OUR BEST DAYS ARE AHEAD OF US April 9, 2013 - - PowerPoint PPT Presentation

OUR BEST DAYS ARE AHEAD OF US

Algeria Bahrain Egypt Iraq Jordan Kuwait Lebanon Libya Morocco Oman Qatar Saudi Arabia Tunisia UAE Yemen

April 9, 2013 www.arabyouthsurvey.com

ASDA’A Burson-Marsteller commissioned Penn Schoen Berland (PSB) to carry out the survey among Arab national youth aged 18-24 in 15 Middle East countries: the six countries of the Gulf Cooperation Council (Saudi Arabia, UAE, Qatar, Bahrain, Qatar and Kuwait), Jordan, Lebanon, Egypt, Iraq, Libya, Tunisia – and, for the first time, Algeria, Morocco and Yemen.

e research was designed to uncover country differences and common trends, looking at concerns and priorities such as:

VIEWS OF THE IMPACT OF THE ARAB SPRING ECONOMIC AND SOCIAL CONCERNS ATTITUDES TOWARDS DEMOCRACY VIEWS OF FOREIGN NATIONS PERSONAL AND SOCIAL VALUES MEDIA CONSUMPTION TRENDS SOCIAL MEDIA HABITS

METHODOLOGY

e study was commissioned in December 2012. e interviews took place from 13 Dec 2012 to 14 Jan 2013. Sample details are given below:

UAE N=250 UAE N=250 OMAN N=150 OMAN N=150 QATAR N=200 QATAR N=200 BAHRAIN N=200 BAHRAIN N=200 KSA N=250 KSA N=250 KUWAIT N=200 KUWAIT N=200 EGYPT N=250 EGYPT N=250 JORDAN N=200 JORDAN N=200 LEBANON N=200 LEBANON N=200 Dubai 40% Sharjah 20% Abu Dhabi 40% Dubai 40% Sharjah 20% Abu Dhabi 40% Muscat 50% Batinah 50% Muscat 50% Batinah 50% Doha 55% Al Rayyan 45% Doha 55% Al Rayyan 45% Manama 100% Manama 100% Jeddah 40% Riyadh 40% Dammam 20% Jeddah 40% Riyadh 40% Dammam 20% Kuwait City 20% Al Hawalli 30% Al Ahmadi 20% Al Farwaniya 30% Kuwait City 20% Al Hawalli 30% Al Ahmadi 20% Al Farwaniya 30% Cairo 50% Alexandria 25% Mansoura 25% Cairo 50% Alexandria 25% Mansoura 25% Amman 50% Irbid 25% Zarqa 25% Amman 50% Irbid 25% Zarqa 25% East Beirut 40% West Beirut 40% Tripoli 20% East Beirut 40% West Beirut 40% Tripoli 20%

ORIGINAL COUNTRIES 2008-2010

NEW IN

2011

IRAQ N=200 IRAQ N=200 TUNISIA N=200 TUNISIA N=200 LIBYA N=200 LIBYA N=200 ALGERIA N=150 ALGERIA N=150 MOROCCO N=200 MOROCCO N=200 YEMEN N=150 YEMEN N=150 Baghdad 50% Irbil 25% Basrah 25% Baghdad 50% Irbil 25% Basrah 25% Tunis 50% Sfax 25% Susah 25% Tunis 50% Sfax 25% Susah 25% Tripoli 50% Benghazi 25% Misrata 25% Tripoli 50% Benghazi 25% Misrata 25% Algiers 50% Oran 25% Constantine 25% Algiers 50% Oran 25% Constantine 25% Fes 25% Salé 25% Marrakech 25% Casablanca 25% Fes 25% Salé 25% Marrakech 25% Casablanca 25% Sana’a 50% Al Hudaydah 25% Ta’izz 25% Sana’a 50% Al Hudaydah 25% Ta’izz 25%

NEW IN

2012

NEW IN

2013

2008 RESEARCH WAS CONDUCTED BY NIELSEN USING AN ONLINE METHODOLOGY. ALL RESEARCH FROM 2009 ONWARDS WAS COMPLETED FACE-TO-FACE. 2013 DATA IS WEIGHTED BY MARKET TO ENSURE EQUAL REPRESENTATION WITHIN THE SAMPLE.

TOP 10 FINDINGS

1

Majority of Arab youth believe that “our best days are ahead of us”.

Q: Which of the following statements is closer to your view? GENERAL OUTLOOK

74 63 77 82 75 77 77 71 68 72 70 74 70 74 78 76 76 72 24 31 22 16 21 20 20 27 26 25 28 24 26 25 20 21 22 25 3 6 1 2 4 2 2 3 6 2 2 2 4 1 1 3 3 3

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC

Don’t know Our best days are behind us Our best days are ahead of us

Q: Considering the last 12 months, do you think things in your country of residence are now heading in the right direction or are they going in the wrong direction?

GENERAL OUTLOOK

(Right direction) %

2012 2013

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC

55 58 46 53 55 52 66 65 67 71 56 77 83 88 55 80 21 37 50 44 48 55 48 42 70 43 63 71 4849 56 49 52

Q: In general, do you think the economy in your country / the region is going in the right direction

• r in the wrong direction?

DIRECTION OF ECONOMY

National Regional

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC

55 60 49 57 47 58 46 61 73 67 65 64 65 76 48 55 61 63 51 65 49 58 51 55 51 55 53 55 58 52 57 53 58 65 53 56

Q: Since the start of the events of the Arab Spring (in late 2010/early 2011), do you believe that your government has become:

IMPACT OF ARAB SPRING

26 20 24 24 24 26 34 11 13 6 6 22 10 10 10 11 9 12 14 9 10 12 21 10 14 11 11 17 10 7 11 1 7 5 4 8 8 7 5 5

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen

Don’t know Less transparent/ representative No more transparent/ representative A little more transparent/ representative Much more transparent/ representative

23 25 26 25 28 29 18 14 26 24 22 20 29 19 24 18 22 16 23 22 37 22 33 18 14 25 20 22 22 15 24 23 21 8 8 8 26 29 7 8 10 17 5 8 8 22 24 14 36 9 29 15 22 8 14 9

Q: How far do you agree or disagree with the following? (%)

IMPACT OF ARAB SPRING

Following the uprisings across the Arab world, I feel the Arab world is better off As a result of the uprising, I feel I will be better off in five years Following the uprising, I am personally better off now than I was a year ago

2012

24 72 4

2013

24 70 7

2012

24 71 5

2013

17 74 10

2012

28 68 4

2013

30 67 3

Agree a lot / somewhat Disagree a lot / somewhat Don’t know

2

Arab youth have more national pride since the Arab Spring.

Q: How far do you agree or disagree with the following? (%)

IMPACT OF ARAB SPRING

Recent changes in my country make me feel anxious about what the future holds Following the uprising in the Arab world, I feel uncertain about the future of my country Following the events of the Arab Spring, I am more proud to be an Arab

Agree a lot / somewhat Disagree a lot / somewhat Don’t know

2012

49 46 4

2013

61 35 4

2013

11 87 3

2012

55 40 5

2013

66 28 5

Q: How far do you agree or disagree with the following? “Following the events of the Arab Spring, I am more proud to be an Arab” (%)

IMPACT OF ARAB SPRING

Don’t know Agree somewhat Agree a lot Disagree a lot Disagree somewhat

59 60 58 56 66 61 60 61 56 55 52 65 54 51 58 28 27 28 31 22 26 26 27 28 27 34 22 28 34 30 7 7 9 5 6 7 10 8 6 12 10 7

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC

65 24 9 60 26 6 58 28 8 7 4 3 2 3 6 5 2 9 4 4 6 3 5 2 4 5 4 4 3 2 4 3 6 2 3 2 4 2 1 3 4 4 2 1 6

Q: How far would you say each of the following influences you and your outlook on life? (% very influential)

INFLUENCERS

Base: Among All (don’t knows filtered)

Parents Religion Family Friends Community leaders Authors/ writers Politicians/ Government leaders Business leaders Media Music Sports figures Pop stars

16 19 28 29 30 30 31 33 49 66 69 73

Q: Which of the following is closest to your view? (%)

VALUES & BELIEFS

Base: Among All

Traditional values mean a lot to me, and ought to be preserved for generations to come Traditional values are

• utdated and belong in

the past. I am keen to embrace modern values and beliefs

2010 2011 2012 2013

83 17 65 35 60 40 68 33

3

Fair pay remains the top priority

• f Arab youth

Q: How important are each of the following to you? Top 10 ¡ (% very important)

IMPORTANCE OF FAIR PAY

Base: Among All (don’t knows filtered)

63 61 68 62 57 55 70 64 62 58 82 65 58 58 54 55 50 51 50 51 82 66 61 58 55 54 53 51 51 50

2011 2012 2013

B e i n g p a i d a f a i r w a g e O w n i n g m y

• w

n h

• m

e L i v i n g i n a d e m

• c

r a t i c c

• u

n t r y L i v i n g w i t h

• u

t f e a r

• f

t e r r

• r

i s m H a v i n g a c c e s s t

• t

h e b e s t c

• l

l e g e s / u n i v e r s i t i e s H a v i n g a c c e s s t

• h

i g h

• s

p e e d I n t e r n e t H a v i n g a c c e s s t

• r

e l i a b l e h e a l t h c a r e L i v i n g i n a s a f e n e i g h b

• u

r h

• d

B e i n g a b l e t

• g

e t m a r r i e d a n d s t a r t a f a m i l y B e i n g a b l e t

• a

ff

• r

d l u x u r i e s

Q: Which of the following is closest to your experience in the past 12 months?

JOB SECURITY

Base: Among All

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC

8 7 18 17 57 10 10 13 18 23 20 15 16 6 14 22 6 6 14 19 16 14 48 62 59 59 64 61 50 56 55 47 15 22 24 10 10 10 21 16 53 61 9 5 4 8 17 13 62 9 18 18 54 8 18 17 58 8 19 17 56 16 19 17 19 59 21 17 18 14 11 20

None of the above I have lost my job I know a friend who has lost his/her job I know a family member who has lost his/her job

Q: Would you prefer to work in government or for the private sector?

PREFERRED EMPLOYER

Base: Among All

46 32 44 50 58 48 54 49 38 38 48 46 24 44 52 42 43 26 41 27 14 23 20 8 23 23 22 12 40 26 13 17 21 15 16 18 25 14 15 19 17 27 14 17 15 25 14 14 12 15 14 14 13 14 15 15 12 12 16 13 10 13 15 16 50 43 13 24 14 14 15 28

Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC

No preference Don’t know Private sector Government

4

Home

• wnership is

increasingly important

Q: How important are each of the following to you? Top 10 (% very important)

HOME OWNERSHIP

Base: Among All (don’t knows filtered)

63 61 68 62 57 55 70 64 62 58 82 65 58 58 54 55 50 51 50 51 82 66 61 58 55 54 53 51 51 50

2011 2012 2013

B e i n g p a i d a f a i r w a g e O w n i n g m y

• w

n h

• m

e L i v i n g i n a d e m

• c

r a t i c c

• u

n t r y L i v i n g w i t h

• u

t f e a r

• f

t e r r

• r

i s m H a v i n g a c c e s s t

• t

h e b e s t c

• l

l e g e s / u n i v e r s i t i e s H a v i n g a c c e s s t

• h

i g h

• s

p e e d I n t e r n e t H a v i n g a c c e s s t

• r

e l i a b l e h e a l t h c a r e L i v i n g i n a s a f e n e i g h b

• u

r h

• d

B e i n g a b l e t

• g

e t m a r r i e d a n d s t a r t a f a m i l y B e i n g a b l e t

• a

ff

• r

d l u x u r i e s

Q: At what age do you expect to purchase your

• wn home? ¡ ¡ (%)

AGE OF FIRST-TIME BUYERS

Not including “Don’t know”

4 6 14 25 20 15 Already own my

• wn home

Before the age

• f 25

Between the ages

• f 26-30

Between the ages

• f 31-40

After the age

• f 40

Never

Among all

5

Rising living costs continue to be the top concern among Middle East youth

Q: How concerned would you say you are about each

• f the following issues? ¡ ¡ ¡ (% very concerned)

KEY CONCERNS

Base: Among All (don’t know filtered)

Rising cost of living Dangers of drugs Te economy Treat of terrorism Impact of the events of the Arab Spring Unemployment Opportunities for women

57 62 39 35 47 49 48 50 49 46 44 44 42 43 43 40 46 63

2011 2012 2013

Q: How concerned would you say you are about each

• f the following issues? ¡ ¡ ¡ (% very concerned)

KEY CONCERNS

Base: Among All (don’t know filtered)

61 51 51 48 45 42 42 41 40 40 63 48 49 46 47 42 43 46 38 41

Rising cost

• f living

Te economy Dangers of drugs Treat of terrorism Impact of the events of the Arab Spring Standard of living Opportunities for women Unemployment Transport and road safety Rise of Islamist movements/role

• f Islam in

political life

GCC Non GCC

6

Civil unrest and lack of democracy are the biggest barriers facing the region

Q: What do you believe is the biggest obstacle facing the Middle East?

OBSTACLES FACING MIDDLE EAST

Base: Among All

41 41 27 27 23 21 21 21 18 16 44 43 27 26 25 22 19 17

Civil unrest Lack of democracy Lack of Arab unity Israel-Palestinian conflict Lack of political direction Financial issues Treat of terrorism Lack of strong leadership Loss of traditional values

2012 2013

7

e UAE continues to be seen as a model nation

Q: Which country in the world would you like to live in? ¡ ¡ (%)

MODEL NATIONS

Base: Among All

Q: Which country in the world would you most like your country to be like? ¡ ¡ ¡ (%)

31 18 16 16 14

United Arab Emirates France United States Turkey Saudi Arabia

30 17 16 16 13

United Arab Emirates France United States Turkey China

MODEL NATIONS

Base: Among All

Q: As your country develops, which country’s model of growth and development

would you like your country to follow? ¡ ¡ ¡ (%)

20 11 11 11 9 7

United Arab Emirates China United States France Turkey Germany

8

Among nations

• utside MENA,

France regarded most favourably by Arab youth

Q: How favourable are you to the following countries? (Very favourable %)

MODEL NATIONS

Base: Among All (don’t know filtered)

France Germany China United Kingdom United States India

30 29 28 23 29 20 39 34 27 43 41 25 46 44 41 34 31 28 44 39 39 32 30 29

2010 2011 2012 2013

9

News consumption is falling and newspaper readership is hardest hit

Q: How often do you update yourself on news and current affairs? ¡ ¡ Daily (%)

NEWS CONSUMPTION

Base: Among All

18 52 46

2011 2012 2013

Q: Where do you get your news ¡ ¡ (%)

NEWS CONSUMPTION

Base: Among All

79 42 62 15 29 17 62 51 32 14 10 6 20 72 59 24 16 6 8 28

Television Online Newspapers Friends and family Radio Magazines Social Media

2011 2012 2013

10

Social media is becoming increasingly influential

Q: In your opinion what is the most trusted source of news? ¡ ¡ ¡ (%)

TRUSTED NEWS SOURCES

Base: Among All

2011 2012 2013

60 19 11 49 18 18 9 40 9 26 22

TV news channels Newspapers Websites Social Media

Q: What do you do when you are online? ¡ ¡ ¡ ¡(% Top 8)

INTERNET USAGE

Base: Among All 57 48 37 36 33 31 26 23 60 48 38 36 35 29 25 27

Listen to music E-Mail Download music Subscribe to a RSS feed

Online gaming Read news

Upload videos / photos / music Watching movies/ video clips

GCC Non GCC

Q: What do you on blogs? ¡ ¡ ¡ ¡(% Top 8)

BLOGS

Base: All who blog

Q: Where do the blogs that you read come from? ¡ ¡ ¡ ¡(%) Q: What kind of blogs do you read? ¡ ¡ ¡ ¡(%)

46 38 18 10

I read blogs I post on a blog I have my

• wn blog

I comment on

• ther people's

blogs

87 56 22

My country Te Middle East Te West

52 42 34 31 22 21 18

Fashion News and Current Affairs Celebrity News Technology Politics Health and Nutrition Cookery

TWITTER

Base: All who use Twitter

Q: inking about Twitter, which

• f the following applies to you? ¡ ¡ ¡ ¡ ¡(%)

Q: Where do the people you follow

• n Twitter come from? ¡ ¡ ¡ ¡ ¡(%)

Q: Who are the types of people that you tend to follow? ¡ ¡ ¡ ¡ ¡ ¡(%)

49 48 39 38 15 16

2012 2013

I will respond to

• ther peoples

tweets I actively post tweets I follow but do not post 92 67 13 93 68 14

My country Te Middle East Te West

2012 2013

F r i e n d s C e l e b r i t i e s J

• u

r n a l i s t s R e l i g i

• u

s L e a d e r s B u s i n e s s L e a d e r s S

• c

i a l C

• m

m e n t a t

• r

s P

• l

i t i c i a n s

86 45 21 12 12 9 9 87 46 21 12 12 10 9 2012 2013

FACEBOOK

Base: All who use Facebook

Q: inking about social networking, which of the following applies to you? ¡ ¡ ¡ ¡ ¡(%) Q: Where do the people you are friends with come from? ¡ ¡ ¡ ¡ ¡(%) Q: Who are the types of people that you are friends with on Facebook? ¡ ¡ ¡ ¡ ¡ ¡(%)

62 22 11 64 23 8

I have my own Facebook account that I actively update I have a Facebook account but don't tend to post or upload I don't have a Facebook account

2012 2013 94 50 19 94 51 18

My country Te Middle East Te West

2012 2013 Friends Celebrities Journalists Religious Leaders Political Activists Business Leaders Social Commentators Politicians

92 26 13 8 7 6 5 4 92 27 12 8 7 6 5 4 2012 2013

Majority of Arab youth believe that “our best days are ahead of us”. Arab youth have more national pride since the Arab Spring. Fair pay remains the top priority

• f Arab

youth. Home

• wnership

is increasingly important.

Rising living costs continue to be the top concern among Middle East youth. Civil unrest and lack of democracy are the biggest barriers facing the region.

e UAE continues to be seen as a model nation.

Among nations

• utside MENA,

France viewed most favourably by Arab youth.

News consumption is falling and newspaper readership is hardest hit.

Social media is becoming increasingly influential.

1 2 3 4 5 6 7 8 9 10

OUR BEST DAYS ARE AHEAD OF US

Algeria Bahrain Egypt Iraq Jordan Kuwait Lebanon Libya Morocco Oman Qatar Saudi Arabia Tunisia UAE Yemen

April 9, 2013 www.arabyouthsurvey.com