse is also significant, driven mostly by younger females who have fewer responsibilities, and are thus more likely to indulge themselves. Brand Loyalty 50% Always Stick to The Brands They Know Deal Seeking 57% Always Look For The Best Offers & Deals Impulse Buying 40% Always Buy Things They Didn’t Originally Plan on Buying 43% 49% 53% 58% 59% 60% 64% 65% 65% Jordan Egypt Morocco Kuwait KSA UAE Iran Lebanon Iraq 31% 45% 46% 48% 50% 53% 54% 55% 57% Iraq Kuwait Egypt Jordan Lebanon UAE KSA Morocco Iran Deal Seeking Impulse Buying 24% 34% 41% 43% 43% 49% 50% 51% 55% Iran Jordan Egypt Morocco Kuwait Iraq UAE Lebanon KSA Brand Loyalty
  10. 10. 37% 44% 44% 45% 47% 49% 54% 58% 66% Jordan Lebanon Egypt Kuwait Morocco Iraq KSA UAE Iran Seeking information beforehand allows her to make smarter choices, whether this means understanding which products are best by comparing between them, or finding the best deals out there. She Is An Informed Shopper Will always LOOK for INFORMATION about products BEFORE BUYING them 53%
  11. 11. 54% 55% 67% 76% 80% 84% 95% 97% 99% Morocco Egypt Iraq Iran Jordan Lebanon UAE KSA Kuwait 69% Access The Internet She Is Connected Through a Variety Of Platforms The internet is where she is able to express herself most freely. There, it comes as no surprise that most women in MENA are internet users, and among these, most are also social media users. Nonetheless, the Gulf region and younger generations are most connected, with Facebook, YouTube, Instagram and Snapchat being the most popular social media platforms. 60% 87% 93% 93% 95% 96% 99% 100% 100% Iran Jordan Egypt KSA Lebanon Iraq Morocco UAE Kuwait 86% Use Social Media (From Internet Users) 75% 71% 64% 59% Top Social Media Platforms
  12. 12. 74% TRADITIONAL MEDIA 46% 52% 59% 62% 62% 63% 64% 69% 80% 54% 48% 41% 38% 38% 37% 36% 31% 20% Kuwait KSA UAE Jordan Iran Lebanon Iraq Egypt Morocco Traditional Platforms Online Platforms ONLINE PLATFORMS 26% Main Source of Information on Products and Brands Her Reliance on Traditional Media for Information Remains High While TV is currently her most important source of information on products and brands, a transition from traditional to online platforms is unfolding as far as information seeking is concerned, driven by a younger and more digitally connected female generation. But the Scales are Tilting 42% 47% 43% 35% 31% 20% 20% 10% 58% 53% 57% 65% 69% 80% 80% 90% 15 – 17 18 – 24 25 – 29 30 – 34 35 – 39 40 – 44 45 – 49 50 – 55 Online Platforms Traditional Platforms Main Source of Information -By Age
  13. 13. She Is Increasingly Engaged & Interacting With Her Favorite Brands Have Interacted with Their Favorite Brands 49% 38% 41% 47% 48% 53% 55% 62% 72% 79% Morocco Iran Iraq Jordan Lebanon Egypt KSA Kuwait UAE Primarily through Social Media, she is highly engaged with her favorite brands, and is quite likely to advocate for or against brands based on her experiences. Women in Gulf countries are more engaged given the higher internet usage levels when compared to other countries. Brand Interaction Recommended Others Against a Brand 30% Visited a Brand’s Website 23% Liked a Brand on Facebook 39% Recommended a Brand to Others 33%
  14. 14. But Despite Her High Connectivity Levels, Online Shopping is Yet to Make Headway While she relies on online sources for information, her online shopping is limited and often reserved to finding good bargains, and in some cases, finding unique or hard to find items that allow her to stand out from those around her. 25% 23% 19% 11% 9% 8% 8% 4% 3% UAE Kuwait KSA Iran Jordan Iraq Lebanon Morocco Egypt In most cases, she does not have the tools through which to purchase products online. As a result, even when products are purchased online, Women prefer cash on delivery as a payment method, which is perceived to be more accessible, more convenient, and more trustworthy. Ever purchased products online 14%
  15. 15. In Summary: 10 Things You Need To Know About Women In MENA In Many Markets, She Is The Designated Household Shopper Her Involvement In Household Purchase Decisions Extends Across Many Categories Nonetheless, She Does Not Generate Her Own Income Therefore, Product Selection Is All About Value For Money She Is Not Always Loyal to Brands, & Is Willing to Explore She Is An Informed Shopper She Is Connected Through a Variety Of Platforms Her Reliance On Traditional Media For Information Remains High, But Scales Are Tilting She Is Increasingly Engaged & Interacting With Her Favorite Brands But Despite Her High Connectivity Levels, Online Shopping Is Yet To Make Headway
  16. 16. For more information, please contact: GAME CHANGERS At Ipsos we are passionately curious about people, markets, brands and society. We make our changing world easier and faster to navigate and inspire clients to make smarter decisions. We deliver with security, simplicity, speed and substance. We are Game Changers Mohammed Minawi Regional Senior Director – Ipsos MENA mohammed.minawi@ipsos.com Noor Al-Salhi Project Manager – Ipsos Jordan noor.alsalhi@ipsos.com www.Ipsos.com

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