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Digital Media Forum 2015
This document discusses trends in internet and social media usage in the Middle East and North Africa region. Some key points: - Internet penetration is growing across markets like Saudi Arabia, UAE, and Kuwait, with over 80% penetration in major cities. - Smartphones are widely used, with over 70% ownership across populations. Popular apps include WhatsApp, YouTube, Facebook, and Candy Crush. - YouTube is heavily used for music and entertainment. Different demographics prefer different video genres like travel, sports, and news. - New social platforms like Snapchat and Instagram are growing in popularity, especially among younger users. - Traditional television remains popular too, with channels like M
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Digital Media Forum 2015
- 1. Video, YouTube, &Social Media 2014 @IpsosMENA Gareth Deree– MediaCT – MENA Director
- 2.
- 3. 20 million interviewsper year 5,000 clients worldwide Ranked 3rd largest Market Research firm in the world Publicly traded on Paris Stock Exchange 1600+ full-time professionals Direct presence in 85 countries IPSOS TODAY
- 4. More than 1million interviews per year 800 clients in MENA Leading research agency in MENA 950+ full-time employees, 1,500+ freelance interviewers Covering more than 20 MENA countries IPSOS MENA TODAY More than 25 years of experience in the MENA market
- 5. IPSOS MediaCT –OVERVIEW 5 Evolution of media Evolution of Ipsos Services 26 Years of media research leadership in MENA
- 6. SO WHAT ISTHE MEDIA SCENE IN MENA? INTERNET CONNECTIVITY IS GROWING!
- 7.
- 8. INTERNET IN KSA KSA 82%Internet Penetration 12.3 Million Internet Population 84% Internet Penetration 12.8 Million Internet Population 60% Internet Penetration 8.5 Million Internet Population
- 9. INTERNET IN UAE 92%Internet Penetration 6.1 Million Internet Population 94% Internet Penetration 6.2 Million Internet Population 75% Internet Penetration 5 Million Internet Population UAE
- 10. INTERNET IN KUWAIT 75%Internet Penetration 2.1 Million Internet Population 89% Internet Penetration 2.4 Million Internet Population 64% Internet Penetration 1.7 Million Internet Population UAEKuwait
- 11. For majority offamilies in the region entertainment is usually an “indoor” activity
- 12. There is alwaysa “Family” time
- 13. But there isalso “Friends” time
- 14. 80% 31% 4% DEVICES USED WHILEWATCHING TV – UAE - 2014 Base: Among Internet users
- 15. 77% 31% 13% DEVICES USED WHILEWATCHING TV – KSA - 2014 Base: Among Internet users
- 16. 74% 33% 19% DEVICES USED WHILEWATCHING TV – KUWAIT - 2014 Base: Among Internet users
- 18. SMARTPHONES PENETRATION ACROSSTOTAL POPULATION* *Not considering multiple devises KSA UAE Kuwait 63% 61% 49% 79% 72% 69% 79% 91% 86%
- 19. *Not considering multipledevises KSA UAE Kuwait 71% 77% 84% 84% 83% 90% 87% 96% 96% MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*
- 20. But what arethey doing on their “Smart” devices
- 21. SMART DEVICE NOTSMART PHONE 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Time Spent By App Broken Down By Day Part WhatsApp YouTube Facebook Voice Calls Messaging (Text/SMS) Candy Crush Saga Skype Twitter Timespent(s) 24 Hour Day Part
- 24. 20% 17% 16% 15% Music Entertainment PeopleContent Removed because of copy right issues MUSIC IS THE TOP VIDEOS WATCHED BY PANELISTS ON YOUTUBE
- 25. 63% 58% 54% 52% Entertainment PeopleMusic Content Removed because of copy right issues WHILE MUSIC HAS THE HIGHEST NUMBER OF VIDEOS, ENTERTAINMENT HAS THE HIGEST REACH!
- 26. MEN DOMINATE ONTRAVEL VIDEOS WHILE WOMEN ON HOW- TO NON-PROFIT MALES FEMALES
- 27. 35+ OVER INDEXON TRAVEL VIDEOS, 15-24 YEARS OLDS ON SPORTS 15-24+ YO 35+ YO
- 28. LOCALS PARTICULARLY ENGAGEWITH NEWS AND SPORTS WHICH ASIANS ENGAGE ON SHOWS. Locals Asians
- 30. We all knowthat Social is growing, but what should we watch out?
- 31. We have newplayers! SnapChatInstagram
- 32. 69% 71% 23% 37% 3% 12% 89% 82% WHICH APPSFOR SOCIAL PACKS? TRENDS OVER 2014 % of panelists that used the application at least once during each month
- 33. 46% 24% 57% Arab Asian Emirati 13% 6% 26% ArabAsian Emirati BUT IT’S NOT ONE SIZE FITS ALL % of panelists that used the application at least once during December 2014
- 34. Thank You ForYour Trust ! Don’t Forget! FOLLOW US : @IpsosMENA Check our Reports on: slideshare.net/IpsosMENA
- 35. 51% 23% 11% 22% 48% 21% 19% 17% 44% 18% 25% 13% 40% 16% 25% 8% MBC 1MBC 4 AL ARABIYA MBC 2 15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - KSA
- 36. 9% 14% 15% 11%14%12% 11% 9%13% 11% 9% 11%13% 8% 9% 12% ZEE TV MBC 2 MBC 1 AL JAZEERA 15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - UAE