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Time Diary of an Arab Consumer; The Middle East and Turkey; time place and people

Time Diary of an Arab Consumer; The Middle East and Turkey; time place and people

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Published by Shaharyar Umar
Understanding how different segments of the population spend their
time across a day is fundamental to understanding how to target
consumers effectively. Consumer behavior patterns vary widely between
countries and even within a region. A detailed comparison of the Global
TGI time diary in the Middle East and Turkey highlights some interesting
and unexpected results.
Understanding how different segments of the population spend their
time across a day is fundamental to understanding how to target
consumers effectively. Consumer behavior patterns vary widely between
countries and even within a region. A detailed comparison of the Global
TGI time diary in the Middle East and Turkey highlights some interesting
and unexpected results.

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Categories:Types, Research
Published by: Shaharyar Umar on Apr 16, 2013
Copyright:Attribution Non-commercial

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04/16/2013

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The Middle East and Turkey:time, place and people
Dispatches06
Each issue o
Dispatches
 rom Global TGI seeksto highlight some o themost noteworthy ndingsamong our vast dataresources. Covering morethan 60 countries acrosssix continents, Global TGIis a network o single-source market researchsurveys which providecomprehensive consumerinsight and data acrossmultiple product sectors.Visit
www.globaltgi.com
 or email
enquiries@globaltgi.com
 to nd out more.
Global
 TGI
Understanding how different segments of the population spend theirtime across a day is fundamental to understanding how to targetconsumers effectively. Consumer behavior patterns vary widely betweencountries and even within a region. A detailed comparison of the GlobalTGI time diary in the Middle East and Turkey highlights some interestingand unexpected results.
Using the time diary rom Global TGI, analysis in key markets in the Arabworld, namely Saudi Arabia (KSA), United Arab Emirates (UAE) and Egypt,not only reveals how the countries dier in general patterns o behavioracross the day, but also digs deep into unravelling distinct time patterns
M Shaharyar Umar
 Marketing Director, PARC(Pan-Arab Research Centre)
Funda Kadio˘glu
 Manager, TGI Turkey
continued > > >
Heading home in Istanbul...the average adult in urbanTurkey spends three hours inthe car per week (page 2).
 
observed or various segments o the society. Turkey has close socio-economic relationswith most o the Middle East countries and comparative analysis shows there are alsostrong behavioral links with these countries.Most countries in the Arab region have a rich social and cultural abric where people whoare rom the Arab region or rom a non-Arab region (ex-pats) may assimilate to a certainextent and to a varying degree. Time diary analysis allows brand owners to understandwhen these dierent segments are available to ‘receive’ advertising messages, and howdaily lie patterns can infuence key attitudes within their broader lives.
Commuting and working
‘Sayyara’, the Arabic word or car, resonates well with some o the Arab population as cars areconsidered an important status symbol in some markets. In KSA 36% agree with the liestyle statementthat “you can judge a person by the car he drives”. However, in Turkey, only 27% o adults agree “thecar he drives gives an idea o the person”, and 21% agree “the most important thing in a car is its look”whereas 49% agree “car is only a means o transport”.Maybe these attitudinal dierences (alongside actors such as eciency o public transport) couldhelp to explain dierent levels o car ownership which vary widely across the Middle East with 87%ownership in KSA, 70% in UAE, 25% in Turkey and only 10% in Egypt.Time spent in cars is an important actor to consider when planning marketing opportunities, asavailability to view posters, listen to the radio and digest inormation will vary accordingly. Detailedanalysis o the TGI time diary enables brand owners to target campaigns more eciently.An average UAE adult resident spends around 92 minutes in the car as compared to 86 minutes in Egyptand only 79 minutes in KSA per day. An average Turkish adult in the urban population spends 3 hours inthe car in an average week.In UAE all ethnicities, i.e. locals and expats spend around the same time in a car but there exists asignicant gap between the genders, with males spending around 14% more time in cars than emales.The gap widens signicantly in Egypt with males spending around 29% more time in cars. The caris mainly used by males in Turkey and 79% o people owning a driving licence are male. However,interestingly in KSA where women are not allowed to drive, they spend only 6% less time than males.One reason might be that KSA scores highly on spending time with their amilies. However, in KSA, thetime spent with the amily shows a phenomenal dierence between Arabs and non-Arabs. Arabs spendaround as much as 15 hours with their amily a day while an average non- Arab expat male spends onlyour hours and 35 minutes. O course this may be partially explained as some o the expats will havetheir amilies in their home country.Even in UAE where adults spend around 1.5 hours in the car per day, Arabs' road use has dierenttime peaks compared to non-Arab expats. An early morning peak is observed at around 7.00am that isdominated by Arabs. It may be noted that government oces open early and close early as comparedto private oces. Another peak is during the aternoon and that is again dominated by Arabs andincidentally this is the time again when most o the government oces close. During the evening andnight Arabs again dominate the peak when most o the non-Arab expats are o road and back to home.Non-Arab expats ollow private oce timings and their participation in the private sector is very highcompared to locals.
Dispatches06
Global
TGI
The Middle East: time, place and people
For more inormation,contact Global TGI at
enquiries@globaltgi.com
 or visit
www.globaltgi.com
2
> > >
continued > > >
 
Dispatches06
Global
TGI
The Middle East: time, place and people
3
> > >
For more inormation,contact Global TGI at
enquiries@globaltgi.com
 or visit
www.globaltgi.com
continued > > >
Understanding time spent in the car helps us understand availability to listen to the radio. About a thirdo the population in UAE is in cars rom 7.00am till 9.00am, when approximately 17% o the populationlistens to the radio. The time diary curve o radio listening and car driving has a strong direct correlationin UAE. However the co-relationship is not that strong in Egypt as around 47% own a separate radio setin Egypt.Focusing on Turkey the time diary shows us that there are two main time peaks or travelling by car: oneis between 7.00am and 9.00am and the second is between 5.00pm and 7.00pm. These peaks are againparallel to private sector oce hours and school hours. Most people in the public sector start workearlier and use a shuttle to go to work. In some metropoli such as Istanbul and Ankara where the tracis heavy and the distance between home and work is long, people preer using shuttles which are paid bytheir companies.
Work/life balance
Analysis o Global TGI enables us to put the time diary data into context. Work is an intrinsic part opeople’s lives but its relative importance diers by country. Motivation to work helps brand ownersunderstand what messages will resonate best within each market.UAE residents are workaholics compared to Egypt and KSA in terms o hours spent at work. Inparticular in UAE the average non-Arab expat male spends around 8.6 hours at work compared to a totalaverage o 7.7 hours. As noted with the time spent in the car the time diary also clearly conrms a workpattern where locals start early at 7.00am and mostly nish their work by 4.00pm, whereas or non-Arabexpats it is spread till evening (see chart on ollowing page).
UAE: travelling in a car
Base:
Adults 15+ excludingunskilled workers
Source:
TGI UAE

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