Cairo Cristal Academy - Amr Kais, Ipsos Egypt

Egyptian Media

& The Digital Era

June 2015

1944

1078

56

1739

957

50

1527

866

42

2012 2013 2014

21.5% 20% 25%

Source: Ipsos Egypt audience measurement studies

The Aging of Traditional Media Content.…

33% 19% 19% 17%

7% 5% 3% 2% 2% 1% 1%

TV Daily newspapers

Radio None Internet Word of mouth

Mobile phones

Monthly magazines

Books Weekly newspapers

and magazines

Others

Base: Among Total Population Q: Which of the following media you will use less in the near future (2-5 years)?

……….and decline in future consumption

Traditional Media

is heading

ONLINE

3% 2%

18%

8%

5%

Base: Among Total Population

12 % increase in

consumption of news

online from 2012

8% increase in

consumption of TV online

compared to 2012

No change in

consumption of

Radio online

compared to 2012

6%

2012 2012 2012 2013 2013 2013

20%

14%

4%

2014 2014 2014

Base: Among Total Population

Decrease among younger age

groups and rise among older

age group. 21%

26% 25%

19%

16%

13%

9%

16% 17%

19% 20% 21%

25%

21%

15-19 20-24 25-29 30-34 35-39 40-44 45+

2013 2014

Age

Reach

Q: Do you read daily newspaper online?

7% 6%

9%

6%

4% 3% 3%

9%

13%

18%

12% 11%

13%

16%

15-19 20-24 25-29 30-34 35-39 40-44 45+

2013 2014

Age

Reach

Base: Among Total Population

Unanimous Increase

Q: Do you watch TV channels online?

4%

5%

4%

2% 2%

0%

1%

2%

5%

2%

4% 4% 4% 4%

15-19 20-24 25-29 30-34 35-39 40-44 45+

2013 2014

Age

Reach

Base: Among Total Population

Unanimous Increase

Q: Do you listen to radio stations online?

98% stream videos

online

Content

Q: What Type of streamed videos that you usually watch online? Base: Among Internet Users

Co

nsu

mp

tio

n/p

enet

rati

on

39% 35% 40% 37% 36% 32% 31%

17% 17% 17% 16% 18%

14% 21%

52% 49% 50% 53% 36% 33%

43%

19% 21%

17% 13%

14%

13%

14%

15% 18% 18% 16%

18%

11%

16%

15-19 20-24 25-29 30-34 35-39 40-44 45+

Promotional/ Advertisements Educational/learning Music & Videos Personal Videos Entertainment Events

Music Videos are

top streamed videos

online across all ages.

Q: What Type of streamed videos that you usually watch online? Base: Among Internet users

Base: Among Internet users Q: Which of the following do you download online?

Downloads……..

The Mobile ERA

100% Penetration

Base: Among Total Population * Multiple devices excluded

12% 6%

Smartphone penetration in Egypt doubled in ONE YEAR.

Smartphone penetration

reached 2.6 Million compared

to 1.3 million in 2013.

2014

2013

Base: Total Population

Smartphone penetration..

6% 7%

5% 5% 4%

3% 3%

7% 8%

9%

5% 6%

1%

4%

17% 19% 15%

10% 11%

8%

5%

15-19 20-24 25-29 30-34 35-39 40-44 45+ Age

2012 2013

Q: What is the type of your mobile phone? Base: Among Total Population

2014

Smartphone owners have ONE DEVICE

Surf the Internet Social Networks Chat

42%

Emails

Send/Receive Videos & photos

Base: Among those who own smartphones

60% 75%

37% 35% 15%

60%

18%

Q: Which of the following do you do while using your smartphone?

Search the web Games Navigation

Smartphone is used for…………………..

Internet & Social Media

Base: Among Total Population

26% 2012

44% 2013

45% 2014

Internet population reached

10.3 Million vs 5.5 Million in

2012

Base: Among Social Networks Users

73% social

media penetration in

2012 - among Internet Users

89% social media

penetration in 2013 – among Internet

Users

2014

27%

17%

99%

35%

99%

2013

17% increase in social networks

penetration from 2012 to 2014.

Q: Are you subscribed to any social network? What are the names of these social networks?

90% social media

penetration in 2014 – among Internet

Users

... and Social Media penetration………

-8%

Base: Among Social Networks Users

61% of social network

users access them daily - 2012

67% of social network

users access them daily - 2013

Q: What was the last time you visited any social network? On average, how many minutes you usually spend on Social Networks?

69% of social network

users access them daily - 2014

…. on DAILY basis

Base: Among Social Networks Users

Facebook still is the leading social media platform by far, while Twitter platform penetration is highest across older age group 35+.

99% 99% 99% 100% 97% 99% 97%

26% 24% 29% 24%

31% 36% 31%

19% 14% 20% 14% 17% 16%

21%

15-19 20-24 25-29 30-34 35-39 40-44 45+

Facebook

Q: Can you please tell me the names of these social networks you are using?

Twitter Google Plus

Base: Among Social Network Users Q:Can you please tell me on which devices do you access these social networks?

84%

17%

17%

Q: What is the main purpose of liking / following very well known brands on social network? Base: Among social network users

48% of social media users follow /like

BRAND pages

Traditional Media is going online

Social Media & its impact on the

market

In only TWO years…………………

Egyptians were only exposed to traditional media where content has

limited distribution

Internet penetration was only 26%

Social media penetration in 2012 was 73% (almost 4 million Egyptians)

Mobile penetration is 100% but smartphones were only 5%

Traditional Media is going online

Social Media & its impact on the

market

Content is now available on different digital platforms. People can actually do

their own

Internet penetration doubled and level of engagement is higher

With 90% penetration for social media in 2014; 110% growth

Mobile penetration still 100% but smartphones are increased by 140%

Before Now

ACROSS PLATFORMS

AUDIENCE

Watch Read Listen

Print Radio Television

Conventional Media required conventional solutions

Yesterday’s givens..

ACROSS PLATFORMS

AUDIENCE

Watch Create Share Discuss Read Listen

Print Outdoor Radio Cinema Television PC

Tablet Mobile

Media Content & Technology measurement

Today’s MUST haves….

The Changing Landscape

of Media Measurement

Built around

Software

Real time signal

encoding AND audio matching, to provide

viewing on any platform, any time

Employing

Familiar devices

Mediacell

Into the FUTURE………………

….with Mediacell…

o Low cost per panellist

o Software-driven, future-proof

o Self-installed

o Simple/quick

o Minimal maintenance

o In-home, out-of-home

o Flexible contracts

o Larger panels

Historically…

o High cost per panellist

o Hardware-driven, inflexible

o Engineer installed

o Invasive/lengthy process

o High maintenance

o In-home only

o Long, inflexible contracts

o Small panels

About Mediacell……………….

•TV Sets

•Tablets

•Smartphones

•PC (through partner technology)

All platforms

•Live

•Time shifted

•On-demand

All viewing

•In home

•Second homes

•Out of homes

All Locations

•Enabled by larger panel

More stations – “longer tail”

05

Greater consistency of measurement across panels

02

Larger panel opportunities

04

End-to-end service

01

Greater flexibility and future proofing

03

Improved detection

06

Greater return on investment

TOP 6 REASONS For Passive Media Measurement……

33

© Ipsos MediaCT 2015

Thank you

The internet has become

the town square for the

global village of tomorrow.

-Bill Gates

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