In the latest Cisco Broadband Survey, encompassing 2,000 participants from Saudi Arabia, it has come to light that evolving consumer expectations are poised to transform the landscape of the Internet. Saudi consumers are reevaluating their reliance on the Internet, striking a balance between the expected speed and reliability of their broadband connections, the growing urgency of eco-consciousness, and the consumerization of the Internet of Things (IoT), which interconnects various devices, ranging from smart cars to household appliances. Remarkably, 91% of respondents in Saudi Arabia now view broadband as ‘critical national infrastructure,’ equating it with essentials like access to water and electricity, surpassing results seen in the EMEA region.
Sustainability Emerges as a Pivotal Factor in Saudi Consumer Choices
The environmental impact of broadband connectivity has risen to the forefront of consumer concerns. Cisco’s Broadband Survey has unveiled that 65% of Saudi consumers are now deeply concerned about the carbon footprint associated with their broadband usage, with the younger generation aged 18-24 displaying the highest level of concern at 73%. Furthermore, an astounding 92% of respondents across the Kingdom express a willingness to pay a premium for sustainable broadband, with roughly a quarter of them willing to pay over 20% more for such eco-friendly services.
Salman Faqeeh, Managing Director at Cisco Saudi Arabia, commented on the survey’s findings, saying, “Our survey has confirmed that consumers in Saudi Arabia are increasingly aware of the carbon footprints of technology. This is in line with KSA efforts towards a more flourishing and sustainable society and a novel approach to promoting sustainability in the country.” Faqeeh added, “In today’s world, it is becoming increasingly crucial for digital transformation to work in harmony with sustainability. At Cisco, we believe that the tech industry has a unique opportunity to lead the twin transition to a digital and green future. Hence, we focus on our own practices, including the use of renewable energy sources and circular economy, and build new energy-saving solutions, while setting near- and long-term, science-based targets to reduce our greenhouse gas (GHG) emissions, for all scopes of greenhouse gas emissions by 2040.”
Connectivity to Surge as Consumers Expand Their Digital Horizons
With the proliferation of IoT devices, expected to go from billions to trillions, the demand for bandwidth and processing power for data analysis is poised to rise exponentially. The Cisco Broadband Survey indicates no signs of this trend slowing down.
In Saudi Arabia, over half of Internet users primarily access the web for social media usage (58%), streaming videos and/or gaming (57%), and browsing, reading, or shopping (53%). Among those planning to upgrade their service in the coming year, 44% are motivated by the promise of faster broadband speeds.
Consumers in the Kingdom are also embracing the shift toward a ‘smarter’ digital lifestyle. From smart lighting (29%) to household appliances (30%), respondents in Saudi Arabia are increasingly integrating various connected devices into their home Internet service, with more than half (54%) currently linking their home entertainment devices for seamless connectivity and control.
