UAE Shoppers Go Online for Leisure and Entertainment Purchases




A global survey of e-commerce by marketing research firm Nielsen found that online buying intentions for the UAE have doubled in certain categories, including non-consumable products such as event tickets and e-books.

The results, overall collated from responses of 30,000 individuals in 60 countries, found that UAE residents are very comfortable with online shopping when it comes to holiday and entertainment-related purchases.

We are still hesitant when it comes to buying groceries and other FMCG products online, which simply means, our buying behaviour may be a result of the ever-evolving mall culture in the region that offers us the opportunity to roam around and we prefer to try out and clean the shelves, rather than having everything delivered to our doorstep.

Close to 50% of the survey participants mentioned their intent to purchase airline tickets (57%), hotel bookings (48%) and event tickets online in the next six months, so clearly we are comfy in clicking through for our leisure plans. Not so much for our everyday needs though.

“In the Middle East, online browsing is more used for the pre-shopping exploration and shopping for daily needs is the norm. Shopping centres and malls have promoted the shopper-trainment culture and also serve as community centres — a physical place to meet, connect and engage. This is an experience which online shopping can’t provide,” Arslan Ashraf, managing director, Nielsen Arabian Peninsula told Gulf News.


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