arab youth survey 2010

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  • SecondAnnualASDAABursonMarsteller

    ArabYouthSurvey

    March7,2010March7,2010March7,2010March7,2010

  • OBJECTIVESThestudywascommissionedinOctober2009tofocusonattitudesamongArabnationalandexpatriateyouthaged1824innineMiddleEastcountries:thesixcountriesoftheGulfCooperationCouncil,Jordan,LebanonandEgypt.

    Theresearchwasdesignedtouncovercountrydifferencesandcommontrends,lookingatissuesincluding:

    AttitudestothefinancialcrisisAccesstotechnologyMediaconsumptiontrendsSocial media networkingSocialmedianetworkingAttitudestotravelandforeignrelationsUseofleisuretimeSpendinghabitsPerceptions of leading brandsPerceptionsofleadingbrandsAttitudestowardseducationPerceptionsoffuturecareers

    2

  • OBJECTIVESBelowisatimelineofrelevanteventssurroundingthesurveytoprovideacontextfortheresults:

    Timelineofeventsdi AYS 2009

    DubaiDubaiWorldWorlddefaultdefaultth tth t

    G20G20summitsummit

    surroundingAYS2009

    ObamaObamadeliversdeliversspeechspeech

    LockerbieLockerbiebomberbomber

    CopenhagenCopenhagenClimateClimate

    ElectionsinElectionsinAfghanistanAfghanistancancelledcancelled

    EndofEndofSriSriLankanLankan

    NetanyahuNetanyahuelectedinelectedin

    threatthreatLondonLondonppinCairoinCairo releaserelease ConferenceConference

    NovemberNovember DecemberDecemberAprilApril JuneJuneMayMay JulyJuly AugustAugust SeptemberSeptember OctoberOctober

    cancelledcancelledcivilwarcivilwar

    MarchMarch

    IsraelIsrael

    ElectionsElectionsheld in Iranheld in Iran

    G20G20SummitSummit

    F1raceF1racein Abuin Abu

    AYSAYSOctoberOctober20092009

    pp yy yy gg pp

    SwineSwineflufluoutbreak declaredoutbreak declared

    FailedFailedChristmas DayChristmas DayheldinIranheldinIran

    andLebanonandLebanonSummitSummitPittsburgPittsburg

    inAbuinAbuDhabiDhabi

    20092009outbreakdeclaredoutbreakdeclaredGlobalpandemicGlobalpandemic

    ChristmasDayChristmasDaybomberplotbomberplot

    3

  • P S h & B l d d t d 2 000 i t i f t f * d t

    METHODOLOGY

    Egypt(n=250)d ( )

    PennSchoen&Berlandconducted2,000interviewsfacetoface* amongrespondentsaged1824inthefollowingcountries:

    Qatar(n=200)di bi ( )

    Lebanon(n=200)h i ( )

    New Jordan(n=200) Kuwait(n=200)

    SaudiArabia(n=300) UnitedArabEmirates(n=300)

    Bahrain(n=150) Oman(n=200)

    Arab nationals & expatriates

    markets

    Theresearchheldquotasonthefollowing:

    AB=20% C1=35% C2=45%

    Arabnationals&expatriates

    S.E.C

    Gender Male 60% Female40%

    UAE Oman Qatar Bahrain KSA Kuwait Egypt Jordan Lebanon

    Gender

    Specificcityquotasforeachmarket

    Dubai 40% Muscat 50% Doha 55% Manama 100% Jeddah 40% Kuwait City -20% Cairo 50% Amman 50% East Beirut 40%

    Sharjah 20% Batinah 50% Al Rayyan 45% Riyadh 40% Al Hawalli 30th Alexandria 25% Ibrid 25% West Beirut 40%

    Abu Dhabi 40% Dammam 20% Al Ahmadi 20% Mansoura 25% Zarqa 25% Tripoli 20%

    Al Farwaniya 30%

    4*2008researchwasconductedbyNielsenusingadifferentmethodology(online)fromPSBs2009research(facetoface).

  • RESEARCHHIGHLIGHTSAttitudestothefinancialcrisis

    Generaloutlook

    1

    2

    Accesstotechnology

    Media trends

    3

    4 Mediatrends

    Attitudestobrands

    4

    5

    Leisuretime

    Spendinganddebt

    6

    7

    Travel

    Internationaloutlook

    8

    9

    Futurecareers10

  • FINANCIALCRISISIMPACT 1

    On a scale of 1 to 10, how badly do you think your country

    Theimpactofthedownturnvariedfromcountrytocountry. YouthinEgypt,Jordan,SaudiArabiaandBahrainfeltamoreacuteimpactthanthoseinQatar,OmanandKuwait.

    Onascaleof1to10,howbadlydoyouthinkyourcountryhasbeenimpactedbythefinancialcrisis?

    1beingverybadly,10beingnoimpactatallNB:FieldworkconductedbeforeDubaiWorlddefaultthreatofNov09

    5 65

    UAE

    Kuwait

    BahrainLebanon

    KSAJordan

    74

    Qatar

    Oman

    Egypt

    12

    109

    83Egypt

    Verybadly Noimpactatall

    6

  • FINANCIALCRISISIMPACT 1 Halfofallrespondentssaidneitherthey,theirfamily,noranyoftheirfriendshadlosttheirjobinthe

    previous12months.

    Butoverathirdsaidthecrisishasaffectedtheirincome,andnearly1in4saidithasaffectedtheirabilitytogoout.

    Whichofthefollowingisclosesttoyourexperienceinthepast12months?

    AmongAll9markets

    y g

    Howdidthefinancialcrisisandglobalrecessionimpactyoupersonally?

    7

  • FINANCIALCRISISIMPACT 1 YouthinQatarwerethemostupbeat,with63percentsayingthey,theirfriendsandfamilyhadbeenunscathed

    byredundancies.

    Only38percentofyouthintheUAEhadthesameview,thelowestpercentageinthesurvey.

    8

  • GENERALOUTLOOK 2

    %of people placing importance on each of the following issues:

    Thesinglemostimportantpriorityforyoungpeopleintheregionislivinginademocraticcountry,followedbyinfrastructureandaccesstothebestuniversities.

    %ofpeopleplacingimportanceoneachofthefollowingissues:

    (%whoansweredVeryImportantorSomewhatImportant) Top5

    9

  • GENERALOUTLOOK 2 Increaseinthecostoflivingisthegreatestconcernforyoungpeopleintheregion,followedbytheshortageof

    affordablehousingandunemployment andtherighttovoteisthefourthbiggestconcern.

    (%whoanswered

    Veryconcerned)

    Risingcostofliving

    Men 69

    Women 65Women 65

    Expat 74

    National 66

    10

  • GENERALOUTLOOK 2 TwothirdsofArabyouthsaythattheircountryismovingintherightdirection. Arabexpatriatesaremorelikelytothinkthattheircountryofresidenceisheadingintherightdirection

    thannationals.

    Thinkingaboutthelastfiveyears,doyouthinkthingsinyour

    countryofresidencearegoingintherightdirectionorarethey

    %Rightdirection

    Men 67

    Women 64

    Expat 78goinginthewrongdirection?

    %Rightdirection

    Expat 78

    National 63

    11

  • TECHNOLOGYOWNERSHIP 3

    Whi h f th f ll i d h l i f?

    Almost4in5ofyouthownamobilephone,and1in4ownawebenabledphone.ManyalsohaveaccesstoeitheraDesktoporLaptopcomputer.

    Whichofthefollowingdoyouownorhaveexclusiveuseof?

    12

  • TECHNOLOGYHABITS 3

    How often do you generally use the Internet?

    Nearly3in5saytheyusetheInternetatleastonceaday,withmusicandemailasthemainonlineactivities.

    HowoftendoyougenerallyusetheInternet?

    Whatdoyoudowhenyou are online?youareonline?

    13

  • MEDIACONSUMPTION 4

    Wh d t ? How often do you update yourself on news and current

    Overall,TVandnewspapersarethemainsourcesofnews,followedbytheInternet. NewsandcurrentaffairsareconsumedmostbyyoungpeopleinJordan,LebanonandUAE.

    Wheredoyougetyournews? Howoftendoyouupdateyourselfonnewsandcurrentaffairs?

    %Severaltimesaday,daily,nearlyeveryday

    14

  • MEDIACONSUMPTION 4

    I i i h t i th t t t d f ?

    Inallmarkets,exceptBahrain,TVnewschannelsarethemosttrustedsourceofnews. WebsiteshavethehighestlevelsoftrustinSaudiArabia.

    Inyouropinionwhatisthemosttrustedsourceofnews?

    15

  • SOCIALMEDIA 4 Whenonline,youngpeopleinallregionsaremostlikelytousesiteslikeGoogle,FacebookandYahoo!. Nearly3in4usesocialnetworkingsitestokeepincontactwithfriends

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    Top10websitesamongall9markets

    Google 85 90 100 99 44 92 96 89 63

    Facebook 67 36 85 49 49 71 67 94 82

    Yahoo! 86 43 96 69 19 53 74 67 31

    L

    WindowsLive/Hotmail 26 53 35 81 20 67 45 36 62

    YouTube 54 31 78 57 13 49 37 44 35

    MSN 35 24 43 56 6 21 33 70 68

    Maktoob 19 8 52 25 0 10 1 16 0Maktoob

    Googlemail(Gmail) 17 4 25 8 10 14 13 0 3

    eBay 8 6 25 5 5 1 8 27 9

    MySpace 5 1 27 1 2 13 13 20 9

    16

  • SOCIALMEDIA 4

    Socialnetworkingismostfrequentlyusedformaintainingcontactwithfriends,particularlyamongstyouthinEgyptandBahrain.

    WhatdoyouuseSocialNetworkingsitesfor?Top6

    17

  • BRANDFAVOURABILITY 5 Nokiaappearstobeoneofthemostpopularbrandsintheregion. Butotherregionalbrandshavehighfavourability,notablyEmirates.

    Howfavourablewouldyousayyouaretothefollowing

    brandsonascaleof0to100?(0beingextremely

    unfavourableand100beingextremelyfavourable)

    18

  • LEISURETIME 6

    What do you like to

    TViseasilythemostpopularactivityforyoungpeopleintheregion,followedbygoingtomallsanddiningout. Lessthanafifthadmittospendingleisuretimeexercising/playingsports/goingtothegym.

    Whatdoyouliketodoforleisure?

    WatchingTV

    Men 61

    Women 72

    Expat 69

    National 65

    19

  • SPENDING&DEBT 6

    Wh t d d ?

    Overhalfsaytheyspendtheirmoneyonpersonalitemslikeclothesandmobilecalls,aswellasdiningout.Womenaremorelikelytobespendingmoneyonfashion/accessories.

    Whatdoyouspendyourmoneyon?

    20

  • SPENDING&DEBT 7

    D h l d bt?

    MorethanaquarterofArabyouthclaimtobeindebt,andmorethanhalfofyouthinSaudiArabiaadmittohavingdebt;creditcardsarethemainculprits.

    Doyouhaveanypersonaldebt?Whatkindofdebt

    doyouhave?