Digital Media in MENA presentation

BBG Research Series

Strategies For Reaching Digital Media Users In MENA: One Region, Mul=ple Reali=es.

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Gallup World Poll Coverage

Copyright © 2013, 2015 Gallup, Inc. All rights reserved

§  Nationally representative samples of population aged 15 and older collected in 2015

§  Approximately 1,000 interviews conducted per country annually

§  Face-to-face, hour-long interviews in respondents’ homes or 30-minute telephone interviews

§  Interviews conducted in Arabic and English §  Probability-based selection of:

§  interviewing locations (Primary Sampling Units)

§  households §  adult respondent in household

Gallup World Poll Methodology

3 Copyright © 2015 Gallup, Inc. All rights reserved

One Region, Multiple Realities The Economics


Regional GDP Per Capita


*PPP in current international dollars, estimates from IMF

Right now, do you feel your standard of living is getting better or getting worse?


77%

53%

48%

32%

32%

27%

Saudi Arabia

Jordan

Egypt

Palestinian Territories

Tunisia

Lebanon

Among total population, % getting better

Thinking about the city or area where you live, would you say that now a good time or a bad time to find a job?


64%

33% 32%

20% 19% 13%

Saudi Arabia Egypt Jordan Lebanon Tunisia Palestinian Territories

Among total population, % good time

Would you rather work for the government or a business?

8

69%

68%

66%

43%

40%

39%

24%

17%

29%

33%

33%

26%

5%

14%

5%

22%

24%

35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Saudi Arabia

Egypt

Jordan

Palestinian Territories

Tunisia

Lebanon

Government Business Neither

Copyright © 2015 Gallup, Inc. All rights reserved

One Region, Multiple Realities The Politics


29% 25%

13%

13% 12% 9%

8% 9%

17%

11%

0%

5%

10%

15%

20%

25%

30%

35%

2005 2007 2008 2009 2010 2011 2012 2013 2014 2015

Egypt % Thriving

14% 14% 15%

11%

18%

14%

19% $8,343

$8,994 $9,620 $9,922 $10,318 $10,496 $10,656 $10,742 $10,877 $11,194

$-

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

GDP per capita, PPP*

GDP and Life Evaluations

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*In current international dollars, estimates from IMF

Ara

b up

risin

g

Copyright © 2014, 2015 Gallup, Inc. All rights reserved

Regional Life Evaluation


43%

30%

21%

14% 14% 12%

37%

29%

20%

14%

18% 17%

36%

29%

22% 19% 17%

11%

Saudi Arabia Jordan Lebanon Tunisia Palestinian Territories

Egypt

Among total population, % thriving

2010 2014 2015

Does your home have internet access?


71% 69%

47% 42% 41%

22%

Saudi Arabia Lebanon Tunisia Palestinian Territories

Jordan Egypt

Among total population, % yes

Thank you

Mohamed Younis Gallup World Poll

[email protected] Follow us on Twitter @GallupAnalytics


Strategies for Reaching Digital Media Users in the MENA Region

What The Data Tells Us

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Online Analytics

National Survey Data

Digital Media

Strategy

Data describes audiences you WANT to have

Data describes audiences you ALREADY have


§  Nationally representative samples of population aged 15 and older in Algeria, Bahrain, Egypt, Iraq, Kuwait, Morocco, Qatar, and Yemen and Saudi Arabia in 2013-2015

§  At least 1,200 interviews per country

§  Interviews are conducted in local Arabic dialect or standard Arabic

§  Probability-based selection §  Face-to-face, one-hour-long interviews in

respondents’ homes or 30-minute telephone interviews

Methodology: National Surveys

16 Copyright © 2014, 2015 Gallup, Inc. All rights reserved

n  In-depth interviews and focus groups with YouTube users in Kuwait and Saudi Arabia (2014)

n  In-depth interviews with smartphone owners in Egypt and Saudi Arabia (2014)

n  Focus groups with TV viewers in Egypt and Morocco (2015)

Methodology: Qualitative Studies

17 Copyright © 2014, 2015 Gallup, Inc. All rights reserved

Digital Media in Context in the MENA Region

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154.2

84.5

49.5 42.8 30.4

10.9

TV Friends and Family

(for news)

Internet Facebook YouTube Twitter

Aggregate number of adults age 15+ using each platform within the past week in nine surveyed countries (millions of people)

Source: Nationally representative surveys in Algeria (n=2034), Bahrain (n=2003), Egypt (n=2000), Iraq (n=2015), Kuwait (n=1200), Morocco (n=2008), Qatar (n=1500), Yemen (n=1500) and Saudi Arabia (n=2008).


Internet: Maghreb and Iraq for Largest Audiences…

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8% 25% 30% 32% 40% 50%

84% 86% 89%

Yemen Egypt Algeria Morocco Iraq Saudi Arabia

Kuwait Bahrain Qatar

Percent of adults aged 15 and older using the Internet within the past week

0.4 0.7 1.1 1.2 7.1 7.7 8.1 8.1

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Bahrain Qatar Kuwait Yemen Morocco Saudi Arabia

Iraq Algeria Egypt

Number of adults aged 15 and older using the Internet within the past week (millions of people)


Gear Web Content Both for Mobiles…

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32.6%

47.0%

80.0%

75.5%

Algeria (n=617)

Morocco (n=640)

Iraq (n=812)

Egypt (n=498)

Percent of past week Internet users who accessed the Internet via a mobile phone

in the past week

§  Virtually 100% in Qatar, Kuwait, and Bahrain accessed the Internet via a mobile phone within the past week.


…and Computers.

n  In the Gulf, most people use both mobile devices AND laptops to access the Internet; 70% of Kuwaitis who access the Internet via mobile devices also access it via laptop.

n  In Egypt, 56% who have watched an online video in the past week have used a laptop.

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“I access the Internet via mobile (when I’m out) and via computer at home.” (Female, Cairo)

“Sometimes I prefer a laptop because it has a clearer screen.” (Male, Saudi)

“If I am not working, I will watch an online video for two hours.” (Male, Kuwait)


Mobile Apps are Popular, but Less so for Traditional News

22

5%

21%

27%

44%

46%

Yemen

Egypt

Iraq

Qatar

Bahrain

Percent of total population using mobile apps within the past week for news

§  In the 2014 Smartphone study, Saudi and Kuwaitis said they used social networking apps (Facebook, WhatsApp, Viber, BBM) much more than new apps.


Facebook and Twitter: Maghreb for the Largest Audiences



0.3 0.6 0.8 0.9

5.8 5.8 6.0

8.5

14.1

0.3 0.3 0.7 0.2 1.6 1.7

2.9 3.1

Bahrain Qatar Kuwait Yemen Iraq Saudi Arabia

Morocco Algeria Egypt

Past week use (millions of adults aged 15 and older)

Facebook Twitter

Higher Penetration Countries for More Active Users

24

6%

23% 27% 29% 31%

38%

60% 65%

74%

Yemen Egypt Morocco Iraq Algeria Saudi Arabia Kuwait Bahrain Qatar

Percent of population using Facebook within the past week



Higher Penetration Countries Have More Diverse Facebook and Twitter Audiences

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Egypt Facebook Users Mostly young males

71% male; 56% < 24 y/o Base: PW FB users (n=468)

Qatar Facebook Users Balance of gender and age

59% male, 22% < 24, 43% > 35 y/o Base: PW FB users (n=928)


In Egypt, Twitter Will Reach Highly Educated, Super Digital Users

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Egypt

% of pw Twitter Users n=105

% of pw Facebook users

n=468

Trust Internet 73.4% 59.4%

Facebook for news at least 1x/day 86% 74%

University education or above 47.5% 35%

§  In Egypt, 71% of Facebook and 78% of Twitter users are male; 56% under the age of 24.


Largest Number of YouTube Past Week Users Are in North Africa

0.27 0.44 0.58 1.10

6.00

7.30

8.80

Bahrain Yemen Qatar Kuwait Morocco Algeria Egypt

Used YouTube within the past week (number of adults in millions)


For Some, YouTube is also an Important Source of “Truthful” News TV Coverage

n  In Morocco, Saudi Arabia, and Kuwait, YouTube is more popular than Facebook.

n  More Kuwaitis named YouTube than any other platform as their most important source of information.

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“Every (platform) completes the other. That means (neither) TV nor

YouTube tells you the complete news.” (Kuwait, male, YouTube user)

“You get things from the Internet you

never get from TV. Most people watch YouTube.”

(Oujda Morocco, male)


A Digital Strategy

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Audience §  Pick one or two countries with high numbers and one or two with high penetration

Platforms

§  Facebook and YouTube for content. §  Twitter to bring attention to content. §  Mobile apps for citizen mediated news §  Integrate digital and traditional platforms.

Countries

§  Egypt and Maghreb for large audiences. §  The Gulf for active and diverse users.

Content

§  High penetration countries – content for men, women, young, and old.

§  Low penetration countries – content for youth, especially men.


But Lack of Trust in all Media Still a Challenge

20%

60%

16%

42%

18%

48%

16% 19%

Kuwait Bahrain Egypt Morocco

Percent of past week internet users who strongly trust each platform

TV Internet

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And Perhaps, Most Importantly Remember…

n  Conditions will change – Keep on asking questions. n  This is just a start – Also need to consider politics, government

regulations and controls, competitors, deeper differences within and among countries, new technologies, etc.


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Copyright © 2014 Gallup, Inc. All rights reserved. Copyright © 2015 Gallup, Inc. All rights reserved

Digital Media in MENA presentation

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