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How Qatar uses WhatsApp, Snapchat and other social media

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Insights from a new study into how people in Qatar use social media. Produced by ictQATAR's Rassed team the research looks not just what social media people in Qatar use, but also how and why they use it.

Produced in partnership with Ipsos Qatar, the study features conclusions from interviews conducted with 1,000 residents (500 Qataris and 500 non-Qataris) during September-October 2014.

Covering eight different social media services - ranging from older more established networks like Facebook, Instagram and Twitter to newer entrants like Snapchat, WhatsApp and Path – the study provides unique insights into how Qatar uses social media at the end of 2014.

Veröffentlicht in: Soziale Medien
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How Qatar uses WhatsApp, Snapchat and other social media

  1. 1. How Qatar uses WhatsApp, Snapchat and other social networks Rassed Research Briefing: 1st December 2014
  2. 2. About Rassed The Ministry of Information and Communications Technology (ictQATAR) established “Rassed” to: 1. Study the impact of the Internet and Information Communication Technologies (ICT) on society; and 2. Explore the potential of emerging digital technologies. Find out more about our work at: www.ictqatar.qa/en/rassed
  3. 3. Examples of our research output • Monthly themed Tech “Top Tens” • Quarterly Market Intelligence reports: “Digital Digest” • Study into Online Attitudes and Behaviors in MENA 260,000+ views since June 2012 • Our channel is in the Top 1% most viewed globally on LinkedIn’s SlideShare http://www.slideshare.net/ictQATAR/
  4. 4. Understanding emerging social media platforms • Lots of take-up data for mainstream older networks - less so for emerging channels • Behaviors and attitudes seldom probed • Insights to support stakeholders
  5. 5. Methodology • Commissioned: Ipsos Qatar to conduct fieldwork • Population studied: Online users in Qatar • Sample: 1,000 adults. 500 Qataris. 500 non-Qataris • Data Collection: CATI (Computer Assisted Telephonic Interviews) • Interview Length: 15 minutes • Fieldwork: September 1st - October 16th 2014
  6. 6. 5 KEY INSIGHTS
  7. 7. 1. WhatsApp leads the way • Most used social media service. • 96% Awareness. 87% Usage. • Rises to 98% + 97% for Qataris.
  8. 8. 2. Facebook unpopular with Qataris • Just 44% of Qataris use it vs. 90% awareness level. • Compared to 84% of non-Qataris. (94% awareness). • No 2 channel for non-Qataris vs. No 5 for Qataris.
  9. 9. 3. Mobility is key • Mobile friendliness is a key driver of usage: – 50% of all social media users – 70% of Qataris – Rising to 77% of Qatari women • 20% of our total sample would leave a platform “if it is not mobile friendly”
  10. 10. 4. Privacy not a big issue Much less pronounced than we anticipated: • 31% of users stated “it has enough privacy concerns” was a consideration before using a new network. • “Growing privacy concerns” was identified by only 23% as a reason for leaving a service.
  11. 11. 5. Users identify societal impacts • 85% felt that social media is “helping to spread rumors and false information.” • Over three-quarters feel social media “takes away from quality time with the family.” • 65% expressed the view social media is “leading to a wider generation gap.”
  12. 12. SOCIAL MEDIA USE: - AGE, GENDER AND NATIONALITY
  13. 13. Age + types of usage • Younger users use newer platforms more. • But BBM sees stark difference (44% vs. 19.5%). • A third of 15-29 year-olds will use any given social media platform for more than 3 hours a day. • Compare to 17% of 30-40 year-olds and 9% of 40+
  14. 14. Age + language • Younger users use English on social media equally to other age groups. • But less likely to use Arabic (34% vs. 51% for 30+ YO).
  15. 15. Age + triggers to leave
  16. 16. Gender similarities • Share photos equally on WhatsApp & Facebook. • Both genders agree that the biggest negative of social media is that it is “helping to spread rumors and false information.”
  17. 17. Gender differences • Females tend to use newer platforms more than men. • And they use older platforms less. • Females more like to use social media for e-Commerce. Qatari-women particularly leading in this realm.
  18. 18. Social media for shopping • Most e-Commerce happens on Instagram and is lead by Qataris and Qatari women. 21% 21% 6% 32% 34% 20% 15-29 YO 30-39 YO 40+ YO Males Females
  19. 19. Usage by Nationality 97% 44% 46% Qataris Arab Expats Non-Arab Expats 48% 39% 65% 7% 17% 92% 78% 38% 26% 13% 34% 1% 11% 82% 89% 30% 27% 10% 33% 10% 0% WhatsApp Facebook Twitter BBM SnapChat Instagram Path Forums
  20. 20. Sharing photos on selected networks 51% 12% 8% 37% 50% 6% 17% 31% 33% 46% 1% 4% 38% 49% 5% 23% WhatsApp Facebook SnapChat Instagram Male - Qatari Female - Qatari Males - Non Qatari Females - Non Qatari
  21. 21. Social media as source of news 34% 12% 25% 10% 21% 52% 12% 5% WhatsApp Facebook Twitter Instagram Qataris Non-Qataris
  22. 22. ARE YOU ON THE RIGHT PLATFORM? POPULAR USES OF SOCIAL CHANNELS IN QATAR
  23. 23. What’s hot. What’s not?
  24. 24. WhatsApp • Everyone is here, and usage is growing. • High usage of fake names. • Top activities: Sending messages Sharing photos Finding friends & family you have lost touch with Posting status updates
  25. 25. BBM • 49% are members of groups on BBM and WhatsApp. • Most groups are family & friends related (88%). • Followed by work, religious and hobby groups.
  26. 26. Instagram • Very popular in Qatar – among Qataris especially. • Usage is growing, especially with females and 15-29. • Top Activities Sharing photos Sharing videos Meeting new people Posting status updates
  27. 27. Snapchat • Usage lead by Qataris and youth. • Both genders tends to use it equally. • 31% of youth will use it for more than 3 hours a day. • Top Activities: Sharing photos Sharing videos Sending messages
  28. 28. Facebook • Home of the non-Qataris. • People very likely to use fake names. • Top activities: Finding friends & family you have lost touch with Finding latest news Sending messages Sharing photos
  29. 29. Twitter • No 2 source of news for non-Qataris. • People more likely to use real name (only 1/5 use a fake). • Top activities: Finding out latest news Follow discussions about current topics Post status updates Share views and opinions
  30. 30. What does this mean for you?
  31. 31. 5 takeaways 1. High level of awareness 2. Awareness does not equal usage 3. Mobile-friendliness is important 4. Qataris most active on new platforms 5. Users tend to be lurkers…
  32. 32. Thanks for reading Visit our SlideShare channel for the Digital Digests and our monthly Tech Top 10: http://www.slideshare.net/ictQATAR/ Contact Us: rassed@ict.gov.qa Twitter: @ictqatar

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