Saudi residents spend five hours a day on social media; report
YouGov report reveals the majority of respondents use Facebook, followed by YouTube
Research from YouGov revealed that residents in Saudi Arabia spend on average five hours a day on social media, with the majority using Facebook.
The findings were captured from over 4,000 Saudi Arabia residents and found that the time spent on social media varied depending on the age group; young users aged between 18-35 spend two to six hours per day, whilst older users aged 36-55 spend 30 minutes to two hours a per day.
YouGov also found 58% of residents used Facebook, followed by YouTube (56%), Twitter (38%), and Snapchat (27%). Flickr, Foursquare, Reddit and Tumblr are the least regularly used social media sites accessed by less than 2% of respondents.
Sharing is the most common use of Facebook with 38% of users sharing content daily. News is shared the most (46%), followed by viral videos (45%) and personal photos and opinions (both 40%). Residents also share on Snapchat on a daily basis - mostly personal photos (51%) and personal videos (50%). 26% share content daily on Twitter and 23% share content daily on YouTube.
Typically Facebook is accessed via a smartphone according to 66% of the sample across the country, whilst 28% access it via their laptop. On the other hand, LinkedIn is the most accessed social media site via a laptop with 53% favouring it as their device of choice.
YouGov consumer research director, Nehal Hassan Jibouri said: "Our research confirms how social media today plays an integral role in the lives of residents in Saudi Arabia. It serves two main desires - it fulfils (but also created) a need to share precious moments with others and has also become a means to gain, gather and exchange information.
"With 44% of residents choosing social media as the most helpful means to source information on brands and products, and word of mouth becoming highly impactful in this region, there's no surprise we are witnessing companies give their marketing and communications strategies a complete makeover. We're observing a gradual shift away from the use of traditional platforms to reach key audiences in favour of carving a path to them through social media channels and specifically social media ambassadors."