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posted on Aug. 26, 2025 at 2:08 pmAug 26, 2025

94% of Saudis use social platforms to decide where to eat, shop, travel

posted on Aug. 26, 2025 at 2:08 pmAug 26, 2025

For advertisers, the latest research released by Snapchat, in partnership with Publicis Media and NRG, offers a clear takeaway – the path to purchase is now social-first, mobile-led and primarily powered by technology and trust.

Social media shopping on mobile

Social platforms are not only being used to search, but also to spark discovery, inspiration and make decisions. Close to 94 per cent of people surveyed in Saudi Arabia stated that they use social platforms to discover and decide where to eat, shop and travel, according to the latest research released by Snapchat, in partnership with Publicis Media and NRG.

The new research reveals how the path to purchase is being redefined across four key consumer categories in Saudi Arabia: Quick Service Restaurants (QSR), Consumer Electronics, Retail Apparel and Travel.

The findings highlight a major shift in consumer behaviour. Be it ordering meals, buying new outfits, or upgrading tech, consumers in

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Tags:AI ar Artificial Intelligence augmented reality authenticity consumer electronics consumer journey content creators Discovery Joyce Hallak KSA NRG path to purchase Publicis Groupe Middle East Publicis Media Middle East QSR quick service restaurants Rasha ElGhoussaini relevance retail apparel Saudi Arabia search Snap Inc.Snapchat Social social media social media platforms Travel trusted voices

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.