arab youth survey 2010
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TRANSCRIPT
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SecondAnnualASDAABursonMarsteller
ArabYouthSurvey
March7,2010March7,2010March7,2010March7,2010
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OBJECTIVESThestudywascommissionedinOctober2009tofocusonattitudesamongArabnationalandexpatriateyouthaged1824innineMiddleEastcountries:thesixcountriesoftheGulfCooperationCouncil,Jordan,LebanonandEgypt.
Theresearchwasdesignedtouncovercountrydifferencesandcommontrends,lookingatissuesincluding:
AttitudestothefinancialcrisisAccesstotechnologyMediaconsumptiontrendsSocial media networkingSocialmedianetworkingAttitudestotravelandforeignrelationsUseofleisuretimeSpendinghabitsPerceptions of leading brandsPerceptionsofleadingbrandsAttitudestowardseducationPerceptionsoffuturecareers
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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
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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).
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RESEARCHHIGHLIGHTSAttitudestothefinancialcrisis
Generaloutlook
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Accesstotechnology
Media trends
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4 Mediatrends
Attitudestobrands
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Leisuretime
Spendinganddebt
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Travel
Internationaloutlook
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Futurecareers10
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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
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109
83Egypt
Verybadly Noimpactatall
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FINANCIALCRISISIMPACT 1 Halfofallrespondentssaidneitherthey,theirfamily,noranyoftheirfriendshadlosttheirjobinthe
previous12months.
Butoverathirdsaidthecrisishasaffectedtheirincome,andnearly1in4saidithasaffectedtheirabilitytogoout.
Whichofthefollowingisclosesttoyourexperienceinthepast12months?
AmongAll9markets
y g
Howdidthefinancialcrisisandglobalrecessionimpactyoupersonally?
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FINANCIALCRISISIMPACT 1 YouthinQatarwerethemostupbeat,with63percentsayingthey,theirfriendsandfamilyhadbeenunscathed
byredundancies.
Only38percentofyouthintheUAEhadthesameview,thelowestpercentageinthesurvey.
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GENERALOUTLOOK 2
%of people placing importance on each of the following issues:
Thesinglemostimportantpriorityforyoungpeopleintheregionislivinginademocraticcountry,followedbyinfrastructureandaccesstothebestuniversities.
%ofpeopleplacingimportanceoneachofthefollowingissues:
(%whoansweredVeryImportantorSomewhatImportant) Top5
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GENERALOUTLOOK 2 Increaseinthecostoflivingisthegreatestconcernforyoungpeopleintheregion,followedbytheshortageof
affordablehousingandunemployment andtherighttovoteisthefourthbiggestconcern.
(%whoanswered
Veryconcerned)
Risingcostofliving
Men 69
Women 65Women 65
Expat 74
National 66
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GENERALOUTLOOK 2 TwothirdsofArabyouthsaythattheircountryismovingintherightdirection. Arabexpatriatesaremorelikelytothinkthattheircountryofresidenceisheadingintherightdirection
thannationals.
Thinkingaboutthelastfiveyears,doyouthinkthingsinyour
countryofresidencearegoingintherightdirectionorarethey
%Rightdirection
Men 67
Women 64
Expat 78goinginthewrongdirection?
%Rightdirection
Expat 78
National 63
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TECHNOLOGYOWNERSHIP 3
Whi h f th f ll i d h l i f?
Almost4in5ofyouthownamobilephone,and1in4ownawebenabledphone.ManyalsohaveaccesstoeitheraDesktoporLaptopcomputer.
Whichofthefollowingdoyouownorhaveexclusiveuseof?
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TECHNOLOGYHABITS 3
How often do you generally use the Internet?
Nearly3in5saytheyusetheInternetatleastonceaday,withmusicandemailasthemainonlineactivities.
HowoftendoyougenerallyusetheInternet?
Whatdoyoudowhenyou are online?youareonline?
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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
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MEDIACONSUMPTION 4
I i i h t i th t t t d f ?
Inallmarkets,exceptBahrain,TVnewschannelsarethemosttrustedsourceofnews. WebsiteshavethehighestlevelsoftrustinSaudiArabia.
Inyouropinionwhatisthemosttrustedsourceofnews?
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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
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SOCIALMEDIA 4
Socialnetworkingismostfrequentlyusedformaintainingcontactwithfriends,particularlyamongstyouthinEgyptandBahrain.
WhatdoyouuseSocialNetworkingsitesfor?Top6
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BRANDFAVOURABILITY 5 Nokiaappearstobeoneofthemostpopularbrandsintheregion. Butotherregionalbrandshavehighfavourability,notablyEmirates.
Howfavourablewouldyousayyouaretothefollowing
brandsonascaleof0to100?(0beingextremely
unfavourableand100beingextremelyfavourable)
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LEISURETIME 6
What do you like to
TViseasilythemostpopularactivityforyoungpeopleintheregion,followedbygoingtomallsanddiningout. Lessthanafifthadmittospendingleisuretimeexercising/playingsports/goingtothegym.
Whatdoyouliketodoforleisure?
WatchingTV
Men 61
Women 72
Expat 69
National 65
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SPENDING&DEBT 6
Wh t d d ?
Overhalfsaytheyspendtheirmoneyonpersonalitemslikeclothesandmobilecalls,aswellasdiningout.Womenaremorelikelytobespendingmoneyonfashion/accessories.
Whatdoyouspendyourmoneyon?
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SPENDING&DEBT 7
D h l d bt?
MorethanaquarterofArabyouthclaimtobeindebt,andmorethanhalfofyouthinSaudiArabiaadmittohavingdebt;creditcardsarethemainculprits.
Doyouhaveanypersonaldebt?Whatkindofdebt
doyouhave?
Credit
cards
Student
loans
Personal
bankloan
Smallbusiness
loanMortgage Autoloan Don'tknow
AmongAll 40 8 25 4 1 21 2
32 15 38 9 0 6 0UAE 32 15 38 9 0 6 0
Qatar 28 8 11 0 0 53 0
Oman 23 0 31 11 0 25 11
Egypt 25 8 8 8 0 50 0
Kuwait 33 7 22 2 0 31 4
Bahrain 45 5 27 0 0 23 0
Lebanon 16 9 27 9 2 38 0
KSA 66 5 23 0 0 6 0
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Jordan 13 40 20 0 27 0 0
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TRAVELHABITS 8 Withintheregion,theGCCandLevantarethemostpopulartraveldestinations.Europeisthemostpopular
outsidetheregion,particularlyforthosefromLebanonandEgypt.
CanadaEurope
Turkey2
Levant(Iraq,Jordan,Lebanon,
Palestine,Syria)NorthAfrica
FarEast
USA
3
GCC(Bahrain,Qatar,Kuwait,
Oman,KSA,UAE)
y )
1
Whichofthefollowingcountriesorregionswouldyoubeinterestedintravellingtointhefuture?Top9
MalaysiaRankingamongall
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AIRLINEPREFERENCE 8 Arabyouthstronglypreferflyingtheirnationalairlines,withEmiratesenjoyinghighfavourability
acrosstheregion.
TheTop10airlinesforArabyouthareallMiddleEasterncarriers.
Q73.Whatairlinedoyouprefertotravelon? Base UAE Qatar Oman Egypt Kuwait Bahrain Lebanon KSA Jordan
Emirates 23 52 18 14 18 28 28 8 19 4
SaudiAirlines 18 1 0 1 24 6 21 15 73 1
GulfAir 15 5 36 23 5 11 59 1 9 6
QatarAirways 12 3 78 17 0 6 14 4 1 0
EgyptAir 11 4 3 0 68 6 4 3 4 2
AirArabia 11 11 13 7 17 4 16 7 19 5
RoyalJordanian 10 1 2 0 1 1 4 2 12 71
KuwaitAir 8 1 0 7 1 65 8 0 1 1
JazeeraAirways 5 0 11 1 1 31 5 0 3 0
FlyDubai 4 3 2 3 2 4 1 8 13 1
BahrainAir 4 0 6 0 1 0 31 1 2 1
BritishAirways 4 4 5 1 2 7 10 4 4 0
Etihad 4 22 2 9 0 0 1 0 0 0
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INTERNATIONALOUTLOOK 8
How favourable are you to the following countries?
ArabyouthareincreasinglylookingEastinresponsetotheshiftingglobaleconomy. Overall,France,ChinaandGermanyhavesimilarlevelsoffavourability.
Howfavourableareyoutothefollowingcountries?%Veryfavourable
France China
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France China
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NATIONALALLIES 9
Wh ld i t bi t ll ?
Ratherthantotheinternationalcommunity,Arabyouthlookwithintheregionfornationalsupport. Butsomeyouth,especiallyintheGulf,seetheUnitedStatesplayinganimportantsupportiverole.
Whowouldyousayisyourcountrysbiggestally?
Qatar KSAKuwait Jordan LebanonUAE EgyptBahrain Oman
USA
43%KSA
55%KSA
37%USA
67%UAE
52%KSA
60%KSA
54%USA
61%UAE
44%1
Qatar
42%Jordan
35%FR
32%2KSA
46%KSA
31%UAE
39%UAE
27%UAE
53%Egypt
52%
3USA
20%
USA
21%UAE40%
KSA
34%
KSA
25% UAE46%
Bahrain
29%Bahrain
35%LebanonKuwait
26% Qatar
25
25% 21%
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GLOBALCITIZENSHIP 9
H i t t i th id f l b l iti hi
Theideaofglobalcitizenshipisimportanttoalmost7in10youngpeople,withhighestscoresforthoselivingintheUAE.
Amongall9markets
Howimportantistheideaofglobalcitizenshipthesharedfeelingofidentityregardlessofethnic,
religiousornationalbackground toyou?
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FUTURECAREERS 10 YouthintheMiddleEastareevenlysplitontheirpreferencetoworkinthegovernmentorprivatesector. ButyouthintheGulfappearstillstronglyattachedtoacareeringovernment,especiallyinBahrain,Kuwait
andtheUAE.
1%
WouldyouprefertoworkfortheGovernmentortheprivatesector?
AmongAll9markets
46%
10%
43%
GovernmentPrivatesectorNopreferenceDon'tknow
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SecondAnnualASDAABursonMarsteller
ArabYouthSurvey
March7,2010March7,2010March7,2010March7,2010