A Survey of Internet Use and Online Advertising Consumption and Effectiveness in Saudi Arabia and the UAE

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1 A Survey of Internet Use and Online Advertising Consumption and Effectiveness in Saudi Arabia and the UAE A Multi Client Project of Arab Advisors Group April 2009 Analyst: Noura Abdulhadi Arab Advisors Group A member of the Arab Jordan Investment Bank Group PO Box 2374 Amman Jordan Tel Fax This report has been delivered to Client to be used exclusively by its employees.

2 Copyright notice: Copyright 2009 by Arab Advisors Group. All rights reserved. No material contained in this report may be reproduced in whole or in part without the prior written permission of the publisher. Any unauthorized use, disclosure, copying, selling, distribution or in any way transfer of any direct or indirect information from this report which is the property of Arab Advisors Group, removing, erasing or hiding from view any copyright, trademark, confidentiality notice, mark or legend appearing on Arab Advisors Group products or any form of output is strictly prohibited, and will be under legal responsibility. The information contained in this report has been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can be guaranteed. Opinions expressed are based on our interpretation of the available information, and are subject to change. Feedback: Our clients satisfaction is of our utmost concern. We welcome all feedback regarding our research and products. Please send us your notes on this report, what you found useful in it and future research directions that would help you in your business. Send feedback s to:

3 Table of contents Section I: Introduction and survey background...1 Section II: Survey results and analysis...2 General information on respondents and their households...2 Reported economic and social profile of respondents...24 Media consumption habit 27 Online use habits and trends...28 Internet usage...28 Online activities...42 Online shopping use...53 Browsing patterns and preferences...63 Chatting websites and/or software used...69 Internet search use patterns and preferences...71 Frequency of reading blogs...75 Membership in forums...77 Online marketing...84 Awareness of the different online marketing tools...84 Advertising s...86 Advertising banners...91 Perception of online advertising...91 Online security 101

4 List of exhibits Exhibit 1: Country of residence... 2 Exhibit 2: Gender... 3 Exhibit 3: Gender by country... 3 Exhibit 4: Age... 4 Exhibit 5: Age by country... 5 Exhibit 6: Age by gender... 5 Exhibit 7: City in Saudi Arabia... 6 Exhibit 8: Emirate in the UAE... 7 Exhibit 9: Nationality... 8 Exhibit 10: Nationality by country Exhibit 11: Education Exhibit 12: Education by country Exhibit 13: Occupation Exhibit 14: Occupation by country Exhibit 15: Profession Exhibit 16: Profession by country Exhibit 17: Marital status Exhibit 18: Marital status by country Exhibit 19: Household size (just family members including respondent) Exhibit 20: Household size (just family members including respondent) by country Exhibit 21: Household size (just family members including respondent) statistics 17 Exhibit 22: Number of children living in the same house Exhibit 23: Age of children living in the same house Exhibit 24: Monthly personal income of respondents living in Saudi Arabia (in SR) (including all sources such as work, parents etc) Exhibit 25: Household monthly income of respondents living in Saudi Arabia (in SR) Exhibit 26: Monthly personal income of respondents living in the UAE (in AED) (including all sources such as work, parents etc) Exhibit 27: Household monthly income of respondents living in the UAE (in AED)..23 Exhibit 28: Whether the following applies on the respondents Exhibit 29: Electric devices available at the respondents' house Exhibit 30: Electric devices available at the respondents' house by country Exhibit 31: Frequency of doing the following offline activities Exhibit 32: The main source for doing the following activities Exhibit 33: Whether respondents have Internet connection at their house Exhibit 34: Whether respondents have Internet connection at their house by country Exhibit 35: Type of Internet connection at home for respondents who live in Saudi Arabia Exhibit 36: Type of Internet connection at home for respondents who live in the UAE Exhibit 37: Location of Internet usage... 31

5 Exhibit 38: Location of Internet usage by country Exhibit 39: Location of Internet usage by gender Exhibit 40: Location of Internet usage by age Exhibit 41: Duration of Internet usage for respondents who do not use the Internet in the workplace Exhibit 42: Duration of Internet usage for respondents who do not use the Internet in the workplace by country Exhibit 43: Duration of Internet usage for respondents who do not use the Internet in the workplace by gender Exhibit 44: Duration of Internet usage for respondents who do not use the Internet in the workplace by age Exhibit 45: Duration of daily Internet usage during working hours Exhibit 46: Duration of daily Internet usage during working hours by country Exhibit 47: Duration of daily Internet usage outside working hours.38 Exhibit 48: Duration of daily Internet usage outside working hours by country 39 Exhibit 49: Preferred time to browse the Internet for entertainment and/or personal issues 40 Exhibit 50: Preferred time to browse the Internet for entertainment and/or personal issues by country Exhibit 51: Preferred time to browse the Internet for entertainment and/or personal issues by gender Exhibit 52: Preferred time to browse the Internet for entertainment and/or personal issues by age Exhibit 53: Frequency of doing the following online activities Exhibit 54: Listen to the radio broadcast vs. listen to the radio online Exhibit 55: Watch TV broadcast vs. watch TV online Exhibit 56: Read daily print newspapers vs. read daily newspapers online Exhibit 57: Watch DVDs or videos vs. watch or download videos on the Internet 46 Exhibit 58: The preferred language for reading, writing and listening while browsing the Internet Exhibit 59: The preferred language for reading, writing and listening while browsing the Internet by country Exhibit 60: The last time respondents bought products or services online 49 Exhibit 61: The last time respondents bought products or services online by country Exhibit 62: The last time respondents bought products or services online by gender Exhibit 63: The last time respondents bought products or services online by age 50 Exhibit 64: The last time respondents bought products or services online by education Exhibit 65: The last time respondents bought products or services online by monthly personal income of respondents living in Saudi Arabia (in SR) Exhibit 66: The last time respondents bought products or services online by monthly personal income of respondents living in the UAE (in AED) Exhibit 67: Number of accounts used (including work ) Exhibit 68: Number of accounts used (including work ) by country 53

6 Exhibit 69: Number of accounts used (including work ) by age Exhibit 70: account provider Exhibit 71: account provider by country Exhibit 72: account provider by age Exhibit 73: Frequency of checking main personal account Exhibit 74: Frequency of checking main personal account by age.58 Exhibit 75: Number of new s found in the Inbox mail folder while checking main personal account Exhibit 76: Action concerning Spam/Junk mail folder while checking main personal account Exhibit 77: Number of forward s found while checking main personal account Exhibit 78: Whether respondents re-forward the forward s they get Exhibit 79: Type of websites/portals respondents frequently browse Exhibit 80: Type of websites/portals respondents frequently browse by country. 65 Exhibit 81: Type of websites/portals respondents frequently browse by gender 66 Exhibit 82: Type of websites/portals respondents frequently browse by age Exhibit 83: Type of websites/portals respondents frequently browse by education Exhibit 84: Chatting websites and/or software used Exhibit 85: Chatting websites and/or software used by country Exhibit 86: Chatting websites and/or software used by age Exhibit 87: Methods of searching for information on the Internet Exhibit 88: Methods of searching for information on the Internet by country Exhibit 89: Methods of searching for information on the Internet by age Exhibit 90: Search engines used Exhibit 91: Search engines used by country Exhibit 92: Frequency of reading blogs Exhibit 93: Frequency of reading blogs by country Exhibit 94: Frequency of reading blogs by gender Exhibit 95: Frequency of reading blogs by age Exhibit 96: Membership in a forum Exhibit 97: Membership in a forum by country Exhibit 98: Membership in a forum by gender Exhibit 99: Membership in a forum by age Exhibit 100: Number of forums respondents has membership in Exhibit 101: Number of forums respondents has membership in by country Exhibit 102: Type of forums respondents has membership in Exhibit 103: Type of forums respondents has membership in by country Exhibit 104: Type of forums respondents has membership in by gender.82 Exhibit 105: Type of forums respondents has membership in by age 83 Exhibit 106: Awareness of the different online marketing tools Exhibit 107: Awareness of the different online marketing tools by country Exhibit 108: Awareness of the different online marketing tools by gender 85 Exhibit 109: Awareness of the different online marketing tools by age 85

7 Exhibit 110: Whether respondents receive advertising s in their main personal account Exhibit 111: The mail folder respondents receive advertising s in Exhibit 112: Number of advertising s found in the Inbox mail folder while checking main personal account Exhibit 113: Percentage of the advertising s that respondents open to the total advertising s that they receive Exhibit 114: Action concerning advertising s that respondents receive in the Inbox mail folder Exhibit 115: Action concerning advertising banners on websites Exhibit 116: Most attractive location for a banner on a website Exhibit 117: Motivation to open an ad or click on a banner Exhibit 118: Motivation to open an ad or click on a banner by country 94 Exhibit 119: Motivation to open an ad or click on a banner by gender Exhibit 120: Motivation to open an ad or click a banner by age Exhibit 121: Motivation to open an ad or click a banner by education 96 Exhibit 122: Factors affecting the level of credibility of online ads Exhibit 123: Factors affecting the level of credibility of online ads by country Exhibit 124: Factors affecting the level of credibility of online ads by gender Exhibit 125: Factors affecting the level of credibility of online ads by age 99 Exhibit 126: Factors affecting the level of credibility of online ads by education 99 Exhibit 127: Opinions regarding online advertising in relative to offline advertising Exhibit 128: Whether respondents do the following Exhibit 129: Whether respondents agree with the following

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