It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone, equating to nearly 20 million people in total. Mobile has not only changed the way consumers behave both online and offline; but it has changed how brands connect with consumers, and in an increasingly fragmented media environment has thrown up a whole host of new and exciting planning implications.
These planning implications have been explored by On Device Research through its newly launched mobile path-to-purchase tracker: a quarterly survey of 500 Saudi Arabian smartphone users which aims to unpick how mobile fits in to the non-linear purchase funnel, while providing actionable recommendations for marketers and brands wanting to take advantage of the myriad opportunities afforded by mobile marketing.
The first wave of research has revealed that in Saudi Arabia mobile plays a crucial, even dominant role at all stages of the path to purchase: from brand awareness, to product research and discovery to consideration and purchase fulfilment. Key findings include:
Discover more insights about the Saudi Arabian smartphone user and the mobile path-to-purchase.