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Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  
	
  
	
  
	
  
Damian	
  Radcliffe	
  
January	
  2016	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
2	
  
2	
  
	
  
Table	
  of	
  Contents	
  
	
  
Introduction	
  and	
  Market	
  Context	
  .....................................................................................................	
  3	
  
1.	
   WhatsApp	
  .................................................................................................................................	
  4	
  
2.	
   Facebook	
  ..................................................................................................................................	
  5	
  
3.	
   Instagram	
  ..................................................................................................................................	
  6	
  
4.	
   Twitter	
  ......................................................................................................................................	
  7	
  
5.	
   Snapchat	
  ...................................................................................................................................	
  8	
  
6.	
   Video	
  Content	
  ...........................................................................................................................	
  9	
  
7.	
   	
  Social	
  Media	
  and	
  Digital	
  News	
  consumption	
  ..........................................................................	
  10	
  
8.	
  	
   	
  Youth	
  .....................................................................................................................................	
  11	
  
9.	
  	
   	
  ISIS	
  .........................................................................................................................................	
  12	
  
10.	
  	
   Freedom	
  of	
  Expression	
  ............................................................................................................	
  13	
  
Further	
  Reading	
  ..............................................................................................................................	
  14	
  
Endnotes	
  ........................................................................................................................................	
  15	
  
	
  
About	
  the	
  Author	
  
	
  
Damian	
  Radcliffe	
  is	
  the	
  Carolyn	
  S.	
  Chambers	
  Professor	
  in	
  Journalism	
  at	
  the	
  University	
  of	
  Oregon.	
  	
  
	
  
He	
  is	
  also	
  an	
  Honorary	
  Research	
  Fellow	
  at	
  the	
  Cardiff	
  School	
  of	
  Journalism,	
  Media	
  and	
  Cultural	
  Studies,	
  the	
  
UK’s	
  oldest	
  journalism	
  school;	
  and	
  a	
  Fellow	
  of	
  the	
  Royal	
  Society	
  for	
  the	
  encouragement	
  of	
  Arts,	
  
Manufactures	
  and	
  Commerce	
  (RSA).	
  
	
  
Over	
  the	
  past	
  twenty	
  years	
  Damian	
  has	
  worked	
  –	
  and	
  written	
  -­‐	
  for	
  some	
  of	
  the	
  world’s	
  largest	
  media	
  
brands	
  including	
  the	
  BBC,	
  the	
  Guardian	
  newspaper	
  and	
  The	
  Huffington	
  Post.	
  Since	
  December	
  2013	
  he	
  has	
  
written	
  a	
  monthly	
  column	
  on	
  tech,	
  IT	
  and	
  telecoms	
  in	
  the	
  Middle	
  East	
  for	
  CBS	
  Interactive	
  /	
  ZDNet.	
  
	
  
Between	
  2012-­‐14	
  he	
  ran	
  the	
  Internet	
  and	
  Society	
  (Rassed)	
  research	
  programme	
  at	
  Qatar’s	
  Ministry	
  of	
  
Information	
  and	
  Communications	
  Technology	
  (ictQATAR),	
  exploring	
  the	
  impact	
  of	
  the	
  internet	
  on	
  society.	
  
The	
  Rassed	
  research	
  has	
  been	
  viewed	
  over	
  270,000	
  times	
  on	
  LinkedIn’s	
  SlideShare	
  platform	
  alone.	
  	
  
	
  
Other	
  previous	
  employers	
  include	
  Ofcom	
  (the	
  UK	
  Communications	
  Regulator)	
  and	
  the	
  BBC.	
  	
  
	
  
You	
  can	
  view	
  Damian’s	
  extensive	
  writing	
  and	
  research	
  portfolio	
  at:	
  www.damianradcliffe.com	
  and	
  he	
  
tweets	
  @damianradcliffe.	
  You	
  can	
  contact	
  him	
  through	
  those	
  channels	
  or	
  damian.radcliffe@gmail.com	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
3	
  
3	
  
	
  
Introduction	
  and	
  Market	
  Context	
  
	
  
This	
  report	
  is	
  the	
  fourth	
  in	
  a	
  series	
  of	
  annual	
  reports	
  designed	
  to	
  capture	
  some	
  of	
  the	
  key	
  developments	
  in	
  
the	
  world	
  of	
  social	
  media	
  -­‐	
  within	
  the	
  Middle	
  East	
  -­‐	
  during	
  the	
  past	
  twelve	
  months.	
  Interest	
  in	
  this	
  field,	
  
which	
  was	
  first	
  unlocked	
  by	
  the	
  Arab	
  Spring,	
  continues	
  to	
  attract	
  researchers,	
  marketers	
  and	
  businesses.	
  	
  
The	
  reasons	
  for	
  this	
  are	
  multiple:	
  the	
  region’s	
  “youth	
  bulge”	
  makes	
  the	
  market	
  attractive	
  for	
  anyone	
  
seeking	
  to	
  attract	
  a	
  young	
  tech-­‐savvy	
  audience,	
  meanwhile	
  the	
  growth	
  of	
  ISIS	
  –	
  and	
  their	
  use	
  of	
  social	
  
media	
  –	
  continues	
  to	
  pose	
  challenging	
  questions	
  for	
  policy	
  makers	
  and	
  freedom	
  of	
  speech	
  advocates.1
	
  
These	
  developments	
  play	
  out	
  against	
  a	
  diverse	
  backdrop,	
  and	
  this	
  diversity	
  results	
  in	
  wide	
  variances	
  in	
  
usage	
  of	
  social	
  media	
  and	
  other	
  digital	
  technologies;	
  with	
  particular	
  differences	
  between	
  the	
  Gulf	
  region	
  
and	
  North	
  Africa.	
  In	
  aggregate,	
  regional	
  usage	
  of	
  social	
  media	
  continues	
  to	
  be	
  behind	
  the	
  global	
  average.	
  
Whatever	
  else	
  happens	
  in	
  2016,	
  this	
  will	
  continue	
  to	
  be	
  a	
  region	
  where	
  the	
  rise	
  of	
  social	
  will	
  continue	
  to	
  
attract	
  considerable	
  interest,	
  not	
  least	
  because	
  of	
  the	
  digital,	
  socio-­‐economic	
  and	
  political	
  implications	
  
which	
  these	
  platforms	
  can	
  unlock.	
  As	
  these	
  annual	
  reviews	
  show,	
  this	
  is	
  an	
  arena	
  which	
  does	
  not	
  stand	
  still.	
  	
  
As	
  ever,	
  I	
  hope	
  you	
  find	
  this	
  annual	
  round-­‐up	
  as	
  interesting	
  and	
  useful	
  as	
  I	
  do.	
  	
  
Damian	
  Radcliffe,	
  January	
  2016	
  
	
  
Figure	
  1:	
  Social	
  Media	
  Regional	
  Overview,	
  via	
  We	
  Are	
  Social
2
	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
4	
  
4	
  
1.  	
  	
  	
  	
  	
  WhatsApp	
  	
  
	
  
•   WhatsApp,	
  the	
  popular	
  messaging	
  service,	
  is	
  now	
  the	
  leading	
  social	
  media	
  platform	
  in	
  Lebanon,	
  
Qatar,	
  Saudi	
  Arabia	
  and	
  UAE,	
  according	
  to	
  data	
  from	
  Northwestern	
  University	
  in	
  Qatar.3
	
  	
  
The	
  network	
  was	
  purchased	
  by	
  Facebook	
  in	
  2014	
  for	
  $19	
  billion.	
  Facebook	
  also	
  owns	
  Instagram.	
  
	
  
•   WhatsApp	
  is	
  also	
  the	
  preferred	
  social	
  media	
  channel	
  for	
  41%	
  of	
  social	
  media	
  users	
  in	
  the	
  region,	
  
research	
  presented	
  by	
  TNS	
  -­‐	
  at	
  the	
  Arab	
  Social	
  Media	
  Influencers	
  Summit	
  in	
  March	
  2015	
  -­‐	
  found.4
	
  
	
  
•   70%	
  of	
  Israelis	
  say	
  WhatsApp	
  is	
  the	
  “mobile	
  app	
  they	
  would	
  not	
  be	
  able	
  to	
  do	
  without.”	
  This	
  is	
  up	
  
from	
  54%	
  in	
  2013	
  -­‐	
  a	
  survey	
  by	
  Bezeq,	
  the	
  largest	
  telecommunications	
  group	
  in	
  Israel,	
  reported.5
	
  	
  
	
  
	
  
	
  Figure	
  2:	
  Top	
  3	
  social	
  media	
  platforms	
  in	
  six	
  select	
  countries,	
  Northwestern	
  University	
  in	
  Qatar	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
5	
  
5	
  
2.   	
  	
  	
  	
  	
  	
  	
  	
  	
  Facebook	
  
	
  
•   Across	
  the	
  region	
  as	
  a	
  whole,	
  however,	
  Facebook	
  continues	
  to	
  be	
  the	
  most	
  used	
  social	
  network,	
  
with	
  80m	
  users	
  at	
  the	
  start	
  of	
  2015.6
	
  There	
  are	
  12m	
  users	
  in	
  Saudi	
  Arabia	
  and	
  11m	
  in	
  Iraq.7
	
  Egypt,	
  
with	
  27m	
  Facebook	
  users,	
  continues	
  to	
  have	
  MENA’s	
  largest	
  Facebook	
  population.8
	
  
	
  
•   TNS	
  reported	
  that	
  87%	
  of	
  social	
  media	
  users	
  in	
  the	
  region	
  are	
  on	
  Facebook;	
  and	
  84%	
  of	
  these	
  
access	
  the	
  network	
  via	
  mobile	
  devices.	
  Meanwhile,	
  89%	
  of	
  MENA	
  users	
  log	
  on	
  to	
  the	
  site	
  daily.	
  
	
  
•   Northwestern	
  University	
  in	
  Qatar	
  noted	
  that	
  Facebook	
  usage	
  among	
  nationals	
  had	
  fallen	
  in	
  the	
  
past	
  year,	
  from	
  89%	
  to	
  83%,	
  possibly	
  as	
  a	
  result	
  of	
  migration	
  to	
  other	
  channels	
  such	
  as	
  Instagram.	
  	
  
	
  
•   In	
  November,	
  questions	
  were	
  asked9
	
  about	
  why	
  Facebook	
  launched	
  it’s	
  “Safety	
  Check”	
  system	
  
when	
  terrorists	
  attacked	
  Paris,	
  but	
  not	
  when	
  41	
  people	
  were	
  killed	
  in	
  Beirut	
  the	
  day	
  before.10
	
  	
  
	
  
11
	
  
	
  
Figure	
  2:	
  Facebook	
  user	
  penetration	
  by	
  %	
  of	
  social	
  media	
  users,	
  TNS	
  Arab	
  Social	
  Media	
  report	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
6	
  
6	
  
3.  	
  	
  	
  	
  	
  	
  	
  	
  	
  Instagram	
  
	
  
•   Instagram	
  now	
  has	
  25m	
  users	
  in	
  MENA12
	
  and	
  400m	
  worldwide.13
	
  Saudi	
  Arabia	
  has	
  10.7	
  million	
  
monthly	
  active	
  users,	
  while	
  there	
  are	
  2.2	
  million	
  monthly	
  users	
  in	
  UAE	
  and	
  3.2	
  million	
  in	
  Egypt.14
	
  
	
  
•   Ipsos	
  MENA	
  reported	
  in	
  2015	
  that	
  during	
  the	
  previous	
  year,	
  usage	
  of	
  the	
  network	
  across	
  their	
  
regional	
  panel	
  grew	
  +14%,	
  from	
  23%	
  -­‐	
  37%	
  of	
  panelists.15
	
  	
  
	
  
•   Instagram	
  use	
  has	
  exploded	
  among	
  Arab	
  Nationals,	
  Northwestern	
  University	
  in	
  Qatar	
  revealed,	
  
growing	
  from	
  6%	
  of	
  internet	
  users	
  in	
  2013	
  to	
  28%	
  in	
  2015,	
  across	
  their	
  six	
  nation	
  study.	
  	
  
	
   	
  
Figure	
  3+4:	
  Nationals	
  usage	
  of	
  Instagram,	
  2013-­‐‑15	
  in	
  Egypt,	
  Lebanon,	
  Qatar,	
  Saudi	
  Arabia,	
  Tunisia	
  and	
  UAE,	
  
via	
  Northwestern	
  University	
  in	
  Qatar	
  
	
  
	
  
Figure	
  5:	
  Growth	
  of	
  Instagram	
  (and	
  Snapchat)	
  among	
  Ipsos	
  MENA	
  panel	
  during	
  2014	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
7	
  
7	
  
4.  	
  	
  	
  	
  	
  	
  	
  	
  	
  Twitter	
  
	
  
•   Saudi	
  Arabia	
  and	
  UAE	
  continue	
  to	
  dominate	
  MENA’s	
  Twitter	
  market	
  (53%	
  and	
  51%	
  of	
  SM	
  users	
  in	
  
those	
  countries	
  have	
  an	
  account).	
  Usage	
  is	
  lowest	
  in	
  Libya	
  (12%)	
  and	
  Syria	
  (14%),	
  TNS	
  discovered.	
  
	
  
•   But,	
  daily	
  usage	
  is	
  highest	
  in	
  Jordan,	
  Libya,	
  Palestine	
  and	
  Syria;	
  and	
  lowest	
  in	
  Saudi	
  Arabia	
  the	
  
same	
  survey	
  found;	
  suggesting	
  that	
  despite	
  lower	
  Twitter	
  penetration,	
  users	
  are	
  more	
  active.	
  
	
  
•   45%	
  of	
  Twitter	
  users	
  are	
  aged	
  18-­‐24.	
  Only	
  a	
  quarter	
  (25%)	
  are	
  aged	
  45+,	
  Northwestern	
  University	
  
in	
  Qatar	
  noted	
  in	
  their	
  latest	
  media	
  usage	
  study.	
  
	
  
•   Saudi’s	
  Prince	
  Alwaleed	
  bin	
  Talal	
  attracted	
  criticism16
	
  after	
  seeming	
  to	
  tweet	
  an	
  offer	
  of	
  a	
  Bentley	
  
to	
  each	
  of	
  the	
  100	
  Saudi	
  pilots	
  who	
  took	
  part	
  in	
  airstrikes	
  in	
  Yemen.17
	
  The	
  tweet	
  is	
  now	
  deleted.18
	
  
	
  
	
  
Figure	
  6:	
  Percentage	
  of	
  Twitter	
  users	
  who	
  access	
  it	
  daily	
  per	
  country	
  (TNS)	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
8	
  
8	
  
5.  	
  	
  	
  	
  	
  	
  	
  	
  	
  Snapchat	
  
	
  
•   The	
  ephemeral	
  and	
  fast	
  growing	
  social	
  network	
  -­‐	
  usage	
  grew	
  from	
  3%	
  -­‐	
  12%	
  of	
  Ipsos	
  MENA’s	
  
panel	
  in	
  2014	
  -­‐	
  	
  featured	
  Mecca	
  on	
  its	
  “Live	
  Stories”	
  feed	
  during	
  Ramadan,	
  giving	
  non-­‐Muslims	
  a	
  
rare	
  insight	
  into	
  the	
  city	
  (which	
  non-­‐Muslims	
  cannot	
  visit).	
  The	
  move	
  came	
  after	
  c.300,000	
  people	
  
tweeted	
  using	
  the	
  hashtag	
  #Mecca_live	
  to	
  get	
  Snapchat	
  to	
  feature	
  the	
  Saudi	
  city	
  on	
  their	
  app.19
	
  
	
  Figure	
  7:	
  Jacqueline	
  Saleh,	
  Twitter
20
	
  
•   Earlier	
  in	
  the	
  year,	
  some	
  Snapchat	
  and	
  Twitter	
  users	
  in	
  Saudi	
  Arabia	
  used	
  #RiyadhLife	
  to	
  poke	
  
fun21
	
  at	
  life	
  in	
  the	
  capital	
  and	
  stereotypes	
  about	
  the	
  country.22
	
  	
  
	
  
Figure	
  8:	
  Examples	
  of	
  	
  #RiyadhLife	
  	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
9	
  
9	
  
6.   	
  Video	
  Content	
  
	
  
•   MENA	
  is	
  the	
  fastest	
  growing	
  consumer	
  of	
  videos	
  on	
  Facebook.	
  Consumption	
  -­‐	
  per	
  head	
  -­‐	
  of	
  Facebook	
  
embedded	
  videos	
  in	
  the	
  region	
  is	
  twice	
  the	
  global	
  average.23
	
  
	
  
•   “Turkey	
  is	
  the	
  second	
  most	
  active	
  country	
  in	
  terms	
  of	
  Periscope	
  streams,	
  according	
  to	
  social	
  analytics	
  
company	
  Sysomos.	
  And	
  three	
  of	
  its	
  cities	
  —	
  Istanbul,	
  Ankara	
  and	
  Izmir	
  —	
  are	
  among	
  the	
  top	
  10	
  cities	
  
with	
  the	
  most	
  Periscope	
  users,	
  according	
  to	
  Twitter.”	
  (Buzzfeed,	
  Sept	
  2015)24
	
  Periscope,	
  the	
  live	
  video	
  
streaming	
  app,	
  was	
  launched	
  by	
  Twitter	
  during	
  March	
  2015.25
	
  
	
  
•   Two-­‐thirds	
  (66%)	
  of	
  social	
  media	
  users	
  (based	
  on	
  a	
  TNS	
  sample	
  of	
  7,000+	
  across	
  20	
  MENA	
  countries)	
  
access	
  YouTube	
  daily.	
  Daily	
  log-­‐ons	
  are	
  highest	
  in	
  Jordan	
  (75%	
  and	
  Palestine	
  (74%).	
  
	
  
•   Among	
  Nationals,	
  YouTube	
  is	
  the	
  third	
  most	
  popular	
  social	
  channel	
  (54%	
  of	
  internet	
  users)	
  after	
  
Facebook	
  (83%)	
  and	
  WhatsApp	
  (77%).	
  Twitter	
  and	
  Viber	
  rank	
  next	
  at	
  40%	
  (Northwestern	
  in	
  Qatar).	
  
	
  
•   Growth	
  in	
  watch	
  time	
  on	
  YouTube	
  is	
  up	
  over	
  80%	
  year	
  on	
  year,	
  Google	
  data	
  shows.26
	
  	
  
	
  
The	
  top	
  trending	
  YouTube	
  videos	
  for	
  2015,	
  based	
  on	
  views,	
  shares,	
  comments	
  and	
  likes.27
	
  
1.	
  	
  	
  	
  	
  	
  	
  	
  ‫ﺓة‬‫ﻁطﻴﯿﺎﺭر‬	
  (Pilot)	
  by	
  Danyah	
  Cartoon	
  
2.	
  	
  	
  	
  	
  	
  	
  ‫ﻥن‬‫ﻓﺮﻋﻮ‬	
  	
  (Pharaoh)	
  by	
  Masameer	
  
3.	
  	
  	
  	
  	
  	
  	
  	
  The	
  Neighbours	
  /	
  	
  ‫ﻥن‬‫ﺍاﻟﺠﻴﯿﺮﺍا‬	
  by	
  Iftah	
  Ya	
  Simsim	
  
4.	
  	
  	
  	
  	
  	
  	
  Mother’s	
  Day	
  /	
  ‫ﺪ‬‫ﻋﻴﯿ‬ ‫ﺍاﻷﻡم‬	
  by	
  Shady	
  Srour	
  
5.	
  	
  	
  	
  	
  	
  	
  ‫ﺞ‬‫ﺍاﻟﻤﺰﻋ‬	
  (Spam)	
  by	
  Eysh	
  Elly	
  
6.	
  	
  	
  	
  	
  	
  	
  Temsa7ly	
  /	
  ‫ﺔ‬‫ﺍاﻟﺮﺍاﺗﺒﻴﯿ‬ ‫ﺍاﻟﺸﻴﯿﻼﻟﻴﯿﺔ‬	
  (Crocodile	
  Episode	
  92)	
  by	
  Temsa7	
  
7.	
  	
  	
  	
  	
  	
  	
  ‫ﺔ‬‫ﺿﺮﺑ‬ ‫ﺣﺮﺓة‬	
  	
  (Free	
  kick)	
  by	
  Sa7i	
  
8.	
  	
  	
  	
  	
  	
  	
  ‫ﻱي‬‫ﺃأﺑﺮ‬ ‫ﺫذﻣﺘﻲ‬	
  (My	
  Conscience)	
  by	
  SceenTV	
  
9.	
  	
  	
  	
  	
  	
  	
  Morning	
  Routine	
  /	
  	
  ‫ﻲ‬‫ﺭرﻭوﺗﻴﯿﻨ‬ ‫ﺍاﻟﺼﺒﺎﺣﻲ‬ ‫ﻟﻠﻤﺪﺭرﺳﺔ‬	
  by	
  Hayla	
  TV	
  
10.	
  	
  	
  Bean	
  Boozled	
  Challenge	
  /	
  ‫ﻱي‬‫ﺣﺪ‬ ‫ﺍاﻟﺤﻼﻭوﺓة‬ ‫ﺍاﻟﻤﻌﻔﻨﺔ‬	
  	
  by	
  d7oomy999	
  
	
  
Figure	
  9:	
  Images	
  from	
  some	
  of	
  the	
  regions	
  most	
  popular	
  YouTube	
  videos	
  in	
  2015	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
10	
  
10	
  
7.	
   	
  Social	
  Media	
  and	
  Digital	
  News	
  consumption	
  
	
  
•   41%	
  of	
  Arab	
  Youth	
  say	
  they	
  use	
  Facebook	
  to	
  share	
  news	
  articles	
  with	
  friends	
  and	
  family,	
  reports	
  the	
  
annual	
  Arab	
  Youth	
  Survey.28
	
  75%	
  read	
  news	
  online	
  each	
  week,	
  just	
  behind	
  TV	
  news	
  viewing	
  (79%).	
  	
  	
  	
  
	
  
•   Younger	
  audiences	
  value	
  –	
  and	
  trust	
  –	
  social	
  media	
  as	
  a	
  source	
  of	
  news	
  more	
  than	
  older	
  audiences.	
  
Northwestern	
  University	
  revealed	
  53%	
  of	
  18-­‐24s	
  consider	
  social	
  media	
  reliable	
  vs.	
  30%	
  of	
  those	
  45+.	
  
	
  
•   This	
  year	
  the	
  Wall	
  Street	
  Journal’s	
  	
  Ahmed	
  Al	
  Omran	
  	
  hit	
  100k	
  Twitter	
  followers	
  (he’s	
  now	
  at	
  114k),	
  
reflecting	
  the	
  rising	
  importance	
  of	
  social	
  as	
  a	
  news	
  source	
  both	
  inside	
  –	
  and	
  outside	
  –	
  the	
  region.	
  
	
  
Figure	
  10:	
  Importance	
  of	
  news	
  sources,	
  Northwestern	
  University	
  	
  
	
  
Figure	
  11:	
  Sarah	
  Marshall,	
  Twitter29	
  	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
11	
  
11	
  
8.	
  	
   	
  Youth	
  
	
  
•   TV	
  remains	
  the	
  most	
  popular	
  news	
  source	
  for	
  Arab	
  Youth	
  (60%),	
  followed	
  by	
  online	
  (40%).	
  	
  
Family	
  and	
  friends	
  are	
  more	
  popular	
  news	
  sources	
  than	
  social,	
  newspapers	
  and	
  radio.	
  	
  
	
  
•   Direct	
  messaging	
  apps	
  –	
  like	
  WhatsApp	
  and	
  Viber	
  –	
  are	
  popular	
  across	
  all	
  age	
  groups;	
  whereas	
  
the	
  leading	
  networks	
  –	
  Facebook,	
  YouTube	
  and	
  Twitter	
  –	
  tend	
  to	
  skew	
  young.30
	
  
	
  
•   Social	
  Media	
  aside,	
  the	
  16	
  country	
  Arab	
  Youth	
  Study	
  revealed	
  the	
  ubiquitous	
  nature	
  of	
  digital	
  
technology	
  among	
  this	
  cohort.	
  82%	
  of	
  young	
  Arabs	
  use	
  the	
  web	
  daily.	
  77%	
  own	
  a	
  smartphone.	
  	
  
	
  
Figure	
  12:	
  Where	
  do	
  you	
  get	
  your	
  news	
  from?	
  Arab	
  Youth	
  Study	
  
	
  
	
  
Figure	
  13:	
  Age	
  profile	
  of	
  Top	
  5	
  social	
  platforms	
  in	
  Egypt,	
  Lebanon,	
  Qatar	
  Saudi	
  Arabia,	
  Tunisia	
  and	
  UAE,	
  
Northwestern	
  University	
  in	
  Qatar	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
12	
  
12	
  
9.	
  	
   	
  ISIS	
  	
  
•   A	
  Brookings	
  Institute	
  study,	
  “The	
  ISIS	
  Twitter	
  Census,”	
  reported31
	
  at	
  least	
  46,000	
  Twitter	
  accounts	
  
were	
  used	
  by	
  ISIS	
  supporters,	
  with	
  Saudi	
  Arabia	
  home	
  to	
  the	
  largest	
  number	
  of	
  pro-­‐ISIS	
  accounts.32
	
  
	
  
•   Saturday	
  Night	
  Live33
	
  and	
  social	
  media	
  users	
  in	
  the	
  region,	
  created	
  various	
  parody	
  videos	
  mocking	
  
Islamic	
  State.	
  34
	
  Muslims	
  also	
  used	
  Twitter	
  to	
  respond	
  with	
  humour	
  to	
  ISIS’	
  call	
  “to	
  join	
  the	
  fight.”35
	
  
•   In	
  December,	
  some	
  social	
  media	
  users	
  also	
  took	
  to	
  Twitter36
	
  using	
  the	
  #SueMeSaudi	
  hashtag	
  to	
  draw	
  
parallels	
  between	
  Saudi	
  Arabia	
  and	
  ISIS,	
  with	
  particular	
  emphasis	
  on	
  their	
  use	
  of	
  capital	
  punishment.37
	
  	
  
Figure	
  14:	
  Image	
  via	
  BBC	
  Breaking38
	
  
Figure	
  15:	
  Claimed	
  locations	
  of	
  pro-­‐‑ISIS	
  Twitter	
  accounts.	
  Image	
  via	
  The	
  Brookings	
  Institute39	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
13	
  
13	
  
10.	
  	
   Freedom	
  of	
  Expression	
  
	
  
•   The	
  Pew	
  Research	
  Center	
  found	
  less	
  support	
  in	
  the	
  Middle	
  East	
  than	
  other	
  regions	
  around	
  the	
  
idea	
  that	
  “people	
  can	
  say	
  what	
  they	
  want….	
  without	
  state/gov	
  censorship.”40
	
  Of	
  the	
  38	
  nations	
  
studied,	
  Palestinians	
  were	
  among	
  the	
  least	
  likely	
  to	
  say	
  “freedom	
  of	
  expression	
  is	
  very	
  important.”	
  
A	
  median	
  of	
  74%	
  across	
  five	
  Middle	
  Eastern	
  countries	
  said	
  people	
  should	
  be	
  able	
  to	
  complain	
  
publicly	
  about	
  the	
  government.	
  However,	
  In	
  Turkey	
  (39%)	
  and	
  Jordan	
  (26%)	
  significant	
  numbers	
  
said	
  the	
  government	
  should	
  be	
  able	
  to	
  prevent	
  people	
  from	
  being	
  critical	
  of	
  the	
  state.41
	
  	
  
	
  	
  
•   Twitter	
  received	
  the	
  most	
  content	
  removal	
  requests	
  globally	
  from	
  the	
  Turkish	
  government,	
  their	
  
transparency	
  report	
  (published	
  in	
  February	
  2015)	
  revealed.	
  Turkey	
  submitted	
  477	
  take-­‐down	
  
requests	
  between	
  July	
  1	
  –	
  December	
  31	
  2014,	
  more	
  than	
  all	
  other	
  countries	
  combined	
  (796	
  global	
  
total).42
	
  The	
  country’s	
  relationship	
  with	
  social	
  media	
  remains	
  “complicated.”43
	
  	
  
	
  
•   Egyptian	
  Doctors	
  took	
  to	
  Facebook44
	
  to	
  highlight	
  poor	
  conditions	
  in	
  state	
  hospitals.	
  The	
  graphic	
  
photos,	
  the	
  New	
  York	
  Times	
  noted,	
  include	
  images	
  of	
  patients	
  “surrounded	
  by	
  filth,	
  stray	
  cats,	
  
sewage,	
  rodent	
  droppings	
  and	
  snakes.”45
	
  	
  (Be	
  advised	
  some	
  of	
  these	
  photos	
  are	
  very	
  unpleasant.)	
  
	
  
•   Saudi	
  Arabia's	
  Supreme	
  Court	
  upheld	
  the	
  sentence	
  of	
  1,000	
  lashes	
  and	
  10	
  years	
  imposed	
  on	
  
blogger	
  Raif	
  Badawi,46
	
  following	
  a	
  2012	
  arrest	
  for	
  "insulting	
  Islam	
  through	
  electronic	
  channels."47
	
  	
  
•   An	
  American	
  expat	
  was	
  arrested	
  in	
  March	
  after	
  a	
  “Facebook	
  rant”	
  about	
  his	
  employer	
  in	
  the	
  
United	
  Arab	
  Emirates.	
  Although	
  he	
  posted	
  the	
  comments	
  while	
  in	
  the	
  US,	
  he	
  was	
  arrested	
  when	
  
he	
  returned	
  to	
  	
  the	
  UAE.48
	
  
	
  
	
  
	
  Figure	
  16:	
  Data	
  via	
  Pew	
  Research	
  Center
49
	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
14	
  
14	
  
Further	
  Reading	
  
	
  
	
  
Selected	
  research	
  recommendations:	
  
	
  
•   We	
  Are	
  Social:	
  Digital,	
  Social	
  &	
  Mobile	
  in	
  2015	
  (Jan	
  2015)	
  
•   WPP	
  /	
  TNS:	
  The	
  Arab	
  Social	
  Media	
  Report	
  2015	
  (March	
  2015)	
  	
  
•   Arab	
  Youth	
  Survey	
  2015:	
  Presentation,	
  White	
  Paper,	
  Top	
  10	
  Findings	
  	
  (April	
  2015)	
  
•   Northwestern	
  University	
  in	
  Qatar:	
  mideastmedia.org	
  	
  (April	
  2015)	
  
•   Pew	
  Research	
  Center:	
  Global	
  Support	
  for	
  Principle	
  of	
  Free	
  Expression,	
  but	
  Opposition	
  to	
  Some	
  
Forms	
  of	
  Speech	
  (Nov	
  2015)	
  
•   Damian	
  Radcliffe:	
  Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2014	
  (Jan	
  2015)	
  
(also	
  available	
  on	
  Scribd,	
  SlideShare	
  and	
  Academia.edu)	
  
	
  
	
  
	
  
Please	
  also	
  see	
  previous	
  annual	
  round-­‐ups	
  which	
  were	
  produced	
  whilst	
  I	
  worked	
  for	
  Qatar’s	
  Ministry	
  of	
  
Information	
  and	
  Communications	
  Technology	
  (ictQATAR):	
  
	
  
•   Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2013	
  (English,	
  Arabic)	
  	
  
•   Social	
  Media	
  in	
  the	
  MENA	
  –	
  2012	
  Review	
  (English,	
  Arabic)	
  
	
  
	
  
	
  
	
  
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  by	
  Damian	
  Radcliffe	
  is	
  licensed	
  under	
  
	
  a	
  Creative	
  Commons	
  Attribution-­‐NonCommercial-­‐ShareAlike	
  4.0	
  International	
  License.	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
 
	
  
Social	
  Media	
  in	
  the	
  Middle	
  East:	
  The	
  Story	
  of	
  2015	
  	
  	
  	
  	
  	
  	
  	
  	
  Damian	
  Radcliffe	
  
	
  
15	
  
15	
  
Endnotes	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
1
	
  See:	
  https://www.washingtonpost.com/world/national-­‐security/islamic-­‐states-­‐embrace-­‐of-­‐social-­‐media-­‐puts-­‐tech-­‐companies-­‐in-­‐a-­‐
bind/2015/07/15/0e5624c4-­‐169c-­‐11e5-­‐89f3-­‐61410da94eb1_story.html,	
  http://fortune.com/2015/12/10/why-­‐the-­‐social-­‐media-­‐giants-­‐cant-­‐ever-­‐
wipe-­‐out-­‐isis-­‐propaganda/	
  and	
  others.	
  	
  
2
	
  http://www.slideshare.net/wearesocialsg/digital-­‐social-­‐mobile-­‐in-­‐2015/26-­‐We_Are_Social_wearesocialsg_26SOCIAL	
  	
  
3
	
  http://www.mideastmedia.org/2015/chapter/social-­‐media.html#subchapter2	
  	
  
4
	
  https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwiG4-­‐
itiq3KAhUMzWMKHQitDFsQFggdMAA&url=http%3A%2F%2Fwww.wpp.com%2Fgovtpractice%2F~%2Fmedia%2Fwppgov%2Ffiles%2Farabsocialmedi
areport-­‐2015.pdf&usg=AFQjCNGQMdOeATiLkDmuh2XMtoqL_jlzzw&sig2=eEe7kvwUSZaXVOpn4x6NGg&cad=rja	
  	
  
5
	
  http://www.jpost.com/Israel-­‐News/Survey-­‐Israelis-­‐addicted-­‐to-­‐Whatsapp-­‐dont-­‐pay-­‐for-­‐streaming-­‐movies-­‐385980	
  	
  
6
	
  http://www.emirates247.com/business/technology/more-­‐facebook-­‐addicts-­‐in-­‐uae-­‐compared-­‐to-­‐global-­‐average-­‐2015-­‐03-­‐18-­‐1.584646	
  	
  
7
	
  http://www.internetworldstats.com/stats5.htm	
  	
  
8
	
  http://www.internetworldstats.com/stats1.htm	
  	
  
9
	
  https://stepfeed.com/more-­‐categories/big-­‐news/social-­‐media-­‐users-­‐question-­‐why-­‐beirut-­‐doesnt-­‐get-­‐facebook-­‐safety-­‐check/	
  and	
  
http://money.cnn.com/2015/11/15/technology/paris-­‐attacks-­‐facebook-­‐safety-­‐check/	
  +	
  others.	
  
10
	
  http://www.bbc.com/news/world-­‐middle-­‐east-­‐34805466	
  	
  
11
	
  http://allfacebook.com/northwestern-­‐university-­‐qatar-­‐doha-­‐film-­‐institute-­‐middle-­‐east-­‐study_b131129	
  	
  
12
	
  https://www.linkedin.com/pulse/influence-­‐visual-­‐storytelling-­‐rise-­‐instagram-­‐middle-­‐east-­‐ema-­‐linaker	
  	
  
13
	
  https://www.searchenginejournal.com/instagram-­‐sees-­‐record-­‐gains-­‐hits-­‐400-­‐million-­‐user-­‐milestone/141756/	
  	
  
14
	
  https://stepfeed.com/business/media-­‐advertising/the-­‐middle-­‐easts-­‐love-­‐for-­‐instagram-­‐including-­‐its-­‐adverts/	
  	
  
15
	
  http://www.slideshare.net/IpsosMENA/digital-­‐media-­‐forum-­‐2015	
  -­‐	
  2014	
  data	
  presented	
  in	
  mid-­‐2015.	
  
16
	
  http://english.alarabiya.net/en/media/digital/2015/04/23/Saudi-­‐prince-­‐s-­‐Bentley-­‐pledge-­‐to-­‐fighter-­‐pilots-­‐gets-­‐global-­‐coverage.html	
  	
  
17
	
  http://www.bbc.com/news/blogs-­‐trending-­‐32417773	
  	
  
18
	
  https://twitter.com/Othmanbay/status/590844910661697536	
  	
  
19
	
  http://www.bbc.com/news/blogs-­‐trending-­‐33478729	
  	
  
20
	
  https://twitter.com/adoomy4life/status/620809813652541440	
  	
  
21
	
  http://english.alarabiya.net/en/media/2015/04/20/Hilarious-­‐RiyadhLife-­‐snapchats-­‐trend-­‐as-­‐users-­‐laugh-­‐off-­‐stereotypes.html	
  	
  
22
	
  http://knowyourmeme.com/memes/riyadh-­‐life	
  	
  
23
	
  http://m.dubaiprnetwork.com/pr.asp?pr=99891	
  data	
  provided	
  by	
  Facebook.	
  
24
	
  http://www.buzzfeed.com/alexkantrowitz/why-­‐periscope-­‐is-­‐going-­‐wild-­‐in-­‐turkey#.mvNgQR9nBj	
  	
  
25
	
  https://blog.twitter.com/2015/introducing-­‐periscope	
  	
  
26
	
  Via	
  email	
  from	
  Momina	
  Chaudhry,	
  Memac	
  Ogilvy.	
  Also	
  available	
  in	
  Arabic	
  at:	
  http://google-­‐arabia.blogspot.ae/2015/12/youtube.html	
  	
  
27
	
  http://google-­‐arabia.blogspot.ae/2015/12/youtube.html	
  -­‐	
  translations	
  via	
  Google	
  Translate.	
  
28
	
  http://www.arabyouthsurvey.com/	
  	
  
29
	
  https://twitter.com/sarahmarshall/status/593529945529274369	
  	
  
30
	
  http://www.mideastmedia.org/2015/chapter/social-­‐media.html#subchapter1	
  	
  
31
	
  http://www.brookings.edu/research/papers/2015/03/isis-­‐twitter-­‐census-­‐berger-­‐morgan	
  	
  
32
	
  https://www.washingtonpost.com/world/national-­‐security/in-­‐a-­‐propaganda-­‐war-­‐us-­‐tried-­‐to-­‐play-­‐by-­‐the-­‐enemys-­‐rules/2015/05/08/6eb6b732-­‐
e52f-­‐11e4-­‐81ea-­‐0649268f729e_story.html	
  	
  
33
	
  https://www.youtube.com/watch?v=_L2fazw5Y9k&app=desktop	
  	
  
34
	
  http://america.aljazeera.com/articles/2015/3/2/SNL-­‐parody-­‐of-­‐isil-­‐made-­‐headlines-­‐but-­‐its-­‐far-­‐from-­‐original.html	
  	
  
35
	
  https://twitter.com/iyad_elbaghdadi/status/680776223606333440	
  	
  
36
	
  http://www.bbc.com/news/blogs-­‐trending-­‐34966066	
  	
  
37
	
  http://www.dailymail.co.uk/news/article-­‐3340697/SueMeSaudi-­‐hashtag-­‐taunting-­‐Arabian-­‐nation-­‐threatening-­‐legal-­‐action-­‐comparisons-­‐ISIS-­‐
beheading-­‐executions-­‐sweeps-­‐Twitter.html	
  	
  
38
	
  http://www.bbc.com/news/blogs-­‐trending-­‐34966066	
  	
  
39
	
  http://www.brookings.edu/research/papers/2015/03/isis-­‐twitter-­‐census-­‐berger-­‐morgan	
  	
  
40
	
  http://www.pewglobal.org/2015/11/18/global-­‐support-­‐for-­‐principle-­‐of-­‐free-­‐expression-­‐but-­‐opposition-­‐to-­‐some-­‐forms-­‐of-­‐speech/	
  	
  
41
	
  http://www.pewglobal.org/files/2015/11/Pew-­‐Research-­‐Center-­‐Democracy-­‐Report-­‐FINAL-­‐November-­‐18-­‐2015.pdf	
  	
  
42
	
  http://www.statista.com/chart/3217/twitter-­‐content-­‐removal-­‐requests/	
  	
  
43
	
  http://www.bbc.co.uk/blogs/collegeofjournalism/entries/738f63e8-­‐b73e-­‐45f8-­‐8700-­‐620808b9d45e	
  and	
  
http://www.digitalnewsreport.org/essays/2015/how-­‐turkey-­‐uses-­‐social-­‐media/	
  	
  
44
	
  https://www.facebook.com/lawgehnosurprise/photos_stream	
  	
  
45
	
  http://www.nytimes.com/2015/06/13/world/middleeast/egyptian-­‐doctors-­‐shame-­‐government-­‐with-­‐facebook-­‐images-­‐of-­‐filthy-­‐state-­‐run-­‐
hospitals.html?_r=0	
  	
  
46
	
  http://www.independent.co.uk/news/world/middle-­‐east/saudi-­‐arabia-­‐upholds-­‐blogger-­‐raif-­‐badawis-­‐sentence-­‐of-­‐1000-­‐lashes-­‐and-­‐10-­‐years-­‐in-­‐
jail-­‐10303069.html	
  	
  
47
	
  http://www.bbc.com/news/world-­‐middle-­‐east-­‐33039815	
  	
  
48
	
  http://www.bbc.com/news/technology-­‐31692914	
  	
  
49
	
  http://www.pewglobal.org/2015/11/18/global-­‐support-­‐for-­‐principle-­‐of-­‐free-­‐expression-­‐but-­‐opposition-­‐to-­‐some-­‐forms-­‐of-­‐speech/	
  	
  

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Social Media in the Middle East: The story of 2015

  • 1. Social  Media  in  the  Middle  East:  The  Story  of  2015           Damian  Radcliffe   January  2016  
  • 2.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     2   2     Table  of  Contents     Introduction  and  Market  Context  .....................................................................................................  3   1.   WhatsApp  .................................................................................................................................  4   2.   Facebook  ..................................................................................................................................  5   3.   Instagram  ..................................................................................................................................  6   4.   Twitter  ......................................................................................................................................  7   5.   Snapchat  ...................................................................................................................................  8   6.   Video  Content  ...........................................................................................................................  9   7.    Social  Media  and  Digital  News  consumption  ..........................................................................  10   8.      Youth  .....................................................................................................................................  11   9.      ISIS  .........................................................................................................................................  12   10.     Freedom  of  Expression  ............................................................................................................  13   Further  Reading  ..............................................................................................................................  14   Endnotes  ........................................................................................................................................  15     About  the  Author     Damian  Radcliffe  is  the  Carolyn  S.  Chambers  Professor  in  Journalism  at  the  University  of  Oregon.       He  is  also  an  Honorary  Research  Fellow  at  the  Cardiff  School  of  Journalism,  Media  and  Cultural  Studies,  the   UK’s  oldest  journalism  school;  and  a  Fellow  of  the  Royal  Society  for  the  encouragement  of  Arts,   Manufactures  and  Commerce  (RSA).     Over  the  past  twenty  years  Damian  has  worked  –  and  written  -­‐  for  some  of  the  world’s  largest  media   brands  including  the  BBC,  the  Guardian  newspaper  and  The  Huffington  Post.  Since  December  2013  he  has   written  a  monthly  column  on  tech,  IT  and  telecoms  in  the  Middle  East  for  CBS  Interactive  /  ZDNet.     Between  2012-­‐14  he  ran  the  Internet  and  Society  (Rassed)  research  programme  at  Qatar’s  Ministry  of   Information  and  Communications  Technology  (ictQATAR),  exploring  the  impact  of  the  internet  on  society.   The  Rassed  research  has  been  viewed  over  270,000  times  on  LinkedIn’s  SlideShare  platform  alone.       Other  previous  employers  include  Ofcom  (the  UK  Communications  Regulator)  and  the  BBC.       You  can  view  Damian’s  extensive  writing  and  research  portfolio  at:  www.damianradcliffe.com  and  he   tweets  @damianradcliffe.  You  can  contact  him  through  those  channels  or  damian.radcliffe@gmail.com  
  • 3.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     3   3     Introduction  and  Market  Context     This  report  is  the  fourth  in  a  series  of  annual  reports  designed  to  capture  some  of  the  key  developments  in   the  world  of  social  media  -­‐  within  the  Middle  East  -­‐  during  the  past  twelve  months.  Interest  in  this  field,   which  was  first  unlocked  by  the  Arab  Spring,  continues  to  attract  researchers,  marketers  and  businesses.     The  reasons  for  this  are  multiple:  the  region’s  “youth  bulge”  makes  the  market  attractive  for  anyone   seeking  to  attract  a  young  tech-­‐savvy  audience,  meanwhile  the  growth  of  ISIS  –  and  their  use  of  social   media  –  continues  to  pose  challenging  questions  for  policy  makers  and  freedom  of  speech  advocates.1   These  developments  play  out  against  a  diverse  backdrop,  and  this  diversity  results  in  wide  variances  in   usage  of  social  media  and  other  digital  technologies;  with  particular  differences  between  the  Gulf  region   and  North  Africa.  In  aggregate,  regional  usage  of  social  media  continues  to  be  behind  the  global  average.   Whatever  else  happens  in  2016,  this  will  continue  to  be  a  region  where  the  rise  of  social  will  continue  to   attract  considerable  interest,  not  least  because  of  the  digital,  socio-­‐economic  and  political  implications   which  these  platforms  can  unlock.  As  these  annual  reviews  show,  this  is  an  arena  which  does  not  stand  still.     As  ever,  I  hope  you  find  this  annual  round-­‐up  as  interesting  and  useful  as  I  do.     Damian  Radcliffe,  January  2016     Figure  1:  Social  Media  Regional  Overview,  via  We  Are  Social 2  
  • 4.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     4   4   1.            WhatsApp       •   WhatsApp,  the  popular  messaging  service,  is  now  the  leading  social  media  platform  in  Lebanon,   Qatar,  Saudi  Arabia  and  UAE,  according  to  data  from  Northwestern  University  in  Qatar.3     The  network  was  purchased  by  Facebook  in  2014  for  $19  billion.  Facebook  also  owns  Instagram.     •   WhatsApp  is  also  the  preferred  social  media  channel  for  41%  of  social  media  users  in  the  region,   research  presented  by  TNS  -­‐  at  the  Arab  Social  Media  Influencers  Summit  in  March  2015  -­‐  found.4     •   70%  of  Israelis  say  WhatsApp  is  the  “mobile  app  they  would  not  be  able  to  do  without.”  This  is  up   from  54%  in  2013  -­‐  a  survey  by  Bezeq,  the  largest  telecommunications  group  in  Israel,  reported.5          Figure  2:  Top  3  social  media  platforms  in  six  select  countries,  Northwestern  University  in  Qatar  
  • 5.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     5   5   2.                    Facebook     •   Across  the  region  as  a  whole,  however,  Facebook  continues  to  be  the  most  used  social  network,   with  80m  users  at  the  start  of  2015.6  There  are  12m  users  in  Saudi  Arabia  and  11m  in  Iraq.7  Egypt,   with  27m  Facebook  users,  continues  to  have  MENA’s  largest  Facebook  population.8     •   TNS  reported  that  87%  of  social  media  users  in  the  region  are  on  Facebook;  and  84%  of  these   access  the  network  via  mobile  devices.  Meanwhile,  89%  of  MENA  users  log  on  to  the  site  daily.     •   Northwestern  University  in  Qatar  noted  that  Facebook  usage  among  nationals  had  fallen  in  the   past  year,  from  89%  to  83%,  possibly  as  a  result  of  migration  to  other  channels  such  as  Instagram.       •   In  November,  questions  were  asked9  about  why  Facebook  launched  it’s  “Safety  Check”  system   when  terrorists  attacked  Paris,  but  not  when  41  people  were  killed  in  Beirut  the  day  before.10       11     Figure  2:  Facebook  user  penetration  by  %  of  social  media  users,  TNS  Arab  Social  Media  report  
  • 6.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     6   6   3.                    Instagram     •   Instagram  now  has  25m  users  in  MENA12  and  400m  worldwide.13  Saudi  Arabia  has  10.7  million   monthly  active  users,  while  there  are  2.2  million  monthly  users  in  UAE  and  3.2  million  in  Egypt.14     •   Ipsos  MENA  reported  in  2015  that  during  the  previous  year,  usage  of  the  network  across  their   regional  panel  grew  +14%,  from  23%  -­‐  37%  of  panelists.15       •   Instagram  use  has  exploded  among  Arab  Nationals,  Northwestern  University  in  Qatar  revealed,   growing  from  6%  of  internet  users  in  2013  to  28%  in  2015,  across  their  six  nation  study.         Figure  3+4:  Nationals  usage  of  Instagram,  2013-­‐‑15  in  Egypt,  Lebanon,  Qatar,  Saudi  Arabia,  Tunisia  and  UAE,   via  Northwestern  University  in  Qatar       Figure  5:  Growth  of  Instagram  (and  Snapchat)  among  Ipsos  MENA  panel  during  2014  
  • 7.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     7   7   4.                    Twitter     •   Saudi  Arabia  and  UAE  continue  to  dominate  MENA’s  Twitter  market  (53%  and  51%  of  SM  users  in   those  countries  have  an  account).  Usage  is  lowest  in  Libya  (12%)  and  Syria  (14%),  TNS  discovered.     •   But,  daily  usage  is  highest  in  Jordan,  Libya,  Palestine  and  Syria;  and  lowest  in  Saudi  Arabia  the   same  survey  found;  suggesting  that  despite  lower  Twitter  penetration,  users  are  more  active.     •   45%  of  Twitter  users  are  aged  18-­‐24.  Only  a  quarter  (25%)  are  aged  45+,  Northwestern  University   in  Qatar  noted  in  their  latest  media  usage  study.     •   Saudi’s  Prince  Alwaleed  bin  Talal  attracted  criticism16  after  seeming  to  tweet  an  offer  of  a  Bentley   to  each  of  the  100  Saudi  pilots  who  took  part  in  airstrikes  in  Yemen.17  The  tweet  is  now  deleted.18       Figure  6:  Percentage  of  Twitter  users  who  access  it  daily  per  country  (TNS)  
  • 8.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     8   8   5.                    Snapchat     •   The  ephemeral  and  fast  growing  social  network  -­‐  usage  grew  from  3%  -­‐  12%  of  Ipsos  MENA’s   panel  in  2014  -­‐    featured  Mecca  on  its  “Live  Stories”  feed  during  Ramadan,  giving  non-­‐Muslims  a   rare  insight  into  the  city  (which  non-­‐Muslims  cannot  visit).  The  move  came  after  c.300,000  people   tweeted  using  the  hashtag  #Mecca_live  to  get  Snapchat  to  feature  the  Saudi  city  on  their  app.19    Figure  7:  Jacqueline  Saleh,  Twitter 20   •   Earlier  in  the  year,  some  Snapchat  and  Twitter  users  in  Saudi  Arabia  used  #RiyadhLife  to  poke   fun21  at  life  in  the  capital  and  stereotypes  about  the  country.22       Figure  8:  Examples  of    #RiyadhLife    
  • 9.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     9   9   6.    Video  Content     •   MENA  is  the  fastest  growing  consumer  of  videos  on  Facebook.  Consumption  -­‐  per  head  -­‐  of  Facebook   embedded  videos  in  the  region  is  twice  the  global  average.23     •   “Turkey  is  the  second  most  active  country  in  terms  of  Periscope  streams,  according  to  social  analytics   company  Sysomos.  And  three  of  its  cities  —  Istanbul,  Ankara  and  Izmir  —  are  among  the  top  10  cities   with  the  most  Periscope  users,  according  to  Twitter.”  (Buzzfeed,  Sept  2015)24  Periscope,  the  live  video   streaming  app,  was  launched  by  Twitter  during  March  2015.25     •   Two-­‐thirds  (66%)  of  social  media  users  (based  on  a  TNS  sample  of  7,000+  across  20  MENA  countries)   access  YouTube  daily.  Daily  log-­‐ons  are  highest  in  Jordan  (75%  and  Palestine  (74%).     •   Among  Nationals,  YouTube  is  the  third  most  popular  social  channel  (54%  of  internet  users)  after   Facebook  (83%)  and  WhatsApp  (77%).  Twitter  and  Viber  rank  next  at  40%  (Northwestern  in  Qatar).     •   Growth  in  watch  time  on  YouTube  is  up  over  80%  year  on  year,  Google  data  shows.26       The  top  trending  YouTube  videos  for  2015,  based  on  views,  shares,  comments  and  likes.27   1.                ‫ﺓة‬‫ﻁطﻴﯿﺎﺭر‬  (Pilot)  by  Danyah  Cartoon   2.              ‫ﻥن‬‫ﻓﺮﻋﻮ‬    (Pharaoh)  by  Masameer   3.                The  Neighbours  /    ‫ﻥن‬‫ﺍاﻟﺠﻴﯿﺮﺍا‬  by  Iftah  Ya  Simsim   4.              Mother’s  Day  /  ‫ﺪ‬‫ﻋﻴﯿ‬ ‫ﺍاﻷﻡم‬  by  Shady  Srour   5.              ‫ﺞ‬‫ﺍاﻟﻤﺰﻋ‬  (Spam)  by  Eysh  Elly   6.              Temsa7ly  /  ‫ﺔ‬‫ﺍاﻟﺮﺍاﺗﺒﻴﯿ‬ ‫ﺍاﻟﺸﻴﯿﻼﻟﻴﯿﺔ‬  (Crocodile  Episode  92)  by  Temsa7   7.              ‫ﺔ‬‫ﺿﺮﺑ‬ ‫ﺣﺮﺓة‬    (Free  kick)  by  Sa7i   8.              ‫ﻱي‬‫ﺃأﺑﺮ‬ ‫ﺫذﻣﺘﻲ‬  (My  Conscience)  by  SceenTV   9.              Morning  Routine  /    ‫ﻲ‬‫ﺭرﻭوﺗﻴﯿﻨ‬ ‫ﺍاﻟﺼﺒﺎﺣﻲ‬ ‫ﻟﻠﻤﺪﺭرﺳﺔ‬  by  Hayla  TV   10.      Bean  Boozled  Challenge  /  ‫ﻱي‬‫ﺣﺪ‬ ‫ﺍاﻟﺤﻼﻭوﺓة‬ ‫ﺍاﻟﻤﻌﻔﻨﺔ‬    by  d7oomy999     Figure  9:  Images  from  some  of  the  regions  most  popular  YouTube  videos  in  2015  
  • 10.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     10   10   7.    Social  Media  and  Digital  News  consumption     •   41%  of  Arab  Youth  say  they  use  Facebook  to  share  news  articles  with  friends  and  family,  reports  the   annual  Arab  Youth  Survey.28  75%  read  news  online  each  week,  just  behind  TV  news  viewing  (79%).           •   Younger  audiences  value  –  and  trust  –  social  media  as  a  source  of  news  more  than  older  audiences.   Northwestern  University  revealed  53%  of  18-­‐24s  consider  social  media  reliable  vs.  30%  of  those  45+.     •   This  year  the  Wall  Street  Journal’s    Ahmed  Al  Omran    hit  100k  Twitter  followers  (he’s  now  at  114k),   reflecting  the  rising  importance  of  social  as  a  news  source  both  inside  –  and  outside  –  the  region.     Figure  10:  Importance  of  news  sources,  Northwestern  University       Figure  11:  Sarah  Marshall,  Twitter29    
  • 11.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     11   11   8.      Youth     •   TV  remains  the  most  popular  news  source  for  Arab  Youth  (60%),  followed  by  online  (40%).     Family  and  friends  are  more  popular  news  sources  than  social,  newspapers  and  radio.       •   Direct  messaging  apps  –  like  WhatsApp  and  Viber  –  are  popular  across  all  age  groups;  whereas   the  leading  networks  –  Facebook,  YouTube  and  Twitter  –  tend  to  skew  young.30     •   Social  Media  aside,  the  16  country  Arab  Youth  Study  revealed  the  ubiquitous  nature  of  digital   technology  among  this  cohort.  82%  of  young  Arabs  use  the  web  daily.  77%  own  a  smartphone.       Figure  12:  Where  do  you  get  your  news  from?  Arab  Youth  Study       Figure  13:  Age  profile  of  Top  5  social  platforms  in  Egypt,  Lebanon,  Qatar  Saudi  Arabia,  Tunisia  and  UAE,   Northwestern  University  in  Qatar  
  • 12.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     12   12   9.      ISIS     •   A  Brookings  Institute  study,  “The  ISIS  Twitter  Census,”  reported31  at  least  46,000  Twitter  accounts   were  used  by  ISIS  supporters,  with  Saudi  Arabia  home  to  the  largest  number  of  pro-­‐ISIS  accounts.32     •   Saturday  Night  Live33  and  social  media  users  in  the  region,  created  various  parody  videos  mocking   Islamic  State.  34  Muslims  also  used  Twitter  to  respond  with  humour  to  ISIS’  call  “to  join  the  fight.”35   •   In  December,  some  social  media  users  also  took  to  Twitter36  using  the  #SueMeSaudi  hashtag  to  draw   parallels  between  Saudi  Arabia  and  ISIS,  with  particular  emphasis  on  their  use  of  capital  punishment.37     Figure  14:  Image  via  BBC  Breaking38   Figure  15:  Claimed  locations  of  pro-­‐‑ISIS  Twitter  accounts.  Image  via  The  Brookings  Institute39  
  • 13.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     13   13   10.     Freedom  of  Expression     •   The  Pew  Research  Center  found  less  support  in  the  Middle  East  than  other  regions  around  the   idea  that  “people  can  say  what  they  want….  without  state/gov  censorship.”40  Of  the  38  nations   studied,  Palestinians  were  among  the  least  likely  to  say  “freedom  of  expression  is  very  important.”   A  median  of  74%  across  five  Middle  Eastern  countries  said  people  should  be  able  to  complain   publicly  about  the  government.  However,  In  Turkey  (39%)  and  Jordan  (26%)  significant  numbers   said  the  government  should  be  able  to  prevent  people  from  being  critical  of  the  state.41         •   Twitter  received  the  most  content  removal  requests  globally  from  the  Turkish  government,  their   transparency  report  (published  in  February  2015)  revealed.  Turkey  submitted  477  take-­‐down   requests  between  July  1  –  December  31  2014,  more  than  all  other  countries  combined  (796  global   total).42  The  country’s  relationship  with  social  media  remains  “complicated.”43       •   Egyptian  Doctors  took  to  Facebook44  to  highlight  poor  conditions  in  state  hospitals.  The  graphic   photos,  the  New  York  Times  noted,  include  images  of  patients  “surrounded  by  filth,  stray  cats,   sewage,  rodent  droppings  and  snakes.”45    (Be  advised  some  of  these  photos  are  very  unpleasant.)     •   Saudi  Arabia's  Supreme  Court  upheld  the  sentence  of  1,000  lashes  and  10  years  imposed  on   blogger  Raif  Badawi,46  following  a  2012  arrest  for  "insulting  Islam  through  electronic  channels."47     •   An  American  expat  was  arrested  in  March  after  a  “Facebook  rant”  about  his  employer  in  the   United  Arab  Emirates.  Although  he  posted  the  comments  while  in  the  US,  he  was  arrested  when   he  returned  to    the  UAE.48        Figure  16:  Data  via  Pew  Research  Center 49  
  • 14.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     14   14   Further  Reading       Selected  research  recommendations:     •   We  Are  Social:  Digital,  Social  &  Mobile  in  2015  (Jan  2015)   •   WPP  /  TNS:  The  Arab  Social  Media  Report  2015  (March  2015)     •   Arab  Youth  Survey  2015:  Presentation,  White  Paper,  Top  10  Findings    (April  2015)   •   Northwestern  University  in  Qatar:  mideastmedia.org    (April  2015)   •   Pew  Research  Center:  Global  Support  for  Principle  of  Free  Expression,  but  Opposition  to  Some   Forms  of  Speech  (Nov  2015)   •   Damian  Radcliffe:  Social  Media  in  the  Middle  East:  The  Story  of  2014  (Jan  2015)   (also  available  on  Scribd,  SlideShare  and  Academia.edu)         Please  also  see  previous  annual  round-­‐ups  which  were  produced  whilst  I  worked  for  Qatar’s  Ministry  of   Information  and  Communications  Technology  (ictQATAR):     •   Social  Media  in  the  Middle  East:  The  Story  of  2013  (English,  Arabic)     •   Social  Media  in  the  MENA  –  2012  Review  (English,  Arabic)             Social  Media  in  the  Middle  East:  The  Story  of  2015  by  Damian  Radcliffe  is  licensed  under    a  Creative  Commons  Attribution-­‐NonCommercial-­‐ShareAlike  4.0  International  License.                
  • 15.     Social  Media  in  the  Middle  East:  The  Story  of  2015                  Damian  Radcliffe     15   15   Endnotes                                                                                                                               1  See:  https://www.washingtonpost.com/world/national-­‐security/islamic-­‐states-­‐embrace-­‐of-­‐social-­‐media-­‐puts-­‐tech-­‐companies-­‐in-­‐a-­‐ bind/2015/07/15/0e5624c4-­‐169c-­‐11e5-­‐89f3-­‐61410da94eb1_story.html,  http://fortune.com/2015/12/10/why-­‐the-­‐social-­‐media-­‐giants-­‐cant-­‐ever-­‐ wipe-­‐out-­‐isis-­‐propaganda/  and  others.     2  http://www.slideshare.net/wearesocialsg/digital-­‐social-­‐mobile-­‐in-­‐2015/26-­‐We_Are_Social_wearesocialsg_26SOCIAL     3  http://www.mideastmedia.org/2015/chapter/social-­‐media.html#subchapter2     4  https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwiG4-­‐ itiq3KAhUMzWMKHQitDFsQFggdMAA&url=http%3A%2F%2Fwww.wpp.com%2Fgovtpractice%2F~%2Fmedia%2Fwppgov%2Ffiles%2Farabsocialmedi areport-­‐2015.pdf&usg=AFQjCNGQMdOeATiLkDmuh2XMtoqL_jlzzw&sig2=eEe7kvwUSZaXVOpn4x6NGg&cad=rja     5  http://www.jpost.com/Israel-­‐News/Survey-­‐Israelis-­‐addicted-­‐to-­‐Whatsapp-­‐dont-­‐pay-­‐for-­‐streaming-­‐movies-­‐385980     6  http://www.emirates247.com/business/technology/more-­‐facebook-­‐addicts-­‐in-­‐uae-­‐compared-­‐to-­‐global-­‐average-­‐2015-­‐03-­‐18-­‐1.584646     7  http://www.internetworldstats.com/stats5.htm     8  http://www.internetworldstats.com/stats1.htm     9  https://stepfeed.com/more-­‐categories/big-­‐news/social-­‐media-­‐users-­‐question-­‐why-­‐beirut-­‐doesnt-­‐get-­‐facebook-­‐safety-­‐check/  and   http://money.cnn.com/2015/11/15/technology/paris-­‐attacks-­‐facebook-­‐safety-­‐check/  +  others.   10  http://www.bbc.com/news/world-­‐middle-­‐east-­‐34805466     11  http://allfacebook.com/northwestern-­‐university-­‐qatar-­‐doha-­‐film-­‐institute-­‐middle-­‐east-­‐study_b131129     12  https://www.linkedin.com/pulse/influence-­‐visual-­‐storytelling-­‐rise-­‐instagram-­‐middle-­‐east-­‐ema-­‐linaker     13  https://www.searchenginejournal.com/instagram-­‐sees-­‐record-­‐gains-­‐hits-­‐400-­‐million-­‐user-­‐milestone/141756/     14  https://stepfeed.com/business/media-­‐advertising/the-­‐middle-­‐easts-­‐love-­‐for-­‐instagram-­‐including-­‐its-­‐adverts/     15  http://www.slideshare.net/IpsosMENA/digital-­‐media-­‐forum-­‐2015  -­‐  2014  data  presented  in  mid-­‐2015.   16  http://english.alarabiya.net/en/media/digital/2015/04/23/Saudi-­‐prince-­‐s-­‐Bentley-­‐pledge-­‐to-­‐fighter-­‐pilots-­‐gets-­‐global-­‐coverage.html     17  http://www.bbc.com/news/blogs-­‐trending-­‐32417773     18  https://twitter.com/Othmanbay/status/590844910661697536     19  http://www.bbc.com/news/blogs-­‐trending-­‐33478729     20  https://twitter.com/adoomy4life/status/620809813652541440     21  http://english.alarabiya.net/en/media/2015/04/20/Hilarious-­‐RiyadhLife-­‐snapchats-­‐trend-­‐as-­‐users-­‐laugh-­‐off-­‐stereotypes.html     22  http://knowyourmeme.com/memes/riyadh-­‐life     23  http://m.dubaiprnetwork.com/pr.asp?pr=99891  data  provided  by  Facebook.   24  http://www.buzzfeed.com/alexkantrowitz/why-­‐periscope-­‐is-­‐going-­‐wild-­‐in-­‐turkey#.mvNgQR9nBj     25  https://blog.twitter.com/2015/introducing-­‐periscope     26  Via  email  from  Momina  Chaudhry,  Memac  Ogilvy.  Also  available  in  Arabic  at:  http://google-­‐arabia.blogspot.ae/2015/12/youtube.html     27  http://google-­‐arabia.blogspot.ae/2015/12/youtube.html  -­‐  translations  via  Google  Translate.   28  http://www.arabyouthsurvey.com/     29  https://twitter.com/sarahmarshall/status/593529945529274369     30  http://www.mideastmedia.org/2015/chapter/social-­‐media.html#subchapter1     31  http://www.brookings.edu/research/papers/2015/03/isis-­‐twitter-­‐census-­‐berger-­‐morgan     32  https://www.washingtonpost.com/world/national-­‐security/in-­‐a-­‐propaganda-­‐war-­‐us-­‐tried-­‐to-­‐play-­‐by-­‐the-­‐enemys-­‐rules/2015/05/08/6eb6b732-­‐ e52f-­‐11e4-­‐81ea-­‐0649268f729e_story.html     33  https://www.youtube.com/watch?v=_L2fazw5Y9k&app=desktop     34  http://america.aljazeera.com/articles/2015/3/2/SNL-­‐parody-­‐of-­‐isil-­‐made-­‐headlines-­‐but-­‐its-­‐far-­‐from-­‐original.html     35  https://twitter.com/iyad_elbaghdadi/status/680776223606333440     36  http://www.bbc.com/news/blogs-­‐trending-­‐34966066     37  http://www.dailymail.co.uk/news/article-­‐3340697/SueMeSaudi-­‐hashtag-­‐taunting-­‐Arabian-­‐nation-­‐threatening-­‐legal-­‐action-­‐comparisons-­‐ISIS-­‐ beheading-­‐executions-­‐sweeps-­‐Twitter.html     38  http://www.bbc.com/news/blogs-­‐trending-­‐34966066     39  http://www.brookings.edu/research/papers/2015/03/isis-­‐twitter-­‐census-­‐berger-­‐morgan     40  http://www.pewglobal.org/2015/11/18/global-­‐support-­‐for-­‐principle-­‐of-­‐free-­‐expression-­‐but-­‐opposition-­‐to-­‐some-­‐forms-­‐of-­‐speech/     41  http://www.pewglobal.org/files/2015/11/Pew-­‐Research-­‐Center-­‐Democracy-­‐Report-­‐FINAL-­‐November-­‐18-­‐2015.pdf     42  http://www.statista.com/chart/3217/twitter-­‐content-­‐removal-­‐requests/     43  http://www.bbc.co.uk/blogs/collegeofjournalism/entries/738f63e8-­‐b73e-­‐45f8-­‐8700-­‐620808b9d45e  and   http://www.digitalnewsreport.org/essays/2015/how-­‐turkey-­‐uses-­‐social-­‐media/     44  https://www.facebook.com/lawgehnosurprise/photos_stream     45  http://www.nytimes.com/2015/06/13/world/middleeast/egyptian-­‐doctors-­‐shame-­‐government-­‐with-­‐facebook-­‐images-­‐of-­‐filthy-­‐state-­‐run-­‐ hospitals.html?_r=0     46  http://www.independent.co.uk/news/world/middle-­‐east/saudi-­‐arabia-­‐upholds-­‐blogger-­‐raif-­‐badawis-­‐sentence-­‐of-­‐1000-­‐lashes-­‐and-­‐10-­‐years-­‐in-­‐ jail-­‐10303069.html     47  http://www.bbc.com/news/world-­‐middle-­‐east-­‐33039815     48  http://www.bbc.com/news/technology-­‐31692914     49  http://www.pewglobal.org/2015/11/18/global-­‐support-­‐for-­‐principle-­‐of-­‐free-­‐expression-­‐but-­‐opposition-­‐to-­‐some-­‐forms-­‐of-­‐speech/