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How Qatar uses WhatsApp, Snapchat and other social networks
Rassed Research Briefing: 1st December 2014
About Rassed
The Ministry of Information and Communications Technology (ictQATAR) established “Rassed” to:
1. Study the impact of the Internet and Information Communication Technologies (ICT) on society; and
2. Explore the potential of emerging digital technologies.
Find out more about our work at: www.ictqatar.qa/en/rassed
Examples of our research output
• Monthly themed Tech “Top Tens”
• Quarterly Market Intelligence reports: “Digital Digest”
• Study into Online Attitudes and Behaviors in MENA
260,000+ views since June 2012
• Our channel is in the Top 1% most viewed globally on LinkedIn’s SlideShare
http://www.slideshare.net/ictQATAR/
Understanding emerging social media platforms
• Lots of take-up data for mainstream older networks
- less so for emerging channels
• Behaviors and attitudes seldom probed
• Insights to support stakeholders
Methodology
• Commissioned: Ipsos Qatar to conduct fieldwork
• Population studied: Online users in Qatar
• Sample: 1,000 adults. 500 Qataris. 500 non-Qataris
• Data Collection: CATI (Computer Assisted Telephonic Interviews)
• Interview Length: 15 minutes
• Fieldwork: September 1st - October 16th 2014
5 KEY INSIGHTS
1. WhatsApp leads the way
• Most used social media service.
• 96% Awareness. 87% Usage.
• Rises to 98% + 97% for Qataris.
2. Facebook unpopular with Qataris
• Just 44% of Qataris use it vs. 90% awareness level.
• Compared to 84% of non-Qataris. (94% awareness).
• No 2 channel for non-Qataris vs. No 5 for Qataris.
3. Mobility is key
• Mobile friendliness is a key driver of usage:
– 50% of all social media users
– 70% of Qataris
– Rising to 77% of Qatari women
• 20% of our total sample
would leave a platform
“if it is not mobile friendly”
4. Privacy not a big issue
Much less pronounced than we anticipated:
• 31% of users stated “it has enough privacy concerns” was a consideration before using a new network.
• “Growing privacy concerns” was identified by only 23% as a reason for leaving a service.
5. Users identify societal impacts
• 85% felt that social media is “helping to spread rumors and false information.”
• Over three-quarters feel social media “takes away from quality time with the family.”
• 65% expressed the view
social media is “leading to
a wider generation gap.”
SOCIAL MEDIA USE: - AGE, GENDER AND NATIONALITY
Age + types of usage
• Younger users use newer platforms more.
• But BBM sees stark difference (44% vs. 19.5%).
• A third of 15-29 year-olds will use any given social
media platform for more than 3 hours a day.
• Compare to 17% of 30-40 year-olds and 9% of 40+
Age + language
• Younger users use English on social media equally to
other age groups.
• But less likely to use Arabic (34% vs. 51% for 30+ YO).
Age + triggers to leave
Gender similarities
• Share photos equally on WhatsApp & Facebook.
• Both genders agree that the biggest negative of social media is that it is “helping to spread rumors and false information.”
Gender differences
• Females tend to use newer platforms more than men.
• And they use older platforms less.
• Females more like to use social media for e-Commerce. Qatari-women particularly leading in this realm.
Social media for shopping
• Most e-Commerce happens on Instagram and is lead by Qataris and Qatari women.
21% 21%
6%
32%34%
20%
15-29 YO 30-39 YO 40+ YO
Males Females
Usage by Nationality
97%
44%46%
48%
39%
65%
7%
17%
92%
78%
38%
26%
13%
34%
1%
11%
82%
89%
30%27%
10%
33%
10%
0%
WhatsApp Facebook Twitter BBM SnapChat Instagram Path Forums
Qataris Arab Expats Non-Arab Expats
Sharing photos on selected networks
51%
12%
8%
37%
50%
6%
17%
31%33%
46%
1%4%
38%
49%
5%
23%
WhatsApp Facebook SnapChat Instagram
Male - Qatari Female - Qatari Males - Non Qatari Females - Non Qatari
Social media as source of news
34%
12%
25%
10%
21%
52%
12%
5%
WhatsApp Facebook Twitter Instagram
Qataris Non-Qataris
ARE YOU ON THE RIGHT PLATFORM?
POPULAR USES OF SOCIAL CHANNELS IN QATAR
What’s hot. What’s not?
• Everyone is here, and usage is growing.
• High usage of fake names.
• Top activities:
Sending messages
Sharing photos
Finding friends & family you have lost touch with
Posting status updates
BBM
• 49% are members of groups on BBM and WhatsApp.
• Most groups are family & friends related (88%).
• Followed by work, religious and hobby groups.
• Very popular in Qatar – among Qataris especially.
• Usage is growing, especially with females and 15-29.
• Top Activities
Sharing photos
Sharing videos
Meeting new people
Posting status updates
Snapchat
• Usage lead by Qataris and youth.
• Both genders tends to use it equally.
• 31% of youth will use it for more than 3 hours a day.
• Top Activities:
Sharing photos
Sharing videos
Sending messages
• Home of the non-Qataris.
• People very likely to use fake names.
• Top activities:
Finding friends & family you have lost touch with
Finding latest news
Sending messages
Sharing photos
• No 2 source of news for non-Qataris.
• People more likely to use real name (only 1/5 use a fake).
• Top activities:
Finding out latest news
Follow discussions about current topics
Post status updates
Share views and opinions
What does this mean for you?
5 takeaways
1. High level of awareness
2. Awareness does not equal usage
3. Mobile-friendliness is important
4. Qataris most active on new platforms
5. Users tend to be lurkers…
Thanks for reading
Contact Us: [email protected]
Twitter: @ictqatar
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Digests and our monthly Tech Top 10: http://www.slideshare.net/ictQATAR/
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