Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – July 2010

Media consumption & habits of MENA Internet users

Research conducted by Effective Measurein conjunction with Spot On PR

July 2010

Key findings

– MENA Internet users spend more time online than watching TV.– 88% of those surveyed stated that they access the Internet daily, whereas 71% of

those surveyed stated that they watched television daily.

– The Internet retains a substantial audience throughout the day and night, while traditional media show peak periods for consumption.– 28% more respondents watched TV during peak viewing hours than when viewership

is at its lowest (7%), whilst more than 20% of respondents use the Internet at any time-period surveyed, peaking at 33% (just 13% higher than the lowest period).

– Email and social networking are the most popular activities for MENA Internet users.– Respondents cited email as the activity they most often carried out online (73%),

followed by social networking and searching for information online (both were popular with over 40% of respondents).

Source: Effective Measure / Spot On PR

Survey methodology

– The Effective Measure/Spot On PR survey was carried out between July 9th-12th 2010.

– The survey was conducted online via Effective Measure survey technology (active across more than 100 websites in MENA).

– The sample was randomly selected via an intercept invitation which is activated approximately every 15th to 100th visitor to each site(interception rate is linked to the volume to traffic visiting a website).

– No sample quotas were imposed for this survey, the intent was tounderstand behaviors and attitudes of the general internet population.

– Total sample size was n=2587.

Demographicsof respondents

Demographics of respondents

Base: n=2587

North Africa (excl. Egypt), 5%

Egypt, 69%

Levant (Lebanon, Jordan, Syria), 4%

GCC, 20%

Residence location of respondents

Other countries, 2%

– Note: it should be noted that the sample configuration for the 'MENA' survey is not wholly reflective of country populations and the survey data is unweighted. Egypt does represent a majority of the overall survey sample, however we have found only relatively minor differences in results between regions such as the GCC, North Africa and Levant.


20%

15%

10%

5%

18%

53%

11%

5%4%

3% 3% 1% 1% 2% 1%

$2,0

00

-$5,

000

$0

-$2,

000

$5,0

00

-$

10,0

00

$10,

000

-$15

,000

$15,

000

-$25

,000

$25,

000

-$

50,0

00

$50,

000

-$

75,0

00

$75,

000

-$

100,

000

$100

,000

-$

200,

000

$200

,000

+


Manager or Senior Official (15%)Professional (33%)Associate Professional & Technical (10%)Administrative & Secretarial (9%)Skilled Trade (1%)Personal Service (1%)Sales & Customer Service (4%)Process Plant & Machine Operative (<1%)Elementary school student (<1%)Full time student (17%)Retired (<1%)Housewife/husband (2%)Unemployed (4%)

OCCUPATIONGROSS HOUSEHOLD INCOME (US$ /YEAR)


>60

55-60

51-54

45-50

41-44

35-40

31-34

25-30

21-24

18-20

15-17

0% 5% 10% 15% 20% 25%

13%

16%

21%

21%

8%

10%

5%

4%

1%

0.59%

0.20%

Year

s of

age

AGE OF RESPONDENTS GENDER

MALE FEMALE

21%21%

20%21%

16%16%

18%12%

7%8%

9%10%

5%5%

4%



HomeWork

Internet caféEducation institution

On the move1%

5%

14%

77%

0% 10% 20% 30% 40% 50% 60%


69% of Internet users surveyedhave a tertiary education

77% of users access the Internetfrom their homes

No formal education

Primary

Secondary

Tertiary (graduate degree)

Tertiary (post graduate degree)

Trade/certificate

2%

1%

5%

12%

57%

23%

0% 10% 20% 30% 40% 50% 60%

2%

Media consumption

Time spent watching television

15+ hrs

<15 hrs

<10 hrs

<6 hrs

<3 hrs

1 hr

<30 mins

None 6%

8%

23%

38%

13%

3%

2%

8%

0% 10% 20% 30% 40% 50% 60%Daily4-6 times per week2-3 times per week

Once a weekOnce a monthLess than once a month

71% of MENA Internet users watch television daily

63% watch more than one hourof television per day

71%

10%

11%4% 1% 4%


TIME SPENT PER DAY

Time spent listening to the radio

15+ hrs

<15 hrs

<10 hrs

<6 hrs

<3 hrs

1 hr

<30 mins

None 3%

46%

28%

11%

4%

2%

2%

5%



27% of MENA Internet userslisten to the radio daily

52% listen to the radio forat least an hour per day

27%11%

14%

11%

6%31%


TIME SPENT PER DAY

Time spent reading the newspaper

15+ hrs

<15 hrs

<10 hrs

<6 hrs

<3 hrs

1 hr

<30 mins

None 2%

42%

38%

8%

2%

2%

1%

4%



43% of MENA Internet usersread the newspaper daily

80% read the newspaperfor an hour or less per day

43%10%

13%

16% 6% 14%


TIME SPENT PER DAY

Time spent reading magazines

15+ hrs

<15 hrs

<10 hrs

<6 hrs

<3 hrs

1 hr

<30 mins

None 3%

55%

28%

6%

2%

1%

1%

4%



29% of MENA Internet users read magazines more than once a week

55% read magazines for lessthan 30 minutes per day

13%6%10%

17%

13%40%


TIME SPENT PER DAY

Time spent on the Internet

15+ hrs

<15 hrs

<10 hrs

<6 hrs

<3 hrs

1 hr

<30 mins

None 1%

4%

12%

33%

24%

11%

4%

12%



88% of MENA Internet users browse the Internet daily

51% spend more than three hoursbrowsing the Internet per day

88%

3%

6%

1% 1% 1%


TIME SPENT PER DAY

Time spent using mobile applications

Daily4-6 times per week2-3 times per week


54% of MENA Internet usersuse mobile apps daily

54%9%

4%18%

7%

8%


Audience share of media & Internet by time of day

40%

35%

30%

25%

20%

15%

10%

5%

0%

Internet usage remains high all day

Radio peaks early morning

Newspapers peak during office hours

TV peaks late night

Magazines peak during office hours

06:00 – 09:00

09:00 – 15:00

18:00 – 20:00

15:00 – 18:00

22:00 – 24:00

20:00 – 22:00

24:00 – 06:00

MAGAZINES

TELEVISION

INTERNETRADIO

NEWSPAPERS


Online activity

Types of online activity most pursued

EmailSearch for information about hobbies

Look at news and weather sitesVisit social networking site(s)

Look at entertainment-based sitesLook for educational content

OtherUse Twitter type sites

Play games onlineLook for info about health and medicine

Search for info about products you plan to purchaseLook at business related websites

Look for a jobVisit travel related sites

Purchase products or services

0% 25% 50% 75%

What type of activities do you do most often do online?

Male responsesFemale responses


Respondents usage of social media platforms

70%

53%18%

9%13%

22%

70%

11%15%Other local site(s)

Other international sites

None

5%

11%

15%

16%

18%

9%

1%

13%

5%

22%

1%


MENA users’ experiences with social media

social contactto catch up with old friends

to find new friendskeep up to date with latest news

able to express opinions safelylet others know how you feel

grow business networkliberation/freedom

express personalitytoo time consuming

otherprefer real life interaction

self promotionuse it to relaxto get a date

0% 10% 20% 30% 40% 50% 60%

Responses to “Please select all the words or statements below you think best describesyour experience with social media.”

Top

15 re

spon

ses

of s

urve

y


Male responsesFemale responses

Time spent on social network platforms

0% 10% 20% 30% 40%

2%

31%

28%

20%

9%

6%

3%

2%

15+ hrs

<15 hrs

<10 hrs

<6 hrs

<3 hrs

1 hr

<30 mins

None

Tim

e sp

ent u

pdat

ing

soci

al n

etw

ork

plat

form

s


79% of MENA Internet users spend up tothree hours updating their social networks

06:00 - 09:00

09:00 - 15:00

15:00 - 18:00

18:00 - 20:00

20:00 - 22:00

22:00 - 24:00

24:00 - 06:00 23%

21%

19%

15%

16%

13%

0% 5% 10% 15% 20% 25%

20%

What time do users update their social networks?

Attitudes towardsbrands online

Disposition towards Internet marketers

50%

40%

30%

20%

10%17%

32%

9%

HighlyPositive

Positive Negative

36%

Neutral

“PLEASE RATE HOW YOU FEEL TOWARDS COMPANIES AND BRANDS THAT ACTIVELY USE THE INTERNET TO COMMUNICATE THEIR MESSAGE.”

6%

HighlyNegative


Disposition towards social media marketers

50%

40%

30%

20%

10% 12%

27%

14%

HighlyPositive

Positive Negative

41%

Neutral

“PLEASE RATE HOW YOU FEEL TOWARDS COMPANIES AND BRANDS THAT ACTIVELY USE SOCIAL MEDIA TO COMMUNICATE THEIR MESSAGE.”

HighlyNegative

7%


Credits & copyright

About Effective Measure

Effective Measure provides cutting edgedigital audience measurement, websiterankings, Internet demographics andmarket intelligence for website publishers,agencies and digital marketers.

Effective Measure’s patent-pending digital helix methodology overcomes problems with cookie deletion and unique visitor audience calculation. The solution increases visitation, client visibility and advertising revenue by providing independent third-party analytics to publishers and advertisers around the world.

For more information on Effective Measure contact:

Brendon Ogilvym +97150 298 0775e [email protected] www.effectivemeasure.com

mailto:[email protected]

http://www.effectivemeasure.com/

About Spot On Public Relations

Spot On Public Relations helps build brands onlineand offline. With 15 years track record in the MiddleEast, Spot On helps clients create clear propositions,integrate online/offline strategies and engageeffectively with the audiences they want to talk to.

Spot On Public Relations is the Middle East network partner of BrodeurPartners and a founder member of the Middle East Public Relations Association (MEPRA).

For more information on Spot On PR contact:

Carrington Malint +971 4 3491686e [email protected] www.spotonpr.com

mailto:[email protected]

http://www.spotonpr.com/

Quoting this report

– This survey report is published under theCreative Commons Attribution-No DerivativeWorks 3.0 United States Licence.

– You are free to share this work (to copy,distribute and transmit the work).

– You’re also welcome to quote any part of this report attributing any quoted information to “Effective Measure | Spot On PR”, “Effective Measure and Spot On PR” or “Effective Measure / Spot On PR”. Thanks!

http://creativecommons.org/licenses/by-nd/3.0/us/



Business

Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – July 2010