The National Research Group, an independent market research company was commissioned by Snap Inc. to conduct a study to learn how Gen Z and Millennials are engaging with mobile video entertainment, and what to expect as the world enters a new era of mobile-first experiences. The new study examines how demand for TV-quality mobile content is growing faster than ever thanks to soaring consumer demand for high production values, immersive storytelling, and shared cultural moments that are made for mobile and shot in vertical display. Here are the key findings –
- With the implementation of social distancing in Saudi Arabia, mobile and fixed data usage increased in the Kingdom by 33% compared to the previous year. While more consumers are watching various types of video during this unprecedented time, Gen Zs and Millennials are still prioritizing mobile video.
- 94% of Gen Zs and Millennials in Saudi Arabia say mobile video has helped them cope during the current crisis.
- 65% of Gen Zs and Millennials say they spend more time with video on their phones than on any other devices. The top three reasons they are watching more short-form premium video are: accessibility, quality and storytelling.
- There are three pillars that characterize the magic of mobile video experience: Personal; Connected; Relatable. When a mobile video is personal, relatable, and connected it creates the perfect intersection of connection and self-expression that solidifies mobile video’s role in Gen Z and Millennial consumers’ lives.
- Vertical video creates an Intimate experience. More than 9 in 10 Gen Zs and Millennials say that when video fills the screen vertically it feels so much more personal (95%) and immersive (93%).
- 93% of Gen Zs and 96% of Millennials say technology allows them to express themselves.
- Premium mobile short-form’s unique DNA is made of social currency, engaging stories and expanding horizons.
- 77% of consumers use mobile video to get their news on a daily basis, the power of mobile video to provide information to younger generations in the Kingdom is striking.
- 92% of Gen Zs and Millennials say short-form premium mobile video makes them feel like they are a part of a community of people like them.
- Mobile is portable, so the top genres Gen Zs and Millennials engage with on mobile video deliver on a wide variety of needs that evolve as they navigate every aspect of their day-to-day.
THE SNAPCHAT EXPERIENCE
- As the fifth-largest market for Snapchat in the world, Saudi Arabian consumers turn to the app for an experience curated for them as individuals and an experience that keeps them connected and informed.
- Snapchat delivers a more personal, informative and connected video experience better than any other social video platform. Snapchat has a unique ability to make users feel connected to others, keep them in the know and create an experience that feels personal to them, outperforming all other social video platforms.
“We have seen a drastic shift in how people choose to communicate and consume media and mobile video has become at the forefront of storytelling. From brand communications to entertainment, digitally native populations turn to mobile content to connect with their favorite brands and to stay abreast of what’s happening in the world around them. With mobile media proving more popular in Saudi Arabia than any other medium, now is the time for brands to transition into an exciting new space that offers higher engagement and better payoffs,” says Hussein Freijeh, MENA Regional Director, Snap.
