This is the fourth edition of our annual flagship report.The report starts from facts and figures and adds analysis to it to provide insights for e-marketing activities. It revolves on three main components : 1- Egypt Position 2- Users Profile 3- Selected Pages Analytics Authored by: Ossama ElBadawy

1. 1

2. Table of Contents
Conclusions
3
Overview
4
Report Plan
5
Egypt Position
6
 Global Importance
7
 Regional Importance
8
Users’ Profile
9
 Users by Age
10
 Relationship Status
12
 Gender Roles
13
Selected Pages Analytics
17
Appendices
26
 Appendix 1: Facebook Global Top 25
27
 Appendix 2: Facebook Regional Comparisons
28
Methodological Notes
29
About eMarketing Egypt
30
eMarketing Egypt Online Competitive Intelligence Report
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2

3. Conclusions
•
Facebook is the largest social network worldwide, with Monthly Active Users (MAUs) reached 1.15
billion as of June 30, 2013, an increase of 21% year-over-year, according to FB official release.
•
With 16 million users, Egypt is ranked as the 17th worldwide in terms of audience size, and ranked as
the 1st among Arab region countries.
•
In terms of penetration to population, Chile leads the global top 25 countries with about 64%
penetration, while Qatar leads the Arab countries with a bout 47% penetration.
•
Facebook in Egypt is a young age community, dominated by those who are below 30 years old, and
also with those who are aged 18 years old represent the largest single year group on Facebook.
•
Among those who reported their relationship status, single users represent more than 53%, which
makes Egypt one of the top single countries on Facebook worldwide.
•
Facebook users gender distribution is almost similar to that of the total internet picture in Egypt. But
Male/female comparison reveals further that Female users are of much younger ages, with female
users below 30 years old are representing 81% of total female users.
•
Analytics of top Facebook pages in Egypt indicates that Egyptian female users are more culture
oriented, while male users are more sports followers, this trend had been almost the same over the
last four years.
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4. Overview
• Facebook is the largest online social network worldwide; it
revolutionized the lives of people and how they spend their time, it
also arguably contributed to the recent “Arab Spring” revolutions.
• According to Facebook, it had about 1.15 billion monthly active
users at the end of June 2013, and about 60% of them log on to
Facebook in any given day.
1.15 B Monthly Active Users
• By June 2013, Facebook was dominating in every world country
except for Russia and China.
699 M Daily Active Users
• Facebook mobile had been witnessing remarkable growth
recently, reached to 819 million as of June 30, 2013, an increase
of 51% year-over-year . The Facebook mobile app ranked within
the top five apps on both iOS and Android, securing the #3 spot
among iPhone users.
819 M mobile users
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5. Report Plan
• In the following sections, we will be profiling the Facebook in Egypt
including:
1- Egypt position: comparisons of Facebook in Egypt versus global and
regional figures.
2- Users profile: profiling Egyptian users’ demographics mainly in terms of
age, gender and relationship status.
3- Selected pages analytics: profiling estimated analytics for top pages
within selected categories.
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6. Egypt Position
•
With about 16 million users, Egypt’s Facebook community witnessed about 41%
growth comparing the last year. And it stands as the largest Arabian country on
Facebook in addition to being the 17th largest country on Facebook worldwide.
Table 1 : Egypt Facebook Users Overview
Users as of July 21, 2013
Users as of July 21, 2012
Growth (One Year)
Current Users % of Egypt Internet Users
Current Users % of Egypt Population
eMarketing Egypt Online Competitive Intelligence Report
16,000,000
11,387,300
4,612,700 users (41%)
48.11%
18.84%
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7. Egypt Position – Global Importance
Global Importance
•
As of 21st July 2013, Egypt came as the 17th
country on the global Facebook countries list,
Figure 1: Global Leaders
8%
7%
with exactly 16 million users that are
representing about 1.4% of global Facebook
5%
4%
16%
United
States
India
users, while USA leads the global Facebook
Brazil
users with 180 Million users that are
60%
representing about 16% of global Facebook
Indonesia
users.
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8. Egypt Position – Regional Importance
Regional Importance
•
Egypt is the top using country among Arab
Figure 2: Regional Leaders
countries, as of 21st July 2013 there were
about 61 million Facebook users in Arab
countries (excluding Sudan and Syria); Egypt
26%
12%
Egypt
Saudi Arabia
leads with users that are representing more
10%
than 26% of users in Arabia. However; Qatar
leads in terms of penetration with about 47%
10%
34%
8%
of total Qatari population are Facebook users.
Morocco
Algeria
Iraq
Others
The previous graphs show a quick view of leading countries with Facebook
users, and the appendix tables (1), (2) gives a detailed view of the global
Leaders and the regional countries.
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9. Users’ Profile
Overview
•
More than 12 million of the Egyptian Facebook users are below 30 years of age, representing more
than 75% of its total users, and there are 10 million male users representing about 63% of total
users.
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10. Users’ Profile
Users by Age
•
•
Young generations are dominating the usage of
Facebook in Egypt; users younger than 30 years old
represent about 77% of total users, while users
aged 40 years or older are only about 8% of total
users.
18 years old users are the largest single year group
on Facebook with about 1.1 million users
representing alone about 6% of total Facebook
users, the users by age trend, shaped as traditional
pyramid, indicates two related findings:
•
•
Interest in Facebook increases by age for the
currently young people, and decreases with age for
the old people.
Figure 3: Age Groups
5%
8%
Under 19s
28%
10%
19-24
25-29
30-34
35-39
17%
32%
40 and Older
Promising potentiality for wide and sustainable
penetration driven from the currently young
Facebook community (notice the lift-sided pyramid
which peaks early at the 22nd).
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11. Users’ Profile
Total Users Age Trend
Figure 4: Facebook Users by Age
# of Users
1,200,000
18 Yrs Old
1,080,000
1,000,000
800,000
600,000
400,000
200,000
63
61
59
57
55
53
51
49
47
45
43
41
39
37
35
33
31
29
27
25
23
21
19
17
15
13
0
Age (Yrs)
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12. Users’ Profile
Relationship Status
•
67% of Facebook users didn’t specify their
relationship status, while only 8% of them are
married versus 18% of them are single. By
excluding the non-reporting users, the single users
are representing about 53% of users; this
percentage comes as one of the top percentages
worldwide.
Figure 5: Relationship Status
3%
4%
8%
Single
18%
Engaged
In a Relationship
Married
67%
eMarketing Egypt Online Competitive Intelligence Report
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Others
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13. Users’ Profile
Gender Roles
•
Male users represent about 62% of total Facebook users in Egypt; this is almost similar to the male/female
breakdown for Egyptian internet users from a total perspective, and reflects the fact that Facebook is almost
reflecting the total picture of internet community in Egypt.
Figure 7: Facebook Users
Figure 6: Internet Users
37%
39%
Male
Male
61%
63%
Female
eMarketing Egypt Online Competitive Intelligence Report
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Female
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14. Users’ Profile
Male Users
Male users are with older ages than total users’ segmentation, with only about 74% of users are below
30 years. However, they show the same trend with more number of users by older age till it peaks at the
18th and also at 23rd then start declining till it reaches to almost six thousand users aged 64 years. When
it comes to the relationship status, male users have a similar percentage of single versus married users.
•
9%
Figure 8: Male Users
Age Groups
Figure 9: Male Users
7% Relationship Status
Under 19s
6%
26%
30-34
18%
18%
69%
35-39
30%
In a
Relationship
Engaged
19-24
25-29
11%
Single
2%
4%
40 and Older
eMarketing Egypt Online Competitive Intelligence Report
Married
Not Specified
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15. Users’ Profile
Female Users
•
Female users are with much younger ages than male users segmentation, with 82% of female users are
below 30 years old. However, they show the same trend of more number of users by age till it peaks at the
22nd and then start declining till it reaches 2,600 users aged 64 years. When it comes to relationship status,
female users have a lower percentage of single versus married users.
Figure 10: Female Users
Age Groups
6%
4%
Under 19s
9%
30%
4%
Single
4%
19-24
25-29
30-34
16%
Figure 11: Female Users
10% Relationship Status
In a
Relationship
Engaged
17%
35-39
35%
65%
40 and Older
eMarketing Egypt Online Competitive Intelligence Report
Married
Not Specified
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16. Users’ Profile
Age Versus Gender
Figure 12: Male & Female Users by Age
# of Users
700,000
18 Yrs;
620,000
600,000
Male
Female
500,000
400,000
18 Yrs;
440,000
300,000
200,000
100,000
63
61
59
57
55
53
51
49
47
45
43
41
39
37
35
33
31
29
27
25
23
21
19
17
15
13
Age (Yrs)
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17. Selected Pages Analytics
•
•
•
This section will be profiling of key Facebook pages in Egypt through estimated analytics .
Selected pages were recognized as top pages in Egypt as per different sources
(e.g. www.facebakers.com). And then we deployed a categorization and filtering criterion (8 different
categories and fans not less than 2 M users)
The profiled analytics for each page include:
•
•
•
Fans according to nationality (Egyptians / non Egyptians)
Egyptian users by gender
Egyptian users Age Groups
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18. Selected Pages Analytics
Page: ‫( ثقف نفسك‬Educate your Self)
Total Fans: 7,487,910
Figure 14: Egyptian Users
by Gender
Figure 13: Geographic
Breakdown
46%
32%
68%
54%
Male
Female
Egypt
Others
5%
Figure 15: Egyptian Users
6% Age Groups Below 19s
19-24
18%
11%
25-29
30-34
20%
eMarketing Egypt Online Competitive Intelligence Report
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40%
35-39
40 and
Older
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19. Selected Pages Analytics
Page: Amr Khaled
Total Fans: 7,030,975
Figure 17: Egyptian Users
by Gender
Figure 16: Geographic
Breakdown
Male
42%
58%
Female
Egypt
56%
44%
Figure 18: Egyptian Users
Age Groups Below 19s
6%
Others
6%
19-24
18%
12%
30-34
19%
eMarketing Egypt Online Competitive Intelligence Report
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25-29
39%
35-39
40 and
Older
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20. Selected Pages Analytics
Page: Amr Diab
Total Fans: 5,814,291
Figure 17: Egyptian Users
by Gender
Figure 16: Geographic
Breakdown
38%
Male
Female
62%
44%
Egypt
56%
Others
3%
Figure 18: Egyptian Users
4%
Age Groups
Below 19s
7%
19-24
26%
17%
25-29
30-34
35-39
43%
eMarketing Egypt Online Competitive Intelligence Report
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40 and Older
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21. Selected Pages Analytics
Page: Ahmed Helmy - ‫أحمد حلمي‬
Total Fans: 4,205,119
Figure 20: Egyptian Users
by Gender
Figure 19: Geographic
Breakdown
39%
61%
7
57%
43%
Male
Female
Egypt
Figure 21: Egyptian Users
Age Groups Below 19s
2% 3%
Others
19-24
7%
14%
30%
25-29
30-34
35-39
44%
eMarketing Egypt Online Competitive Intelligence Report
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40 and
Older
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22. Selected Pages Analytics
Page: Vodafone Egypt
Total Fans: 3,823,198
Figure 23: Egyptian Users
by Gender
Figure 22: Geographic
Breakdown
37%
Male
Female
63%
21%
Egypt
79%
Figure 24: Egyptian Users
5% Age Groups
4%
Below 19s
Others
9%
19-24
27%
25-29
30-34
17%
35-39
38%
eMarketing Egypt Online Competitive Intelligence Report
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40 and Older
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23. Selected Pages Analytics
Page: ‫( كلنا خالد سعيد‬We Are All Khalid Said)
Total Fans: 3,231,532
Figure 26: Egyptian Users
by Gender
Figure 25: Geographic
Breakdown
37%
Male
Female
63%
32%
Egypt
68%
Others
5%
Figure 27: Egyptian Users
Age Groups Below 19s
7%
19-24
20%
10%
25-29
30-34
19%
39%
35-39
40 and
Older
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24. Selected Pages Analytics
Page: Al Ahly
Total Fans: 2,711,570
Figure 29: Egyptian Users
by Gender
Figure 28: Geographic
Breakdown
27%
Male
Female
26%
73%
Egypt
74%
Figure 30: Egyptian Users
5% Age Groups
4%
Below 19s
8%
19-24
Others
28%
16%
25-29
30-34
35-39
39%
eMarketing Egypt Online Competitive Intelligence Report
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40 and Older
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25. Selected Pages Analytics
Page: ‫( اليوم السابع‬Youm7)
Total Fans: 2,578,665
Figure 32: Egyptian Users
by Gender
Figure 31: Geographic
Breakdown
30%
Male
Female
70%
31%
Egypt
69%
Figure 33: Egyptian Users
Age Groups
11%
Others
Below 19s
7%
19-24
15%
25-29
30-34
14%
33%
20%
eMarketing Egypt Online Competitive Intelligence Report
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35-39
40 and Older
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26. Appendices
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27. Appendix 1:
Facebook Global Top 25
Country
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Global
United States
India
Brazil
Indonesia
Mexico
United Kingdom
Philippines
France
Germany
Italy
Argentina
Thailand
Japan
Colombia
Canada
Spain
Egypt
Turkey
Malaysia
Taiwan
Australia
Peru
Poland
Venezuela
Chile
FB Users (#)
1,150,000,000
180,000,000
88,000,000
84,000,000
62,000,000
50,000,000
34,000,000
34,000,000
28,000,000
28,000,000
26,000,000
24,000,000
24,000,000
22,000,000
20,000,000
19,200,000
18,800,000
16,000,000
15,400,000
15,400,000
14,800,000
13,000,000
11,800,000
11,200,000
11,000,000
10,600,000
% of Global Audience
100.00%
15.65%
7.65%
7.30%
5.39%
4.35%
2.96%
2.96%
2.43%
2.43%
2.26%
2.09%
2.09%
1.91%
1.74%
1.67%
1.63%
1.39%
1.34%
1.34%
1.29%
1.13%
1.03%
0.97%
0.96%
0.92%
Online Population (#) % of Online Population Total Population (#) Penetration
2,405,518,376
256,415,589
155,064,347
96,678,643
36,501,708
45,108,857
55,433,670
35,586,492
54,536,810
67,614,120
34,628,368
22,385,340
17,470,459
100,670,175
23,116,190
30,490,863
33,627,106
33,260,000
34,130,638
19,598,662
17,739,454
19,064,301
11,641,505
25,046,644
12,749,484
10,216,666
eMarketing Egypt Online Competitive Intelligence Report
47.81%
70.20%
56.75%
86.89%
169.86%
110.84%
61.33%
95.54%
51.34%
41.41%
75.08%
107.21%
137.37%
21.85%
86.52%
62.97%
55.91%
48.11%
45.12%
78.58%
83.43%
68.19%
101.36%
44.72%
86.28%
103.75%
27
7,105,000,000
316,464,000
1,232,620,000
193,946,886
237,641,326
117,409,830
63,705,000
98,210,000
65,707,000
80,493,000
59,704,082
40,117,096
65,926,261
127,350,000
47,191,000
35,141,542
46,704,314
84,939,246
75,627,384
29,785,200
23,344,213
23,150,462
30,475,144
38,533,299
28,946,101
16,634,603
16.19%
56.88%
7.14%
43.31%
26.09%
42.59%
53.37%
34.62%
42.61%
34.79%
43.55%
59.82%
36.40%
17.28%
42.38%
54.64%
40.25%
18.84%
20.36%
51.70%
63.40%
56.15%
38.72%
29.07%
38.00%
63.72%
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28. Appendix 2:
Facebook Regional Comparisons
Country
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Arab Region
Egypt
Saudi Arabia
Morocco
Algeria
Iraq
Tunisia
United Arab Emirates
Jordan
Lebanon
Palestine
Kuwait
Libya
Yemen
Qatar
Oman
Bahrain
Djibouti
Comoros
FB Users (#)
60,838,000
16,000,000
7,400,000
6,400,000
5,800,000
4,800,000
4,200,000
4,200,000
3,000,000
1,900,000
1,360,000
1,200,000
1,200,000
1,080,000
900,000
800,000
500,000
72,000
26,000
% of Regional Audience Online Population (#) % of Online Population Total Population (#) Penetration
100.00%
26.30%
12.16%
10.52%
9.53%
7.89%
6.90%
6.90%
4.93%
3.12%
2.24%
1.97%
1.97%
1.78%
1.48%
1.31%
0.82%
0.12%
0.04%
107,376,041
33,260,000
15,765,783
18,147,030
5,771,422
2,513,684
4,466,368
7,024,460
2,655,119
2,953,465
1,326,165
2,836,206
1,231,947
4,279,103
1,688,455
2,298,932
1,086,422
71,480
43,279
57%
48.11%
47%
35%
NA
NA
94%
60%
NA
64%
NA
42%
97%
25%
53%
35%
46%
NA
60%
297,351,982
84,939,246
29,195,895
32,994,600
37,900,000
35,404,000
10,777,500
8,264,070
6,475,900
4,822,000
4,420,549
3,582,054
6,202,000
24,527,000
1,916,426
3,831,553
1,234,571
864,618
724,300
20.46%
18.84%
25.35%
19.40%
15.30%
13.56%
38.97%
50.82%
46.33%
39.40%
30.77%
33.50%
19.35%
4.40%
46.96%
20.88%
40.50%
8.33%
3.59%
NA = Not Available; due to source data discrepancy
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29. Methodological Notes
•
This edition of the annual report got published on the 30th August 2013.
•
Data about Facebook global position published by Facebook Investor Relations.
•
All data and insights about Facebook users were collected directly from Facebook on the 21st, July,
2013.
•
The percentage of age groups were calculated from the number of users identified within a particular
age bracket to the total number of users who reported their age data (exclusion of not specified ages).
•
For the purposes of this report, Arab countries were defined as per the League of Arab States with the
exclusion of Sudan & Syria due to lack of Facebook users data..
•
Countries’ population data were got directly from official sources or when not available from UN
estimates.
•
Countries’ online population data were got from the International Telecommunication Union web site
(http://www.itu.int), accessed on the 15th, August 2013.
•
Egypt online population data were got from official source: www.mcit.gov.eg, accessed on the 15th,
August 2013.
•
Data about the profiled Facebook pages are all estimates captured directly from Facebook on the 17th
August 2013.
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30. About eMarketing Egypt
About Us
eMarketing Egypt is the first company in Egypt and the Middle East that provides a full
integrated e-marketing services starting from situation analysis to delivering the promised
results. eMarketing Egypt combines expertise from the competitive intelligence field with the
internet marketing professionalism to support its clients with a fully integrated internet
marketing strategy and strategic decision support for their investment decision online.
Online Competitive Intelligence (OCI)
OCI is an eMarketing Egypt innovative service that is the mix of both Competitive Intelligence and Online Marketing into
an integrated decision support for online business decision makers through both customized services and standardized
reports. We are proudly referring our e-marketing success to the fact of being always based on OCI findings.
Citation
You are free to share this report and use it as a reference, but just make sure to cite eMarketing Egypt, August 2013.
Contact Us
Address:
Head Office: 42 Abd Elmonem Riyad st, Fifth Floor, Mohandseen, Giza, Egypt.
Commercial Office: Smart Village, B-115, Cairo-Alex Desert Road, Egypt
E-mail: info@emarketing-egypt.com
Website: www.emarketing-egypt.com
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