Arabia Digitized - Digital Media Forum Dubai 2014

Elie Aoun – MediaCT - MEAP President

Arabia Digitized - 2014

@IpsosMENA

@ElieAounLeader

20 million interviews per

year

5,000 clients

worldwide

Ranked 3rd largest Market Research

firm in the world

Publicly traded on Paris Stock

Exchange

16 000+ full-time professionals

Direct presence in 85 countries

IPSOS TODAY

More than 1 million

interviews per year

800 clients in

MENA

Leading research agency in MENA

950+ full-time employees, 1,500+

freelance interviewers

Covering more than 20 MENA countries

IPSOS MENA TODAY

More than 25 years of experience

in the MENA market

The world has changed

IT’S A NEW WORLD

People are constantly connected and “always on”

became their default setting …

But what’s happening in Digital Arabia?

Our study started in 9 MENA countries

We talked with 25,928 people

Internet in

MENA (Key Markets)

INTERNET IN KSA

60% Internet Penetration

KSA

8.5 Million Internet Population

82% Internet Penetration

12.3 Million Internet Population

INTERNET IN UAE

75% Internet Penetration

5 Million Internet Population

UAE

92% Internet Penetration

6.1 Million Internet Population

INTERNET IN EGYPT - Urban

26% Internet Penetration

5.5 Million Internet Population

Egypt

(Urban)44% Internet Penetration

9.2 Million Internet Population

INTERNET IN LEBANON

56% Internet Penetration

1.7 Million Internet Population

61% Internet Penetration

1.9 Million Internet Population

INTERNET IN JORDAN

55% Internet Penetration

2.2 Million Internet Population

Jordan

56% Internet Penetration

2.3 Million Internet Population

INTERNET IN KUWAIT

64% Internet Penetration

1.7 Million Internet Population

Kuwait

79% Internet Penetration

2.1 Million Internet Population

Internet made a revolution in how people connect, learn

and communicate … and its effect cannot be undone

Social media can change

a country regime!

With Social media

everyone is a reporter!

The penetration is

increasing in all Arab

countries!

KSA UAE Egypt KuwaitLebanon Jordan

81% 87% 89% 92% 87% 95%

72% 71% 73% 82% 76% 94%

PENETRATION OF SOCIAL NETWORKS AMONG INTERNET USERS

Not only the penetration

increased, but also the daily

dosage!

66%71%

61%

76% 78%71%71%

77%

67%

87%82%

74%

KSA UAE Egypt Lebanon Kuwait Jordan

2012 2013

SOCIAL MEDIA USERS WHO ACCESS SOCIAL MEDIA DAILY

And the accessibility

is not equal!

KSA UAE Kuwait

SOCIAL MEDIA PENETRATION BY GENDER - 2013

86% 86%86%

75%

88%83%

KSA UAE Kuwait

SOCIAL MEDIA USERS BREAKDOWN BY GENDER- 2013

60%

40%

70%

30%

69%

31%

PENETRATION OF SOCIAL MEDIA BY AGE – total population – 2013

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UAE KSA Kuwait

15-19 20-24 25-29 30-34 35-39 40-44 45+

Penetration across

Internet Users

17%7% 9%

17%

14% 12%

16%

21% 20%

15%20% 17%

12% 15%15%

8% 10%11%

16% 12% 15%

KSA UAE Kuwait15-19 20-24 25-29 30-34 35-39 40-44 45+

SOCIAL MEDIA USERS BREAKDOWN BY AGE - 2013 total population

Brands…. its no longer one way communication!

Social Media

changed the way we

communicate with

the brands

Or even the way

brands communicate

to each other!

Brands are using e-games to

increase engagement

45%

29%

20%37%

37%

32%

PENETRATION OF E-GAMES AMONG TOTAL POPULATION - 2013

KSA

UAE

EgyptKuwait

Lebanon

Jordan

45%

29%

20%37%

37%

32%

PENETRATION OF ONLINE GAMES AMONG E-GAMERS - 2013

KSA

UAE

EgyptKuwait

Lebanon

Jordan

38% Play Online

49% Play Online

57% Play Online

TOP DEVICE USED TO PLAY E-GAMES PER COUNTRY

KSA UAE Egypt Kuwait Lebanon Jordan

But which Social Media

platforms are used the most?

95% 99% 99% 98%90%

99%93%

99%99% 98%

83%

100%

KSA UAE Egypt Lebanon Kuwait Jordan

PENETRATION OF AMONG SOCIAL NETWORK USERS

2012 2013

33%28%

19%18%

46%

10%

57%

43%35%

28%

48%

10%

KSA UAE Egypt Lebanon Kuwait Jordan

2012 2013

PENETRATION OF AMONG SOCIAL NETWORK USERS

But we also have new players!

Pinterest

SnapChat

Instagram

Yes!!

in Kuwait they

sell sheep on

Instagram!

WHAT’S THAT?!

With this level of connectivity even conventional

media is moving online…

CONSUMPTION OF CONVENTIONAL MEDIA ONLINE– 2013

0%

5%

10%

15%

20%

25%

30%

35%

UAE KSA Egypt Lebanon Kuwait Jordan

Daily News TV Radio

Penetration across total

population

They don’t only watch TV online, but also content streaming became more popular & consumption increasing year after

year….

Kuwait

49%

Lebanon

23%

KSA

43%

2012- 51%

2013- 63%

KSA

2012- 42%

2013- 56%

Egypt

2012- 60%

2013- 60%

UAE

2012- 37%

2013- 37%

Lebanon

2012- 75%

2013- 86%

Jordan

2012- 62%

2013- 68%

Kuwait

PENETRATION OF ONLINE STREAMING AMONG Internet USERS

Even the TV experience is now different!

There is Smartphone Revolution

Media changed from “Prime Time” to always ON

Smartphones penetration increase in all countries

with no exceptions!

63%

79%

61%

72%

36%

63%

49%

69%

5%

6%

KSA UAE Egypt KuwaitLebanon

SMARTPHONES PENETRATION ACROSS TOTAL POPULATION*

*Not considering multiple devises

KSA UAE Egypt KuwaitLebanon

MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*

*Not considering multiple devises

83%84% 68% 85% 90%

71% 68% 74%77% 84%

Finally…..

The Digital World is still changing…

Keep your eyes on the NUMBERS!!!

Thank You For Your

Trust !

Don’t Forget!

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@IpsosMENA

Check our Reports on:

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