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Review Digital Advertising Overview: Saudi Arabia (by MGID)

Daniella MGID

Traffic Manager
Traffic Manager
MGID
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GENERAL INFORMATION
  • Saudi Arabia is an oil-based economy and ranks as the largest exporter of petroleum.
  • The official language is Arabic.
  • GDP per capita reached $23,216 in 2018. GDP growth fell from 2.4% in 2018 to 1.7% in 2019.
  • Immigrants make up 37% of the total population in search of economic opportunities;
  • Riyadh, Jeddah, Mecca, Medina, Hofuf, Ta'if, Khobar, Yanbu, Dhahran, Dammam are major urban centers.
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CONSUMER BEHAVIOR

Generally, Saudis value quality and luxury brands. However, the behavior of consumers in the Arab world in general (Saudi Arabia in particular) has changed in recent years; more attention has been drawn to prices and less to brand loyalty.

DEVICE USAGE

98% of the adult population use mobile phones of any type, with the distribution of laptop and tablet usage consisting of 56% and 22%.

INTERNET PURCHASES (Statista)
  • Revenue in the internet purchases market amounted to $1,648m in 2019.
  • Revenue is expected to show an annual growth rate (CAGR 2019-2024) of 3.0%, resulting in a market volume of $1,909m by 2024.
  • User penetration was 66.1% in 2019 and is expected to hit 73.5% by 2024.
  • The average revenue per user (ARPU) currently amounts to $72.75.
BEST-PERFORMING VERTICALS
  • Number one among top performing verticals is weight loss products. The target audience here is mostly women. There is a large variety of products to choose: fat-loss programs, shaper belts, weight loss pills and many others.
  • Making money is also one of the top interests. The opportunity to make a fortune with Bitcoin and Binary option services looks very promising to Saudis.

CREATIVE’S TIPS
  • Saudi Arabia is a highly conservative society with strong religious values, beliefs, and customs. Some of the Religious obligations are embedded in public and business life.
  • Saudis put family first and greatly value family bonds. It impacts both social and business life. Nepotism in business is not perceived as harmful, but rather an act that displays renown and trust.
  • King Abdullah bin Abdulaziz significantly contributed to the development of the women workforce and their entrepreneurship opportunities. Women tend to work at schools, universities or certain government departments.
  • Food is a key part of Saudi life. It’s highly important to please guests with various dishes. The best-known dish is Kapsa/Kabsa’. It consists of rice with roasted meat (lamb, camel or chicken). Keep in mind that alcohol is prohibited.
  • Meat and spices are the basis of nutrition. Do not try to promote vegetarian or organic products on this market. It is also worth paying careful attention to what is on the table at the dining Arabs, if such an image underlies the concept.
  • Arabs drink a lot of coffee. This drink is always present at a family dinner, and at business negotiations.
  • Do not use images of people in tight clothing in your ads.
  • A woman cannot appear in a society with an open face. Even in her house, she can not cover her faces only with her husband, father and sons.
  • Jewelry is an indicator of material and social status, and not an accessory. Rich and respected Arabs wear a large number of gold and red gold jewelry. You can use it to visually demonstrate wealth.
  • Arab slums have long been archaism; modern Arabs live in dwellings of sun-dried brick, bleached or covered with ocher. Nomad Arabs continue to live in sheepskin tents. The state does not provide other housing options, it is worth considering this feature if you decide to demonstrate a local resident against the background of housing.
  • Brought up on romantic Bedouin poetry, women dream of great and bright love, but marriage, as a rule, is concluded without the consent of not only the bride, but often the bridegroom. Tips and courses on bringing romance to family life can come in handy. Men are allowed to have up to four wives, but even so, only one wife is given the privilege. Every Arab woman dreams of becoming loved.
  • Public spectacles and performances are prohibited, there are no public theaters and cinemas.
  • It is forbidden to criticize power, religion. Access to information on the Internet is strictly regulated, hundreds and thousands of sites are blocked.
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MGID traffic distribution is the following: desktop 17%, mobile 82% and tablets 1%. Overall, MGID processes around 105,000 clicks per day in Saudi Arabia.

If you have any questions, leave them in the comments below!

Stay tuned!

MGID team
 
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