Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – September 2010
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Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – September 2010

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Key Findings: ...

Key Findings:

- 32% of MENA Internet users buy products or services online
- GCC internet users lead online shopping in MENA region
- Male and female online shoppers have different purchasing profiles
- Consumption of media by MENA Internet users during the Muslim holy month of Ramadan varied only slightly compared to July

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Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – September 2010 Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – September 2010 Presentation Transcript

  • Media consumption & habits of MENA Internet users Research conducted by Effective Measure in conjunction with Spot On PR September 2010
  • Key findings – 32% of MENA Internet users buy products or services online. – 32% of all Middle East & North Africa Internet users surveyed buy products or services online, compared with 62% in the UK (UK ONS August 2010). – GCC Internet users lead online shopping in MENA region. – 43% of Internet users surveyed in the GCC bought products or services online, 11% higher than the MENA average, with 11% shopping online more than 3 times per month. – Male and female online shoppers have different purchasing profiles. – While all online shoppers surveyed share similar online buying habits, there are differences in habits such as an increased preference for buying clothing and accessories by female shoppers and for buying electronic equipment by male shoppers. – Consumption of media by MENA Internet users during the Muslim holy month of Ramadan varied only slightly compared to July. – The Effective Measure | Spot On PR survey did find differences in media consumption habits during Ramadan (end August), compared to July 2010, but all variances were less than 5.5% plus or minus. Source: Effective Measure / Spot On PR
  • Survey methodology – The Effective Measure | Spot On PR survey was carried out between July 26th and September 1st, 2010. – The survey was conducted online via Effective Measure survey technology (active across more than 100 websites in MENA). – The sample was randomly selected via an intercept invitation which is activated approximately every 15th to 100th visitor to each site (interception rate is linked to the volume to traffic visiting a website). – No sample quotas were imposed for this survey, the intent was to understand behaviors and attitudes of the general internet population. – Total sample size was n=6998.
  • Demographics of respondents
  • Demographics of respondents Residence location of respondents Levant (Lebanon, Jordan, Syria), 7% Egypt, 30% GCC, 49% North Africa (excl. Egypt), 13% Base: n=2587 Other countries, 2% – Note: it should be noted that the sample configuration for the 'MENA' survey is not wholly reflective of country populations and the survey data is unweighted. Countries categories in ‘Other countries’ include Iran, Iraq, Sudan and Yemen.
  • Demographics of respondents GROSS HOUSEHOLD INCOME (US$ /YEAR) OCCUPATION Manager or Senior Official (17%) 20% Professional (32%) Associate Professional & Technical (10%) Administrative & Secretarial (10%) 17% Skilled Trade (2%) 15% Personal Service (<1%) Sales & Customer Service (5%) Process Plant & Machine Operative (<1%) 11% Elementary school student (<1%) 10% Full time student (14%) Retired (<1%) Housewife/husband (2%) 5% 6% Unemployed (4%) 5% 5% 5% 4% 2% 3% 1% 53% $200,000+ - $5,000 - $2,000 - $10,000 - $200,000 - $100,000 - $15,000 - $25,000 - $50,000 - $75,000 $2,000 $100,000 $25,000 $50,000 $10,000 $15,000 $75,000 $5,000 $0 Source: Effective Measure / Spot On PR
  • Demographics of respondents AGE OF RESPONDENTS GENDER >60 0.38% <1% <1% 55-60 0.56% 1% <1% 51-54 2% 1.7% 1% 45-50 4% 4% 2% Years of age 41-44 4% 4% 3% 35-40 11% 11% 7% 31-34 11% 10% 10% 25-30 25% 24% 24% 21-24 19% 19% 22% 18-20 13% 13% 15% 15-17 10% 10% 13% 0% 5% 10% 15% 20% 25% MALE FEMALE Source: Effective Measure / Spot On PR
  • Demographics of respondents 67% of Internet users surveyed have a tertiary education No formal education 1% Primary 3% Secondary 23% Tertiary (graduate degree) 53% Tertiary (post graduate degree) 15% Trade/certificate 6% 0% 10% 20% 30% 40% 50% 60% 76% of users access the Internet from their homes Home 76% Work 17% Internet café 4% Education institution 1% On the move 3% 0% 10% 20% 30% 40% 50% 60% Source: Effective Measure / Spot On PR
  • Online purchasing habits
  • Online purchasing habits (MENA) 32% of MENA Internet users Top ten online purchases (MENA) purchase products online 1. Airlines tickets (19%) 2. Books (12%) 3. Computer software (12%) 1 to 3 times 24% 4. Clothing/Accessories/Shoes (9%) per month 5. Hotel reservations/Tourism services (9%) 6. Electronic equipment - camera, music player, TV (9%) 3 to 6 times 7. Music (8%) 4% per month 8. Videos/DVDs/Games (8%) 9. Computer hardware (7%) More than 6 times 10. Sporting goods (4%) 4% per month Total 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q. How often do you purchase products online? Source: Effective Measure / Spot On PR
  • Online purchasing habits (GCC) 31% of GCC Internet users Top ten online purchases (GCC) buy online at least 1X per month 1. Airlines tickets (31%) 2. Hotel reservations/Tourism services (15%) 3. Books (15%) 1 to 3 times 31% 4. Computer software (14%) per month 5. Clothing/Accessories/Shoes (12%) 6. Electronic equipment - camera, music player, TV (11%) 3 to 6 times 7. Videos/DVDs/Games (10%) 6% per month 8. Music (8%) 9. Computer hardware (7%) More than 6 times 10. Event/Concert/Sports tickets (5%) 5% per month Total 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q. How often do you purchase products online? Source: Effective Measure / Spot On PR
  • Online purchasing habits (Levant) 20% of Internet users Top ten online purchases (Levant) in the Levant buy online 1. Books (13%) 2. Computer software (11%) 3. Music (8%) 1 to 3 times 16% 4. Electronic equipment - camera, music player, TV (7%) per month 5. Airlines tickets (7%) 6. Computer hardware (7%) 3 to 6 times 7. Clothing/Accessories/Shoes (6%) 3% per month 8. Videos/DVDs/Games (5%) 9. Hotel reservations/Tourism services (3%) More than 6 times 10. Home equipment - kitchen ware, furniture, etc. (3%) 1% per month Total 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q. How often do you purchase products online? Source: Effective Measure / Spot On PR
  • Online purchasing habits (North Africa) 19% of Internet users Top ten online purchases (N. Africa) in the North Africa buy online 1. Computer software (9%) 2. Books (7%) 3. Clothing/Accessories/Shoes (7%) 1 to 3 times 14% 4. Computer hardware (6%) per month 5. Music (6%) 6. Electronic equipment - camera, music player, TV (6%) 3 to 6 times 7. Airlines tickets (6%) 2% per month 8. Videos/DVDs/Games (5%) 9. Automobiles & Parts (3%) More than 6 times 10. Hotel reservations/Tourism services (3%) 3% per month Never 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q. How often do you purchase products online? Source: Effective Measure / Spot On PR
  • Frequency of online purchasing (GCC) 13% OF QATAR INTERNET USERS & 12% OF SAUDI INTERNET USERS MADE PURCHASES ONLINE MORE THAN THREE TIMES PER MONTH 50% 40% 30% 20% 10% Bahrain Kuwait Qatar Oman Saudi UAE Arabia 1 to 3 times per month 3 to 6 times per month More than 6 times per month Source: Effective Measure / Spot On PR
  • Types of online activity most pursued (MENA) What type of activities do you do most often do online? Use Twitter type sites Purchase products or services Visit social networking site(s) Search for information about hobbies Email Search for info about products you plan to purchase Visit travel related sites Look for a job Look for information about health and medicine Play games online Look at news and weather sites Look at entertainment-based sites Look at business related websites Look for educational content Other 0% 25% 50% 75% Source: Effective Measure / Spot On PR
  • Types of products purchased online (Male) What kind of products have you purchased online in the last 3 months? (top 15 answers) Airlines tickets 16% Computer software 12% Books 11% Electronic equipment (camera, music player, TV) 9% Hotel reservations/Tourism services 8% Computer hardware 8% Clothing/Accessories/Shoes 7% Videos/DVDs/Games 7% Male responses Music 7% Automobiles & Parts 4% Sporting goods 4% Home equipment (kitchen ware, furniture, etc) 3% Event/Concert/Sports tickets 3% Sports Memorabilia 2% Groceries 2% 0% 25% Source: Effective Measure / Spot On PR
  • Types of products purchased online (Female) What kind of products have you purchased online in the last 3 months? (top 15 answers) Clothing/Accessories/Shoes 14% Airlines tickets 13% Books 11% Hotel reservations/Tourism services 8% Computer software 8% Music 7% Cosmetics/health supplies 7% Videos/DVDs/Games 6% Female responses Electronic equipment (camera, music player, TV) 4% Home equipment (kitchen ware, furniture, etc) 4% Computer hardware 4% Event/Concert/Sports tickets 3% Toys/Dolls 3% Groceries 3% Automobiles & Parts | Sporting goods (both 2%) 2% 0% 25% Source: Effective Measure / Spot On PR
  • Media consumption
  • Audience share of media & Internet by time of day July 2010 TV peaks Radio peaks 40% early morning late night Newspapers 35% peak during RADIO office hours 30% INTERNET 25% Internet usage 20% remains high all day 15% MAGAZINES TELEVISION 10% NEWSPAPERS 5% Magazines peak during office hours 0% :00 5:0 0 :00 0:0 0 :00 :00 :00 09 18 22 24 06 – –1 – –2 – – – :00 9:0 0 5:0 0 8:0 0 0:0 0 2:0 0 4:0 0 06 0 1 1 2 2 2 Source: Effective Measure / Spot On PR
  • Audience share of TV viewing 40% AUGUST 2010 (Ramadan) 35% JULY 2010 30% 25% 20% 15% 10% 5% 0% :00 5:0 0 :00 0:0 0 :00 :00 :00 09 18 22 24 06 – –1 – –2 – – – :00 0 0 0 0 0 0 Aug. 2010 06 0 9:0 1 5:0 1 8:0 2 0:0 2 2:0 2 4:0 Source: Effective Measure / Spot On PR
  • Audience share of print media 40% 35% 30% 25% JULY 2010 20% 15% AUGUST 2010 10% (Ramadan) 5% 0% :00 5:0 0 :00 0:0 0 :00 :00 :00 09 18 22 24 06 – –1 – –2 – – – :00 9:0 0 5:0 0 8:0 0 0:0 0 2:0 0 4:0 0 06 0 1 1 2 2 2 Source: Effective Measure / Spot On PR
  • Audience share of Internet 40% 35% AUGUST 2010 (Ramadan) 30% 25% 20% JULY 2010 15% 10% 5% 0% :00 5:0 0 :00 0:0 0 :00 :00 :00 09 18 22 24 06 – –1 – –2 – – – :00 9:0 0 5:0 0 8:0 0 0:0 0 2:0 0 4:0 0 06 0 1 1 2 2 2 Source: Effective Measure / Spot On PR
  • Credits & copyright
  • About Effective Measure Effective Measure provides cutting edge digital audience measurement, website rankings, Internet demographics and market intelligence for website publishers, agencies and digital marketers. Effective Measure’s patent-pending digital helix methodology overcomes problems with cookie deletion and unique visitor audience calculation. The solution increases visitation, client visibility and advertising revenue by providing independent third-party analytics to publishers and advertisers around the world. For more information on Effective Measure contact: Brendon Ogilvy m +97150 298 0775 e brendon.ogilvy@effectivemeasure.com w www.effectivemeasure.com
  • About Spot On Public Relations Spot On Public Relations helps build brands online and offline. With 15 years track record in the Middle East, Spot On helps clients create clear propositions, integrate online/offline strategies and engage effectively with the audiences they want to talk to. Spot On Public Relations is the Middle East network partner of Brodeur Partners and a founder member of the Middle East Public Relations Association (MEPRA). For more information on Spot On PR contact: Carrington Malin t +971 4 3491686 e carringtonm@spotonpr.com w www.spotonpr.com
  • Quoting this report – This survey report is published under the Creative Commons Attribution-No Derivative Works 3.0 United States Licence. – You are free to share this work (to copy, distribute and transmit the work). – You’re also welcome to quote any part of this report attributing any quoted information to “Effective Measure | Spot On PR”, “Effective Measure and Spot On PR” or “Effective Measure / Spot On PR”. Thanks!