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6 May 2020

Lockdown drives increased social media usage in KSA and UAE

Consumers turn to digital channels during COVID-19 crisis

Covid-19 lockdown measures have been driving an increasing number of Saudi and United Arab Emirates (UAE) consumers online to purchase products and services, and lodge customer service queries across a number of industries. BrandsEye has observed similar trends across a number of markets, as the closure of physical stores and under-resourced call centre teams force customers to seek help on digital channels.

UAE social media volumes increased by around 10% in March after Covid-19 measures were put in place

volume increase ramadan week 1 report Volume analysis of consumer conversation towards UAE major banks, retailers and telecommunication companies from 1 February - 29 April.

Social media conversation increased by ~10% from February to March following the announcement of the first Covid-19 case in the UAE. After the implementation of lockdown measures, telcos conversation had the biggest increase when compared with banking and supermarket retail.

Saudia Arabia’s social media volumes increased by ~100% in March as travel bans, mosque closures and curfews were implemented.

volume increase ramadan week 1 report Volume analysis of consumer conversation towards major Saudi banks, retailers and telecommunication companies from 1 February - 29 April.

Social media conversation increased by ~100% in March following the announcement of the first Covid-19 case in Saudi with further spikes occurring following the implementations of travel bans, closures and curfew. During this time, Saudi banks saw the highest increase in consumer conversation volumes out of the three industries analysed.

volume increase ramadan week 1 report Online conversation shifts in the week before and after the commencement of Ramadan.

All industry conversation volumes decreased in the first week of Ramadan except for Saudi banking-related conversation.

During the month of Ramadan, BrandsEye is compiling weekly reports examining a small selection of banking, telecommunications and supermarket retail brands in the region based on publicly available Twitter data.




If you would like a copy of the full report, please contact virginia.lin@brandseye.com

A complete analysis is contained in the report

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