People now have more reasons to be connected online more than ever. With a young, tech-savvy population, the
in the United Arab Emirates was forecasted to reach 96 percent by 2025. Reduced smartphone prices, have driven the massive increase in the usage of mobile phones across the UAE. The rise in social media usage can be attributed to the availability of high-speed internet at low prices, with the
Social media platforms in the UAE
YouTube has evolved to more of a social media platform, rather than a streaming service like Netflix. YouTube users can interact on videos, make community posts, and create user-generated content. However, Facebook is expected to remain a strong platform for many years to come. It was the
second most used social media platform in the country. Several popular brands use their Facebook profiles to reach out to fans and provide them with unique offers and messages. Nonetheless, Facebook still faces fierce competition from Instagram, which attracts the younger age groups, especially teenagers. TikTok has also gained huge popularity among younger generations.
Social media: beyond staying connected
Social media has grown into more than just platforms for people to connect online, it is integrated more than ever into users’ daily lives. In the UAE, the majority of respondents reported that their
main online activity was watching videos.
Users are accessing social media as their primary news source and as a search engine. Another development that has emerged is social commerce, in which consumers can browse and purchase items via their social media accounts. Even if the purchase is not executed via the social media account, brands are well aware of the importance of social media advertising. In the UAE, the the
share of Meta ad audience was highest among males aged between 25 and 34. Nowadays, many businesses prioritize their social media presence to engage with consumers and promote products, and procuring influencers to market products is becoming more and more essential for businesses marketing strategies.
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