Local businesses are increasingly exploiting the rising use of social media websites in Saudi Arabia to gain customers and make money, particularly the 7.8 million Facebook users in the country, say experts.

Bilal Hallab, general manager and head social business strategist of The Social Clinic, a consultancy based in Jeddah, said businesses are making use of this trend.

“Some think that people are drifting from Facebook but this is not true. Yes, people use Twitter in Saudi Arabia more but this does not mean they are using Facebook less. The Twitter base is increasing but this is not affecting Facebook usage,” he said.

“This time last year there were 6.2 million Facebook users. Now it stands at 7.8 million, an increase of 1.6 million,” said Hallab.

“Not only that, but even companies have increased their presence on Facebook and on different social media platforms. This increased marketing spending can only mean that there is a good return on investment when they advertise on Facebook,” he said.

Businessman Karam Badr believes Facebook helps grow home-based businesses.

“Social media provides a brilliant marketing platform for businesses that do not have budgets to launch marketing campaigns,” said Badr.

“It helps small businesses spread the word and easily reach out to new clients to inform them about new products and sale items,” he said.

“Facebook has encouraged many small businesses to be creative in terms of presentation and photography because they have to constantly engage with their followers and seek feedback,” he said.

Fashion designer Walaa Arab said people turn to Facebook to find local companies, schools and restaurants.

“When searching (for information) about certain businesses, it’s easier to go to their Facebook pages,” she said. “My business boomed because of social networking. It gave me the opportunity to showcase my work and reach a bigger client base in the Kingdom and outside,” she said.

A study published this month by The Online Project (TOP), an online brand research and marketing company, showed that Facebook has 7.8 million users in Saudi Arabia, with 74 percent males and 26 percent females. A total of 46 percent of users were between 25 and 34 years of age, 28 percent between 24 and 28, and 16 percent between 35 and 44.

The smallest number of users are over 45 years of age.

More than 51 percent of Saudi users use Facebook in their Arabic interface, with 72 percent of the comments in Arabic.

A total of 67 percent do not share their marital status on their Facebook profile. And 46 percent of the remaining 33 percent set their status as single, 37 percent as married, 12 percent in a relationship and 4 percent engaged.

Five million users in Saudi Arabia use Facebook on their mobile phones, with 64 percent using the Android operating system, 32 percent iOS, and the rest on phones using other systems.

The TOP study found that Saudi users mostly engage on Facebook between 6 p.m. and 8 p.m. with Wednesday being the most active day.

According to Facebook’s Year in Review feature, the most talked about topic in 2013 was Pope Francis and his inauguration last March.

The term “Election” came second followed by “Royal Baby.”

Nelson Mandela was the 10th most talked about topic with 55 million people having had more than 115 million interactions about his recent death.