Digital media to dominate UAE consumers’ choice: YouGov

Digital media to dominate UAE consumers’ choice: YouGov

Over half of UAE consumers have visited websites/apps or interacted with social media (56% and 55%) in the last 12 months and at least two in five (48% and 45%) intend to continue this in the next 12 months, a Whitepaper said.

In addition, nearly half have streamed video (46%) but fewer watched live TV (39%) in the previous 12 months, and similar proportions (42% and 36%) are likely to do each of these activities in the coming 12 months, said YouGov’s Global Media Whitepaper 2022.

Watching movies in a theatre was the least consumed forms of media in the past twelve months, and consumption is likely to remain the same in the future.

Exploring consumption of different media channels by age, annual penetration of websites/apps and engagement with social media are the highest among adults between 25-34 years and lowest among 55+ adults. In general, consumers in the age group of 25-34 years are likely to have higher engagement with all forms of media- digital, traditional as well as outdoor in-person activities.

Net growth scores

“If we look at the ‘net growth scores’ for each media activity (calculated by subtracting less consumption from more consumption percentages) in the last 12 months, we see polarisation