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 |

Methodology YouTube audience measurement

Target group: YouTube users in Egypt , 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, nationality and cities were kept in order to ensure adequate representation of all demographics. Period of analysis: Fieldwork: from December 15th to December 30th Final Report: January 2012 Research company: TNS Africa & Middle East (Dubai)

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

Online video sites in Egypt

Frequency of Use & Opinion

44% of Egypts 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. Q7. What is your general opinion about YouTube online video platform? Base: All Respondents (615)

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

Functionality of YouTube
In terms of functionality, YouTube performs well. Majority of users agree that YouTube has quality content and adequate video size and duration.
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.e. must watch online) Doesnt have enough Arabic videos 20% 40% 60% 80% 100% Agree (strongly) Top-2: - Agree - 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. Please evaluate each of the following statements on a scale from 5 strongly agree to 1 strongly disagree. Base: All Respondents (615)

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

Attitude towards YouTube

More than 70% of users consider YouTube a favorite pastime activity and agree that it has the best video library.

0% Helps me pass my time

20%

40%

60%

80%

100% Agree (strongly) Top-2: - Agree - 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. Please evaluate each of the following statements on a scale from 5 strongly agree to 1 strongly disagree. Base: All Respondents (615)

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

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 Doesnt 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 |

The Story Thus Far.... Understanding the Platform Usage & Opinion Imagery
Universal perceptions on being entertaining & Modern. Very strong platform in terms of functionality (content, video size, loading time etc..)

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, once a day or several times a week. 9

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

Who are the

users?

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, YT Audience Measurement , Egypt: May 2012 | 11

Differences between YouTube usage levels

YouTube users

Heavy users

Gender Age Income University Degree Mobile phone online access

59% m / 41% f 35 years 2,455 EGP 67% 28%

63% m / 37% f 33 years 2,436 EGP 64% 27%

Base : All Respondents (615); Heavy users n=434; Light users n=170; Low users n=11*

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

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Usage of online activities - at least once a week

YouTube users are quite active digitally speaking. Searching for information, checking emails, being on Social Network sites are key activities done online over and above watching videos.

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. photos read in blogs or online forums play games online send videos to friends /colleagues/family create, 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); Heavy users n=434; Light users n=170; Low users n=11*

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

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Registration on YouTube Majority of users are not registered on YouTube.

Users

Heavy users

Base : All Respondents (615); 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, YT Audience Measurement , Egypt: May 2012 |

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What do they do on

Motivation for YouTube usage Top 10

Being up to date and enjoying music (listening, watching music video clips) are major reasons for using the YouTube. To be up-todate

1.

83%

6.

32%

To look for new movie trailers

2.

51%

To listen to music

7.

30%

To see home made videos

3.

47%

To watch music video clips To see professional made videos To relax

8.

10%

To look for product information

4.

44%

9.

5%

To find out how to do something

users

5.

36%

10.

4%

To watch TV commercials

Q14: What are your main reasons for using YouTube? Please select all answers which are applicable. Base : All Respondents (615)

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

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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. 59% Most viewed 6. 21% Sports

2.

53%

News & politics Top favourite

7.

19%

Entertainment

On average 4 categories are used

3.

49%

8.

19%

Education

4.

48%

Music

9.

18%

Film & animation

users

5.

39%

Comedy

10.

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. Base : All Respondents (615)

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

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Used features on YouTube Top 10

Aside from watching videos, 55% of users also actively upload videos, 17% create playlists and 15% write textual comments

The remaining 5% upload videos, write textual comments, block 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. Base : All Respondents (615)

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

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Used features on YouTube Top 10 (by usage frequency)

By definition, heavy users are also the most interactive on the site.

* 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. Base : All Respondents (615); Heavy users n=434; Light users n=170; Low users n=11*

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

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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.

How do you usually get to know about videos on YouTube?

90% 56%
31%

surfing on YouTube

recommendations from friends, 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. Base: All Respondents (615)

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

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Smartphone and mobile YouTube usage

Nearly one third use their mobile for online access 19% of mobile internet users browse YouTube from their mobile. 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, I am surfing on YouTube mobile by using my browser Yes, I am using a YouTube application Yes, both YouTube application as well as browsing

YE S

Currently No, Im not, but Im planning to do so Currently no Im not and Im not planning to do so at all
Q26. 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. Do you use YouTube mobile with your Smartphone? Base: Smartphone users (172)

N O

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

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Media consumption patterns

Weekly media budget - usage frequency & intensity

In terms of media consumption, the internet and TV are most frequently used.
100% usage 5 days / week use Internet for private purposes 21 hours / week 100% usage 7 days / week watch TV 24 hours / week 34% usage 1 days / week listen to radio 5 hours / week 52% usage 3 days / week read newspaper 5 hours / week 100% usage 5 days / week use YouTube 8 hours / week Internet users Watch videos on DVD/Blu-ray 69% usage 1 days / week 7 hours / week read magazines 18% usage 1 days / week 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. Base: Respondents for chosen media in Q18 ((TV = 612, INTERNET = 606, RADIO = 207, VIDEOS ON DVD = 48, MAGAZINES = 110, NEWSPAPERS = 319, YOUTUBE = 615))

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

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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 24 hrs 21 hrs 5 hrs 8 hrs 7 hrs 4 hrs 5 hrs

Heavy users
24 hrs 23 hrs 5 hrs 10 hrs 8 hrs 4 hrs 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. Base: Respondents for chosen media in Q18 ((TV = 612, INTERNET = 606, RADIO = 207, VIDEOS ON DVD = 48, MAGAZINES = 110, NEWSPAPERS = 319, YOUTUBE = 615))

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

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Detailed time schedule TV vs YouTube

Not much difference in the viewing patterns of both Media. 8pm to 11pm is the prime time for using both media.

Peak time

8-11 PM

Q20. Please look at this card and think of your YouTube usage in more detail. Please fill out the time schedule you usually spend on YouTube in a week. Base: All Respondents (615) Q21. Please look at this card and think of your TV usage in detail. Please fill out the time schedule you usually spend watching TV per week. Base: Those who watch TV (615)

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

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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

And How do they Interact with the platform How do the users interact with the video platform... Accesibility
of Egyptian YouTube users accessed YouTube through a PC

Usage

99%

(laptop or desktop), 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, once a day or several times a week.

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

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