New study by Kantar and Snap reveals that Snapchat is popular among both parents and younger people Snapchat plays major role in advertising, marketing for older audiences DUBAI: Snapchat, which has a monthly addressable reach of 19.5 million in Saudi Arabia, is not only popular with younger audiences in the Kingdom, but also with parents, according to a recent study conducted by Kantar and Snap. The study has found that 71 percent of parents in Saudi Arabia now use Snapchat and that advertising on the platform plays an influential role in their purchase decisions. Among these parents, almost 90 percent feel positive about the advertising they see on Snapchat across product categories, and over 80 percent said that this advertising influences their purchase decisions. More than 90 percent take action after seeing an ad that interests them. The actions include clicking on an ad, reading product reviews online, or discussing with friends and family members. Snapchat parents are also quite democratic in including other family members when making purchasing decisions. A majority (68 percent) of Snapchat parents claim that their children influence their purchase decisions in some way, and most parents with teenage or adult children rely on their kids to make purchases on behalf of the household. Parents with teenage children allow the teens to shop for the family regularly for technology products (61 percent), mobile apps and streaming services (73 percent), and household goods (47 percent). “Rather than a fragmented advertising model that caters to different age groups through different mediums, Snapchat delivers great value by reaching parents, alongside their teenage and adult children, on a single platform,” said Abdulla Alhammadi, regional business lead at Snap Inc. FAST FACTS • 71 percent of parents in Saudi Arabia are on Snapchat. • Over 80 percent of parents on Snapchat say that advertising on the platform influences their purchase decisions. • Almost 90 percent of parents on Snapchat feel positive about the advertising that they see. • More than 90 percent of parents on Snapchat take action after seeing an ad that interests them. • Parents with teenage children allow the teens to shop for the family regularly for technology products (61 percent), mobile apps and streaming services (73 percent), and household goods (47 percent).