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YT Audience Measurement

Egypt

Agenda
•  Methodology •  Purchase behaviour •  Research behaviour •  Ad contact & search engine usage •  Summary •  General information on audience

Source: Google, YT Audience Measurement , Egypt: May 2012 |

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nationality and cities were kept in order to ensure adequate representation of all demographics. YT Audience Measurement . 15 years and older •  Sample to be achieved: N=600 Sample Achieved: 615 •  Methodology: F2F Approach in all major cities of Egypt Quotas on age.Methodology – YouTube audience measurement •  Target group: YouTube users in Egypt . Egypt: May 2012 | 3 . •  Period of analysis: §  Fieldwork: from December 15th to December 30th §  Final Report: January 2012 •  Research company: TNS Africa & Middle East (Dubai) Source: Google.

Online video sites in Egypt .

YT Audience Measurement . Egypt: May 2012 | 5 . Q7. What is your general opinion about YouTube online video platform? Base: All Respondents (615) Source: Google.Frequency of Use & Opinion 44% of Egypt’s internet users are using YouTube on a daily basis and 97% of them have a positive opinion about it. Opinion about YouTube Frequency of Use Several times a day Once a week Almost once a day Several times a month Several times a week Once a month Excellent opinion Fair opinion Very good opinion Good opinion Q6: Please take a look at this card and tell me how often you use YouTube online video platform.

YT Audience Measurement . Base: All Respondents (615) Source: Google. YouTube performs well.Functionality of YouTube In terms of functionality. Majority of users agree that YouTube has quality content and adequate video size and duration. Egypt: May 2012 | 6 .Agree strongly Q8: Please look at this card and tell me to what extent do you agree or disagree with the following statements describing YouTube. 0% Offers quality content Has a limit on video size Has a short limit on video duration Does not protect from virus The loading time of the videos is too long Features lots of advertisements Does not protect copyrights (copyright violation) Has lots of offensive content Does not allow downloading videos (i.Agree .e. must watch online) Doesn’t have enough Arabic videos 20% 40% 60% 80% 100% Agree (strongly) Top-2: . Please evaluate each of the following statements on a scale from 5 – strongly agree to 1 –strongly disagree.

Attitude towards YouTube More than 70% of users consider YouTube a favorite pastime activity and agree that it has the best video library. Base: All Respondents (615) Source: Google.Agree strongly Is the best video library Encourages me Connects me to people Free from authority Gives me an audience Q8: Please look at this card and tell me to what extent do you agree or disagree with the following statements describing YouTube. 0% Helps me pass my time 20% 40% 60% 80% 100% Agree (strongly) Top-2: .Agree . YT Audience Measurement . Please evaluate each of the following statements on a scale from 5 – strongly agree to 1 –strongly disagree. Egypt: May 2012 | 7 .

Perceptions towards YouTube – Summary Table Is entertaining Is modern Is up-to-date Is comprehensive Is global Helps me pass my time Is inspiring Is creative Is fresh Is democratic Is the best video library Is social Is spontaneous Offers quality content Is informative Is authentic Encourages me Is a trusted brand Is honest / credible Connects me to people Free from authority Gives me an audience Is curious Has a limit on video size Has a short limit on video duration Does not protect from virus The loading time of the videos is too long Features lots of advertisements Does not protect copyrights (copyright violation) Has lots of offensive content Does not allow downloading videos Doesn’t have enough Arabic videos YouTube Users 93 91 90 90 87 87 87 86 86 86 84 83 82 81 80 80 80 79 77 72 66 64 60 56 55 52 50 50 49 40 37 36 YT Heavy Users 94 91 89 91 88 88 86 86 86 86 85 81 81 80 80 80 78 78 77 72 65 62 61 57 57 54 49 49 49 39 37 38 All numbers in % YT Medium Users 92 90 91 88 87 88 89 88 87 86 81 87 82 84 79 81 84 81 77 74 71 71 58 55 47 47 54 51 47 42 37 34 YT Light Users* 73 100 91 91 82 64 82 91 82 100 73 82 82 73 82 82 82 82 82 55 46 27 64 46 73 46 36 64 73 55 27 36 * Low base read with caution Source: Google. YT Audience Measurement . Egypt: May 2012 | 8 .

. video size.... Understanding the Platform Usage & Opinion Imagery Universal perceptions on being entertaining & Modern. Egypt: May 2012 | .) 93% use YouTube at least once per week & 81% have an excellent Opinion about YouTube As a Search Platform Second only to Google in terms of first choice website for product information Most considered website for entertainment information also the first choice for over 50% of users *Used several times a day. 9 Source: Google. loading time etc.The Story Thus Far. once a day or several times a week. Very strong platform in terms of functionality (content. YT Audience Measurement .

Who are the users? .

YT Audience Measurement . Egypt: May 2012 | 11 .Who are the YouTube users? 41% of YouTube users are women 59% of YouTube users are men 35 is the average age of a YouTube user 67% of YouTube users have a university degree Majority of YouTube users have a monthly personal income between EGP 2000 – EGP 5000 70% of YouTube users are Heavy users 28% of YouTube users are Medium users 2% of YouTube users are Low users (Once a month or less) 28% of YouTube users access the internet via a smartphone (19% of these access YouTube via their smartphones) Source: Google.

Light users n=170. Low users n=11* Source: Google. Egypt: May 2012 | 12 .436 EGP 64% 27% Base : All Respondents (615). Heavy users n=434. YT Audience Measurement .455 EGP 67% 28% 63% m / 37% f 33 years 2.Differences between YouTube usage levels YouTube users Heavy users Gender Age Ø Income Ø University Degree Mobile phone online access 59% m / 41% f 35 years 2.

YT Audience Measurement . Searching for information. Light users n=170. Egypt: May 2012 | 13 .Usage of online activities . write and run an own blog add own videos to blogs or online forums create videos and upload these online Heavy users 98% 83% 82% 81% 61% 45% 38% 40% 27% 29% 18% 92% 81% 76% 74% 53% 39% 34% 33% 24% 24% 14% Q4: Please take a look at this card and tell me how often you do the following activities on the internet? Base : All Respondents (615). Low users n=11* Source: Google.at least once a week YouTube users are quite active digitally speaking. YouTube users watch videos online use a search engine to look for information check on your personal email use social networks upload other content online e.g. checking emails. being on Social Network sites are key activities done online over and above watching videos. Heavy users n=434. photos read in blogs or online forums play games online send videos to friends /colleagues/family create.

YT Audience Measurement . Heavy users n=434 Q13: Are you registered on YouTube? By register I mean having a private account with which you personally upload/share videos with others. Base: Base: All respondents Source: Google.Registration on YouTube Majority of users are not registered on YouTube. Egypt: May 2012 | 14 14 . Users Heavy users Base : All Respondents (615).

What do they do on ? .

Motivation for YouTube usage – Top 10 Being up to date and enjoying music (listening. 44% 9. watching music video clips) are major reasons for using the YouTube. YT Audience Measurement . 83% 6. 30% To see home made videos 3. Egypt: May 2012 | 16 . 36% 10. 47% To watch music video clips To see professional made videos To relax 8. 51% To listen to music 7. 5% To find out how to do something users 5. 10% To look for product information 4. Base : All Respondents (615) Source: Google. To be up-todate 1. 4% To watch TV commercials Q14: What are your main reasons for using YouTube? Please select all answers which are applicable. 32% To look for new movie trailers 2.

Used categories on YouTube – Top 10 “Most viewed” & “News” are the most popular video categories on YouTube – on average 4 categories are used per user 1. Egypt: May 2012 | 17 . 21% Sports 2. Base : All Respondents (615) Source: Google. YT Audience Measurement . 18% Film & animation users 5. 39% Comedy 10. 19% Education 4. 49% 8. 48% Music 9. 53% News & politics Top favourite 7. 19% Entertainment On average 4 categories are used 3. 59% Most viewed 6. 13% Recommended for you Q15: Please take a look at this card and tell me which of the following categories do you use on YouTube? Please select all applicable answers.

17% create playlists and 15% write textual comments The remaining 5% upload videos. & report videos of others as inappropriate Q16: Please look at this card and tell me which of the following features did you use on YouTube in the past 6 months? Please select all applicable answers.Used features on YouTube – Top 10 Aside from watching videos. write textual comments. YT Audience Measurement . 55% of users also actively upload videos. block videos. Egypt: May 2012 | 18 . Base : All Respondents (615) Source: Google.

Low users n=11* Source: Google. * * Low base read with caution Q16: Please look at this card and tell me which of the following features did you use on YouTube in the past 6 months? Please select all applicable answers. heavy users are also the most interactive on the site. YT Audience Measurement .Used features on YouTube – Top 10 (by usage frequency) By definition. Egypt: May 2012 | 19 . Base : All Respondents (615). Light users n=170. Heavy users n=434.

colleagues. family users social networks 28% other websites 27% search engine results 8% e-mail newsletters 6% other media 4% 2% advertising blogs Q17: Please look at this card and tell me how do you usually get to know about videos on YouTube? Please select all applicable answers. YT Audience Measurement . How do you usually get to know about videos on YouTube? 90% 56% 31% surfing on YouTube recommendations from friends. Egypt: May 2012 | 20 .Information channel On-site surfing and Word-of-Mouth are the main sources for discovering new videos on YouTube – social networks and other websites (search engines in particular) contribute as well. Base: All Respondents (615) Source: Google.

Egypt: May 2012 | 21 . Do you use YouTube mobile with your Smartphone? Base: Smartphone users (172) N O Source: Google. but I’m planning to do so Currently no I’m not and I’m not planning to do so at all Q26. both YouTube application as well as browsing YE S Currently No. I am using a YouTube application Yes. However 40% do not access nor intend to access the platform via their smart phones Smartphone Internet Usage All Respondents Do you access YouTube on your Smartphone? Base: Smartphone users Yes. Is the mobile phone you use mainly for private purposes. a so-called ‘Smartphone’ with which you use the mobile internet regularly? Base: All Respondents (615) Q27. YT Audience Measurement .Smartphone and mobile YouTube usage Nearly one third use their mobile for online access – 19% of mobile internet users browse YouTube from their mobile. I am surfing on YouTube mobile by using my browser Yes. I’m not.

Media consumption patterns .

MAGAZINES = 110. Egypt: May 2012 | 23 . 100% usage Ø 5 days / week use Internet for private purposes Ø 21 hours / week 100% usage Ø 7 days / week watch TV Ø 24 hours / week 34% usage Ø 1 days / week listen to radio Ø 5 hours / week 52% usage Ø 3 days / week read newspaper Ø 5 hours / week 100% usage Ø 5 days / week use YouTube Ø 8 hours / week Internet users Watch videos on DVD/Blu-ray 69% usage Ø 1 days / week Ø 7 hours / week read magazines 18% usage Ø 1 days / week Ø 4 hours / week Q18: Now think of a normal 7-day week and estimate how many days you use each of the media listed below? Base: All respondents (615) Q 19: Please think about the time you spent on each media in the past week and estimate how many hours you used the respective media. NEWSPAPERS = 319. INTERNET = 606. the internet and TV are most frequently used. YOUTUBE = 615)) Source: Google.usage frequency & intensity In terms of media consumption. Base: Respondents for chosen media in Q18 ((TV = 612. YT Audience Measurement . RADIO = 207.Weekly media budget . VIDEOS ON DVD = 48.

INTERNET = 606. YOUTUBE = 615)) Source: Google. NEWSPAPERS = 319. Egypt: May 2012 | 24 . RADIO = 207.General media budget per week YouTube users watch TV use Internet for other private purposes listen to radio use watch videos on DVD/Blu-ray read magazines read newspapers Ø 24 hrs Ø 21 hrs Ø 5 hrs Ø 8 hrs Ø 7 hrs Ø 4 hrs Ø 5 hrs Heavy users Ø 24 hrs Ø 23 hrs Ø 5 hrs Ø 10 hrs Ø 8 hrs Ø 4 hrs Ø 5 hrs Q 19: Please think about the time you spent on each media in the past week and estimate how many hours you used the respective media. YT Audience Measurement . VIDEOS ON DVD = 48. Base: Respondents for chosen media in Q18 ((TV = 612. MAGAZINES = 110.

Please look at this card and think of your TV usage in detail. Base: All Respondents (615) Q21. Please fill out the time schedule you usually spend watching TV per week. Please fill out the time schedule you usually spend on YouTube in a week. Egypt: May 2012 | 25 . Peak time 8-11 PM Q20. Base: Those who watch TV (615) Source: Google.Detailed time schedule – TV vs YouTube Not much difference in the viewing patterns of both Media. Please look at this card and think of your YouTube usage in more detail. YT Audience Measurement . 8pm to 11pm is the prime time for using both media.

Who are the YouTube users? 41% of the YouTube users are women 59% of the YouTube users are men 35 years is the average age of a YouTube user 67% of the YouTube users have a university degree Majority of the YouTube users have a monthly personal income between EGP 2000 – EGP 5000 71% of the YouTube users are Heavy users 28% of the YouTube users are Medium users 2% of the YouTube users are Low users (Once a month or less) 28% of the YouTube users access mobile internet via a smartphone 19% of these even access the platform via their smartphones .

. Egypt: May 2012 | 27 . Accesibility of Egyptian YouTube users accessed YouTube through a PC Usage 99% (laptop or desktop).And How do they Interact with the platform How do the users interact with the video platform. YT Audience Measurement . once a day or several times a week. whereas13% through mobile phones of Egypt YouTube users are heavy users* 71% Attitude Familiarity of Egypt YouTube users have an excellent opinion about the site 81% of Egypt YouTube users are absolutely familiar with YouTube 72% *Used several times a day. Source: Google..