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ICT LANDSCAPE
KUWAIT 2015
A STUDY OF INTERNET, CONTENT
AND TECHNOLOGY
CONSUMPTION IN KUWAIT
October 2015
©	2015	Ipsos.		2	 ©	2015	Ipsos.		2	 ©	2015	Ipsos.		2	 ©	2015	Ipsos.		2	 ©	2015	Ipsos.		2	
AREA	OF	INFORMATION	
ABOUT	WHAT	...
internet & live streaming
•  internet penetration
•  E-News readership
•  TV streaming
•  radio streaming
•  online subjec...
91%	
89%	
Internet penetration in
Kuwait have increased 2%
from last year.
The internet population has now
reached 2.9 Mil...
an increasing number of people are getting their information and entertainment from online sources.
This doesn’t bode well...
BROWERUSAGE
Base: Amongst Internet Users
a whopping
84%
of Kuwait’s
internet
population uses
Google Chrome
as their main
b...
ONLINEVIDEOSTREAMING
Base: Amongst Internet Users
MUSIC
VIDEOS
63%
MOVIES
50%
PERSONAL
VIDEOS
38%
EDUCATIONALPROMOTIONAL /...
electronic games
•  penetration of electronic games
•  profiling of electronic games by gender
•  electronic games devices...
PENETRATIONOFELECTRONICGAMES
Base: Total Population
43%of Kuwait’s adults play
electronic games
males
60%
females
40%
75% ...
ELECTRONICGAMES–DEVICESVS.TIME
Base: Amongst Electronic Games Players
33min
device penetration vs. time spend gaming
94%
m...
e-commerce
•  e-commerce habits
•  buying online by type of product
•  payment method used
21%
12% 12%
1%
65%
E-Banking Purchasing items
or services
Paying bills online Others None
E-COMMERCEPENETRATION&HABITS
Bas...
social media
•  social network penetration
•  Social networks penetration by demographics
•  top social media networks by ...
SOCIALMEDIAPENETRATION
Base: Amongst Internet Users
96%of the internet users in
Kuwait are using social
networks in 2015
9...
SOCIALMEDIAPENETRATIONBYTARGETS
TOTALPOPULATIONLOCALS&ARABSLOCALS
81% 33% 31% 11% 9%
Base: Amongst Social Network Users
68...
SOCIALMEDIAPENETRATIONBYTARGETS
EXPATSALLMALESALLFEMALES
96% 11% 10% 4% 3%
Base: Amongst Social Network Users
84% 29% 28% ...
51min
FREQUENCYOFUSINGSOCIALMEDIA
Base: Amongst Social Network Users
average daily time spend on
social networks in 2014 w...
FOLLOWINGCONSUMERBRANDSON
SOCIALMEDIA
Base: Amongst Social Network Users
NO
48%
YES
52%
a little more than half
of social ...
tablet devices
•  tablet penetration
•  tablet penetration by age & gender
•  brand of tablet owned
TABLETPENETRATION
tablet are slowly gaining a
strong foothold in the market.
26%
TABLETPENETRATIONBYAGE&GENDER
37%
24% 24% 23%
15-24 25-34 35-44 45+
the age group ranging from 15-34 years old contributes...
mobile/smartphones
•  mobile penetration
•  Mobile consumption by ISP
•  Mobile years of subscription & claimed average
mo...
Kuwait enjoys 100%mobile penetration (not considering multiple devices)
MOBILEPENETRATION
Base: Amongst Total Population
SMARTPHONEPENETRATION
Base: Amongst Total Population
2014 2015mobile owners (100%)
Smartphone owners
86% 93%
55%
37%
8%
Android IOS Others / Do not know
MOBILEOPERATINGSYSTEMS–2014VS.2015
Base: Amongst Mobile Phone Users (Main Phon...
SMARTPHONESHOPPING
2015:
23%
2014:
22%
online purchases from
smartphones have
increased only by 1% in
2015 compared to 22%...
top websites
(Desktop)
•  news platforms
•  local platforms
•  Regional platforms
Top News websites Visited From Kuwait
5.8%5.9% 5.0% 2.5% 2.0% 1.7% 0.9%
Top Local Websites Visited From Kuwait
5.7%4.8% 1....
Base: Ipsos Gemius – Latest Results
Top Regional Websites Visited from Kuwait ….
5.7%14.9%
2.5%
7.8%
3.8%
4.2% 4.2% 4.2%
2...
Universe: 2.9Million
Base: Tot. Pop.
Penetration for all media is against Total Population of Kuwait (Aged 15 years and ab...
01
TV is still the king of all media with the
highest penetration, main source of
information & most credible media
Tradit...
ICT LANDSCAPE
KUWAIT 2015
THANK YOU
October 2015
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Bilal Al Mourad - Ipsos - ICT Kuwait 2015 - MASHUP MENA Conference

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A study of internet, content and technology consumption in Kuwait.

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Bilal Al Mourad - Ipsos - ICT Kuwait 2015 - MASHUP MENA Conference

  1. 1. ICT LANDSCAPE KUWAIT 2015 A STUDY OF INTERNET, CONTENT AND TECHNOLOGY CONSUMPTION IN KUWAIT October 2015
  2. 2. © 2015 Ipsos. 2 © 2015 Ipsos. 2 © 2015 Ipsos. 2 © 2015 Ipsos. 2 © 2015 Ipsos. 2 AREA OF INFORMATION ABOUT WHAT WE WILL SHARE TODAY 3,020 INTERVIEWS FROM FEBRUARY TILL AUG 2015 (EXCLUDING RAMADAN) REPRESENTING 3,173 M LOCALS, ARABS & EXPATS WHICH ARE ABOVE 15 YEARS OLD LIVING IN KUWAIT FTF INTERVIEWS IN ORDER TO RECRUIT THE SAMPLE CONTENT: TO GATHER CONSUMER BASED INSIGHTS REGARDING THE ICT SECTOR IN KUWAIT. OTHER INFORMATION DATA: MOBILE PANELS, DESKTOP PANELS, DESK RESEARCH, OTHER SYNDICATED DATA AGE THE MINIMUM AGE GROUP MAY BE LOWERED, OR INCREASED, DEPENDENT ON LOCAL PRACTICES. NO MAXIMUM AGE LIMIT IS RECOMMENDED HEALTH INCAPACITATED INDIVIDUALS, WHETHER THEY WERE RESIDENT IN PRIVATE HOMES OR INSTITUTIONS WERE EXCLUDED DUE TO THEIR LIKELY NON-EXPOSURE TO THE MEDIA AND PRACTICALITIES OF INTERVIEWING OCCUPATION INDIVIDUALS WORKING IN A MARKETING OR ADVERTISING RELATED JOB, OR RESIDING IN HOMES WHERE A FAMILY MEMBER WORKS IN A MARKETING OR ADVERTISING RELATED JOB PotenIal Sample Exclusions
  3. 3. internet & live streaming •  internet penetration •  E-News readership •  TV streaming •  radio streaming •  online subjects of interest •  browser usage •  online streaming content of interest •  online downloads
  4. 4. 91% 89% Internet penetration in Kuwait have increased 2% from last year. The internet population has now reached 2.9 Million users in Kuwait 2015 2014 Base: Total Population INTERNETPENETRATION
  5. 5. an increasing number of people are getting their information and entertainment from online sources. This doesn’t bode well for offline content. Base: Amongst Internet Users conventional media is going online… NEWS 2014 2015 TV 2014 2015 23% 34% RADIO 2014 2015 1% decrease in consumption of online news 11% increase in the consumption of online TV 12% increase in the consumption of online radio ONLINEMEDIACONSUMPTION
  6. 6. BROWERUSAGE Base: Amongst Internet Users a whopping 84% of Kuwait’s internet population uses Google Chrome as their main browser… while 32% use Internet Explorer as their gateway to the world wide web. Firefox on the other hand has just 16% penetration. OTHERS 7% Safari stands at 8%, probably because its locked down by the OS
  7. 7. ONLINEVIDEOSTREAMING Base: Amongst Internet Users MUSIC VIDEOS 63% MOVIES 50% PERSONAL VIDEOS 38% EDUCATIONALPROMOTIONAL / ADVERTISEMENTS music videos are the most streamed online content in Kuwait. PRIVATE PRIVATE PRIVATE PRIVATE PRIVATE 42% 29%
  8. 8. electronic games •  penetration of electronic games •  profiling of electronic games by gender •  electronic games devices penetration •  electronic games devices vs. time spent •  top electronic games genres
  9. 9. PENETRATIONOFELECTRONICGAMES Base: Total Population 43%of Kuwait’s adults play electronic games males 60% females 40% 75% of who play online! (based on electronic game players)
  10. 10. ELECTRONICGAMES–DEVICESVS.TIME Base: Amongst Electronic Games Players 33min device penetration vs. time spend gaming 94% mobile phone gamers are the mid-range gamers, majority spend an avg. daily 33 minutes playing electronic games. 47min 10% laptop gamers are similar to desktop consuming a daily avg. of 47 minutes playing electronic games. 48min 3% desktop gamers are heavy gamers consuming a daily avg. of 48 minutes playing electronic games 8% those who use gaming consoles are the heaviest gamers spending a daily average of 56 minutes. 29min 17% tablet gamers are the lightest gamers, spending an avg. daily of 29 minutes playing electronic games. 56min
  11. 11. e-commerce •  e-commerce habits •  buying online by type of product •  payment method used
  12. 12. 21% 12% 12% 1% 65% E-Banking Purchasing items or services Paying bills online Others None E-COMMERCEPENETRATION&HABITS Base: Amongst Internet Users 35%of Kuwait’s adult population has done some form of e-commerce – based on internet users past 6 months activity Out of those who purchase, 96% have bought something in the past 3 months
  13. 13. social media •  social network penetration •  Social networks penetration by demographics •  top social media networks by demographics •  Profiling social media networks by demographics •  main social media networks usage by device by nationality •  frequency of accessing social media •  YouTube consumption on social media •  following/liking consumer pages on social media •  reasons for liking/following a brand on social media
  14. 14. SOCIALMEDIAPENETRATION Base: Amongst Internet Users 96%of the internet users in Kuwait are using social networks in 2015 92%of the internet users in Kuwait are using social networks in 2014 PENETRATION 2014 PENETRATION 2015 4.3% growth 97% 92% BY GENDER 2015 98% 15-24 BY AGE 2015 96% 25-34 97% 35-44 91% 45+
  15. 15. SOCIALMEDIAPENETRATIONBYTARGETS TOTALPOPULATIONLOCALS&ARABSLOCALS 81% 33% 31% 11% 9% Base: Amongst Social Network Users 68% 54% 51% 13% 11% 75% 69% 41% 16% 12%
  16. 16. SOCIALMEDIAPENETRATIONBYTARGETS EXPATSALLMALESALLFEMALES 96% 11% 10% 4% 3% Base: Amongst Social Network Users 84% 29% 28% 9% 5% 75% 42% 37% 16% 14%
  17. 17. 51min FREQUENCYOFUSINGSOCIALMEDIA Base: Amongst Social Network Users average daily time spend on social networks in 2014 was… average daily time spend on social networks in 2015 is… 85% of social network users access it daily in 2015 there is a slight increase in the average daily time spend on social networks from 2014 to 2015 50min
  18. 18. FOLLOWINGCONSUMERBRANDSON SOCIALMEDIA Base: Amongst Social Network Users NO 48% YES 52% a little more than half of social media users follow a consumer brands page. 67% 50% 24% 4% 3% Interesting Content To stay updated with offers & promotions To stay updated with new services/products Friends are fans of the brand Others and majority of them follow for interesting content. YES NO Locals 55% 45% Arabs 62% 38% Expats 43% 57%
  19. 19. tablet devices •  tablet penetration •  tablet penetration by age & gender •  brand of tablet owned
  20. 20. TABLETPENETRATION tablet are slowly gaining a strong foothold in the market. 26%
  21. 21. TABLETPENETRATIONBYAGE&GENDER 37% 24% 24% 23% 15-24 25-34 35-44 45+ the age group ranging from 15-34 years old contributes to around 60% of the tablet owners in Kuwait. Male 23% Female 31%
  22. 22. mobile/smartphones •  mobile penetration •  Mobile consumption by ISP •  Mobile years of subscription & claimed average monthly billing •  smartphone penetration •  smartphones penetration by demographics •  mobile operating systems 2014 vs. 2015 •  activities while using smartphone •  mobile Internet access •  mobile applications penetration 2014 vs. 2015 •  mobile chatting platforms •  mobile shopping
  23. 23. Kuwait enjoys 100%mobile penetration (not considering multiple devices) MOBILEPENETRATION Base: Amongst Total Population
  24. 24. SMARTPHONEPENETRATION Base: Amongst Total Population 2014 2015mobile owners (100%) Smartphone owners 86% 93%
  25. 25. 55% 37% 8% Android IOS Others / Do not know MOBILEOPERATINGSYSTEMS–2014VS.2015 Base: Amongst Mobile Phone Users (Main Phone) 51%47% 3% 20152014 Others Others
  26. 26. SMARTPHONESHOPPING 2015: 23% 2014: 22% online purchases from smartphones have increased only by 1% in 2015 compared to 22% in 2014. Base: Amongst Smartphone Owners who Access Internet on their Smartphones
  27. 27. top websites (Desktop) •  news platforms •  local platforms •  Regional platforms
  28. 28. Top News websites Visited From Kuwait 5.8%5.9% 5.0% 2.5% 2.0% 1.7% 0.9% Top Local Websites Visited From Kuwait 5.7%4.8% 1.3%1.7%3.4%9.9% 1.3% Base: Ipsos Gemius – Latest Results
  29. 29. Base: Ipsos Gemius – Latest Results Top Regional Websites Visited from Kuwait …. 5.7%14.9% 2.5% 7.8% 3.8% 4.2% 4.2% 4.2% 2.3% 4.2% 3.5% 2.9% 3.0% 3.0% 3.5% 1.4% 3.8% 2.4%
  30. 30. Universe: 2.9Million Base: Tot. Pop. Penetration for all media is against Total Population of Kuwait (Aged 15 years and above) with the exception of TV which is against Locals & Arabs *Social Media is based on Internet Users who have an email account and *Mobile Apps is based on Smartphone Users who access internet on their device Weekly publications – Without Classified. MULTIMEDIAPENETRATION Universe: 3,174,000 (Total Adult Population) Universe: 2.7Million Base: Internet users with email address Universe: 2.2Million Base: Smartphone users with internet access 67% 23% 27% 89% 41% 95% 100% 91% 96% 93% 73% 43% Dailies Weeklies Monthlies Radio Cinema TV Mobile Internet Social Media* Smartphones Mobile Apps* E-Games
  31. 31. 01 TV is still the king of all media with the highest penetration, main source of information & most credible media Traditional radio is the media that will be used less in the near future, followed by monthly magazines Adult Internet Population reached 2.9 M user TV live streaming has the highest penetration compared to radio live streaming & E-News platform reading E-Commerce Penetration reached 35% among internet users in Kuwait 02 03 04 05 06 Adult Social Media Population reached 2.7 M users For the first time, the penetration of Instagram overpassed Twitter in 2015 & SnapChat is the fastest growing, while Instagram is the highest on Locals The average daily time spent per user on social media in Kuwait is almost one hour (51 minutes) Adult Smart Phone Population reached 2.2 M user with internet access Smartphone Shopping is at 23% penetration with a very minor growth compared to 2014 07 08 09 10 TAKE OUTS – KUWAIT MARKET – ICT SCENE 2015
  32. 32. ICT LANDSCAPE KUWAIT 2015 THANK YOU October 2015

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