Author: Robert Clapp, Data Analyst, WARC
Consumers in Saudi Arabia are turning to TikTok, remote learning, grocery delivery and online media streaming during the novel coronavirus (COVID-19) outbreak. Over one-third of respondents in a McKinsey & Company survey said they are doing these activities more or have since started for the first time.
TikTok and remote learning for children are most popular, with 27% of Saudi consumers saying they are doing these activities more. A further 14% have just started for both these activities.
In the food category, grocery delivery is the digital activity that has seen the largest increase. One-quarter (26%) are using this more and a further 11% say they have started for the first time.
Remote learning for children is the most common activity in the communications category. Personal video chats follows, with 26% doing this more and a smaller 5% having just started.
One-fifth are playing online games (22%) and watching e-sports (18%) more, but these activities aren’t attracting new users as easily. Just 5% and 3% of Saudi consumers have started playing online games and watching e-sports, respectively
One-fifth of consumers are doing online fitness (22%) and using wellness apps (18%) more or for the first time. However, the same can be said for just one-tenth (9%) of Saudi consumers in physical health telemedicine. This falls to just 3% for mental health.
Brands should monitor and include these digital activities, along with greater use of e-commerce, in any new strategy that’s developed as a result of COVID-19. This is particularly important as their popularity may last after the outbreak and into the coming recession. With consumers open to new digital habits, brands could consider livestream commerce as an area of potential success.