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UAE has second highest number of recreational shoppers in the world

According to the ACNielsen Online Consumer Confidence Survey conducted in 42 markets, 30 per cent of consumers in the UAE go shopping 'at least once a week'. This figure was only second to Hong Kong which stands at 36 per cent.

To further emphasise the UAE'S love of shopping for entertainment, the combined UAE percentage of respondents who shop for 'something to do' either 'twice a week or more', 'once a week', 'once a month', or 'less than once a month' was recorded among the top 10 worldwide, at 84 per cent.

"With the emergence of a new middle class and opportunities for spending in the UAE, it is understandable that there is huge enthusiasm about shopping," said Piyush Mathur, Managing Director, ACNielsen MENAP region.

"Another key factor is the weather conditions. With nearly six months of hot temperatures, people seek indoor entertainment, usually in a mall or hypermarket. This has driven a growing trend in 'shopertainment'."

"The key to success in retailing is to understand what makes shopping entertaining and make sure that the shopping experience maximises the shoppers' pleasure. Recreational shoppers are not only motivated by sales or discounts, but also by the entire shopping experience. They want to have the freedom to explore a store," explained Mathur.

"Retailers can take advantage of the opportunity presented by this big pool of recreational shoppers by positioning their brands so that shopping is seen as an 'experience' or an 'event' rather than a chore," concluded Mathur.

The survey also highlighted another form of recreational shopping emerging called 'therapeutic shopping', which can be described as venturing into the marketplace in pursuit of an emotional or psychological uplift.

In the UAE, an average of 49 per cent of consumers regarded clothes shopping as a necessary chore which ranked highest worldwide, whilst 13 per cent of shoppers think its therapeutic to shop for clothes, which rated the lowest amongst the rest of the countries in the study.

When questioned about their attitude towards grocery shopping, an average of 72 per cent of consumers in the UAE think that regular grocery shopping ranks as necessary, and that only 10 per cent rate it as therapeutic. Results from the rest of the countries indicate that an average of 22 per cent of consumers think that grocery shopping is therapeutic, whilst 39 per cent believe that it is a necessity.

As the largest global survey of its kind, the ACNielsen Online Consumer Confidence Survey is aimed at evaluating consumers' current confidence levels, spending, habits, intentions and current major concerns.