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Why content owners and governments need to catch up with the Arab internet audience
1. Ready for the Fast Lane
WHY CONTENT OWNERS AND GOVERNMENTS
NEED TO CATCH UP
TO THE ARAB INTERNET AUDIENCE
IIC Telecoms and Media Forum - Bahrain Ahmed Nassef
Vice-President, Maktoob Group
General Manager, Maktoob.com
13. It’s not TV…
It’s Video
“The Office” fifth
season premiere
viewership
15.4 million on TV
6.9 million Online
14. It’s not TV…
It’s Video
Saturday Night Live
with with Sarah Palin
15 million on TV
(highest ratings ever)
14.9 million Online
(est. Hulu.com, NBC.com,
YouTube)
15. It’s not TV… 2008 – Maktoob/MBC Trial
It’s Video Web Video-on-Demand model
One show – “The Album”
And the Arab audience
is ready In one month: 30 million video streams
40%+ of our video-sharing audience
connect through broadband
YouTube is one of the top 10
destinations in the Arab world
16. The Arab Internet
Is the Arab Internet audience
reflecting the worldwide
media consumption patterns?
17. Maktoob Research Youth Internet Study: Methodology
Fieldwork timing: Mid April, 2008.
Recruitment criteria:
− Geographical coverage: Egypt, Jordan, KSA, and the UAE
− Nationality: All nationalities (no quota)
− Gender: Males and females (no quota)
− Age: From 15 to 25 years old
− Sample size: n= 2,030 total respondents (n= 773 in Egypt; n= 736 in
Jordan; n= 353 in Saudi Arabia; and n= 168 in the UAE)
18. Maktoob Research Youth Internet Study: Gender & Age
80%
60%
60%
40% 39%
40%
` 30%
18%
20% 13%
0%
Male Female 15-17 years 18-20 years 21-23 years 24-25 years
Gender Age Group
19. Maktoob Research Youth Internet Study
What is your primary source of information?
80% 67%
67% 68%72%
68%
60%
40%
16% 16% 15%
20% 14%
11% 12%
6% 9% 9%10%10%
6% 6% 5%6%
1% 1% 0% 2% 1% 1% 1% 0% 1%
0%
0%
Internet Television Newspaper Magazine Radio No answer/do not
know
Egypt Jordan KSA UAE Total
20. Frequency of Use: The Internet
How often do you use the internet?
More than once a day 65%
REGULAR
Once a day 14% INTERNET USER
96% in Egypt
4-6 times a week 10% 96% in Jordan
97% in KSA
2-3 times a week 7% 95% in the UAE
Once a week 2%
Regularly (96%)
1-3 times per month(s) 1%
No answer/do not know 1%
0% 10% 20% 30% 40% 50% 60% 70%
21. Frequency of Use: Magazines
How often do you read magazines?
More than once a day 4%
Once a day 11%
Regularly (29%)
4-6 times a week 5%
2-3 times a week 9%
Once a week 13%
I DON’T READ
2-3 times a month 7% Sometimes (28%) MAGAZINES
Once a month 8% 24% in Egypt
26% in Jordan
Once every 2 months or more 6% 19% in KSA
Hardly ever (16%) 15% in the UAE
Less than once every 2 months 10%
I don’t read magazines 23% Never (23%)
No answer/do not know 4%
0% 5% 10% 15% 20% 25%
22. Frequency of Use: Newspapers
How often do you read newspapers?
More than once a day 6%
Once a day 28%
4-6 times a week
Regularly (55%)
8%
2-3 times a week 13%
Once a week 13%
2-3 times a month 6% Sometimes (24%)
Once a month 5%
Once every 2 months or more 3% I DON’T READ
Hardly ever (7%) NEWSPAPERS
Less than once every 2 months 4% 13% in Egypt
10% in Jordan
I don’t read newspapers 11% Never (11%)
11% in KSA
No answer/do not know 3% 13% in the UAE
0% 10% 20% 30%
23. Frequency of Use: Radio
How often do you listen to the radio?
More than once a day 21%
Once a day 18% Regularly (58%)
4-6 times a week 8% REGULAR
LISTENER
2-3 times a week 11% 46% in Egypt
Once a week 6% 72% in Jordan
52% in KSA
2-3 times a month 5% Sometimes (14%) 57% in the UAE
Once a month 3%
Once every 2 months or more 2% I DON’T LISTEN TO
Hardly ever (6%) THE RADIO
Less than once every 2 months 4% 27% in Egypt
I don’t listen to the radio 20%
11% in Jordan
24% in KSA
No answer/do not know 3% 18% in the UAE
0% 5% 10% 15% 20% 25%
24. Frequency of Use: TV
How often do you watch TV?
More than once a day 61%
REGULAR TV
Once a day 22%
VIEWER
4-6 times a week 6%
94% in Egypt
94% in Jordan
2-3 times a week 5% 93% in KSA
90% in the UAE
Once a week 2%
Regularly (94%)
1-3 times per month(s) 1%
I don’t watch television 3%
No answer/do not know 1%
0% 10% 20% 30% 40% 50% 60% 70%
25. Browsing & Watching
How often do you use the Internet while the television is on?
50%
40%40% 40%
40% 39% 38%
37% 37% 36%
34%
32%
30%
20% 16%
15%
12%12% 13%13% 13%13%
11%
9%
10%
0%
Egypt Jordan KSA UAE Total
Regularly Sometimes Hardly ever Never
26. Average Daily Internet Use: Saudi Arabia
On average how much time do you spend on the internet each day?
Saudi Arabia
4 hours or more 38%
3-4 hours 18%
2-3 hours 17%
1-2 hours 18% Ave. = 3.6 hours
Less than an hour 7%
No answer/do not know 2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
27. Average Daily Internet Use: Egypt
On average how much time do you spend on the internet each day?
Egypt
4 hours or more 40%
3-4 hours 15%
2-3 hours 18%
1-2 hours 18% Ave. = 3.6 hours
Less than an hour 9%
No answer/do not know 2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
28. Average Daily Internet Use: UAE
On average how much time do you spend on the internet each day?
the UAE
4 hours or more 30%
3-4 hours 17%
2-3 hours 17%
1-2 hours 19%
Ave. = 3.2 hours
Less than an hour 13%
No answer/do not know 5%
0% 5% 10% 15% 20% 25% 30% 35%
29. Average Daily Internet Use: Jordan
On average how much time do you spend on the internet each day?
Jordan
4 hours or more 28%
3-4 hours 13%
2-3 hours 19%
1-2 hours 24% Ave. = 3.0 hours
Less than an hour 14%
No answer/do not know 3%
0% 5% 10% 15% 20% 25% 30%
30. Information Sources Arabs Depend On
Out of the following sources of information, which one would you miss
the most if it was not available? (Single answer)
Egypt
Jordan
Emails 27% Emails 28%
Websites 25% Television 20%
Television 19% Websites 18%
Newspapers 7% Newspapers 10%
SMS 5% Online chat rooms 5%
Cinema 4% SMS 4%
Online chat rooms 3% Radio 3%
Blogs 3% Cinema 3%
Radio 2% Blogs 2%
Magazines 1% Magazines 1%
Message boards 0% Message boards 1%
Other 2% Other 2%
No answer/do not know 2% No answer/do not know 4%
0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 30%
31. Information Sources Arabs Depend On
Out of the following sources of information, which one would you miss
the most if it was not available? (Single answer)
Saudi Arabia the UAE
Emails 29% Television 23%
Television 25% Websites 21%
Websites 18% Emails 21%
Newspapers 8% Newspapers 10%
SMS 5% Cinema 8%
Cinema 5% Online chat rooms 5%
Blogs 2% SMS 3%
Online chat rooms 2% Blogs 2%
Magazines 1% Magazines 1%
Radio 0% Message boards 1%
Message boards 0% Radio 0%
Other 2% Other 0%
No answer/do not know 3% No answer/do not know 6%
0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25%
32. Lack of Compelling Online Content
So what’s
Traditional Media have seen the Internet as a
holding
competitor instead of an opportunity
us back?
Most online attempts have been a bad
imitation of traditional media that does not
take advantage of the internet’s interactive
power
33. Lack of Creativity and Innovation
So what’s
Advertising industry’s over-dependence on
holding
print and TV and lack of Internet knowledge
us back? and foresight
Little serious investment in innovation and
entrepreneurship
34. Government & Infrastructure Issues
So what’s
Governments tend to penalize local/regional
holding
online media: so users tend not to trust local
us back? online publishers
Content restrictions, unpredictable and
inconsistent regulations, lack of transparency
Weak and cost-prohibitive regional Internet
infrastructure
35. Ready for the Fast Lane
WHY CONTENT OWNERS AND GOVERNMENTS
NEED TO CATCH UP
TO THE ARAB INTERNET AUDIENCE
IIC Telecoms and Media Forum - Bahrain Ahmed Nassef
Vice-President, Maktoob Group
General Manager, Maktoob.com