【YouGov】2024年迪拜购物节消费者研究报告消费者行为与偏好洞察_19页_4mb

Dubai Shopping Festival 2024 Consumer Report Summary

Core Content

The Dubai Shopping Festival (DSF) 2024 Consumer Report provides an in-depth analysis of consumer behavior and preferences in the United Arab Emirates (UAE) during the DSF. The report highlights the significant role of the DSF in driving retail activity, consumer spending, and shaping trends in the region.

Main Findings

• Mass Appeal:

  • 61% of UAE residents are likely or very likely to make a purchase during the DSF.
  • The DSF continues to be a major retail event, with a strong impact on the local economy.

• Spending Expectations:

  • 74% of DSF shoppers expect to spend the same or more this year compared to last year.
  • 38% anticipate spending the same as last year, while 33% expect to spend more.

• Top Purchase Categories:

  • Clothing is the leading category, with 69% of DSF shoppers purchasing it during the event.
  • Accessories (57%) and gifts (46%) follow closely.
  • Female shoppers are more inclined to buy clothing, accessories, and cosmetics/beauty products than male shoppers.
  • Shoppers aged 35+ are more likely to buy clothing and gifts than those aged 18-34.

• Social Media Influence:

  • Social media is the primary source of awareness for DSF shoppers, with 73% of those aged 35+ citing it as the most effective platform for noticing mega sale events.
  • For 18-34 shoppers, social media is also the top source, but with slightly lower engagement (65%).

• Brand Buzz Rankings (DSF 2023):

  • Apparel and Sportswear Brands:
    1. Adidas – 48.1
    2. Nike – 44.2
    3. Skechers – 25.0
    4. Puma – 24.5
    5. H&M – 23.0
    6. Reebok – 22.1
    7. Under Armour – 16.9
    8. New Balance – 13.9
    9. American Eagle – 13.2
    10. Fila – 11.9
  • Consumer Electronics & Appliance Brands:
    1. Samsung – 52.1
    2. Apple – 47.6
    3. Microsoft – 25.4
    4. Sony – 23.6
    5. Huawei – 22.5
    6. LG – 22.4
    7. Panasonic – 19.4
    8. Lenovo – 18.9
    9. PlayStation – 18.0
    10. Philips – 17.7
  • Beauty Brands:
    1. Dior Beauty – 27.1
    2. Gucci Beauty – 26.3
    3. Chanel Beauty – 23.1
    4. MAC Beauty – 23.0
    5. Huda Beauty – 19.2
    6. Armani Beauty – 18.2
    7. YSL Beauty – 10.0
    8. Hermès Beauty – 9.6
    9. Lancôme Beauty – 9.5
    10. L'Occitane Beauty – 8.2

Key Insights

• Consumer Behavior:

  • A significant portion of UAE residents (44%) do most of their holiday shopping during mega sale events like the DSF.
  • 44% of shoppers also delay essential purchases in anticipation of mega sale offers.
  • 36% delay luxury purchases for similar reasons.

• Target Audience:

  • The report focuses on UAE residents who are somewhat or very likely to make a purchase during the DSF.
  • The survey was conducted from July 12 to July 30, 2024, with 1005 UAE respondents.

• Methodology:

  • Insights are derived from YouGov Surveys: Serviced and YouGov BrandIndex.
  • Net buzz scores are calculated based on the difference between positive and negative buzz from December 1, 2023, to January 31, 2024.
  • A minimum base size of 300 (N) is required for brand buzz rankings.

Conclusion

The DSF is a pivotal event in the UAE, with strong consumer engagement and a clear preference for clothing, accessories, and gifts. Social media remains the dominant source of awareness, particularly for older shoppers. The report also highlights the top brands generating buzz in various categories, offering valuable insights for retailers and marketers aiming to capitalize on the DSF's success.