YouGov KSA Social Media Landscape Report June 2024

KingdomofSaudiArabia Beyond thefeed:socialmediareport2024 Exploringusage,profilesandbrandpreferencesofweeklyInstagram,X,Facebook,SnapchatandTikTokusers. Livingconsumerintelligence|yhtotpus:g//bouvs.inceosms.y/obuugosvi.cnoems/s 2KSAsocialmediareport2024 Understandingthesocialmediaspherein2024 Whichsocialnetworksareleadingthewayin2024? Thisreportleverages52-weeksofsurveydatafromYouGovProfilestorevealthelatestsocialmediatimespentfigures,withadeepdiveintoplatformsuperusersbyeachgeneration.Weexplorehowuserdemographicsshiftbetweeneachsocialmediaplatform–aswellassharingnoteworthyattitudestoadvertising,safetyandintegrity. Inaddition,thisreportleveragesYouGovBrandIndextodiscoverthetop10brandsamongusersofeachsocialnetwork,basedondifferencetopurchaseconsiderationincomparisontothegeneralpopulation. https://business.yougov.com/?marketo=contact&utm_medium=pdf_link&utm_so urce=whiteGpaepteirn&uttomu_ccahmpaign=WP- 2024-06-KSA-Social-media-landscape 3KSAsocialmediareport2024 Methodology TheinsightsinthisreportcombinesyndicateddatafromYouGovProfilesandYouGovBrandIndex. YouGovProfilesisanever-growingsourceoflivingconsumerdata,with2million+datavariablesfromYouGov’s27+millionglobalpanelmembers. YouGovProfilesisa52-weekdataset,withdatacollectedcontinuouslyandupdatedweekly.Unlessotherwisespecified,insightsinthisanalysisreflecta52-weekmovingaverage,andassuchshouldbeinterpreteddirectionally.ThedatausedinthisreportwastakenfromYouGovProfiles+SaudiArabia,accessedon2024-05-19. Throughoutthisreport,welookatweeklyusersofthefollowing5socialnetworks: WeeklyInstagramusers(n=3,352) WeeklyXusers(n=2,867) WeeklyFacebookusers(n=2,611)WeeklySnapchatusers(n=2,614)WeeklyTikTokusers(n=2,556) YouGovBrandIndexisouralways-onbrandtracker,whichtracksbrandsacross16 vitalbrandhealthmetrics. Inthisreport,wehavehighlightedthebrandsthatarewinningovereachsocial networkusersbasedonconsiderationscores incomparisontothegeneralpopulation. Considerationscoresareroundedtothenearestdecimalpoint.Brandsmusthavescoresavailableforatleast183daystoqualifyfortherankingbetweenMay1,2023, toApril30,2024.Whenabrandistrackedinmultiplesectors,onlythefirstentryisshown. *Thereportedsamplesize(n)isprimarilybasedonbasicageandgendervariables.However,itmayvarywhenconsideringothervariableswithinthedataset. https://business.yougov.com/?market Exploremoredata o=contact&utm_Gmeedtiuinm=topduf_clhink&utm_source=whitepaper&utm_campaig n=WP-2024-06-KSA-Social-media-landscape https://business.yougov.com/solutions/research?utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2024-06-KSA-Social-media-landscape 4KSAsocialmediareport2024 Contents 1So6cia.lmSedliiaduesag6e 2Socialprofiles:Howweeklyuserso1f2e.aScohcsiaolcpiarolfniletsw:oHrokwdiwffeereklyusersofeachsocialnetwork... 318E.xEpxloprloinrgingatatitutitduedsetsotososcoiacliamlmedeiadia 4Brandrankingsamongweekly22s.oBcrialnndertawnokrikngussearmsongweeklysocialnetworkusers https://business.yougov.com/?market o=contact&utm_medium=pdf_link&utm_source=Gwheitteipnaptoeru&cuthm_campaig n=WP-2024-06-KSA-Social-media-landscape 5KSAsocialmediareport2024 UnparalleledinsightsintowhatSaudiArabiathinks Ourextensive,ever-growingsourceofconnected,livingdataequipsyouwitharichunderstandingofyourcustomers'complexlives.Understandwhat27million+registeredpanelmembersinover55marketsarethinking,andharnessreal-timedataforsmarter,evidence-baseddecisionswithoursuiteofproducts. https://business.yougov.com/product?utm_medium=pdf_link&utm_souErxcpelo=rwehoiuterpsaolpuetiro&nustm_campaign=WP-2024-06-KSA- Social-media-landscape 6KSAsocialmediareport2024 Socialmediausage https://business.yougov.com/?market o=contact&utm_medium=pdf_link&utm_source=Gwheitteipnaptoeru&cuthm_campaig n=WP-2024-06-KSA-Social-media-landscape 7KSAsocialmediareport2024 16%ofSaudiresidentsspend21+hoursonsocialmediaperweek Timespentonsocialmediaperweek 37% 37% 16% 6% 4% Upto5hours 6to20hours Morethan21hours Don'tknow Notapplicable:"Idon'tusesocialmedia" Natrep YouGovProfiles+SaudiArabia,May2024(n>5,300) 8KSAsocialmediareport2024 GenZaremostlikelytospend21+hoursperweekonInstagramandTikTok Millennialsaremostlikelytospend21+hoursperweekonSnapchat. Timespentperplatform:21+hours 10%10% 7%7% 6%6% 5%5% 4%4% 8%8% 7% 7%7% Instagram X Facebook Snapchat TikTok GenZ(1997-2006) Millennial(1981-1996) GenX(1965-1980) YouGovProfiles+SaudiArabia,May2024(n>820) BabyBoomersandSilentGenerationexcludedduetoinsufficientsamplesizes. 9KSAsocialmediareport2024 SocialnetworksoutranktelevisionasanewssourceforGenZandMillennials Onanationallevel,45%ofSaudiresidentsusetelevisionasasourceofnewscomparedto55%whousesocialnetworks. Sourcesofnewsbygeneration 39% 43% 53% 45% 49% 56% 60% 55% TelevisionSocialnetworkwebsites GenZ(1997-2006)Millennial(1981-1996)GenX(1965-1980)Natrep YouGovProfiles+SaudiArabia,May2024(n>920) Question:Which,ifany,ofthefollowingsourcesdoyouusetoaccessnews?BabyBoomersandSilentGenerationexcludedduetoinsufficientsamplesizes. 10KSAsocialmediareport2024 Socialprofiles:Howweekl