Snapchat, in collaboration with Publicis Media and NRG, has unveiled new research that redefines how consumers in Saudi Arabia move from discovery to decision-making across key sectors — quick service restaurants (QSR), consumer electronics, retail apparel, and travel. The findings underscore a dramatic behavioural shift: social platforms are no longer just spaces for connection, but hubs where inspiration, evaluation, and purchases converge.
From ordering meals to booking trips or upgrading electronics, Saudi consumers increasingly rely on platforms like Snapchat where AI, AR, and trusted voices accelerate the journey from interest to action. The study identified four driving forces behind this evolving purchase landscape:
- Social platforms as entry points: Shopping journeys often begin online, with 94% of travelers first discovering new destinations on social media and 93% of QSR customers admitting that seeing food content prompts them to order.
- Friends and family as decision-makers: Despite technological advances, personal connections remain the strongest influence, with over 90% of consumers basing choices on input from trusted circles.
- AI and AR reducing barriers: Emerging technologies help buyers visualize products and feel confident about decisions. Nearly 87% of apparel shoppers say AR improves online decision-making, while 89% of electronics buyers cite “view in your room” features as decisive.
- Creators inspiring action: Influencers are shaping consumer choices, with 91% of electronics shoppers trusting creator reviews over traditional sources and 89% of travelers discovering new options thanks to creator content.
In Saudi Arabia, this shift is already evident. According to the research, 83% of electronics shoppers and 79% of QSR customers make purchases directly through platforms like Snapchat, eliminating the need to leave the app.
Rasha ElGhoussaini, head of agency at Snap Inc. MENA, emphasized the role of authentic relationships and technology in driving this change: “At Snapchat, we’ve always stood by the fact that real connections and innovative technologies drive meaningful engagement. This partnership with Publicis Media and NRG reinforces that very belief, proving how platforms like ours are now central to how people in Saudi Arabia discover, decide and buy every day.”
For advertisers, the message is clear: the path to purchase is social-first, mobile-led, and powered by trust and technology. From AR shopping experiences to creator partnerships, brands now have the opportunity to connect with consumers precisely where decisions are made.
Joyce Hallak, chief strategy officer at Publicis Media Middle East, added: “As consumer behaviour continues to evolve at the intersection of technology and culture, it’s critical for brands to understand how and where decisions are being made. This research provides the industry with actionable insight into a path to purchase that is more social, more connected, and more immediate than before.”
The findings, based on surveys of more than 2,000 Saudi consumers across the four sectors, confirm a powerful trend: the Kingdom’s shopping experience is becoming increasingly digital-first, socially driven, and deeply shaped by AI, AR, and personal influence.
