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Ipsos MENA presentation at ArabNet Dubai 2013
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Meet the Screens in MENA
@IpsosMENA
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
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
The world has changed
People are constantly
connected and
“always on” is their
default setting
IT’S A NEW WORLD
Our investigation begins with 9 MENA countries
We talked with 25,928 people
Meet their Screens
but not always equal
All screens are important
71%
21%
1% 2% 0%
58%
8%
22% 18%
25%
TV Dailynewspapers
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
BEYOND HOW THEY USE, TO HOW THEY ENGAGE
The Television
TAP INTO
MY
EMOTIONS
DON’T
MAKE ME
WORK
TOO HARD
ENTERTAIN
ME
HELP ME
RELAX
TV remains the most credible media for
39% of MENA adults, internet most credible
for 17%
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
The Computer
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
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
VIDEO, FORUMS, E-COMMERCE, WOMEN %
Reach
past
mo
nth
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%
The Mobile
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
Qatar
70% Oman
68% KSA
63% UAE
61%
Bahrain
36% Egypt
5%
Kuwait
49% Lebanon
36% Jordan
19%
PENETRATION OF SMARTPHONES (TOTAL POPULATION )
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
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 Qatar Jordan Egypt
PENETRATION OF MOBILE APPLICATIONS AMOUNG SMARTPHONE USERS (who have Internet access )
Bahrain Oman Lebanon UAE Kuwait KSA Qatar Jordan 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
PENETRATION OF PURCHASING ONLINE THROUGH SMARTPHONES (Among smartphone users who have Internet access )
Bahrain
Oman
Lebanon
UAE Kuwait
KSA
Qatar
Jordan Egypt
15%
14%
9%
8%
6%
5%
5%
5%
1%
The Tablet
PROVOKE
ACTION
CURATE
LIFE
PROVIDE
EXPERIENCE
ENABLE
COMPETENCE
INTERACT
SEAMLESSLY
ENHANCE
FLEXIBILITY
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
The Four Screens
EVERYMAN LOVER WIZARD
SAGE
BEYOND HOW THEY USE, TO HOW THEY ENGAGE
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!
Appendix: MENA Insights
@IpsosMENA
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%
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
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
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
Bahrain
54%
Lebanon
58%
Jordan
59% UAE
66% Kuwait
69%
PERCENTAGE OF ELECTRONIC GAMES CONSUMED ON Personal
Computers
Qatar
79%
KSA
71%
Egypt
71%
Egypt
32%
Bahrain
38%
Qatar
40%
UAE
41%
KSA
45%
Jordan
51%
Kuwait
68%
Lebanon
71%
PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON Mobile
phones
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