HELPFUL FINDINGS

Age and gender

• According to the CIA Fact Book, Kuwait has an overall population of 2,916,467 Of which 33% are in the age group 25-39 years old.
• Of this age group, 62% are male and 38% are female.

Social media and shopping behaviors

• Findings from a study by IJCA on 21-30 years old in Kuwait, shows that 90% of the age prefer using WhatsApp, 89% prefer using Instagram, 71% prefer YouTube and 61% prefer using Twitter.
• People in this age group use social media for different reasons, 72% cultural, 66% social, 65% entertainment and 34% for commercial reasons.
• 21-30 years old populations in Kuwait did not fully trust social media. 9% states that they trust the information coming from social media platforms, while 23% do not trust at all.
• According to the Ipsos study, 34% of millennials in Kuwait shop online.
• In regard to searching for a product, 12% of respondents state that they browse product, stores and restaurants through social media, while 23% prefers traditional advertising such as TV, Newspaper, Magazine, Billboards.

Values and beliefs

• Majority or 73% of millennials in Kuwait show optimism when it comes to their future in the country.

Hobbies

• From these reports, it shows that the most frequent travelers in Kuwait are age groups 25-30 years.

RESEARCH STRATEGY

KEY INSIGHTS ABOUT SAUDI ARABIAN MILLENNIALS

•  27% of the Saudi population are millennials.
•  85% of millennials shop online using their phones.
• Saudi millennials have a positive outlook towards economic progression with 45% of them believing the economy will improve compared to global average of 26%.
•  50% Saudi Arabia millennials have ambitions to be promoted to a senior level in their line of work compared to 34% of global millennials who think the same.
•  58% of Saudi millennials have ambitions to start their own business while only 38% of the global millennials have the same ambition.
•  70% of the millennials in Saudi Arabia believe that their business will succeed in case they start them.
•  80% of Saudi millennials visit YouTube.
•  82% of Saudi millennials visit YouTube to learn something new.

AVERAGE SPENDING BY MILLENNIALS ON ONLINE STORES

• Millennials spent $744 on travel for business.
• Millennials spent $731 on travel for leisure.
• Millennials spent $487 on electronics.
• Millennials spent $262 on clothing.
• Millennials spent $40 on take away food.

Banking and payments behaviors

• An expanding user base filled with tech-savvy millennials and the improved internet speed and dependability are forging Bahrain's future and forming a positive forecast for the installation of mobile payments and banking.

Values and beliefs

• Most millennials in Bahrain admit that their Islamic beliefs originate from them being raised through the faith.
• Most millennials in Bahrain concur that the government must ensure that religious rhetoric does not provoke violence and rancor. They also agree that if TV programs and films violate society's ethical and moral standards, the government must outlaw them.[
• A reported 31% of millennials in Bahrain believe that religion is most crucial.
• Around 42% of millennials in Bahrain choose religion as their primary source of personal identity.
• Nearly one-third (27%) of millennials in Bahrain choose their Arabian heritage as their chief source of personal identity.
• Almost half (45%) of millennials in Bahrain have a friend or acquaintance who practices a different faith.
• Up to 93% of millennials in Bahrain agree that “religion is just about beliefs and laws that define the boundaries of right and wrong.”
• More than two-thirds (88%) of millennials in Bahrain agree that religion is an intimate spiritual matter.
• The Global Financial Literacy Excellence Center (GFLEC) reported that in 2017, 39% of Bahraini millennials (age 15-34) were financially literate, while for adults, it was 40%.
• At least 92% of millennials within the GCC region (Oman, Bahrain, Saudi Arabia, Kuwait, United Arab Emirates, and Qatar) acknowledge that climate change threatens the world.

Hobbies

• Bahraini millennials are conscious about their fitness and health. Moreover, the age cohort are partaking in activities like eating sushi during their weekends, music releases from the artist Drake and calisthenics and yoga.

Research Strategy:

Other useful insights

• Around 70% of the total population of Kuwait is made up of expatriates and 60% is Arab (includes expatriates).
• Kuwait's non-national population consists of Indians (825,000), Egyptians (517,973), Bangladeshis (181,265), Syrians (140,000), Pakistanis (126,000), Filipinos (185,788), Sri Lankans (130,000), Ethiopians (74,000), Jordanians and Palestinians (10,000), Nepalians (62,000), Iranians (50,000), Lebanese (42,000), Indonesians (8,887), Iraqis (16,000), Afghans (15,000), Americans (13,000), and Yemenis (11,000).
• Distinct measures are now being undertaken to place additional restrictions on the selection of foreign laborers for hire. To support the recruitment of young graduates from the nation, the federal government in Kuwait has developed a strategy to block hiring expatriates below 30 years-of-age possessing college degrees following July 2018. Also, around 44,500 foreign workers operating within the government sector are expected to be replaced by Kuwaiti citizens in the future. Furthermore, the government has taken aim at expatriates' social rights such as rejecting visas for expats’ parents and increasing foreign residents' healthcare fees.
• According to the Public Authority for Civil Information, for the 144,000 expatriate workers in the public sector, the average monthly salary is KD 691, while those employed in the private sector generate KD 251.
• According to a study from the Kuwait College of Science and Technology, 68% of people in Kuwait favor online shopping. Additionally, 52% of the services and products bought online are reportedly repeated up to five times each month. More than 60% of consumers favor buying shoes and garments online.
• In Kuwait, five top high paying occupations include IT Manager, University Professor (Assistant), Doctor/Specialist, Chartered Accountant and Engineer.

Research Strategy:

DEMOGRAPHIC DATA OF EXPATS WITH HIGH-INCOME IN SAUDI ARABIA

Helpful Findings

GENERAL INSIGHTS ABOUT FOREIGNER/EXPATS IN SAUDI ARABIA

• According to Business Insider, the average income of foreigners in Saudi Arabia is $99,615.
• According to The Independent, 70% of expats in think that they earn more in Saudi Arabia compared to their own country.
•  Forty-two percent of expats in Saudi Arabia think that they earn a lot more of what they can think of.
•  Twenty-two percent of expats in Saudi Arabia think that they have high disposable household income more than what they need.
•  Fifteen percent of expats in Saudi Arabia are skilled workers and 85% of them are working in agriculture, cleaning and domestic service.

Research Strategy:

Demographics

• Expats in Bahrain have higher earnings than the worldwide average, and twice as many have an annual household income of over $200,000.
• The majority of high-income foreigners in Bahrain are males.

Values and Beliefs

• High-income expats living in Bahrain value friendships.
• 91% of expats surveyed by InterNations believe that there is a friendly attitude towards foreign residents in Bahrain.
• 84% of expats surveyed by InterNations also feel at home in Bahrain.

Online/Social Media

• Bahrain was ranked 12th out of 68 countries for its quality of digital life in an InterNations survey, and Bahrain was highly rated by the majority of expats for the availability to access administrative and government services and to pay without cash online.
• 80% of expats surveyed were also happy with their access to social media in Bahrain and enjoy using social media to connect with friends and family who are not living in Bahrain.

Work and Hobbies

• Most high-income expats working in Bahrain have been recruited outside of the country by an agency or transferred with their company, and many expats gave their overall satisfaction with working in Bahrain the best possible rating, ranking it at the top of the Working Abroad Index.
• Most high-income foreigners have a higher disposable income working in Bahrain than they would working in their own country, and they enjoy shopping at the many malls and stores in the area that cater to their preferences.
• Other hobbies of high-income expats in Bahrain include water sports like sailing, boating, and scuba diving.

Research Strategy

INSIGHTS ON TRADITIONALISTS IN KUWAIT

Values and Beliefs

• The majority of Kuwaitis strongly follow Kuwaiti cultural practices and remain traditionalists/conservatives.
• They believe in praying five times a day and give women no voting rights.
• Conservatives of Kuwait value male dominance. They believe that homosexual acts, use of alcohol, and live-ins are illegal.

Shopping Behaviors

• As per a survey from the International Journal of Business, Marketing, and Decision Sciences, Kuwaiti traditionalists are willing to pay more to support the local products of Kuwait.
• Similarly, Kuwaiti traditionalists also believe that they need to choose foreign products if local products are not available.

RELEVANT INSIGHTS ON PEOPLE OVER 50 IN KUWAIT

Demographic Data

• Around 8% of the population in Kuwait is composed of people older than 55 years.
• The percentage of persons older than 50 years who are illiterate is 10-20%.
• The percentage of Kuwaitis older than 50 years who have attained a primary school education is 8-11 %.
• Approximately 19-20% of persons older than 50 years in Kuwait have attained a secondary school education.

Online/Social Media Behaviors

Facebook

• The percentage of Facebook users who fall in the age group 55-64 years is 2.8% and those above 65 years is 1.1%.
• The percentage of female Facebook users who fall in the age group 55-64 years is 0.7%, whereas 0.4% of women older than 65 use Facebook.
• The percentage of male Facebook users who fall in the age group 55-64 years is 2.1%, whereas 0.7% of men older than 65 years use Facebook.

Instagram

• The percentage of Instagram users who fall in the age group 55-64 years is 1.6% and those older than 65 years is 0.7%.
• The percentage of female Instagram users in the age group 55-64 years is 0.6%, whereas 0.3% of women older than 65 years use Instagram.
• The percentage of male Instagram users in the age group 55-64 years is 1.0%, whereas 0.4% of men older than 65 years use Instagram.

Messenger

• The percentage of Messenger users in the age group 55-64 years is 2.5% and those above 65 years is 1.0%.
• The percentage of female Messenger users in the age group 55-64 years is 0.6%, whereas 0.4% of women older than 65 years use Messenger.
• The percentage of male Messenger users in the age group 55-64 years is 1.9%, whereas 0.6% of men older than 65 years use Messenger.

Hobbies

• The elderly in Kuwait attend national celebrations and social and religious events.
• They also visit elderly clubs and diwaniyas during their leisure time.

Attitude Towards Work

• Kuwaitis older than 50 years are interested in working in non-governmental organizations followed by domestic servants and last governmental organizations.
• Kuwaitis older than 50 years are more interested in working in sales service followed by monitor production and third as regular work professionals.

RESEARCH STRATEGY

Demographics

• Saudi Arabians over 54 years old who tend to be more traditional account for less than 10% of the total population.
• Saudi Arabians who have traditional conservative beliefs are approximately 23% of the total population.

Values and Beliefs

• Traditionalists in Saudi Arabia value a strict form of Islam that is modeled after the practices of the prophet Mohammed during the 7th century.
• Traditionalists in Saudi Arabia have conservative beliefs about the social boundaries of men and women in society and believe that they should not intermingle in public.
• Traditional conservatives in Saudi Arabia also believe that they are becoming like strangers in their own country.

Online/Social Media

• Traditionalists support and adhere to the conservative censorship by the government of online behavior in Saudi Arabia that blocks categories like provocative attire, general news, dating/ social, history, and drugs.
• Traditionalists in Saudi Arabia are more cautious though in their social media behavior overall due to a loss of influence with the crown prince Mohammed bin Salman.

Shopping Behaviors

• Traditionalists in Saudi Arabia are accustomed to haggling when they shop for goods in the many outdoor markets there.
• Traditionalists also still enjoy shopping in the more modern mall culture of Saudi Arabia that retains many of the conservative social boundaries regarding dress, prayer, and interactions between males and females.

Work and Hobbies

• Traditionalists in Saudi Arabia have a conservative attitude towards working that excludes women from working outside of the home.
• Traditionalists in Saudi Arabia oppose the leisure activities of music, cinema, or theater and enjoy hobbies like equestrian sports, hunting with hounds, and camel racing instead.

Research Strategy

BAHRAIN DEMOGRAPHICS PROFILE 2018

•  55-64 year olds in Bahrain account for 6.28% of the population i.e. 56,671 males and 31,983 females.
•  65 years and over olds in Bahrain account for 2.95% of the population i.e. 20,656 males and 21,015 females.
• The sex ratio in Bahrain for 55-64 years was 1.81 male(s)/female and for 65 years and over was 0.95 male(s)/female.

WORKFORCE

•  38.2% of population aged 50-54 with no education, are active in the labor force.
•  38.21% of population aged 55-59 with no education, are active in the labor force.
•  75.32% of population aged 65-69 with no education, are active in the labor force.

EDUCATION

•  5.44% of the population aged 50-54 completed primary schooling.
•  26.08% of the population aged 50-54 completed secondary schooling.
•  4.96% of the population aged 55-59 completed primary schooling.
•  25.37% of the population age 55-59 completed secondary schooling.
•  2.68% of the population age 65-69 completed primary schooling.
•  9.88% of the population age 65-69 completed secondary schooling.

SOCIAL MEDIA BEHAVIORS

•  2.1% of Bahrain's population aged 55-64 uses Instagram, whereas 0.9% of Bahrain's population that uses Instagram are 65 years or older.
•  0.7% of women aged 55-64 use Instagram, whereas 0.3% of women aged 65+ use Instagram.
•  1.4% of men aged 55-64 use Instagram, whereas 0.6% of men aged 65+ use Instagram.

•  3.1% of Bahrain's population aged 55-64 uses Facebook, whereas 1.2% of Bahrain's population that uses Facebook are 65 years or older.
•  0.8% of women aged 55-64 use Facebook, whereas 0.4% of women aged 65+ use Facebook.
•  2.3% of men of aged 55-64 use Facebook, whereas 0.8% of men aged 65+ use Facebook.

•  2.7% of Bahrain's population aged 55-64 uses Messenger, whereas 1.1% of Bahrain's population that uses Messenger are 65 years or older.
•  0.8% of women aged 55-64 use Messenger, whereas 0.4% of women aged 65+ use Messenger.
•  1.9% of men aged 55-64 use Messenger, whereas 0.7% of men aged 65+ use Messenger.

HOBBIES/RECREATIONAL ACTIVITIES

• Al-Banna reported that Saturday, Monday, and Wednesday were reserved for elderly men, and Sunday, Tuesday and Thursday for elderly women, from eight to twelve in the morning only.
• Bahrain also encourages their visitors to the Muharraq Parental Care House to exercise hobbies like carpentry, tailoring, educational lectures, religious lessons, all Bocharf specialized administrative staff.
• Bahrain Parental Care Association organizes meetings, festivals, workshops, scientific conferences and social, cultural, media and economic activities to integrate the elderly into society.

SHOPPING BEHAVIOR

• Expats or retired people prefer to live with families in luxury villas, which could cost more than $2,500 per month, depending on the size, location and inclusions.
• Most retired expats prefer to live in service apartments for about $1,500.

VALUES AND BELIEFS

• Few elderly people actively plan to be in a care home, whereas many feel they do not have an option if their children leave them there.
• Some elderly people also expressed the fear of the outside world, where they were unable to live safely alone or trust anybody.
• Many elderly folks enter care homes due to their long term illnesses, physical dependency, and lack of care providers.
• Elderly people expressed that they had lost their freedom by restricting them with the institutional rules and regulations.  
• Elderly people found activities like watching TV, occasional celebrations and scheduled picnic as limited and repetitive.
• The elderly people look for activities like pet therapy, exercise, cooking classes, residents and family councils, church services, access to pastoral care, and interaction with preschoolers at an on-site daycare and occasional visiting entertainment.
•  Nepotism is viewed positively in Bahrain, along with loyalty to the family before other social relationships, even business as working with people one knows and trusts is of primary importance.

RESEARCH STRATEGY:

GENERAL INFORMATION ON BAHRAINI WOMEN

• The life expectancy of women in Bahrain is 76 years old.
• In Bahrain, women between 45 to 55 years old are considered to be in menopausal age.
• There are 90.9% of Bahraini women employed in services, 3.4% of Bahraini women are unemployed, and only 44% work in the country.
• In 2017, 64% of Bahraini women had low-income, 45% had a middle- income, and 53% had high-income.
• Women occupy 15% of the Bahraini parliamentary seats.
•  63.7% of Bahraini women reached a secondary level of education, while only 57.1% of men reached the same level.
• The participation women have in the Bahraini labor market is 44%, while men have 87% of participation.
• Every 100,000 live births a ratio of 15 Bahraini women die from pregnancy-related causes,
• According to the Bahraini law, "Women of ethnic minority backgrounds are not included in the laws subjected to Muslim ".
• About the education, the law also says that "women are given equal opportunity and there are no laws prohibiting girls from attending school."
• Additionally, the Bahrain law says that it is illegal to deny employment to someone based on the gender, which protects pregnant women during their maternity leave.

RESEARCH STRATEGY

MARRIAGE

• Saudi women younger than 50 years can take a foreign husband.
• A Saudi woman has to be between 30 and 50 years of age if she wants to take a non-Saudi husband.

WORKFORCE

• Approximately 27.89% of the female population aged 40-44 years with no education, are active in the labor force.
• Approximately 27.89% of the female population aged 45-49 years with no education, are active in the labor force.
• Approximately 51.58% of the female population aged 55-59 years with no education, are active in the labor force.

EDUCATION

• The percentage of the female population in the age group 40-44 years who have completed primary school is 15.41%, while those that have completed secondary school is 16.61%.
• The percentage of the female population in the age group 45-49 years who have completed primary school is 15.4%, while those that have completed secondary school is 16.61%.
• The percentage of the female population in the age group 50-54 years who have completed primary school is 11.29%, while those that have completed secondary school is 9.58%.
• The percentage of the female population in the age group 55-59 years who have completed primary school is 11.29%, while those that have completed secondary school is 9.58%.

HIGHER EDUCATION

• According to the Pew Research Center, only 3% of women ages 55 to 74 in Saudi Arabia had gained higher education, as compared to 16% of men in the same age group.

SOCIAL MEDIA

• The percentage of females in Saudi Arabia that started to use social media at the age of 31 years or above is 6.33%.

SHOPPING BEHAVIOR

• According to the research titled "Factors Influencing Saudi Customers' Decisions to Purchase From Online Retailers," 42.9% of females respondents age 36 years or older have a lack of experience in buying online.
• In the same age group, 33.7% of females respondents reported that they do not trust e-retailers in Saudi Arabia.
• In the same age group, 4.1% of females respondents reported that they do not have easy and fast access to the Internet.
• Of the female respondents in the same age group, 59.2% reported that they worry about quality as they cannot inspect the product.
• Of the female respondents in the same age group, 27.6% reported they lack a mailbox for home.
• According to the study, 34.7% of females respondents age 36 years or older do not know e-retailers in Saudi Arabia, 38.8% are not comfortable paying online using a credit card, 20.4% do not understand what is communicated if the website (or part of it) is in English, and 43.9% don't trust that personal information will remain private.

TRAVEL

• By the end of August 2019, Saudi women above the age of 21 will be allowed to travel alone without any male guardians.
• Women aged 21 and above can get a passport issued or renew their passports and travel outside Saudi Arabia without permission.

RESEARCH STRATEGY

SUB-GROUP DEMOGRAPHICS — KUWAIT 4

DEMOGRAPHIC DATA

• There are 1,681,395 women in Kuwait over the age of 40. Of that number, 716,638 are Kuwaiti, and 964,757 are non-Kuwaiti.
• There are 148,255 women in Kuwait between the ages of 40 and 44.
• There are 113,277 women in Kuwait between the ages of 45 and 49.
• There are 80,318 women in Kuwait between the ages of 50 and 54.
• There are 52,362 women in Kuwait between the ages of 55 and 59.
• There are 34,096 women in Kuwait between the ages of 60 and 64.
• There are 49,295 women in Kuwait above the age of 65.
•  Ninety-five percent of women above the age of 15 are literate.

ONLINE/SOCIAL MEDIA BEHAVIORS

• In Kuwait, there are 870,000 monthly active female Facebook users; 684,000 monthly active female Instagram users; 420,000 monthly active female Twitter users; 907,500 monthly active female Snapchat users; and 144,000 females registered on LinkedIn.
• The presence of 4.14 million internet users in Kuwait implies 98% penetration.
• There are 3.9 million active social media users in Kuwait, which implies 92% penetration. YouTube, Google, and Facebook generate a significant percentage of Kuwait's web traffic. Eighteen percent of women in Kuwait have a credit card, and 38% make online transactions.

RESEARCH STRATEGY

SHOPPING BEHAVIORS:

•  Forty-three percent of the Middle East consumers buy products at nearby stores; 86% of the Middle East consumers are active online entertainment users; and 13% of the Middle East consumer are likely to order groceries online.

DEMOGRAPHIC:

• Women in the Middle East are better educated than ever before, but they are still held back by discriminatory laws.
• Women in the Middle East are not very active in their career because of the barriers to their employment.
• Women on the Middle East do not have the right to make decisions, pursue professions, travel, marry, divorce, inherit or access wealth.
• The employment outlook for women in the Middle East and North Africa (MENA) differs dramatically across countries, classes, and communities with only 24% employed, which is much lower than the 60% across OECD countries.
• According to a study conducted by U.N. Women agency and Promundo, two-thirds of Middle Eastern Men think women belong at home.
• Two-thirds to three-quarters of the men surveyed believe a woman's primary role should be caring for the household.
• Women in the Middle East face a significant level of domestic violence and sexual harassment. Thus, they are not allowed to work and have an opportunity to explore their hobbies.

INTERNET USERS

• Middle East has a total population of 258,356,867 out of which, 173,542,069 are Internet users and 116,482,942 are Facebook users.

RESEARCH STRATEGY:

Strategy #1:

Strategy #2:

Strategy #3:

HELPFUL FINDINGS

EDUCATION

•  32% of Males in the silent generation aged 72 and older are graduates, 22% have some college degree, 30% have a high school diploma, 8% are educated lower than the 9th grade.
• 22% of Females in the silent generation aged 72 and older are graduates, 23% have some college degree, 38% have a high school diploma, 8% are educated lower than the 9th grade.

ATTITUDE TOWARDS WORK

• According to a survey by FlexJobs, 65% of older workers say the primary reasons they work is to pay for necessities.
• In the same survey, 56% said they enjoy working, 53% want to save for retirement, 44% want to pay off their debt and 44% wants to travel.
•  71% of older workers would be more loyal to an employer if they had flexible work options.
•  14% of older workers identified with the computer & IT field, 13% medical & health as relevant career categories, and 21% may take up working in the education category.

ONLINE/SOCIAL MEDIA BEHAVIORS

• The silent generation or the traditionalists are least likely to engage with social media and digital technologies.
•  46% of the silent generation believe that the internet has had a positive impact on their social lives.

DEMOGRAPHIC DATA

• Estimated population of the Middle East as of 2019 is 258,356,867.
• Internet penetration rate among the population in the Middle East is estimated at 67.2%. 

VALUES AND BELIEFS

• The Tunisian government plan to make inheritance and marriage rules fairer to women unnerves Muslim traditionalists.
•  According to a study, the young population of the Middle East is less likely to be identified as religious compared to the elders.
• Approximately 83% of elders aged 65 and above in the Middle East consider themselves as a “religious person.”

SHOPPING BEHAVIORS

• Brands should target the silent generation or the traditionalists with innovation that can add convenience to their lives.
• The impact of the smart & connected mega-trend on purchasing decisions among the silent generation in 2018 influenced 10% food, 11% non-alcoholic drinks, 8% alcoholic drinks, 12% personal care and 18% household care.

HOBBIES

•  Men in the Middle East like to spend time at clubs, coffee houses, sporting events; including soccer, chess, backgammon, cards, and smoking.
•  Women in the Middle East tend to spend time dancing and gossiping with other women.

RESEARCH STRATEGY

Relevant insights on foreigners/Residents in the Middle East

Demographics:

• As of 2016, 54 million international immigrants are living in the Middle East, with no further segmentation on income level.
•  48.1% of the Middle Eastern population is international immigrants.
• Foreigners in the Middle East are from diversified ethnic groups such as Filipinos, Jews, Hindus, Bengalis, Egyptians, Greeks, Sri Lankans, Sikhs, and Pakistanis.
• The major religions of Middle Eastern foreigners are Judaism, Christianity, and Islam. 
• The majority of international immigrants in the Middle East are males.
• Online/social media behaviors:
• The internet penetration in the Middle Eastern region is high (67.2%) when compared to the rest of the world (56.5%).
• The percentage of social media use in the Middle East is as follows: Whatsapp (75%), Facebook (71%), Instagram (42%), YouTube (59%), Snapchat (31%), and Twitter (28%). However, no data can be found that is specific to the social media use of high-income foreigners in the Middle East.

Shopping behaviors:

• Around 55% of Middle Eastern shoppers are more focused on savings while shopping.
•  35% of Middle Eastern shoppers are opting for preferred brands over cheap brands.
•  54% of Middle Eastern shoppers do not show any brand loyalty.

Values and beliefs:

•  46% of foreigners in the Middle East believe that they are earning more than they would in their respective home countries.

Work Attitude:

•  22% of foreigners claim that they save nothing from their monthly salary whereas 27% of them save less than 5% of their salary. Furthermore, 20% of foreigners save 21% to 30% of monthly salary.

Hobbies:

• Men in the Middle East are interested in chess, backgammon, cards, soccer, and smoking nargila or hookah.
• Women in the Middle East are interested in gossip, dance, and enjoying their time at home.

Research Strategy

USING THE INTERNET/SOCIAL MEDIA TO INVEST/STAY CONNECTED

•  Fintech solutions, as well as robo-advisors, are attractive to tech-savvy Millennials that are high-income earners because of the level of convenience they provide.
• However, when they become uncertain about investments, they'd rather make their own decisions instead of using fintech solutions or robo-advisors.
• They are more inclined to get their information online through apps, social media (e.g. YouTube, WhatsApp, Facebook), as well as webinars.
• The growth in terms of watch time for Millennial entrepreneurs (including tech-savvy Millennials that are high-income earners) in the Middle East and North Africa (MENA) region has a 60% increase year-on-year and for mobile watch time, a 90% increase year-on-year.
• In MENA, 97% of Millennials use the internet, 94% have one or more social media account(s), 54% always try to use technology, and 51% are always online.
• These figures provide an estimate that the majority of the MENA Millennials are tech-savvy and tend to use technologies or browse the internet.
• The tech-savvy Millennials with high income in the Middle East focus on technologies for "basic savings products, equities, and property," as well as investments.

MAINTAINING LOYALTY TO ONE BRAND

• They are more interested in deals that are flexible, 35% like to stay updated with their brands and 64% like to see better deals.
• Millennial entrepreneurs tend to be more loyal to one brand when shopping.
• Middle Eastern Millennials spend a lot while traveling (twice that of Europe) and the most globally.
• Their purchase decisions (64%) are influenced by branded videos on social media.
• In the case of purchasing real estate (e.g. house), Millennials pay close attention to customer reviews, and research using smartphones, social media, and other online networks.
•  43% of Millennials use food delivery apps, 40% use ride-hailing apps, and 20% use wearables.
• Ecommerce shopping is done through websites (43%), in the store (43%), social media (27%), and mobile apps (24%).
• Middle Eastern Millennials tend to keep tabs on brands for better deals while also using social media to help them make decisions about purchasing.
• Since the majority of tech-savvy Millennials with a high income in the Middle East are also estimated to be active on social media, they may also be staying updates with brands or using social media to make purchasing decisions.

DEVELOPING BUSINESS IDEAS

• These tech-savvy Millennials are maintaining a high income by acquiring higher-paying tax-free jobs and accumulating a bigger share of their family's wealth with 71% of them being employed.
• They are also more interested in entrepreneurial jobs.
• Over 60% of the Middle Eastern population is under 30 years old and the median age is 22 years.
• This region has some of the youngest entrepreneurs with the average age being 26 years old.
•  63% of the Millennials in the Middle East are entrepreneurs and are under 35 years old.
• Their businesses are worth $250,000 to $20 million.
• These figures suggest that more than half of the tech-savvy Millennials that are high-income earners are employed and are more inclined to developing business ideas of their own and have had some success.
• Some may have successful entrepreneurial businesses valued at $250,000 at $20 million.

SUPPORTING SUSTAINABILITY

• They are always looking for ways to have a sense of purpose and have a high regard for social responsibility.
• Their investments are usually geared toward giving back to society and environmental sustainability.
• They support brands that focus on social responsibility and support local businesses.
• Millennials care about high prices (31%), unemployment (29%), corruption (27%), crime and violence (21%), and deterioration of morals (17%) in the Middle East.
• This suggests that tech-savvy adults with a high income in the Middle East focus on giving back through investments over financial gains and may support businesses that have similar values.
• Some of them may also be interested in social issues such as unemployment, high prices, and corruption.

BUILDING THEIR OWN BUSINESSES

• Tech-savvy Millennials with high income are appreciative of hard work.
• This helps them to be seen as "top entrepreneurs amongst their peers globally."
• Success is seen as a result of their hard work and is not taken for granted by the tech-savvy Millennials with high income.
• They (Millennial entrepreneurs) tend to work 2.5 hours more than Millennials globally, amounting to 12.5 hours daily.
•  63% have access to working in family businesses but only 23% actually do so as shareholders or executives.
• They have a preference to build their own companies rather than to take up a post in their family's business.
• This suggests that tech-savvy Millennials with high income prefer to see the fruits of their own labor rather than to accept those already provided or available through their family's business.

FOCUSING ON SOCIAL LIFE

• Millennials in the Middle East enjoy traveling and spending a lot while doing so.
• They spend a lot of time on social media.
• They also like to exercise and use apps to help them keep track of their progress (36%).
• Other hobbies include volunteering, dining out, outdoor activities, and spending time with family and friends.
• Given that most MENA Millennials are tech-savvy and tend to use technologies, this may be one of their hobbies as well.
• Middle Eastern Millennials spend the most when traveling so it also suggests that those that are digitally savvy and can easily book their flights and are more likely to be able to afford this, may also like traveling.

BECOMING LEADERS

• Female Millennials who are also tech-savvy and earning high incomes are now increasingly assuming leadership roles and effecting changes in the Middle East.
• Arab Millennials are increasingly becoming more interested in and taking leadership roles and responsibilities.
• They believe the private sector has the strongest influence on society while non-governmental organizations have the least influence.
•  53% believe in stability over democracy and 67% believe Arab leaders should focus more on improving citizens' privacy rights.
• These figures suggest that MENA Millennials are more interested in becoming leaders that make a difference for the citizens.
• This is also an attraction and purpose for the female Millennials who are also tech-savvy and earning high incomes, becoming leaders.

RESEARCH STRATEGY