Embed Size (px)
DESCRIPTION
These slides, curated and analysed by ictQATAR's Damian Radcliffe and Shahd Dauleh, look back at the key developments and data points in the Middle East's social media scene during the past year. Key themes include: 1) Some wide variances in usage amongst different age groups and other demographics 2) Increased Social Media penetration and usage across countries, nationalities and age groups, 3) The continued growth of social media activity in Arabic, 4) YouTube's continued growth, especially on mobile, and; 5) The emergence of platforms such as Vine and Keek, and the evolving usage of Instagram and Facebook for eCommerce. And more!
Citation preview
Social Media in the Middle East The Story of 2013
Social Impact Department ictQATAR
January 2014
High levels of daily Internet use Booz and Co. report shows that people in the Middle East are well connected to the Internet, across all age groups, although not surprisingly young people (the Arab Digital Generation aged15-35) are more connected than elders.
Arab Digital Generation 15-35 Arab Regional Generation 36-48
Arab National Generation 49-65
Booz& Co. Generations A Difference and Similarities across the Arab Generations: http://bit.ly/1cm9JDG
Wide social network reach
Northwestern’s Media Use in the Middle East: http://bit.ly/1ffiKT0
High daily usage of social media
Bahrain leads GCC countries in terms of daily time spent on social networks, at 4.1 hours. Even at the lower end of the scale, UAE respondents were on social networks for an average of 2.7 hours each day. Northwestern’s Media Use in the Middle East : http://bit.ly/19usTqq
New data published by Facebook shows:
• 56 million active users on Facebook in MENA.
• 28 million log on daily, 15 million via mobile.
• 33 million access accounts via a phone or tablet each month.
Qatar Tribune: http://bit.ly/18yrr9s
How Youth Use Facebook
From Arab Youth Survey: http://bit.ly/19EbHAd
Arabic Language Thrives On Facebook
From 5th Arab Social Media Report: http://bit.ly/1e2qwm2
From
5th A
rab So
cial Med
ia R
epo
rt: http
://bit.ly/1
71
6M
Z2
Question: Which of the following sites do you use? Northwestern’s Media Use in the Middle East: http://bit.ly/1ffiKT0
Leading Social Network Site in MENA
Although Egypt has the largest number of Facebook users… UAE is the country with the highest penetration rate.
Number of Facebook Users in the Arab Region between June 2010 and May 2013 (Top 10 Facebook populations). From 5th Arab Social Media Report: http://bit.ly/1gUWONw
Egypt Dominates
• Some countries continue to have a growing Facebook population.
• But some countries have seen a decline.
5th Arab Social Media report: http://bit.ly/1gUWONw
Facebook: A Decline?
• Local businesses using Facebook as a portal for retail, with payment usually on delivery.
• Examples: Foulard, Anayah, Fanilla Couture.
Facebook for Retail
Twitter at a Glance
Total number of active Twitter users in the Arab world reached 3,766,160 users as of March 2013. “Active user” is someone who logs in at least once a month.
Estimated number of tweets produced by Twitter users in the Arab world was 5,564,890 tweets per day in March 2013.
5th Arab Social Media Report: http://bit.ly/1gUWONw
Arabic thriving on Twitter
The 5th Arab Social Media report showed the continued growth of Arabic as a % of tweets.
Now nearly ¾ of all MENA tweets are in Arabic.
http://bit.ly/1gUWONw
Saudi home to most active Tweeps
• Saudi Arabia has the highest Twitter penetration of anywhere in the world.
• The Top 5 tweeting countries are all non -English speaking
Sou
rce: http
://bit.ly/1
f3evJG
Im
age: h
ttp://o
n.m
ash.to
/1d
keGP
v
And dominates MENA volumes
• Saudi Arabia alone, produced almost half (47%) of all tweets in the Arab world
• Egypt produced 12%
• UAE produced 11%
Tweets in the Arab World
5th A
rab So
cial Med
ia Rep
ort:
http
://bit.ly/1
gUW
ON
w
Most Followed Twitter Accounts in MENA
From
Top
10
0 A
rabs W
ebsite: h
ttp://to
p1
00
arabs.co
m/
YouTube: MENA Overview
• 285 million videos are viewed every day - the second-highest regional consumption in the world.
• Across the Middle East, two hours of video are uploaded to YouTube every minute.
• Saudi Arabia, Egypt, Morocco and UAE lead the number of playbacks.
• 50% of all views in KSA are via mobile. In UAE this figure is 40%.
5th Arab Social Media Report: http://bit.ly/1gUWONw
Saudi Dominates Again
Saudi is the #1 country in the world in terms of YouTube viewers.
With more than 90 million daily views to YouTube. http://www.alarabiya.net/articles/2012/05/22/215774.html
Al Arabiya: http://bit.ly/19e8V6W Image: http://bit.ly/18ykoKN
Some high profile channels and trends
Further examples
The Van Damme Volvo ad was spoofed, to create a humorous commentary on financial hardships in Jordan and Gaza.
Emerging Networks & Platforms
Growing LinkedIn Use
• 5.8 Million users in 2012
• Grew to 10 million in 2013
Tfour: http://bit.ly/J0hs2U Wamda: http://bit.ly/1btKIck
Vine/ Keek
• Arab Vines has 11,004 likes on Facebook
• Local vines: Palestinian, Lebanese, Egyptian, Syrian, Sudanese Vines
• Arab Keek facebook page 441,342 likes and 58,282 “talking about this”
• Growing trend of using Instagram by businesses
• Local business examples includes: GulfCenter (catering company), 3abella (Abaya sale KSA), Foulard (Hijab sale KSA) ..etc.
Digitalks.M
E: h
ttp://b
it.ly/1b
tL3vw
Social Media & Society
Trust: Social Media grows as source of news for Youth
Arab Youth Survey: http://bit.ly/19EbHAd
How Social Media Can Help People
86% believe social media empowers entrepreneurs through branding and marketing (90%), tapping into wider markets (86%) and entrepreneurial spirit within the entreprise (84%). 81% agree that having national social media policies would facilitate better use of social media in the workplace. Social media can help youth enter the workforce through job matching (70%), and up-skilling (84%). Social media influences the workplace by triggering more customer satisfaction (85%), increasing trust between co-workers (78%), and boosting intra-agency collaboration.
