Mideast consumers spend on luxuries

Dubai: As many as 78 per cent of women and 68 per cent of men in the Middle East get their kicks from shopping, compared to 31 per cent of women and 21 per cent of men in the Asia Pacific, according to a recent survey.

Global market research company Synovate said early 2006 results for Synovate PAX, a survey that brings together up-to-date information on the consumption of media across eight key markets in the Middle East, show that the region's elite consumers are experiencing a surge in confidence and spending on high-end products.

The Synovate PAX results represent 1.6 million high-end consumers across the Middle East, with a combined personal monthly income of nearly $8 billion.

"By focusing on top-tier consumers and linking their media usage with consumption of luxury goods and services, Synovate PAX offers critical marketing intelligence to media organisations and planners. This audience is also highly influential in business across the region," Synovate's Media Director Steve Garton said in a statement.

The 2006 Synovate PAX results show that elite consumers across the Middle East are experiencing a surge in confidence and spending on high-end products. Garton says this means increased opportunities for the region's marketers.

"Our product ownership data shows the top-tier consumers are spending. Our psychographic data shows they feel good. And our media data shows they are heavy consumers of international and regional media. The time is ripe for marketers to get their message out there."

Garton says the psychographic results show that users of international and regional media have higher scores on many attributes relating to leadership.

"These people are not only leaders in society, but also leading consumers, showing a drive to keep up with modern technology and a willingness to try new brands."