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 dierent segments are available to ‘receive’ advertising messages, and howdaily lie 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 liestyle 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 dierences (alongside actors such as eciency o public transport) couldhelp to explain dierent 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 inormation will vary accordingly. Detailedanalysis o the TGI time diary enables brand owners to target campaigns more eciently.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 asignicant gap between the genders, with males spending around 14% more time in cars than emales.The gap widens signicantly 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 dierence 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 onlyour 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 dierenttime 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 oces open early and close early as comparedto private oces. Another peak is during the aternoon and that is again dominated by Arabs andincidentally this is the time again when most o the government oces 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 oce timings and their participation in the private sector is very highcompared to locals.
The Middle East: time, place and people
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