Ipsos Synovate. Press release. IPSOS SYNOVATE RELEASE RESULTS OF EMS Africa 2012

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1 Press release Marlies van Oudheusden Nederland Tel July 2012 IPSOS SYNOVATE RELEASE RESULTS OF EMS Africa 2012 Embargo 19 July 2012, 08:00 A.M. CET AMSTERDAM is proud to announce the release of EMS Africa EMS is a series of regional media and marketing surveys which measures the habits of the top income earners. The EMS surveys cover Europe, the Middle East and Africa. EMS Africa 2012, which represents the top 15% of income earners in the region, is the second EMS survey to be conducted in Africa. The first survey was released in EMS Africa 2012 incorporates both Ghana and Uganda for the first time. The economic growth in Africa is set to increase over the next decade, the population is younger and more affluent, they are leapfrogging technology and have enormous untapped resources and a fast growing financial sector. Africa is increasing on the world economic stage and EMS is designed to help advertisers communicate more effectively with these important consumers. Says Nathalie Sodeike, EMS Director. EMS Africa is a city based survey and represents the behaviour of 3.3million of the region s most affluent individuals. Survey Highlights Affluent and educated Financially astute Upwardly mobile Media literate

2 Affluent and educated The middle class affluent continue to grow in Africa, the proportion with a personal income of 80,000+ (equivalent) has risen from 5.9% in 2010 to 7.6% in 2012, with the mean income of respondents rising from 36,321 to 42,006. Survey Profile % of respondents had at least a single degree, including 38% with a second degree or masters, which helps explain why 94% of respondents could understand enough English to read a newspaper or watch television. EMS Africa Middle East Europe 21 Universe 3.3mil 1.9 mil 49 mil Male 66% 85% 57% Mean age 43yrs 40yrs 47yrs 3+ in household 79% 94% 56% 2+ children in household 35% 53% 19% Degree + 72% 84% 53% PI 80,000+ 8% 22% 9% 6+ intl air trips 9% 10% 9% Understand English 94% 84% 75% Citizen of country 91% 76% 98% It will be of no great surprise that soccer is the favourite sport in the region with 60% being interested; athletics, rugby and golf are also popular. Snow skiing is less popular in Africa than in Europe, although there are still 9% who have an active interest in the sport! The African elite are not afraid of indulging in life s little luxuries. Whether it s a designer suit or the latest expensive fragrance, they are a must have in Africa. Luxury items bought in last 12 mths EMS Europe EMS Africa 2012 Fragrance Costing Over 75 27% 48% Holiday Over 1,500 Designer Suit Or Dress Costing Over 1000 Shoes Or Boots Over 500 Jewellery Over 1,500 (Not A Watch) Briefcase Or Handbag Over 500 4% 4% 5% 4% 12% 11% 18% 28% 30%

3 Financially astute While traditional safer methods of investing are popular; investing in banks, pensions etc the C-Suite, Africa s most influential executives, are prepared to be a bit more adventurous with their assets including offshore investments and foreign currencies. C-Suite should be with a hyphen! Also in the chart Investments owned Bank/Building Society Savings Account Insurance & Pension/SIPP Related Investments Property/Real Estate 38% Stocks/Securities/Bonds 35% Unit Trusts/OIEC's/Investment Trusts/Mutual 23% 18% Foreign Currencies 9% 26% Commodity Futures/Options 9% Other Collectibles (Such As Art, Antiques, Gems 8% 18% Offshore Investments 6% 65% 64% 54% 51% 50% 46% C-Suite Africa 0% 10% 20% 30% 40% 50% 60% 70% Upwardly mobile The adoption of internet based personal communication devices has been extensive in Africa, particularly when you compare penetration to Europe. The Blackberry is the most popular with almost double the penetration of the iphone. Tablets (including the ipad) have already reached 36% penetration in Africa, three times higher than in Europe. It is however important to note that the size of the total EMS population is much smaller in Africa 3.3million than in Europe 49million. 80% 60% 40% 20% 0% 73% 66% 59% 65% 55% 51% 9% 33% Mobile Technology Mobile Blackberry iphone Other Smart phone 40% 36% 21% 28% 12% 11% Tablet EMS Africa 2012 EMS Middle East 2012 EMS Europe

4 Media literate The African elite work hard and play hard but they still find plenty of time to consume media. In terms of total time spent consuming media they are slightly heavier consumers of all platforms than their European counterparts but below that of Middle East s elite. The definition of readers includes digital editions (excludes books), and it is interesting to note that the proportion of heavy readers amongst tablet owners in (54%) is higher than average (49%). 60% 50% 40% 30% 20% 10% 0% 41% 46% Heavy User of Internet (8+hrs/wk) Media Consumption 49% 54% Heavy Reader (6+hrs/wk) 38% Africa Tablet owner 35% Heavy TV Viewer (14hrs/wk) International media has a strong following in Africa, particular among the regions Influential Opinion Leaders these are the individuals whose opinions really count they speak at Penetration of International Media Africa Influential EMS Total Opinion leader Universe 3,297, ,000 Int l print AIR 42% 60% All in-flights AIR 24% 38% Int l TV weekly reach 90% 93% Int l TV news/business weekly reach 80% 84% Int l websites weekly reach 31% 42% conferences, give media interviews, set up companies and advise government. Ends. Please find media definitions on next page For further information please contact: Marlies van Oudheusden Tel: [email protected]

5 About Ipsos is the 3 rd largest international market research organization in the world, with a network covering 84 countries. Ipsos offers its clients a worldwide offer in cutting edge research solutions for brands, products and markets. Since the acquisition of Synovate in October the office in the Netherlands has started operating as. is located in Amsterdam and offers full-service research an advice to numerous national and international clients. MEDIA DEFINITIONS International print Al Hayat, Asharq Al-Awsat, Financial Times, International Herald Tribune, USA Today, Wall Street Journal (all editions), The Economist, Jeune Afrique, Newsweek (in Arabic), Newsweek international edition, TIME, Forbes (in English), Fortune, Africa International, The Africa Report, African Banker, African Business, Afrique Magazine, Bloomberg Markets, Forbes Africa, Forbes Middle East, National Geographic (in English), New African (English), NewsAfrica All in-flight magazines Ryanair Magazine, Lufthansa Magazin, Air France Magazine, Business Life (British Airways), High Life (British Airways), Holland Herald (KLM), Iberia Ronda Magazine, Ulisse (Alitalia), Swiss Magazine (Swiss Air Lines), Skylife (Turkish Airlines), Horus (Egypt Air), Open Skies (Emirates), Etihad Inflight, Oryx (Qatar Airways), Ahlan Wasahlan (Saudi Arabian Airlines), b.spirit magazine (Brussels Airlines), Msafiri (Kenya Airways), Sawubona Magazine (South African Airways), RAM Magazine (Royal Air Maroc). International TV Al Arabiya, Aljazeera (in Arabic), Aljazeera (in English), BBC World News (in English), BBC (in Arabic), Bloomberg TV, CNBC Arabiya, CNBC (in English), Discovery Channel, DW-TV (Deutsche Welle), E! Entertainment, ESPN, ESPN Classic, Euronews, Eurosport, Fashion TV Arabia, France 24, FTV Fashion TV, History, MBC 1, MTV Arabia, MTV, Nat Geo Wild, National Geographic Abu Dhabi, National Geographic Channel, RT Russia Today, Rusiya Al-Yaum (in Arabic), Sky News, TLC, Travel Channel, TV 5 Monde International TV, News & Business Africa 24 (A24), Aljazeera Arabic, Aljazeera English, Al Arabiya, BBC Arabic, BBC World News (English), Bloomberg TV, CNBC (English), CNBC Africa, CNBC Arabiya, CNN, France 24, Euronews, RT Russia Today, Rusiya Al-Yaum (Arabic), Skynews

6 International websites Al Arabiya website, in Arabic (alarabiya.net), Aljazeera website, in Arabic (Aljazeera.net), Aljazeera website, in English (Aljazeera.com), The international website of BBC (bbc.com or bbc.co.uk), BBC Afrique website (bbcafrique.com), BBC Arabic website (bbcarabic.com), Bloomberg website (bloomberg.com), CNBC Arabia website (cnbcarabia.com), CNBC website, in English (cnbc.com), CNN Arabic website (Arabic.cnn.com), CNN Money website, incl. Fortune (money.cnn.com and fortune.com), CNN website, in English (edition.cnn.com), Deutsche Welle website (dw.de), Discovery Channel website (all country editions), The Economist website (economist.com), Euronews website, in Arabic (Arabic.euronews.com), Euronews website, in French (fr.euronews.com), Euronews website (euronews.net), Eurosport website (all country editions), Fashion TV Website (ftv.com), Financial Times website (ft.com), Forbes Middle East website, in Arabic (forbesmiddleeast.com), Forbes website, in English (forbes.com), France 24 website (france24.com), History website (all country editions), National Geographic Abu Dhabi website (natgeotv.com), National Geographic Channel website (all country editions), National Geographic website (nationalgeographic.com), The New York Times website (nytimes.com), Newsweek website (newsweek.com), RT Russia Today website (rt.com), Rusiya Al-Yaum website (aabic.rt.com), Sky News website (skynews.com), TIME website (time.com), Travel Channel Website (all country editions), TV 5 Monde website (tv5.org or tv5monde.com), Wall Street Journal Europe website (wsj.com)