UAE Brands Embrace Digital Shift for Festive Success

Research released today by Cisco unveils a surge in consumer use of applications and digital services during this year’s end-of-year holiday season. A remarkable 78% of individuals in the UAE acknowledge the significance of applications and digital services for a truly enjoyable holiday experience. Notably, 65% of the nation’s consumers—well above the global average of 45%—express concern that a malfunctioning digital service could mar their festive celebrations. As a result, 63% of consumers in the Emirates assert that they won’t forgive an application that falls short during the holiday season.

Highlighting the findings, James Harvey, CTO Advisor EMEA at Cisco Observability, emphasizes the critical nature of application availability, performance, and security during the holiday season. As brands seek to capitalize on the soaring demand for applications, Harvey notes the pressure on application owners across sectors to ensure peak performance, stating that people will have zero tolerance for brands delivering subpar digital experiences.

Digital Dominance: Applications Take Center Stage This Holiday Season

An in-depth examination of consumer behavior during the holiday season reveals the extensive range of digital services people will rely on, from streaming movies and music to connecting with friends and family, staying informed with news, and managing finances. Consumers are set to depend on a multitude of applications as they celebrate the festive season.

Holiday Hurdles: Concerns Mount as Consumers Fear Digital Service Failures

With holiday plans heavily reliant on digital services, the potential fallout from malfunctioning applications is significant. Over half of consumers (53%) express worries that a malfunctioning digital service could have negative implications for their family holiday. Specific concerns among UAE consumers include banking application failures impacting crucial payments (45%), messaging platform breakdowns hindering communication with friends and family (43%), and retail application outages affecting last-minute gift purchases or holiday cooking ingredient orders (38%).

Application Owners Face Elevated Stakes as Holiday Season Nears

As the holiday season approaches, the stakes rise for application owners, with heightened expectations and demands from consumers. For IT teams, the pressure intensifies to optimize the digital experience. Harvey advises technologists to implement application observability to proactively address issues before they escalate, providing peace of mind and confidence to enjoy a worry-free holiday season.