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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
Shameless self-promotion slide
A connected world…



1,319,872,109
                 Source: Internet World Stats, Dec. 2007
So the world is connected…


But Arabs are not…
        ?
Lots of Arabs are online too


  45 Million
Lots of Arabs are online too


       45 Million
And the real numbers are likely
    closer to 55-60 million
Lots of Arabs are online too

Maktoob alone has an audience of

      15 million
     monthly users
Lots of Arabs are online too
Lots of Arabs are online too

Maktoob Audience growth:
   2006: 2 million
          monthly visitors




   2009: 15 million
          monthly visitors
Lots of Arabs are online too

      MEA Region
 is the fastest growing
   online population
      in the world.

                Source: comScore Media Metrix Feb 2008
A sign of things to come: TV declining
Increasing TV Fragmentartion
It’s not TV…
It’s Video
“The Office” fifth
season premiere
viewership

15.4 million on TV

6.9 million Online
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)
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
The Arab Internet


Is the Arab Internet audience
   reflecting the worldwide
media consumption patterns?
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)
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
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
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%
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%
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%
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%
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%
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
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%
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%
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%
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%
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%
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%
 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
 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
 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
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

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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
  • 3. A connected world… 1,319,872,109 Source: Internet World Stats, Dec. 2007
  • 4. So the world is connected… But Arabs are not… ?
  • 5. Lots of Arabs are online too 45 Million
  • 6. Lots of Arabs are online too 45 Million And the real numbers are likely closer to 55-60 million
  • 7. Lots of Arabs are online too Maktoob alone has an audience of 15 million monthly users
  • 8. Lots of Arabs are online too
  • 9. Lots of Arabs are online too Maktoob Audience growth: 2006: 2 million monthly visitors 2009: 15 million monthly visitors
  • 10. Lots of Arabs are online too MEA Region is the fastest growing online population in the world. Source: comScore Media Metrix Feb 2008
  • 11. A sign of things to come: TV declining
  • 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