阿联酋智能手机用户完全将其融入日常行为中
DUBAI – June 17, 2014 – Smartphones have become central to consumer’s lives and are an inseparable twin for most. With 78 percent of people in the UAE owning at least one smartphone, the country has easily one of the highest smartphone penetration rates in the region, according to a Smartphone Insights study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Gender disparity in smartphone penetration is not evident in the UAE but differences by nationality are more obvious. Penetration among UAE nationals is 85 percent compared to other nationalities with 75 percent. “Emiratis are known to be early adopters and trend-setters. The ripple effect of a brand choice or a technology trend adopted by the local population is very significant,” says Aditya Gokhale, Executive Director Telecom at Nielsen.
阿联酋智能手机用户使用手机的目的是什么？
尼尔森的调查结果显示，他们几乎无所不用其极。首先，阿联酋消费者热衷于使用智能手机上网，几乎每两个年轻人中就有一个每天通过手机上网超过五次。
虽然通话、短信和电子邮件等传统通信功能在使用中占主导地位，但即时信息和社交网络在不久的将来也会同样流行。WhatsApp 是即时通讯领域最流行的应用程序，其次是 Facebook 和 Skype。与男性（69%）相比，女性在使用聊天应用程序方面更为活跃（76%）。
智能手机的使用也会影响其他屏幕的使用。由于智能手机的高使用率，观看电视时的行为正在发生变化--47% 的阿联酋智能手机用户声称他们在观看电视时访问数字内容。再加上通过手机访问视频内容的使用率很高（73%），我们可以清楚地看到，阿联酋居民正在将电视和手机世界融合在一起。
免费应用程序最好
使用应用程序访问网站是阿联酋智能手机用户的主要浏览模式。55% 的用户使用应用程序访问网站，而通过手机浏览器访问相同网站的用户仅占 17%。音乐（30%）、视频（27%）和摄影（25%）是继社交网络（67%）之后使用最多的应用程序类别。然而，使用和下载仅限于免费应用程序。只有 15% 的智能手机用户购买过应用程序。
接下来会发生什么？
移动广告和移动购物领域蕴藏着巨大的商机，因为阿联酋的智能手机用户对这两个领域的需求还在不断升温。目前，移动广告的主要来源仍然是基于短信的广告。其他机制，如 "应用内 "或在线游戏以及基于位置的功能，尚未对消费者的记忆产生影响。同样，移动商务在阿联酋也还没有大规模兴起，实际使用手机购物的比例仅为 5%，甚至更低。尽管如此，约有 19% 的智能手机用户将使用手机作为购物习惯的一部分--浏览和比较产品。
So how can brands push products through mobile channels and increase purchases? “We believe there is a long way to go and this presents itself as a huge opportunity for marketers,” said Gokhale. “Consumers will continue to stretch the limits of what they can do on their phones and shopping isn’t too far. Attractive mobile advertising formats have a role to play to grow attention and spur sales. Exciting times lie ahead in the smartphone space,” concluded Aditya Gokhale
关于尼尔森智能手机洞察
Nielsen Smartphone Insights is a syndicated survey providing detailed understanding of smartphone and feature phone users and revealing the challenges and opportunities that exist as the mobile landscape continues to evolve. The fieldwork for Saudi Arabia and UAE was conducted in Q1’2014. It was conducted through face-2-face interviews.
Saudi Arabia: A total of 1791 contacts were made to know the incidence of smartphone. Final sample achieved covered both smartphone and non-smartphone users.
United Arab Emirates: A total of 1505 contacts were made to know the incidence of smartphone. Final sample achieved covered both smartphone and non-smartphone users.
新闻联系人：
Silke Trost, silke.trost@nielsen.com, +971 554986257
