Why content owners and governments need to catch up with the Arab internet audience

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Ahmed Nassef, Vice President of the Maktoob Group discusses perceptions and actuality of the Arab and Middle East media and online audiences

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Why content owners and governments need to catch up with the Arab internet audience

  1. 1. Ready for the Fast Lane WHY CONTENT OWNERS AND GOVERNMENTS NEED TO CATCH UP TO THE ARAB INTERNET AUDIENCE IIC Telecoms and Media Forum - Bahrain Ahmed Nassef Vice-President, Maktoob Group General Manager, Maktoob.com
  2. 2. Shameless self-promotion slide
  3. 3. A connected world… 1,319,872,109 Source: Internet World Stats, Dec. 2007
  4. 4. So the world is connected… But Arabs are not… ?
  5. 5. Lots of Arabs are online too 45 Million
  6. 6. Lots of Arabs are online too 45 Million And the real numbers are likely closer to 55-60 million
  7. 7. Lots of Arabs are online too Maktoob alone has an audience of 15 million monthly users
  8. 8. Lots of Arabs are online too
  9. 9. Lots of Arabs are online too Maktoob Audience growth: 2006: 2 million monthly visitors 2009: 15 million monthly visitors
  10. 10. Lots of Arabs are online too MEA Region is the fastest growing online population in the world. Source: comScore Media Metrix Feb 2008
  11. 11. A sign of things to come: TV declining
  12. 12. Increasing TV Fragmentartion
  13. 13. It’s not TV… It’s Video “The Office” fifth season premiere viewership 15.4 million on TV 6.9 million Online
  14. 14. It’s not TV… It’s Video Saturday Night Live with with Sarah Palin 15 million on TV (highest ratings ever) 14.9 million Online (est. Hulu.com, NBC.com, YouTube)
  15. 15. It’s not TV…  2008 – Maktoob/MBC Trial It’s Video  Web Video-on-Demand model  One show – “The Album” And the Arab audience is ready  In one month: 30 million video streams  40%+ of our video-sharing audience connect through broadband  YouTube is one of the top 10 destinations in the Arab world
  16. 16. The Arab Internet Is the Arab Internet audience reflecting the worldwide media consumption patterns?
  17. 17. Maktoob Research Youth Internet Study: Methodology Fieldwork timing: Mid April, 2008. Recruitment criteria: − Geographical coverage: Egypt, Jordan, KSA, and the UAE − Nationality: All nationalities (no quota) − Gender: Males and females (no quota) − Age: From 15 to 25 years old − Sample size: n= 2,030 total respondents (n= 773 in Egypt; n= 736 in Jordan; n= 353 in Saudi Arabia; and n= 168 in the UAE)
  18. 18. Maktoob Research Youth Internet Study: Gender & Age 80% 60% 60% 40% 39% 40% ` 30% 18% 20% 13% 0% Male Female 15-17 years 18-20 years 21-23 years 24-25 years Gender Age Group
  19. 19. Maktoob Research Youth Internet Study What is your primary source of information? 80% 67% 67% 68%72% 68% 60% 40% 16% 16% 15% 20% 14% 11% 12% 6% 9% 9%10%10% 6% 6% 5%6% 1% 1% 0% 2% 1% 1% 1% 0% 1% 0% 0% Internet Television Newspaper Magazine Radio No answer/do not know Egypt Jordan KSA UAE Total
  20. 20. Frequency of Use: The Internet How often do you use the internet? More than once a day 65% REGULAR Once a day 14% INTERNET USER 96% in Egypt 4-6 times a week 10% 96% in Jordan 97% in KSA 2-3 times a week 7% 95% in the UAE Once a week 2% Regularly (96%) 1-3 times per month(s) 1% No answer/do not know 1% 0% 10% 20% 30% 40% 50% 60% 70%
  21. 21. Frequency of Use: Magazines How often do you read magazines? More than once a day 4% Once a day 11% Regularly (29%) 4-6 times a week 5% 2-3 times a week 9% Once a week 13% I DON’T READ 2-3 times a month 7% Sometimes (28%) MAGAZINES Once a month 8% 24% in Egypt 26% in Jordan Once every 2 months or more 6% 19% in KSA Hardly ever (16%) 15% in the UAE Less than once every 2 months 10% I don’t read magazines 23% Never (23%) No answer/do not know 4% 0% 5% 10% 15% 20% 25%
  22. 22. Frequency of Use: Newspapers How often do you read newspapers? More than once a day 6% Once a day 28% 4-6 times a week Regularly (55%) 8% 2-3 times a week 13% Once a week 13% 2-3 times a month 6% Sometimes (24%) Once a month 5% Once every 2 months or more 3% I DON’T READ Hardly ever (7%) NEWSPAPERS Less than once every 2 months 4% 13% in Egypt 10% in Jordan I don’t read newspapers 11% Never (11%) 11% in KSA No answer/do not know 3% 13% in the UAE 0% 10% 20% 30%
  23. 23. Frequency of Use: Radio How often do you listen to the radio? More than once a day 21% Once a day 18% Regularly (58%) 4-6 times a week 8% REGULAR LISTENER 2-3 times a week 11% 46% in Egypt Once a week 6% 72% in Jordan 52% in KSA 2-3 times a month 5% Sometimes (14%) 57% in the UAE Once a month 3% Once every 2 months or more 2% I DON’T LISTEN TO Hardly ever (6%) THE RADIO Less than once every 2 months 4% 27% in Egypt I don’t listen to the radio 20% 11% in Jordan 24% in KSA No answer/do not know 3% 18% in the UAE 0% 5% 10% 15% 20% 25%
  24. 24. Frequency of Use: TV How often do you watch TV? More than once a day 61% REGULAR TV Once a day 22% VIEWER 4-6 times a week 6% 94% in Egypt 94% in Jordan 2-3 times a week 5% 93% in KSA 90% in the UAE Once a week 2% Regularly (94%) 1-3 times per month(s) 1% I don’t watch television 3% No answer/do not know 1% 0% 10% 20% 30% 40% 50% 60% 70%
  25. 25. Browsing & Watching How often do you use the Internet while the television is on? 50% 40%40% 40% 40% 39% 38% 37% 37% 36% 34% 32% 30% 20% 16% 15% 12%12% 13%13% 13%13% 11% 9% 10% 0% Egypt Jordan KSA UAE Total Regularly Sometimes Hardly ever Never
  26. 26. Average Daily Internet Use: Saudi Arabia On average how much time do you spend on the internet each day? Saudi Arabia 4 hours or more 38% 3-4 hours 18% 2-3 hours 17% 1-2 hours 18% Ave. = 3.6 hours Less than an hour 7% No answer/do not know 2% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  27. 27. Average Daily Internet Use: Egypt On average how much time do you spend on the internet each day? Egypt 4 hours or more 40% 3-4 hours 15% 2-3 hours 18% 1-2 hours 18% Ave. = 3.6 hours Less than an hour 9% No answer/do not know 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
  28. 28. Average Daily Internet Use: UAE On average how much time do you spend on the internet each day? the UAE 4 hours or more 30% 3-4 hours 17% 2-3 hours 17% 1-2 hours 19% Ave. = 3.2 hours Less than an hour 13% No answer/do not know 5% 0% 5% 10% 15% 20% 25% 30% 35%
  29. 29. Average Daily Internet Use: Jordan On average how much time do you spend on the internet each day? Jordan 4 hours or more 28% 3-4 hours 13% 2-3 hours 19% 1-2 hours 24% Ave. = 3.0 hours Less than an hour 14% No answer/do not know 3% 0% 5% 10% 15% 20% 25% 30%
  30. 30. Information Sources Arabs Depend On Out of the following sources of information, which one would you miss the most if it was not available? (Single answer) Egypt Jordan Emails 27% Emails 28% Websites 25% Television 20% Television 19% Websites 18% Newspapers 7% Newspapers 10% SMS 5% Online chat rooms 5% Cinema 4% SMS 4% Online chat rooms 3% Radio 3% Blogs 3% Cinema 3% Radio 2% Blogs 2% Magazines 1% Magazines 1% Message boards 0% Message boards 1% Other 2% Other 2% No answer/do not know 2% No answer/do not know 4% 0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 30%
  31. 31. Information Sources Arabs Depend On Out of the following sources of information, which one would you miss the most if it was not available? (Single answer) Saudi Arabia the UAE Emails 29% Television 23% Television 25% Websites 21% Websites 18% Emails 21% Newspapers 8% Newspapers 10% SMS 5% Cinema 8% Cinema 5% Online chat rooms 5% Blogs 2% SMS 3% Online chat rooms 2% Blogs 2% Magazines 1% Magazines 1% Radio 0% Message boards 1% Message boards 0% Radio 0% Other 2% Other 0% No answer/do not know 3% No answer/do not know 6% 0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25%
  32. 32.  Lack of Compelling Online Content So what’s Traditional Media have seen the Internet as a holding  competitor instead of an opportunity us back?  Most online attempts have been a bad imitation of traditional media that does not take advantage of the internet’s interactive power
  33. 33.  Lack of Creativity and Innovation So what’s Advertising industry’s over-dependence on holding  print and TV and lack of Internet knowledge us back? and foresight  Little serious investment in innovation and entrepreneurship
  34. 34.  Government & Infrastructure Issues So what’s Governments tend to penalize local/regional holding  online media: so users tend not to trust local us back? online publishers  Content restrictions, unpredictable and inconsistent regulations, lack of transparency  Weak and cost-prohibitive regional Internet infrastructure
  35. 35. Ready for the Fast Lane WHY CONTENT OWNERS AND GOVERNMENTS NEED TO CATCH UP TO THE ARAB INTERNET AUDIENCE IIC Telecoms and Media Forum - Bahrain Ahmed Nassef Vice-President, Maktoob Group General Manager, Maktoob.com

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