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       Tunisia Media and Internet
             Survey 2010
                   Arab Advisors Group
    A member of the Arab Jordan Investment Bank Group


                            November 2010


                             Analyst: Faten Bader




      This report has been delivered to Client to be used exclusively by its employees.




                                               
Tunisia Media and Internet Survey 2010
          


         Copyright notice: Copyright 2010 by Arab Advisors Group. All rights reserved. No material contained in
         this report may be reproduced in whole or in part without the prior written permission of the publisher.
         Any unauthorized use, disclosure, copying, selling, distribution or in any way transfer of any direct or
         indirect information from this report which is the property of Arab Advisors Group, removing, erasing or
         hiding from view any copyright, trademark, confidentiality notice, mark or legend appearing on Arab
         Advisors Group products or any form of output is strictly prohibited, and will be under legal responsibility.
         The information contained in this report has been obtained from sources we believe to be reliable, but
         neither its completeness nor accuracy can be guaranteed. Opinions expressed are based on our
         interpretation of the available information, and are subject to change.

         Feedback: Our clients’ satisfaction is of our utmost concern. We welcome all feedback regarding our
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         © 2010 Arab Advisors Group                                                             Reproduction Prohibited
          
Tunisia Media and Internet Survey 2010
          



         Table of Contents

         Section I: Introduction and background........................................................1

         Section II: Survey Results and Analysis ........................................................3

         General information on respondents .............................................................3

         Television viewing habits ..............................................................................9

         Watching movies at home ...........................................................................21

         Terrestrial television viewing ......................................................................29

         Satellite television availability ....................................................................32

         Respondents views on the credibility of satellite news channels ................40

         Pay TV….. ....................................................................................................41

             Satellite receivers that can be connected to the Internet (Dream Box) ...............46

         Going to movie theaters ..............................................................................51

         Radio listening habits..................................................................................55

         Reading newspapers habits ........................................................................62

         Gaming devices at home .............................................................................65

         Availability of a desktop or a laptop at home ..............................................69

         Internet and e-commerce ...........................................................................73

             Internet usage ...........................................................................................73

             e-commerce ..............................................................................................77

         Online media habits ....................................................................................80




         © 2010 Arab Advisors Group                                                              Reproduction Prohibited
          
Tunisia Media and Internet Survey 2010
          



         List of Exhibits

         Exhibit 1: Gender of respondents ................................................................. 3
         Exhibit 2: Respondents age .......................................................................... 4
         Exhibit 3: Age Group by gender.................................................................... 4
         Exhibit 4: Education of respondents ............................................................. 5
         Exhibit 5: Residence location of respondents ............................................... 6
         Exhibit 6: Monthly income of household (TND) ............................................ 7
         Exhibit 7: Household size of respondents..................................................... 8
         Exhibit 8: TV viewing.................................................................................... 9
         Exhibit 9: Watching TV by gender ................................................................ 9
         Exhibit 10: Watching TV by age group.......................................................... 9
         Exhibit 11: Watching TV by governorate .................................................... 10
         Exhibit 12: Daily time spent by respondents watching TV .......................... 11
         Exhibit 13: Daily time spent by respondents watching TV by gender ......... 12
         Exhibit 14: Daily time spent by respondents watching TV by age group..... 12
         Exhibit 15: Time of TV viewing ................................................................... 13
         Exhibit 16: Time of TV viewing by gender .................................................. 14
         Exhibit 17: Time of TV viewing by age group.............................................. 14
         Exhibit 18: Place of TV viewing .................................................................. 15
         Exhibit 19: Language preference for TV viewing ........................................ 16
         Exhibit 20: Types of TV programs watched ................................................ 17
         Exhibit 21: Dubbed programs viewing........................................................ 18
         Exhibit 22: Watching dubbed programs by gender ..................................... 19
         Exhibit 23: Watching dubbed programs by age group ................................ 19
         Exhibit 24: Types of dubbed programs that respondents watch ................. 20
         Exhibit 25: Watching movies at home ........................................................ 21
         Exhibit 26: Watching movies at home by gender........................................ 21
         Exhibit 27: Watching movies at home by age group ................................... 22
         Exhibit 28: Types of movies that respondents watch at home.................... 22
         Exhibit 29: Types of movies that respondents watch at home by gender ... 23
         Exhibit 30: Types of movies that respondents watch at home by age group
               ............................................................................................................ 23
         Exhibit 31: How respondents watch movies at home ................................. 24
         Exhibit 32: How respondents get their DVDs.............................................. 25
         Exhibit 33: Buying original or copied DVDs ................................................ 26
         Exhibit 34: Reasons for buying copied DVDs .............................................. 27
         Exhibit 35: Reasons for not buying copied DVDs ........................................ 28
         Exhibit 36: Terrestrial TV viewing .............................................................. 29




         © 2010 Arab Advisors Group                                                                  Reproduction Prohibited
          
Tunisia Media and Internet Survey 2010
          


         Exhibit 37: Terrestrial TV viewing by gender.............................................. 29
         Exhibit 38: Terrestrial TV viewing by age group ......................................... 29
         Exhibit 39: Terrestrial TV viewing by governorate ..................................... 30
         Exhibit 40: Terrestrial TV channels that respondents watch ...................... 31
         Exhibit 41: Availability of satellite dish at home........................................ 32
         Exhibit 42: Satellite dish availability by governorate.................................. 33
         Exhibit 43: Satellite platforms into which respondents .............................. 34
         Exhibit 44: Channels watched by more than 10% of the respondents........ 35
         Exhibit 45: Channels watched by (1% - 10%) of the respondents ............. 36
         Exhibit 46: Channels watched by less than 1% of the respondents............ 37
         Exhibit 47: Top 15 channels watched by more than 10% of the respondents
               ............................................................................................................ 38
         Exhibit 48: Channels watched by (5% - 10%) of the respondents ............. 39
         Exhibit 49: Trustworthiness of satellite news channels.............................. 40
         Exhibit 50: Availability of Pay TV at home .................................................. 41
         Exhibit 51: Availability of Pay TV at home by governorate ......................... 42
         Exhibit 52: How respondents get Pay TV channels ..................................... 43
         Exhibit 53: How respondents get Pay TV channels by governorate ............ 44
         Exhibit 54: How respondents get Pay TV channels by household monthly
              income (TND)....................................................................................... 45
         Exhibit 55: Pay TV provider ........................................................................ 45
         Exhibit 56: When was Dream Box first used............................................... 46
         Exhibit 57: Monthly expenditure on Dream Box (TND) ............................... 47
         Exhibit 58: ADSL subscription especially for Dream Box ............................ 48
         Exhibit 59: Awareness of Dream Box ......................................................... 49
         Exhibit 60: How respondents heard of Dream Box ..................................... 50
         Exhibit 61: Thinking of purchasing Dream Box........................................... 50
         Exhibit 62: Going to movie theaters ........................................................... 51
         Exhibit 63: Going to movie theaters by gender........................................... 51
         Exhibit 64: Going to movie theaters by age group...................................... 51
         Exhibit 65: Going to movie theaters by governorate .................................. 52
         Exhibit 66: Frequency of going to movie theaters ...................................... 53
         Exhibit 67: Frequency of going to movie theaters by gender...................... 54
         Exhibit 68: Frequency of going to movie theaters by age group ................. 54
         Exhibit 69: Radio listening ......................................................................... 55
         Exhibit 70: Radio listening by gender ......................................................... 55
         Exhibit 71: Radio listening by age group .................................................... 55
         Exhibit 72: Radio listening by governorate................................................. 56




         © 2010 Arab Advisors Group                                                                  Reproduction Prohibited
          
Tunisia Media and Internet Survey 2010
          


         Exhibit 73: Frequency of radio listening ..................................................... 57
         Exhibit 74: Language preference for radio listening ................................... 58
         Exhibit 75: Location of radio listening ........................................................ 58
         Exhibit 76: Location of radio listening by gender ....................................... 59
         Exhibit 77: Location of radio listening by age group................................... 59
         Exhibit 78: Genres of radio programs to which respondents listen............. 60
         Exhibit 79: FM radio stations that respondents tune into ........................... 61
         Exhibit 80: Newspaper reading .................................................................. 62
         Exhibit 81: Newspaper reading by gender.................................................. 62
         Exhibit 82: Newspaper reading by age group ............................................. 62
         Exhibit 83: Newspaper reading users by governorate ................................ 63
         Exhibit 84: Newspapers read by respondents............................................. 64
         Exhibit 85: Availability of a specialized gaming device (such as Nintendo,
              play station and Xbox) at home ........................................................... 65
         Exhibit 86: Availability of a specialized gaming device (such as Nintendo,
              play station and Xbox) at home by monthly income (TND) .................. 65
         Exhibit 87: Availability of a specialized gaming device (such as Nintendo,
              play station and Xbox) at home by governorate .................................. 66
         Exhibit 88: Type of gaming device (such as Nintendo, play station and Xbox)
              at home................................................................................................ 67
         Exhibit 89: Purchasing original versions or illegal copies of games............ 68
         Exhibit 90: Availability of a desktop or a laptop at home............................ 69
         Exhibit 91: Availability of a desktop or a laptop at their household by
              monthly income (TND)......................................................................... 69
         Exhibit 92: Availability of a desktop or a laptop at their household by
              governorate ......................................................................................... 70
         Exhibit 93: Number of desktops at home.................................................... 71
         Exhibit 94: Number of laptops at home ...................................................... 72
         Exhibit 95: Respondents Internet usage .................................................... 73
         Exhibit 96: Respondents Internet usage by gender.................................... 74
         Exhibit 97: Respondents Internet usage by age group ............................... 74
         Exhibit 98: Internet uses............................................................................ 75
         Exhibit 99: Paying any type of fees for the online gaming service.............. 76
         Exhibit 100: Amount paid for online games (TND) ..................................... 76
         Exhibit 101: Internet and e-commerce users in Tunisia ............................. 77
         Exhibit 102: Buying products, paying for services or paying bills online .... 78
         Exhibit 103: Using Internet for e-commerce (buying products, paying for
              services or paying bills online) by gender ............................................ 78




         © 2010 Arab Advisors Group                                                             Reproduction Prohibited
          
Tunisia Media and Internet Survey 2010
          


         Exhibit 104: Using Internet for e-commerce (buying products, paying for
              services or paying bills online) by age group ....................................... 79
         Exhibit 105: e-commerce expenditure during the past 12 months (TND)... 79
         Exhibit 106: Online media habits of respondents ....................................... 80
         Exhibit 107: Watching TV online by gender ................................................ 81
         Exhibit 108: Watching TV online by age group ........................................... 81
         Exhibit 109: Listening to the radio online by gender .................................. 81
         Exhibit 110: Listening to the radio online by age group ............................. 81
         Exhibit 111: Reading newspapers online by gender ................................... 82
         Exhibit 112: Reading newspapers online by age group .............................. 82




         © 2010 Arab Advisors Group                                               Reproduction Prohibited
          
 




    This report has been delivered to clients as part of the subscription to the Arab Advisors Group Strategic Research Service 
                                              to be used exclusively by its employees 
                                                                  

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Tunisia Media and Internet Survey 2010 - TABLE OF CONTENTS

  • 1.   Tunisia Media and Internet Survey 2010 Arab Advisors Group A member of the Arab Jordan Investment Bank Group November 2010 Analyst: Faten Bader This report has been delivered to Client to be used exclusively by its employees.  
  • 2. Tunisia Media and Internet Survey 2010   Copyright notice: Copyright 2010 by Arab Advisors Group. All rights reserved. No material contained in this report may be reproduced in whole or in part without the prior written permission of the publisher. Any unauthorized use, disclosure, copying, selling, distribution or in any way transfer of any direct or indirect information from this report which is the property of Arab Advisors Group, removing, erasing or hiding from view any copyright, trademark, confidentiality notice, mark or legend appearing on Arab Advisors Group products or any form of output is strictly prohibited, and will be under legal responsibility. The information contained in this report has been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can be guaranteed. Opinions expressed are based on our interpretation of the available information, and are subject to change. Feedback: Our clients’ satisfaction is of our utmost concern. We welcome all feedback regarding our research and products. Please send us your notes on this report, what you found useful in it and future research directions that would help you in your business. Send feedback emails to: arabadvisors@arabadvisors.com © 2010 Arab Advisors Group Reproduction Prohibited  
  • 3. Tunisia Media and Internet Survey 2010   Table of Contents Section I: Introduction and background........................................................1 Section II: Survey Results and Analysis ........................................................3 General information on respondents .............................................................3 Television viewing habits ..............................................................................9 Watching movies at home ...........................................................................21 Terrestrial television viewing ......................................................................29 Satellite television availability ....................................................................32 Respondents views on the credibility of satellite news channels ................40 Pay TV….. ....................................................................................................41 Satellite receivers that can be connected to the Internet (Dream Box) ...............46 Going to movie theaters ..............................................................................51 Radio listening habits..................................................................................55 Reading newspapers habits ........................................................................62 Gaming devices at home .............................................................................65 Availability of a desktop or a laptop at home ..............................................69 Internet and e-commerce ...........................................................................73 Internet usage ...........................................................................................73 e-commerce ..............................................................................................77 Online media habits ....................................................................................80 © 2010 Arab Advisors Group Reproduction Prohibited  
  • 4. Tunisia Media and Internet Survey 2010   List of Exhibits Exhibit 1: Gender of respondents ................................................................. 3 Exhibit 2: Respondents age .......................................................................... 4 Exhibit 3: Age Group by gender.................................................................... 4 Exhibit 4: Education of respondents ............................................................. 5 Exhibit 5: Residence location of respondents ............................................... 6 Exhibit 6: Monthly income of household (TND) ............................................ 7 Exhibit 7: Household size of respondents..................................................... 8 Exhibit 8: TV viewing.................................................................................... 9 Exhibit 9: Watching TV by gender ................................................................ 9 Exhibit 10: Watching TV by age group.......................................................... 9 Exhibit 11: Watching TV by governorate .................................................... 10 Exhibit 12: Daily time spent by respondents watching TV .......................... 11 Exhibit 13: Daily time spent by respondents watching TV by gender ......... 12 Exhibit 14: Daily time spent by respondents watching TV by age group..... 12 Exhibit 15: Time of TV viewing ................................................................... 13 Exhibit 16: Time of TV viewing by gender .................................................. 14 Exhibit 17: Time of TV viewing by age group.............................................. 14 Exhibit 18: Place of TV viewing .................................................................. 15 Exhibit 19: Language preference for TV viewing ........................................ 16 Exhibit 20: Types of TV programs watched ................................................ 17 Exhibit 21: Dubbed programs viewing........................................................ 18 Exhibit 22: Watching dubbed programs by gender ..................................... 19 Exhibit 23: Watching dubbed programs by age group ................................ 19 Exhibit 24: Types of dubbed programs that respondents watch ................. 20 Exhibit 25: Watching movies at home ........................................................ 21 Exhibit 26: Watching movies at home by gender........................................ 21 Exhibit 27: Watching movies at home by age group ................................... 22 Exhibit 28: Types of movies that respondents watch at home.................... 22 Exhibit 29: Types of movies that respondents watch at home by gender ... 23 Exhibit 30: Types of movies that respondents watch at home by age group ............................................................................................................ 23 Exhibit 31: How respondents watch movies at home ................................. 24 Exhibit 32: How respondents get their DVDs.............................................. 25 Exhibit 33: Buying original or copied DVDs ................................................ 26 Exhibit 34: Reasons for buying copied DVDs .............................................. 27 Exhibit 35: Reasons for not buying copied DVDs ........................................ 28 Exhibit 36: Terrestrial TV viewing .............................................................. 29 © 2010 Arab Advisors Group Reproduction Prohibited  
  • 5. Tunisia Media and Internet Survey 2010   Exhibit 37: Terrestrial TV viewing by gender.............................................. 29 Exhibit 38: Terrestrial TV viewing by age group ......................................... 29 Exhibit 39: Terrestrial TV viewing by governorate ..................................... 30 Exhibit 40: Terrestrial TV channels that respondents watch ...................... 31 Exhibit 41: Availability of satellite dish at home........................................ 32 Exhibit 42: Satellite dish availability by governorate.................................. 33 Exhibit 43: Satellite platforms into which respondents .............................. 34 Exhibit 44: Channels watched by more than 10% of the respondents........ 35 Exhibit 45: Channels watched by (1% - 10%) of the respondents ............. 36 Exhibit 46: Channels watched by less than 1% of the respondents............ 37 Exhibit 47: Top 15 channels watched by more than 10% of the respondents ............................................................................................................ 38 Exhibit 48: Channels watched by (5% - 10%) of the respondents ............. 39 Exhibit 49: Trustworthiness of satellite news channels.............................. 40 Exhibit 50: Availability of Pay TV at home .................................................. 41 Exhibit 51: Availability of Pay TV at home by governorate ......................... 42 Exhibit 52: How respondents get Pay TV channels ..................................... 43 Exhibit 53: How respondents get Pay TV channels by governorate ............ 44 Exhibit 54: How respondents get Pay TV channels by household monthly income (TND)....................................................................................... 45 Exhibit 55: Pay TV provider ........................................................................ 45 Exhibit 56: When was Dream Box first used............................................... 46 Exhibit 57: Monthly expenditure on Dream Box (TND) ............................... 47 Exhibit 58: ADSL subscription especially for Dream Box ............................ 48 Exhibit 59: Awareness of Dream Box ......................................................... 49 Exhibit 60: How respondents heard of Dream Box ..................................... 50 Exhibit 61: Thinking of purchasing Dream Box........................................... 50 Exhibit 62: Going to movie theaters ........................................................... 51 Exhibit 63: Going to movie theaters by gender........................................... 51 Exhibit 64: Going to movie theaters by age group...................................... 51 Exhibit 65: Going to movie theaters by governorate .................................. 52 Exhibit 66: Frequency of going to movie theaters ...................................... 53 Exhibit 67: Frequency of going to movie theaters by gender...................... 54 Exhibit 68: Frequency of going to movie theaters by age group ................. 54 Exhibit 69: Radio listening ......................................................................... 55 Exhibit 70: Radio listening by gender ......................................................... 55 Exhibit 71: Radio listening by age group .................................................... 55 Exhibit 72: Radio listening by governorate................................................. 56 © 2010 Arab Advisors Group Reproduction Prohibited  
  • 6. Tunisia Media and Internet Survey 2010   Exhibit 73: Frequency of radio listening ..................................................... 57 Exhibit 74: Language preference for radio listening ................................... 58 Exhibit 75: Location of radio listening ........................................................ 58 Exhibit 76: Location of radio listening by gender ....................................... 59 Exhibit 77: Location of radio listening by age group................................... 59 Exhibit 78: Genres of radio programs to which respondents listen............. 60 Exhibit 79: FM radio stations that respondents tune into ........................... 61 Exhibit 80: Newspaper reading .................................................................. 62 Exhibit 81: Newspaper reading by gender.................................................. 62 Exhibit 82: Newspaper reading by age group ............................................. 62 Exhibit 83: Newspaper reading users by governorate ................................ 63 Exhibit 84: Newspapers read by respondents............................................. 64 Exhibit 85: Availability of a specialized gaming device (such as Nintendo, play station and Xbox) at home ........................................................... 65 Exhibit 86: Availability of a specialized gaming device (such as Nintendo, play station and Xbox) at home by monthly income (TND) .................. 65 Exhibit 87: Availability of a specialized gaming device (such as Nintendo, play station and Xbox) at home by governorate .................................. 66 Exhibit 88: Type of gaming device (such as Nintendo, play station and Xbox) at home................................................................................................ 67 Exhibit 89: Purchasing original versions or illegal copies of games............ 68 Exhibit 90: Availability of a desktop or a laptop at home............................ 69 Exhibit 91: Availability of a desktop or a laptop at their household by monthly income (TND)......................................................................... 69 Exhibit 92: Availability of a desktop or a laptop at their household by governorate ......................................................................................... 70 Exhibit 93: Number of desktops at home.................................................... 71 Exhibit 94: Number of laptops at home ...................................................... 72 Exhibit 95: Respondents Internet usage .................................................... 73 Exhibit 96: Respondents Internet usage by gender.................................... 74 Exhibit 97: Respondents Internet usage by age group ............................... 74 Exhibit 98: Internet uses............................................................................ 75 Exhibit 99: Paying any type of fees for the online gaming service.............. 76 Exhibit 100: Amount paid for online games (TND) ..................................... 76 Exhibit 101: Internet and e-commerce users in Tunisia ............................. 77 Exhibit 102: Buying products, paying for services or paying bills online .... 78 Exhibit 103: Using Internet for e-commerce (buying products, paying for services or paying bills online) by gender ............................................ 78 © 2010 Arab Advisors Group Reproduction Prohibited  
  • 7. Tunisia Media and Internet Survey 2010   Exhibit 104: Using Internet for e-commerce (buying products, paying for services or paying bills online) by age group ....................................... 79 Exhibit 105: e-commerce expenditure during the past 12 months (TND)... 79 Exhibit 106: Online media habits of respondents ....................................... 80 Exhibit 107: Watching TV online by gender ................................................ 81 Exhibit 108: Watching TV online by age group ........................................... 81 Exhibit 109: Listening to the radio online by gender .................................. 81 Exhibit 110: Listening to the radio online by age group ............................. 81 Exhibit 111: Reading newspapers online by gender ................................... 82 Exhibit 112: Reading newspapers online by age group .............................. 82 © 2010 Arab Advisors Group Reproduction Prohibited  
  • 8.   This report has been delivered to clients as part of the subscription to the Arab Advisors Group Strategic Research Service  to be used exclusively by its employees