real opinions middle east internet users dh090821

Copyright Real Opinions Ltd 2009 Not to be reproduced or distributed without permission : [email protected]

Copyright Real Opinions Ltd 2009

REAL-OPINIONS

REAL-OPINIONS

DH090617

Middle East Internet Industry Focus

M E M B E RABC ELECTRONICASSOCIATE

ESOMAR



REAL-OPINIONS

REAL-OPINIONS

M E M B E RESOMAR

Key Research Findings…



REAL-OPINIONS

9%

5%

54%

43%

77%

2%

4%

40%

59%

81%

1%

2%

34%

64%

83%

Digital TV

Games Console

Mobile phone / PDA

PC / Apple Mac

Laptop

200820092010

Internet Enabled Devices

Q. Which of the following devices do you REGULARLY use to access the Internet? (Multiple Response) Q. Which of the following devices do you EXPECT to use accessing the Internet with within the next 12 months? (Multiple Response)

Base (Online Business People in Middle East): 446



REAL-OPINIONS

Usage of the Internet

Q. For each of the following statements about your usage of the Internet, which have you done and are likely to do in the future? (GRID)

69%

47%

68%

89%

32%

53%

32%

11%

Look for UNOFFICIAL information about products,brands or organisations

Enter your comments in an online discussion ormessage board about products, brands or

organisations

Purchase from a website

Look for OFFICIAL information about products,brandsor organisations from their websites

Have Done Have Not

96% (+7)

87% (+19)

78% (+31)

81% (+12)

Likely to




REAL-OPINIONS

Influence of Media

Q. Generally speaking, please rate how influential you believe each of the following is on you when making up your purchase decisions? (Please select one column response for each row)

10%

13%

22%

22%

26%

26%

38%

42%

33%

28%

23%

17%

20%

16%

18%

12%

4%

8%

4%

5%

3%

3%

6%

3%42%

39%

55%

51%

56%

51%

51%

53%Outdoor posters

Radio

Website Advertising

Magazine

TV

Newspaper

Web 2.0

Official Co / product website

Very Influential Slightly Influential Not influential Don't know




REAL-OPINIONS

Aggregate of rating scores 8, 9 & 10 for Importance and Brand Attributes

Importance v Local website performance- Importance: Sum – ‘Very’ & ‘Slightly important’- Performance: Sum – ‘Very’ & ‘Slightly important’ - Overall, performance is falling short of importance of attributes for website visitors

61%

60%

35%40%

49%

49%

60%

55%55%59%

54%

73%

93%

95%

95%

76%94%

93%

95%

90%

96%

91%

96%

89%

Feedback from other customers

Price savings

Speed of delivery

Reliability of delivery

Range of products

Ease of being able to find things

Purchase options

Pictures of products

Up to date information

Information on products

Website and transaction security

Overall website design and look

PerformanceImportance

Base: (All UAE) 273



REAL-OPINIONS

Hours of day access the Internet- Internet usage & TV viewing peaks at 10pm.- From 9am to 4pm during the week, the Internet is more popular than TV.- Internet usage during the week is higher that the weekend during daylight hours.

Q. What times of the day do you usually sit down at the computer and actively access the Internet DURING THE WEEK? Q. And what times do you usually sit down at a computer and actively access the Internet during WEEKENDS?

0%

10%

20%

30%

40%

50%

60%

12:00AM

1:00AM

2:00AM

3:00AM

4:00AM

5:00AM

6:00AM

7:00AM

8:00AM

9:00AM

10:00AM

11:00AM

12:00PM

1:00PM

2:00PM

3:00PM

4:00PM

5:00PM

6:00PM

7:00PM

8:00PM

9:00PM

10:00PM

11:00PM

Total Weekend Total Weekday

Base: Panel Members (n=97,510)



REAL-OPINIONS

79

2724

117 4 3 3 2 1 3

21

89

34

13 14

6 7 6 4 3 1 3

11

90

32

15 14

48 7 4 3 1 2

10

Home Work InternetCafé

Friends /Relatives

Educationalinstitute

Coffeeshop

Hotel Airport Car Aeroplane Other Not atHome

Total GCC KSA

Q. In which locations do you REGULARLY access the Internet? (Multiple Response) %

Location Access Internet- Access from home (particularly in Saudi & other GCC countries) and work are dominant locations, although around ¼ are accessing through internet cafes in the wider Middle East.

Base: Panel Members (n=97,510)



REAL-OPINIONS

Usage of Media Throughout Day- Different media approaches to capture attention throughout the day.

Q. As you pass through the following key moments on a typical weekday, please select all the types of media advertising you are usually exposed to (either actively or passively watching, reading or listening to). (Please select all the advertising columns that apply for each time period on the row).

53% 51%

67% 66% 63%57%

40%42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Early

mor

ning

Trav

ellin

g in

mor

ning

Mid

mor

ning

Lunc

h

Mid

after

noon

Trav

ellin

gho

me

Durin

g di

nner

After

din

ner

befo

resle

epin

g

TV Radio Outdoor postersNewspaper Magazine MobileEmail direct marketing Internet




REAL-OPINIONS

Encourage Organisations to Use Internet for Marketing- Ability to prove effectiveness is the basis of our research approach.

Q. Please rate how influential the following would be to increase your organisation’s usage of the Internet for marketing and advertising? (Please select one columns response for each row)

44%

46%

52%

57%

63%

16%

15%

9%

6%

5%

5%

7%

7%

6%

6%25%

30%

32%

32%

35%Education of snr managers ofbenefits

Competitor’s launching Internetcampaigns.

Proven ROI example benefits.

Transparency in website visitornumbers & profile to help target

audience.

Ability to prove theeffectiveness of marketing and

advertising online.

Very Influential Slightly Influential Not influential Don't know

Base (Involved in advertising or marketing): 374



REAL-OPINIONS

REAL-OPINIONS

About us…



REAL-OPINIONS

REAL-OPINIONS

Our Mantra:• Why the name 'Real Opinions', you may ask? We wanted a name to show we truly believe in empowering everyday people with the opportunity to have their opinion heard and for our clients to not only hear but for them to understand how to act upon them.

Who we are:• We are a full-service market research company.• Based in Dubai and London.• Europe & Middle East research expertise and best practices.• Member of ESOMAR (International organization for market researchers).• Proven ability to help strategically guide and assess the effectiveness of campaigns.

Regional & Wider Capabilities:• Our own 100,000+ dedicated online research panel throughout the Middle East to tap into for quick and cost effective quantitative research.• Mobile survey research using push and pull approaches.• Through affiliates, able to formulate a vast array of qualitative and quantitative projects globally.• High end multivariate statistical analysis.



REAL-OPINIONS

REAL-OPINIONS

Dan Healy (CEO)

- Australian & British passport holder.- Regular presenter at conferences & contributor to news articles (media trained).- Bachelor of Business Degree, majored in Marketing & Statistics. - Over 10 years European, Middle East & global project market experience & regular presenter at conferences.- Worked on over 100 different research projects across a wide variety of industries & research methodologies.- Previously Regional Research Director (Middle East), YouGov, based in Dubai.- Set-up & directed research in region & Iraq - Previously Acting Regional Research Director of Europe for Nielsen Online (nee Nielsen//NetRatings), based in London.- Member of ESOMAR (International organisation of market researchers).- Extensive global experience with multinationals and governments.



REAL-OPINIONS

Some clients researchers have worked with…



REAL-OPINIONS

Industry Media Coverage



REAL-OPINIONS

Media Coverage



REAL-OPINIONS

Presented at: IIR Market Research training session (5 days in Dubai, UAE), October 2009, Dubai UAE.Presented at: IIR Digital Marketing training session (5 days in Dubai, UAE), August 2009, Dubai UAE.Presented at: Digital Marketing 2009 (March 2009, Dubai UAE). Keynote Speech.Presented at: New Media Conference 2008 (15 th December 2008, Dubai UAE).

Presented at: Information Europe 2008 Topic: The Impact of the Internet on Young Muslim Attitudes

- Exclusive study results: Online research with youth in Middle East and Muslim youth in Western countries- A comparison of the two groups- Changing target audience behaviour: Prolific internet use growth and penetration in youth groups- Evolving research techniques- Identifying leader and opinion influencers for this target group- The impact of Web 2.0

Presented at: eCommerce Middle East Summit 2008Keynote Speech: GCC Businesses - Present & Future Usage of Internet & eCommerce

- Are businesses keeping up with online consumers- Emerging trends in technology & usage of Internet- Actual search and purchase online - why the low conversion- Implications of Web 2.0 for businesses

Presented at AME Info Digital Marketing 2008Topic: Market Insight into Young Consumers (i.e. Youth in Saudi Arabia)

- The youth market is THE market it comes to discovering and pushing virtual boundaries as they grow up with the digital revolution. Along with an analysis of who and what they do online, we also focus on their consumption of digital devices, what are the areas of interest and how they intertwine themselves in different Web 2.0 user generated content. Opinions are also assessed to see how influential they can be in helping to make or break new products

being introduced to the market.

Conferences 2008 / 2009- Dan Healy CEO presenting



REAL-OPINIONS

Some of our recent news…

Real Opinions announces first website audience measurement tool in Middle East - AME Infohttp://www.ameinfo.com/177056.html

Young dodge the Internet censors http://www.thenational.ae/article/20081028/NATIONAL/598829142 Obama sole choice in Middle East http://www.thenational.ae/article/20081027/FOREIGN/331534352 BBC: Hotel Urged to Free Shark http://news.bbc.co.uk/2/hi/science/nature/7678780.stm

UAE steps up campaign against pirated webcasts. http://www.gulfnews.com/nation/Research_and_Technology/10249475.html

Internet is the new adman for regional companieshttp://www.business24-7.ae/Articles/2008/5/Pages/05252008_74853e2c6d0b43b685c875610762511a.aspx People want space to breathehttp://thenational.ae/article/20080522/NATIONAL/479082660

Internet subscribers unhappy with duopolyhttp://thenational.ae/article/20080521/BUSINESS/73846856

Emirates tops online user pollhttp://www.ameinfo.com/157699.html

Real Opinions deliver keynote speech at eCommerce Middle East Summit 2008: Present & Future Usage of Internet & eCommerce.http://www.terrapinn.com/2008/ecom/programme.stm#3290

Companies in the GCC are slow to adapt to the Internet agehttp://www.thenational.ae/article/20080423/BUSINESS/811796142

Digital marketing gives 850 more reasons a day to buyhttp://www.ameinfo.com/151462.html

Real Opinions commissioned by AME Info to conduct Business People and Young Consumer research for Digital Marketing 08http://www.ameinfo.com/145774.html

http://www.ameinfo.com/177056.html

http://www.thenational.ae/article/20081028/NATIONAL/598829142

http://www.gulfnews.com/nation/Research_and_Technology/10249475.html

http://www.business24-7.ae/Articles/2008/5/Pages/05252008_74853e2c6d0b43b685c875610762511a.aspx



REAL-OPINIONS

REAL-OPINIONS

Some of our solutions…



REAL-OPINIONS

ONLINECOMMINITIES

We have set-up our own Middle East online panel and through affiliates to global online panels.

Whether it’s youth in Saudi Arabia, business people in the GCC or those interested in visiting Dubai from elsewhere, we can discover their opinions.

We can also develop engaging community websites harnessing and focusing discussions on subjects of interest to you. It combines the "wisdom of the crowds" concept with Web 2.0 models like Digg for feedback. Create portals for ad-hoc feedback and automatic bubbling of suggestions based on user voting

REAL-OPINIONS



REAL-OPINIONS

We have set-up a process to ensure your communication is both strategically rooted in your objectives and that advertising spend is optimized to reach these objectives.

Referred to as Effects Based Operations (EBO), we strategically analyze the target audience, develop strategic messages, pre-test communication, assess actual communication reach and frequency by channel and overall effect in terms of key objectives.

This whole process optimizes ROI and legitimizes every choice made in the campaign with a scientific quantitative approach.

o

360COMMUNICATION

REAL-OPINIONS



REAL-OPINIONS

REALOPINIONLEADERS

Access the opinions of leaders in various fields throughout the region.

Tapping into the opinions of these people provides insight into specialist areas, identify developing trends & issues impacting upon key industries.

These leaders are not only sought after and respected, but also carry great viral communication potential to make or break in the court of public opinion through social networking websites.

These is where buzz marketing starts. These are the people you need on your side

REAL-OPINIONS



REAL-OPINIONS

Using an innovative survey design & technique, we are able to provide you with a multi-layered analysis of your workforce. Analyzing areas such as motivation, leadership, communication, retention and a gap analysis of the organization from an employee’s perspective to help you prioritize the areas to improve.

We are also able to help put your results into perspective with a benchmark comparison of results from the region & beyond.

What next? We can help you act upon these results with leading internal communication, training and development consultants.

WORKFORCE

REAL-OPINIONS



REAL-OPINIONS

We employ highly experienced researchers with both extensive regional and international experience who have worked with clients from various government, NGO’s and multinationals in extremely challenging locations.

We have partnerships with high level psychologists, communication experts, statisticians and consultants around the globe we can tap into to work on your specialist projects to ensure success, no matter where.

We use multimodal and innovative research techniques to be your eyes and ears on the changing landscape.

SPECIALPROJECTS

REAL-OPINIONS



REAL-OPINIONS

With our team of industry leading developers and researchers, we are able to provide innovative research solutions to help you better understand internet behaviour to harness this rapidly evolving medium.

Whether it’s improving your website’s usability, harnessing Web2.0, benchmark the performance of all your organisation’s, improving purchase conversion rates, pre-testing designs or getting more value from your online advertising, we can help.

ONLINEWORLD

REAL-OPINIONS



REAL-OPINIONS

Whether you want to capture the opinions of people at a particular place and time or a fast response on the back of an event, we have introduced our ‘Right Now’ mobile phone research tool.

Using a short telephone code, those in our panel or for example attendees at an event can provide their feedback instantly by answering a series of questions via SMS/text messages.

You can view the result instantly online. Mobile phone usage is prolific in the region and this allows a greater coverage of respondents to participate, no matter where they are.

RIGHTNOW

o o o o o o

REAL-OPINIONS



REAL-OPINIONS

Effective Measure combining website analytics (actual visitor behaviour) with copywriter survey data (visitor demographics, lifestyle and purchase involvement) to comprehensively profile visitors.

For advertisers, it helps you to discover what websites to find your target market and efficiently communicate to them.

For website owners, it shows how unique your website visitors are to potential advertisers and t better understand the user experience.

We use a patented pending process to provided unprecedented accuracy and transparency, tackling issues such as the impact of cookie deletion on unique visitor calculations.

REAL-OPINIONS



REAL-OPINIONS

REAL-OPINIONS

Read about us online…Website – Blog – Twitter – LinkedIn - ESOMAR



REAL-OPINIONS

Website: www.real-opinions.com

Have your opinion heard…

Join our panel now



REAL-OPINIONS

Blog: www. real-opinions.blogspot.com



REAL-OPINIONS

Twitter: www.twitter.com/realopinions



REAL-OPINIONS

LinkedIn: http://www.linkedin.com/in/danhealyrealopinions



REAL-OPINIONS

REAL-OPINIONS

[email protected]

real opinions middle east internet users dh090821

Documents