According to the latest research conducted by Snapchat in partnership with Publicis Media and NRG, 94% of Saudis use social platforms to discover and decide where to eat, shop, and travel. This research highlights a major shift in consumer behavior as social platforms are increasingly being utilized for inspiration and purchasing decisions. The study indicates that social media is becoming a fundamental channel in the path to purchase across key consumer categories such as Quick Service Restaurants, Consumer Electronics, Retail Apparel, and Travel.
The findings reveal four significant trends shaping how people shop: social platforms are becoming the standard for the shopping journey, personal connections are paramount in influencing decisions, emerging technologies like AI and AR are minimizing barriers, and creators are increasingly providing trusted recommendations. Notably, 83% of electronics shoppers and 79% of quick service restaurant customers in Saudi Arabia report making purchases through social platforms. These insights underscore the importance for brands to engage meaningfully and authentically on platforms where consumers are making purchasing decisions.