Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – September 2010
Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet Users – July 2010
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Transcript of 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.
Demographics of respondents
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
$200
,000
+
Source: Effective Measure / Spot On PR
Manager or Senior Official (15%)Professional (33%)Associate Professional & Technical (10%)Administrative & Secretarial (9%)Skilled Trade (1%)Personal Service (1%)Sales & Customer Service (4%)Process Plant & Machine Operative (<1%)Elementary school student (<1%)Full time student (17%)Retired (<1%)Housewife/husband (2%)Unemployed (4%)
OCCUPATIONGROSS HOUSEHOLD INCOME (US$ /YEAR)
Demographics of respondents
>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%
Source: Effective Measure / Spot On PR
Demographics of respondents
HomeWork
Internet caféEducation institution
On the move1%
5%
14%
77%
0% 10% 20% 30% 40% 50% 60%
Source: Effective Measure / Spot On PR
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%
Source: Effective Measure / Spot On PR
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%
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
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%
Source: Effective Measure / Spot On PR
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%
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
43% of MENA Internet usersread the newspaper daily
80% read the newspaperfor an hour or less per day
43%10%
13%
16% 6% 14%
Source: Effective Measure / Spot On PR
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%
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
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%
Source: Effective Measure / Spot On PR
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%
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
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%
Source: Effective Measure / Spot On PR
TIME SPENT PER DAY
Time spent using mobile applications
Daily4-6 times per week2-3 times per week
Once a weekOnce a monthLess than once a month
54% of MENA Internet usersuse mobile apps daily
54%9%
4%18%
7%
8%
Source: Effective Measure / Spot On PR
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
Source: Effective Measure / Spot On PR
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
Source: Effective Measure / Spot On PR
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%
Source: Effective Measure / Spot On PR
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
Source: Effective Measure / Spot On PR
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
Source: Effective Measure / Spot On PR
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
Source: Effective Measure / Spot On PR
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%
Source: Effective Measure / Spot On PR
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
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
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!