Search DubaiPRNetwork.com

Home >> Technology

Apps and Social Try Building Intimate Bonds but No One's Succeeding

Monday, June 11, 2018/ Editor -  

Share

Home >> Technology
Skype dominates Apps and Social Platforms industry while Facebook ranks as the most intimate brand among millennials in the UAE, according to MBLM’s 2018 Brand Intimacy Study 
 
Dubai, UAE, June 11, 2018:  For the second year in a row, the Apps and Social Platforms industry struggled to create intimate bonds according to MBLM’s UAE Brand Intimacy 2018 Report, the largest study of brands based on emotions. Brand Intimacy is defined as a new paradigm in marketing, which leverages the emotional bonds between a person and a brand. The study reveals that top intimate brands deliver superior results related to revenue and profit growth by creating deeper relationships with their consumers. 
 
Apps and Social Platforms ranked 13th of out the 15 industries studied by the agency, dropping from its 12th place position in 2016. Skype championed the industry as the top 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. However, it is likely that the brand’s level of intimacy will decrease if the ban extends throughout the year.  
 
The study continues to demonstrate that it pays to communicate. A second communication-based app, WhatsApp, ranked the highest amongst men in the UAE. The brand performed the highest for the enhancement archetype, meaning that customers feel like the brand makes them better, smarter and more connected. Impressively, WhatsApp measured to be 162% more essential to its users’ daily lives than the industry average, ranking high for the archetype ritual. This suggests that the brand is ingrained into the consumer’s daily actions beyond habitual behavior. 
 
Communication-focused applications like Skype or WhatsApp performing well in the United Arab Emirates is reflective of the country’s social DNA. The UAE is a vastly multicultural community, and communication with the outside world is essential to users, especially to expats and businesses. Accessible, regular and—most importantly—free communication is integral to the success of such social platforms.
 
“Methods of communications need to be adapted to the speed of the local economy,” noted William Shintani, managing partner of MBLM Dubai. “A city like Dubai 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.” 
 
Facebook came in as the most intimate brand among millennials ages 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 year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and the UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of consumer bonds.

Previous in Technology

Next in Technology


Home >> Technology Section

Latest Press Release

Implementation of New Regulations for Residence and Visitor Visas Forthcoming

Trust Corine de Farme for Sulfate-Free Baby Products

Huawei and TPCAST collaborate to enhance VR capabilities over 5G broadband

Baroncelli Big Date collection from Mido

Cell Phones, Sporting Goods, and Soon, Cars: Ford Innovates with “Miracle” Mater ...

National Day Camel Marathon set to take place in February

The Network Communication Group and BrandTribe partner to launch a new branding ...

L'oréal Among the Top 10 of Thomson Reuters Diversity & Inclusion Index

Smart Dubai, du and Community Development Authority sign agreement to deliver Du ...

Phase 3 of MBR Solar Park in Dubai wins Solar Project of the Year 2018 at the As ...

Danube Home to Provide Free Gynaecologist Consultation on 26th and 27th October

Neymar Jr. Partners With GaGà Milano as Brand Ambassador

Tazio Nuvolari – Time is legend

The All-New Kindle Paperwhite Launches on SOUQ.com

Zoho Bets Big on Middle East, Opens an Office in Dubai

#MyDubai Competition offers Expatriates the Chance to Win a Trip for their Frien ...

Arjaan by Rotana Reports Occupancy Rate at 82 Percent in 2018

Xpress Money Signs Up As The Principal Sponsor of the Bengal Tigers in the T10 ...

Rado HyperChrome Diamonds

Etisalat signs MoU with Fujairah Department of Public Works & Agriculture