Five years ago, consumers might have jostled through crowded stores for holiday discounts. Today, young people across the Middle East complete their purchases with a few taps on their smartphones. This isn't science fiction—it's the current reality, as revealed by a comprehensive new survey of Arab youth.
E-Commerce Boom: Nearly Doubled in Five Years
The most striking finding from the ASDA'A BCW survey, conducted by IDS Research & Consultancy across 17 Arab nations, shows explosive growth in online shopping. Between May 13 and June 16, researchers interviewed 3,400 Arab men and women aged 18-24 across 50 cities through face-to-face interviews.
89% of respondents now shop online, up from just 50% in 2018. In Gulf Cooperation Council (GCC) countries, that figure reaches 98%.
Young Arabs primarily purchase food, clothing, groceries, electronics, and beauty products online—a pattern reflecting both global e-commerce trends and regional preferences. This dramatic shift suggests online shopping has moved from novelty to mainstream consumption in the region.
TikTok's Meteoric Rise Reshapes Social Media
The survey also documents significant changes in social media usage. TikTok has emerged as a dominant platform, with 50% of Arab youth reporting daily use —more than double the 21% recorded in 2020.
This explosive growth positions TikTok as the fifth most popular social platform behind WhatsApp, Facebook, Instagram, and YouTube. Its rapid adoption has transformed both digital socializing and marketing opportunities for businesses.
Social Media as News Source: Convenience vs. Trust
Beyond commerce and entertainment, social platforms serve as primary news sources for Arab youth. Two-thirds now get their news through social media, surpassing television (58%), online news sites (56%), and print newspapers (38%).
However, trust remains higher in traditional media: 84% consider television the most reliable source, compared to 66% for social media. This discrepancy suggests users distinguish between convenience and credibility when consuming news.
Universal Connectivity Fuels Digital Lifestyle
Near-total internet penetration in GCC countries (98-100%) and rates exceeding 65% in Levant and North African nations provide the infrastructure for this digital transformation. The survey reveals Arab youth increasingly mirror their Western counterparts in digital habits—embracing online shopping, social media engagement, and streaming services.
Even in conflict-affected nations like Libya, Sudan, Yemen, and Syria, record numbers of young people now access social media, news platforms, e-commerce sites, and streaming services. The survey found 76% of respondents feel unable to disconnect from social platforms—a statistic highlighting both the opportunities and challenges of this digital dependence.
These findings offer crucial insights for businesses targeting Middle Eastern markets and policymakers navigating the region's digital transformation. The convergence of e-commerce growth, TikTok's cultural impact, and evolving media consumption patterns signal profound changes in how Arab youth connect with the world.