A new Snapchat research study reveals that football fandom in Saudi Arabia and the UAE is shifting toward digital conversations and mobile engagement.
The study, conducted by OnePoll among fans aged 18 to 34, shows that real-time communication is now central to the match experience. Consequently, supporters are increasingly using their mobile devices to connect with friends during live sporting events.
Key Findings from the Snapchat Research
According to the Snapchat research data, 81% of Saudi fans state that messaging apps help them feel more connected to friends during matches. In addition, nearly nine in ten fans across both markets say their viewing companions are highly important. Following a goal, 88% of Saudi fans and 86% of UAE fans are likely to message friends or check online reactions.
The Role of the Second Screen
Mobile devices are playing an increasingly active role during live broadcasts. Specifically, fans in the UAE check their phones an average of 9.5 times per match, while Saudi fans check theirs 8.5 times. Furthermore, more than eight in ten respondents are likely to use their mobile devices during water breaks.
The desire to share key moments is also highly prevalent among young supporters. Nearly eight in ten fans in both countries say they are likely to film and share celebrations with family. As a result, the physical match is no longer the sole focus of the sporting experience.
Digital Connectivity and Social Interaction
The study indicates that major sporting events strengthen friendships for 72% of respondents. In the UAE, 64% of fans typically watch these events with friends or family at home. Meanwhile, 74% of Saudi Arabian fans expect their group chats to remain active throughout the upcoming tournament.
Opportunities for Brand Engagement
Advertisers have significant opportunities to connect with audiences during breaks in play. Notably, more than eight in ten fans across both markets are interested in hearing from brands during these intervals. The Snapchat research highlights that consumers are highly receptive to marketing that aligns with their viewing habits.
In conclusion, football fandom in the region has transitioned into a highly interactive and shared digital experience. Fans are constantly moving between the television broadcast and their private chat groups. Therefore, the modern football match is now experienced simultaneously across multiple screens and platforms.
