Foreword. Dear Marketing Pro.; Welcome to the 7 th annual edition of our report:

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2 Foreword Dear Marketing Pro.; Welcome to the 7 th annual edition of our report: Since 2010, emarketing Egypt has set out on a journey to fully discover the digital sphere in Egypt. It was a real inspiration for us to explore all avenues and to conduct a set of consecutive studies and reports that gained momentum and overwhelming importance throughout the recent years; specially the years following We hope you enjoy the 2016 edition of our annual report; and we look forward to hear your opinions and feedback at #DMIEgypt2016. Managing Director emarketing Egypt 2

3 Acknowledgment We wish to express our gratitude to Mr. Ossama El-Badawy for his invaluable effort as the lead author of this report. Our sincere thanks are dedicated to the team members and research consultants of emarketing Egypt for the permanent hard work and patience to lead this work into existence. We gratefully acknowledge our deep indebtedness to all our sponsors and partners. The outstanding data collection behind this research would have not been possible without their remarkable cooperation and support. emarketing Egypt 3

4 Table of Contents CONTENTS PAGE Executive Summary 9 Methodological Notes 19 SECTION I: DIGITAL TRENDS 26 Internet Users in Egypt 27 Size, Penetration & Trend 27 Facebook Users in Egypt 28 Size, Penetration 28 Trend Selected Comparisons 31 Global Facebook Users 31 Global Facebook Penetration Regional Facebook Users 33 Regional Facebook Penetration 4

5 Table of Contents CONTENTS PAGE SECTION II: USERS PROFILE 35 Users Profile: Gender & Age Groups 39 Users by Age: Details Relationship Status Devices Used 42 Gender Comparisons Male VS. Female: Age Groups Male VS. Female: Users by Age Male VS. Female: Relationship Status Top Pages in Selected Categories: Fans Profile 47 Details Top Pages in Selected Categories: Comparative View 5

6 Table of Contents CONTENTS PAGE SECTION III: USAGE INSIGHTS 57 The Internet for life 60 General Attitudes 61 Concluding Remark: I can t Live Without the Internet Online Activities The Always Connected Consumers: Devices Used Facebook Usage Insights Facebook: Rates of Usage Purposes to Use Facebook. Facebook Activities. Interaction with Facebook Pages Reasons to Like Factors Driving Engagement Unlikes 6

7 Table of Contents CONTENTS SECTION IV: INTERACTION TO ONLINE ADS; THE GENERAL VIEW Interest in Online Ads The First Filter: Not Interested Users General Attitudes Towards Online Ads PAGE 107 General Attitudes Concluding Remark: The Positivity-Negativity Funnel Trust Patterns: 121 Trust VS. Channels 122 Trust VS. Categories 123 Specific Insight: Response to Facebook Ads Actions Undertaken 7

8 Table of Contents CONTENTS PAGE SECTION IV: INTERACTION TO ONLINE ADS; SELECTED FOCUS 138 Totally Trusted Map 140 Totally Trusted Sectors; Top 4 Demographic Segmentation Behavioral Segmentation Cross Trust Patterns Reaction to Facebook Ads Actions Undertaken Totally Trusted Channels; Top 4 Demographic Segmentation Behavioral Segmentation Cross Trust Patterns Reaction to Facebook Ads Actions Undertaken 8

9 19 Methodological Notes

10 Methodological Notes Methodological Notes: Research Methodology The research was conducted through a hybrid methodology combining both secondary and primary techniques. For the secondary data, the main data source was in addition to a set of international and national websites as will be mentioned in context. For the primary data, users responses were collected through an online survey as detailed in the next pages. The collected data were then blended with the practical experiences banked within the heads of emarketing Egypt consulting team and research team members, and then analyzed using advanced statistical techniques. Finally, findings were compiled and organized in an easy to read format and results were delivered throughout this report. 20

11 Methodological Notes Methodological Notes: Sampling, The survey was partially filled by more than 20,200 users. However, inline with considerations of completeness and matching the entire population composition; the final sample size was 3,273 and it was structured inline with the total internet and Facebook users structure (in terms of gender & age as shown in next pages). This sample size and structure assures representation of the online users in Egypt with 99% confidence level and + / margin of error. Users survey was conducted during the period from to

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13 Digital Trends Internet in Egypt Internet User: Size, Penetration and Trend It can be safely estimated that there are more than 50 million internet users in Egypt; this means about 55% penetration rate to the population in Egypt. Internet Users in Egypt (in million) The Internet Users in Egypt % 55% 59% 45% 100% 90% 80% 70% 60% 50% 40% Digital Trends 30% % of Population 20% 10% 0% emarketing Egypt estimates based on the following sources: 1) Ministry of Communications and Information Technology, ICT Indicators Brief; December 2014, Published on February <accessed on 29, 10, 2016>. 2) Northwestern University in Qatar, MEDIA USE IN THE MIDDLE EAST, <accessed on 29, 10, 2016>. 27

14 Digital Trends Facebook in Egypt Facebook Users: Size 33 Million Users Source: Facebook, As of 30, Oct

15 Digital Trends Facebook in Egypt Facebook Users: Penetration as % of total population Facebook Users: 36% Digital Trends Sources: Facebook, CAPMAS, Oct

16 Digital Trends Selected Comparisons Global Facebook Users Facebook global monthly active users (MAUs) recorded 1.78 billion users with the end of the 3 rd quarter, 2016 (Facebook quarterly results release, 02/11/ 2016). USA leads the Global Facebook users with about 200 Million users hat are representing about 11.7% of the global Facebook users Egypt is ranked the 12 th among the world countries it terms of the number of Facebook users. Global Leaders; In terms of the number of Facebook users 11.7% 9.4% 6.7% 5.4% USA India Brazil 4.1% 62.7% Indonesia Mexico Others Source: Facebook, Oct Digital Trends 31

17 Digital Trends Selected Comparisons Regional Facebook Users Egypt leads among the Arab countries with its 33 million Facebook users that are representing about 26.4% of Facebook users in the Arab world (125 million users). However, in terms of penetration Qatar leads (as shown in next page) while Egypt comes at the 12 th place among the 20 Arabian countries. Regional Leaders In terms of the number of Facebook users 28.8% 26.4% 12.8% Egypt Algeria Iraq 11.2% 11.2% 9.6% Digital Trends Saudi Arabia Morocco Others Source: Facebook, Oct

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19 Users Profile Facebook in Egypt Users Profile Gender Age Groups 9% 14% 13% % 35% 30% % Source: Facebook. Notes: - Percent among the Facebook users in Egypt. - This is the standard Facebook age grouping; and it will be used throughout this report. 39

20 Users Profile Facebook in Egypt Users Profile: Devices Used 29,000,000Users; or 88% of Facebook users are accessing from mobile Samsung leads in terms of devices used to access Facebook 88% 62% 12% Samsung Huawei Users Profile Apple HTC Others 5% 6% 15% Source: Facebook. 42

21 Users Profile Facebook in Egypt Top Pages per Selected Categories Category Page Fans Public Figure Mostafa Hosny 26.8 M Celebrity TV & Media Tamer Hosny مصر MBC 18.5 M 17.8 M Sarcasm News Sports Business Asa7be Alahly Vodafone اليوم السابع 13.4 M 12.4 M 10.5 M 9.8 M Organizations M 47

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23 Usage Insights Usage Insights Usage Insights 60

24 Usage Insights Usage Insights: General Attitudes Internet users benefited the most form the internet for socializing and for learning 0% 20% 40% 60% 80% 100% Better social activity and networking 84% 11% 6% More learning opportunities and resources 79% 14% 7% Wider variety of goods and services to choose from 75% 16% 8% Better choice from the available goods and services 71% 21% 8% Getting the needed support in personal emergencies 64% 25% 11% More interaction with the community and civic organizations 51% 35% 14% More interaction with the business organizations 51% 35% 14% More interaction with the governmental organizations and agencies 49% 32% Agree Not Sure Disagree 19% 61

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26 Interaction to Online Ads; The General View Trust Vs. Online Ads Formats /Channels Ads displayed via Social channels are the most trusted Social media advertising (e.g. Facebook Displayed in search results Mobile SMS Online video (in-video advertising) Mobile (applications) advertising Display and banner advertising 33% 58% 9% 29% 58% 13% 21% 48% 30% 20% 55% 25% 20% 50% 30% 20% 52% 28% 14% 53% 34% 0% 20% 40% 60% 80% 100% Totally trusted Somehow trusted Never trusted Interaction to Online Ads; The General View 122

27 Interaction to Online Ads; The General View Trust Vs. Sectors Ads from technology sector are the most trusted Technology Communication Events & Entertainment Home Appliances Home Furniture & Home Proucts Tourism & Travel Retail & Shopping Food and Beverages Jobs & Training Automotive & Related Media Housing & Real Estate Business & Professional Services Cosmetics & Pharmaceuticals Financial Services 52% 46% 38% 36% 34% 30% 28% 28% 27% 27% 24% 23% 23% 22% 19% 39% 44% 47% 53% 51% 50% 52% 50% 48% 50% 51% 48% 53% 46% 47% 8% 10% 15% 12% 15% 20% 19% 23% 25% 23% 25% 28% 24% 32% 35% 0% 20% 40% 60% 80% 100% Totally trusted Somehow trusted Never trusted 123

28 Interaction to Online Ads; The General View Actions Once interesting, and trusted the INITIAL responses to Ads would be Search or Click I searched for the product / brand using a search engine I clicked on the Ad itself I investigated the product / brand through online communities and discussions 36% 40% 44% I just ignored the Ad I typed the company website address into the browser and visited I shared to my online contacts & networks 18% 24% 23% Note: Multiple options allowed 134

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30 Interaction to Online Ads; Selected Focus The Totally Trusted Mapping 140

31 Further Details Are Ahead Upon Your Needs Sectors: Order The Full Version Get The Following Details & More Technology Communication. Events & Entertainment. Home Appliances. Home Furniture & Home Products. Retail & Shopping. Food and Beverages. Jobs & Training. Automotive & Related. Media. Business & Professional Services. Cosmetics & Pharmaceuticals. Financial Services. Tourism & Travel. Housing & Real Estate. Channels: Social media Ads. Search Ads. Display and Banner Ads. Insights: Mobile SMS Online video Ads. Mobile Ads. (in applications). advertising. Demographic Segmentation. Behavioral segmentation. Cross trust patterns (e.g. channels trusted among users who totally trust the Ads by each sector). Actions undertaken by users who totally trust certain sector / channel. Reaction to Facebook Ads. For more information: info@emarketing-egypt.com

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