New Report: Snapchatters in KSA are a truly global, future-forward generation
Survey also highlights the importance of authenticity, relationships, and self-expression
Riyadh, Saudi Arabia: Snap Inc. has released a new study highlighting how Snapchatters in KSA are adopting new behaviors and values that are changing the world today.
Snapchat reaches more people than other major social media platforms in Saudi Arabia, reaching 90% of 13-34 year olds in the Kingdom, with a monthly addressable reach of 18 million and nearly 90% of KSA daily users interact with Lenses every day. The “Snapchat Generation” is also significant considering it has an estimated discretionary spending power of SAR 1.4 trillion in KSA alone, according to the study
The report sheds light on what truly matters to the Snapchat Generation, and how their thinking has evolved when it comes to self-expression, communicating with family and friends, the value they place on relationships, and much more. The report also highlights how Snapchatters are a global, future-forward generation, with respondents sharing their views on inclusivity, their drive to excel, and their passion for knowledge.
Appreciating authenticity, the Snapchat Generation doesn’t have the time to be fake, with a higher percentage of Snapchatters believing in the value of being real online compared to non-Snapchatters. The Snapchat Generation is also more likely to delete things they’ve posted online if they no longer reflect their current opinions, keeping their online image reflecting their most up-to-date values. Moreover, half of those surveyed say that they are less likely to purchase from brands that promote the opposite side of social issues that matter to them.
When it comes to relationships, the Snapchat Generation places tremendous value on their connections with family and friends, believing that they will ultimately emerge from the current pandemic with a stronger appreciation for family. Tools such as communication and camera apps help keep those relationships strong. The region’s Snapchat Generation is, for example, 1.2x more likely than non-Snapchatters to feel like they are a part of others’ lives via their stories on social, communication, and camera apps.
Abdullah Alhammadi, Regional Business Lead at Snap Inc., said: “The Snapchat Generation is particularly unique in Saudi Arabia. While family relationships are essential for Snapchatters, they have an individual strive as they are more driven, competitive, and image-conscious, with a preference towards becoming self-employed entrepreneurs. Compared to non-Snapchatters, they are more global in their views and interested in the world around them.”
“This generation is both streets smart, book smart, and is driven to forge a path to success, even if it means getting out of their comfort zone. They look to build success off of hard work, and are optimistic,” added Abdullah.
What else is in the report?
- Snapchatters in the region are seeking out moments of levity, joy, silliness, and plain old fun to recharge. This includes the entertainment they consume, the digital media they depend on, and the hobbies they’re taking up as they spend more time than ever at home. The Snapchat Generation is 1.4x more likely than non-Snapchatters to gravitate towards immersive video and mobile games, including AR experiences.
- The region’s Snapchat Generation has a highly entrepreneurial spirit and strives for financial independence, with 2 in 3 Snapchatters surveyed saying that they aspire to be self-employed.
- Approximately 3 in 4 respondents say they are comfortable having traditionally uncomfortable conversations discussing mental health.
- 9 out of 10 in the Snapchat Generation describe themselves and their friends as kind, with 8 out of 10 describing themselves as creative.
The full Snapchat Generation report with additional insights and research methodology can be found here.
