Online Audience Measurement

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Ipsos audience measurment study is a study conducted among internet users to track the internet consumption and behavior across individuals in MENA

Ipsos audience measurment study is a study conducted among internet users to track the internet consumption and behavior across individuals in MENA

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  • 1. Ipsos Online Audience Measurement in The Arab World2013
  • 2. CONTENT• About the study• Internet penetration• General browsing behavior• KSA ratings• Egypt ratings• Jordan ratings• UAE ratings• In-depth analysis
  • 3. About The StudyWhat is Ipsos Gemius “online audience measurement” study?A study conducted among internet users to track the internet consumption and behavioracross individuals in MENAWhat countries do you cover?The study covers 11 MENA countries. Ipsos deliver “fusion panel” data for four countries(i.e. KSA, Egypt, Jordan, and UAE) and this include data of participated websites andnon-participated websites. On the other hand, Ipsos also provide “Cookie Panel” data for11 countries (i.e. KSA, Egypt, Jordan, UAE, Lebanon, Kuwait, Iraq , Morocco, Oman,Syria, Qatar) which includes data from more than 300 local participated websites. For thelatter, Ipsos tag the websites pages with a specific script.What is fusion Panel?Fusion panel data is a hybrid approach that combines data output from the cookie panel(i.e. participated/scripted websites) and Software panel (i.e. group of internet users whodownload Ipsos application in order to monitor their online surfing behavior) • More about the Software Panel:The application downloaded on the panellists PC/Laptop (called netpanel), is a passivemeasurement approach that will collect online behaviour data such as websites visits,page views, time spent etc… Therefore, the data of non-scripted websites such asfacebook, google, youtube etc… can be generated.
  • 4. About The Study, cont.• Cookie Panel:These websites will add a code on their site. This code will allow to collect onlinetraffic data such as uniques/cookies, page views, geo-location, etc. Also we initiatea pop up survey on these websites in order to collect socio-demographic data ofaudience such as age, gender, nationality etc…What is your sample size?• Total software panel sample size: 20,219• Total cookie panel sample size: 35,676What are the “key” media metrics that Ipsos-Gemius online audiencemeasurement study can provide?• Reach: % of Real Users – Internet Individuals• Number of Page Views• Number of uniques/cookies• Number of visits• Time spent per visit/ visitor• Audience composition PV /Time Composition, and audience duplication .• Demographic details (e.g. nationality, gender, age, purchase behavior, marital status, other media usage…etc)
  • 5. Internet Penetration
  • 6. MENA Avg. Monthly Internet Penetration - Geographic Overview KSA, UAE, Egypt(urban), Kuwait, Jordan, Morocco, Lebanon, Qatar, Oman, Iraq, Syria Syria Lebanon (1.6M) (2.7M) Iraq Morocco Jordan (1.9 M) (3.9M) Kuwait (7.7M) (1.7M) Qatar Egypt (0.9M) (5.2M) KSA UAE (8.5M) (4.7M) Oman (0.5M) Countries with penetration of over 50% Countries with penetration of lower than 50% Numbers displayed represent internet users per country Internet Total Population 15+ Internet Users PenetrationTotal MENA 102,895,268 39,249,068 38%GCC(KSA, UAE, Kuwait, Oman, Qatar) 26,711,000 16,220,813 61%North Africa (Egypt-urban, Morocco) 43,071,000 12,940,822 30%Levant (Lebanon, Syria, Jordan, Iraq) 33,113,268 10,087,433 30%
  • 7. Internet Population Vs. Internet Penetration MENA Markets Overview Lebanon Internet Internet penetration populationUAE 71% Saudi Arabia 8,493,252Kuwait 62% Morocco 7,743,266Qatar 61% Egypt Urban) 5,197,556Saudi Arabia 60% UAE 4,674,537Lebanon 52% Iraq 3,852,420Jordan 48% Syria 2,736,715Morocco 35% Jordan 1,907,451Syria 30% Kuwait 1,664,381Oman 28% Lebanon 1,590,847Egypt (Urban) 25% Qatar 890,160Iraq 23% Oman 498,483
  • 8. MENAGeneral Browsing Behavior
  • 9. Main Place of Accessing the Internet 34% Access the 87% internet from Access the 7% Access the internet work internet from school From home 8% Access the internet 14 % Access the from public placeinternet from friends, and internet cafes neighbors or relatives house 13% Access the internet From other places
  • 10. Mobile Devices Penetration (Producers) The ranking is based on the website-averaged percentage share of page views on sites participating in the study.70%60%50%40%30%20%10%0%
  • 11. Web Browsers Penetration The ranking is based on the number of page views concerning sites included in the gemiusTraffic study.30%25%20%15%10%5%0% 1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 Firefox 3.x MSIE 7.x MSIE 8.x MSIE 9.x Chrome 24.x Chrome 23.x Firefox 12.x Firefox 18.x
  • 12. KSARatings
  • 13. Internet Breakdown - KSA Grouped Nationalities 83% Saudis 17% Arabs 8.5 Million Internet Population 60% Internet Penetration 40% from 20-30 years old 24% from 31- 40 years old 19% from 15- 19years old57% 43% Females 17% from 40+ years oldMales
  • 14. KSA - Country Flavor Finance & stock market websites have the highest reach, highest page views, visits, and time spent per visit compared to other countries. Recruitment websites have the highest reach, page views, visits, and time spent per visit compared to other countries. Videos websites have the highest reach, page views, visits, and time spent per visit compared to other countries. Governmental websites have the highest reach, page views, visits, and time spent per visit compared to other countries.
  • 15. Top 20 websites categories
  • 16. Internet Reach100% 89% 90% 80% 72% 68% 70% 61% 59% 60% 50% 46% 41% 41% 39% 39% 40% 37% 35% 31% 30% 26% 26% 22% 21% 21% 19% 19% 20% 10% 0% Top 20 websites categories – Internet Reach
  • 17. Page ViewsThousands2,000,0001,800,0001,600,0001,400,0001,200,0001,000,000 800,000 600,000 400,000 200,000 0 Top 20 websites categories – Page Views
  • 18. No. of VisitsThousands250,000200,000150,000100,000 50,000 0 Top 20 websites categories – Visits
  • 19. Avg. Time Spent per VisitHh:mm:ss0:28:480:25:550:23:020:20:100:17:170:14:240:11:310:08:380:05:460:02:530:00:00 Top 20 websites categories – Time spent per visit
  • 20. Top 20 WebsitesBased on Avg.Monthly InternetReachBased onPage ViewsBased onNo. of VisitsBased on Avg.Time Spent perVisitor
  • 21. Top 20 Websites Reach-InternetBased on Avg. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Monthly Internet google.com.saReach youtube.com google.com facebook.com live.comBased on twitter.comPage Views msn.com microsoft.com ar.wikipedia.org hafiz.gov.sa sabq.orgBased on yahoo.comNo. of Visits conduit.com anchorfree.net brooonzyah.net sedty.comBased on Avg. hawaaworld.comTime Spent per m5zn.comVisit alnaddy.com souq.com
  • 22. Top 20 Websites Page Views Thousands 0 500,000 1,000,000 1,500,000 2,000,000Based on Avg. google.com.saMonthly Internet youtube.com facebook.comReach live.com twitter.com google.comBased on noor.moe.saPage Views travian.com.sa haraj.com.sa sabq.org kooora.comBased on mcs.gov.saNo. of Visits saudiairlines.c… moi.gov.sa anchorfree.netBased on Avg. bing.com mol.gov.saTime Spent per samba.comVisit mail.google.com hafiz.gov.sa
  • 23. Top 20 Websites Visits Thousands 0 50,000 100,000 150,000 200,000Based on Avg. google.com.saMonthly Internet youtube.com facebook.comReach live.com google.com twitter.comBased on sabq.orgPage Views msn.com conduit.com anchorfree.net alnaddy.comBased on mail.google.comNo. of Visits yahoo.com hafiz.gov.sa mail.yahoo.comBased on Avg. kooora.com ask.comTime Spent per maktoob.yaho…Visit burnews.com ar.wikipedia.org
  • 24. Top 20 Websites Hh:mm:ss Time Spent per Visit 0:00:00 0:07:12 0:14:24 0:21:36 0:28:48 0:36:00 0:43:12Based on Avg. noor.moe.saMonthly Internet aljazeera.netReach youtube.com haraj.com.sa booking.comBased on kfu.edu.sa facebook.comPage Views aqarcity.com hawamer.com vb.eqla3.com toyota4arab.comBased on saudiairlines.comNo. of Visits travian.com.sa anchorfree.net twitter.comBased on Avg. twoo.comTime Spent per jsoftj.com mcs.gov.saVisit shamoa.com
  • 25. EgyptRatings
  • 26. Internet Breakdown - Egypt5.1 Million Internet Population 25% Internet Penetration 43% from 20-30 years old 28% from 15-19 years old 15% from 31-40 years old 62% 38% 14% from 40+ years old Males Females
  • 27. Egypt - Country Flavor Music websites have the highest reach, page views, visits, and time spent per visit compared to other countries. In Egypt, both religion and dating websites are in the top 5 categories that Egyptians visit and spend time on per each visit.
  • 28. Top 20 websites categories
  • 29. Internet Reach90% 82% 79%80%70% 61%60% 49%50% 45% 43% 39% 37%40% 36% 34% 32% 31% 28%30% 25% 23% 22% 21%20% 18% 17% 16%10%0% Top 20 websites categories – Internet Reach
  • 30. Page ViewsThousands 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Top 20 websites categories – Page Views
  • 31. Number of VisitsThousands140,000120,000100,000 80,000 60,000 40,000 20,000 0 Top 20 websites categories – Visits
  • 32. Avg. Time Spent per VisitHh:mm:ss0:25:550:23:020:20:100:17:170:14:240:11:310:08:380:05:460:02:530:00:00 Top 20 websites categories – Time spent per visit
  • 33. Top 20 WebsitesBased on Avg.Monthly InternetReachBased onPage ViewsBased onNo. of VisitsBased on Avg.Time Spent perVisit
  • 34. Top 20 Websites Reach-InternetBased on Avg. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Monthly Internet facebook.comReach google.com.eg youtube.com google.com yahoo.comBased on mail.yahoo.comPage Views Ar.hao123.com maktoob.yahoo.com fatakat.com live.com ar.wikipedia.orgBased on twitter.comNo. of Visits babylon.com microsoft.com msn.com masrawy.comBased on Avg. myegy.comTime Spent per adobe.comVisit y8.com youm7.com
  • 35. Top 20 Websites Page Views Thousands 0 500,000 1,000,000 1,500,000Based on Avg. facebook.comMonthly Internet google.com.eg youtube.comReach google.com.sa live.com google.comBased on Ar.hao123.comPage Views mail.yahoo.com yahoo.com fatakat.com twitter.comBased on youm7.comNo. of Visits mawaly.com myegy.com msn.comBased on Avg. ahram.org.eg maktoob.yaho…Time Spent per twoo.comVisit Akhbarak.net mail.google.com
  • 36. Top 20 Websites Visits Thousands 0 50,000 100,000 150,000Based on Avg. facebook.comMonthly Internet google.com.eg youtube.comReach Ar.hao123.com google.com youm7.comBased on mail.yahoo.comPage Views maktoob.yaho… yahoo.com twitter.com live.comBased on mail.google.comNo. of Visits msn.com google.com.sa ask.comBased on Avg. alnaddy.com Akhbarak.netTime Spent per masrawy.comVisit fatakat.com y8.com
  • 37. Top 20 Websites Time Spent per Visit Hh:mm:ss 0:00:00 0:02:53 0:05:46 0:08:38 0:11:31 0:14:24 0:17:17 0:20:10 0:23:02 0:25:55 0:28:48Based on Avg. facebook.comMonthly Internet twoo.comReach youtube.com anchorfree.net contactcars.com christian-dogma.comBased on alnaddy.comPage Views brooonzyah.net fatakat.com bezaat.com mawaly.comBased on google.com.saNo. of Visits google.com.eg sm3na.com live.comBased on Avg. jsoftj.comTime Spent per etisalat.com.eg Akhbarak.netVisit fatafeat.com
  • 38. JordanRatings
  • 39. Internet Breakdown - Jordan1.9 Million Internet Population 48% Internet Penetration 43% from 20-30 years old 29% from 15-19 years old 17% from 31-40 years old 60% 40% 11% from 40+ years old Males Females
  • 40. Country Flavor - Overview Highest reach of social networking websites is in Jordan. Highest reach & time spent per visit for games websites is in Jordan Highest reach & time spent per visit for news websites is in Jordan
  • 41. Top 20 websites categories
  • 42. Internet - Reach100% 89% 88%90%80% 68%70%60% 54% 53%50% 47% 47% 47% 40%40% 36% 30% 30% 28%30% 24% 19% 19% 18%20% 15% 14% 13%10% 0% Top 20 websites categories – Internet Reach
  • 43. Page ViewsThousands 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 Top 20 websites categories – Page Views
  • 44. Number of VisitsThousands 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Top 20 websites categories – Visits
  • 45. Avg. Time Spent per VisitHh:mm:ss0:25:550:23:020:20:100:17:170:14:240:11:310:08:380:05:460:02:530:00:00 Top 20 websites categories – Time spent per visit
  • 46. Top 20 WebsitesBased on Avg.Monthly InternetReachBased onPage ViewsBased onNo. of VisitsBased on Avg.Time Spent perVisitor
  • 47. Top 20 Websites Reach-InternetBased on Avg. 0% 20% 40% 60% 80% 100%Monthly Internet facebook.comReach google.jo youtube.com google.com yahoo.comBased on alnaddy.comPage Views mail.yahoo.com live.com maktoob.yahoo.com ar.wikipedia.org alwakeelnews.comBased on sarayanews.comNo. of Visits twitter.com microsoft.com y8.com msn.comBased on Avg. en.wikipedia.orgTime Spent per fatakat.comVisit babylon.com m5zn.com
  • 48. Top 20 Websites Page Views Thousands 0 200,000 400,000 600,000 800,000Based on Avg. facebook.comMonthly Internet google.jo youtube.comReach google.com live.com kooora.comBased on yahoo.comPage Views opensooq.com alnaddy.com awa2el.net jawaker.comBased on sarayanews.comNo. of Visits mail.yahoo.com alwakeelnews.… twitter.comBased on Avg. translate.googl… khaberni.comTime Spent per 4shared.comVisit maktoob.yaho… conduit.com
  • 49. Top 20 Websites Visits Thousands 0 10,000 20,000 30,000 40,000 50,000 60,000Based on Avg. facebook.comMonthly Internet google.jo youtube.comReach google.com alnaddy.com yahoo.comBased on live.comPage Views mail.yahoo.com maktoob.yaho… kooora.com alwakeelnews.…Based on sarayanews.comNo. of Visits conduit.com khaberni.com babylon.comBased on Avg. twitter.com orange.joTime Spent per msn.comVisit ask.com jawaker.com
  • 50. Top 20 Websites Hh:mm:ss Time Spent per Visit 0:00:00 0:07:12 0:14:24 0:21:36 0:28:48 0:36:00 0:43:12Based on Avg. ammonnews.netMonthly Internet jawaker.comReach aljazeera.net facebook.com tagged.comBased on youtube.com opensooq.comPage Views twoo.com alquds.co.uk almadenahnews.com watnnews.netBased on panet.co.ilNo. of Visits dubizzle.com sarayanews.com awa2el.netBased on Avg. yumyume.comTime Spent per gerasanews.com google.joVisit alwatanvoice.com
  • 51. UAERatings
  • 52. Internet Breakdown - UAE Nationalities grouped 54% Expats 29% Arabs 17% Emirati4.7 Million Internet Population 71% Internet Penetration 38% from 20-30 years old 31% from 31- 40 years old 23% from 40+ years old72% 28%Males Females 8% from 15-19 years old
  • 53. Country Flavor - Overview E-mail consumption has the highest reach, page views, visits, and time spent per visit in UAE compared to other countries. Business related websites has the highest reach, page views, visits, and time spent per visit compared to other countries. Real estate websites has the highest reach, page views, visits, and time spent per visit compared to other countries.
  • 54. Top 20 websites categories
  • 55. Reach - Internet100%90% 87%80% 73% 71%70% 66% 62% 62%60%50% 41%40% 37% 35% 33% 28% 25%30% 23% 22% 21% 19% 19% 19% 18% 18%20%10% 0% Top 20 websites categories – Internet Reach
  • 56. Page ViewsThousands 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 Top 20 websites categories – Page Views
  • 57. Number of VisitsThousands120,000100,000 80,000 60,000 40,000 20,000 0 Top 20 websites categories – Visits
  • 58. Avg. Time Spent per VisitHh:mm:ss 0:20:10 0:17:17 0:14:24 0:11:31 0:08:38 0:05:46 0:02:53 0:00:00 Top 20 websites categories – Time spent per visit
  • 59. Top WebsitesBased on Avg.Monthly InternetReachBased onPage ViewsBased onNo. of VisitsBased on Avg.Time Spent perVisit
  • 60. Top 20 Websites Reach-InternetBased on Avg. 0% 10% 20% 30% 40% 50% 60% 70% 80%Monthly Internet google.aeReach youtube.com facebook.com google.com yahoo.comBased on live.comPage Views mail.yahoo.com en.wikipedia.org mail.google.com microsoft.com babylon.comBased on msn.comNo. of Visits skype.com anchorfree.net etisalat.ae conduit.comBased on Avg. souq.comTime Spent per twitter.comVisit adobe.com bing.com
  • 61. Top 20 Websites Page Views Thousands 0 200,000 400,000 600,000 800,000 1,000,000Based on Avg. facebook.comMonthly Internet live.com google.aeReach youtube.com google.com mail.google.comBased on dubizzle.comPage Views gulfnews.com mail.yahoo.com yahoo.com twitter.comBased on msn.comNo. of Visits babylon.com souq.com en.wikipedia.orgBased on Avg. anchorfree.net bing.comTime Spent per cobone.comVisit kooora.com plus.google.com
  • 62. Top 20 Websites Visits Thousands 0 20,000 40,000 60,000 80,000Based on Avg. facebook.comMonthly Internet google.ae mail.google.comReach youtube.com google.com live.comBased on msn.comPage Views babylon.com mail.yahoo.com yahoo.com anchorfree.netBased on gulfnews.comNo. of Visits conduit.com dubizzle.com en.wikipedia.orgBased on Avg. twitter.com souq.comTime Spent per cobone.comVisit khaleejtimes.c… etisalat.ae
  • 63. Top 20 Websites Hh:mm:ss Time Spent per Visit 0:00:00 0:02:53 0:05:46 0:08:38 0:11:31 0:14:24 0:17:17 0:20:10Based on Avg. facebook.comMonthly Internet youtube.comReach live.com gulfnews.com emaratalyoum.comBased on aljazeera.net arabianbusiness.comPage Views mawaly.com dubizzle.com anchorfree.net emirates247.comBased on bbc.co.ukNo. of Visits twitter.com search.yahoo.com booking.comBased on Avg. study4uae.comTime Spent per google.ae albayan.aeVisit search-results.com
  • 64. In-depth Data
  • 65. Consumed Social Media Platforms Among Internet Users Avg. monthly reach 1 86%0.8 78% 66%0.6 59%0.4 33% 20%0.2 17% 18% 11% 8% 3% 2% 0 KSA Egypt UAE Jordan
  • 66. Top News Websites – Ranked based on avg. Monthly Internet reach KSA Jordansabq.org 20% alwakeelnews.com 19%alriyadh.com 12% sarayanews.com 19%burnews.com 11% jfranews.com 12%okaz.com.sa 9% alrai.com 11% Egypt UAEmasrawy.com 14% gulfnews.com 14%youm7.com 13% huffingtonpost.com 9%ahram.org.eg 10% bbc.co.uk 5%elfagr.org 8% khaleejtimes.com 4%
  • 67. Top E - Commerce Websites – Ranked based on avg. Monthly Internet reach UAE KSAsouq.com 20% souq.com 13%cobone.com 13% sukar.com 8%amazon.com 11% namshi.com 7%Markavip.com 9% Markavip.com 5% Egypt Jordansouq.com 10% markavip.com 9%jumia.com 7% amazon.com 6%alibaba.com 4% alibaba.com 4%amazon.com 4% ebay.com 2%
  • 68. Top Videos Websites – Ranked based on avg. Monthly Internet reach KSA UAEyoutube.com 71% youtube.com 71 %dardarkom.com 6% dailymotion.com 8%dailymotion.com 4% imdb.com 6.% cima4u.com CIMA4Uimdb.com 3% 0.38% Jordan Egyptyoutube.com 68% youtube.com 60%dailymotion.com 4% cima4u.com CIMA4U 3%imdb.com 3% dailymotion.com 3%dardarkom.com 1% imdb.com 2%
  • 69. Top Storage Websites, Ranked based on avg. Monthly Internet reach Jordan KSAm5zn.com 14% m5zn.com 13%4shared.com 12% gulfup.com 11%gulfup.com 3% 4shared.com 11%drive.google.com 3% imageshack.us 5% Egypt UAEm5zn.com 9% 4shared.com 5%4shared.com 8% m5zn.com 4%letitbit.net 7% drive.google.com 3%rapidshare.com 6% dropbox.com 2%
  • 70. Top Games Websites, Ranked based on avg. Monthly Internet reach Jordan Egypty8.com 18% y8.com 13%g9g.com 6% travian.com.eg 10%gamezer.com 4% g9g.com 5%jawaker.com 4% travian.ae 4% KSA UAEtravian.com.sa 12% gamezer.com 7%khanwars.ae 5% khanwars.ae 3%gamezer.com 5% travian.ae 2%g9g.com 5% 91.com 2%
  • 71. Thank You For Your Trust !For online traffic insights visitwww.rankingmena.com Don’t Forget! FOLLOW US :For online audience top line insights visit @IpsosMENAwww.audiencesa.gemius.comAbout Ipsos MediaCTIpsos MediaCT plays a prominent role within media and telecom and technology. Using a wide variety of researchcommunications research, holding key industry audience techniques, we help individual media owners, technologymeasurement contracts and conducting bespoke research to companies, agencies and advertisers address issues suchassist their clients in informing their strategic decisions. We as editorial and programming, advertising, audience profilinghelp clients make connections in the digital age, as leaders and music tastes, market positioning, piracy, high definitionin providing research solutions for companies in the fast- and theatrical markets, new product and programmemoving and rapidly converging worlds of media, content, development and license applications.© Ipsos MediaCT 2013 7