Our recent segmentation study reveals insights on kids in the Middle East
8th March 2016
Our recent segmentation study with Turner (a subdivision of Time Warner) has uncovered that seven out of 10 children in the Middle East are already actively using social media.
The study involved surveying over 3000 children, aged four to 14 in the UAE, Saudia Arabia and Turkey, and was conducted in order to learn about the attitudes, purchasing power and behaviour of children in the Middle East. This revealed six distinct segments that look directly at behaviours, rather than demographics such as age, gender and nationality.
The segments were named Eager Minds (shown above), Make Believers, Social Sharers, Perceptive Pioneers, Remote Control Gamers, and Good Listeners. The insights uncovered for each segment include factors such as the levels of social awareness among kids within each region and the degree of influence they have on their parents’ decision making process.
The results also showed that 62% of children use a smartphone and 56% use tablets, yet TV remains the primary source of entertainment. YouTube use was found to be relatively high across all three regions surveyed, with Saudia Arabia having the highest level of use at 64% of children surveyed.