Media survey shows lifestyles of the Gulf's elite consumers
7 December 2004
DUBAI — GLOBAL market research company Synovate today announced the first six months of results for Synovate PAX - a survey that tracks media, prosperity and influence amongst upscale audiences in the UAE and Saudi Arabia. The results provide a unique look at media consumption patterns and the purchase of high-end products by elite consumers.
Synovate's Media Director Steve Garton said the survey covers the movers and shakers of these countries - the top 20 per cent of society.
"As the Gulf's only media tracking survey to focus on upscale consumers, Synovate PAX is a critical information source to media organisations and planners. It is a powerful piece of marketing intelligence to know who's reading and watching what across the region. We also report on psychographics and lifestyle for the region's affluent.
"We are presenting the results to mid 2004, which show a high level of confidence - indicating a buoyant year ahead for high ticket luxury items and technology.
"It is interesting to compare the Gulf's results with those in Asia Pacific, where Synovate has carried out this survey for the past 8 years. Consumers in the UAE and Saudi Arabia have a higher per capita ownership of cars and take more trips abroad for business or leisure," Mr Garton said.
Synovate PAX brings together constantly updated information on the consumption of international and regional media, as well as product ownership, future purchase intentions, attitudes towards media and brands and lifestyle information for affluent residents of the UAE and Saudi Arabia, including top management and business decision makers.
"International and regional media reach the Gulf's most affluent consumers in a cost efficient fashion. It is these channels and publications that are embraced by this segment of society, meaning marketers can target their messages and optimise their efforts," Mr Garton said.
"Indeed, these top-tier consumers turn to international and regional media for news, insights and entertainment not available from local media. This is most marked amongst top management and business decision makers.
"And the psychographics results show that, amongst the PAX universe, those who refer to international and regional media have higher scores on many attributes relating to leadership, keeping up with modern technology and a willingness to try new brands," he said.
Synovate PAX conducted 2,203 interviews in the UAE and Saudi Arabia in Q1 and Q2 of this year. This continuous tracking survey will offer a full annual database, updated quarterly, showing trends over time.
The survey also covers eleven countries across Asia: Hong Kong, Singapore, Korea, Japan, Taiwan, Malaysia, Philippines, Thailand, Indonesia, India and Australia. More than 250,000 interviews were conducted across that region.
Many major upscale international and regional broadcasters, media specialists and key regional publications in Asia Pacific and the Gulf use Synovate PAX.
Contact(s) for this press release
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John Surrey
Director - Marketing & Communications |
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Synovate |
Tel: +357 22 366 233 |
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 employees across 62 countries.
For more information on Synovate visit www.synovate.com.