CAIRO: Egyptian consumers showed that they are a “trusting nation” when it comes to being affected by online advertising, especially if ads are specifically targeted towards their interests, according to a recent study conducted by Nielsen. An overwhelming 75 percent of Egyptian consumers said they are influenced by ads on social media websites, while 67 percent believe that targeted advertising makes online content “more relevant.” Consumers in Egypt are especially influenced by a product or brand if their friends have also tried and approved of it, according to the recent worldwide survey conducted by Nielsen. Since the revolution, advertising companies have been paying close attention to how the internet influences users. “Findings from the study reveal that three quarters of Egyptian consumers claim to be highly or somewhat influenced by standard website advertisements on social media sites, with this number increasing to an overwhelming 86 percent if the advertisement has social context — which shows which of their friends have liked or followed the advertised brand,” the study said. Only 14 percent of Egyptian consumers said they were not at all influenced by online advertising, while 59 percent said they are somewhat influenced, and 27 percent felt that they are highly influenced. Egypt's overwhelming response beat global findings which showed that 61 percent of respondents are influenced by what their friends like or follow on social media platforms. In Saudi Arabia, 83 percent said they were influenced, while in the United Arab Emirates, 77 percent felt that they are influenced. When those surveyed were asked about how they feel towards online advertising that's targeted towards them based on the kind of websites they've previously visited or made purchases from, 31 percent said they strongly feel that this kind of advertising makes it more relevant to them, while 36 percent said it somewhat makes it relevant to them, totaling to 67 percent. Just 24 percent said they neither agree nor disagree, 7 percent said they somewhat disagree, while 2 percent said they strongly disagree that this kind of advertising makes it more relevant. In this category, 62 percent of Saudi Arabia's respondents said this makes advertising more relevant to them, while in the UAE, 59 percent of respondents felt advertising is more relevant to them this way. “Egyptian consumers' trust in and attitudes towards online advertisements, particularly with their positive sentiment towards targeted content, provides myriad opportunities for companies to engage with their target audience,” said Nielsen's Egypt Managing Director, Ram Mohan Rao, in the report. “As social media increasingly becomes a mainstream activity throughout Egypt, especially since the positive role it played in the revolution, brands have been quick to get on board with the practice of better understanding and connecting with their consumers when it comes to their advertising strategies, engagement and conversion,” he added. When consumers in Egypt were asked if they've ever liked or followed any brand, celebrity, or company on a social networking site, 75 percent said yes, exceeding the global number of responses of 65 percent. In this category, “the Nielsen report found that 75 percent of Egypt consumers have liked or followed a brand or company, significantly higher than the global average of 65 percent and significantly higher again than countries such as Saudi Arabia (57 percent) and United Arab Emirates (56 percent).” Only 17 percent of Egyptians responded with no to this question, while 24 percent of Saudi Arabian and 28 percent of UAE respondents also said no. “Today's users of social networking sites in Egypt are increasingly turning to social networking platforms to seek advice or recommendations, get discounts or special offers, or actively recommend products or brands,” Mohan Rao added. “As local consumers increase in their experience of using the internet, and their levels of confidence and sophistication, so too do they value and trust online content as a source of information.”
