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MENA Internet Usage & Consumption Habits
This document summarizes internet usage and consumption habits in the Middle East and North Africa region based on surveys conducted by Ipsos. It finds that internet penetration varies significantly across countries, ranging from over 75% in the UAE to 23% in Iraq. Social media usage is widespread, led by Facebook, YouTube, and Instagram. E-commerce is most developed in the UAE, where 46% of internet users shop online, compared to just 8-9% in Egypt and Lebanon. Streaming services and online gaming are also growing behaviors among youth in the region.
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MENA Internet Usage & Consumption Habits
- 1. MENA Internet Usage & Consumption Habits @IpsosMENA @ElieAounLeader
- 2. CONTENT • About Us • Methodology • Internet Penetration • Online Vs. Offline • Social Networks • E-Commerce & Online Shopping • Smartphones • Online Streaming • Online Downloads • Electronic Gaming
- 3. Ipsos Today 3rdlargest Market Research firm in the world Publicly traded on Paris Stock Exchange 5,000 clients worldwide Direct presence in 85 countries 16,000+ full-time professionals 20 million interviews per year by telephone, face-to-face, mail and online Ipsos is the only research company owned and managed by Research Professionals
- 4. Ipsos MENA Today Leading Market Research company in the MENA More than 25 years of experience in the MENA market 800 clients in the MENA region Direct presence in 15 countries Covering all MENA region in more than 20 countries 950+ full-time Ipsos employees, 1,500+ freelance interviewers More than 1 million interviews per year
- 5. Ipsos Coverage inMENA Syria Tunisia Iraq Lebanon Iran Morocco Jordan Pakistan Algeria Kuwait Libya Egypt Bahrain Saudi Arabia Qatar UAE Oman Sudan Yemen Ipsos Offices Field & Aff. Off. Lebanon Saudi Arabia Qatar Tunisia Oman Sudan 1988 2001 2011 2007 Syria UAE Egypt Pakistan Yemen Afghanistan 1996 2000 2006 2011 Jordan Kuwait Morocco Iran Libya 1998 1997 2008 2011 Iraq Bahrain Algeria 2006 2002 2003
- 6. Data Collection -Methodology • ICT – Study Countries Covered: The study covers 6 MENA countries (KSA, Egypt, Jordan, UAE, Lebanon, Kuwait). Methodology: Face – to – face interview Sample Size: 22,015 • Ipsos-Gemius Audience Measurement Study Countries Covered & Methodology : The study covers 11 MENA countries. We have “fusion panel” data for four countries (KSA, Egypt, Jordan, and UAE) and this include data of scripted websites and non- scripted websites. And we have “Cookie Panel” data for 11 countries (KSA, Egypt, Jordan, UAE, Lebanon, Kuwait, Iraq , Morocco, Oman, Syria, Qatar) which includes data from scripted websites. Sample Size: Total software panel sample size: 7522 Total cookie panel sample size: 23465
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- 8. MENA Internet Penetration- Geographic Overview KSA, UAE, Egypt(urban), Kuwait, Jordan, Morocco, Lebanon, Qatar, Oman, Iraq, Syria Syria Lebanon (1.7M) (2.7M) Iraq Morocco Jordan (2.2M) (3.9M) Kuwait (7.7M) (1.7M) Qatar Egypt (0.9M) (5.5M) KSA UAE (8.5M) (4.9M) Oman (0.5M) Countries with penetration of over 50% Countries with penetration of lower than 50% Numbers displayed represent internet users per country Internet Total Population 15+ Internet Users Penetration Total MENA 102,895,268 40,234,014 39% GCC 26,711,000 16,220,813 61% North Africa 43,071,000 12,940,822 30% Levant 33,113,268 10,087,433 30% 8
- 9. Internet Population Vs.Internet Penetration MENA Markets Overview Lebanon Internet Internet Egypt penetration Morocco Population UAE 75% Saudi Arabia 8,493,252 Kuwait 64% Morocco 7,743,266 Qatar 61% Egypt Urban) 5,486,481 Saudi Arabia 60% UAE 4,921,236 Lebanon 56% Iraq 3,852,420 Jordan 55% Syria 2,736,715 Morocco 35% Jordan 2,163,700 Syria 30% Kuwait 1,731,341 Oman 28% Lebanon 1,716,960 Egypt (Urban) 26% Qatar 890,160 Iraq 23% Oman 498,483 9
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- 11. Even conventional mediais going online… Penetration across Internet users 40% TV Radio Daily News 35% 30% 25% 20% 15% 10% 5% 0% Lebanon KSA Egypt UAE Kuwait Jordan 11
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- 13. Penetration of Socialnetworks across Internet users Ipsos-Gemius Study Jordan Egypt UAE 88% 79% 73% KSA Kuwait * Lebanon * 68% 58% 47% * ICT Study 13
- 14. Consumed social mediaplatforms among Internet Users Ipsos-Gemius Study 1.2 1 86% 0.8 78% 0.6 59% 66% 52% 46% 0.4 33% 27% 0.2 17% 20% 18% 9% 11% 8% 3% 2% 0 Lebanon KSA Egypt UAE Kuwait Jordan 14
- 15. E- commerce &Online Shopping 15
- 16. Penetration of e-commerceamong Internet users of whom 6% shop online UAE 46% of whom 19% shop online Kuwait 35% of whom 10% shop online KSA 25% of whom 16% shop online Lebanon 9% of whom 5% shop online Egypt 8% 16
- 17. E-commerce Usage –MENA E-Commerce usage in the past 6 UAE KSA Kuwait Lebanon Egypt months Money transfer 43% 33% 52% 49% 31% E-banking Balance checking 38% 37% 52% 12% 16% Paying bills 43% 45% 13% 26% 36% Airline tickets 54% 23% 34% 18% 12% Booking online Cinema tickets 27% 6% 13% 4% 15% Hotel reservation 9% 12% 5% 6% 9% Car rental 3% 9% 1% 7% 3% Other types of bookings 4% 9% 5% 5% 3% Selling items or and services 3% 2% 2% 7% 4% Purchasing items or and services 6% 10% 19% 16% 5% Auctions 2% 6% 2% 5% 35% 17
- 18. Top products purchasedonline UAE Kuwait • Clothing 24% • Clothing 63% • Computer gadgets • Accessories 35% & accessories 22% • Computer gadgets • Accessories 20% & accessories 31% KSA Lebanon • Clothing 14% • Clothing 38% • Internet subscription 13% • Airline Tickets 11% • Accessories 12% • Hotel booking 11% Egypt • Clothing 69% • Others 29% • No Answer 31% 18
- 19. Top E -Commerce Websites – Ranked based on avg. Monthly Internet reach * UAE KSA souq.com 20% souq.com 13% cobone.com 13% sukar.com 8% amazon.com 11% namshi.com 7% Markavip.com 9% Markavip.com 5% Jordan Egypt markavip.com 9% souq.com 10% amazon.com 6% jumia.com 7% alibaba.com 4% alibaba.com 4% ebay.com 2% amazon.com 4% * Ipsos-Gemius Audience Measurement Study 19
- 20. Smartphones 20
- 21. Penetration of Smartphonesacross total population KSA UAE Kuwait 63% 61% 49% Lebanon 36% Jordan 19% Egypt 5% 21 21
- 22. Penetration of mobileapplications & top categories Lebanon Kuwait UAE 70% 65% 63% of smartphone users of smartphone users of smartphone users download applications download applications download applications Top Categories Top Categories Top Categories News & Feeds 40% Mail & IM 37% News & Feeds 55% Fun & Gaming 26% News & Feeds 31% Fun & Gaming 41% Mail & IM 26% Fun & Gaming 29% Multimedia 26% KSA Jordan Egypt 59% 49% 49% of smartphone users of smartphone users of smartphone users download applications download applications download applications Top Categories Top Categories Top Categories Fun & gaming 35% News & Feeds 37% News & Feeds 44% News & Feeds 32% Fun & Gaming 26% Multimedia 25% Mail & IM 25% Multimedia 22% Safety & Security 25% 22
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- 24. Penetration of onlinestreaming across Internet users UAE Kuwait KSA 54% 49% 43% Jordan Lebanon Egypt 36% 23% 15% 24
- 25. Type of ContentStreamed Online • Movies 39% • Music Videos 47% • Entertainmen 36% • Movies 38% • Movies 45% t/ Events • Educational 36% • Series 32% • Music videos 35% • Movies 44% • Series 31% • Movies 55% • Music Videos 20% • Movies 30% • Promo/ Ads 29% • Entertainment • Music Videos 26% 20% • Educational 20% Events 25
- 26. Top Videos Websites– Ranked based on avg. Monthly Internet reach * KSA Jordan youtube.com 71% youtube.com 68% dardarkom.com 6% dailymotion.com 4% dailymotion.com 4% imdb.com 3% imdb.com 3% dardarkom.com 1% UAE Egypt youtube.com 71 % youtube.com 60% dailymotion.com 8% cima4u.com CIMA4U 3% imdb.com 6.% dailymotion.com 3% cima4u.com CIMA4U 0.38% imdb.com 2% * Ipsos-Gemius Audience Measurement Study 26
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- 28. How many ofinternet users download online? UAE - 63% KSA - 55% Kuwait - 49% Jordan - 54% Lebanon - 38% Egypt - 23% 28
- 29. What type ofcontent do they download? UAE KSA • Music 83% • Music 74% • Videos 45% • Videos 42% • Software 39% • Games 40% Kuwait Jordan • Music 83% • Music 85% • Videos 45% • Games 34% • Software 39% • Videos 19% Lebanon Egypt • Music 86% • Music 86% • Games 43% • Games 41% • Videos 22% • Videos 39% 29
- 30. Online games 30
- 31. Penetration of electronicgames among total population Jordan KSA Kuwait 40% 38% 38% Lebanon UAE Egypt 37% 31% 17% 31
- 32. Top Games Websites,Ranked based on avg. Monthly Internet reach * KSA Jordan travian.com.sa 12% y8.com 18% khanwars.ae 5% g9g.com 6% gamezer.com 5% gamezer.com 4% g9g.com 5% jawaker.com 4% UAE Egypt gamezer.com 7% y8.com 13% khanwars.ae 3% travian.com.eg 10% travian.ae 2% g9g.com 5% 91.com 2% travian.ae 4% * Ipsos-Gemius Audience Measurement Study 32
- 33. Online Content ofInterest 33
- 34. Online content ofinterest UAE KSA Kuwait • Jokes 48% • News & feeds 43% • News & feeds 53% • News & feeds 40% • Jokes 37% • Jokes 43% • Religious • Ring tones 36% 34% • Horoscopes 34% topics Jordan Lebanon Egypt • News & feeds 48% • News & feeds 42% • News & feeds 67% • Religious 44% • Jokes 30% • Horoscopes 28% topics • Weather 32% • Horoscopes 29% • Jokes 22% 34
- 35. Thank You ForYour Trust ! For online traffic insights visit www.rankingmena.com For online audience top line insights visit www.audiencesa.gemius.com Don’t Forget! FOLLOW US : @IpsosMENA 3 35