Facebook Insights 2013

2

Table of ContentsConclusions 3

Overview 4

Report Plan 5

Egypt Position 6

Global Importance 7

Regional Importance 8

Users’ Profile 9

Users by Age 10

Relationship Status 12

Gender Roles 13

Selected Pages Analytics 17

Appendices 26

Appendix 1: Facebook Global Top 25 27

Appendix 2: Facebook Regional Comparisons 28

Methodological Notes 29

About eMarketing Egypt 30

eMarketing Egypt Online Competitive Intelligence Report 2

3

Conclusions

eMarketing Egypt Online Competitive Intelligence Report Back to Table of Contents3

• Facebook is the largest social network worldwide, with Monthly Active Users (MAUs) reached 1.15

billion as of June 30, 2013, an increase of 21% year-over-year, according to FB official release.

• With 16 million users, Egypt is ranked as the 17th worldwide in terms of audience size, and ranked as

the 1st among Arab region countries.

• In terms of penetration to population, Chile leads the global top 25 countries with about 64%

penetration, while Qatar leads the Arab countries with a bout 47% penetration.

• Facebook in Egypt is a young age community, dominated by those who are below 30 years old, and

also with those who are aged 18 years old represent the largest single year group on Facebook.

• Among those who reported their relationship status, single users represent more than 53%, which

makes Egypt one of the top single countries on Facebook worldwide.

• Facebook users gender distribution is almost similar to that of the total internet picture in Egypt. But

Male/female comparison reveals further that Female users are of much younger ages, with female

users below 30 years old are representing 81% of total female users.

• Analytics of top Facebook pages in Egypt indicates that Egyptian female users are more culture

oriented, while male users are more sports followers, this trend had been almost the same over the

last four years.

http://investor.fb.com/

4eMarketing Egypt Online Competitive Intelligence Report 4

• Facebook is the largest online social network worldwide; it

revolutionized the lives of people and how they spend their time, it

also arguably contributed to the recent “Arab Spring” revolutions.

• According to Facebook, it had about 1.15 billion monthly active

users at the end of June 2013, and about 60% of them log on to

Facebook in any given day.

• By June 2013, Facebook was dominating in every world country

except for Russia and China.

• Facebook mobile had been witnessing remarkable growth

recently, reached to 819 million as of June 30, 2013, an increase

of 51% year-over-year . The Facebook mobile app ranked within

the top five apps on both iOS and Android, securing the #3 spot

among iPhone users.

699 M Daily Active Users

819 M mobile users

Overview

1.15 B Monthly Active Users

Back to Table of Contents

5

Report Plan


• In the following sections, we will be profiling the Facebook in Egypt

including:

1- Egypt position: comparisons of Facebook in Egypt versus global and

regional figures.

2- Users profile: profiling Egyptian users’ demographics mainly in terms of

age, gender and relationship status.

3- Selected pages analytics: profiling estimated analytics for top pages

within selected categories.


6

Egypt Position


• With about 16 million users, Egypt’s Facebook community witnessed about 41%

growth comparing the last year. And it stands as the largest Arabian country on

Facebook in addition to being the 17th largest country on Facebook worldwide.

Table 1 : Egypt Facebook Users OverviewUsers as of July 21, 2013 16,000,000

Users as of July 21, 2012 11,387,300

Growth (One Year) 4,612,700 users (41%)

Current Users % of Egypt Internet Users 48.11%

Current Users % of Egypt Population 18.84%


7

Egypt Position – Global Importance


16%

8% 7%5%

4%

60%

Figure 1: Global Leaders

United

States

India

Brazil

Indonesia

Global Importance

• As of 21st July 2013, Egypt came as the 17th

country on the global Facebook countries list,

with exactly 16 million users that are

representing about 1.4% of global Facebook

users, while USA leads the global Facebook

users with 180 Million users that are

representing about 16% of global Facebook

users.


8

Egypt Position – Regional Importance

Regional Importance

• Egypt is the top using country among Arab

countries, as of 21st July 2013 there were

about 61 million Facebook users in Arab

countries (excluding Sudan and Syria); Egypt

leads with users that are representing more

than 26% of users in Arabia. However; Qatar

leads in terms of penetration with about 47%

of total Qatari population are Facebook users.

26% 12%

10%

10%

8%

34%

Figure 2: Regional Leaders

Egypt

Saudi Arabia

Morocco

Algeria

Iraq

Others

The previous graphs show a quick view of leading countries with Facebook

users, and the appendix tables (1), (2) gives a detailed view of the global

Leaders and the regional countries.

8eMarketing Egypt Online Competitive Intelligence Report Back to Table of Contents

9

Users’ Profile

Overview

• More than 12 million of the Egyptian Facebook users are below 30 years of age, representing more

than 75% of its total users, and there are 10 million male users representing about 63% of total

users.


10

Users’ Profile

Users by Age

• Young generations are dominating the usage of

Facebook in Egypt; users younger than 30 years old

represent about 77% of total users, while users

aged 40 years or older are only about 8% of total

users.

• 18 years old users are the largest single year group

on Facebook with about 1.1 million users

representing alone about 6% of total Facebook

users, the users by age trend, shaped as traditional

pyramid, indicates two related findings:

• Interest in Facebook increases by age for the

currently young people, and decreases with age for

the old people.

• Promising potentiality for wide and sustainable

penetration driven from the currently young

Facebook community (notice the lift-sided pyramid

which peaks early at the 22nd).

28%

32%

17%

10%

5%8%

Figure 3: Age Groups

Under 19s

19-24

25-29

30-34

35-39

40 and Older


11

Users’ Profile

Total Users Age Trend

18 Yrs Old

1,080,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

13

15

17

19

21

23

25

27

29

31

33

35

37

39

41

43

45

47

49

51

53

55

57

59

61

63

# of Users

Age (Yrs)

Figure 4: Facebook Users by Age


12

Users’ Profile

Relationship Status

• 67% of Facebook users didn’t specify their

relationship status, while only 8% of them are

married versus 18% of them are single. By

excluding the non-reporting users, the single users

are representing about 53% of users; this

percentage comes as one of the top percentages

worldwide.18%

3% 4%8%

67%

Figure 5: Relationship Status

Single

Engaged

In a Relationship

Married

Others


13

Users’ Profile

Gender Roles

• Male users represent about 62% of total Facebook users in Egypt; this is almost similar to the male/female

breakdown for Egyptian internet users from a total perspective, and reflects the fact that Facebook is almost

reflecting the total picture of internet community in Egypt.

63%

37%

Figure 7: Facebook Users

Male

Female

61%

39%

Figure 6: Internet Users

Male

Female


14

Users’ Profile

Male Users

• Male users are with older ages than total users’ segmentation, with only about 74% of users are below

30 years. However, they show the same trend with more number of users by older age till it peaks at the

18th and also at 23rd then start declining till it reaches to almost six thousand users aged 64 years. When

it comes to the relationship status, male users have a similar percentage of single versus married users.

18%

4%

2%7%

69%

Figure 9: Male Users

Relationship StatusSingle

In a

RelationshipEngaged

Married

Not Specified

26%

30%18%

11%

6%

9%

Figure 8: Male Users

Age Groups

Under 19s

19-24

25-29

30-34

35-39

40 and Older


15

Users’ Profile

Female Users

• Female users are with much younger ages than male users segmentation, with 82% of female users are

below 30 years old. However, they show the same trend of more number of users by age till it peaks at the

22nd and then start declining till it reaches 2,600 users aged 64 years. When it comes to relationship status,

female users have a lower percentage of single versus married users.

17%

4%

4%10%

65%

Figure 11: Female Users

Relationship Status

Single

In a

Relationship

Engaged

Married

Not Specified

30%

35%

16%

9%

4%

6%

Figure 10: Female Users

Age Groups

Under 19s

19-24

25-29

30-34

35-39

40 and Older


16

Users’ Profile

Age Versus Gender

18 Yrs;

620,000

18 Yrs;

440,000

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

13

15

17

19

21

23

25

27

29

31

33

35

37

39

41

43

45

47

49

51

53

55

57

59

61

63

# of Users

Age (Yrs)

Figure 12: Male & Female Users by Age

Male

Female


17

Selected Pages Analytics

• This section will be profiling of key Facebook pages in Egypt through estimated analytics .

• Selected pages were recognized as top pages in Egypt as per different sources

(e.g. www.facebakers.com). And then we deployed a categorization and filtering criterion (8 different

categories and fans not less than 2 M users)

• The profiled analytics for each page include:• Fans according to nationality (Egyptians / non Egyptians)

• Egyptian users by gender

• Egyptian users Age Groups


http://www.facebakers.com/





18


32%

68%

Figure 13: Geographic

Breakdown

Egypt

Others

Page: نفسكثقف (Educate your Self)

Total Fans: 7,487,910

54%46%

Figure 14: Egyptian Users

by Gender

Male

Female

18%

40%20%

11%

5%6%


Age Groups Below 19s

19-24

25-29

30-34

35-39

40 and

Older


19


44%

56%


Breakdown

Egypt

Others

Page: Amr Khaled


58%

42%


by Gender

Male

Female

18%

39%19%

12%

6%

6%



19-24

25-29

30-34

35-39

40 and

Older


20


56%

44%


Breakdown

Egypt

Others

Page: Amr Diab


62%

38%


by Gender

Male

Female

26%

43%

17%

7%

3% 4%Figure 18: Egyptian Users

Age GroupsBelow 19s

19-24

25-29

30-34

35-39

40 and Older


21


43%57%


Breakdown

Egypt

Others

Page: Ahmed Helmy - أحمد حلمي


61%

39%


by Gender

Male

Female

30%

44%

14%

7%

2% 3%



19-24

25-29

30-34

35-39

40 and

Older

7


22


79%

21%


Breakdown

Egypt

Others

Page: Vodafone Egypt


63%

37%


by Gender

Male

Female

27%

38%

17%

9%


Age GroupsBelow 19s

19-24

25-29

30-34

35-39

40 and Older


23


68%

32%


Breakdown

Egypt

Others

Page: (We Are All Khalid Said) كلنا خالد سعيد


63%

37%


by Gender

Male

Female

20%

39%19%

10%

5%7%


Age GroupsBelow 19s

19-24

25-29

30-34

35-39

40 and

Older


24


74%

26%


Breakdown

Egypt

Others

Page: Al Ahly


73%

27%


by Gender

Male

Female

28%

39%

16%

8%


Age GroupsBelow 19s

19-24

25-29

30-34

35-39

40 and Older


25


69%

31%


Breakdown

Egypt

Others

Page: اليوم السابع (Youm7)


70%

30%


by Gender

Male

Female

15%

33%

20%

14%

7%

11%


Age GroupsBelow 19s

19-24

25-29

30-34

35-39

40 and Older


26

Appendices


27

Appendix 1:Facebook Global Top 25

27eMarketing Egypt Online Competitive Intelligence Report

Country FB Users (#) % of Global Audience Online Population (#) % of Online Population Total Population (#) Penetration

Global 1,150,000,000 100.00% 2,405,518,376 47.81% 7,105,000,000 16.19%1 United States 180,000,000 15.65% 256,415,589 70.20% 316,464,000 56.88%2 India 88,000,000 7.65% 155,064,347 56.75% 1,232,620,000 7.14%3 Brazil 84,000,000 7.30% 96,678,643 86.89% 193,946,886 43.31%4 Indonesia 62,000,000 5.39% 36,501,708 169.86% 237,641,326 26.09%5 Mexico 50,000,000 4.35% 45,108,857 110.84% 117,409,830 42.59%6 United Kingdom 34,000,000 2.96% 55,433,670 61.33% 63,705,000 53.37%7 Philippines 34,000,000 2.96% 35,586,492 95.54% 98,210,000 34.62%8 France 28,000,000 2.43% 54,536,810 51.34% 65,707,000 42.61%9 Germany 28,000,000 2.43% 67,614,120 41.41% 80,493,000 34.79%

10 Italy 26,000,000 2.26% 34,628,368 75.08% 59,704,082 43.55%11 Argentina 24,000,000 2.09% 22,385,340 107.21% 40,117,096 59.82%12 Thailand 24,000,000 2.09% 17,470,459 137.37% 65,926,261 36.40%13 Japan 22,000,000 1.91% 100,670,175 21.85% 127,350,000 17.28%14 Colombia 20,000,000 1.74% 23,116,190 86.52% 47,191,000 42.38%15 Canada 19,200,000 1.67% 30,490,863 62.97% 35,141,542 54.64%16 Spain 18,800,000 1.63% 33,627,106 55.91% 46,704,314 40.25%17 Egypt 16,000,000 1.39% 33,260,000 48.11% 84,939,246 18.84%18 Turkey 15,400,000 1.34% 34,130,638 45.12% 75,627,384 20.36%19 Malaysia 15,400,000 1.34% 19,598,662 78.58% 29,785,200 51.70%20 Taiwan 14,800,000 1.29% 17,739,454 83.43% 23,344,213 63.40%21 Australia 13,000,000 1.13% 19,064,301 68.19% 23,150,462 56.15%22 Peru 11,800,000 1.03% 11,641,505 101.36% 30,475,144 38.72%23 Poland 11,200,000 0.97% 25,046,644 44.72% 38,533,299 29.07%24 Venezuela 11,000,000 0.96% 12,749,484 86.28% 28,946,101 38.00%25 Chile 10,600,000 0.92% 10,216,666 103.75% 16,634,603 63.72%


28

Appendix 2: Facebook Regional Comparisons

28eMarketing Egypt Online Competitive Intelligence Report

Country FB Users (#) % of Regional Audience Online Population (#) % of Online Population Total Population (#) Penetration

Arab Region 60,838,000 100.00% 107,376,041 57% 297,351,982 20.46%1 Egypt 16,000,000 26.30% 33,260,000 48.11% 84,939,246 18.84%2 Saudi Arabia 7,400,000 12.16% 15,765,783 47% 29,195,895 25.35%3 Morocco 6,400,000 10.52% 18,147,030 35% 32,994,600 19.40%4 Algeria 5,800,000 9.53% 5,771,422 NA 37,900,000 15.30%5 Iraq 4,800,000 7.89% 2,513,684 NA 35,404,000 13.56%6 Tunisia 4,200,000 6.90% 4,466,368 94% 10,777,500 38.97%7 United Arab Emirates 4,200,000 6.90% 7,024,460 60% 8,264,070 50.82%8 Jordan 3,000,000 4.93% 2,655,119 NA 6,475,900 46.33%9 Lebanon 1,900,000 3.12% 2,953,465 64% 4,822,000 39.40%

10 Palestine 1,360,000 2.24% 1,326,165 NA 4,420,549 30.77%11 Kuwait 1,200,000 1.97% 2,836,206 42% 3,582,054 33.50%12 Libya 1,200,000 1.97% 1,231,947 97% 6,202,000 19.35%13 Yemen 1,080,000 1.78% 4,279,103 25% 24,527,000 4.40%14 Qatar 900,000 1.48% 1,688,455 53% 1,916,426 46.96%15 Oman 800,000 1.31% 2,298,932 35% 3,831,553 20.88%16 Bahrain 500,000 0.82% 1,086,422 46% 1,234,571 40.50%17 Djibouti 72,000 0.12% 71,480 NA 864,618 8.33%18 Comoros 26,000 0.04% 43,279 60% 724,300 3.59%

NA = Not Available; due to source data discrepancy


29

Methodological Notes

• This edition of the annual report got published on the 30th August 2013.

• Data about Facebook global position published by Facebook Investor Relations.

• All data and insights about Facebook users were collected directly from Facebook on the 21st, July,

2013.

• The percentage of age groups were calculated from the number of users identified within a particular

age bracket to the total number of users who reported their age data (exclusion of not specified ages).

• For the purposes of this report, Arab countries were defined as per the League of Arab States with the

exclusion of Sudan & Syria due to lack of Facebook users data..

• Countries’ population data were got directly from official sources or when not available from UN

estimates.

• Countries’ online population data were got from the International Telecommunication Union web site

(http://www.itu.int), accessed on the 15th, August 2013.

• Egypt online population data were got from official source: www.mcit.gov.eg, accessed on the 15th,

August 2013.

• Data about the profiled Facebook pages are all estimates captured directly from Facebook on the 17th

August 2013.







http://www.lasportal.org/








30

About eMarketing Egypt

About Us

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.

Citation

You are free to share this report and use it as a reference, but just make sure to cite eMarketing Egypt, August 2013.

Contact Us

Address:

Head Office: 42 Abd Elmonem Riyad st, Fifth Floor, Mohandseen, Giza, Egypt.

Commercial Office: Smart Village, B-115, Cairo-Alex Desert Road, Egypt

E-mail: [email protected] Website: www.emarketing-egypt.com


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Facebook Insights 2013

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