How Qatar uses WhatsApp, Snapchat and other social media

How Qatar uses WhatsApp, How Qatar uses

WhatsApp, Snapchat and other social

networks

Rassed Research Briefing: 1st December 2014

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

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 SlideSharehttp://www.slideshare.net/ictQATAR/

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

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

5 KEY INSIGHTS

1. WhatsApp leads the way

• Most used social media service.

• 96% Awareness. 87% Usage.

• Rises to 98% + 97% for Qataris.

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.

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”

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.

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.”

SOCIAL MEDIA USE: - AGE, GENDER AND NATIONALITY

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+

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).

Age + triggers to leave

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.”

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.

Social media for shopping

• Most e-Commerce happens on Instagram and is lead by Qataris and Qatari women.

15-29 YO 30-39 YO 40+ YO

21% 21%

6%

32%34%

20%

Usage by Nationality

WhatsApp Facebook Twitter BBM SnapChat Instagram Path Forums

97%

44% 46% 48%

39%

65%

7%

17%

92%

78%

38%

26%

13%

34%

1%

11%

82%

89%

30%27%

10%

33%

10%

0%

Qataris Arab Expats

Sharing photos on selected networks

WhatsApp Facebook SnapChat Instagram

51%

12%8%

37%

50%

6%

17%

31%33%

46%

1%4%

38%

49%

5%

23%

Male - Qatari Female - Qatari Males - Non Qatari Females - Non Qatari

Social media as source of news

WhatsApp Facebook Twitter Instagram

34%

12%

25%

10%

21%

52%

12%5%

Qataris

ARE YOU ON THE RIGHT PLATFORM?POPULAR USES OF SOCIAL CHANNELS IN QATAR

What’s hot. What’s not?

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 withPosting status updates

BBM

• 49% are members of groups on BBM and WhatsApp.

• Most groups are family & friends related (88%).

• Followed by work, religious and hobby groups.

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

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 photosSharing videosSending messages

Facebook

• Home of the non-Qataris.• People very likely to use fake names.

• Top activities:Finding friends & family you have lost touch withFinding latest news Sending messages Sharing photos

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 newsFollow discussions about current topics Post status updates Share views and opinions

What does this mean for you?

5 takeaways

1.High level of awareness2.Awareness does not equal usage3.Mobile-friendliness is important 4.Qataris most active on new

platforms5.Users tend to be lurkers…

Next Steps

• Summary report to be published this month.

• Full study in early 2015.

• Slides: http://www.slideshare.net/ictQATAR/

Thank you for listening