Family and Experiences Key To Win Hearts Of Affluent Middle Class In UAE: Research

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Economic growth and urbanisation are rapidly expanding the affluent middle class in the United Arab Emirates. New global research from Collinson Group reveals distinct motivations and attitudes amongst this group which go beyond traditional demographic and geographical boundaries. In the United Arab Emirates, today’s affluent consumers place a higher priority on family, altruism and enriching experiences ahead of short-term satisfaction.

Saving for the future and spending time with family are the most important priorities in the region, followed by providing for family. The desire for the finer things in life is something those in the UAE value, with buying leading brands and driving a luxury car rating higher here than global averages.

Even though the mass affluent of the UAE take five fewer flights annually than the global average of 7.4, the Emirati always travel in style. Only 1% travels in economy when on business, compared to 39% globally. When travelling for leisure, 26% fly economy, compared to 63% globally.The mass affluent in the United Arab Emirates also strongly value travel enhancements, with 47% considering airport lounge access essential.

“The quality of experience is increasingly the new currency for today’s affluent middle classes. Where previously the affluent middle class was more motivated by luxurious trappings, they now place a higher priority on family and life experiences such as family, travel, as well as experiences offered by the products and brands they choose.This is an important distinction for businesses trying to attract this growing and influential group,” explained Christopher Evans, Director, Collinson Group.

The report further explains that the Stylish Spenders still yearn for the finer things in life. Experientialists put money-can’t buy experiences at the top of their priorities and these two tribes are the most prevalent in the United Arab Emirates. The Prudent Planners are motivated primarily by family and trying to help others. Finally, theMid-life Modernists are characterised by their enthusiasm for technology.

“The affluent middle class are the most valuable customers for many brands, particularly in the financial and travel sectors. As well as having high disposable income, this group shape the aspirations, buying habits and behaviour of other consumers,” added Mr Evans.

Use of technology differentiates the tribes
The research shows a strong correlation between the most active users of technology and willingness to recommend and endorse brands they trust. A group of ‘technophiles’ spend over 20 hours a week of their leisure time on the Internet and are avid users of apps, social media, online shopping and streaming of digital content. Within this group, 72% are willing to make a repeat purchase from a brand they feel loyal to, 70% would recommend that company to friends and family and 53% will choose this particular brand even if it is more expensive.

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