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Facebook is the most used social media platform in the UAE, Kuwait, and Egypt and Twitter dominates the digital landscape in Saudi Arabia, according to a survey.
With eight million users, Facebook dominates the UAE’s social media market along with 38 million active users in Egypt, and 2.7 million users in Kuwait, said a report by Dubai-based data intelligence provider Crowd Analyzer.
In Saudi Arabia, Twitter is the preferred social media platform with 14 million users while Facebook is a close second with 13 million active users, said the report.
There has been a significant increase in Twitter usage in Saudi Arabia from 2019 to 2020, surging from 11 million to 14 million users. A vast majority of the online content in the kingdom is published in Arabic across all platforms, except for Facebook, which has more content generated and shared in English, it said.
Though Facebook is popular in Egypt, Twitter is gaining traction and plays an important role in shaping the country’s cultural and media landscape. Most tweets revolve around TV, music, and fashion, said the report.
In Kuwait, more than half of the country’s population is on Facebook – it counts 2.7 million active users from a general population of four million. Notably, English users outnumbered their Arabic counterparts by more than one million.
Instagram, and specifically Instagram for Business is gaining popularity in Kuwait. Users upload personal photographs to the main platform while Instagram for Business supports marketing initiatives.
Most talked about industries on social media
Crowd Analyzer's report, which covered the UAE, Saudi Arabia, Egypt, and Kuwait, also examined the popular industries based on social media interactions.
The telecommunications industry is the most talked about business on social media in the region followed by banking and finance, automotive and e-commerce industries, according to the survey.
The telecom industry accounted for 37.7 million interactions out of the total 131.6 million recorded social media interactions in the surveyed countries, it said.
The banking and finance industry accounted for 30 million activities, while the automotive industry followed with 29.4 million activities and the e-commerce industry with 26.3 million activities, it said, adding that the ride-hailing sector came in last with only 8.2 million interactions.
Commenting on the report, Ahmed Saad, CEO and Co-founder of Crowd Analyzer, said: “In the context of the current uncertainties, and as part of our wider efforts to identify the most effective solutions to the issues we face, this year’s report aims to empower businesses, marketeers and industry professionals to leverage the available insights and dig deeper into key platform data to recalibrate their brand content and customer outreach strategies. “
“There is no doubt that for the foreseeable future, data and insights will form the foundation of any successful business while shaping our understanding of emerging trends. In doing so, data serves as a vital tool for effective communication with customers,” he added.
(Writing by Atique Naqvi, editing by Anoop Menon)
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© ZAWYA 2020
