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Over the past decade, the Kingdom of Saudi Arabia has witnessed a series of exceptional social transformations that have left a deep and lasting impact on all segments of society. Recognizing the importance of this phase, SCOP conducted this study to provide a comprehensive and in-depth perspective on the trends and behaviors of different Saudi generations.
This study comes in response to the noticeable research gap in this field. Despite the abundance of global studies on generations, most adopt a Western perspective that may not align with the specificity of Saudi society. At the regional level, available studies tend to either generalize in ways that ignore fundamental differences between countries in the regions or narrow their scope to marketing aspects only.
Therefore, this specialized study seeks to bridge this gap by focusing specifically on the Saudi context, aiming to achieve the following:
• Understanding the shared bonds and values between generations
• Analyzing similarities and differences between different generations of both genders
• Providing a global perspective: conducting benchmark comparisons with selected international results, whenever necessary data is available
The study adopted the globally recognized classification methodology, which divides generations into:
Baby Boomers, Generation X, Generation Y (Millennials), and Generation Z.
The survey population consists of Saudis who have mobile phones, aged 18 years and above. The sample size is 1,650 Saudis, representing 96% of the Saudi population according to the General Authority for Statistics surveys, with a margin of error of ±2.06%.
