ASDA'A Burson-Marsteller Arab Youth Survey 2013
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Representing a resounding vote of confidence in the Middle East and North Africa’s future outlook, three-quarters of Arab youth, the region’s largest demographic, say their best days are ahead of ...

Representing a resounding vote of confidence in the Middle East and North Africa’s future outlook, three-quarters of Arab youth, the region’s largest demographic, say their best days are ahead of them in the fifth annual ASDA’A Burson-Marsteller Arab Youth Survey, released today. An overwhelming 74% of all Arab youth surveyed in 15 countries across MENA agree with the statement: “Our best days are ahead of us.”

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ASDA'A Burson-Marsteller Arab Youth Survey 2013 Presentation Transcript

  • 1. OUR BEST DAYS ARE AHEAD OF US April 9, 2013 www.arabyouthsurvey.comAlgeria Bahrain Egypt Iraq Jordan Kuwait Lebanon Libya Morocco Oman Qatar Saudi Arabia Tunisia UAE Yemen
  • 2. ASDA’A Burson-Marsteller commissionedPenn Schoen Berland (PSB) to carry out thesurvey among Arab national youth aged18-24 in 15 Middle East countries: the sixcountries of the Gulf Cooperation Council(Saudi Arabia, UAE, Qatar, Bahrain, Qatarand Kuwait), Jordan, Lebanon, Egypt, Iraq,Libya, Tunisia – and, for the first time,Algeria, Morocco and Yemen.
  • 3. e research was designed to uncovercountry differences and common trends,looking at concerns and priorities such as:VIEWS OF THE IMPACT OF THE ARAB SPRINGECONOMIC AND SOCIAL CONCERNSATTITUDES TOWARDS DEMOCRACYVIEWS OF FOREIGN NATIONSPERSONAL AND SOCIAL VALUESMEDIA CONSUMPTION TRENDSSOCIAL MEDIA HABITS
  • 4. METHODOLOGY
  • 5. e study was commissioned in December 2012. einterviews took place from 13 Dec 2012 to 14 Jan 2013.Sample details are given below:ORIGINAL COUNTRIES 2008-2010UAE OMAN QATAR BAHRAIN KSA KUWAIT EGYPT JORDAN LEBANONN=250 N=150 N=200 N=200 N=250 N=200 N=250 N=200 N=200Dubai Muscat Doha Manama Jeddah Kuwait Cairo Amman East40% 50% 55% 100% 40% City 50% 50% Beirut 20% 40%Sharjah Batinah Al Riyadh Alexandria Irbid20% 50% Rayyan 40% Al Hawalli 25% 25% West 45% 30% BeirutAbu Dammam Mansoura Zarqa 40%Dhabi 20% Al Ahmadi 25% 25%40% 20% Tripoli 20% Al Farwaniya 30%
  • 6. NEW IN NEW IN NEW IN2011 2012 2013IRAQ TUNISIA LIBYA ALGERIA MOROCCO YEMENN=200 N=200 N=200 N=150 N=200 N=150Baghdad Tunis Tripoli Algiers Fes Sana’a50% 50% 50% 50% 25% 50%Irbil Sfax Benghazi Oran Salé Al Hudaydah25% 25% 25% 25% 25% 25%Basrah Susah Misrata Constantine Marrakech Ta’izz25% 25% 25% 25% 25% 25% Casablanca 25%2008 RESEARCH WAS CONDUCTED BY NIELSEN USING AN ONLINE METHODOLOGY.ALL RESEARCH FROM 2009 ONWARDS WAS COMPLETED FACE-TO-FACE.2013 DATA IS WEIGHTED BY MARKET TO ENSURE EQUAL REPRESENTATION WITHIN THE SAMPLE.
  • 7. TOP 10 FINDINGS
  • 8. Majority of1Arab youthbelieve that“our best daysare ahead of us”.
  • 9. GENERAL OUTLOOKQ: Which of the following statements iscloser to your view? 3 1 2 4 2 2 3 2 2 2 4 1 1 3 3 3 6 6 22 16 20 20 20 Don’t know 24 21 25 24 25 21 22 25 27 28 26 26 31 Our best days are behind us 82 77 77 78 74 77 75 72 74 74 76 76 71 68 70 70 72 63 Our best days are ahead of usAmong Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC all Arabia
  • 10. GENERAL OUTLOOKQ: Considering the last 12 months, do you think thingsin your country of residence are now heading in the rightdirection or are they going in the wrong direction? (Right direction) % 88 83 80 77 71 71 66 65 67 70 63 5855 55 56 55 55 56 53 46 52 50 52 48 48 49 48 49 44 43 42 37 21Among Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC all Arabia 2012 2013
  • 11. DIRECTION OF ECONOMYQ: In general, do you think the economy in yourcountry / the region is going in the right directionor in the wrong direction? 76 73 67 65 64 65 63 65 65 60 61 57 6155 58 58 58 57 58 55 55 55 55 56 49 53 53 53 48 51 49 51 51 52 47 46Among Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC all Arabia National Regional
  • 12. IMPACT OF ARAB SPRINGQ: Since the start of the events of the Arab Spring(in late 2010/early 2011), do you believe that yourgovernment has become: 7 6 1 7 5 4 7 5 8 5 8 10 8 8 8 10 11 8 10 12 8 9 6 12 11 11 10 8 5 21 14 17 14 8 10 14 7 9 10 11 9 Don’t know 11 14 10 9 17 20 15 13 24 26 29 36 22 22 34 Less transparent/ 24 29 representative 26 24 26 21 28 29 No more transparent/ 24 24 representative 29 26 24 26 25 20 18 23 22 22 A little more transparent/ 25 18 representative 14 19 23 37 33 Much more transparent/ 25 20 22 24 22 23 22 22 18 22 representative 16 14 15Among Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen all Arabia
  • 13. IMPACT OF ARAB SPRINGQ: How far do you agree or disagree withthe following? (%) Agree a lot / somewhat Disagree a lot / somewhat Don’t knowFollowing the uprisings across the 2012 72 24 4Arab world, I feel the Arab 2013 70 24 7world is better offAs a result of the uprising, I feel I 2012 71 24 5will be better off in five years 2013 74 17 10Following the uprising, I am 2012 68 28 4personally better off now than 2013 67 30 3I was a year ago
  • 14. Arab youth have2more nationalpride since theArab Spring.
  • 15. IMPACT OF ARAB SPRINGQ: How far do you agree or disagree withthe following? (%) Agree a lot / somewhat Disagree a lot / somewhat Don’t knowRecent changes in my country 2012 46 49 4make me feel anxious about 2013 35 61 4what the future holdsFollowing the uprising in the Arab 2012 40 55 5world, I feel uncertain about the 2013 28 66 5future of my countryFollowing the events of theArab Spring, I am more 2013 87 11 3proud to be an Arab
  • 16. IMPACT OF ARAB SPRINGQ: How far do you agree or disagree with thefollowing? “Following the events of the Arab Spring,I am more proud to be an Arab” (%) 3 3 5 4 3 2 2 3 2 2 1 2 2 6 1 9 4 6 5 5 4 4 4 3 4 6 3 4 2 4 3 4 Don’t know 4 8 7 9 7 7 9 5 6 6 7 6 10 6 8 7 2 10 12 24 26 28 Don’t know 26 28 27 22 28 30 27 22 26 27 34 Disagree a lot 28 28 31 34 Disagree a lot Disagree somewhat Disagree somewhat 58 58 65 60 58 59 61 61 55 52 54 51 60 56 65 60 66 56 Agree somewhat Agree somewhat Agree a lot Agree a lotAmong Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC all Arabia
  • 17. INFLUENCERSQ: How far would you say each of the followinginfluences you and your outlook on life? (% very influential) 73 69 66 49 33 31 30 30 29 28 19 16Parents Religion Family Friends Community Authors/ Politicians/ Business Media Music Sports Pop stars leaders writers Government leaders figures leaders Base: Among All (don’t knows filtered)
  • 18. VALUES & BELIEFSQ: Which of the following is closest to your view? (%) Traditional values mean a lot to me, and ought to 68 65 60 be preserved for generations 83 to come Traditional values are outdated and belong in the past. I am keen to embrace modern values 40 and beliefs 33 35 17 2010 2011 2012 2013Base: Among All
  • 19. Fair pay3remains thetop priorityof Arab youth
  • 20. IMPORTANCE OF FAIR PAY Q: How important are each of the following to you? Top 10 (% very important)   2011 2012 2013 82 82 68 70 63 65 66 64 61 61 62 62 58 58 58 57 58 54 55 55 55 54 53 50 51 51 50 51 51 50 e e y m s t e d i ly s ag m tr is it ie r ne c ar oo m r ie rw ho un r or e rs te lth u rh fa xu fa i n co t er iv In ea bo rt a lu a ow ti c of un e d eh h a rd id y ra r s/ pe b l e ig st ffo m oc ea ge -s ia en d a pa ng tf l le ig h el f an to ng ni em ou tc o h t or sa ed bl e i w d ith to a ri gaBe O a be s s e ss i n ar n in gw e es cc ng tm ei ng in th cc ga vi B i v a Li ge iv Li st o ng in o L s av i av et c ce H H a bl n ga i ng av i Be H Base: Among All (don’t knows filtered)
  • 21. JOB SECURITYQ: Which of the following is closest to yourexperience in the past 12 months? None of the above 47 50 53 57 48 56 55 59 54 58 56 59 59 61 62 64 61 62 I know a friend who has lost his/her job 20 15 22 17 18 14 16 18 I know a family member 17 17 15 14 16 18 19 19 13 who has lost his/her job 19 24 21 20 23 21 18 22 13 17 17 18 18 19 16 17 16 10 14 10 14 10 10 11 10 I have lost my job 8 7 6 6 6 9 5 4 8 9 8 8Among Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC all ArabiaBase: Among All
  • 22. PREFERRED EMPLOYERQ: Would you prefer to work in government orfor the private sector? 14 12 14 13 12 10 13 13 14 14 14 15 16 16 15 17 14 14 Don’t know 14 12 12 14 15 14 8 15 17 18 15 13 15 13 15 16 17 15 20 23 23 No preference 26 27 23 40 24 22 19 21 41 26 24 25 28 25 27 Private sector 48 54 46 58 46 50 49 48 52 50 44 44 32 38 38 42 43 43 GovernmentAmong Egypt Jordan Kuwait Qatar Saudi UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC all ArabiaBase: Among All
  • 23. Home4ownership isincreasinglyimportant
  • 24. HOME OWNERSHIPQ: How important are each of the followingto you? Top 10 (% very important) 2011 2012 2013 82 82 68 70 63 65 66 64 61 61 62 62 58 58 58 57 58 54 55 55 55 54 53 50 51 51 50 51 51 50 e e tr y m ie s et re d i ly ie s ag m r is sit rn hc a oo ur rw ho un ro er t e lt rh f am x i n o r v In ea ou a lu fa ow cc ft e ni ed hb rt d a y ti o /u pe l eh g st a or d cr a r s b ei aff ai m ea ge h- s lia en d o p ng o tf l le ig e af an et i ng ni de m ou co o h t or as ie d blBe O w a ith es t st ss in ar r ng a in gw eb ce s ce g i g n th c a c in e tm Be in vi ga ng Li v og v Li t o n i Li e ss av i av l et cc H H ab a g i ng in Be av HBase: Among All (don’t knows filtered)
  • 25. AGE OF FIRST-TIME BUYERSQ: At what age do you expect to purchase yourown home? (%)     25 20 15 14 6 4 Already own my Before the age Between the ages Between the ages After the age Never own home of 25 of 26-30 of 31-40 of 40 Among allNot including “Don’t know”
  • 26. Rising living5costs continueto be the topconcernamong MiddleEast youth
  • 27. KEY CONCERNS Q: How concerned would you say you are about each of the following issues? (% very concerned)       57 Rising cost of living 63 62 39 Dangers of drugs 49 50 The economy 35 48 2011 49 Threat of terrorism 46 47 2012Impact of the events of the Arab Spring 46 2013 42 Unemployment 44 44 40 Opportunities for women 43 43 Base: Among All (don’t know filtered)
  • 28. KEY CONCERNSQ: How concerned would you say you are about eachof the following issues? (% very concerned)       GCC Non GCC 63 61 51 51 48 49 48 46 47 46 45 42 42 42 43 41 40 40 41 38 Rising cost The economy Dangers of Threat of Impact of the Standard of Opportunities Unemployment Transport and Rise of Islamist of living drugs terrorism events of the living for women road safety movements/role Arab Spring of Islam in political lifeBase: Among All (don’t know filtered)
  • 29. Civil unrest6and lack ofdemocracy arethe biggestbarriers facingthe region
  • 30. OBSTACLES FACING MIDDLE EASTQ: What do you believe is the biggest obstacle facingthe Middle East? 44 43 2012 2013 41 41 27 27 27 26 25 23 21 22 21 21 19 18 17 16 Civil unrest Lack of Lack of Israel-Palestinian Lack of Financial Threat of Lack of Loss of democracy Arab unity conflict political issues terrorism strong traditional direction leadership valuesBase: Among All
  • 31. e UAE7 continues to be seen as a model nation
  • 32. MODEL NATIONSQ: Which country in the world would you like to live in?     (%) 31 18 16 16 14United Arab Emirates France United States Turkey Saudi ArabiaQ: Which country in the world would you most like your country to be like?       (%) 30 17 16 16 13United Arab Emirates France United States Turkey ChinaBase: Among All
  • 33. MODEL NATIONSQ: As your country develops, which country’s model of growth and developmentwould you like your country to follow?       (%) 20 11 11 11 9 7United Arab Emirates China United States France Turkey Germany Base: Among All
  • 34. Among nations8 outside MENA, France regarded most favourably by Arab youth
  • 35. MODEL NATIONSQ: How favourable are you to thefollowing countries? (Very favourable %) 2010 2011 2012 2013 46 44 44 43 41 41 39 39 39 34 34 32 31 30 30 29 28 27 29 28 29 25 23 20 France Germany China United Kingdom United States IndiaBase: Among All (don’t know filtered)
  • 36. News9 consumption is falling and newspaper readership is hardest hit
  • 37. NEWS CONSUMPTIONQ: How often do you update yourself on news andcurrent affairs? Daily (%)     52 46 18 2011 2012 2013Base: Among All
  • 38. NEWS CONSUMPTIONQ: Where do you get your news     (%)79 72 62 62 59 51 42 32 29 28 24 20 15 16 17 14 10 8 6 6 0 Television Online Newspapers Friends and family Radio Magazines Social Media 2011 2012 2013Base: Among All
  • 39. Social media10 is becoming increasingly influential
  • 40. TRUSTED NEWS SOURCESQ: In your opinion what is the most trustedsource of news? (%)       2011 2012 2013 60 49 40 26 22 19 18 18 11 9 9 TV news channels Newspapers Websites Social MediaBase: Among All
  • 41. INTERNET USAGEQ: What do you do when you are online? (% Top 8)         GCC Non GCC 60 57 48 48 37 38 36 36 35 33 31 29 26 27 25 23Listen to music E-Mail Download music Subscribe to a Online gaming Read news Upload videos / Watching movies/ RSS feed photos / music video clips Base: Among All
  • 42. BLOGSQ: What do you on blogs?        (% Top 8) Q: Where do the blogs that you read come from?        (%) 46 38 87 18 10 56 I read blogs I post on a blog I have my I comment on 22 own blog other peoples blogs My country The Middle East The WestQ: What kind of blogs do you read?        (%) 52 42 34 31 22 21 18Fashion News and Celebrity Technology Politics Health Cookery Current News and Affairs NutritionBase: All who blog
  • 43. TWITTERQ: inking about Twitter, which Q: Where do the people you followof the following applies to you?          (%) on Twitter come from?          (%) I will respond to other peoples tweets 2012 I actively post tweets 92 93 49 48 2013 39 38 67 68 I follow but do not post 15 16 13 14 2012 2013 My country The Middle East The WestQ: Who are the types of people thatyou tend to follow?            (%) 2012 2013 86 87 45 46 21 21 12 12 12 12 9 10 9 9 ds ies ist s er s er s to rs ns ien br it na l ad ad ta c iaFr Le Le en iti ele ur us s Po l C Jo io es m lig sin om e Bu lC R c ia SoBase: All who use Twitter
  • 44. FACEBOOKQ: inking about social networking, Q: Where do the people you arewhich of the following applies to you?          (%) friends with come from?          (%) 2012 2013 2012 2013 62 64 94 94 8 22 23 11 50 51 I have my own I have a Facebook I dont have a 19 18 Facebook account that account but dont tend Facebook account I actively update to post or upload My country The Middle East The WestQ: Who are the types of people that you arefriends with on Facebook?            (%) 2012 92 92 2013 13 12 26 27 8 8 7 7 6 6 5 5 4 4 s es s ns ts s s ts nd ti or ia is er er is ie ri tat ic al ad ad ivFr le b en lit rn e Le Ac t Ce Po ou sL us m J es io al om in ig ic us it a lC B R el Pol ci SoBase: All who use Facebook
  • 45. 1 2 3 4 5Majority of Arab youth Rising livingArab youth have more Fair pay costs continuebelieve that national remains the Home to be the top“our best pride since top priority ownership concerndays are the Arab of Arab is increasingly among Middleahead of us”. Spring. youth. important. East youth.6 7 8 9 10Civil unrest Among nations News e UAEand lack of outside MENA, consumptiondemocracy are continues to is falling and Social media France viewedthe biggest be seen as a most newspaper is becomingbarriers facing model favourably by readership is increasinglythe region. nation. Arab youth. hardest hit. influential.
  • 46. OUR BEST DAYS ARE AHEAD OF US April 9, 2013 www.arabyouthsurvey.comAlgeria Bahrain Egypt Iraq Jordan Kuwait Lebanon Libya Morocco Oman Qatar Saudi Arabia Tunisia UAE Yemen