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SecondAnnual
ASDAABursonMarsteller
ArabYouthSurvey
March7,2010March7,2010March7,2010March7,2010
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OBJECTIVES
ThestudywascommissionedinOctober2009tofocusonattitudesamongArabnational
andexpatriateyouthaged1824innineMiddleEastcountries:thesixcountriesofthe
GulfCooperationCouncil,Jordan,LebanonandEgypt.
Theresearch
was
designed
to
uncover
country
differences
and
common
trends,
looking
at
issuesincluding:
Attitudestothefinancialcrisis
Accesstotechnology
Mediaconsumption
trends
Attitudestotravelandforeignrelations
Useofleisuretime
Spendinghabits
Attitudestowardseducation
Perceptionsoffuturecareers
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OBJECTIVESBelowisatimelineofrelevanteventssurroundingthesurveytoprovideacontextfor
theresults:
Timelineofevents
DubaiDubai
WorldWorld
defaultdefaultG20G20
summitsummit
surroun ingAYS2009
ObamaObama
deliversdelivers
speechspeech
LockerbieLockerbie
bomberbomber
CopenhagenCopenhagen
ClimateClimate
ElectionsinElectionsin
AfghanistanAfghanistanEndofEndof
SriSriLankanLankan
NetanyahuNetanyahu
electedinelectedinreareaLondonLondon inCairoinCairo releaserelease ConferenceConference
NovemberNovember DecemberDecemberA rilA ril JuneJuneMaMa JulJul Au ustAu ust Se temberSe tember OctoberOctober
civilwarcivilwar
MarchMarch
IsraelIsrael
ElectionsElections G20G20 F1raceF1race
in Abuin Abu
AYSAYS
OctoberOctoberSwineSwinefluflu FailedFailed
andLebanonandLebanon
PittsburgPittsburg
DhabiDhabi
GlobalpandemicGlobalpandemic
bomberplot
bomber
plot
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METHODOLOGY
Egypt(n=250)
enn
c oen
er an
con ucte
,
nterv ews
aceto
ace among
respon ents
aged1824inthefollowingcountries:
Qatar(n=200) Lebanon(n=200) New Jor an n=200
Kuwait(n=200)
Sau iAra ia n=300
UnitedArab
Emirates
(n=300)
Ba rain n=150
Oman(n=200)
markets
Theresearchheldquotasonthefollowing:
AB=20% C1=35% C2=45%
ra na ona s expa r a es
S.E.C
Male 60% Female40%
UAE Oman Qatar Bahrain KSA Kuwait Egypt Jordan Lebanon
en er
Specificcityquotasforeachmarket
Dubai 40% Muscat 50% Doha 55% Manama 100% Jeddah 40% Kuwait City -20% Cairo 50% Amman 50% East Beirut 40%
Sharjah 20% Batinah 50% Al Rayyan 45% Riyadh 40% Al Hawalli 30th Alexandria 25% Ibrid 25% West Beirut 40%
Abu Dhabi 40% Dammam 20% Al Ahmadi 20% Mansoura 25% Zarqa 25% Tripoli 20%
Al Farwaniya 30%
4
*2008
research
was
conducted
by
Nielsen
using
adifferent
methodology(online)fromPSBs2009research(facetoface).
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RESEARCHHIGHLIGHTS
Attitudestothefinancialcrisis
Generaloutlook
1
2
Accesstotechnology3
e a ren s
Attitudestobrands5
Leisuretime
Spendinganddebt
6
7
Travel
Internationaloutlook
8
9
Future
careers10
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FINANCIALCRISISIMPACT 1
On a scale of 1 to 10 how badl do ou think our countr
Theimpactofthedownturnvariedfromcountrytocountry.
YouthinEgypt,Jordan,SaudiArabiaandBahrainfeltamoreacuteimpactthanthoseinQatar,OmanandKuwait.
hasbeenimpactedbythefinancialcrisis?
1being
very
badly,
10
being
no
impact
at
all
NB:FieldworkconductedbeforeDubaiWorlddefaultthreatofNov09
6
UAE
Kuwait
BahrainLebanon
KSA
Jordan
74
Qatar
Oman
E t
1
210
9
83
Verybadly Noimpactatall
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FINANCIALCRISISIMPACT 1
Halfofallrespondentssaidneitherthey,theirfamily,noranyoftheirfriendshadlosttheirjobintheprevious12months.
Butoverathirdsaidthecrisishasaffectedtheirincome,andnearly1in4saidithasaffectedtheirabilit to oout.
Whichofthefollowingisclosesttoyour
experienceinthepast12months?
AmongAll9markets
Howdid
the
financial
crisis
and
global
recessionimpactyoupersonally?
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FINANCIALCRISISIMPACT 1
YouthinQatarwerethemostupbeat,with63percentsayingthey,theirfriendsandfamilyhadbeenunscathedbyredundancies.
Only38percentofyouthintheUAEhadthesameview,thelowestpercentageinthesurvey.
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GENERALOUTLOOK 2
% of eo le lacin im ortance on each of the followin issues:
Thesinglemostimportantpriorityforyoungpeopleintheregionislivinginademocraticcountry,followedbyinfrastructureandaccesstothebestuniversities.
(%whoansweredVeryImportantorSomewhatImportant) Top5
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GENERALOUTLOOK 2
Increaseinthecostoflivingisthegreatestconcernforyoungpeopleintheregion,followedbytheshortageofaffordablehousingandunemployment andtherighttovoteisthefourthbiggestconcern.
(%whoanswered
Veryconcerned)
Risingcostofliving
Men 69
Expat 74
National 66
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GENERALOUTLOOK 2
TwothirdsofArabyouthsaythattheircountryismovingintherightdirection.
Arabexpatriatesaremorelikelytothinkthattheircountryofresidenceisheadingintherightdirection
thannationals.
Thinkingabout
the
last
five
years,
doyouthinkthingsinyour
countryofresidencearegoingin
therightdirectionorarethey
%Rightdirection
Men 67
Women 64
goinginthewrongdirection?
%Rightdirection
National 63
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TECHNOLOGYOWNERSHIP 3
Almost4in5ofyouthownamobilephone,and1in4ownawebenabledphone.ManyalsohaveaccesstoeitheraDesktoporLaptopcomputer.
c o t e o ow ng oyouownor aveexc us veuseo
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TECHNOLOGYHABITS 3
Nearly3in5saytheyusetheInternetatleastonceaday,withmusicandemailasthemainonlineactivities.
Whatdoyoudowhen
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MEDIACONSUMPTION 4 Overall,TVandnewspapersarethemainsourcesofnews,followedbytheInternet.
NewsandcurrentaffairsareconsumedmostbyyoungpeopleinJordan,LebanonandUAE.
ere oyougetyournews
affairs?
%Several
times
aday,
daily,
nearly
every
day
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MEDIACONSUMPTION 4
Inallmarkets,exceptBahrain,TVnewschannelsarethemosttrustedsourceofnews.
WebsiteshavethehighestlevelsoftrustinSaudiArabia.
nyourop n onw at st emosttruste sourceo news
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SOCIALMEDIA 4
Whenonline,youngpeopleinallregionsaremostlikelytousesiteslikeGoogle,FacebookandYahoo!.
Nearly3in4usesocialnetworkingsitestokeepincontactwithfriends
UAE
Oman
Qatar
Bahrain
KSA
Kuwait
Egypt
Jordan
Lebanon
UAE
Oman
Qatar
Bahrain
KSA
Kuwait
Egypt
Jordan
ebanon
Top10websitesamongall9markets
Google 85 90 100 99 44 92 96 89 63
Facebook 67 36 85 49 49 71 67 94 82
Yahoo! 86 43 96 69 19 53 74 67 31
WindowsLive/Hotmail 26 53 35 81 20 67 45 36 62
YouTube 54 31 78 57 13 49 37 44 35
MSN 35 24 43 56 6 21 33 70 68
Maktoob 19 8 52 25 0 10 1 16 0
Googlemail
(Gmail) 17 4 25 8 10 14 13 0 3
eBay 8 6 25 5 5 1 8 27 9
MySpace 5 1 27 1 2 13 13 20 9
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SOCIALMEDIA 4
Socialnetworkingismostfrequentlyusedformaintainingcontactwithfriends,particularlyamongstyouthinEgyptandBahrain.
WhatdoyouuseSocialNetworkingsitesfor?Top6
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BRANDFAVOURABILITY 5
Nokiaappearstobeoneofthemostpopularbrandsintheregion.
Butotherregionalbrandshavehighfavourability,notablyEmirates.
Howfavourablewouldyousay
youaretothefollowing
brandsonascaleof0to100?
(0beingextremely
unfavourableand100being
extremelyfavourable)
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LEISURETIME 6
TViseasilythemostpopularactivityforyoungpeopleintheregion,followedbygoingtomallsanddiningout.
Lessthanafifthadmittospendingleisuretimeexercising/playingsports/goingtothegym.
doforleisure?
WatchingTV
Men 61
Women 72
Expat 69
National 65
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SPENDING&DEBT 6
Overhalfsaytheyspendtheirmoneyonpersonalitemslikeclothesandmobilecalls,aswellasdiningout.Womenaremorelikelytobespendingmoneyonfashion/accessories.
at oyouspen yourmoneyon
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SPENDING&DEBT 7
MorethanaquarterofArabyouthclaimtobeindebt,andmorethanhalfofyouthinSaudiArabiaadmittohavingdebt;creditcardsarethemainculprits.
oyou aveanypersona e tWhatkindofdebt
doyou
have?
Credit
cards
Student
loans
Personal
bankloan
Small
business
loan
Mortgage Autoloan Don'tknow
AmongAll 40 8 25 4 1 21 2
UAE
Qatar 28 8 11 0 0 53 0
Oman 23 0 31 11 0 25 11
Egypt 25 8 8 8 0 50 0
Kuwait 33 7 22 2 0 31 4
Bahrain 45 5 27 0 0 23 0
Lebanon 16 9 27 9 2 38 0
KSA 66 5 23 0 0 6 0
21
Jordan 13 40 20 0 27 0 0
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TRAVELHABITS 8 Withintheregion,theGCCandLevantarethemostpopulartraveldestinations.Europeisthemostpopular
outsidetheregion,particularlyforthosefromLebanonandEgypt.
CanadaEurope
Turkey2
Levant(Iraq,Jordan,Lebanon,
Palestine,Syria)NorthAfrica
FarEast
USA
3
GCC(Bahrain,Qatar,Kuwait,
Oman,KSA,UAE)
1
Whichof
the
following
countries
or
regions
would
youbeinterestedintravellingtointhefuture?Top9
MalaysiaRanking
amongall
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AIRLINEPREFERENCE 8
Arabyouthstronglypreferflyingtheirnationalairlines,withEmiratesenjoyinghighfavourabilityacrosstheregion.
TheTop10airlinesforArabyouthareallMiddleEasterncarriers.
Q73.Whatairlinedo
youprefer
to
travelon? Base UAE Qatar Oman Egypt Kuwait Bahrain Lebanon KSA Jordan
Emirates 23 52 18 14 18 28 28 8 19 4
SaudiAirlines 18 1 0 1 24 6 21 15 73 1
GulfAir 15 5 36 23 5 11 59 1 9 6
QatarAirways 12 3 78 17 0 6 14 4 1 0
EgyptAir 11 4 3 0 68 6 4 3 4 2
AirArabia 11 11 13 7 17 4 16 7 19 5
RoyalJordanian 10 1 2 0 1 1 4 2 12 71
KuwaitAir 8 1 0 7 1 65 8 0 1 1
JazeeraAirways 5 0 11 1 1 31 5 0 3 0
FlyDubai 4 3 2 3 2 4 1 8 13 1
BahrainAir 4 0 6 0 1 0 31 1 2 1
BritishAirways 4 4 5 1 2 7 10 4 4 0
Etihad 4 22 2 9 0 0 1 0 0 0
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INTERNATIONALOUTLOOK 8
ArabyouthareincreasinglylookingEastinresponsetotheshiftingglobaleconomy.
Overall,France,ChinaandGermanyhavesimilarlevelsoffavourability.
%Veryfavourable
24
rance na
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NATIONALALLIES 9
Ratherthantotheinternationalcommunity,Arabyouthlookwithintheregionfornationalsupport.
Butsomeyouth,especiallyintheGulf,seetheUnitedStatesplayinganimportantsupportiverole.
owou yousay syourcountry s ggesta y
Qatar KSAKuwait Jordan LebanonUAE EgyptBahrain Oman
USA
43%KSA
55%
KSA
37%
USA
67%UAE
52%KSA
60%
KSA
54%
USA
61%UAE
44%1
Qatar
42%Jordan
35%
FR
32%2 KSA
46%
KSA
31%UAE
39%UAE
27%UAE
53%Egypt
52%
3USA
20%
USA
21%UAE
40%KSA
34%
KSA
25% UAE
46%Bahrain
29%
Bahrain
35%Lebanon
Kuwait
26% Qatar
25
25% 21%
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GLOBALCITIZENSHIP 9
Theideaofglobalcitizenshipisimportanttoalmost7in10youngpeople,withhighestscoresforthoselivingintheUAE.
Amongall9markets
ow mportant st e eao g o a c t zens p
thesharedfeelingofidentityregardlessofethnic,
religiousor
national
background
to
you?
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FUTURECAREERS 10
YouthintheMiddleEastareevenlysplitontheirpreferencetoworkinthegovernmentorprivatesector.
ButyouthintheGulfappearstillstronglyattachedtoacareeringovernment,especiallyinBahrain,KuwaitandtheUAE.
1%
Wouldyouprefertoworkforthe
Governmentortheprivatesector?
AmongAll9markets
46%
10%
43%
Government
Privatesector
Nopreference
Don'tknow
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SecondAnnual
ASDAABursonMarsteller
ArabYouthSurvey
March7,2010March7,2010March7,2010March7,2010