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Internet Consumption Habits - MENA

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Presentation on Internet Consumption Habits - MENA by
Gareth Deere, Content &Technology Research Director, MEAP, Ipsos

Twitter: @IpsosMENA

ArabNet Digital Summit 2013, June 24-26, Dubai, UAE

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Internet Consumption Habits - MENA

  1. 1. Meet the Screens in MENA @IpsosMENA
  2. 2. Ipsos Today 3rd largest Market Research firm in the world Publicly traded on Paris Stock Exchange Direct presence in 85 countries 5,000 clients worldwide 950+ full-time employees, 1,500+ freelance interviewers 16,000+ full-time professionals 20 million interviews per year
  3. 3. Ipsos MENA Today Leading Market Research company in the MENA More than 25 years of experience in the MENA market Direct presence in 15 countries 800 clients in the MENA region 950+ full-time employees, 1,500+ freelance interviewers Covering all MENA region in more than 20 countries More than 1 million interviews per year
  4. 4. The world has changed
  5. 5. People are constantly connected and “always on” is their default setting IT’S A NEW WORLD
  6. 6. Our investigation begins with 9 MENA countries
  7. 7. We talked with 25,928 people
  8. 8. Meet their Screens
  9. 9. but not always equal All screens are important
  10. 10. 71% 21% 1% 2% 0% 58% 8% 22% 18% 25% TV Daily newspapers Internet Radio Mobile Ad spend by media Daily reach by media Use Mobile Internet regularly Data for UAE, KSA, Lebanon, Egypt Source: Ipsos MediaCT Statex, Ipsos MediaCT BrandPuls, Industry Estimates (2011) JUST LOOK AT AD SPEND VERSUS DAILY REACH BY MEDIA
  11. 11. BEYOND HOW THEY USE, TO HOW THEY ENGAGE
  12. 12. The Television
  13. 13. TAP INTO MY EMOTIONS DON’T MAKE ME WORK TOO HARD ENTERTAIN ME HELP ME RELAX
  14. 14. TV remains the most credible media for 39% of MENA adults, internet most credible for 17%
  15. 15. BUT EVEN CONVENTIONAL MEDIA IS GOING ONLINE…. 0% 5% 10% 15% 20% 25% 30% 35% 40% UAE KSA Egypt Kuwait Jordan Lebanon Oman Qatar Bahrain TV Radio Daily News Penetration across total population
  16. 16. The Computer
  17. 17. GIVE ME A CHALLENGE – LET ME COMPETE TEACH ME SOMETHING LET ME SHOW YOU WHAT I’VE LEARNED HELP ME BECOME WHAT I CAN BE LET ME PARTICIPATE AND CONTRIBUTE GIVE ME SOMETHING THAT MAKES ME LOOK GOOD
  18. 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% VIDEO, FORUMS, E-COMMERCE, WOMEN%Reachpastmonth Base: Internet Users across key MENA markets - March 2013 Source: Ipsos Gemius Monthly Reach of Online Categories Across Main MENA Markets Music 10% Videos 59% Forums 30% Women 28% E- Commerce 28% Government 14% Health 10% Education 6%
  19. 19. The Mobile
  20. 20. MAKE ME FEEL LIKE I BELONG HELP ME FIT IN HELP ME MAKE THE MOST OF MYSELF MUST KNOW ME PERFECTLY SURPRISE ME KEEP ME ON TOP OF MY LIFE
  21. 21. Qatar 70% Oman 68% KSA 63% UAE 61% Bahrain 36% Egypt 5% Kuwait 49% Lebanon 36% Jordan 19% PENETRATION OF SMARTPHONES (TOTAL POPULATION )
  22. 22. The only way is up: more revenue, more content 45% of adults in UAE pay for mobile data Two in five adults in UAE are downloading mobile apps Source: Ipsos ICT Study 2013
  23. 23. PENETRATION OF MOBILE APPLICATIONS ACROSS SMARTPHONE USERS (who have Internet access ) 71%89% 49%59% Bahrain Oman 70% Lebanon UAE Kuwait 56%65% 63% 42% KSA QatarJordan Egypt
  24. 24. PENETRATION OF MOBILE APPLICATIONS AMOUNG SMARTPHONE USERS (who have Internet access ) Bahrain Oman Lebanon UAE Kuwait KSA QatarJordan Egypt Fun & Gaming Multimedia Mail & IM Fun & Gaming News & Feeds Fun & Gaming Mail & IM News & Feeds News & Feeds Fun & Gaming Fun & Gaming News & Feeds Mail & IM Fun & Gaming News & Feeds Fun & Gaming News & Feeds Multimedia
  25. 25. PENETRATION OF PURCHASING ONLINE THROUGH SMARTPHONES (Among smartphone users who have Internet access ) Bahrain Oman Lebanon UAEKuwait KSA Qatar Jordan Egypt 15% 14% 9% 8% 6% 5% 5% 5% 1%
  26. 26. The Tablet
  27. 27. PROVOKE ACTION CURATE LIFE PROVIDE EXPERIENCE ENABLE COMPETENCE INTERACT SEAMLESSLY ENHANCE FLEXIBILITY
  28. 28. READERSHIP OF THE ECONOMIST MAGAZINE ON A TABLET VERSUS A SMARTPHONE Number of sessions per week 17 30 Average readership circa 90 minutes per week across both devices
  29. 29. The Four Screens EVERYMAN LOVER WIZARDSAGE BEYOND HOW THEY USE, TO HOW THEY ENGAGE
  30. 30. Thank You For Your Trust ! For online traffic insights visit www.rankingmena.com For online audience top line insights visit www.audiencesa.gemius.com FOLLOW US : @IpsosMENA Don’t Forget!
  31. 31. Appendix: MENA Insights @IpsosMENA
  32. 32. THE INTERNET LANDSCAPE IN MENA (15+)
  33. 33. INTERNET IN KSA (15+) 9.4 Million Internet Population 63% Internet Penetration 58% Males 42% Females 40% from 20-30 years old 24% from 31- 40 years old 19% from 15- 19years old 17% from 41+ years old KSA
  34. 34. 7.5 Million Internet Population 36% Internet Penetration 57% Males 43% Females 39% from 20-30 years old 25% from 15-19 years old 19% from 41+ years old 17% from 31-40 years old Egypt (Urban) INTERNET IN EGYPT (Urban) (15+)
  35. 35. 2.2 Million Internet Population 55% Internet Penetration 60% Males 40% Females 41% from 20-30 years old 29% from 15-19 years old 17% from 31- 40 years old 11% from 41+ years old Jordan INTERNET IN JORDAN (15+)
  36. 36. 4.7 Million Internet Population 71% Internet Penetration 72% Males 28% Females 39% from 20-30 years old 32% from 31-40 years old 21% from 41+ years old 8% from 15-19 years old UAE INTERNET IN UAE (15+)
  37. 37. 1.3 Million Internet Population 86% Internet Penetration INTERNET IN QATAR (15+) Qatar
  38. 38. 1.7 Million Internet Population 64% Internet Penetration INTERNET IN KUWAIT (15+) Kuwait
  39. 39. 1 Million Internet Population 58% Internet Penetration INTERNET IN OMAN (15+) Oman
  40. 40. 0.4 Million Internet Population 38% Internet Penetration INTERNET IN BAHRAIN (15+) Bahrain
  41. 41. 1.7 Million Internet Population 56% Internet Penetration INTERNET IN LEBANON (15+) Lebanon
  42. 42. AVG. MOUNTHLY REACH OF SOCIAL MEDIA AMOUNG INTERNET USERS (PC ONLY) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% UAE KSA Egypt Jordan 84% 59% 63% 69%
  43. 43. AVG. MOUNTHLY REACH OF SOCIAL MEDIA AMOUNG INTERNET USERS (PC ONLY) 0% 10% 20% 30% 40% 50% 60% 70% 80% UAE KSA Egypt Jordan Facebook Twitter Linkedin gPlus
  44. 44. AVG. MOUNTHLY REACH OF VIDEO CONTENT WEBSITES & YOUTUBE AMOUNG INTERNET USERS (PC ONLY) 0% 10% 20% 30% 40% 50% 60% 70% 80% UAE KSA Egypt Jordan
  45. 45. Penetration of electronic games among total population Egypt 17% UAE 31% Kuwait 38% KSA 38% Jordan 40% Qatar 46% Bahrain 41% Lebanon 37% PERCENTAGE OF ELECTRONIC GAMES CONSUMED AMOUNG TOTAL POPULATION
  46. 46. Bahrain 54% Lebanon 58% Jordan 59% UAE 66% Kuwait 69% PERCENTAGE OF ELECTRONIC GAMES CONSUMED ON Personal Computers Qatar 79% KSA 71% Egypt 71%
  47. 47. Egypt 32% Bahrain 38% Qatar 40% UAE 41% KSA 45% Jordan 51% Kuwait 68% Lebanon 71% PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON Mobile phones
  48. 48. Penetration of electronic games among total population Egypt 1% Jordan 1% Lebanon 5% KSA 8% UAE 8% Bahrain 9% Qatar 11% Kuwait 11% PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON Tablets

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