Deloitte’s Digital Consumer Trends 2025 report sends clear signals to the Gulf: Gen AI use is high, Social commerce is now the norm, Smartphones still dominate, and streaming costs bite. The study covers 2,000 consumers aged 18–50 in the UAE and Saudi Arabia.
Let’s break down the report into the parts that matter most to users and brands in the region.
Generative AI goes mainstream, but gaps remain
Gen AI tools are now common across both the UAE and the KSA. Many people use them each week. Some still sit on the fence due to privacy and awareness.
- 58% have used generative AI tools
- 55% of users engage weekly or daily
- 20% are unfamiliar with AI
- 1 in 4 cite privacy as a top concern
Usage is not niche. People use AI for personal, study and work tasks. Yet one in five still does not know what these tools do. Privacy sits high on the worry list, especially for light users. For brands, this is a cue to offer clear consent paths and simple controls. For users, it is a reminder to check data settings before trying new features.
Social media drives shopping and news
Social platforms now shape how people buy and how they read news in the region. The shift brings speed and reach, but also risk from false content.
- 73% made at least one purchase via social media in the past year
- 56% rely on social media for news
- 30% watch television news; 22% visit news websites
- 48% of UAE consumers say misinformation is more frequent than a year ago
Social commerce has crossed the threshold. Influencer picks and affiliate links help move products fast. At the same time, news flows through feeds first, not TV channels or news sites. This saves time but raises exposure to misinformation. Users should check sources before acting on a claim. Brands should label paid content and use verified storefronts inside apps.
Devices: smartphones dominate, smart homes still early
The phone remains the centre of daily life. Buyers also want new connected devices. Smart home adoption, however, trails Western markets.
- 96% use smartphones daily
- 89% plan to buy a connected device in the next 12 months
- Top targets: smartphones, smartwatches, laptops
- Smart home interest grows but adoption lags the West
Daily phone use is near universal in both countries. The next year looks busy for upgrades, with wearables and laptops high on lists. Smart home gear is still in the early phase. Interest is real, but many homes have not fitted connected kits yet. Simple set‑up, local support and clear value will help move adoption forward.
Streaming and digital subscriptions feel the squeeze
Video streaming is common, but the bill is rising. People cancel when they do not watch enough or when prices go up. Account sharing crackdowns also bite.
- Over half subscribed to a video streaming service such as Netflix or OSN in the past year
- 21% cancelled due to lack of use
- 20% cancelled due to cost
- 47% were affected by account-sharing crackdowns
The pattern is familiar: try a service, binge a series, then cancel or rotate. Price sensitivity is clear. Platforms that raise fees or limit sharing see churn. Bundles, ad‑tiers and sports rights will shape choices throughout the year. Users should track renewals. Brands should plan campaigns that do not rely on a single platform.
What this means for the UAE and KSA market
The report paints a mobile‑first, AI‑curious and price‑aware consumer base. Trust is the hinge across all of it.
- Make AI useful, private and transparent
- Treat social commerce as core retail, not an add‑on
- Prioritise mobile experience and fast checkout
- Offer flexible subscription options
- Invest in media literacy and clear labelling
For teams in the UAE and Saudi Arabia, the playbook is practical. Build AI features with consent by default and clear off‑switches. Use social media as a direct sales lane with native checkouts and verified pages. Keep mobile journeys fast. Pricing matters, so give trials and flexible terms. Help audiences spot misinformation with clear tags and credible sources.
Method and scope
This snapshot summarises the press release highlights and headline numbers.
- Study: Deloitte Digital Consumer Trends 2025
- Markets: United Arab Emirates and Saudi Arabia
- Sample: 2,000 consumers aged 18–50
- Release: 1 September 2025, Dubai
The full report includes richer cuts by country, age and behaviour. For readers who want the complete view, access the full report here.
FAQs
How many people in the UAE and Saudi have used generative AI?
58% of respondents have tried Gen AI tools, with 55% of those users engaging weekly or daily.
How big is social commerce in the Middle East?
73% of respondents made at least one purchase through social platforms in the past year.
Why are people cancelling streaming services?
Cost and low usage lead the list. 21% cancelled due to lack of use and 20% due to price. Nearly half report being affected by account‑sharing crackdowns.
