MediaBrands research study reveals key Saudi consumer media trends

Empowering brands to become ‘top of mind’ and uncover actionable insights.

The report’s insightful data will empower brands to become ‘top of mind’ with Saudi consumers and dramatically increase their penetration of the Kingdom’s market.

Overall Outlook

As the second largest Arab state with a total population of around 35 million inhabitants, Saudi Arabia is expanding and has a current growth rate of 1.59% – a percentage that analysts say will continue to increase steadily till 2060.

A large section of this growing population in KSA is expected to be young, tech savvy, hyper-connected citizens who are eager for the opportunities the country’s digital transformation will bring. Indeed, with the huge improvement and expansion of digital technology, all KSA consumers will evolve.

From a media standpoint, a MEDIABRANDS proprietary research study was conducted to gain an understanding of customer behavior in KSA across various digital touchpoints – an insight on consumers’ media usage and time spent, as well as gaining visibility on consumer lifestyles, technology adoption and shopping habits.

Overall findings

Social platforms consumption:

1. Penetration of going online on any device is 95% in KSA
2. On average, Instagram (76%), Snap (73%) and Twitter (71%) all see a high penetration of platform usage (used last month)
3. 21% used a social network site and 15% watched video content for more than 5 hours.
4. The highest share amongst age groups on Snapchat and TikTok was 16-24 year old’s with Snap (32%) and TikTok (33%)

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