Ipsos audience measurment study is a study conducted among internet users to track the internet consumption and behavior across individuals in MENA

1. Ipsos Online Audience Measurement
in The Arab World
2013

2. CONTENT
• About the study
• Internet penetration
• General browsing behavior
• KSA ratings
• Egypt ratings
• Jordan ratings
• UAE ratings
• In-depth analysis

3. About The Study
What is Ipsos Gemius “online audience measurement” study?
A study conducted among internet users to track the internet consumption and behavior
across individuals in MENA
What countries do you cover?
The study covers 11 MENA countries. Ipsos deliver “fusion panel” data for four countries
(i.e. KSA, Egypt, Jordan, and UAE) and this include data of participated websites and
non-participated websites. On the other hand, Ipsos also provide “Cookie Panel” data for
11 countries (i.e. KSA, Egypt, Jordan, UAE, Lebanon, Kuwait, Iraq , Morocco, Oman,
Syria, Qatar) which includes data from more than 300 local participated websites. For the
latter, Ipsos tag the websites pages with a specific script.
What is fusion Panel?
Fusion panel data is a hybrid approach that combines data output from the cookie panel
(i.e. participated/scripted websites) and Software panel (i.e. group of internet users who
download Ipsos application in order to monitor their online surfing behavior)
• More about the Software Panel:
The application downloaded on the panellists PC/Laptop (called netpanel), is a passive
measurement approach that will collect online behaviour data such as websites visits,
page views, time spent etc… Therefore, the data of non-scripted websites such as
facebook, google, youtube etc… can be generated.

4. About The Study, cont.
• Cookie Panel:
These websites will add a code on their site. This code will allow to collect online
traffic data such as uniques/cookies, page views, geo-location, etc. Also we initiate
a pop up survey on these websites in order to collect socio-demographic data of
audience such as age, gender, nationality etc…
What is your sample size?
• Total software panel sample size: 20,219
• Total cookie panel sample size: 35,676
What are the “key” media metrics that Ipsos-Gemius online audience
measurement study can provide?
• Reach: % of Real Users – Internet Individuals
• Number of Page Views
• Number of uniques/cookies
• Number of visits
• Time spent per visit/ visitor
• Audience composition PV /Time Composition, and audience duplication .
• Demographic details (e.g. nationality, gender, age, purchase behavior, marital
status, other media usage…etc)

5. Internet Penetration

6. MENA Avg. Monthly Internet Penetration - Geographic Overview
KSA, UAE, Egypt(urban), Kuwait, Jordan, Morocco, Lebanon, Qatar, Oman, Iraq, Syria
Syria
Lebanon (1.6M) (2.7M) Iraq
Morocco
Jordan (1.9 M) (3.9M) Kuwait
(7.7M) (1.7M)
Qatar
Egypt
(0.9M)
(5.2M) KSA UAE
(8.5M) (4.7M)
Oman
(0.5M)
Countries with penetration of over 50%
Countries with penetration of lower than 50%
Numbers displayed represent internet users per country
Internet
Total Population 15+ Internet Users
Penetration
Total MENA 102,895,268 39,249,068 38%
GCC(KSA, UAE, Kuwait, Oman, Qatar) 26,711,000 16,220,813 61%
North Africa (Egypt-urban, Morocco) 43,071,000 12,940,822 30%
Levant (Lebanon, Syria, Jordan, Iraq) 33,113,268 10,087,433 30%

7. Internet Population Vs. Internet Penetration
MENA Markets Overview
Lebanon
Internet Internet
penetration population
UAE 71% Saudi Arabia 8,493,252
Kuwait 62% Morocco 7,743,266
Qatar 61% Egypt Urban) 5,197,556
Saudi Arabia 60% UAE 4,674,537
Lebanon 52% Iraq 3,852,420
Jordan 48% Syria 2,736,715
Morocco 35% Jordan 1,907,451
Syria 30% Kuwait 1,664,381
Oman 28% Lebanon 1,590,847
Egypt (Urban) 25% Qatar 890,160
Iraq 23% Oman 498,483

8. MENA
General Browsing Behavior

9. Main Place of Accessing the Internet
34%
Access the 87%
internet
from Access the 7% Access
the internet
work internet from school
From
home
8% Access the
internet
14 % Access the from public place
internet from friends, and internet cafes
neighbors or
relatives house 13% Access
the internet
From other
places

10. Mobile Devices Penetration (Producers) The ranking is based
on the website-averaged percentage share of page views on sites participating in the study.
70%
60%
50%
40%
30%
20%
10%
0%

11. Web Browsers Penetration The ranking is based on the number of page
views concerning sites included in the gemiusTraffic study.
30%
25%
20%
15%
10%
5%
0%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012
Firefox 3.x MSIE 7.x MSIE 8.x MSIE 9.x Chrome 24.x Chrome 23.x Firefox 12.x Firefox 18.x

12. KSA
Ratings

13. Internet Breakdown - KSA Grouped
Nationalities
83% Saudis
17% Arabs
8.5 Million Internet Population
60% Internet Penetration
40% from 20-30 years old
24% from 31- 40 years old
19% from 15- 19years old
57% 43%
Females 17% from 40+ years old
Males

14. KSA - Country Flavor
Finance & stock market websites have the highest reach,
highest page views, visits, and time spent per visit
compared to other countries.
Recruitment websites have the highest
reach, page views, visits, and time spent
per visit compared to other countries.
Videos websites have the highest reach, page views,
visits, and time spent per visit compared to other
countries.
Governmental websites have the highest reach,
page views, visits, and time spent per visit
compared to other countries.

15. Top 20 websites categories

16. Internet Reach
100%
89%
90%
80% 72%
68%
70% 61% 59%
60%
50% 46%
41% 41% 39% 39%
40% 37% 35%
31%
30% 26% 26%
22% 21% 21% 19%
19%
20%
10%
0%
Top 20 websites categories – Internet Reach

17. Page Views
Thousands
2,000,000
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Top 20 websites categories – Page Views

18. No. of Visits
Thousands
250,000
200,000
150,000
100,000
50,000
0
Top 20 websites categories – Visits

19. Avg. Time Spent per Visit
Hh:mm:ss
0:28:48
0:25:55
0:23:02
0:20:10
0:17:17
0:14:24
0:11:31
0:08:38
0:05:46
0:02:53
0:00:00
Top 20 websites categories – Time spent per visit

20. Top 20 Websites
Based on Avg.
Monthly Internet
Reach
Based on
Page Views
Based on
No. of Visits
Based on Avg.
Time Spent per
Visitor

21. Top 20 Websites
Reach-Internet
Based on Avg. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Monthly Internet google.com.sa
Reach youtube.com
google.com
facebook.com
live.com
Based on twitter.com
Page Views msn.com
microsoft.com
ar.wikipedia.org
hafiz.gov.sa
sabq.org
Based on yahoo.com
No. of Visits conduit.com
anchorfree.net
brooonzyah.net
sedty.com
Based on Avg. hawaaworld.com
Time Spent per m5zn.com
Visit alnaddy.com
souq.com

22. Top 20 Websites
Page Views Thousands
0 500,000 1,000,000 1,500,000 2,000,000
Based on Avg. google.com.sa
Monthly Internet youtube.com
facebook.com
Reach
live.com
twitter.com
google.com
Based on noor.moe.sa
Page Views travian.com.sa
haraj.com.sa
sabq.org
kooora.com
Based on mcs.gov.sa
No. of Visits saudiairlines.c…
moi.gov.sa
anchorfree.net
Based on Avg. bing.com
mol.gov.sa
Time Spent per
samba.com
Visit mail.google.com
hafiz.gov.sa

23. Top 20 Websites
Visits Thousands
0 50,000 100,000 150,000 200,000
Based on Avg. google.com.sa
Monthly Internet youtube.com
facebook.com
Reach
live.com
google.com
twitter.com
Based on sabq.org
Page Views msn.com
conduit.com
anchorfree.net
alnaddy.com
Based on mail.google.com
No. of Visits yahoo.com
hafiz.gov.sa
mail.yahoo.com
Based on Avg. kooora.com
ask.com
Time Spent per
maktoob.yaho…
Visit burnews.com
ar.wikipedia.org

24. Top 20 Websites
Hh:mm:ss
Time Spent per Visit
0:00:00 0:07:12 0:14:24 0:21:36 0:28:48 0:36:00 0:43:12
Based on Avg.
noor.moe.sa
Monthly Internet aljazeera.net
Reach youtube.com
haraj.com.sa
booking.com
Based on kfu.edu.sa
facebook.com
Page Views
aqarcity.com
hawamer.com
vb.eqla3.com
toyota4arab.com
Based on
saudiairlines.com
No. of Visits travian.com.sa
anchorfree.net
twitter.com
Based on Avg. twoo.com
Time Spent per jsoftj.com
mcs.gov.sa
Visit
shamoa.com

25. Egypt
Ratings

26. Internet Breakdown - Egypt
5.1 Million Internet Population
25% Internet Penetration
43% from 20-30 years old
28% from 15-19 years old
15% from 31-40 years old
62% 38% 14% from 40+ years old
Males Females

27. Egypt - Country Flavor
Music websites have the highest reach, page
views, visits, and time spent per visit compared
to other countries.
In Egypt, both religion and dating
websites are in the top 5 categories
that Egyptians visit and spend time on
per each visit.

28. Top 20 websites categories

29. Internet Reach
90%
82%
79%
80%
70%
61%
60%
49%
50% 45% 43%
39% 37%
40% 36% 34%
32% 31%
28%
30% 25% 23%
22% 21%
20% 18% 17% 16%
10%
0%
Top 20 websites categories – Internet Reach

30. Page Views
Thousands
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Top 20 websites categories – Page Views

31. Number of Visits
Thousands
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Top 20 websites categories – Visits

32. Avg. Time Spent per Visit
Hh:mm:ss
0:25:55
0:23:02
0:20:10
0:17:17
0:14:24
0:11:31
0:08:38
0:05:46
0:02:53
0:00:00
Top 20 websites categories – Time spent per visit

33. Top 20 Websites
Based on Avg.
Monthly Internet
Reach
Based on
Page Views
Based on
No. of Visits
Based on Avg.
Time Spent per
Visit

34. Top 20 Websites
Reach-Internet
Based on Avg. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Monthly Internet facebook.com
Reach google.com.eg
youtube.com
google.com
yahoo.com
Based on mail.yahoo.com
Page Views Ar.hao123.com
maktoob.yahoo.com
fatakat.com
live.com
ar.wikipedia.org
Based on twitter.com
No. of Visits babylon.com
microsoft.com
msn.com
masrawy.com
Based on Avg. myegy.com
Time Spent per adobe.com
Visit y8.com
youm7.com

35. Top 20 Websites
Page Views Thousands
0 500,000 1,000,000 1,500,000
Based on Avg. facebook.com
Monthly Internet google.com.eg
youtube.com
Reach
google.com.sa
live.com
google.com
Based on Ar.hao123.com
Page Views mail.yahoo.com
yahoo.com
fatakat.com
twitter.com
Based on youm7.com
No. of Visits mawaly.com
myegy.com
msn.com
Based on Avg. ahram.org.eg
maktoob.yaho…
Time Spent per
twoo.com
Visit Akhbarak.net
mail.google.com

36. Top 20 Websites
Visits Thousands
0 50,000 100,000 150,000
Based on Avg. facebook.com
Monthly Internet google.com.eg
youtube.com
Reach
Ar.hao123.com
google.com
youm7.com
Based on mail.yahoo.com
Page Views maktoob.yaho…
yahoo.com
twitter.com
live.com
Based on mail.google.com
No. of Visits msn.com
google.com.sa
ask.com
Based on Avg. alnaddy.com
Akhbarak.net
Time Spent per
masrawy.com
Visit fatakat.com
y8.com

37. Top 20 Websites
Time Spent per Visit Hh:mm:ss
0:00:00 0:02:53 0:05:46 0:08:38 0:11:31 0:14:24 0:17:17 0:20:10 0:23:02 0:25:55 0:28:48
Based on Avg. facebook.com
Monthly Internet twoo.com
Reach youtube.com
anchorfree.net
contactcars.com
christian-dogma.com
Based on
alnaddy.com
Page Views brooonzyah.net
fatakat.com
bezaat.com
mawaly.com
Based on
google.com.sa
No. of Visits google.com.eg
sm3na.com
live.com
Based on Avg. jsoftj.com
Time Spent per etisalat.com.eg
Akhbarak.net
Visit
fatafeat.com

38. Jordan
Ratings

39. Internet Breakdown - Jordan
1.9 Million Internet Population
48% Internet Penetration
43% from 20-30 years old
29% from 15-19 years old
17% from 31-40 years old
60% 40% 11% from 40+ years old
Males Females

40. Country Flavor - Overview
Highest reach of social networking websites
is in Jordan.
Highest reach & time spent per visit for
games websites is in Jordan
Highest reach & time spent per visit for news
websites is in Jordan

41. Top 20 websites categories

42. Internet - Reach
100%
89% 88%
90%
80%
68%
70%
60% 54% 53%
50% 47% 47% 47%
40%
40% 36%
30% 30% 28%
30% 24%
19% 19% 18%
20% 15% 14% 13%
10%
0%
Top 20 websites categories – Internet Reach

43. Page Views
Thousands
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Top 20 websites categories – Page Views

44. Number of Visits
Thousands
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Top 20 websites categories – Visits

45. Avg. Time Spent per Visit
Hh:mm:ss
0:25:55
0:23:02
0:20:10
0:17:17
0:14:24
0:11:31
0:08:38
0:05:46
0:02:53
0:00:00
Top 20 websites categories – Time spent per visit

46. Top 20 Websites
Based on Avg.
Monthly Internet
Reach
Based on
Page Views
Based on
No. of Visits
Based on Avg.
Time Spent per
Visitor

47. Top 20 Websites
Reach-Internet
Based on Avg. 0% 20% 40% 60% 80% 100%
Monthly Internet facebook.com
Reach google.jo
youtube.com
google.com
yahoo.com
Based on alnaddy.com
Page Views mail.yahoo.com
live.com
maktoob.yahoo.com
ar.wikipedia.org
alwakeelnews.com
Based on sarayanews.com
No. of Visits twitter.com
microsoft.com
y8.com
msn.com
Based on Avg. en.wikipedia.org
Time Spent per fatakat.com
Visit babylon.com
m5zn.com

48. Top 20 Websites
Page Views Thousands
0 200,000 400,000 600,000 800,000
Based on Avg. facebook.com
Monthly Internet google.jo
youtube.com
Reach
google.com
live.com
kooora.com
Based on yahoo.com
Page Views opensooq.com
alnaddy.com
awa2el.net
jawaker.com
Based on sarayanews.com
No. of Visits mail.yahoo.com
alwakeelnews.…
twitter.com
Based on Avg. translate.googl…
khaberni.com
Time Spent per
4shared.com
Visit maktoob.yaho…
conduit.com

49. Top 20 Websites
Visits Thousands
0 10,000 20,000 30,000 40,000 50,000 60,000
Based on Avg. facebook.com
Monthly Internet google.jo
youtube.com
Reach
google.com
alnaddy.com
yahoo.com
Based on live.com
Page Views mail.yahoo.com
maktoob.yaho…
kooora.com
alwakeelnews.…
Based on sarayanews.com
No. of Visits conduit.com
khaberni.com
babylon.com
Based on Avg. twitter.com
orange.jo
Time Spent per
msn.com
Visit ask.com
jawaker.com

50. Top 20 Websites
Hh:mm:ss
Time Spent per Visit
0:00:00 0:07:12 0:14:24 0:21:36 0:28:48 0:36:00 0:43:12
Based on Avg.
ammonnews.net
Monthly Internet jawaker.com
Reach aljazeera.net
facebook.com
tagged.com
Based on youtube.com
opensooq.com
Page Views
twoo.com
alquds.co.uk
almadenahnews.com
watnnews.net
Based on
panet.co.il
No. of Visits dubizzle.com
sarayanews.com
awa2el.net
Based on Avg. yumyume.com
Time Spent per gerasanews.com
google.jo
Visit
alwatanvoice.com

51. UAE
Ratings

52. Internet Breakdown - UAE
Nationalities
grouped
54% Expats
29% Arabs
17% Emirati
4.7 Million Internet Population
71% Internet Penetration
38% from 20-30 years old
31% from 31- 40 years old
23% from 40+ years old
72% 28%
Males Females 8% from 15-19 years old

53. Country Flavor - Overview
E-mail consumption has the highest reach, page
views, visits, and time spent per visit in UAE
compared to other countries.
Business related websites has the
highest reach, page views, visits,
and time spent per visit
compared to other countries.
Real estate websites has the highest reach, page
views, visits, and time spent per visit compared to
other countries.

54. Top 20 websites categories

55. Reach - Internet
100%
90% 87%
80% 73% 71%
70% 66%
62% 62%
60%
50%
41%
40% 37% 35%
33%
28% 25%
30% 23% 22% 21%
19% 19% 19% 18% 18%
20%
10%
0%
Top 20 websites categories – Internet Reach

56. Page Views
Thousands
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Top 20 websites categories – Page Views

57. Number of Visits
Thousands
120,000
100,000
80,000
60,000
40,000
20,000
0
Top 20 websites categories – Visits

58. Avg. Time Spent per Visit
Hh:mm:ss
0:20:10
0:17:17
0:14:24
0:11:31
0:08:38
0:05:46
0:02:53
0:00:00
Top 20 websites categories – Time spent per visit

59. Top Websites
Based on Avg.
Monthly Internet
Reach
Based on
Page Views
Based on
No. of Visits
Based on Avg.
Time Spent per
Visit

60. Top 20 Websites
Reach-Internet
Based on Avg. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Monthly Internet google.ae
Reach youtube.com
facebook.com
google.com
yahoo.com
Based on live.com
Page Views mail.yahoo.com
en.wikipedia.org
mail.google.com
microsoft.com
babylon.com
Based on msn.com
No. of Visits skype.com
anchorfree.net
etisalat.ae
conduit.com
Based on Avg. souq.com
Time Spent per twitter.com
Visit adobe.com
bing.com

61. Top 20 Websites
Page Views Thousands
0 200,000 400,000 600,000 800,000 1,000,000
Based on Avg. facebook.com
Monthly Internet live.com
google.ae
Reach
youtube.com
google.com
mail.google.com
Based on dubizzle.com
Page Views gulfnews.com
mail.yahoo.com
yahoo.com
twitter.com
Based on msn.com
No. of Visits babylon.com
souq.com
en.wikipedia.org
Based on Avg. anchorfree.net
bing.com
Time Spent per
cobone.com
Visit kooora.com
plus.google.com

62. Top 20 Websites
Visits Thousands
0 20,000 40,000 60,000 80,000
Based on Avg. facebook.com
Monthly Internet google.ae
mail.google.com
Reach
youtube.com
google.com
live.com
Based on msn.com
Page Views babylon.com
mail.yahoo.com
yahoo.com
anchorfree.net
Based on gulfnews.com
No. of Visits conduit.com
dubizzle.com
en.wikipedia.org
Based on Avg. twitter.com
souq.com
Time Spent per
cobone.com
Visit khaleejtimes.c…
etisalat.ae

63. Top 20 Websites
Hh:mm:ss
Time Spent per Visit
0:00:00 0:02:53 0:05:46 0:08:38 0:11:31 0:14:24 0:17:17 0:20:10
Based on Avg.
facebook.com
Monthly Internet youtube.com
Reach live.com
gulfnews.com
emaratalyoum.com
Based on aljazeera.net
arabianbusiness.com
Page Views
mawaly.com
dubizzle.com
anchorfree.net
emirates247.com
Based on
bbc.co.uk
No. of Visits twitter.com
search.yahoo.com
booking.com
Based on Avg. study4uae.com
Time Spent per google.ae
albayan.ae
Visit
search-results.com

64. In-depth Data

65. Consumed Social Media Platforms Among Internet Users
Avg. monthly reach
1
86%
0.8
78%
66%
0.6
59%
0.4
33%
20%
0.2 17% 18%
11% 8%
3% 2%
0
KSA Egypt UAE Jordan

66. Top News Websites – Ranked based on avg. Monthly Internet reach
KSA Jordan
sabq.org
20% alwakeelnews.com 19%
alriyadh.com
12% sarayanews.com 19%
burnews.com 11% jfranews.com 12%
okaz.com.sa 9% alrai.com 11%
Egypt UAE
masrawy.com 14% gulfnews.com 14%
youm7.com 13% huffingtonpost.com 9%
ahram.org.eg 10% bbc.co.uk 5%
elfagr.org 8% khaleejtimes.com 4%

67. Top E - Commerce Websites – Ranked based on avg. Monthly Internet reach
UAE KSA
souq.com 20% souq.com 13%
cobone.com 13% sukar.com 8%
amazon.com 11% namshi.com 7%
Markavip.com 9% Markavip.com 5%
Egypt Jordan
souq.com 10% markavip.com 9%
jumia.com 7% amazon.com 6%
alibaba.com 4% alibaba.com 4%
amazon.com 4% ebay.com 2%

68. Top Videos Websites – Ranked based on avg. Monthly Internet reach
KSA UAE
youtube.com 71% youtube.com 71 %
dardarkom.com 6% dailymotion.com 8%
dailymotion.com 4% imdb.com 6.%
cima4u.com CIMA4U
imdb.com 3% 0.38%
Jordan Egypt
youtube.com 68% youtube.com 60%
dailymotion.com 4% cima4u.com CIMA4U 3%
imdb.com 3% dailymotion.com 3%
dardarkom.com 1% imdb.com 2%

69. Top Storage Websites, Ranked based on avg. Monthly Internet reach
Jordan KSA
m5zn.com 14% m5zn.com 13%
4shared.com 12% gulfup.com 11%
gulfup.com 3% 4shared.com 11%
drive.google.com 3% imageshack.us 5%
Egypt UAE
m5zn.com 9% 4shared.com 5%
4shared.com 8% m5zn.com 4%
letitbit.net 7% drive.google.com 3%
rapidshare.com 6% dropbox.com 2%

70. Top Games Websites, Ranked based on avg. Monthly Internet reach
Jordan Egypt
y8.com 18% y8.com 13%
g9g.com 6% travian.com.eg 10%
gamezer.com 4% g9g.com 5%
jawaker.com 4% travian.ae 4%
KSA UAE
travian.com.sa 12% gamezer.com 7%
khanwars.ae 5% khanwars.ae 3%
gamezer.com 5% travian.ae 2%
g9g.com 5% 91.com 2%

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About Ipsos MediaCT
Ipsos MediaCT plays a prominent role within media and telecom and technology. Using a wide variety of research
communications research, holding key industry audience techniques, we help individual media owners, technology
measurement contracts and conducting bespoke research to companies, agencies and advertisers address issues such
assist their clients in informing their strategic decisions. We as editorial and programming, advertising, audience profiling
help clients make connections in the digital age, as leaders and music tastes, market positioning, piracy, high definition
in providing research solutions for companies in the fast- and theatrical markets, new product and programme
moving and rapidly converging worlds of media, content, development and license applications.
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