{"id":28592,"date":"2021-10-11T10:29:34","date_gmt":"2021-10-11T07:29:34","guid":{"rendered":"https:\/\/saudishopper.com.sa\/en\/?p=28592"},"modified":"2026-03-27T23:26:17","modified_gmt":"2026-03-27T20:26:17","slug":"kaspersky-36-of-social-media-users-in-the-uae-escape-the-pandemic-reality-by-following-influencers","status":"publish","type":"post","link":"https:\/\/saudishopper.com.sa\/en\/kaspersky-36-of-social-media-users-in-the-uae-escape-the-pandemic-reality-by-following-influencers\/","title":{"rendered":"Kaspersky: 36% of social media users in the UAE escape the pandemic reality by following influencers"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>People worldwide are turning to virtual, &#8216;parasocial&#8217; relationships with influencers to cope with the effects of the pandemic<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>According to Kaspersky\u2019s latest research, one-sided relationships, also known as \u2018parasocial relationships\u2019, have blossomed worldwide amid social distancing and national Covid-19 lockdowns. A global study of more than 15,000 people in 25 countries from security firm Kaspersky* finds that just under half (36%) of social media users in the UAE believe the influencers they follow provide them with \u2018an escape from reality\u2019.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The latest survey shows, that parasocial relationship have are no longer a novelty or a quirk. More than one in five (22%) believe&nbsp;&nbsp;they \u2018could be friends\u2019<em><sup>&nbsp;<\/sup><\/em>with influencers they follow and around the same proportion (26) have gone as far as sending a private message to an influencer. Despite the largely virtual nature of these relationships, almost half (49%) of social media users have even met some of the influencers that they follow in real life.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During successive global lockdowns, many of us have spent long periods at home and are turning to virtual companions to replace our lost social lives. This type of one-sided relationship has a strong pull over many lives. More than seven in ten (75%) say that they learn from the influencers they follow in areas such as health, hobbies, style and news. More than a quarter (32%) say they are \u2018dependent\u2019 on influencer content and one in ten (18%) even say they feel a sense of absence if they do not engage with influencers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many have sought out direct contact with online influencers, most commonly via commenting on their posts (28%) or reacting to their posts or stories (33%).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, social media has been important for many people during the pandemic, with seven in ten (77%) in the UAE saying social media has provided a vital connection for them during the pandemic. This figure was highest among younger people aged 18-34 (79), who re\u00ad\u00ad\u00adly on social media for connectivity. People in Vietnam (94%) and South Africa (79%) are the most likely to say social media is a vital connection for them, although half of the people in the UAE (50%) say they have become&nbsp;<em>less<\/em>&nbsp;tolerant to people on social media during the pandemic.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cAlthough more than half (56%) of people in the UAE have been on active on social media for more than a decade, many of us are still figuring out how to balance the positives of social media with the negatives,\u201d Emm says. Now, we\u2019ve moved into a new era where virtual relationships are becoming the norm. These one-sided relationships can often lead to oversharing on social media, as people look to develop these relationships. However, this can lead to a huge range of negative and unforeseen consequences \u2013 hacking and phishing attempts, doxing and bullying, online shaming \u2013 the list goes on.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cIt is understandable with the lockdowns we&#8217;ve all experienced over the past year that people will have gravitated towards online and parasocial relationships to stave off loneliness and boredom, but it&#8217;s crucial that people are aware of the consequences of oversharing online and are able to take a more balanced approach,\u201d<\/em>&nbsp;comments David Emm, Principal security researcher at Kaspersky.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kaspersky has also launched its\u00a0<a href=\"https:\/\/www.kaspersky.com\/blog\/shareaware-hub\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u2018ShareAware Hub\u2019<\/a>, where people can find handy tips to help them enjoy social media safely.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>People worldwide are turning to virtual, &#8216;parasocial&#8217; relationships with influencers to cope with the effects of the pandemic According to Kaspersky\u2019s latest research, one-sided relationships, also known as \u2018parasocial relationships\u2019, have blossomed worldwide amid social distancing and national Covid-19 lockdowns. A global study of more than 15,000 people in 25 countries from security firm Kaspersky* [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":28593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"1","_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":439,"_extra_hide_author_box":"","_extra_featured_post":"","_partner_post_id":0,"footnotes":""},"categories":[439],"tags":[],"class_list":["post-28592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cybersecurity","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kaspersky influencer study - UAE users escape reality | | Saudi Shopper<\/title>\n<meta name=\"description\" content=\"Kaspersky influencer study reveals 36% of UAE social media users escape pandemic reality by following influencers. 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