71% in UAE allow bloggers to affect buying decisions

Huda Kattan: With 14.6 million followers on Instagram, beauty guru Huda Kattan takes the number one spot among Dubai’s social media influencers.

About 71 percent of UAE residents aged 18 to 40 refer to social influencers and bloggers before purchasing products or services in areas of beauty, fashion and food, according to a survey by YouGov market research firm.

The survey revealed that about 68 percent of residents look to online reviews before deciding where to eat out, while 63 percent said they refer to influencers’ recommendations before buying fashion and beauty products.

It also showed that smartphones were the most popular device used by individuals to follow influencers online.

As for social platforms, Facebook proved to be the number one option residents use to follow social influencers across all markets, with 35 percent using it to follow food influencers and 32 percent using it to follow fashion and beauty influencers.

YouTube came in second place with 26 percent using it to follow food influencers and Instagram came in third with 24 percent using it to follow fashion and beauty influencers.

Research also found that the most popular food influencers among UAE residents were Manal Alalem and Osama Al Sayed while the most popular fashion and beauty social media influencers were Huda Kattan, Joelle Mardinian, Ola Alfares, Lojain Omran and Amina Shelbaya.

The survey, which questioned 1000 men and women across the country, was commissioned by Dubai-based PR agency BPG Cohn & Wolfe.

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