Last year, we conducted research on who Daily Snapchatters aged 13+ are, aka the Snapchat Generation, and found that they possessed $425B in spending power in MENA. Which translates to 1.4 Trillion Saudi Riyal in Saudi Arabia!1
This year, we explored in more detail the shifts Snapchatters and Gen Zs are leading in how we communicate, connect, and consume.
Our research highlights the unique behaviors that differentiate Snapchatters as well as the distinctive characteristics of Snapchatters and Gen Z in KSA in four big areas: identity, communication, commerce, and connection.
A Unique Audience
It’s no secret that the world is at an inflection point, and Snapchatters are making it their personal responsibility to make the world a better place.
The last two years haven’t changed who Snapchatters and Gen Z are so much as how they show up. Values like caring for their well-being, prioritizing their relationships with others, and having fun have moved to center stage for them. These values are influencing how they interact not only with their friends, but also with brands and their wider community.2
Snapchat has always been a place where people are free to live in the moment and be themselves. In Saudi Arabia, Snapchatters are championing transparency, reimagining online life as something that feels real, fulfilling, and genuinely fun.
In particular, Gen Z is leading a shift towards realness, determined to embrace their true selves, despite pressures of expectation. Nearly 68% of the Snapchat Generation in KSA feel “Being true to who I am” has become even more important to them.3
It’s an era of visual communication and Snapchatters are leading the charge. It’s no surprise that 98% of Snapchatters in KSA have used some form of visual communication when messaging friends.4 This generation is redefining communication and expressing themselves in more creative and interactive ways to have fun and deepen their connections with others. Every Snap is an opportunity to share the story of what’s happening in their lives.
Visual communication also allows for greater expression, as nearly 3 in 4 Gen Zs in KSA agree that digital avatars / Bitmoji help them to express themselves.5
The way we shop is changing, and the Snapchat Generation are expecting more immersive experiences. Snapchatters, especially, are getting inspired, trying on products via AR, and consulting with friends and family, all before purchasing.
It doesn’t matter if you don’t feel like going to the store or if your friends can’t make it–shopping has become a more convenient and social experience on Snapchat. In fact, Snapchat is the #1 platform where Gen Z enjoys sharing purchases they love or when shopping.6
93% of Snapchatters in KSA are interested in using AR to try on makeup or clothes!7
Connection matters more than ever, and Snapchatters are looking for meaning and guidance from their friendships, brands, and the broader world.9
Building connections is a way for Snapchatters to take care of themselves.10