arab youth survey 2010

SecondAnnualASDAABursonMarsteller

ArabYouthSurvey

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

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).

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

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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?