Online Shopping - Media consumption & Habits of MENA Internet users, September 2010

8/8/2019 Online Shopping - Media consumption & Habits of MENA Internet users, September 2010

1/26

Media consumption & habits ofMENA Internet users

Research conducted by Effective Measure

in conjunction with Spot On PR

September 2010


2/26

Key findings

32% of MENA Internet users buy products or services online. 32% of all Middle East & North Africa Internet users surveyed buy products or services

online, compared with 62% in the UK (UK ONS August 2010).

GCC Internet users lead online shopping in MENA region. 43% of Internet users surveyed in the GCC bought products or services online, 11%

higher than the MENA average, with 11% shopping online more than 3 times per month.

Male and female online shoppers have different purchasing profiles. While all online shoppers surveyed share similar online buying habits, there aredifferences in habits such as an increased preference for buying clothing and

accessories by female shoppers and for buying electronic equipment by male shoppers.

Consumption of media by MENA Internet users during the Muslim holymonth of Ramadan varied only slightly compared to July. The Effective Measure | Spot On PR survey did find differences in media consumption

habits during Ramadan (end August), compared to July 2010, but all variances were less

than 5.5% plus or minus.

Source: Effective Measure / Spot On PR


3/26

Survey methodology

The Effective Measure | Spot On PR survey was carried out between July26th and September 1st, 2010.

The survey was conducted online via Effective Measure survey technology(active across more than 100 websites in MENA).

The sample was randomly selected via an intercept invitation which isactivated approximately every 15th to 100th visitor to each site

(interception rate is linked to the volume to traffic visiting a website). No sample quotas were imposed for this survey, the intent was to

understand behaviors and attitudes of the general internet population.

Total sample size was n=6998.


4/26

Demographics

of respondents


5/26

Demographics of respondents

Base: n=6998

North Africa (excl.Egypt), 13%

Egypt, 30%

Levant (Lebanon,Jordan, Syria), 7%

GCC, 49%

Residence location of respondents

Other countries, 2%

Note: it should be noted that the sample configuration for the 'MENA' survey is not wholly

reflective of country populations and the survey data is unweighted. Countries categories inOther countries include Iran, Iraq, Sudan and Yemen.


6/26


20%

15%

10%

5%

17%

53%

11%

6%5%

4%2% 3% 1%

$

2,0

00

-$5,0

00

$0

-$2,0

00

$5,0

00

-$10,0

00

$10

,000

-$15,0

00

$15

,000

-$25,0

00

$25

,000

-$50,0

00

$50

,000

-$75,0

00

$75

,000

-$100,0

00

$100,0

00

-$200,0

00

$200,0

00+


Manager or Senior Official (17%)

Professional (32%)

Associate Professional & Technical (10%)

Administrative & Secretarial (10%)

Skilled Trade (2%)

Personal Service (


7/26


>60

55-60

51-54

45-50

41-44

35-40

31-34

25-30

21-24

18-20

15-17

0% 5% 10% 15% 20% 25%

10%

13%

19%

25%

11%

11%

4%

4%

2%

0.56%

0.38%

Yearsofage

AGE OF RESPONDENTS GENDER


MALE FEMALE

24%24%

22%19%

15%13%

13%10%

10%10%

7%11%

3%4%

4% 2%

1.7% 1%

1%


8/26


Home

Work

Internet caf

Education institution

On the move

1%

4%

17%

76%

0% 10% 20% 30% 40% 50% 60%


67% of Internet users surveyedhave a tertiary education

76% of users access the Internetfrom their homes

No formal education

Primary

Secondary

Tertiary (graduate degree)

Tertiary (post graduate degree)

Trade/certificate

15%

3%

1%

6%

53%

23%

0% 10% 20% 30% 40% 50% 60%

3%


9/26

Online purchasing habits


10/26

Online purchasing habits (MENA)


32% of MENA Internet userspurchase products online

1. Airlines tickets (19%)

2. Books (12%)

3. Computer software (12%)

4. Clothing/Accessories/Shoes (9%)

5. Hotel reservations/Tourism services (9%)

6. Electronic equipment - camera, music player, TV (9%)

7. Music (8%)

8. Videos/DVDs/Games (8%)

9. Computer hardware (7%)

10. Sporting goods (4%)

Top ten online purchases (MENA)

1 to 3 times

per month

3 to 6 times

per month

More than 6 times

per month

Total

0% 10% 20% 30% 40% 50% 60% 70% 80%

32%

4%

24%

4%

Q. How often do you purchase products online?


11/26

Online purchasing habits (GCC)


31% of GCC Internet usersbuy online at least 1X per month



3. Books (15%)





8. Music (8%)


10. Event/Concert/Sports tickets (5%)

Top ten online purchases (GCC)

1 to 3 times

per month

3 to 6 times

per month

More than 6 times

per month

Total

0% 10% 20% 30% 40% 50% 60% 70% 80%

43%

5%

31%

6%



12/26

Online purchasing habits (Levant)


20% of Internet usersin the Levant buy online

1. Books (13%)


3. Music (8%)







10. Home equipment - kitchen ware, furniture, etc. (3%)

Top ten online purchases (Levant)

1 to 3 times

per month

3 to 6 times

per month

More than 6 times

per month

Total

0% 10% 20% 30% 40% 50% 60% 70% 80%

20%

1%

16%

3%



13/26

Online purchasing habits (North Africa)


19% of Internet usersin the North Africa buy online


2. Books (7%)



5. Music (6%)




9. Automobiles & Parts (3%)


Top ten online purchases (N. Africa)

1 to 3 times

per month

3 to 6 times

per month

More than 6 times

per month

Total

0% 10% 20% 30% 40% 50% 60% 70% 80%

19%

3%

14%

2%



14/26

Frequency of online purchasing (GCC)

Bahrain Kuwait OmanQatar Saudi

Arabia

UAE

13% OF QATAR INTERNET USERS & 12% OF SAUDI INTERNET USERS MADEPURCHASES ONLINE MORE THAN THREE TIMES PER MONTH


50%

40%

30%

20%

10%

1 to 3 times per month 3 to 6 times per month More than 6 times per month


15/26

Types of online activity most pursued (MENA)

Use Twitter type sites

Purchase products or services

Visit social networking site(s)

Search for information about hobbies

Email

Search for info about products you plan to purchase

Visit travel related sites

Look for a job

Look for information about health and medicine

Play games online

Look at news and weather sites

Look at entertainment-based sitesLook at business related websites

Look for educational content

Other

0% 25% 50% 75%

What type of activities do you do most often do online?



16/26

Types of products purchased online (Male)

Airlines tickets

Computer software

Books

Electronic equipment (camera, music player, TV)

Hotel reservations/Tourism services

Computer hardware

Clothing/Accessories/Shoes

Videos/DVDs/Games

Music

Automobiles & Parts

Sporting goods

Home equipment (kitchen ware, furniture, etc)Event/Concert/Sports tickets

Sports Memorabilia

Groceries

0% 25%

What kind of products have you purchased online in the last 3 months? (top 15 answers)


Male responses

16%

12%

11%

9%

8%

8%

7%

7%

7%

4%

4%

3%3%

2%

2%


17/26

Types of products purchased online (Female)

Clothing/Accessories/Shoes

Airlines tickets

Books

Hotel reservations/Tourism services

Computer software

Music

Cosmetics/health supplies

Videos/DVDs/Games

Electronic equipment (camera, music player, TV)

Home equipment (kitchen ware, furniture, etc)

Computer hardware

Event/Concert/Sports ticketsToys/Dolls

Groceries

Automobiles & Parts | Sporting goods (both 2%)

What kind of products have you purchased online in the last 3 months? (top 15 answers)


Female responses

0% 25%

14%

4%

13%

11%

8%

8%

7%

7%

6%

4%

4%

3%3%

3%

2%


18/26

Media consumption


19/26

Audience share of media & Internet by time of day

40%

35%

30%

25%

20%

15%

10%

5%

0%

Internet usage

remains high all day

Radio peaksearly morning

Newspaperspeak duringoffice hours

TV peakslate night

Magazines peakduring office hours

06:00

09

:00

09:00

15

:00

18:00

20

:00

15:00

18

:00

22:00

24

:00

20:00

22

:00

24:00

06

:00

MAGAZINES

TELEVISION

INTERNETRADIO

NEWSPAPERS

July 2010



20/26

Audience share of TV viewing


40%

35%

30%

25%

20%

15%

10%

5%

0%

06:0

009

:00

09:00

15

:00

18:00

20

:00

15:00

18

:00

22:00

24

:00

20:00

22

:00

24:00

06

:00

AUGUST 2010(Ramadan)

JULY 2010

Aug. 2010


21/26

Audience share of print media


40%

35%

30%

25%

20%

15%

10%

5%

0%

06:0

009

:00

09:00

15

:00

18:00

20

:00

15:00

18

:00

22:00

24

:00

20:00

22

:00

24:00

06

:00


JULY 2010


22/26

Audience share of Internet


40%

35%

30%

25%

20%

15%

10%

5%

0%

06:0

009

:00

09:00

15

:00

18:00

20

:00

15:00

18

:00

22:00

24

:00

20:00

22

:00

24:00

06

:00

JULY 2010



23/26

Credits & copyright


24/26

About Effective Measure

Effective Measure provides cutting edge

digital audience measurement, website

rankings, Internet demographics and

market intelligence for website publishers,agencies and digital marketers.

Effective Measures patent-pending digital helix methodology overcomes

problems with cookie deletion and unique visitor audience calculation. The

solution increases visitation, client visibility and advertising revenue byproviding independent third-party analytics to publishers and advertisers

around the world.

For more information on Effective Measure contact:

Brendon Ogilvy

m +97150 298 0775

e [email protected]

w www.effectivemeasure.com

Ab S O P bli R l i
mailto:[email protected]://www.effectivemeasure.com/http://www.effectivemeasure.com/mailto:[email protected]


25/26

About Spot On Public Relations

Spot On Public Relations helps build brands online

and offline. With 15 years track record in the Middle

East, Spot On helps clients create clear propositions,

integrate online/offline strategies and engageeffectively with the audiences they want to talk to.

Spot On Public Relations is the Middle East network partner of Brodeur

Partners and a founder member of the Middle East Public Relations

Association (MEPRA).

For more information on Spot On PR contact:

Carrington Malin

t +971 4 3491686e [email protected]

w www.spotonpr.com

Q ti thi t
mailto:[email protected]://www.spotonpr.com/http://www.spotonpr.com/mailto:[email protected]


26/26

Quoting this report

This survey report is published under theCreative Commons Attribution-No Derivative

Works 3.0 United States Licence.

You are free to share this work (to copy,distribute and transmit the work).

Youre also welcome to quote any part of this report attributing any quotedinformation to Effective Measure | Spot On PR, Effective Measure and

Spot On PR or Effective Measure / Spot On PR. Thanks!
http://creativecommons.org/licenses/by-nd/3.0/us/http://creativecommons.org/licenses/by-nd/3.0/us/http://creativecommons.org/licenses/by-nd/3.0/us/http://creativecommons.org/licenses/by-nd/3.0/us/http://creativecommons.org/licenses/by-nd/3.0/us/http://creativecommons.org/licenses/by-nd/3.0/us/

Documents

Online Shopping - Media consumption & Habits of MENA Internet users, September 2010