Cairo Cristal Academy - Amr Kais, Ipsos Egypt

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<p> 1. Egyptian Media &amp; The Digital Era June 2015 2. 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. 3. 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 PopulationQ: Which of the following media you will use less in the near future (2-5 years)? .and decline in future consumption 4. Traditional Media is heading ONLINE 5. 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 201320132013 20% 14% 4% 201420142014 6. 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. 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? 8. 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? 9. 98% stream videos online Content Q: What Type of streamed videos that you usually watch online? Base: Among Internet Users Consumption/penetration 10. 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 &amp; 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 11. Base: Among Internet usersQ: Which of the following do you download online? Downloads.. 12. The Mobile ERA 13. 100% Penetration Base: Among Total Population* Multiple devices excluded 14. 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.. 15. 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 16. Surf the InternetSocial Networks Chat 42% Emails Send/Receive Videos &amp; 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.. 17. Internet &amp; Social Media 18. Base: Among Total Population 26% 2012 44% 2013 45% 2014 Internet population reached 10.3 Million vs 5.5 Million in 2012 19. 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% 20. 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 21. 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 22. Base: Among Social Network UsersQ:Can you please tell me on which devices do you access these social networks? 84% 17% 17% 23. 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 24. Traditional Media is going online Social Media &amp; 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 &amp; 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 25. ACROSS PLATFORMS AUDIENCE WatchRead Listen Print RadioTelevision Conventional Media required conventional solutions Yesterdays givens.. 26. ACROSS PLATFORMS AUDIENCE Watch Create Share DiscussRead Listen Print Outdoor RadioCinema TelevisionPC TabletMobile Media Content &amp; Technology measurement Todays MUST haves. 27. The Changing Landscape of Media Measurement 28. 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 29. .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 30. 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 31. 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 6REASONS For Passive Media Measurement 33 32. Ipsos MediaCT 2015 Thank you The internet has become the town square for the global village of tomorrow. -Bill Gates All rights reserved. This document or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the author. </p>