Deloitte’s Digital Consumer Trends 2025 report points to a fast-shifting online economy in the Gulf, with consumers in the UAE and Saudi Arabia embracing generative AI tools, social commerce, and mobile-first habits—while also pushing back on rising subscription costs and voicing concerns about privacy and misinformation. Based on a survey of 2,000 people aged 18–50 across both markets, the research offers a grounded view of how digital behaviors are changing and what that means for brands and platforms.
AI adoption in the UAE and KSA is no longer niche. Fifty-eight percent of respondents say they have used generative AI—tools such as ChatGPT or Google Gemini—with a majority of users (55%) engaging weekly or daily for personal, study, or work tasks. Awareness is not universal, however: one in five people remains unfamiliar with AI altogether, and a quarter of users cite data privacy as their top concern. That tension—high utility versus privacy risk—will likely shape how quickly AI features become embedded in everyday services.
Smartphones remain the center of gravity. Ninety-six percent of consumers use a smartphone daily, and 89% plan to buy a connected device in the next 12 months, led by smartphones, smartwatches, and laptops. Smart home adoption, while growing, still trails Western markets. The takeaway for device makers is straightforward: the region is upgrading core personal tech first and treating the smart home as a second wave.
Social platforms now dominate how people discover information and shop. Fifty-six percent rely on social media for news, ahead of television (30%) and news websites (22%). That shift comes with a credibility cost: 48% of UAE respondents say they encounter false information more often than a year ago. On the commerce side, 73% of consumers in KSA and the UAE made at least one purchase through social media in the past year, underscoring how influencer content, affiliate links, and in-app checkout are reshaping the path to purchase. For marketers, the implication is clear: social commerce in the UAE and KSA has moved from experiment to expectation, but trust and verification need to keep pace.
Subscription fatigue is also setting in. While more than half of consumers subscribed to a video streaming service in the past year, cancellations are rising. Lack of use (21%) and cost (20%) are the main reasons people leave, and nearly half (47%) say they’ve been affected by crackdowns on account sharing. Expect more price sensitivity, shorter subscription cycles, and churn unless platforms can demonstrate consistent value through bundles, local content, or flexible pricing.
Commenting on the findings, Emmanuel Durou, Technology, Media & Telecommunications Leader at Deloitte Middle East, notes that the UAE and Saudi Arabia are at the forefront of digital transformation, driven by heavy mobile usage, fast AI uptake, and strong investment in connectivity. The report’s message to businesses is pragmatic: adapt engagement strategies for AI-assisted discovery and social commerce, but match innovation with responsible data practices to maintain trust.
For organizations planning 2025–2026 roadmaps, the signal from Digital Consumer Trends 2025 is consistent: prioritize mobile experiences, test AI features that deliver measurable utility, treat social media as both a sales channel and a reputational risk, and anticipate cost-conscious behavior in streaming and other subscriptions. In short, the UAE and KSA consumer is digitally ambitious—but increasingly discerning about privacy, price, and proof of value.
