Target audience: Ice cream lovers in Saudi Arabia

Selected insights on target group: Ice cream lovers in Saudi Arabia

• There are ice cream lovers throughout all income brackets
• Social justice has less importance to ice cream lovers than to the average consumer
• Fashion and beauty are relatively prevalent interests of ice cream lovers
• Ice cream lovers are more likely to have cooking and baking as a hobby than the average consumer
• Ice cream lovers remember seeing ads in video games more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Saudi Arabia
• Gender of consumers in Saudi Arabia
• Consumer’s level of education in Saudi Arabia
• Share of consumers in Saudi Arabia in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Saudi Arabia live
• Communities where consumers live in Saudi Arabia

• Most important aspects of life for consumers in Saudi Arabia
• Top 10 interests of ice cream lovers in Saudi Arabia
• Top 10 hobbies and leisure activities of ice cream lovers in Saudi Arabia

• Agreement with statements in Saudi Arabia
• The 10 most important issues facing Saudi Arabia according to ice cream lovers
• Political attitudes of consumers in Saudi Arabia

• Top 10 places where ice cream lovers in Saudi Arabia have come across digital advertising in the past 4 weeks
• Devices consumers in Saudi Arabia use regularly to access the internet
• Social media activities in Saudi Arabia by type
• Places where consumers in Saudi Arabia have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Saudi Arabia have been using in the past 4 weeks