JEDDAH – Mobile has emerged as the most multidimensional channel available to marketers, enabling customer interaction on a personal level with new forms of engagement and rewards while providing retailers with valuable and exciting new marketing and advertising opportunities, according to TNS MENA one of the world's largest custom market research organizations. The company's CEO, Steve Hamilton-Clark was citing the recent 2013 TNS Annual Mobile Life Report, which draws on consumer behavior, motivation and attitude responses from 38,000 people in 43 countries to help companies develop a mobile business and marketing strategy. The study revealed that the UAE enjoys a 73 percent penetration of mobile Internet usage while MENA and global figures remain at 41 percent and 51 percent respectively. The study also showed that 83 percent of users in the UAE agree that mobile “is an extension of me — I feel lost without it” with 81 percent stating their mobile is their most important piece of technology. “As more people gain access to smartphone technology, they are eager to use new content and multiple functions as long as they deliver convenience, experience, reassurance, relevance and independence,” Hamilton-Clark said. “Saving consumers time, effort, and delighting them with simple convenient solutions is key for a brand to remain in the mobile circle of trust.” The study also highlighted that customers want to interact with the world around them as they look for brand experiences that engage, entertain and remain top of mind. “We found that consumers want to take the risk out of decision-making and have the reassurance of assessing products and offers with relation to sources that they trust to make an informed, independent decision,” he added. “Furthermore brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for consumer uptake. However customers seek freedom and independence to make choices and conduct activities when and where they want to.” Hamilton-Clark stressed that as mobile engagement grows, consumer brands must be ready to manage a full spectrum of customer services, from assisting pre-purchase research, through to product selection, purchase, delivery, as well as a slick after-sales service. “While we continue to choose diverse ways of seeking purchasing reassurance, an integrated approach that meets customer needs at all touch points is essential,” he noted. — SG
