Deloitte’s Digital Consumer Trends 2025 report provides insights into how consumers in the UAE and Saudi Arabia (KSA) engage with digital technology, media, and connectivity.
The study surveyed 2,000 consumers aged 18–50 across both markets, highlighting rapid adoption of generative AI, the dominance of smartphones, growing interest in connected devices, and the rise of social commerce.
The report shows 58% of respondents have used generative AI tools such as ChatGPT or Google Gemini, significantly higher than in the UK or Europe.
Of these, 55% use AI weekly or daily for personal, educational, or professional purposes, while 20% remain unfamiliar with AI.
Data privacy remains a concern, with one in four infrequent users citing it as their top barrier.
Smartphones remain the primary device, used daily by 96% of consumers.
Meanwhile, 89% plan to purchase a connected device in the next 12 months, with smartphones, smartwatches, and laptops most in demand.
Adoption of smart home devices is still emerging but interest in connected living is rising.
News consumption is shifting, with 56% relying on social media for updates, compared with 30% watching TV news and 22% visiting news websites.
Concerns about misinformation are growing, with 48% of UAE consumers encountering false information more frequently than a year ago.
Social commerce is gaining ground, with 73% reporting at least one transaction through social platforms in the past year, often influenced by recommendations and affiliate links.
Video streaming subscriptions are common, but rising costs are driving cancellations, cited by 20% of respondents, while 21% cited lack of use.
Account-sharing restrictions have affected 47% of consumers.
Emmanuel Durou, Technology, Media & Telecommunications Leader at Deloitte Middle East, said:
“The UAE and Saudi Arabia are at the forefront of digital transformation, with consumers embracing AI, mobile-first lifestyles, and social commerce at an impressive rate. These trends reflect the region’s tech-savvy population and significant investments in digital infrastructure. Businesses must rethink engagement strategies as AI reshapes how consumers search, shop, and interact online, balancing innovation with trust to meet evolving expectations.”
The report highlights a fast-evolving digital landscape in the Middle East, driven by generative AI, social commerce, and shifting content consumption, signalling that businesses must adapt to remain competitive.
Featured image credit: Deloitte
