If you're running an online business in the UAE without relying on the latest social media data, you're not optimizing; you're guessing.
2025 is already proving to be a turning point for digital marketers in the region. In the UAE, social media isn't just part of daily life; it's the heartbeat of digital culture. With more social media accounts than actual residents, platforms like TikTok, Instagram, LinkedIn, and YouTube are no longer optional. They are exactly where your audience is actively engaging, scrolling, and spending.
In this article, you'll find the most up-to-date and reliable social media statistics for the UAE in 2025, sourced directly from platforms like DataReportal, Statista, and GlobalWebIndex. We'll break down user counts, platform trends, demographics, time spent, and ad spending, and more importantly, show you how to turn this data into smarter campaigns and better results.
Let's dive right into the numbers. Here's the breakdown of social media users across the major platforms in the UAE as of early 2025, based on data from reliable sources including DataReportal and Statista:
These numbers matter because knowing where your audience spends their time directly influences your advertising strategy and content approach. The UAE's social media landscape in 2025 is dynamic, diverse, and offers clear opportunities if you use this data effectively.
Sources:DataReportal - Digital 2025: UAE
Understanding the demographics behind the numbers is just as important as knowing the numbers themselves. Let's break down who exactly is active on UAE social media in 2025.
Social media users in the UAE skew noticeably male. Across most platforms, males represent around 67% to 70% of the total user base, while females account for roughly 30% to 33%. For example, Facebook's ad audience in the UAE consists of approximately 73% males and 27% females. Instagram and TikTok follow similar patterns, with males making up approximately 65% and 68%, respectively.
Snapchat is slightly more balanced, with around 58% males and 42% females. This gender imbalance is reflective of the UAE's overall demographic composition and the usage patterns specific to each platform.
When it comes to age, UAE social media users are predominantly young adults. The largest demographic segment is users aged between 25 and 34 years, making up about 42% of the total social media user base. The second-largest group consists of users aged 35–44, representing roughly 25%.
Younger users, aged 18–24, account for approximately 18% of users. This means the overwhelming majority of social media users in the UAE, approximately 85%, are aged between 18 and 44. Usage rates decline significantly for people aged 45 and above.
Why does this matter? Knowing precisely who you're speaking to enables you to fine-tune your content strategy, ensuring your messages resonate more effectively. The demographic insights clearly indicate where marketing efforts should be concentrated for maximum impact.
Sources:DataReportal - Digital 2025: UAE
User engagement is high across UAE social media platforms, and the advertising spend clearly reflects that. According to the DataReportal 2025 report, UAE residents spend about 2 hours and 50 minutes daily on social media. This level of daily interaction emphasizes how central social media has become in people's lives, not just for entertainment, but also for news consumption and product discovery.
The primary activities UAE users engage in on social media include:
Video content, especially short-form videos on platforms like TikTok and Instagram Reels, has significantly increased in popularity. YouTube continues to dominate the long-form video space, maintaining a solid user base.
Social media advertising spend in the UAE is projected to reach approximately $447.6 million in 2025, according to Statista. The investment is substantial and reflects brands' confidence in the effectiveness of social media marketing. The largest shares of advertising budgets typically go to platforms with the highest engagement and reach, particularly Facebook, Instagram, TikTok, and YouTube.
For brands, this underscores a critical point: to stay competitive, your campaigns need precise targeting based on reliable user data. Knowing exactly where your audience spends its time is the key to improving campaign performance and reducing wasted budget.
Sources: DataReportal - Digital 2025: UAE
The numbers we've discussed aren't just statistics; they're tools you should actively use to sharpen your marketing strategy in the UAE. With detailed insights into user counts, demographics, engagement patterns, and advertising spend, you now know to make more informed decisions.
Remember, effective marketing isn't about chasing trends blindly; it's about understanding exactly where and how your audience spends their time. Whether your goal is improving reach, driving higher engagement, or optimizing ad spend, the key is to let accurate data lead your strategy.
If you’re looking to compare how the landscape has shifted year over year, you can also check out our UAE Social Media Statistics for 2024 to see what changed, what stayed the same, and how platforms evolved. Read the 2024 Social Media Report
Don't rely on assumptions. Leverage this data, refine your approach, and ensure your marketing efforts align precisely with where your audience truly is.
