Digital Media Forum 2015

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Digital Media Forum 2015

  1. 1. Video, YouTube, & Social Media 2014 @IpsosMENA Gareth Deree– MediaCT – MENA Director
  2. 2. @IpsosMENA
  3. 3. 20 million interviews per year 5,000 clients worldwide Ranked 3rd largest Market Research firm in the world Publicly traded on Paris Stock Exchange 1600+ full-time professionals Direct presence in 85 countries IPSOS TODAY
  4. 4. More than 1 million interviews per year 800 clients in MENA Leading research agency in MENA 950+ full-time employees, 1,500+ freelance interviewers Covering more than 20 MENA countries IPSOS MENA TODAY More than 25 years of experience in the MENA market
  5. 5. IPSOS MediaCT – OVERVIEW 5 Evolution of media Evolution of Ipsos Services 26 Years of media research leadership in MENA
  6. 6. SO WHAT IS THE MEDIA SCENE IN MENA? INTERNET CONNECTIVITY IS GROWING!
  7. 7. Internet in GCC (Key Markets)
  8. 8. INTERNET IN KSA KSA 82% Internet Penetration 12.3 Million Internet Population 84% Internet Penetration 12.8 Million Internet Population 60% Internet Penetration 8.5 Million Internet Population
  9. 9. INTERNET IN UAE 92% Internet Penetration 6.1 Million Internet Population 94% Internet Penetration 6.2 Million Internet Population 75% Internet Penetration 5 Million Internet Population UAE
  10. 10. INTERNET IN KUWAIT 75% Internet Penetration 2.1 Million Internet Population 89% Internet Penetration 2.4 Million Internet Population 64% Internet Penetration 1.7 Million Internet Population UAEKuwait
  11. 11. For majority of families in the region entertainment is usually an “indoor” activity
  12. 12. There is always a “Family” time
  13. 13. But there is also “Friends” time
  14. 14. 80% 31% 4% DEVICES USED WHILE WATCHING TV – UAE - 2014 Base: Among Internet users
  15. 15. 77% 31% 13% DEVICES USED WHILE WATCHING TV – KSA - 2014 Base: Among Internet users
  16. 16. 74% 33% 19% DEVICES USED WHILE WATCHING TV – KUWAIT - 2014 Base: Among Internet users
  17. 17. SMARTPHONES PENETRATION ACROSS TOTAL POPULATION* *Not considering multiple devises KSA UAE Kuwait 63% 61% 49% 79% 72% 69% 79% 91% 86%
  18. 18. *Not considering multiple devises KSA UAE Kuwait 71% 77% 84% 84% 83% 90% 87% 96% 96% MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*
  19. 19. But what are they doing on their “Smart” devices
  20. 20. SMART DEVICE NOT SMART PHONE 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Time Spent By App Broken Down By Day Part WhatsApp YouTube Facebook Voice Calls Messaging (Text/SMS) Candy Crush Saga Skype Twitter Timespent(s) 24 Hour Day Part
  21. 21. 20% 17% 16% 15% Music Entertainment People Content Removed because of copy right issues MUSIC IS THE TOP VIDEOS WATCHED BY PANELISTS ON YOUTUBE
  22. 22. 63% 58% 54% 52% Entertainment People Music Content Removed because of copy right issues WHILE MUSIC HAS THE HIGHEST NUMBER OF VIDEOS, ENTERTAINMENT HAS THE HIGEST REACH!
  23. 23. MEN DOMINATE ON TRAVEL VIDEOS WHILE WOMEN ON HOW- TO NON-PROFIT MALES FEMALES
  24. 24. 35+ OVER INDEX ON TRAVEL VIDEOS, 15-24 YEARS OLDS ON SPORTS 15-24+ YO 35+ YO
  25. 25. LOCALS PARTICULARLY ENGAGE WITH NEWS AND SPORTS WHICH ASIANS ENGAGE ON SHOWS. Locals Asians
  26. 26. We all know that Social is growing, but what should we watch out?
  27. 27. We have new players! SnapChatInstagram
  28. 28. 69% 71% 23% 37% 3% 12% 89% 82% WHICH APPS FOR SOCIAL PACKS? TRENDS OVER 2014 % of panelists that used the application at least once during each month
  29. 29. 46% 24% 57% Arab Asian Emirati 13% 6% 26% Arab Asian Emirati BUT IT’S NOT ONE SIZE FITS ALL % of panelists that used the application at least once during December 2014
  30. 30. Thank You For Your Trust ! Don’t Forget! FOLLOW US : @IpsosMENA Check our Reports on: slideshare.net/IpsosMENA
  31. 31. 51% 23% 11% 22% 48% 21% 19% 17% 44% 18% 25% 13% 40% 16% 25% 8% MBC 1 MBC 4 AL ARABIYA MBC 2 15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - KSA
  32. 32. 9% 14% 15% 11%14% 12% 11% 9%13% 11% 9% 11%13% 8% 9% 12% ZEE TV MBC 2 MBC 1 AL JAZEERA 15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - UAE

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