Dubai, UAE – Snapchat, in partnership with Publicis Media and NRG, has unveiled new research showing how social platforms are reshaping the path to purchase across four major consumer categories in Saudi Arabia: Quick Service Restaurants (QSR), Consumer Electronics, Retail Apparel, and Travel.
The study highlights that platforms like Snapchat are no longer just for discovery – they now play a central role in inspiration, decision-making, and purchases. From ordering food to booking travel or upgrading gadgets, consumers are increasingly turning to social-first journeys powered by AI, AR, and trusted voices.
Four Forces Driving Saudi Consumer Behavior
The research identified four key trends shaping the purchase journey:
- Social sparks discovery – 94% of travelers discover new destinations on social, while 93% of QSR customers say seeing food online prompts them to order.
- Friends and family drive decisions – Over 90% of consumers base purchasing choices on input from people they trust.
- AI & AR reduce friction – 87% of apparel shoppers use AR for online decisions, while 89% of electronics buyers rely on “view in your room” features before purchase.
- Creators influence action – 91% of electronics shoppers trust influencer reviews over traditional sources; 89% of travelers say creators introduce them to new options.
In Saudi Arabia, the impact is clear: 83% of electronics shoppers and 79% of QSR customers say they make purchases directly through social platforms like Snapchat.
Industry Voices
Rasha ElGhoussaini, Head of Agency at Snap Inc. MENA, said:
“At Snapchat, we’ve always believed that real connections and innovative technologies drive meaningful engagement. This research confirms how platforms like ours are now central to how people in Saudi Arabia discover, decide, and buy every day.”
Joyce Hallak, Chief Strategy Officer, Publicis Media Middle East, added:
“As consumer behavior evolves at the intersection of technology and culture, brands must show up where decisions are being made. This path to purchase is now more social, connected, and immediate than ever before.”
Social-First Takeaway for Brands
For advertisers, the clear insight is that the purchase journey is now social-first, mobile-led, and trust-powered. AR shopping tools, creator partnerships, and peer recommendations are emerging as the most effective ways for brands to connect with consumers at the exact moments when they make buying decisions.
The research, conducted in 2025, surveyed 575–625 Saudi consumers (aged 13–60) per category, offering one of the most detailed looks yet at how digital-first, socially driven, and tech-shaped shopping is transforming the Kingdom’s consumer landscape.
