Internet Consumption Habits - MENA
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Presentation on Internet Consumption Habits - MENA by Gareth Deere, Content &Technology Research Director, MEAP, Ipsos Twitter: @IpsosMENA ArabNet Digital Summit 2013, June 24-26, Dubai, UAE
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Internet Consumption Habits - MENA
- 1. Meet the Screens in MENA @IpsosMENA
- 2. Ipsos Today 3rd largest Market Research firm in the world Publicly traded on Paris Stock Exchange Direct presence in 85 countries 5,000 clients worldwide 950+ full-time employees, 1,500+ freelance interviewers 16,000+ full-time professionals 20 million interviews per year
- 3. Ipsos MENA Today Leading Market Research company in the MENA More than 25 years of experience in the MENA market Direct presence in 15 countries 800 clients in the MENA region 950+ full-time employees, 1,500+ freelance interviewers Covering all MENA region in more than 20 countries More than 1 million interviews per year
- 4. The world has changed
- 5. People are constantly connected and “always on” is their default setting IT’S A NEW WORLD
- 6. Our investigation begins with 9 MENA countries
- 7. We talked with 25,928 people
- 9. but not always equal All screens are important
- 10. 71% 21% 1% 2% 0% 58% 8% 22% 18% 25% TV Daily newspapers Internet Radio Mobile Ad spend by media Daily reach by media Use Mobile Internet regularly Data for UAE, KSA, Lebanon, Egypt Source: Ipsos MediaCT Statex, Ipsos MediaCT BrandPuls, Industry Estimates (2011) JUST LOOK AT AD SPEND VERSUS DAILY REACH BY MEDIA
- 11. BEYOND HOW THEY USE, TO HOW THEY ENGAGE
- 12. The Television
- 14. TAP INTO MY EMOTIONS DON’T MAKE ME WORK TOO HARD ENTERTAIN ME HELP ME RELAX
- 15. TV remains the most credible media for 39% of MENA adults, internet most credible for 17%
- 16. BUT EVEN CONVENTIONAL MEDIA IS GOING ONLINE…. 0% 5% 10% 15% 20% 25% 30% 35% 40% UAE KSA Egypt Kuwait Jordan Lebanon Oman Qatar Bahrain TV Radio Daily News Penetration across total population
- 17. The Computer
- 19. GIVE ME A CHALLENGE – LET ME COMPETE TEACH ME SOMETHING LET ME SHOW YOU WHAT I’VE LEARNED HELP ME BECOME WHAT I CAN BE LET ME PARTICIPATE AND CONTRIBUTE GIVE ME SOMETHING THAT MAKES ME LOOK GOOD
- 20. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% VIDEO, FORUMS, E-COMMERCE, WOMEN%Reachpastmonth Base: Internet Users across key MENA markets - March 2013 Source: Ipsos Gemius Monthly Reach of Online Categories Across Main MENA Markets Music 10% Videos 59% Forums 30% Women 28% E- Commerce 28% Government 14% Health 10% Education 6%
- 21. The Mobile
- 23. MAKE ME FEEL LIKE I BELONG HELP ME FIT IN HELP ME MAKE THE MOST OF MYSELF MUST KNOW ME PERFECTLY SURPRISE ME KEEP ME ON TOP OF MY LIFE
- 24. Qatar 70% Oman 68% KSA 63% UAE 61% Bahrain 36% Egypt 5% Kuwait 49% Lebanon 36% Jordan 19% PENETRATION OF SMARTPHONES (TOTAL POPULATION )
- 25. The only way is up: more revenue, more content 45% of adults in UAE pay for mobile data Two in five adults in UAE are downloading mobile apps Source: Ipsos ICT Study 2013
- 26. PENETRATION OF MOBILE APPLICATIONS ACROSS SMARTPHONE USERS (who have Internet access ) 71%89% 49%59% Bahrain Oman 70% Lebanon UAE Kuwait 56%65% 63% 42% KSA QatarJordan Egypt
- 27. PENETRATION OF MOBILE APPLICATIONS AMOUNG SMARTPHONE USERS (who have Internet access ) Bahrain Oman Lebanon UAE Kuwait KSA QatarJordan Egypt Fun & Gaming Multimedia Mail & IM Fun & Gaming News & Feeds Fun & Gaming Mail & IM News & Feeds News & Feeds Fun & Gaming Fun & Gaming News & Feeds Mail & IM Fun & Gaming News & Feeds Fun & Gaming News & Feeds Multimedia
- 28. PENETRATION OF PURCHASING ONLINE THROUGH SMARTPHONES (Among smartphone users who have Internet access ) Bahrain Oman Lebanon UAEKuwait KSA Qatar Jordan Egypt 15% 14% 9% 8% 6% 5% 5% 5% 1%
- 29. The Tablet
- 32. READERSHIP OF THE ECONOMIST MAGAZINE ON A TABLET VERSUS A SMARTPHONE Number of sessions per week 17 30 Average readership circa 90 minutes per week across both devices
- 33. The Four Screens EVERYMAN LOVER WIZARDSAGE BEYOND HOW THEY USE, TO HOW THEY ENGAGE
- 34. Thank You For Your Trust ! For online traffic insights visit www.rankingmena.com For online audience top line insights visit www.audiencesa.gemius.com FOLLOW US : @IpsosMENA Don’t Forget!
- 36. THE INTERNET LANDSCAPE IN MENA (15+)
- 37. INTERNET IN KSA (15+) 9.4 Million Internet Population 63% Internet Penetration 58% Males 42% Females 40% from 20-30 years old 24% from 31- 40 years old 19% from 15- 19years old 17% from 41+ years old KSA
- 38. 7.5 Million Internet Population 36% Internet Penetration 57% Males 43% Females 39% from 20-30 years old 25% from 15-19 years old 19% from 41+ years old 17% from 31-40 years old Egypt (Urban) INTERNET IN EGYPT (Urban) (15+)
- 39. 2.2 Million Internet Population 55% Internet Penetration 60% Males 40% Females 41% from 20-30 years old 29% from 15-19 years old 17% from 31- 40 years old 11% from 41+ years old Jordan INTERNET IN JORDAN (15+)
- 40. 4.7 Million Internet Population 71% Internet Penetration 72% Males 28% Females 39% from 20-30 years old 32% from 31-40 years old 21% from 41+ years old 8% from 15-19 years old UAE INTERNET IN UAE (15+)
- 41. 1.3 Million Internet Population 86% Internet Penetration INTERNET IN QATAR (15+) Qatar
- 42. 1.7 Million Internet Population 64% Internet Penetration INTERNET IN KUWAIT (15+) Kuwait
- 43. 1 Million Internet Population 58% Internet Penetration INTERNET IN OMAN (15+) Oman
- 44. 0.4 Million Internet Population 38% Internet Penetration INTERNET IN BAHRAIN (15+) Bahrain
- 45. 1.7 Million Internet Population 56% Internet Penetration INTERNET IN LEBANON (15+) Lebanon
- 46. AVG. MOUNTHLY REACH OF SOCIAL MEDIA AMOUNG INTERNET USERS (PC ONLY) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% UAE KSA Egypt Jordan 84% 59% 63% 69%
- 47. AVG. MOUNTHLY REACH OF SOCIAL MEDIA AMOUNG INTERNET USERS (PC ONLY) 0% 10% 20% 30% 40% 50% 60% 70% 80% UAE KSA Egypt Jordan Facebook Twitter Linkedin gPlus
- 48. AVG. MOUNTHLY REACH OF VIDEO CONTENT WEBSITES & YOUTUBE AMOUNG INTERNET USERS (PC ONLY) 0% 10% 20% 30% 40% 50% 60% 70% 80% UAE KSA Egypt Jordan
- 49. Penetration of electronic games among total population Egypt 17% UAE 31% Kuwait 38% KSA 38% Jordan 40% Qatar 46% Bahrain 41% Lebanon 37% PERCENTAGE OF ELECTRONIC GAMES CONSUMED AMOUNG TOTAL POPULATION
- 50. Bahrain 54% Lebanon 58% Jordan 59% UAE 66% Kuwait 69% PERCENTAGE OF ELECTRONIC GAMES CONSUMED ON Personal Computers Qatar 79% KSA 71% Egypt 71%
- 51. Egypt 32% Bahrain 38% Qatar 40% UAE 41% KSA 45% Jordan 51% Kuwait 68% Lebanon 71% PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON Mobile phones
- 52. Penetration of electronic games among total population Egypt 1% Jordan 1% Lebanon 5% KSA 8% UAE 8% Bahrain 9% Qatar 11% Kuwait 11% PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON Tablets
Editor's Notes
- Our investigation began in five countries – the US, the UK, Saudi Arabia, Russia and China …
- Our investigation began in five countries – the US, the UK, Saudi Arabia, Russia and China …
- Here we’ve taken ad spend estimates from Ipsos’ own ad ex services, data from our Brand Puls study, and worked with industry estimates to provide a comparative picture. This is 2011 data, and we will be updating this year, but it provides a good indicator of overall trendsIn that there is enormous growth potential for digital ad spend both online and on mobile. So a 360 degree approach to brand and communications across touch points is increasingly important
- In our research, we wanted to go beyond how people use their screens to learn instead how they relate to them. And if they relate differently to each of the screens. We did this by exploring the relationship with the screens through the lens of Swiss psychiatrist Carl Jung’s archetypes. This would help determine whether distinct personalities were attached to each device. And whether those personalities were universal across geographies and age demographics. According to Jung, archetypes are innate universal psychic dispositions that provide a platform upon which experience will emerge. If the screens are universally seen as archetypes, they are not a tabula rasa or blank slate on which cxtnt is consumed, but bring to the content their own specific characteristics. That means that on each screen there will be an archetypal subtext to the conversation in which we hope to engage. We learned that screens are not personality agnostic. They are not objective transmitters of content, and in fact, consumers have unique and deeply psychological relationships with each one.
- Let’s look at each of them in turn.First, TV
- The TV is seen as both an “everyman” and “the jester.” Think of Homer Simpson or the actor Steve Carell. In the “everyman” role, it’s a regular guy or gal, like part of the family; everyone is comfortable around him. For many, TV enjoys the close relationship one would have with a childhood friend. “All (my) family members would have dinner, watch TV (usually it is the news hour), discuss and share the information from news and our daily activities” --Consumer from China TV also has the entertaining characteristics of the jester. It’s chatty and interesting; it’s done a lot of stuff and will tell you all about it.
- When people are here, they are open and often passive. It is a one-way relationship and they expect to be entertained. As a result, this is a great place to tell stories. Consumers will go where you take them; they’re willing to explore and discover. They are open to feel something, and to form a close emotional bond.
- The computer
- The PC is the sage…someone to learn from, someone to look up to…much like the relationship with an older sibling. It’s smart. Think of the way Einstein has always been portrayed. “It would be very very clever because it can answer practically anything…male…very confident…and would provide you with advice with lots of different answers.” --UK consumer“Ateacher, or a frank, honest brother.”-- Consumer from China Computers provide a feeling of support beyond what TV (a friend) can provide. “Someone who could provide you with almost any type of knowledge that you wanted at almost any minute. It would be someone who would be great to have on your side and be around because they would be extremely resourceful.” -- US consumer The relationship with the computer is more dynamic. It is a two-way relationship in which the user engages in order used to get advice and information. The sage helps the user build personal equity and self-esteem. This combination of support, learning and information, as well as the harder, more competitive edge it give the user, makes for an entirely different level of interaction with this screen compared to the TV. Communication makes them smarter, better able to cope, giving them an edge.
- There is an expectation that this device has the intrinsic properties of the sage archetype … it will make you smarter, better… you will see a net improvement, you will be challenged.
- As we drill down into the data we see some interesting trends emerging, looking at online properties by category we can see some trends which characterise the market for digital content in MENA and to some extent differentiate it from other regions. The importance of video (subject to less censorship perhaps), online Forums in particular in KSA, content for women and we’re seeing e-commerce on the rise
- Mobile
- The mobile is the most personal device, it’s the most intimate and it’s always there. It is the Marilyn Monroe of screens. It embodies the characteristics of a lover…both the feelings of intimacy and the demands imposed by a relationship of intense closeness. And considering that 77% of the world’s population owns a mobile phone, well, we’re nearly all Cassanovas. “I would prefer internet on a phone. He's easier to talk to and understand, plus he's there for you wherever and whenever you need him.” --US consumer There’s a real sense that, like a new lover, it has the freshness of a relationship that has only just begun and, if things go well, there’s a whole world out there to explore… still evolving. “Sunny and generous…willing to explore…full of potential.” --Consumer from China “Not yet fully fledged but funny and useful.” --Consumer from Russia
- On mobile, the rules are personal, they differ person to person… and they have BOUNDRIES.
- The mobile is the most personal device, it’s the most intimate and it’s always there. It is the Marilyn Monroe of screens. It embodies the characteristics of a lover…both the feelings of intimacy and the demands imposed by a relationship of intense closeness. And considering that 77% of the world’s population owns a mobile phone, well, we’re nearly all Cassanovas. “I would prefer internet on a phone. He's easier to talk to and understand, plus he's there for you wherever and whenever you need him.” --US consumer There’s a real sense that, like a new lover, it has the freshness of a relationship that has only just begun and, if things go well, there’s a whole world out there to explore… still evolving. “Sunny and generous…willing to explore…full of potential.” --Consumer from China “Not yet fully fledged but funny and useful.” --Consumer from Russia
- It’s not just internet on the desktopMobile and smartphone usage is growing at an incredible rate, and is set to be the connected device of choice across the region...Already the case in Saudi ArabiaBack to our UK benchmark the penetration of mobile internet in the region is already the same as UK…
- The mobile is the most personal device, it’s the most intimate and it’s always there. It is the Marilyn Monroe of screens. It embodies the characteristics of a lover…both the feelings of intimacy and the demands imposed by a relationship of intense closeness. And considering that 77% of the world’s population owns a mobile phone, well, we’re nearly all Cassanovas. “I would prefer internet on a phone. He's easier to talk to and understand, plus he's there for you wherever and whenever you need him.” --US consumer There’s a real sense that, like a new lover, it has the freshness of a relationship that has only just begun and, if things go well, there’s a whole world out there to explore… still evolving. “Sunny and generous…willing to explore…full of potential.” --Consumer from China “Not yet fully fledged but funny and useful.” --Consumer from Russia
- The mobile is the most personal device, it’s the most intimate and it’s always there. It is the Marilyn Monroe of screens. It embodies the characteristics of a lover…both the feelings of intimacy and the demands imposed by a relationship of intense closeness. And considering that 77% of the world’s population owns a mobile phone, well, we’re nearly all Cassanovas. “I would prefer internet on a phone. He's easier to talk to and understand, plus he's there for you wherever and whenever you need him.” --US consumer There’s a real sense that, like a new lover, it has the freshness of a relationship that has only just begun and, if things go well, there’s a whole world out there to explore… still evolving. “Sunny and generous…willing to explore…full of potential.” --Consumer from China “Not yet fully fledged but funny and useful.” --Consumer from Russia
- The mobile is the most personal device, it’s the most intimate and it’s always there. It is the Marilyn Monroe of screens. It embodies the characteristics of a lover…both the feelings of intimacy and the demands imposed by a relationship of intense closeness. And considering that 77% of the world’s population owns a mobile phone, well, we’re nearly all Cassanovas. “I would prefer internet on a phone. He's easier to talk to and understand, plus he's there for you wherever and whenever you need him.” --US consumer There’s a real sense that, like a new lover, it has the freshness of a relationship that has only just begun and, if things go well, there’s a whole world out there to explore… still evolving. “Sunny and generous…willing to explore…full of potential.” --Consumer from China “Not yet fully fledged but funny and useful.” --Consumer from Russia
- The tablet
- The Tablet is all powerful, it can go anywhere and do anything. It amazes, surprises and is a constant source of wonder.
- This is where magic can happen. It is new and in a very short time has shown its awesome power, scope and range…and its growth and capabilities are geometric
- It’s actually very interesting when we start to look at how usage compares across iPads and iPhones...the tablet versus smartphone. What we found is that engagement levels were similar across the two devices with the overall time spent reading The Economist being just under an hour and a half per week. However, tablet readers tended to gorge when reading on this device with fewer, yet longer, reading sessions. Whereas, iPhone users tended to snack at their magazine content, with close to twice as many readership sessions in a given week on average.
- We have met and become acquainted with the 4 screens that populate our lives. We have learned that they are not blank, but embedded with the personality characteristics of universal archetypes. TV…everyman and the jester……The old, reliable friend – people relax, lower their guard, they don’t think too deeply…it’s a powerful screen Computers….the sage….like an older sibling – something to learn from, share and compete withMobile…The new lover. Full of possibilities but everything has to be exactly rightTablets…. a wizard whose power is being revealed Embedded with these universally accepted archetypes, these screens form the infrastructure upon which our commercial content arrives.----This is the world we live in today. Content in single and multiple streams …from the same or different sources are competing simultaneously for share of hearts and minds.Will it change over time…of course it will, as will the strength and perhaps the nature of screen-specific relationships. What won’t change is our continued need to understand and remain sensitive to these relationships. That will remain critical.