E marketing-insights-demo-version-jan-2016

Important Note
Users’ profile data are based on estimates
captured directly from Facebook
advertising system on 10-Dec., 2015.

Online Competitive Intelligence Copyright © eMarketing Egypt 2016
SECTION I: USERS’ PROFILE
Facebook Global
Overview  Included in The Demo Version
Economic Impact  Included in The Demo Version
Top Countries
Global  Included in The Demo Version
Regional  Included in The Demo Version
Facebook in Egypt
Overview: Size & Penetration  Included in The Demo Version
Trend: 2010 – 2016  Only in the Advanced Report
Users’ Profile: Gender & Age Groups  Included in The Demo Version
Users by Age: Details  Only in the Advanced Report
Relationship Status  Included in The Demo Version
Gender Roles
Male VS. Female: Age Groups  Included in The Demo Version
Male VS. Female: Users by Age  Only in the Advanced Report
Male VS. Female: Relationship Status  Included in The Demo Version
Devices Used  Included in The Demo Version
Browsers Used  Included in The Demo Version
Top Pages  Included in The Demo Version
Top Pages Users’ Profile
Users by Location: Egypt VS. Others  Only in the Advanced Report
Users from Egypt:
By Gender  Only in the Advanced Report
By Age Groups  Only in the Advanced Report

SECTION II: GENERAL USAGE INSIGHTS
Methodological Notes  Included in The Demo Report
General Views
General Attitudes Towards the Internet  Included in The Demo Version
Most Frequent Online Activities  Included in The Demo Version
Top Used Social Networking Websites  Included in The Demo Version
Facebook Usage: General
Active Time  Included in The Demo Version
Purposes  Only in the Advanced Report
Activities  Only in the Advanced Report
Devices Used  Only in the Advanced Report
Selected Comparisons:
Purposes VS. Gender  Only in the Advanced Report
Purposes VS. Age Groups  Only in the Advanced Report
Purposes VS. Devices Used  Only in the Advanced Report
Usage Patterns VS. Gender  Only in the Advanced Report
Usage Patterns VS. Age Groups  Only in the Advanced Report
Usage Patterns Vs. Devices Used  Only in the Advanced Report
Facebook Usage: Interaction with Pages
Reasons to Like  Only in the Advanced Report
Reasons to Unlike  Only in the Advanced Report
Reasons to Like VS. Gender  Only in the Advanced Report
Reasons to Like VS. Age Groups  Only in the Advanced Report
Reasons to Unlike VS. Gender  Only in the Advanced Report
Reasons to Unlike VS. Age Groups  Only in the Advanced Report

Facebook Usage: Breaks from Using Facebook
Percent of Users Had Taken Breaks Recently  Only in the Advanced Report
Reasons to Take Beaks  Only in the Advanced Report
Taking Breaks VS. Gender  Only in the Advanced Report
Taking Breaks VS. Age Groups  Only in the Advanced Report

SECTION III: ITERACTION TO ONLINE ADS
General Attitudes Towards Online Ads: The Positivity-Negativity Funnel
Eye-catchy  Included in The Demo Version
Would Be Followed  Included in The Demo Version
Credible  Included in The Demo Version
All Over the Place  Included in The Demo Version
Distracting  Included in The Demo Version
Annoying  Included in The Demo Version
Concluding Remark:
Percent of Users Never Care About Online Ads  Only in the Advanced Report
Trust Patterns:
Trust VS. Channels  Included in The Demo Version
Trust VS. Categories  Included in The Demo Version
The Totally Trusted Map: 4X4  Included in The Demo Version
Actions Undertaken  Only in the Advanced Report
Specific Insight: Response to Facebook Ads
Response Rate  Only in the Advanced Report
Response to Facebook Ads VS. Gender  Only in the Advanced Report
Response to Facebook Ads VS. Age Groups  Only in the Advanced Report
Response to Facebook Ads Vs. Devices Used  Only in the Advanced Report

SECTION IV:
DETAILS ON THE TOTALLY TRUSTED AMONG ONLINE ADS
Totally Trusted Sector: Communication
Demographic Segmentation for the Users Who Totally Trust the Ads by
Communication Sector  Only in the Advanced Report
Behavioral Segmentation for the Users Who Totally Trust the Ads by
Communication Sector  Only in the Advanced Report
Channels Trusted Among Users Who Totally Trust the Ads by Communication
Sector  Only in the Advanced Report
Actions Undertaken by Users Who Totally Trust the Ads by Communication
Specific Insight: Reaction to Facebook Ads Among Users Who Totally Trust the
Ads by Communication Sector  Only in the Advanced Report
Totally Trusted Sector: Technology
Demographic Segmentation for the Users Who Totally Trust the Ads by
Technology Sector  Only in the Advanced Report
Behavioral Segmentation for the Users Who Totally Trust the Ads by Technology
Channels Trusted Among Users Who Totally Trust the Ads by Technology Sector
 Only in the Advanced Report
Actions Undertaken by Users Who Totally Trust the Ads by Technology Sector
Ads by Technology Sector  Only in the Advanced Report

Totally Trusted Sector: Home Appliances
Demographic Segmentation for the Users Who Totally Trust the Ads by Home
Appliances Sector  Only in the Advanced Report
Behavioral Segmentation for the Users Who Totally Trust the Ads by Home
Appliances Sector  Only in the Advanced Report
Channels Trusted Among Users Who Totally Trust the Ads by Home Appliances
Actions Undertaken by Users Who Totally Trust the Ads by Home Appliances
Ads by Home Appliances Sector  Only in the Advanced Report
Totally Trusted Sector: Food & Beverages
Demographic Segmentation for the Users Who Totally Trust the Ads by Food &
Beverages Sector  Only in the Advanced Report
Behavioral Segmentation for the Users Who Totally Trust the Ads by Food &
Beverages Sector  Only in the Advanced Report
Channels Trusted Among Users Who Totally Trust the Ads by Food & Beverages
Actions Undertaken by Users Who Totally Trust the Ads by Food & Beverages
Ads by Food & Beverages Sector  Only in the Advanced Report
Totally Trusted Channel: Search Engines
Demographic Segmentation for the Users Who Totally Trust the Ads Displayed in
Search Results  Only in the Advanced Report
Behavioral Segmentation for the Users Who Totally Trust the Ads Displayed in
Search Results  Only in the Advanced Report
Sectors Trusted Among Users Who Totally Trust the Ads Displayed in Search
Results  Only in the Advanced Report
Actions Undertaken by Users Who Totally Trust the Ads Displayed in Search
Results  Only in the Advanced Report
Ads Displayed in Search Results  Only in the Advanced Report

Totally Trusted Channel: Social Media
Social Media  Only in the Advanced Report
Social Media  Only in the Advanced Report
Sectors Trusted Among Users Who Totally Trust the Ads Displayed in Social
Media  Only in the Advanced Report
Actions Undertaken by Users Who Totally Trust the Ads Displayed in Social Media
Ads Displayed in Social Media  Only in the Advanced Report
Totally Trusted Channel: Mobile Text Messages (SMS)
Demographic Segmentation for the Users Who Totally Trust the Ads Delivered in
SMS  Only in the Advanced Report
Behavioral Segmentation for the Users Who Totally Trust the Ads Delivered in
SMS  Only in the Advanced Report
Sectors Trusted Among Users Who Totally Trust the Ads Delivered in SMS
Actions Undertaken by Users Who Totally Trust the Ads Delivered in SMS
Ads Delivered in SMS  Only in the Advanced Report
Totally Trusted Channel: Online Video (in-video)
Online Video  Only in the Advanced Report
Online Video  Only in the Advanced Report
Sectors Trusted Among Users Who Totally Trust the Ads Displayed in Online
Video  Only in the Advanced Report
Actions Undertaken by Users Who Totally Trust the Ads Displayed in Online
Video  Only in the Advanced Report
Ads Displayed in Online Video  Only in the Advanced Report

SECTION V:
SELECTED SEGMENTS PROFILE
Demographic Segments (Full Analysis per Segment)
Male Users; aged 18 – 24  Only in the Advanced Report
Female Users; aged 18 – 24  Only in the Advanced Report
Male users; aged 25 – 34  Only in the Advanced Report
Female Users; aged 25 - 34  Only in the Advanced Report
Male Users; aged 35 +  Only in the Advanced Report
Female Users; aged 35 +  Only in the Advanced Report
Behavioral Segmentation (Full Analysis per Segment)
Internet Savvy  Only in the Advanced Report
Social Media Savvy  Only in the Advanced Report
Highly Engaged Users  Only in the Advanced Report
Opportunity Seekers  Only in the Advanced Report
Communicators  Only in the Advanced Report
Socializers  Only in the Advanced Report
Expressers  Only in the Advanced Report
Breakers  Only in the Advanced Report
Unlikers  Only in the Advanced Report
Credibility Believers  Only in the Advanced Report
Ad Clickers  Only in the Advanced Report
Ad Resistant Users  Only in the Advanced Report

Launch Event
Report were launched in a distinguished event with participation
from a diversified group of marketing and e-marketing
professionals.

“This is the first time in Egypt to
have this volume of information
and statistics that guides our
future steps”
Testimonials

Mohamed El Sakka
Brand Manager - Henkel
“Provided Insights that should be
employed in aligning our
operations towards more
relevancy to the target consumer”
Testimonials

About the Report
About eMarketing Egypt
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.
Copyrights & Citation
You are free to share this demo version and use it as a reference, but just make sure to cite
eMarketing Egypt, E-marketing Insights in Egypt, Jan. 2016.
Contact Us
Head Office: 37 Amman St, Fourth Floor, El Dokki, Giza, Egypt.
E-Mail: info@emarketing-egypt.com Mobile: (+2) 01063039037
Commercial Office: Smart Village Building (B-5), Cairo-Alexandria Desert Road, Giza- Egypt.
Saudi Office (Jeddah): Medina Road, Gulf Centre, Office No. 210-211

Users’
Profile
Usage
Insights
Interaction to
Online Ads

Important Note
Users’ profile data are based on estimates
captured directly from Facebook
advertising system on 10-Dec., 2015.

Selected Highlights
Global Size
» Facebook is the largest social network
worldwide, with Monthly Active Users (MAUs)
reached 1.54 billion as of September 30, 2015,
an increase of 14% year-over-year, according to
FB official release.
» It’s now the largest virtual country on earth,
exceeding China’s 1.3 billion.

Selected Highlights
Global Size
1 in every 7 people

Selected Highlights
Global Economic Impact: 2014
$ 227

Global Highlights
Global Leaders
12.30%
8.41% 6.41%
4.79%
3.75%
64.34%
Global Leaders
United States India Brazil
Indonesia Mexico Others
» USA leads the global
Facebook users with
193 Million users that
are representing
about 12 % of the
global Facebook users.
» While Taiwan leads in
terms of penetration
(85%).
» Egypt comes in the
13th place.
Source: Facebook.

Selected Highlights
Regional Comparisons
» Egypt leads among
the Arab countries
with 28 million
Facebook users that
are representing
about 30% of
Facebook users in the
Arab world.
» However, Qatar leads
in terms of
penetration (69%).
29.47%
10.45%
10.45%
10.45%
10.03%
29.15%
Regional Leaders
Egypt Saudi Arabia Algeria
Iraq Morocco Others
Source: Facebook.

Facebook in Egypt
The Size
Users
28 Million

31%
Facebook in Egypt
Penetration
Sources: Facebook, CAPMAS.
% of Total Population Facebook
Users:

Facebook in Egypt
Users’ Profile: Overall
65%
35%
Gender
17%
35%
30%
11%
7%
Age Groups
13 - 17
18 - 24
25 - 34
35 - 44
45+
Source: Facebook.

Facebook in Egypt
Users’ Profile: Relationship Status
2%
11%
2%
13%
72%
In a relationship
Single
Engaged
Married
Unspecified
Source: Facebook.

Facebook in Egypt
Users’ Profile: Gender Roles

Facebook in Egypt
Users’ Profile: Age Groups versus Gender
17%
38%
28%
10%
7%
13 - 17
18 - 24
25 - 34
35 - 44
45+
14%
32%
32%
14%
8%
13 - 17
18 - 24
25 - 34
35 - 44
45+
Source: Facebook.

Facebook in Egypt
Users’ Profile: Relationship Status versus Gender
2%
12%
1%
8%
77%
In a relationship
Single
Engaged
Married
Unspecified
Source: Facebook.
2% 11%
3%
13%
71%
In a relationship
Single
Engaged
Married
Unspecified

Facebook in Egypt
Users’ Profile: Devices Used
61%
10%
7%
22%
Devices Used
Samsung
Apple
Nokia
Others
82% of Facebook Users Are Accessing from Mobile
Source: Facebook.
82%

Facebook in Egypt
Users’ Profile: Browsers Used
53%
8%
0%
39%
Chrome
Firefox
Internet Explorer
Others
Source: Facebook.

Facebook in Egypt
Top Pages / Selected Categories
Featured
Analytics

Users’
Profile
Usage
Insights
Interaction to
Online Ads

• This is The final sample size is and it was structured inline
with the total internet users structure (in terms of gender &
age).
• This sample size and structure assures representation of
total internet users in Egypt with 99% confidence level and +
/ - 4.0 margin of error.
• Users survey was conducted during the period from
10-10-2015 to 14-12-2015.
Methodology: Sampling
• All figures presented later are % of total sample (n),
or of concerned group.

15%
35%30%
12%
8%
13 - 17
18 - 24
25 - 34
35 - 45
45+
Age & Gender
Methodology: Sample Structure
60%
40%
Male
Female
n = 1500

Age VS. Gender
16%
39%
28%
10%
7%
13 - 17
18 - 24
25 - 34
35 - 45
45+
14%
32%
32%
14%
8%
13 - 17
18 - 24
25 - 34
35 - 45
45+
n = 900 n = 600

Cairo; 27%
Giza; 11%
Alexandria; 10%
Al Sharqia; 6%
Gharbia; 5%
Dakahlia; 5%
Qalyubia; 4%
Sohag; 4%
Monufia; 3%
Behira; 3%
Minya; 3%
Asyout; 3%
Faiyum; 2%
Others; 14%
Geographic Distribution
n = 1500

Methodology: Quality Control
3500+Reponseswereexcludeddueincompletenessor
mismatchwiththetargetsamplestructure
Total
Excluded
Survey was filled by 5000+ users
`Thanks to the online exposure and
support from our partners

n = 1500
General Views
72%
20%8%
Agree
Niether; Nor
Disagree
I CAN’T live without the internet …

62%
35%3%
n = 1500
General Views
64%
33%3%
Using the internet had enabled more …
Learning
Opportunities
Social Activity
and
Networking

n = 1500
General Views
33%
51%
16%
Using the internet facilitated interaction with …
Business
Organizations
31%
50%
19%
23%
50%
27%
Community
Organizations
Governmental
Organizations

n = 1500
General Views
The most frequent activities …
78%
71%
60%
49%
47%
46%
28%
16%
12%
15%
16%
23%
26%
28%
22%
18%
10%
8%
6%
11%
14%
23%
22%
26%
49%
33%
50%
42%
30%
Social Media
Finding Information (search engines)
Following Events and News
Finding Information (specific websites)
Entertainment
Email
Downloading Software
Online Gaming
Online Shopping
0% 20% 40% 60% 80% 100%
Several times a day Once a day Less often Never
Social Media

n = 1500
Social Media Platforms
Having accounts on the following social media …
98%
56%
48%
35%
16%
10%
4%
7%
Facebook
Google+
Twitter
Istagram
Linkedin
Ask.fm
Flickr
Others
0% 20% 40% 60% 80% 100%

Facebook
Active
Time

Facebook Usage
97% of Facebook users use it on a daily basis, and
26% of them stay active for two-six hours
26%
18%
12%
12%
13%15%
4%
Several times a day; Two - less than six hours
Several times a day; One - less than two hours
Several times a day; 30 minutes - less than one hour
Several times a day; 15 minutes - less than 30 minutes
Several times a day; less than 15 minutes
Once a day
Less frequent

Facebook Usage
Facebook users tend more to like pages
than to join groups
32%
28%
29%
9%
2%
20%
19%
35%
20%
6%
Joining
Groups
Liking
Pages
Users’
Profile
Usage
Insights
Interaction to
Online Ads

Interaction to
Online Ads

General Attitudes
General Attitudes

General Attitudes
Positive Attitudes
Negative Attitudes

General Attitudes
OnlineAdsAre …
n = 1500
Eye-
catching
63%
28%
9%

General Attitudes
OnlineAdsAre …
34%
36%
30%
n = 1500
To Be
Followed

General Attitudes
OnlineAdsAre …
n = 1500
Credible
21%
51%
28%

General Attitudes
Online Ads Are …
n = 1500
All
OverthePlace
68%
22%
10%

General Attitudes
Online Ads Are …
n = 1500
Distracting
47%
31%
22%

General Attitudes
Online Ads Are …
n = 1500
Annoying
35%
40%
25%

Trust Patterns

Trust Vs.OnlineAdsFormats/Channels
10%
15%
15%
17%
17%
24%
28%
53%
45%
49%
56%
44%
65%
57%
37%
40%
35%
27%
39%
11%
16%
Display and banner advertising
Mobile (in-app advertising)
Email advertising
Online video (in video Ads)
Mobile (SMS Ads)
Social media advertising
Displayed in search results
0% 20% 40% 60% 80% 100%
Totally trusted Somehow trusted Never trusted
What is trusted the most …
n = 1146; users who care (or not sure if they care) about online Ads

Trust Vs. Sectors
Users’ Directions
27%
14%
9%
9%
8%
5%
5%
4%
2%
2%
14%
Communications
Home Appliances
Technology
Food & Beverages
Clothing
Training & Education
Travel & Tourism
Automotive
Home Furniture
Construction & Real Estate
Others
0% 5% 10% 15% 20% 25% 30%
Sectors Mentioned as the Most Trusted
Analysis of 500+ users’ comments to direct further analysis of the most
trusted sectors
Note: multiple sectors mentioned per comment.

28%
30%
40%
44%
49%
57%
49%
46%
23%
13%
12%
10%
Food & Beverages
Home Appliances
Technology
Communication
0% 20% 40% 60% 80% 100%
Totally trusted Somehow trusted Never trusted
Trust Vs. Selected Sectors
What is trusted the most …
n = 1146; users who care (or not sure if they care) about online Ads

The Totally Trusted Mapping
4 X 4
Communications Technology
Home Appliances Food&Beverages
Search Social Media
Mobile
(SMS)
OnlineVideo
(in-video)
Sectors Channels

Online Competitive Intelligence Copyright © eMarketing Egypt 2015Online Competitive Intelligence Copyright © eMarketing Egypt 2016
SampleDeliverablesoftheAdvancedReport
E-Marketing Insights
Advanced Report
E-Marketing Insights
Advanced Report

ORDER THE FULL REPORT
TO GET MORE DETAILS
ABOUT THE FOLLOWING DELIVERABLES

Specific Views
Use Facebook
Why Do Users

To get news, information and advice about
various issues.
To stay in touch with friends / family.
For fun / entertainment.
To contribute to my community and society.
Purposes of Using Facebook
For professional use.
To express my views.
To gain supporters for public issues.
To grow my personal network / friends.
To find jobs / freelancing / consulting
opportunities etc.
Versus Gender Versus Age Group
18 – 25 – 35
Versus Most Frequent
Used Device

Specific Views
Like Unlike
Why Do Users

What Made You Like a Facebook Page
I was already a customer of this brand.
To receive discounts, promotions and giveaways.
To show others that I like / support this brand.
Versus Gender Versus Most Frequent
Used Device
Just because a friend of mine liked it.
A friend of mine asked me to do so.
To get access to a certain content /
information/ advice.
To be the first that knows information about
this brand.
Versus Age Group
18 – 25 – 35

What May Cause You to Unlike a Facebook Page
I had a negative experience with their products / services.
I was liking the page to benefit a certain / onetime offer.
My circumstances changed (i.e. moved, married, left a job,
etc.).
Page posted too frequently.
Versus Gender Versus Most Frequent
Used Device
Page posts were somehow
offensive (e.g. political etc.).
Page posts were not useful.
Page posts were too promotional.
Versus Age Group
18 – 25 – 35

Specific Views
How many Users
Take Breaks

Had you ever voluntarily taken a break from using Facebook
No real reason.
Was too busy / Didn’t have time for it.
Just wasn’t interested.
Waste of time / I found content was not relevant.
Too much drama/gossip/negativity/conflict.
Just got tired/bored with it.
Concerns about privacy.
Prefer other ways to communicate / Facebook not “real life”.
Versus Gender
Versus Age Group
18 – 25 – 35
Versus Most Frequent
Used Device

Selected Segments Profile

Credibility Believers
Trusting
Ad clickers
Resistant Users
Internet Savvy's
Social Media Savvy's
Communicators
Socialists
Opportunity Seekers
Expressers
Breakers
Engaged
Unlikers
18-24
25-34
35+
Male Users Aged
18-24
25-34
35+
Female Users Aged

Demographic Segmentation Details to Be Revealed per Segment
Male Users; aged 18 - 24
Female Users aged 25 - 34
Male Users aged 25 - 34
Female Users aged 18 - 24
Female Users aged 35 +
Male Users aged 35 +
General views towards the internet
Most frequent activities undertaken online
Average active time on Facebook
Most frequently used devices to access Facebook
Most frequent activities undertaken on Facebook
Do they take breaks & why?
What makes them like a page on Facebook?
What makes them unlike a page on Facebook?
What gains their trust among online Ads?
What are their actions to online Ads?

Behavioral Segmentation Details to Be Revealed per Segment
Demographics
General views towards the internet
Most frequent activities undertaken online
Average active time on Facebook
Most frequently used devices to access Facebook
Most frequent activities undertaken on Facebook
Do they take breaks & why?
What makes them like a page on Facebook?
What gains their trust among online Ads?
What are their actions to online Ads?
Internet Savvy
Opportunity Seekers
Engaged
Social Media Savvy
Breakers
Communicators
Unlikers
Expressers
Socialists
Ad Clickers
Trusting
Ad Resistant Users
Credibility Believers

Details on Selected Sectors
Details to Be Revealed per Sector
Demographic segmentation for the users
who totally trust the Ads by each sector.
Behavioral segmentation for the users who
totally trust the Ads by each sector.
Channels trusted among users who totally
trust the Ads by each sector.
Actions undertaken by users who totally
trust the Ads by each sector.
Specific Insight: reaction to Facebook Ads.
Communications Technology
Home Appliances Food&Beverages

Details on Selected Channels
Search Social Media
Mobile
(SMS)
OnlineVideo
(in-video)
Demographic segmentation for the users
who totally trust the Ads by each sector.
Behavioral segmentation for the users who
totally trust the Ads by each sector.
Sectors trusted among users who totally
trust the Ads served by each channel.
Actions undertaken by users who totally
trust the Ads served by each channel.
Specific Insight: reaction to Facebook Ads.
Details to Be Revealed per Channel

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