THE CONSUMER PERSPECTIVE
by Mathieu Yarak, digital research director, Choueiri Group
BACKGROUND
The latest study on the telecom sector conducted by PWC’s Strategy& indicates that since 2006 the Saudi telecom market has moved from being in a comfortable state to becoming a market on the edge, which is forecast to become more commoditised in the future. Investigating further, DMS recently conducted its own research on consumers’ usage and behaviour related to telecom services and products.
To begin with, 65 per cent of Saudis are pre-paid users (significantly driven by millennials), who on average own two mobile phones (significantly higher than the global average) and deal with two service
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