Consumers in Saudi Arabia are spending more of their time online, a recent report by Snap Inc showed.
Since the coronavirus pandemic, media consumption has increased across every screen type according to Snap Inc. The pandemic has also accelerated the trend for mobiles.
The study shows that nearly all consumers tune into some form of video on their phones daily, while 87 percent of consumers are watching more video on their smartphone than they did a year ago.
“We have seen a drastic shift in how people choose to communicate and consume media and mobile video has become at the forefront of storytelling,” Hussein Freijeh, MENA Regional Director, at Snap said.
“With mobile media proving more popular in Saudi Arabia than any other medium, now is the time for brands to transition into an exciting new space that offers higher engagement and better payoffs,” Freijeh said.
National Research Group conducted a study on behalf of Snap Inc. among Saudi smartphone owners aged 13-35 who had watched video on their mobile phones. Eight hundred responses were collected between May 15 and June 8, 2020.
Ninety percent of consumers said full length TV or video series are too much of a time commitment, while 96 percent said videos that fill the screen vertically feel more personal and 94 percent said it feels more immersive.
In Saudi Arabia, consumers spend 4 hours and 5 minutes on their mobile phones for entertainment compared to an average of 1hours and 58 minutes spent watching TV per day.
According to the study, consumers are turning to short-form video. Ninety four percent of Gen Zs and 96 percent of Millennials said short-form premium content fits well into their days, while 92 percent of Snapchatters agreed that short-form premium video content makes them feel like they’re part of a community.
(Writing by Gerard Aoun; editing by Seban Scaria)
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