More than half of respondents—some 58 per cent—have used generative AI tools such as ChatGPT or Google Gemini, a rate markedly higher than what is seen in UK and other European markets. However, awareness remains uneven, with approximately one in five still unfamiliar with generative AI. Among users, a significant share cite its application for work purposes—47 per cent—highlighting its integration into both professional and personal routines.
Smartphones continue to reign supreme, with 96 per cent of individuals using them daily. Yet emerging interests in connected devices are apparent: nearly 89 per cent plan to purchase one in the coming year, spanning categories like smartwatches, laptops and other “connected” gadgets. Despite this growth, smart‑home adoption lags behind that of Western markets.
The report also reveals that 73 per cent of consumers made at least one purchase via social media over the past year, signalling the growing influence of social commerce and influencer-driven transactions. Simultaneously, social media has eclipsed traditional outlets as a source of news—56 per cent rely on it for current events, compared to 30 per cent for television and 22 per cent for news websites.
Shifting trends extend to digital entertainment as well. More than half of respondents have subscribed to video‑streaming services, yet rising costs and account‑sharing restrictions are pushing users away. Twenty‑one per cent cited lack of use, while 20 per cent pointed to expense as reasons for cancellation; 47 per cent have been affected by platforms cracking down on shared access.
A key undercurrent in the report is consumer concern over digital trust. Among less frequent generative AI users, one in four flagged privacy as a chief concern. In addition, nearly 56 per cent of consumers believe companies overstate their environmental credentials—a potential signal of growing scepticism over corporate messaging.
Emmanuel Durou, Deloitte’s Technology, Media & Telecommunications Leader in the Middle East, emphasised the implications for businesses. He noted that adoption of AI, mobile‑first habits and social commerce reflect both the region’s tech sophistication and substantial infrastructure investment. He called on companies to rethink consumer engagement strategies while balancing innovation with safeguarding data privacy and countering misinformation.
These patterns point to clear strategic imperatives: organisations must adapt to a mobile-driven, AI-integrated, socially mediated digital ecosystem. Success will depend on delivering seamless, trustworthy experiences across converging media and commerce platforms—without undermining consumer confidence or ethical standards.
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