Ipsos is a leading market research firm operating in 85 countries with over 16,000 professionals conducting over 20 million interviews annually. In the MENA region specifically, Ipsos has over 25 years of experience, a direct presence in 15 countries, and conducts over 1 million interviews per year. The document then summarizes research from Ipsos on media consumption across various screens (TV, computer, mobile, tablet) in 9 MENA countries, finding that while TV remains important, online and mobile usage is growing significantly.

1. Meet the Screens in MENA
@IpsosMENA

2. Ipsos Today
3rd largest Market Research firm in the world
Publicly traded
on Paris Stock
Exchange
Direct presence
in 85 countries
5,000 clients
worldwide
950+ full-time
employees,
1,500+
freelance
interviewers
16,000+
full-time
professionals
20 million
interviews per
year

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

4. The world has changed

5. People are constantly
connected and
“always on” is their
default setting
IT’S A NEW WORLD

6. Our investigation begins with 9 MENA countries

7. We talked with 25,928 people

8. Meet their Screens

9. but not always equal
All screens are important

10. 71%
21%
1% 2%
0%
58%
8%
22%
18%
25%
TV Daily
newspapers
Internet Radio Mobile
Ad spend by media
Daily reach by media
Use Mobile Internet regularly
Data for UAE, KSA, Lebanon, Egypt
Source: Ipsos MediaCT Statex, Ipsos MediaCT BrandPuls, Industry Estimates (2011)
JUST LOOK AT AD SPEND VERSUS DAILY REACH BY MEDIA

11. BEYOND HOW THEY USE, TO HOW THEY ENGAGE

12. The Television

14. TAP INTO
MY
EMOTIONS
DON’T
MAKE ME
WORK
TOO HARD
ENTERTAIN
ME
HELP ME
RELAX

15. TV remains the most
credible media for
39% of MENA adults,
internet most credible
for 17%

16. BUT EVEN CONVENTIONAL MEDIA IS GOING ONLINE….
0%
5%
10%
15%
20%
25%
30%
35%
40%
UAE KSA Egypt Kuwait Jordan Lebanon Oman Qatar Bahrain
TV Radio Daily News
Penetration across total
population

17. The Computer

19. GIVE ME A
CHALLENGE
– LET ME
COMPETE
TEACH ME
SOMETHING
LET ME
SHOW YOU
WHAT I’VE
LEARNED
HELP ME
BECOME
WHAT I CAN
BE
LET ME
PARTICIPATE
AND
CONTRIBUTE
GIVE ME
SOMETHING
THAT
MAKES ME
LOOK GOOD

20. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
VIDEO, FORUMS, E-COMMERCE, WOMEN%Reachpastmonth
Base: Internet Users across key MENA markets - March 2013
Source: Ipsos Gemius
Monthly Reach of Online Categories Across Main MENA Markets
Music
10%
Videos
59%
Forums
30% Women
28%
E-
Commerce
28%
Government
14% Health
10% Education
6%

21. The Mobile

23. MAKE ME
FEEL LIKE I
BELONG
HELP ME
FIT IN
HELP ME
MAKE THE
MOST OF
MYSELF
MUST
KNOW ME
PERFECTLY
SURPRISE
ME
KEEP ME
ON TOP OF
MY LIFE

24. Qatar
70%
Oman
68%
KSA
63%
UAE
61%
Bahrain
36% Egypt
5%
Kuwait
49%
Lebanon
36%
Jordan
19%
PENETRATION OF SMARTPHONES (TOTAL POPULATION )

25. The only way is up: more
revenue, more content
45% of adults in UAE pay for
mobile data
Two in five adults in UAE
are downloading mobile
apps
Source: Ipsos ICT Study 2013

26. PENETRATION OF MOBILE APPLICATIONS ACROSS
SMARTPHONE USERS (who have Internet access )
71%89%
49%59%
Bahrain Oman
70%
Lebanon UAE Kuwait
56%65% 63% 42%
KSA QatarJordan Egypt

27. PENETRATION OF MOBILE APPLICATIONS AMOUNG
SMARTPHONE USERS (who have Internet access )
Bahrain Oman Lebanon UAE Kuwait KSA QatarJordan Egypt
Fun & Gaming
Multimedia
Mail & IM
Fun & Gaming
News & Feeds
Fun & Gaming
Mail & IM
News & Feeds
News & Feeds
Fun & Gaming
Fun & Gaming
News & Feeds
Mail & IM
Fun & Gaming
News & Feeds
Fun & Gaming
News & Feeds
Multimedia

28. PENETRATION OF PURCHASING ONLINE THROUGH
SMARTPHONES (Among smartphone users who have Internet access )
Bahrain
Oman
Lebanon
UAEKuwait
KSA
Qatar
Jordan Egypt
15% 14% 9% 8%
6% 5% 5% 5% 1%

29. The Tablet

31. PROVOKE
ACTION
CURATE
LIFE
PROVIDE
EXPERIENCE
ENABLE
COMPETENCE
INTERACT
SEAMLESSLY
ENHANCE
FLEXIBILITY

32. READERSHIP OF THE ECONOMIST MAGAZINE ON A
TABLET VERSUS A SMARTPHONE
Number of
sessions
per week
17 30
Average readership circa 90 minutes per week across both devices

33. The Four Screens
EVERYMAN LOVER WIZARDSAGE
BEYOND HOW THEY USE, TO HOW THEY ENGAGE

34. Thank You For Your
Trust !
For online traffic insights visit
www.rankingmena.com
For online audience top line insights visit
www.audiencesa.gemius.com
FOLLOW US :
@IpsosMENA
Don’t Forget!

35. Appendix: MENA Insights
@IpsosMENA

36. AVG. MOUNTHLY REACH OF SOCIAL MEDIA AMOUNG INTERNET
USERS (PC ONLY)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
UAE KSA Egypt Jordan
84%
59%
63%
69%

37. AVG. MOUNTHLY REACH OF SOCIAL MEDIA AMOUNG INTERNET
USERS (PC ONLY)
0%
10%
20%
30%
40%
50%
60%
70%
80%
UAE KSA Egypt Jordan
Facebook Twitter Linkedin gPlus

38. AVG. MOUNTHLY REACH OF VIDEO CONTENT WEBSITES &
YOUTUBE AMOUNG INTERNET USERS (PC ONLY)
0%
10%
20%
30%
40%
50%
60%
70%
80%
UAE KSA Egypt Jordan

39. Penetration of electronic games
among total population
Egypt
17%
UAE
31%
Kuwait
38%
KSA
38%
Jordan
40%
Qatar
46%
Bahrain
41%
Lebanon
37%
PERCENTAGE OF ELECTRONIC GAMES CONSUMED AMOUNG
TOTAL POPULATION

40. Bahrain
54%
Lebanon
58%
Jordan
59%
UAE
66%
Kuwait
69%
PERCENTAGE OF ELECTRONIC GAMES CONSUMED ON Personal
Computers
Qatar
79%
KSA
71%
Egypt
71%

41. Egypt
32%
Bahrain
38%
Qatar
40%
UAE
41%
KSA
45%
Jordan
51%
Kuwait
68%
Lebanon
71%
PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON Mobile
phones

42. Penetration of electronic games
among total population
Egypt
1%
Jordan
1%
Lebanon
5%
KSA
8%
UAE
8%
Bahrain
9%
Qatar
11%
Kuwait
11%
PERCENTAGE OF ELECTRONIC GAMES CONSUMPTION ON
Tablets