Gen Z is deeply engaged in the digital landscape, with 80% actively using social media for the following purposes:
55%
Watching
videos
54%
Browsing for information
51%
Online Shopping
47%
Playing Gaming
40%
Learning new skills
How Gen-Z perceives the difference between their online and real-life selves
Significant regional differences in how Gen Z perceives the alignment between their online and real-life identities:
Those outside the main cities show a higher percentage of individuals with a seamless online-offline identity (32%) compared to Dammam/Khobar (23%), Riyadh (22%) and Jeddah (21%).
The need for residents of the main cities to carry an online identity different from who they are is worth probing, as it may have significant implications for your brand’s marketing and eCommerce initiatives.
Concern level for digital privacy
68%
Identity
theft
66%
Data breaches and hacking incidents
65%
Online banking and financial transactions
63%
Personal data being collected by websites and apps
62%
Location tracking by mobile apps
61%
Sharing personal information on social media
Trust in online information
Notably, there’s a reliance on digital sources for health and wellness information. The trust in online health advice suggests that brands in this sector should focus on building credibility through transparent and accurate content.
Brands need to prioritize transparency and authenticity in their digital communications, directly addressing privacy concerns and offering value that goes beyond mere transactions. Educational content and community-building efforts can enhance trust and engagement.
Hear from our Community
Watching Videos: 55.4% regularly engage with video content, reflecting the strong appeal of visual entertainment in their everyday lives.
Browsing for Information: 53.6% frequently search for information online, showing reliance on the internet as a primary source for knowledge and updates.
Example: Huawei Egypt’s “Stories of Women” Series (Egypt)
Huawei Egypt’s “Stories of Women” series on YouTube and social media showcased Egyptian women’s success using Huawei products, leveraging Gen Z’s love for video and storytelling to build brand affinity.
Example: Yapi Kredi’s Digital Transformation (Turkey)
Yapi Kredi enhanced its online presence with SEO-optimized content on personal finance, capturing Gen Z’s attention and fostering trust by becoming a go-to resource for digitally savvy young consumers.
Shopping: 51.0% regularly shop online, indicating a growing trend toward digital retail and the convenience of e-commerce.
Gaming: 47.2% are active gamers, emphasizing their interest in interactive entertainment.
Example: Superbalist’s Interactive Social Commerce (South Africa)
Superbalist engages Gen Z shoppers through Instagram Shopping, interactive features, and targeted ads, boosting conversions and building a community-driven brand presence.
Example: Telia Finland’s “Location Privacy” Initiative (Finland)
Burberry partnered with “Honor of Kings” to create digital clothing for avatars, merging luxury fashion with gaming culture and enhancing brand visibility among Gen Z gamers.
These insights reveal that Gen Z is highly vigilant about digital privacy, with a strong focus on safeguarding their personal and location data from potential threats. This underscores their need for robust protections in an increasingly connected world.
