Business
26 août 2022
26 août 2022

How the Snapchat Generation Is Reshaping Communication and Redefining the Shopping Experience with AR - Saudi Arabia

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
Identity
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
Communication
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
Commerce
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
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

Snapchat peut contribuer à la croissance de votre entreprise.

12021 Global Cassandra Study commissioned by Snap Inc. | Base: Those with a monthly income N=12,710 respondents. Cumulative total of average by market. Spending power for the Snapchat Generation was calculated as follows: We obtained the average monthly income for each respondent. The sum of any expenses related to rent or mortgage, debt, insurance, medical expenses/healthcare, spending money given to others, and utilities was subtracted from this average monthly income. We then multiplied each respondent’s average monthly discretionary spending by 12 to obtain their average yearly discretionary spending and averaged these results within each country across the Snapchat Generation.
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519 | Q: Which of these are important to you? | Q: How, if at all, has the importance of these values changed for you since before the pandemic?
32022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519 | Q: How, if at all, has the importance of these values changed for you since before the pandemic?
42022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519 Non-Snapchatters = 377 | Q: Thinking about all apps you use, which of the following things relating to visual messages (e.g. pictures, videos, filters / lenses, emojis / bitmojis) have you ever done? (NET of all codes) | ...and which of these AR experiences have you already done? Used AR to...
52022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Gen Zs N = 310 | Q: Please tell us the extent to which you agree or disagree with the following statements about your feelings and emotions “Using digital avatars / Bitmojis helps me express myself”
62022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519 | Q: What are the reasons why you’d want to use AR for shopping? (NET of all codes except “I wouldn’t be interested in using AR for shopping”)
72022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519, Non-Snapchatters N = 377 | Q: Augmented Reality (AR) can provide many experiences. Thinking about what you can do with AR both now and in the future, how interested are you in each of the following? (NET: See how clothes or accessories look / fit, “Try on” makeup or beauty products) | Q: ...and which of these AR experiences have you already done? (NET: same as previous question)
82021 Alter Agents study commissioned by Snap Inc
92022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519 | Q: Compared to before the pandemic, which of the following do you plan to do more of in the future (assuming there are no travel restrictions in place)? (NET: Going out and meeting new people, Hanging out with my family, Attending in-person events)
102022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519 | Q: Please tell us the extent to which you agree or disagree with the following statements about your feelings and emotions.