Nissan to lay off thousands of workers as sales drop    Trump picks Susan Wiles as White House chief of staff    Three charged in connection with Liam Payne's death    Israel passes law to deport relatives of attackers, including citizens    Monkey mayhem in South Carolina after 43 primates escape research facility    Russian anti-war teenager faces five years in jail after failed appeal    Uproar in Ghana after president unveils his own statue    BD and INS partner to elevate standards of infusion care in MENAT    Qassim emir launches 52 health projects costing a total of SR456 million    Dubai Design Week launches its 10th edition, celebrating creativity and innovation    Fakeeh Care Group reports 9M-2024 net profit of SR195.3 million, up 49% y-o-y driven by solid revenue growth and robust profitability    GASTAT: Passengers of public transport bus and train soar 176% and 33% respectively in 2023    HRT does not impact life expectancy — UK health body    Liam Payne's body to be flown back to the UK    Arab leaders and heads of state congratulate US President-elect Donald Trump    Neymar suffers muscle tear, out for 4-6 weeks    Suspect arrested for banking fraud totaling SR493 million as Nazaha pursues corruption charges    Al Nassr secures 5-1 victory over Al Ain to edge closer to knockout stage    Al Ahli extends perfect start with 5-1 victory over Al Shorta    Mitrovic's hat-trick leads Al Hilal to 3-0 victory over Esteghlal    India puts blockbuster Pakistani film on hold    The Vikings and the Islamic world    Filipino pilgrim's incredible evolution from an enemy of Islam to its staunch advocate    Muted Eid celebrations for millions of Nigerian Muslims    Exotic Taif Roses Simulation Performed at Taif Rose Festival    Asian shares mixed Tuesday    Weather Forecast for Tuesday    Saudi Tourism Authority Participates in Arabian Travel Market Exhibition in Dubai    Minister of Industry Announces 50 Investment Opportunities Worth over SAR 96 Billion in Machinery, Equipment Sector    HRH Crown Prince Offers Condolences to Crown Prince of Kuwait on Death of Sheikh Fawaz Salman Abdullah Al-Ali Al-Malek Al-Sabah    HRH Crown Prince Congratulates Santiago Peña on Winning Presidential Election in Paraguay    SDAIA Launches 1st Phase of 'Elevate Program' to Train 1,000 Women on Data, AI    41 Saudi Citizens and 171 Others from Brotherly and Friendly Countries Arrive in Saudi Arabia from Sudan    Saudi Arabia Hosts 1st Meeting of Arab Authorities Controlling Medicines    General Directorate of Narcotics Control Foils Attempt to Smuggle over 5 Million Amphetamine Pills    NAVI Javelins Crowned as Champions of Women's Counter-Strike: Global Offensive (CS:GO) Competitions    Saudi Karate Team Wins Four Medals in World Youth League Championship    Third Edition of FIFA Forward Program Kicks off in Riyadh    Evacuated from Sudan, 187 Nationals from Several Countries Arrive in Jeddah    SPA Documents Thajjud Prayer at Prophet's Mosque in Madinah    SFDA Recommends to Test Blood Sugar at Home Two or Three Hours after Meals    SFDA Offers Various Recommendations for Safe Food Frying    SFDA Provides Five Tips for Using Home Blood Pressure Monitor    SFDA: Instant Soup Contains Large Amounts of Salt    Mawani: New shipping service to connect Jubail Commercial Port to 11 global ports    Custodian of the Two Holy Mosques Delivers Speech to Pilgrims, Citizens, Residents and Muslims around the World    Sheikh Al-Issa in Arafah's Sermon: Allaah Blessed You by Making It Easy for You to Carry out This Obligation. Thus, Ensure Following the Guidance of Your Prophet    Custodian of the Two Holy Mosques addresses citizens and all Muslims on the occasion of the Holy month of Ramadan    







Thank you for reporting!
This image will be automatically disabled when it gets reported by several people.



Digital information radically changed traditional media landscape in KSA
Published in The Saudi Gazette on 12 - 06 - 2016

According to a new report by The Boston Consulting Group (BCG), the digital age has ushered in a number of trends that have transformed the media consumption habits of each Saudi generation profoundly – and vastly differently. In parallel, with information and connectivity available at everyone's fingertips – anywhere, anytime – the Kingdom's traditional media landscape has, in recent years, been disrupted.
The findings presented in BCG's survey – which focuses on media consumption trends in the Kingdom and covers 1,555 Saudis aged 15-65 – are expected to spark radical changes across Saudi Arabia and in turn redefine its media industry.
"The study found that Saudis belonging to the post-millennial Generation Z (born in 1995 or later) have started to abandon traditional media platforms in favor of digital ones, possibly proving that new media platforms can position themselves not just as a complement to traditional platforms but maybe even as an alternative," said Pablo Martinez, Media Partner at BCG Middle East. "On the other hand, Generation Y, the millennial generation born between 1981 and 1994, adopt a complementary approach to media consumption – they use both digital and traditional media platforms in equal measure."
He added "lastly and unsurprisingly, Saudi Arabia's Generation X, born between 1961 and 1981, is active online yet still heavily reliant on traditional media platforms such as newspapers, magazines, and TV."
While a rising number of young Saudis don't read the newspaper, traditional platforms such as television (TV) remain highly popular media platforms for Generation Z – and Saudi consumers of all age groups. The proof of this is that 95 percent of Saudi Arabia's Generation X and 89 percent of Generation Z watch TV.
As for the time spent in front of that particular screen, more than one third of Saudis (38 percent) spend over two hours a day watching TV. This strongly indicates that, despite being well in the throes of the digital age, Saudis of all ages perceive television as an imperative mode of entertainment.
For Saudi Arabia's Generation Z, however, TV is increasingly becoming less relevant than the online platform for consuming long-form video content: a total of 42 percent of Generation Z and 30 percent of Generation Y respondents spend more than two hours a day watching long-form videos. Only 15 percent of Generation X spend more than two hours a day doing the same.
And while 18 percent of Saudi Arabia's Generation Z prefer to watch video content on TV, the remaining 82 percent rely on digital platforms (with 38 percent preferring to consume video content using mobile devices).
This perfectly reflects the stark difference of behavior between those at both ends of the generation spectrum; it may also suggest that, with time, the explosive growth of online video may render television content redundant.
When it comes to short-form videos – so ones that last less than 20 minutes – the disparities in media consumption behaviors are similar.
Overall, there is certainly a distinction between generations when looking at the consumption of radio and TV. A total of 34 percent of Saudis spend more than 30 minutes per day listening to the radio, which can be considered ‘car entertainment'. Still, more than half of Generation Z do not listen to the radio at all compared to a quarter of Generation X. This is largely due to the fact that Generation X most probably listens to music online or on their mobile devices.
A closer look into the demographic makeup of Saudi newspaper-readers reveals that print readership is ageing in the Kingdom. A staggering 61 percent of Generation Z don't read printed newspapers compared to 25 percent of Generation X and 40 percent of Generation Y.
The truth is, members of Generation Z now get their news fix online on social media.
Evidence of this is that Generation X and Y spend a considerably longer amount of time on digital platforms – reading the news – compared to Generation Z. In fact, 66 percent and 59 percent of Generation X and Y, respectively, say that they spend more than 30 minutes a day reading the news online – while only 40 percent of Generation Z state that they do the same.
This is understandable given that Generation Z are true digital natives – they are young, tech-savvy and were born into a world where the notion of not being connected to others at all times (through social media) is simply inconceivable. By contrast, the majority of Saudi Arabia's Generation X still rely on tangible print newspapers – although some also gravitate towards digital publications.
Based on BCG's survey findings, there is no denying that the digital space's appeal is more universal and transcends Saudi generations. The analysis shows that digital is the dominant media consumption platform among Saudi respondents: remarkably, over 93 percent of respondents across all three generations spend more than three hours a day on the Internet.
The reality is, the online world has, traditionally, provided young Saudis with the opportunity to network and connect with others virtually; in line with this, Saudi consumers across generations spend the most time online on social networks or messaging channels. More and more, however, Saudi media consumers – especially young ones – are using their time online to access media typically consumed on traditional platforms.
"In today's digital world, each generation consumes content and absorbs information differently – so at different times, using different devices, and via different preferred platforms," stated Martinez. "This essentially means that reaching, engaging, informing and influencing each specific generation in Saudi Arabia entails a meticulously-crafted, tailored approach – not a one-size fits all solution. Understanding each age group's particular consumption habits and interests is key to delivering an enhanced content experience to each generation – across traditional media."
It is no news that Saudi consumers are heavy digital consumers; however, their evolving online consumption habits are set to unleash major paradigm shifts for the Middle East's media landscape.
Impact on media and non-media players:
Traditional media broadcasters and publishers. Across TV, print and radio, traditional media players, many of whom have already embraced digital platforms, must focus on ensuring that they are able to effectively engage their target audience – and, more specifically, Generation Z – on these platforms. More importantly, they need to work on offering consumers a seamless, integrated experience that encompasses digital and traditional platforms. Failing to do so may jeopardize their leadership positions and cause audience erosion. In Saudi Arabia, for example, some traditionally-leading print newspapers are still struggling to establish a strong digital presence and, as a result, are feeling the pressure on their readership – and subsequently their finances.
Over-the-top/digital-only players. Today's media consumption trends will provide digital players – looking to build their credibility and secure their presence in the market – with strong opportunities for growth. As mentioned earlier, the print space has already been disrupted by digital-only players threatening the viability and survival of longstanding traditional newspapers. Given current consumption habits, this trend also has the potential to evolve over the long term and expand into other media spaces originally reserved to traditional platforms. Digital players – not restrained by traditional media habits and formats – have the opportunity to provide customized and attractive offerings especially designed for younger Generation Z consumers.
Content producers. Today, the content battle is no longer tied to traditional media players nor is it related to the platform on which it is being shown. Content will thus become increasingly important. While it is true that, amidst the possible overflow of new digital opportunities, content producers are expected to witness increases in demand – especially if non-traditional media players boost their content spend in the region – the challenge will lie in ensuring that the packaging of the content is tailored to each platform.
Advertisers and governments. Advertisers and governments – with the help of their media planners and buyers – need to embrace digital platforms and rework their communications mix based on data analytics and consumption touch points. This will become critical for them to ensure that they reach their target audience. It will also be key to helping them guarantee higher return on investment (ROI).
"For the region's media and communication industry, Saudi Arabia's media consumption patterns carry many implications," concluded Martinez. "After all, the Kingdom is one of the Arab world's largest markets and its trends reflect those of other countries in the region. The growth of the digital space will have an impact on the overall value chain of the media landscape from content production to distribution."


Clic here to read the story from its source.