The answer might seem obvious but the reality will surprise you.
Social apps such as Skype, WhatsApp, Facebook, etc. are built with the aim of connecting consumers.
This is what we explore based on the findings of MBLM’s Brand Intimacy 2018 report.
For the second year in a row, the “Apps and Social Platforms” industry struggled to create intimate bonds according to the report, ranking 13th dropping from its 12th place in 2016.
William Shintani, managing partner of MBLM Dubai, explains the drop saying, “Methods of communications need to be adapted to the speed of the local economy,” especially in a city like Dubai, which “evolves at a speed much faster than many places in the world – think innovation, infrastructure, place-making – and with initiatives like Smart Dubai and the Happiness Agenda, apps that facilitate instant connectivity and opportunity perform well across personal and professional spheres.”
On the other hand, the automotive industry ranked the highest, ahead of technology, consumer goods, apparel, appliances, retail and media and entertainment. In fact, five of the top 10 brands are automotive brands.
[Tweet “Automotive brands are more ‘intimate’ than social apps in the UAE. Find out why.”]
Within the “Apps and Social Platforms” industry, Skype championed the industry as the most intimate social platform, followed closely by WhatsApp, Google Maps and Facebook. The remaining top 10 brands include Uber, Snapchat, Instagram, Zomato, Deliveroo and Twitter.
Skype not only performed well across all demographics, but was a particularly popular brand among women in the UAE who believe it is an essential part of their lives. The presence of communication apps on the list reflects the role they play in users’ lives. This is especially important in the UAE, which has a high smartphone and Internet penetration as well as a high number of expats who use these apps to stay in touch with family and friends.
Although with the ban on Skype and other features such as WhatsApp calling, it is unclear if these high rankings will continue.
WhatsApp was found to be highly popular among men, performing highest for the “enhancement” archetype, which means that the brand makes users feel like the brand makes them better, smarter and more connected. Impressively, WhatsApp measured to be 162 percent more essential to its users’ daily lives than the industry average, ranking high for the archetype “ritual,” which suggests that the brand is ingrained into the consumer’s daily actions beyond habitual behavior.
Among millennials, Facebook came in as the most intimate brand among those aged 18 to 34. The social platform performed particularly well for the ritual “archetype”, demonstrating that while Facebook’s popularity grows among older users, it remains an integral part of the daily lives of younger generations. This might be surprising considering the backlash against the social media giant over privacy concerns. But, these rankings, as well as the continued advertiser spending on the platform, are a testament to its monopoly in this sector.
[Tweet “Women favor Skype, while men in UAE favor WhatsApp. And of course, millennials favor Facebook.”]
The overall ranking found the below to be the top 10 most intimate brands in the UAE are:
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