Digital Consumer Trends 2026 – KSA Edition

Generative AI adoption in KSA accelerated last year, slightly overtaking the UK’s Gen AI usage among the respondents 

Generative AI adoption in KSA has accelerated, with 66% of consumers currently using Gen AI (17-percentage-point increase from 49% last year). This sharp rise signals a rapid shift from early curiosity to mainstream usage, as consumers increasingly integrate AI tools such as ChatGPT and Google Gemini into everyday life. The share of respondents aware of but not using Gen AI and those not aware of Gen AI too have seen a decline this year. 

Download the report

Smart home devices are losing steam, wherein adoption has stagnated or declined across the categories

While devices like robot vacuums and smart lighting see a modest increase in adoption, however, it remains niche and is largely driven by affluent or convenience seeking households, rather than mass adoption. The market has moved beyond the initial hype phase and entered to a ‘reality-check’ – competing on price vs. utility, and everyday usage

Download the report

 KSA shows high uptake of broadband bundles which reflects that consumers are prioritizing enhanced in-home connectivity and network performance

In KSA, broadband bundling is relatively common, with 65% of consumers reporting at least one service bundled with their broadband. The most frequent inclusions are Wi-Fi boosters (29%), followed by landline phones (21%), and mobile connection (15%); indicating that bundling is driven more by connectivity enhancement rather than media / content related services.

Download the report

As expected, sharing of paid video subscriptions drops, but Gen Z is showing some resistance

At overall level, 43% users continue to share their subscription account, which is a significant reduction from 52% till last year – clearly a declining trend with ongoing account sharing crackdown by OTT platforms, enforcing stricter rules, and better monitoring. Yet, the younger generation continues to lead in sharing their accounts, outpacing Gen X. This isn’t surprising – with larger social circles, stronger digital habits, and a cost-conscious mindset, they see sharing as low-risk and high-reward. For them, splitting subscriptions feels natural, reinforcing both connectivity and savings. 

Download the report

Two-fifths of KSA respondents feel the appropriate age for social media access should be 16 years or older – child safety takes center stage

In KSA, 41% of the respondents believe that social media access should only be permitted for those aged 16 & above – a significant share expressing concern about the impact of digital platforms on younger teens. This aligns closely with sentiments in the UK, where 37% echo preference for raising minimum age for social media use – reflecting growing public unease about online harms and adolescent wellbeing. In KSA, surprisingly, Gen Z are the main generation favoring social media bans for under 16s with 66% in favor, whereas the UK shows opposite wherein the older generations push for restrictions.

Download the report