Egyptian Media
& The Digital Era
June 2015
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.…
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 Population Q: Which of the following media you will use less in the near future (2-5 years)?
……….and decline in future consumption
Traditional Media
is heading
ONLINE
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 2013 2013 2013
20%
14%
4%
2014 2014 2014
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% 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?
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?
98% stream videos
online
Content
Q: What Type of streamed videos that you usually watch online? Base: Among Internet Users
Co
nsu
mp
tio
n/p
enet
rati
on
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 & 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
Base: Among Internet users Q: Which of the following do you download online?
Downloads……..
The Mobile ERA
100% Penetration
Base: Among Total Population * Multiple devices excluded
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..
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
Surf the Internet Social Networks Chat
42%
Emails
Send/Receive Videos & 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…………………..
Internet & Social Media
Base: Among Total Population
26% 2012
44% 2013
45% 2014
Internet population reached
10.3 Million vs 5.5 Million in
2012
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%
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
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+
Q: Can you please tell me the names of these social networks you are using?
Twitter Google Plus
Base: Among Social Network Users Q:Can you please tell me on which devices do you access these social networks?
84%
17%
17%
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
Traditional Media is going online
Social Media & 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 & 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
ACROSS PLATFORMS
AUDIENCE
Watch Read Listen
Print Radio Television
Conventional Media required conventional solutions
Yesterday’s givens..
ACROSS PLATFORMS
AUDIENCE
Watch Create Share Discuss Read Listen
Print Outdoor Radio Cinema Television PC
Tablet Mobile
Media Content & Technology measurement
Today’s MUST haves….
The Changing Landscape
of Media Measurement
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………………
….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
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”
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 6 REASONS For Passive Media Measurement……
33
© Ipsos MediaCT 2015
Thank you
The internet has become
the town square for the
global village of tomorrow.
-Bill Gates
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