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Google has released a new study conducted by Ipsos that highlights the key shopping habits of consumers in the UAE and Saudi Arabia ahead of the Black Friday shopping season, which runs from October to December this year.
Consumers in the UAE, Saudi Arabia and Egypt are among the most excited to search for Black Friday compared to Brazil, the UK and the US, according to Google’s internal data. The Ipsos study explored key changes in the consumer buying process during Black Friday, and here are the key findings:
1 Consumers are ready to be inspired and more willing to buy new brands than ever before
Online searches are driving global retail traffic. Every day, 15% of Google’s searches are new, constantly creating opportunities for trends, products and brands that change the flow of revenue for retailers. According to Ipsos research, about 33% of shoppers who plan to participate in the sales season have no specific purchase plans. 60% of shoppers surveyed in the UAE and Saudi Arabia look for new products and brands when browsing online during peak sales season.Both good reviews and offers prompt people to consider exploring new brands and retailer options for the first time
2 Consumers are increasingly watching videos, not only for inspiration but to support purchasing decisions, especially on platforms like YouTube
According to Ipsos, 80% of participating shoppers typically watch videos related to the products they want. The study also showed that one-third of shoppers surveyed classified video content as their favorite source of creativity, and two-thirds of them cited video content as a way to help them decide what to buy.
When it comes to YouTube, shoppers are most interested in videos that cover product reviews and rankings, unboxing, or comparing products to other brands. Last year, YouTube searches for “product reviews” grew 2.6x year over year.
3 shoppers ready to make the most of the Black Friday season
The MENA shopping cycle starts at least two months before Singles Day and Black Friday and extends for a month after the holidays. Individuals are focused on making the most of this sales season and finding the products they want to buy. Research shows that 55% of respondents start looking for products early, rather than waiting for the actual sale date. The search experience is also changing. In fact, shoppers in the MENA region are narrowing down their search interests by checking out the latest products or limited-edition purchases.
4 Customers expect a seamless browsing-to-checkout experience
Consumers expect a seamless shopping experience wherever they are. About 41% of respondents prefer to shop both online and in-store during peak shopping season. The survey also revealed that 61% of shoppers expect to find the same deals online as in brick-and-mortar stores. Expectations for a seamless shopping experience permeate the entire buying journey, with search interest for “same-day delivery” and “click and collect” up 25% year-over-year. MENA shoppers care about flexible payment options now more than ever.
5 Deals are increasingly important to shoppers, and holiday shopping has begun
More detailed and timely information is also key, including ratings, current deals, discounts for loyalty program members, and availability – shipping and pickup. According to Google’s internal data, online shoppers in the MENA region search Google for seasonal deals (such as Black Friday/Cyber Monday/Singles’ Day) more than brand or product queries seen in the US last year.
One of the unique themes of the holidays is self-care, especially during Singles Day. According to Ipsos, 70% of shoppers surveyed bought products for themselves during Singles Day. People want to give gifts not only to themselves, but also to their loved ones. In fact, 45% of shoppers surveyed are looking for gift ideas this season.
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