Complex Made Simple

Arab women’s top online habits

AMEinfo's sister publication, Kippreport, gains great insights from ‘The Female Majlis’ talk at Marketing to Women in the Middle East 2015

Do you think that brands are attracting their audience in the right way?

AMEinfo’s sister publication Kippreport gains great insights from ‘The Female Majlis’ talk at Marketing to Women in the Middle East 2015.

According to research by the Dentsu Aegis Network, two out of three Arab women go online to learn something new, while almost half go online to receive advice and ideas.

Focusing on female Arabs in the UAE and KSA between the ages of 20 and 40, the research explores the Arab female’s online behaviour and their engagement with brands online.

“Women are turning to the internet not just for entertainment but for a desire to know more,” states Ramzi Haddad, general manager of Carat UAE and Lower Gulf.

While the top four reasons for Arab women to surf the internet are to learn things, to give ideas and advice, to be entertained and to keep up-to-date with news, info and gossip, according to the research, acquiring information online gives them a sense of reassurance, discovery, connectivity and exposure.

“Arab women are as sophisticated as an American consumer and they know more about fashion than your British consumer would know,” explains Haddad.

With 35 per cent of women participating on online discussions to express themselves, according to the research, the top two most-searched topics online are cooking and food- and life-related matters.

While fashion and trends tend to be favoured searches online, according to the research, the top branded searches online are: fashion and beauty brands (62 per cent), electronic brands (15 per cent) and e-commerce platforms (eight per cent).

While regional users explore numerous social media networking websites, according to the research, the most popular platforms among Arab women are as follows:
1. Whatsapp (80 per cent)
2. Instagram (62 per cent)
3. YouTube (55 per cent)
4. Facebook (40 per cent)
5. Twitter (30 per cent)

“Social media is the easiest when it comes to people switching off on you,” explains Haddad. It is important to ensure that you do not ‘overpromote’ your brand online, he continues to explain. “Consumers will really question the authenticity of a brand if they do overpromote, especially in luxury brands,” explains Rana El Alami, senior insights executive at Dentsu Aegis Network in the UAE.

The Marketing to Women Conference is organized by Mediaquest and is taking place on 15 & 16 March 2015 at The Westin Dubai Mina Siyahi Beach Resort & Marina.

(This article is written by Florence Pilkington, Dubai)