71% of parents in Saudi Arabia are on Snapchat – Digital Boom

Snapchat is not only the platform of choice of Millennial and Gen Z audiences in Saudi Arabia, but also incredibly popular amongst parents, according to a recent study by Snap Inc. conducted with Kantar. Snapchat already has a monthly addressable reach of 19.5 million in the Kingdom and is the platform of choice for many Saudi’s. The study has found that 71% of parents in Saudi Arabia now use Snapchat, and that advertising on the platform plays an influential role in their purchasing decisions. The findings suggest that Snapchat encourages responsible conversations among family members on their purchase decisions. Among these parents, almost 9 in 10 feel positive about the advertising they see on Snapchat across product categories, and over 80% state that this advertising influences their purchase decisions. Accordingly, more than 9 in 10 take action after seeing an ad that interests them. This is inclusive of clicking on an ad directly, reading product reviews online, or asking friends and family members. Snapchat parents are also quite democratic in including other family members when making purchasing decisions. A majority of Snapchat parents claim that their children influence their purchase decisions in some way, and most parents with teenage or adult children rely on their…
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