Social media is booming in Saudi Arabia and the UAE, with younger generations using social media to communicate and share information, and it is increasingly difficult to imagine life without apps like Whatsapp and Instagram. For businesses, these platforms are more valuable and a key part of their marketing mix to help businesses generate revenue and reach customers globally in a cost-effective manner. Social media has now carved out a foothold in the digital space in Saudi Arabia and the UAE, and it is set to attract more attention in the coming years.
Saudi Arabia and UAE Social Media Statistics 2023
KSA
Of the total population of Saudi Arabia, 35.97 million people, or 99% of Saudi Arabians, have access to the internet. Home internet penetration is 99.9% and will remain so until 2028.
In Saudi Arabia, 28.8 million people use social media, accounting for 79.3% of the total population.
The average Saudi Arabian spends 7 hours and 20 minutes online and 3 hours and 1 minute per day using social media.
In KSA 2023, WhatsApp remains the most popular social media platform with 22.33 million users. Facebook contributed the highest web traffic referrals (68.49%).
Men make up 65.8% of the audience and dominate social media advertising in Saudi Arabia.
UAE
99% (or 10.07 million) of the total population of the UAE (10.17 million) are internet users.
Social media users account for 98.99% of the total population, or 9.97 million people.
Individual and corporate social media users combined were 10.73 million.
The average daily time of using the Internet is 7 hours and 29 minutes, and the daily use of social media is 2 hours and 50 minutes.
The three most commonly used instant messaging apps are WhatsApp, FB messenger, and TikTok.
3.95 million UAE citizens said their main reason for using social media was to stay in touch with family and friends.
Popular social media platforms in Saudi Arabia and UAE
With 99% internet users and 79.3% social media users in Saudi Arabia by 2023, it is clear that including communication, entertainment, and work, Saudi Arabia has moved towards digital transformation. According to 2023 statistics, the average Saudi saudi spends at least 3 hours and 1 minute per day on different social media platforms. This means that marketers now have a golden opportunity to easily connect with and engage with their target audience through these channels.
The 10 most popular social media platforms in Saudi Arabia in 2023
Data source: GMI (percentage of internet users over 15 years of age who use each platform each month)
Saudi users already see social media as an integral part of their lives. WhatsApp has been the number one contender since last year. It has a staggering 22.33 million users, or 83.7% of the total population, and has proven to be a popular messaging app in the country. Instagram followed with 20.49 million users, encouraging marketers to use it as a tool to expand their reach. Snapchat and Twitter also have impressive numbers of users, with 18.38 million and 18.33 million, respectively. The short video platform TikTok has also gained a large number of users, currently having 18.04 million users, accounting for 67.4% of the total population. While Facebook (Meta) is slowly losing its importance among Gen Z, there are still active users among older generations. In Saudi Arabia, the platform ranks sixth with 17.69 million users.
UAE residents spend an average of 2 hours and 50 minutes a day on social media and 7 hours and 29 minutes on the internet. Different social media platforms are vying for user loyalty by offering attractive, user-friendly interfaces and unique features and functionality. In the UAE 2023, the following social media platforms won the popularity contest:
The 10 most popular social media platforms in the UAE in 2023
Data source: GMI (percentage of internet users over 15 years of age who use each platform each month)
WhatsApp ranked first with 6.73 million active users. Although it's more of a messaging platform than a social media, this platform allows for active online communication with a lot of people. Facebook is second with 6.65 million users, it is one of the oldest platforms of all available, and it has a simple interface that helps users quickly connect with friends and family. Ranked third with 6.21 million users, Instagram focuses on mobile users and provides an instant sharing platform that helps content creators and companies earn lucrative revenue. TikTok gained the fourth place position through a strong marketing presence, and currently, it has 5.7 million users in the UAE.
Saudi and UAE social media users
Social media users in Saudi Arabia and UAE growing year on year (2014-2023)
Data source：GMI
From the growth figures of social media in Saudi Arabia and the UAE, it is clear that usage and followers have been growing steadily. 2020 was a landmark year, with 25 million social media users in Saudi Arabia and 9.73 million in the UAE. This figure can be attributed to the pandemic, which has forced people to stay indoors and seek companionship in the online world. In Saudi Arabia, this number rose to 29.5 million in 2022, and today, in 2023, although it drops to 28.8 million, it is still a huge number of users. The cumulative number of users in Dubai increased from 9.73 million in 2020 to 10.73 million in 2023, with a three-year growth rate of 10.28%. Therefore, we can conclude that social media will continue to grow and continue to influence the society and economy of Saudi Arabia and the UAE for years to come.
Saudi and UAE social media advertising audiences
Demographic analysis of Saudi and UAE social media advertising materials
Data source: GMI (share of total audiences for Facebook, Instagram and FB Messenger ads by age and gender)
A demographic analysis of social media advertising profiles in 2023 shows that in Saudi Arabia, men make up a large portion of the social media advertising audience, with men accounting for 65.8% of the total audience and women accounting for 34.2%. The number of users is highest between the ages of 25 and 34, with 27.9% of men and 13.5% of women. The second largest user category is 18-24 years old, with 14.9% male users and 9.9% female users. The 34-45 age group ranked third in terms of the number of users, with 14% of male users and 6% of female users.
In the UAE, we can see that social media advertising is also dominated by men, accounting for 70.20% and women for 29.80%. In terms of demographic factors (age and gender), the proportion is also highest in the 25-34 age group, with 30.20% men and 12.30% women. The 35-44 age group accounted for 17.90% of men and 7.70% of women, ranking second. The third highest proportion is in the 18-24 age group, with 12.80 per cent for men and 5.40 per cent for women.
Social media advertising data is an important list for marketers because they can create and implement customized marketing strategies based on the demographics of each age group. A key indicator for businesses to market is audience profile, creating customized marketing campaigns based on the target audience to achieve a higher return on investment (ROI).
Web traffic recommendations for social media
From selling products to fostering brand loyalty, social media platforms are replacing traditional marketing methods such as billboards and TV commercials. Marketers rely on social media these days, and it is considered the most effective way to generate web traffic recommendations, even for generating web traffic recommendations. Let's take a look at the platforms that drive the most traffic to websites in 2023.
Share of web traffic to third-party websites by clicking or clicking on links posted on social media platforms Data source:GMI
With 68.49% web traffic referrals, Facebook will be the digital platform that generates traffic to websites in 2023, and it is also one of the most widely used. Twitter, widely regarded as a real-time news-sharing platform, came in second, providing 15.94% of web traffic recommendations. Twitter is followed by Instagram, a Meta product with multiple useful and innovative features, and the platform accounts for 7.58% of web referral traffic. In fourth place is YouTube with 5.32%, which covers a wide range of content from education to information, and marketers can use it to attract visitors to their websites.
Easy access to the world
Guangzhou E-Tong Tianxia E-commerce Co., Ltd. (hereinafter referred to as "E-Tong Tianxia") is a comprehensive service-oriented enterprise dedicated to the e-commerce market in the Middle East and North Africa, and has established 8 major teams, including Guangzhou team, Shenzhen team, Hangzhou team, Yiwu team, Dubai team, Saudi team, Egyptian team and Morocco team, providing one-stop services including full-link supply chain management system, brand agency operation, international certification, international payment, trademark registration, warehousing services (China + overseas) international logistics and customs clearance overseas delivery. It is the official strategic partner of NOON.COM, responsible for NOON's investment promotion and merchant services in China, and is also the official service provider of Amazon SPN, providing solutions to merchant logistics problems. With professional, comprehensive and efficient services, it is convenient for Chinese merchants to enter the threshold of the Middle East market and save costs. E-Tong World has always adhered to the business philosophy of listening to and meeting the needs of users, and is willing to become an enterprise that makes users praise and has world influence.
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