The document provides findings from a survey of internet users in the Middle East and North Africa region conducted in July-September 2010. Some key findings: - 32% of MENA internet users buy products or services online, compared to 62% in the UK. Online shopping is most common in the GCC countries. - Males and females have different online purchasing profiles, with females preferring clothing and accessories and males preferring electronics. - Media consumption habits during the Muslim holy month of Ramadan varied only slightly from July consumption patterns.

1. Media consumption & habits of
MENA Internet users
Research conducted by Effective Measure
in conjunction with Spot On PR
September 2010

2. Key findings
– 32% of MENA Internet users buy products or services online.
– 32% of all Middle East & North Africa Internet users surveyed buy products or services
online, compared with 62% in the UK (UK ONS August 2010).
– GCC Internet users lead online shopping in MENA region.
– 43% of Internet users surveyed in the GCC bought products or services online, 11%
higher than the MENA average, with 11% shopping online more than 3 times per month.
– Male and female online shoppers have different purchasing profiles.
– While all online shoppers surveyed share similar online buying habits, there are
differences in habits such as an increased preference for buying clothing and
accessories by female shoppers and for buying electronic equipment by male shoppers.
– Consumption of media by MENA Internet users during the Muslim holy
month of Ramadan varied only slightly compared to July.
– The Effective Measure | Spot On PR survey did find differences in media consumption
habits during Ramadan (end August), compared to July 2010, but all variances were less
than 5.5% plus or minus.
Source: Effective Measure / Spot On PR

3. Survey methodology
– The Effective Measure | Spot On PR survey was carried out between July
26th and September 1st, 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 to
understand behaviors and attitudes of the general internet population.
– Total sample size was n=6998.

4. Demographics
of respondents

5. Demographics of respondents
Residence location of respondents Levant (Lebanon,
Jordan, Syria), 7%
Egypt, 30%
GCC, 49%
North Africa (excl.
Egypt), 13%
Base: n=2587
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. Countries categories in
‘Other countries’ include Iran, Iraq, Sudan and Yemen.

6. Demographics of respondents
GROSS HOUSEHOLD INCOME (US$ /YEAR) OCCUPATION
Manager or Senior Official (17%)
20% Professional (32%)
Associate Professional & Technical (10%)
Administrative & Secretarial (10%)
17% Skilled Trade (2%)
15% Personal Service (<1%)
Sales & Customer Service (5%)
Process Plant & Machine Operative (<1%)
11% Elementary school student (<1%)
10%
Full time student (14%)
Retired (<1%)
Housewife/husband (2%)
5% 6% Unemployed (4%)
5% 5% 5%
4% 2%
3% 1%
53%
$200,000+
- $5,000
- $2,000
- $10,000
- $200,000
- $100,000
- $15,000
- $25,000
- $50,000
- $75,000
$2,000
$100,000
$25,000
$50,000
$10,000
$15,000
$75,000
$5,000
$0
Source: Effective Measure / Spot On PR

7. Demographics of respondents
AGE OF RESPONDENTS GENDER
>60 0.38% <1% <1%
55-60 0.56% 1% <1%
51-54 2% 1.7% 1%
45-50 4% 4% 2%
Years of age
41-44 4% 4% 3%
35-40 11% 11% 7%
31-34 11% 10% 10%
25-30 25% 24% 24%
21-24 19% 19% 22%
18-20 13% 13% 15%
15-17 10% 10% 13%
0% 5% 10% 15% 20% 25% MALE FEMALE
Source: Effective Measure / Spot On PR

8. Demographics of respondents
67% of Internet users surveyed
have a tertiary education
No formal education 1%
Primary 3%
Secondary 23%
Tertiary (graduate degree) 53%
Tertiary (post graduate degree) 15%
Trade/certificate 6%
0% 10% 20% 30% 40% 50% 60%
76% of users access the Internet
from their homes Home 76%
Work 17%
Internet café 4%
Education institution 1%
On the move 3%
0% 10% 20% 30% 40% 50% 60%
Source: Effective Measure / Spot On PR

9. Online purchasing habits

10. Online purchasing habits (MENA)
32% of MENA Internet users
Top ten online purchases (MENA)
purchase products online
1. Airlines tickets (19%)
2. Books (12%)
3. Computer software (12%)
1 to 3 times
24% 4. Clothing/Accessories/Shoes (9%)
per month
5. Hotel reservations/Tourism services (9%)
6. Electronic equipment - camera, music player, TV (9%)
3 to 6 times 7. Music (8%)
4%
per month 8. Videos/DVDs/Games (8%)
9. Computer hardware (7%)
More than 6 times 10. Sporting goods (4%)
4%
per month
Total 32%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Q. How often do you purchase products online?
Source: Effective Measure / Spot On PR

11. Online purchasing habits (GCC)
31% of GCC Internet users
Top ten online purchases (GCC)
buy online at least 1X per month
1. Airlines tickets (31%)
2. Hotel reservations/Tourism services (15%)
3. Books (15%)
1 to 3 times
31% 4. Computer software (14%)
per month
5. Clothing/Accessories/Shoes (12%)
6. Electronic equipment - camera, music player, TV (11%)
3 to 6 times 7. Videos/DVDs/Games (10%)
6%
per month 8. Music (8%)
9. Computer hardware (7%)
More than 6 times 10. Event/Concert/Sports tickets (5%)
5%
per month
Total 43%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Q. How often do you purchase products online?
Source: Effective Measure / Spot On PR

12. Online purchasing habits (Levant)
20% of Internet users
Top ten online purchases (Levant)
in the Levant buy online
1. Books (13%)
2. Computer software (11%)
3. Music (8%)
1 to 3 times
16% 4. Electronic equipment - camera, music player, TV (7%)
per month
5. Airlines tickets (7%)
6. Computer hardware (7%)
3 to 6 times 7. Clothing/Accessories/Shoes (6%)
3%
per month 8. Videos/DVDs/Games (5%)
9. Hotel reservations/Tourism services (3%)
More than 6 times 10. Home equipment - kitchen ware, furniture, etc. (3%)
1%
per month
Total 20%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Q. How often do you purchase products online?
Source: Effective Measure / Spot On PR

13. Online purchasing habits (North Africa)
19% of Internet users
Top ten online purchases (N. Africa)
in the North Africa buy online
1. Computer software (9%)
2. Books (7%)
3. Clothing/Accessories/Shoes (7%)
1 to 3 times
14% 4. Computer hardware (6%)
per month
5. Music (6%)
6. Electronic equipment - camera, music player, TV (6%)
3 to 6 times 7. Airlines tickets (6%)
2%
per month 8. Videos/DVDs/Games (5%)
9. Automobiles & Parts (3%)
More than 6 times 10. Hotel reservations/Tourism services (3%)
3%
per month
Never 19%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Q. How often do you purchase products online?
Source: Effective Measure / Spot On PR

14. Frequency of online purchasing (GCC)
13% OF QATAR INTERNET USERS & 12% OF SAUDI INTERNET USERS MADE
PURCHASES ONLINE MORE THAN THREE TIMES PER MONTH
50%
40%
30%
20%
10%
Bahrain Kuwait Qatar Oman Saudi UAE
Arabia
1 to 3 times per month 3 to 6 times per month More than 6 times per month
Source: Effective Measure / Spot On PR

15. Types of online activity most pursued (MENA)
What type of activities do you do most often do online?
Use Twitter type sites
Purchase products or services
Visit social networking site(s)
Search for information about hobbies
Email
Search for info about products you plan to purchase
Visit travel related sites
Look for a job
Look for information about health and medicine
Play games online
Look at news and weather sites
Look at entertainment-based sites
Look at business related websites
Look for educational content
Other
0% 25% 50% 75%
Source: Effective Measure / Spot On PR

16. Types of products purchased online (Male)
What kind of products have you purchased online in the last 3 months? (top 15 answers)
Airlines tickets 16%
Computer software 12%
Books 11%
Electronic equipment (camera, music player, TV) 9%
Hotel reservations/Tourism services 8%
Computer hardware 8%
Clothing/Accessories/Shoes 7%
Videos/DVDs/Games 7% Male responses
Music 7%
Automobiles & Parts 4%
Sporting goods 4%
Home equipment (kitchen ware, furniture, etc) 3%
Event/Concert/Sports tickets 3%
Sports Memorabilia 2%
Groceries 2%
0% 25%
Source: Effective Measure / Spot On PR

17. Types of products purchased online (Female)
What kind of products have you purchased online in the last 3 months? (top 15 answers)
Clothing/Accessories/Shoes 14%
Airlines tickets 13%
Books 11%
Hotel reservations/Tourism services 8%
Computer software 8%
Music 7%
Cosmetics/health supplies 7%
Videos/DVDs/Games 6% Female responses
Electronic equipment (camera, music player, TV) 4%
Home equipment (kitchen ware, furniture, etc) 4%
Computer hardware 4%
Event/Concert/Sports tickets 3%
Toys/Dolls 3%
Groceries 3%
Automobiles & Parts | Sporting goods (both 2%) 2%
0% 25%
Source: Effective Measure / Spot On PR

18. Media consumption

19. Audience share of media & Internet by time of day
July 2010 TV peaks
Radio peaks
40% early morning late night
Newspapers
35% peak during
RADIO office hours
30% INTERNET
25%
Internet usage
20% remains high all day
15% MAGAZINES
TELEVISION
10%
NEWSPAPERS
5% Magazines peak
during office hours
0%
:00 5:0
0 :00 0:0
0 :00 :00 :00
09 18 22 24 06
– –1 – –2 – – –
:00 9:0
0
5:0
0
8:0
0
0:0
0
2:0
0
4:0
0
06 0 1 1 2 2 2
Source: Effective Measure / Spot On PR

20. Audience share of TV viewing
40% AUGUST 2010
(Ramadan)
35% JULY 2010
30%
25%
20%
15%
10%
5%
0%
:00 5:0
0 :00 0:0
0 :00 :00 :00
09 18 22 24 06
– –1 – –2 – – –
:00 0 0 0 0 0 0 Aug. 2010
06 0 9:0 1 5:0 1 8:0 2 0:0 2 2:0 2 4:0
Source: Effective Measure / Spot On PR

21. Audience share of print media
40%
35%
30%
25%
JULY 2010
20%
15%
AUGUST 2010
10% (Ramadan)
5%
0%
:00 5:0
0 :00 0:0
0 :00 :00 :00
09 18 22 24 06
– –1 – –2 – – –
:00 9:0
0
5:0
0
8:0
0
0:0
0
2:0
0
4:0
0
06 0 1 1 2 2 2
Source: Effective Measure / Spot On PR

22. Audience share of Internet
40%
35% AUGUST 2010
(Ramadan)
30%
25%
20%
JULY 2010
15%
10%
5%
0%
:00 5:0
0 :00 0:0
0 :00 :00 :00
09 18 22 24 06
– –1 – –2 – – –
:00 9:0
0
5:0
0
8:0
0
0:0
0
2:0
0
4:0
0
06 0 1 1 2 2 2
Source: Effective Measure / Spot On PR

23. Credits & copyright

24. About Effective Measure
Effective Measure provides cutting edge
digital audience measurement, website
rankings, Internet demographics and
market 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 Ogilvy
m +97150 298 0775
e brendon.ogilvy@effectivemeasure.com
w www.effectivemeasure.com

25. About Spot On Public Relations
Spot On Public Relations helps build brands online
and offline. With 15 years track record in the Middle
East, Spot On helps clients create clear propositions,
integrate online/offline strategies and engage
effectively with the audiences they want to talk to.
Spot On Public Relations is the Middle East network partner of Brodeur
Partners and a founder member of the Middle East Public Relations
Association (MEPRA).
For more information on Spot On PR contact:
Carrington Malin
t +971 4 3491686
e carringtonm@spotonpr.com
w www.spotonpr.com

26. Quoting this report
– This survey report is published under the
Creative Commons Attribution-No Derivative
Works 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!