New research from Snapchat, in partnership with Publicis Media and NRG, reveals that social platforms are fundamentally reshaping the path to purchase for consumers in Saudi Arabia across four major categories: Quick Service Restaurants (QSR), Consumer Electronics, Retail Apparel, and Travel. The study highlights that platforms like Snapchat are now central to the entire shopping journey, from discovery and inspiration to the final purchase.
By the Numbers
The research, which surveyed hundreds of Saudi consumers, uncovered several key statistics:
- 94% of travelers discover new destinations on social media.
- 91% of electronics shoppers trust influencer reviews over traditional sources.
- 87% of apparel shoppers use AR for online purchasing decisions.
- 83% of electronics shoppers and 79% of QSR customers say they make purchases directly through social platforms like Snapchat.
The Four Forces Driving Saudi Consumer Behavior
The study identified four key trends that are shaping how consumers in the Kingdom make purchasing decisions:
- Social sparks discovery: 93% of QSR customers say seeing food online prompts them to order, while 94% of travelers discover new places on social platforms.
- Friends and family drive decisions: Over 90% of consumers base their purchasing choices on input from people they trust.
- AI & AR reduce friction: 89% of electronics buyers rely on “view in your room” features before making a purchase.
- Creators influence action: 89% of travelers say that creators introduce them to new options they hadn’t considered.
A Social-First Path to Purchase
The key takeaway for brands is that the consumer journey in Saudi Arabia is now social-first, mobile-led, and powered by trust. Consumers are increasingly turning to social platforms for the entire shopping experience, which is enhanced by technologies like AI and AR, and guided by trusted voices like friends and creators.
“This research confirms how platforms like ours are now central to how people in Saudi Arabia discover, decide, and buy every day,” said Rasha ElGhoussaini, Head of Agency at Snap Inc. MENA.
Joyce Hallak, Chief Strategy Officer at Publicis Media Middle East, added, “As consumer behavior evolves… brands must show up where decisions are being made. This path to purchase is now more social, connected, and immediate than ever before.”.
Source: MEA Tech Watch
