Meet the young digerati

A Middle East research study commissioned by digital products vendor BenQ and conducted by AC Nielsen to determine technology shopping patterns amongst 15-29 year olds in the region has thrown up some positive findings from a 'digital savvy' generation.

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By  Maddy Reddy Published  December 14, 2003

A research study commissioned by digital products vendor, BenQ and conducted by ACNielsen to determine category drivers and shopping habits of computer hardware users in the Middle East for the age group of 15-29 has thrown up some positive findings from 'digital savvy' youth.

"In the Middle East, an increasing number of multinational companies (MNC) have come to us in the last several months wanting to learn more about their customers IT spending habits, and, more often than not, those customers tend to be classified as 'youth,' or under the age of 29. This age group contributes 65% of the total population of many Middle East states," says an AC Nielsen researcher.

The research used a quantitative survey with a structured questionnaire and a mix of closed and open-ended questions to respondents in their native languages. The fieldwork for the research was done during the summer of 2003.

"We have a good idea already of IT customer buying-habits across the region, but we were surprised and delighted to learn of the massive potential of the Saudi market. It's critical that we were able to learn that scientific research has bolstered our own internal claims that the region's youth IT market is booming," says Manish Bakshi, director and chief of operations, BenQ Middle East.

Saudi Arabia with a population of more than 24 million people, where over 65% of all men and women are under the age of 29 of which 40% of all respondents indicated an intention to purchase a laptop in the next few months. A further 37% suggested they would purchase a digital camera in 2004, while 35% of respondents said that buying a DVD writer was high on their purchase list in the coming year.

"The most significant findings from the study are that young consumers are aware of and appreciate brand equity - they are prepared to invest their money in well-marketed IT brand, particularly on laptops, digital cameras and DVD writers with a compact and sleek design," adds a BenQ spokesperson.

The US$3 billion BenQ develops and sells display, storage, imaging, wireless and broadband consumer products.

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