Youtube Egypt TNS 2012(THINK)

YT Audience Measurement Egypt

Agenda

•  Methodology

•  Purchase behaviour

•  Research behaviour

•  Ad contact & search engine usage

•  Summary

•  General information on audience

2 Source: Google, YT Audience Measurement , Egypt: May 2012 |

Methodology – YouTube audience measurement

•  Target group: YouTube users in Egypt , 15 years and older

•  Sample to be achieved: N=600 Sample Achieved: 615 •  Methodology:

F2F Approach in all major cities of Egypt Quotas on age, nationality and cities were kept in order to ensure adequate representation of all demographics.

•  Period of analysis: §  Fieldwork: from December 15th to December 30th §  Final Report: January 2012

•  Research company: TNS Africa & Middle East (Dubai)


Online video sites in Egypt

Frequency of Use & Opinion 44% of Egypt’s internet users are using YouTube on a daily basis and 97% of them have a positive opinion about it.

Q6: Please take a look at this card and tell me how often you use YouTube online video platform. Q7. What is your general opinion about YouTube online video platform? Base: All Respondents (615)

Frequency of Use

Several times a day

Almost once a day

Several times a week

Once a week Several times a month

Once a month

Opinion about YouTube

Excellent opinion

Very good opinion Good opinion

Fair opinion


Offers quality content

Has a limit on video size

Has a short limit on video duration

Does not protect from virus

The loading time of the videos is too long

Features lots of advertisements

Does not protect copyrights (copyright violation)

Has lots of offensive content

Does not allow downloading videos (i.e. must watch online)

Doesn’t have enough Arabic videos

0%

20%

40%

60%

80%

100% Agree (strongly)

In terms of functionality, YouTube performs well. Majority of users agree that YouTube has quality content and adequate video size and duration.

Functionality of YouTube

Top-2: - Agree - Agree

strongly

Q8: Please look at this card and tell me to what extent do you agree or disagree with the following statements describing YouTube. Please evaluate each of the following statements on a scale from 5 – strongly agree to 1 –strongly disagree. Base: All Respondents (615)


Helps me pass my time

Is the best video library

Encourages me

Connects me to people

Free from authority

Gives me an audience

0%

20%

40%

60%

80%

100% Agree (strongly)

More than 70% of users consider YouTube a favorite pastime activity and agree that it has the best video library.

Attitude towards YouTube

Top-2: - Agree - Agree

strongly

Q8: Please look at this card and tell me to what extent do you agree or disagree with the following statements describing YouTube. Please evaluate each of the following statements on a scale from 5 – strongly agree to 1 –strongly disagree. Base: All Respondents (615)


Perceptions towards YouTube – Summary Table YouTube Users YT Heavy Users YT Medium Users YT Light Users*

Is entertaining 93 94 92 73 Is modern 91 91 90 100 Is up-to-date 90 89 91 91 Is comprehensive 90 91 88 91 Is global 87 88 87 82 Helps me pass my time 87 88 88 64 Is inspiring 87 86 89 82 Is creative 86 86 88 91 Is fresh 86 86 87 82 Is democratic 86 86 86 100 Is the best video library 84 85 81 73 Is social 83 81 87 82 Is spontaneous 82 81 82 82 Offers quality content 81 80 84 73 Is informative 80 80 79 82 Is authentic 80 80 81 82 Encourages me 80 78 84 82 Is a trusted brand 79 78 81 82 Is honest / credible 77 77 77 82 Connects me to people 72 72 74 55 Free from authority 66 65 71 46 Gives me an audience 64 62 71 27 Is curious 60 61 58 64 Has a limit on video size 56 57 55 46 Has a short limit on video duration 55 57 47 73 Does not protect from virus 52 54 47 46 The loading time of the videos is too long 50 49 54 36 Features lots of advertisements 50 49 51 64 Does not protect copyrights (copyright violation) 49 49 47 73 Has lots of offensive content 40 39 42 55 Does not allow downloading videos 37 37 37 27 Doesn’t have enough Arabic videos 36 38 34 36

All numbers in % * Low base read with caution


Universal perceptions on being entertaining & Modern. Very strong platform in terms of functionality (content, video size, loading time etc..)

The Story Thus Far....

Understanding the Platform

Imagery

As a Search Platform

*Used several times a day, once a day or several times a week.

93% use YouTube at least once per week & 81% have an

excellent Opinion about YouTube

Usage & Opinion

Most considered website for entertainment information also the first choice for over 50% of users

Second only to Google in terms of first choice website for product information


Who are the users?

Majority of YouTube users have a monthly personal income between EGP 2000 – EGP 5000

41% of YouTube users are women 59% of YouTube users are men

Who are the YouTube users?

70% of YouTube users are Heavy users

28% of YouTube users are Medium users

2% of YouTube users are Low users (Once a month or less)

35 is the average age of a YouTube user

28% of YouTube users access the internet via a smartphone (19% of these access YouTube via their smartphones)

67% of YouTube users have a university degree


Differences between YouTube usage levels

Base : All Respondents (615); Heavy users n=434; Light users n=170; Low users n=11*

Gender 59% m / 41% f 63% m / 37% f

Age Ø 35 years 33 years

Income Ø 2,455 EGP 2,436 EGP

University Degree 67% 64%

Mobile phone online access 28% 27%

YouTube users Heavy users


Usage of online activities - at least once a week

Q4: Please take a look at this card and tell me how often you do the following activities on the internet?

watch videos online 92% 98%

use a search engine to look for information 81% 83%

check on your personal email 76% 82%

use social networks 74% 81%

upload other content online e.g. photos 53% 61%

read in blogs or online forums 39% 45%

play games online 34% 38%

send videos to friends /colleagues/family 33% 40%

create, write and run an own blog 24% 27%

add own videos to blogs or online forums 24% 29%

create videos and upload these online 14% 18%

Heavy users

YouTube users

YouTube users are quite active digitally speaking. Searching for information, checking emails, being on Social Network sites are key activities done online over and above watching videos.

Base : All Respondents (615); Heavy users n=434; Light users n=170; Low users n=11*


14

Registration on YouTube

Q13: Are you registered on YouTube? By register I mean having a private account with which you personally upload/share videos with others. Base: Base: All respondents

Majority of users are not registered on YouTube.

Heavy users Users

Base : All Respondents (615); Heavy users n=434


What do they do on ?

83% 1.

51%

47%

44%

36%

2.

3.

4.

5.

32% 6.

30%

10%

5%

4%

7.

8.

9.

10.

To be up-to-date

To listen to music

To watch music video clips

To see professional made videos

To look for new movie trailers

To relax

To see home made videos

To look for product information

To find out how to do something

users

Motivation for YouTube usage – Top 10

Q14: What are your main reasons for using YouTube? Please select all answers which are applicable. Base : All Respondents (615)

Being up to date and enjoying music (listening, watching music video clips) are major reasons for using the YouTube.

To watch TV commercials


Used categories on YouTube – Top 10

Q15: Please take a look at this card and tell me which of the following categories do you use on YouTube? Please select all applicable answers. Base : All Respondents (615)

59% 1.

53%

49%

48%

39%

2.

3.

4.

5.

21% 6.

19%

19%

18%

13%

7.

8.

9.

10.

Most viewed

News & politics

Music

Sports

Comedy

Entertainment

Education

Film & animation

Recommended for you

On average 4 categories are used

users

“Most viewed” & “News” are the most popular video categories on YouTube – on average 4 categories are used per user

Top favourite


Used features on YouTube – Top 10

Q16: Please look at this card and tell me which of the following features did you use on YouTube in the past 6 months? Please select all applicable answers. Base : All Respondents (615)

Aside from watching videos, 55% of users also actively upload videos, 17% create playlists and 15% write textual comments

The remaining 5% upload videos, write textual

comments, block videos, & report videos of others as

inappropriate


Used features on YouTube – Top 10 (by usage frequency)

Q16: Please look at this card and tell me which of the following features did you use on YouTube in the past 6 months? Please select all applicable answers. Base : All Respondents (615); Heavy users n=434; Light users n=170; Low users n=11*

By definition, heavy users are also the most interactive on the site.

*

* Low base read with caution


Information channel

Q17: Please look at this card and tell me how do you usually get to know about videos on YouTube? Please select all applicable answers. Base: All Respondents (615)

How do you usually get to know about videos on YouTube?

90% surfing on YouTube

56%

31% social networks

28% other websites

27% search engine results

8% e-mail newsletters

6% other media

4% advertising 2%

On-site surfing and Word-of-Mouth are the main sources for discovering new videos on YouTube – social networks and other websites (search engines in particular) contribute as well.

users

recommendations from friends, colleagues, family

blogs


Yes, I am surfing on YouTube mobile by using my browser

Yes, I am using a YouTube application

Yes, both YouTube application as well as browsing

Currently No, I’m not, but I’m planning to do so

Currently no I’m not and I’m not planning to do so at all

YES

NO

Smartphone and mobile YouTube usage

Smartphone Internet Usage All Respondents

Do you access YouTube on your Smartphone?

Base: Smartphone users

Q27. Do you use YouTube mobile with your Smartphone? Base: Smartphone users (172)

Nearly one third use their mobile for online access – 19% of mobile internet users browse YouTube from their mobile. However 40% do not access nor intend to access the platform via their smart phones

Q26. Is the mobile phone you use mainly for private purposes, a so-called ‘Smartphone’ with which you use the mobile internet regularly? Base: All Respondents (615)


Media consumption patterns

read newspaper

69% usage Ø 1 days / week

Ø 7 hours / week


Ø 8 hours / week

Watch videos on DVD/Blu-ray


Ø 21 hours / week

listen to radio

use Internet for private purposes read magazines

Weekly media budget - usage frequency & intensity

Q18: Now think of a normal 7-day week and estimate how many days you use each of the media listed below? Base: All respondents (615) Q 19: Please think about the time you spent on each media in the past week and estimate how many hours you used the respective media. Base: Respondents for chosen media in Q18 ((TV = 612, INTERNET = 606, RADIO = 207, VIDEOS ON DVD = 48, MAGAZINES = 110, NEWSPAPERS = 319, YOUTUBE = 615))

watch TV


Ø 24 hours / week


Ø 4 hours / week


Ø 5 hours / week


Ø 5 hours / week

use YouTube

Internet users

In terms of media consumption, the internet and TV are most frequently used.


watch TV Ø 24 hrs Ø 24 hrs

use Internet for other private purposes Ø 21 hrs Ø 23 hrs

listen to radio Ø 5 hrs Ø 5 hrs

use Ø 8 hrs Ø 10 hrs

watch videos on DVD/Blu-ray Ø 7 hrs Ø 8 hrs

read magazines Ø 4 hrs Ø 4 hrs

read newspapers Ø 5 hrs Ø 5 hrs

Heavy users YouTube users

Q 19: Please think about the time you spent on each media in the past week and estimate how many hours you used the respective media. Base: Respondents for chosen media in Q18 ((TV = 612, INTERNET = 606, RADIO = 207, VIDEOS ON DVD = 48, MAGAZINES = 110, NEWSPAPERS = 319, YOUTUBE = 615))

General media budget per week


Detailed time schedule – TV vs YouTube

Q20. Please look at this card and think of your YouTube usage in more detail. Please fill out the time schedule you usually spend on YouTube in a week. Base: All Respondents (615) Q21. Please look at this card and think of your TV usage in detail. Please fill out the time schedule you usually spend watching TV per week. Base: Those who watch TV (615)

8-11 PM

Peak time

Not much difference in the viewing patterns of both Media. 8pm to 11pm is the prime time for using both media.


Majority of the YouTube users have a monthly personal income between EGP 2000 – EGP 5000

41% of the YouTube users are women 59% of the YouTube users are men

Who are the YouTube users?

71% of the YouTube users are Heavy users

28% of the YouTube users are Medium users

2% of the YouTube users are Low users (Once a month or less)

35 years is the average age of a YouTube user

28% of the YouTube users access mobile internet via a smartphone 19% of these even access the platform via their smartphones

67% of the YouTube users have a university degree

71% of Egypt YouTube users are heavy

users*

And How do they Interact with the platform

How do the users interact with the video platform...

Usage

Attitude

81% of Egypt YouTube users have an excellent opinion about the site

Accesibility

99% of Egyptian YouTube users

accessed YouTube through a PC (laptop or desktop), whereas13%

through mobile phones

*Used several times a day, once a day or several times a week.

72% of Egypt YouTube users are

absolutely familiar with YouTube

Familiarity


Documents

Youtube Egypt TNS 2012(THINK)