Social Media Dominates Brand Research in Saudi Arabia and UAE
Social Media Dominates Brand Research in Saudi Arabia and UAE
New research highlights that social media has become the primary tool for brand research in Saudi Arabia and the UAE. The UAE boasts a staggering 99% social media penetration, the highest in the world.
Mon 29 - Jul - 2024 482 0
Social Media Dominates Brand Research in Saudi Arabia and UAE
New research highlights that social media has become the primary tool for brand research in Saudi Arabia and the UAE. The UAE boasts a staggering 99% social media penetration, the highest in the world.
Saudi Arabia’s Social Media Usage:
- Internet users aged 16-64 in Saudi Arabia spend an average of 3 hours and 6 minutes daily on social media.
- For the first time, social media surpassed other mediums for brand research, with 60% of users preferring it over search engines (58%).
UAE’s Online Behavior:
- While social media is popular, search engines remain the top choice for brand research, with 53% of users favoring them compared to 52% for social media.
- Internet users in the UAE spend an average of 2 hours and 55 minutes on social media daily, making it the second most popular online activity after watching TV.
Key Insights:
- Social media platforms like YouTube, WhatsApp, and Instagram are the most popular in both countries.
- The report by We Are Social and Hootsuite indicates a significant shift towards digital engagement during the pandemic, with brands increasingly using social media to connect with consumers.
Consumer Trends:
- 38% of users rely on consumer reviews for brand information.
- Gaming is a major activity, with 91% of Saudi and 86% of UAE internet users engaging in video games.
- Online shopping saw substantial growth, with the UAE experiencing a 38% increase and Saudi Arabia 28%.
Expert Opinion:
- Akanksha Goel, managing director at Socialize (part of the We Are Social network), notes that the pandemic has accelerated the use of social media for brand engagement.
- Brands are expected to continue increasing digital advertising investments and building their databases to reduce reliance on platforms, preparing for a cookie-less future.
Conclusion: Social media’s role in brand research is pivotal in Saudi Arabia and the UAE, reflecting the unique digital landscapes of these countries. Brands must tailor their marketing strategies to leverage these insights effectively.
