60% Of UAE Respondents Redefine ‘Comfort’ During The Pandemic

A survey conducted by cooling experts Taqeef and AC manufacturer Midea reveals that 60% of UAE respondents have expanded their comfort zones, and now regularly do things they were not comfortable with before. Looking into the impact of the pandemic on certain consumer behaviors relating to comfort and general lifestyle, the survey shows that 67% believe the pandemic pushed them out of their comfort zone. As a result, the majority of respondents have become more cost (77%), environmentally (79%) and health-conscious (82%).

“As more people spend more time at home, the importance placed on maintaining a comfortable environment to live, work and play in has never been greater.As part of our ongoing commitment to bring innovative cooling solutions to the UAE, Midea has recently launched its ‘Ultimate Comfort’ air conditioner (AC) series,introducing a new standard of indoor cooling to the market, which is smart and sustainable, taking comfort to the next level,” said David Miao, Head of Residential Air Conditioning Overseas’ Research and Development at Midea.

When asked about what constitutes ‘ultimate comfort’, the majority of the respondents selected using the Internet as a source of information (62%) as the primary choice, followed by spending time with friends and family (60%), relaxing and taking it easy on the weekends (60%), same-day delivery of items ordered online (41%), low-noise or quieter home appliances such as washing machines, dishwashers and ACs (41%), and smart technology in home devices (40%).

Over half (58%) of respondents highlighted that smart technology in home appliances such as smart sensors, virtual assistants, TVs and ACs which were considered as luxuries a few years ago have become a necessity now. In fact, 41% have increased investment in home technology and appliances this year.When buying appliances, 68% consider the sustainability rating on the energy efficiency labelwhich is a standard regulatory protocol by the Emirates Authority for Standardisation and Metrology (ESMA) for all household appliances. However, the survey shows that almost half (47%) have increased the use of AC at home.

“With the movement restrictions over the summer months in the UAE, the increased use of AC at home in 2020 is no surprise. However, with this increase comes a need for more considerate cooling – it’s now more important than ever to manage comfort with conservation.  With small but effective changes – high energy rated systems, regular maintenance and keeping the temperature at 24 degrees- we can achieve big efficiencies.  So, when looking for new appliances, it’s key to consider all the features that a product provides. Smart ACs will anticipate and limit wasted usage to ensure the cooling and comfort needs of the end-users are met, in the most environmentally friendly way,” commented Tariq Al Ghussein, CEO of Taqeef.

With its accurate temperature control technology, Midea’s Ultimate Comfort Series has a smart sensor AC function that detects the room’s temperature and humidity level accessible via a smartphone through the Midea app.The inverter air conditioners offer three operating power options: 50%, 75%, and 100%, giving users options to lower power level and conserve energy.

Midea’s AC series also features ‘Innovated Air Magic’ which is an advanced sterilisation technology, releasingions that kill harmful bacteria in the air while the AC is on.The AC also ensures low noise at 18 decibels, creating a more conducive environment for relaxation and peace of mind.

Commissioned by Taqeef, the exclusive retailer of Midea ACs in the UAE, the YouGov survey polled 1000 respondents aged 18-40 years old.The Ultimate Comfort series can be found at all Taqeef retailers, including Carrefour, Emax, Lulu and the Taqeef online shop. To find out more about the Ultimate Comfort Series and Midea’s latest products, visit taqeef.com/shop/