In study by Kantar and Snap Inc., 80% of parents on Snapchat say that advertising on the platform influences their purchase decisions, and almost 90% feel positive about the advertising that they see.
A recent study by Snap Inc. conducted with Kantar shows that Snapchat is not only the platform of choice of Millennial and Gen Z audiences in Saudi Arabia, but also incredibly popular amongst parents in the kingdom where the platform already has a monthly addressable reach of 19.5 million.
The study has found that 71% of parents in KSA now use Snapchat, and that advertising on the platform plays an influential role in their purchasing decisions. The findings suggest that Snapchat encourages responsible conversations among family members on their purchase decisions. Among these parents, almost nine in ten feel positive about the advertising they see on Snapchat across product categories, and over 80% state that this advertising influences their purchase decisions. Accordingly, more than nine in ten take action after seeing an ad that interests them. This is inclusive of clicking on an ad directly, reading product reviews online, or asking friends and family members.
Snapchat parents are also quite democratic in including other family members when making purchasing decisions. A majority of Snapchat parents claim that their children influence their purchase decisions in some way, and most parents with teenage or adult children rely on their kids to make purchases on behalf of the household. The study found that parents with teenage children allow the teens to shop for the household regularly for technology products (61%), mobile apps and streaming services (73%), and household goods (47%).
The study reinforces the results of the Consumer AR Saudi Arabia Report 2021 that, amongst other insights, revealed very high engagement on Snapchat for the age bracket of 35 and up in KSA - often more than in other global markets.
Abdulla Alhammadi, Regional Business Lead at Snap Inc., said in a statement, "Regardless of age, studies like this continue to reinforce the social nature of the Snapchat platform. Rather than a fragmented advertising model that caters to different age groups through different mediums, Snapchat delivers great value by reaching parents, alongside their teenage and adult children, on a single platform."
The study shows that Snapchat provides advertisers with a compelling platform to communicate with millions of Saudi parents, helping brands to drive sales and increase awareness of their business.