second annual  asda’a burson‐marsteller  arab youth survey

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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

    2

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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

    3

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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

    6

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    FINANCIALCRISISIMPACT 1

    Halfofallrespondentssaidneitherthey,theirfamily,noranyoftheirfriendshadlosttheirjobintheprevious12months.

    Butoverathirdsaidthecrisishasaffectedtheirincome,andnearly1in4saidithasaffectedtheirabilit to oout.

    Whichofthefollowingisclosesttoyour

    experienceinthepast12months?

    AmongAll9markets

    Howdid

    the

    financial

    crisis

    and

    global

    recessionimpactyoupersonally?

    7

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    FINANCIALCRISISIMPACT 1

    YouthinQatarwerethemostupbeat,with63percentsayingthey,theirfriendsandfamilyhadbeenunscathedbyredundancies.

    Only38percentofyouthintheUAEhadthesameview,thelowestpercentageinthesurvey.

    8

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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

    12

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    TECHNOLOGYHABITS 3

    Nearly3in5saytheyusetheInternetatleastonceaday,withmusicandemailasthemainonlineactivities.

    Whatdoyoudowhen

    13

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    MEDIACONSUMPTION 4 Overall,TVandnewspapersarethemainsourcesofnews,followedbytheInternet.

    NewsandcurrentaffairsareconsumedmostbyyoungpeopleinJordan,LebanonandUAE.

    ere oyougetyournews

    affairs?

    %Several

    times

    aday,

    daily,

    nearly

    every

    day

    14

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    MEDIACONSUMPTION 4

    Inallmarkets,exceptBahrain,TVnewschannelsarethemosttrustedsourceofnews.

    WebsiteshavethehighestlevelsoftrustinSaudiArabia.

    nyourop n onw at st emosttruste sourceo news

    15

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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

    16

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    SOCIALMEDIA 4

    Socialnetworkingismostfrequentlyusedformaintainingcontactwithfriends,particularlyamongstyouthinEgyptandBahrain.

    WhatdoyouuseSocialNetworkingsitesfor?Top6

    17

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    BRANDFAVOURABILITY 5

    Nokiaappearstobeoneofthemostpopularbrandsintheregion.

    Butotherregionalbrandshavehighfavourability,notablyEmirates.

    Howfavourablewouldyousay

    youaretothefollowing

    brandsonascaleof0to100?

    (0beingextremely

    unfavourableand100being

    extremelyfavourable)

    18

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    LEISURETIME 6

    TViseasilythemostpopularactivityforyoungpeopleintheregion,followedbygoingtomallsanddiningout.

    Lessthanafifthadmittospendingleisuretimeexercising/playingsports/goingtothegym.

    doforleisure?

    WatchingTV

    Men 61

    Women 72

    Expat 69

    National 65

    19

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    SPENDING&DEBT 6

    Overhalfsaytheyspendtheirmoneyonpersonalitemslikeclothesandmobilecalls,aswellasdiningout.Womenaremorelikelytobespendingmoneyonfashion/accessories.

    at oyouspen yourmoneyon

    20

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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

    22

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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

    23

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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?

    26

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    FUTURECAREERS 10

    YouthintheMiddleEastareevenlysplitontheirpreferencetoworkinthegovernmentorprivatesector.

    ButyouthintheGulfappearstillstronglyattachedtoacareeringovernment,especiallyinBahrain,KuwaitandtheUAE.

    1%

    Wouldyouprefertoworkforthe

    Governmentortheprivatesector?

    AmongAll9markets

    46%

    10%

    43%

    Government

    Privatesector

    Nopreference

    Don'tknow

    27

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    SecondAnnual

    ASDAABursonMarsteller

    ArabYouthSurvey

    March7,2010March7,2010March7,2010March7,2010