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

http://www.emarketing-egypt.com/e-marketing-insights-2015-edition



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 EventReport 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 SakkaBrand 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 thatprovides a full integrated e-marketing services starting from situation analysisto delivering the promised results. eMarketing Egypt combines expertise fromthe competitive intelligence field with the internet marketing professionalismto support its clients with a fully integrated internet marketing strategy andstrategic 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 Intelligenceand Online Marketing into an integrated decision support for online business decision makersthrough 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 citeeMarketing Egypt, E-marketing Insights in Egypt, Jan. 2016.

Contact Us

Head Office: 37 Amman St, Fourth Floor, El Dokki, Giza, Egypt.

E-Mail: [email protected] 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



http://www.emarketing-egypt.com/




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.



http://investor.fb.com/


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

Users28 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

FeaturedAnalytics




Users’ Profile

Usage Insights





• This is The final sample size is and it was structured inlinewith the total internet users structure (in terms of gender &age).

• This sample size and structure assures representation oftotal internet users in Egypt with 99% confidence level and +/ - 4.0 margin of error.

• Users survey was conducted during the period from10-10-2015 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+ Reponses were excluded due incompleteness or mismatch with the target sample structure

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%




FacebookActiveTime




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




General Attitudes

General Attitudes




General Attitudes

Positive Attitudes

Negative Attitudes




General Attitudes

Online Ads Are …

n = 1500

Eye-catching

63%

28%

9%




General Attitudes

Online Ads Are …

34%

36%

30%

n = 1500

To Be Followed




General Attitudes

Online Ads Are …

n = 1500

Credible

21%

51%

28%




General Attitudes

Online Ads Are …

n = 1500

All Over the Place

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. Online Ads Formats /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)

Online Video (in-video)

Sectors Channels



Online Competitive Intelligence Copyright © eMarketing Egypt 2015Online Competitive Intelligence Copyright © eMarketing Egypt 2016

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E-Marketing Insights Advanced Report

E-Marketing Insights

Advanced Report




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ORDER THE FULL REPORT TO GET MORE DETAILS

ABOUT THE FOLLOWING DELIVERABLES




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Use FacebookWhy Do Users




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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 Group18 – 25 – 35

Versus Most FrequentUsed Device




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Like Unlike

Why Do Users




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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 FrequentUsed 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 Group18 – 25 – 35




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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 FrequentUsed Device

Page posts were somehow offensive (e.g. political etc.).

Page posts were not useful.

Page posts were too promotional.





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How many Users

Take Breaks




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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 Most FrequentUsed Device




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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




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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?




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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




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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




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Search Social Media

Mobile (SMS)

Online Video (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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