Video, YouTube, & Social Media 2014

@IpsosMENA

Gareth Deree– MediaCT – MENA Director

@IpsosMENA

20 million interviews per

year

5,000 clients

worldwide

Ranked 3rd largest Market Research

firm in the world

Publicly traded on Paris Stock

Exchange

1600+ 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

IPSOS MediaCT – OVERVIEW

5

Evolution of media

Evolution of Ipsos Services

26 Years of media research leadership in MENA

SO WHAT IS THE MEDIA SCENE IN MENA?

INTERNET CONNECTIVITY IS GROWING!

Internet in

GCC (Key Markets)

INTERNET IN KSA

KSA

82% Internet Penetration

12.3 Million Internet Population

84% Internet Penetration

12.8 Million Internet Population

60% Internet Penetration

8.5 Million Internet Population

INTERNET IN UAE

92% Internet Penetration

6.1 Million Internet Population

94% Internet Penetration

6.2 Million Internet Population

75% Internet Penetration

5 Million Internet Population

UAE

INTERNET IN KUWAIT

75% Internet Penetration

2.1 Million Internet Population

89% Internet Penetration

2.4 Million Internet Population

64% Internet Penetration

1.7 Million Internet Population

UAEKuwait

For majority of families in the

region entertainment is usually

an “indoor” activity

There is always a

“Family” time

But there is also

“Friends” time

80%

31%

4%

DEVICES USED WHILE WATCHING TV – UAE - 2014

Base: Among Internet users

77%

31%

13%

DEVICES USED WHILE WATCHING TV – KSA - 2014

Base: Among Internet users

74%

33%

19%

DEVICES USED WHILE WATCHING TV – KUWAIT - 2014

Base: Among Internet users

SMARTPHONES PENETRATION ACROSS TOTAL POPULATION**Not considering multiple devises

KSA UAE Kuwait

63% 61% 49%

79% 72% 69%

79% 91% 86%

*Not considering multiple devises

KSA UAE Kuwait

71% 77% 84%

84% 83% 90%

87% 96% 96%

MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*

But what are they doing

on their “Smart” devices

SMART DEVICE NOT SMART PHONE

00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Time Spent By App Broken Down By Day Part

WhatsApp YouTube Facebook

Voice Calls Messaging (Text/SMS) Candy Crush Saga

Skype Twitter

Tim

e s

pe

nt

(s)

24 Hour Day Part

20%

17%16%

15%

Music Entertainment People ContentRemoved

because of copyright issues

MUSIC IS THE TOP VIDEOS WATCHED BY PANELISTS ON YOUTUBE

63%58%

54% 52%

Entertainment People Music ContentRemoved

because of copyright issues

WHILE MUSIC HAS THE HIGHEST NUMBER OF VIDEOS, ENTERTAINMENT HAS THE HIGEST REACH!

MEN DOMINATE ON TRAVEL VIDEOS WHILE WOMEN ON HOW-TO NON-PROFIT

MALES FEMALES

35+ OVER INDEX ON TRAVEL VIDEOS, 15-24 YEARS OLDS ON SPORTS

15-24+ YO 35+ YO

LOCALS PARTICULARLY ENGAGE WITH NEWS AND SPORTS WHICH ASIANS ENGAGE ON SHOWS.

LocalsAsians

We all know that Social is

growing, but what should

we watch out?

We have new players!

SnapChatInstagram

69% 71%

23%

37%

3%12%

89%82%

WHICH APPS FOR SOCIAL PACKS? TRENDS OVER 2014

% of panelists that used the application at least once during each month

46%

24%

57%

Arab Asian Emirati

13%

6%

26%

Arab Asian Emirati

BUT IT’S NOT ONE SIZE FITS ALL

% of panelists that used the application at least once during December 2014

Thank You For Your

Trust !

Don’t Forget!

FOLLOW US :

@IpsosMENA

Check our Reports on:

slideshare.net/IpsosMENA

51%

23%

11%

22%

48%

21%19% 17%

44%

18%

25%

13%

40%

16%

25%

8%

MBC 1 MBC 4 AL ARABIYA MBC 2

15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS

TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - KSA

9%14% 15% 11%14% 12% 11% 9%13%

11% 9% 11%13%8% 9%

12%

ZEE TV MBC 2 MBC 1 AL JAZEERA

15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS

TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - UAE