Media usage and habits of

MENA Internet users

Conducted by Effective Measure
in conjunction with Spot On PR
July 2010
 Demographics of respondents
AGE OF RESPONDENTS GENDER
>60 0.20%

55-60 0.59%

51-54 1%

45-50 4% 4%
Years of age

41-44 5% 5% 5%

35-40 10% 10% 9%

31-34 8% 8% 7%

25-30 21% 21% 21%

21-24 21% 21% 20%

18-20 16% 16% 16%

15-17 13% 12% 18%

0% 5% 10% 15% 20% 25% MALE FEMALE

Source: Effective Measure / Spot On PR

Demographics of respondents
GROSS HOUSEHOLD INCOME (US$ /YEAR) OCCUPATION
Manager or Senior Official (15%)
20% Professional (33%)
Associate Professional & Technical (10%)
18% Administrative & Secretarial (9%)
Skilled Trade (1%)
15% Personal Service (1%)
Sales & Customer Service (4%)
Process Plant & Machine Operative (<1%)
11% Elementary school student (<1%)
10%
Full time student (17%)
Retired (<1%)
Housewife/husband (2%)
5% Unemployed (4%)
5%
4%
3% 3% 1% 1% 1%
53% 2%

$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

 Time spent watching television

71% of MENA Internet users 63% watch more than one hour
of television per day
watch television daily
15+ hrs 8%

4% 1% 4% <15 hrs 2%
11%
<10 hrs 3%
10% <6 hrs 13%

<3 hrs 38%

1 hr 23%

<30 mins 8%
71%
None 6%

Daily Once a week 0% 10% 20% 30% 40% 50% 60%

4-6 times per week Once a month
2-3 times per week Less than once a month TIME SPENT PER DAY

Source: Effective Measure / Spot On PR

 Time spent listening to the radio

27% of MENA Internet users 52% listen to the radio for

at least an hour per day
listen to the radio daily
15+ hrs 5%

31% <15 hrs 2%

6%
<10 hrs 2%
11%
<6 hrs 4%

<3 hrs 11%

1 hr 28%

14% 27% <30 mins 46%

11%
None 3%

Daily Once a week 0% 10% 20% 30% 40% 50% 60%

4-6 times per week Once a month
2-3 times per week Less than once a month TIME SPENT PER DAY

Source: Effective Measure / Spot On PR

 Time spent reading the newspaper

43% of MENA Internet users 80% read the newspaper

for an hour or less per day
read the newspaper daily
15+ hrs 4%

6% <15 hrs 1%
16% 14%
<10 hrs 2%
13%
<6 hrs 2%

<3 hrs 8%

1 hr 38%

10% 43% <30 mins 42%

None 2%

Daily Once a week 0% 10% 20% 30% 40% 50% 60%

4-6 times per week Once a month
2-3 times per week Less than once a month TIME SPENT PER DAY

Source: Effective Measure / Spot On PR

 Time spent reading magazines

29% of MENA Internet users read 55% read magazines for less
than 30 minutes per day
magazines more than once a week
15+ hrs 4%

40% <15 hrs 1%

13% <10 hrs 1%

<6 hrs 2%

<3 hrs 6%

1 hr 28%
17%
13% <30 mins 55%
10% 6%
None 3%

Daily Once a week 0% 10% 20% 30% 40% 50% 60%

4-6 times per week Once a month
2-3 times per week Less than once a month TIME SPENT PER DAY

Source: Effective Measure / Spot On PR

 Time spent on the Internet

88% of MENA Internet users 51% spend more than three hours
browsing the Internet per day
browse the Internet daily
15+ hrs 12%
1% 1% 1%
<15 hrs 4%
3%
<10 hrs 11%
6%
<6 hrs 24%

<3 hrs 33%

1 hr 12%

88% <30 mins 4%

None 1%

Daily Once a week 0% 10% 20% 30% 40% 50% 60%

4-6 times per week Once a month
2-3 times per week Less than once a month TIME SPENT PER DAY

Source: Effective Measure / Spot On PR

 Time spent using mobile applications

54% of MENA Internet users

use mobile apps daily

18%
4%
7%

8%

9% 54%

Daily Once a week

4-6 times per week Once a month
2-3 times per week Less than once a month

Source: Effective Measure / Spot On PR

 Types of online activity most pursued
What type of activities do you do most often do online?

Email
Search for information about hobbies
Look at news and weather sites
Visit social networking site(s)
Look at entertainment-based sites
Look for educational content
Other
Use Twitter type sites Male responses
Play games online Female responses
Look for info about health and medicine
Search for info about products you plan to purchase
Look at business related websites
Look for a job
Visit travel related sites
Purchase products or services

0% 25% 50% 75%

Source: Effective Measure / Spot On PR

Respondents usage of social media platforms

70%
18%
9%
1%
70%
13%
5%
22%
1%
5% 22%
18%
Other local site(s) 11%
13% 15%
11%
9% 53%
Other international sites 15%
None 16%

Source: Effective Measure / Spot On PR

 User experiences with social media
Responses to “Please select all the words or statements below you think best describes
your experience with social media.”
social contact
to catch up with old friends
to find new friends
Top 15 responses of survey

keep up to date with latest news

able to express opinions safely
let others know how you feel
grow business network
liberation/freedom Male responses
express personality Female responses
too time consuming
other
prefer real life interaction
self promotion
use it to relax
to get a date
0% 10% 20% 30% 40% 50% 60%

Source: Effective Measure / Spot On PR

Time spent on social network platforms
79% of MENA Internet users spend up to
three hours updating their social networks
Time spent updating social network platforms

15+ hrs 6%

<15 hrs 2%

<10 hrs 3%

<6 hrs 9%

<3 hrs 20%

1 hr 28%

<30 mins 31%

None 2%

0% 10% 20% 30% 40%

Source: Effective Measure / Spot On PR

Disposition towards Internet marketers
PLEASE RATE HOW YOU FEEL TOWARDS COMPANIES AND BRANDS THAT ACTIVELY
USE THE INTERNET TO COMMUNICATE THEIR MESSAGE.

50%

40%

36%
30% 32%

20%

17%
10%
9%
6%
Highly Positive Neutral Negative Highly
Positive Negative

Source: Effective Measure / Spot On PR

Disposition towards social media marketers
PLEASE RATE HOW YOU FEEL TOWARDS COMPANIES AND BRANDS THAT ACTIVELY
USE SOCIAL MEDIA TO COMMUNICATE THEIR MESSAGE.

50%

40%
41%

30%

27%
20%

10% 12% 14%

7%

Highly Positive Neutral Negative Highly

Positive Negative

Source: Effective Measure / Spot On PR