Middle East Internet users are finding more ways to maximise their use of the World Wide Web aside from finding the information they need by using it also to market businesses, a survey revealed.
The research by global marketing communications firm UM , entitled “Wave 5 — The Socialisation of Brands”, showed that users in the region do not surf the Internet just for info and shopping, but to also promote market brands to consumers.
“For marketing communication specialists, it is crucial to understand consumers’ social usage, influence and motivation to help brands build equity, drive sales, increase loyalty and create brand endorsement,” UM MENA Regional Managing Director Paul Katrib said.“Social media continues to change the way we interact with our peers and fundamentally impacts our thoughts, feelings, attitudes and behaviour.”
The MENA results were impressive, showing that 26 per cent of regular active Internet users have joined at least one brand community compared with 57 per cent who visited official company Websites. Of those people who joined a brand community, 76 per cent said they thought more positively of the brand as a result, 72 they are more likely to buy the brand, 73 per cent said they felt more loyal to the brand and 63 per cent said they recommended others to join.
The research revealed that users contribute material such as written pieces and media, and updates on their daily activities via social networking sites.
The study also showed that on the average, a user is in frequent contact with 38 people via social networks. It also showed that there has been a 60 per cent increase in the number of people creating new profiles on these Websites.
Over half of active Internet users in the region own a laptop and have access to a broadband connection, with around 90 per cent accessing the web from home and the rest through a mobile device.
The Wave 5 study also identified over 540,000 social media amplifiers — those users who have more than 345 friends and followers over social networking sites — in the Middle East and North Africa region. They also enjoy a higher level of activity, and their role as influencers who try to give opinions and recommendations are deemed important.
Most importantly, social networks enable active Internet users to create a network of digital friends who share the same interests or needs. They enable them to acquire a sense of belonging to a group or community.
This year’s findings were discussed by a panel composed of some of the region’s social media experts, including du Chief Strategy and Investments Officer Raghu Venkataraman, CloudAppers Master Chief Dr Baher Al Hakim, Socialise founder Akanksha Goel, AMEinfo.com Editor Edward Poultney and Innovations CEO Tom Roychoudhury.
Alvin R. Cabral
No comments:
Post a Comment