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We see a huge amount of common ground between the generations and little real division
misc · 2023 · key_messages
We see a huge amount of common ground between the generations and little real division
 Trust across the generations: different but the same
misc · 2023 · key_messages
Trust across the generations: different but the same
 Across almost all of the sectors we measured, all four generations are moving in the same direction
misc · 2023 · industry_trends
Across almost all of the sectors we measured, all four generations are moving in the same direction
36% — Trustworthiness (%)
 Adoption and awareness of generative AI is high, particularly amongst UAE respondents; however, 20% have still not heard of it
MorganStanley · 2025 · industry_trends
Adoption and awareness of generative AI is high, particularly amongst UAE respondents; however, 20% have still not heard of it
66% — Generative AI usage
 71% respondents are aware of Gen AI, and one in five have used Gen AI daily for different purposes
MorganStanley · 2025 · market_landscape
71% respondents are aware of Gen AI, and one in five have used Gen AI daily for different purposes
71% — Gen AI usage frequency
 Data privacy in KSA+UAE is the primary concern among low frequency users of Gen AI, much more than the perceived value-add of the tool
MorganStanley · 2025 · pain_points
Data privacy in KSA+UAE is the primary concern among low frequency users of Gen AI, much more than the perceived value-add of the tool
25% — User concern
 The pattern of usage of Generative AI in KSA+UAE is balanced compared to other regions – Personal is on top but closely followed by Education
MorganStanley · 2025 · market_landscape
The pattern of usage of Generative AI in KSA+UAE is balanced compared to other regions – Personal is on top but closely followed by Education
71% — Usage purpose
 The most common applications of Gen AI at work in KSA+UAE are task oriented – i.e., searching, editing, translating whereas we are seeing increased usage in other markets around content creation
MorganStanley · 2025 · industry_trends
The most common applications of Gen AI at work in KSA+UAE are task oriented – i.e., searching, editing, translating whereas we are seeing increased usage in other markets around content creation
46% — Usage percentage
 Employees using Gen AI at work in KSA+UAE are overall positive on the impact on their productivity but a bit more balanced on the encouragement from their employers on the use of the tool
MorganStanley · 2025 · market_landscape
Employees using Gen AI at work in KSA+UAE are overall positive on the impact on their productivity but a bit more balanced on the encouragement from their employers on the use of the tool
41% — Productivity perception
 Most respondents do not completely trust AI generated mails and chatbots
MorganStanley · 2025 · key_takeaways
Most respondents do not completely trust AI generated mails and chatbots
58% — Consumer trust
 Consumers' overall sentiment towards Gen AI is positive, nonetheless they should be aware of that it can hallucinate and produce inaccurate answers
MorganStanley · 2025 · market_landscape
Consumers' overall sentiment towards Gen AI is positive, nonetheless they should be aware of that it can hallucinate and produce inaccurate answers
62% — Consumer agreement percentage
 As expected, Smartphones show a ~90% adoption rate – overall adoption of devices in KSA+UAE falls short of the UK, except for smart watches
MorganStanley · 2025 · benchmark_peers
As expected, Smartphones show a ~90% adoption rate – overall adoption of devices in KSA+UAE falls short of the UK, except for smart watches
90% — Adoption rate
 Smartphone has the highest daily usage rate, followed by Smart TV
MorganStanley · 2025 · market_landscape
Smartphone has the highest daily usage rate, followed by Smart TV
96% — Daily usage rate
 Smart Home adoption in KSA+UAE is still emerging, while Smart Entertainment devices are more popular but still shows a significant gap in adoption compared to Western Markets
MorganStanley · 2025 · peer_benchmark
Smart Home adoption in KSA+UAE is still emerging, while Smart Entertainment devices are more popular but still shows a significant gap in adoption compared to Western Markets
73% — Device ownership percentage
 Around 90% of consumers plan to make a connected device purchase in the next year
MorganStanley · 2025 · market_landscape
Around 90% of consumers plan to make a connected device purchase in the next year
89% — Purchase intent
 One-fifth of the consumers in the region have purchased a smartphone in first 9 months of the year 2024
MorganStanley · 2025 · market_landscape
One-fifth of the consumers in the region have purchased a smartphone in first 9 months of the year 2024
20% — Smartphone purchase recency
 More than a third of consumers (38%) still keep their old smartphone as a spare
MorganStanley · 2025 · market_landscape
More than a third of consumers (38%) still keep their old smartphone as a spare
38% — Consumer behavior
 Majority of consumers (72%) in the region uses a second-hand device confirming a positive trend for the recycle economy in digital
MorganStanley · 2025 · market_landscape
Majority of consumers (72%) in the region uses a second-hand device confirming a positive trend for the recycle economy in digital
72% — Second-hand device ownership
 Consumers do not seem to have a full understanding of their carbon footprint
MorganStanley · 2025 · key_takeaways
Consumers do not seem to have a full understanding of their carbon footprint
56% — Consumer sentiment
 Broadband satisfaction levels are high and on-par with international markets
MorganStanley · 2025 · benchmark_peers
Broadband satisfaction levels are high and on-par with international markets
79% — Satisfaction level
 On average, 13% of the broadband customers enjoy more than 1 Gbit/s of internet speed
MorganStanley · 2025 · market_landscape
On average, 13% of the broadband customers enjoy more than 1 Gbit/s of internet speed
13% — Broadband speed
 More than two-third (68%) of the households in the region, buy broadband bundled with other services
MorganStanley · 2025 · market_landscape
More than two-third (68%) of the households in the region, buy broadband bundled with other services
68% — Broadband bundle adoption
 Only one-third of KSA+UAE consumers use home broadband connection, as compared to 75% in the UK
MorganStanley · 2025 · market_landscape
Only one-third of KSA+UAE consumers use home broadband connection, as compared to 75% in the UK
75% — Home broadband penetration
 More than half of the customers in the region, feel that 5G is much better than 4G
MorganStanley · 2025 · industry_trends
More than half of the customers in the region, feel that 5G is much better than 4G
51% — Consumer sentiment
 Consumers value higher speed and better coverage more than loyalty rewards and partnership offers
MorganStanley · 2025 · market_landscape
Consumers value higher speed and better coverage more than loyalty rewards and partnership offers
49% — Churn factors
 Paid digital subscription by Consumers in KSA+UAE is significantly less compared to Western markets such as the UK
MorganStanley · 2025 · benchmark_peers
Paid digital subscription by Consumers in KSA+UAE is significantly less compared to Western markets such as the UK
67% — Paid digital subscription penetration
 Pay TV, Education, Gaming, and Sports – are the most popular paid subscription by the consumers in the region
MorganStanley · 2025 · industry_trends
Pay TV, Education, Gaming, and Sports – are the most popular paid subscription by the consumers in the region
30% — Subscription penetration
 In the region, more than 50% respondents have subscribed to a video streaming service in the last 1 year
MorganStanley · 2025 · market_landscape
In the region, more than 50% respondents have subscribed to a video streaming service in the last 1 year
51% — Subscription rate
 High costs and limited continued usage were the key contributors to churn among SVOD users
MorganStanley · 2025 · diagnosis
High costs and limited continued usage were the key contributors to churn among SVOD users
26% — Churn rate
 47% claim to be impacted by the SVOD account sharing crackdown – likely reflecting a higher rate of account sharing historically in KSA+UAE
MorganStanley · 2025 · market_landscape
47% claim to be impacted by the SVOD account sharing crackdown – likely reflecting a higher rate of account sharing historically in KSA+UAE
47% — Impact of SVOD crackdown
 Majority of consumers have used a free streaming service
MorganStanley · 2025 · industry_trends
Majority of consumers have used a free streaming service
84% — Adoption rate
 Across the age groups, social media is the primary source of news content for most residents in KSA and the UAE, significantly above mainstream news outlets including TV news or News websites/ apps
MorganStanley · 2025 · market_landscape
Across the age groups, social media is the primary source of news content for most residents in KSA and the UAE, significantly above mainstream news outlets including TV news or News websites/ apps
56% — Preferred news source
 One in five (20%) made a purchase via influencer post or affiliate link on social media
MorganStanley · 2025 · market_landscape
One in five (20%) made a purchase via influencer post or affiliate link on social media
73% — Social media purchase rate
 Online misinformation has become more prevalent in the region, particularly in UAE with 48% consumers saying that they see misinformation more regularly than 12 months ago
MorganStanley · 2025 · industry_trends
Online misinformation has become more prevalent in the region, particularly in UAE with 48% consumers saying that they see misinformation more regularly than 12 months ago
48% — Consumer perception of misinformation frequency
 Almost two-third of respondents have used at least once a mental health application
MorganStanley · 2025 · market_landscape
Almost two-third of respondents have used at least once a mental health application
65% — Usage rate
 Consumer adoption resumes growth for some device types
Deloitte · 2023 · industry_trends
Consumer adoption resumes growth for some device types
93% — Device ownership percentage
 Usage rates of digital devices varies massively
Deloitte · 2023 · industry_trends
Usage rates of digital devices varies massively
96% — Daily usage rate
 The smartphone base continues to age as improvements in capability become less perceptible
Deloitte · 2023 · industry_trends
The smartphone base continues to age as improvements in capability become less perceptible
29% — Smartphone age
 Consumers (continue to) demand great battery life and a camera from their future smartphone. Sustainability credentials such as carbon footprint, use of recycled materials, are the least important.
Deloitte · 2023 · industry_trends
Consumers (continue to) demand great battery life and a camera from their future smartphone. Sustainability credentials such as carbon footprint, use of recycled materials, are the least important.
43% — Consumer preference percentage
 Further utility yet to be yielded from smartphones
Deloitte · 2023 · industry_trends
Further utility yet to be yielded from smartphones
25% — Consumer interest in digital utility
 Circular economy and digital devices: it's complex
Deloitte · 2023 · key_messages
Circular economy and digital devices: it's complex
69% — Consumer sentiment
 Familiarity with the metaverse increases
Deloitte · 2023 · industry_trends
Familiarity with the metaverse increases
43% — Familiarity with the metaverse
 Smart Home remains a device category for tech enthusiasts; Smart Entertainment continues to grow
Deloitte · 2023 · industry_trends
Smart Home remains a device category for tech enthusiasts; Smart Entertainment continues to grow
70% — Device ownership percentage
 Broadband satisfaction remains high, possibly creating inertia to change ISP or upgrade to FTTH
Deloitte · 2023 · industry_trends
Broadband satisfaction remains high, possibly creating inertia to change ISP or upgrade to FTTH
76% — Consumer satisfaction
 Broadband downlink/uplink speeds may be becoming less relevant
Deloitte · 2023 · industry_trends
Broadband downlink/uplink speeds may be becoming less relevant
44% — Consumer awareness of broadband speed
 Almost half of all respondents changed their home broadband package in the last year. The most common reason (17%) was a 'better package'; 14% moved to a lower cost package; 7% cut services.
Deloitte · 2023 · market_landscape
Almost half of all respondents changed their home broadband package in the last year. The most common reason (17%) was a 'better package'; 14% moved to a lower cost package; 7% cut services.
47% — Consumer behavior change
 Mobile – 5G is making a difference
Deloitte · 2023 · industry_trends
Mobile – 5G is making a difference
58% — Consumer sentiment
 Subscription video on demand adoption has been at a similar level (at 73%-76% of respondents) for the past 3 years
Deloitte · 2023 · industry_trends
Subscription video on demand adoption has been at a similar level (at 73%-76% of respondents) for the past 3 years
73% — SVOD adoption rate
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