Synovate PAX highlights spending power of regional elite

The Synovate PAX results represent 1,635,000 high-end consumers across the Middle East, with a combined personal monthly income of nearly US$8 billion. This high-spending group is key for marketers, explains Synovate's Media Director Steve Garton.

'By focusing on top-tier consumers and linking their media usage with consumption of luxury goods and services, Synovate PAX offers critical marketing intelligence to media organisations and planners. This audience is also highly influential in business across the region.'

The 2006 Synovate PAX results show that elite consumers across the Middle East are experiencing a surge in confidence and spending on high-end products. Garton says this means increased opportunities for the region's marketers.

'Our product ownership data shows the top-tier consumers are spending. Our psychographic data shows they feel good. And our media data shows they are heavy consumers of international and regional media. The time is ripe for marketers to get their message out there.'

Garton made an interesting comparison between PAX respondents in the Middle East and those in Asia Pacific, where the survey has been running for the past 10 years. 'People in the Middle East love shopping much more than Asians, 78 percent of women and 68 percent of men get their kicks from shopping, compared to 31 percent of women and 21 percent of men in Asia Pacific.'

Garton says the psychographic results show that users of international and regional media have higher scores on many attributes relating to leadership.

'These people are not only leaders in society, but also leading consumers, showing a drive to keep up with modern technology and a willingness to try new brands. Indeed, 50 percent of Synovate PAX respondents agree that they have great trust in what they have seen advertised, whilst 73 percent believe advertisements are a good way to learn about products and services.'

Typically, affluent consumers in the Middle East 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.

'International and regional media reach the region'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. For example, 46 percent of the PAX Middle East universe viewed international TV in the past month, making it a large and influential audience,' Garton notes.

Synovate PAX conducted 2,600 interviews in the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, Egypt, Lebanon and Jordan from December 2005 to March 2006. The results provide up-to-date information showing trends over time.

The survey is the sole media currency for upscale audiences in Asia Pacific, covering 11 countries: Hong Kong, Singapore, Korea, Japan, Taiwan, Malaysia, Philippines, Thailand, Indonesia, India and Australia. Close to 20,000 interviews were conducted last year across that region.

Many major upscale international and regional broadcasters, media specialists and key regional publications in Asia Pacific and the Middle East use Synovate PAX as the basis for their media planning.