During the COVID-19 pandemic, digital behaviours across the Middle East accelerated at unprecedented speed. Lockdowns reshaped daily routines, driving rapid adoption of new technologies, increased online media consumption, and expanded engagement with digital platforms across both the UAE and Saudi Arabia.
This study provides a snapshot of how internet usage habits, entertainment preferences, and platform choices evolved during one of the most disruptive periods in recent history. The findings highlight behavioural shifts that continue to influence marketing strategy, media investment, and digital innovation across the region.
Crisis-driven behaviour changes are shaping long-term digital trends:
- Households increased device purchases to support remote work, learning, and entertainment.
- Social media, streaming video, and online content consumption grew significantly.
- Consumers became more willing to subscribe to new digital platforms and services.
- Trust dynamics around online news sources and information channels began to shift.
- E-commerce adoption expanded across everyday product categories.
- Mobile apps, music streaming, and on-demand media gained greater relevance.
Together, these insights illustrate how pandemic-driven behavioural change accelerated structural digital transformation across Middle Eastern markets.
