MENA Internet Usage & Consumption Habits - IPSOS

1. MENA Internet Usage
&
Consumption Habits
@IpsosMENA
@ElieAounLeader

2. CONTENT
• About Us
• Methodology
• Internet Penetration
• Online Vs. Offline
• Social Networks
• E-Commerce & Online Shopping
• Smartphones
• Online Streaming
• Online Downloads
• Electronic Gaming

3. Ipsos Today
3rd largest Market Research firm in the world
Publicly traded on Paris Stock Exchange
5,000 clients worldwide
Direct presence in 85 countries
16,000+ full-time professionals
20 million interviews per year by telephone, face-to-face, mail and online
Ipsos is the only research company owned and managed by
Research Professionals

4. Ipsos MENA Today
Leading Market Research company in the MENA
More than 25 years of experience in the MENA market
800 clients in the MENA region
Direct presence in 15 countries
Covering all MENA region in more than 20 countries
950+ full-time Ipsos employees, 1,500+ freelance
interviewers
More than 1 million interviews per year

5. Ipsos Coverage in MENA
Syria
Tunisia Iraq
Lebanon Iran
Morocco
Jordan
Pakistan
Algeria Kuwait
Libya Egypt Bahrain
Saudi Arabia
Qatar
UAE
Oman
Sudan Yemen
Ipsos Offices Field & Aff. Off.
Lebanon Saudi Arabia Qatar Tunisia
Oman Sudan
1988 2001 2011 2007
Syria UAE Egypt Pakistan
Yemen Afghanistan
1996 2000 2006 2011
Jordan Kuwait Morocco Iran
Libya
1998 1997 2008 2011
Iraq Bahrain Algeria
2006 2002 2003

6. Data Collection - Methodology
• ICT – Study
 Countries Covered:
The study covers 6 MENA countries (KSA, Egypt, Jordan, UAE, Lebanon, Kuwait).
 Methodology:
Face – to – face interview
 Sample Size: 22,015
• Ipsos-Gemius Audience Measurement Study
 Countries Covered & Methodology :
The study covers 11 MENA countries. We have “fusion panel” data for four countries
(KSA, Egypt, Jordan, and UAE) and this include data of scripted websites and non-
scripted websites. And we have “Cookie Panel” data for 11 countries (KSA, Egypt,
Jordan, UAE, Lebanon, Kuwait, Iraq , Morocco, Oman, Syria, Qatar) which includes
data from scripted websites.
 Sample Size:
Total software panel sample size: 7522
Total cookie panel sample size: 23465

7. Internet Penetration

8. MENA Internet Penetration - Geographic Overview
KSA, UAE, Egypt(urban), Kuwait, Jordan, Morocco, Lebanon, Qatar, Oman, Iraq, Syria
Syria
Lebanon (1.7M) (2.7M) Iraq
Morocco
Jordan (2.2M) (3.9M) Kuwait
(7.7M) (1.7M)
Qatar
Egypt
(0.9M)
(5.5M) KSA UAE
(8.5M) (4.9M)
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 40,234,014 39%
GCC 26,711,000 16,220,813 61%
North Africa 43,071,000 12,940,822 30%
Levant 33,113,268 10,087,433 30%
8

9. Internet Population Vs. Internet Penetration
MENA Markets Overview
Lebanon
Internet Internet
Egypt
penetration Morocco Population
UAE 75% Saudi Arabia 8,493,252
Kuwait 64% Morocco 7,743,266
Qatar 61% Egypt Urban) 5,486,481
Saudi Arabia 60% UAE 4,921,236
Lebanon 56% Iraq 3,852,420
Jordan 55% Syria 2,736,715
Morocco 35% Jordan 2,163,700
Syria 30% Kuwait 1,731,341
Oman 28% Lebanon 1,716,960
Egypt (Urban) 26% Qatar 890,160
Iraq 23% Oman 498,483
9

10. Online
Vs.
Offline
10

11. Even conventional media is going online…
Penetration across
Internet users
40%
TV Radio Daily News
35%
30%
25%
20%
15%
10%
5%
0%
Lebanon KSA Egypt UAE Kuwait Jordan
11

12. Social Networks
12

13. Penetration of Social networks across Internet users
Ipsos-Gemius Study
Jordan Egypt UAE
88% 79% 73%
KSA
Kuwait * Lebanon *
68% 58% 47%
* ICT Study 13

14. Consumed social media platforms among Internet Users
Ipsos-Gemius Study
1.2
1
86%
0.8 78%
0.6
59% 66% 52%
46%
0.4
33%
27%
0.2 17% 20%
18%
9% 11% 8%
3% 2%
0
Lebanon KSA Egypt UAE Kuwait Jordan
14

15. E- commerce & Online
Shopping
15

16. Penetration of e-commerce among Internet users
of whom 6% shop online
UAE 46%
of whom 19% shop online
Kuwait 35%
of whom 10% shop online
KSA 25%
of whom 16% shop online
Lebanon 9%
of whom 5% shop online
Egypt 8%
16

17. E-commerce Usage – MENA
E-Commerce usage in the past 6
UAE KSA Kuwait Lebanon Egypt
months
Money transfer 43% 33% 52% 49% 31%
E-banking
Balance checking 38% 37% 52% 12% 16%
Paying bills 43% 45% 13% 26% 36%
Airline tickets 54% 23% 34% 18% 12%
Booking online
Cinema tickets 27% 6% 13% 4% 15%
Hotel reservation 9% 12% 5% 6% 9%
Car rental 3% 9% 1% 7% 3%
Other types of bookings 4% 9% 5% 5% 3%
Selling items or and services 3% 2% 2% 7% 4%
Purchasing items or and services 6% 10% 19% 16% 5%
Auctions 2% 6% 2% 5% 35%
17

18. Top products purchased online
UAE Kuwait
• Clothing 24% • Clothing 63%
• Computer gadgets • Accessories 35%
& accessories 22%
• Computer gadgets
• Accessories 20% & accessories 31%
KSA Lebanon
• Clothing 14% • Clothing 38%
• Internet
subscription 13% • Airline Tickets 11%
• Accessories 12% • Hotel booking 11%
Egypt
• Clothing 69%
• Others 29%
• No Answer 31%
18

19. 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%
Jordan Egypt
markavip.com 9% souq.com 10%
amazon.com 6% jumia.com 7%
alibaba.com 4% alibaba.com 4%
ebay.com 2% amazon.com 4%
* Ipsos-Gemius Audience Measurement Study 19

20. Smartphones
20

21. Penetration of Smartphones across total population
KSA UAE Kuwait
63% 61% 49%
Lebanon
36% Jordan
19% Egypt
5%
21
21

22. Penetration of mobile applications & top categories
Lebanon Kuwait
UAE
70% 65% 63%
of smartphone users
of smartphone users of smartphone users
download applications
download applications download applications
Top Categories
Top Categories Top Categories
News & Feeds 40% Mail & IM 37% News & Feeds 55%
Fun & Gaming 26% News & Feeds 31% Fun & Gaming 41%
Mail & IM 26% Fun & Gaming 29% Multimedia 26%
KSA Jordan Egypt
59% 49% 49%
of smartphone users of smartphone users of smartphone users
download applications download applications download applications
Top Categories Top Categories Top Categories
Fun & gaming 35% News & Feeds 37% News & Feeds 44%
News & Feeds 32% Fun & Gaming 26% Multimedia 25%
Mail & IM 25% Multimedia 22% Safety & Security 25%
22

23. Online Streaming
23

24. Penetration of online streaming across Internet users
UAE Kuwait KSA
54% 49% 43%
Jordan Lebanon Egypt
36% 23% 15%
24

25. Type of Content Streamed Online
• Movies 39%
• Music Videos 47%
• Entertainmen
36% • Movies 38% • Movies 45%
t/ Events
• Educational 36% • Series 32%
• Music videos 35%
• Movies 44% • Series 31% • Movies 55%
• Music Videos 20% • Movies 30% • Promo/ Ads 29%
• Entertainment • Music Videos 26%
20% • Educational 20%
Events
25

26. Top Videos Websites – Ranked based on avg. Monthly Internet reach *
KSA Jordan
youtube.com 71% youtube.com 68%
dardarkom.com 6% dailymotion.com 4%
dailymotion.com 4% imdb.com 3%
imdb.com 3% dardarkom.com 1%
UAE Egypt
youtube.com 71 % youtube.com 60%
dailymotion.com 8% cima4u.com CIMA4U 3%
imdb.com 6.% dailymotion.com 3%
cima4u.com CIMA4U
0.38% imdb.com 2%
* Ipsos-Gemius Audience Measurement Study 26

27. Downloading Online
27

28. How many of internet users download online?
UAE - 63%
KSA - 55%
Kuwait - 49%
Jordan - 54%
Lebanon - 38%
Egypt - 23%
28

29. What type of content do they download?
UAE KSA
• Music 83% • Music 74%
• Videos 45% • Videos 42%
• Software 39% • Games 40%
Kuwait Jordan
• Music 83% • Music 85%
• Videos 45% • Games 34%
• Software 39% • Videos 19%
Lebanon Egypt
• Music 86%
• Music 86%
• Games 43% • Games 41%
• Videos 22% • Videos 39%
29

30. Online games
30

31. Penetration of electronic games among total population
Jordan KSA Kuwait
40% 38% 38%
Lebanon UAE
Egypt
37% 31%
17%
31

32. Top Games Websites, Ranked based on avg. Monthly Internet reach *
KSA Jordan
travian.com.sa 12% y8.com 18%
khanwars.ae 5% g9g.com 6%
gamezer.com 5% gamezer.com 4%
g9g.com 5% jawaker.com 4%
UAE Egypt
gamezer.com 7% y8.com 13%
khanwars.ae 3% travian.com.eg 10%
travian.ae 2% g9g.com 5%
91.com 2% travian.ae 4%
* Ipsos-Gemius Audience Measurement Study 32

33. Online Content of Interest
33

34. Online content of interest
UAE KSA Kuwait
• Jokes 48% • News & feeds 43% • News & feeds 53%
• News & feeds 40% • Jokes 37% • Jokes 43%
• Religious
• Ring tones 36% 34% • Horoscopes 34%
topics
Jordan Lebanon Egypt
• News & feeds 48% • News & feeds 42% • News & feeds 67%
• Religious
44% • Jokes 30% • Horoscopes 28%
topics
• Weather 32% • Horoscopes 29% • Jokes 22%
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35. Thank You For Your
Trust !
For online traffic insights visit
www.rankingmena.com
For online audience top line insights visit
www.audiencesa.gemius.com Don’t Forget!
FOLLOW US :
@IpsosMENA
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