OUR BEST DAYS ARE AHEAD OF US April 9, 2013 www.arabyouthsurvey.com
Algeria Bahrain Egypt Iraq Jordan Kuwait Lebanon Libya Morocco Oman Qatar Saudi Arabia Tunisia UAE Yemen
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:
ORIGINAL COUNTRIES 2008-2010 UAE OMAN N=250 N=150
QATAR N=200
BAHRAIN N=200
KSA N=250
KUWAIT N=200
EGYPT N=250
JORDAN N=200
LEBANON N=200
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%
Alexandria 25%
Irbid 25%
Mansoura 25%
Zarqa 25%
Abu Dhabi 40%
Riyadh 40% Dammam 20%
Al Hawalli 30% Al Ahmadi 20% Al Farwaniya 30%
West Beirut 40% Tripoli 20%
NEW IN
NEW IN
NEW IN
2011
2012
2013
IRAQ N=200
TUNISIA N=200
LIBYA N=200
ALGERIA N=150
MOROCCO YEMEN N=200 N=150
Baghdad 50%
Tunis 50%
Tripoli 50%
Algiers 50%
Fes 25%
Sana’a 50%
Irbil 25%
Sfax 25%
Benghazi 25%
Oran 25%
Salé 25%
Al Hudaydah 25%
Basrah 25%
Susah 25%
Misrata 25%
Constantine 25%
Marrakech 25%
Ta’izz 25%
Casablanca 25%
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
Majority of Arab youth believe that “our best days are ahead of us�.
1
GENERAL OUTLOOK Q: Which of the following statements is closer to your view? 3
6
24
1
2
22
16
4 21
2
2
20
20
31
74
77
82
75
77
77
63
3 27
71
6 26
68
2
2
2
25
28
24
72
70
74
4 26
70
1 25
74
1 20
78
3
3
3
21
22
25
Don’t know
Our best days are behind us 76
76
72
Our best days are ahead of us Among all
Egypt
Jordan Kuwait
Qatar
Saudi Arabia
UAE
Oman Lebanon Bahrain
Iraq
Tunisia
Libya
Algeria Morocco Yemen
GCC Non-GCC
GENERAL OUTLOOK 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? (Right direction) % 88 66 65 67 55
58 46
53
77
71
83
71
70 63 56
55
80
55
55
52
50
48 44
56 48
49 42
37
52
43
48 49
21
Among Egypt all
Jordan Kuwait
Qatar
Saudi Arabia
UAE
Oman Lebanon Bahrain
2012
Iraq
2013
Tunisia
Libya
Algeria Morocco Yemen
GCC Non-GCC
DIRECTION OF ECONOMY Q: In general, do you think the economy in your country / the region is going in the right direction or in the wrong direction? 73 60 55
57 47
Among all
Egypt
67 65 64 65 61
61
58
49
76 65
63
65 58
55 48
46
Jordan Kuwait
Qatar
Saudi Arabia
UAE
51
49
Oman Lebanon Bahrain
National
Iraq
Regional
55 51
Tunisia
55 51
Libya
53
55
58
58
57 52
53
Algeria Morocco Yemen
53
56
GCC Non-GCC
IMPACT OF ARAB SPRING Q: Since the start of the events of the Arab Spring (in late 2010/early 2011), do you believe that your government has become: 7 12 11
11 14 13
8 8 8
26
26
10 8
6
8
7
8 5
1 10
9
6
12
17
14
7
5
10 21
9
10
8
7
14
11
11
10
11
36
23
22
24
24
26
26
22
33
37 16
Among Egypt Jordan Kuwait Qatar all
10 9
34
22
Saudi Arabia
18
UAE
18
19 23 25
14
Oman Lebanon Bahrain
20
Iraq
22
24
22
Tunisia Libya
Don’t know
Less transparent/ representative No more transparent/ representative
24
20
14 22
9
22
29
18
23
14
24
22
25
22
17
5
29 29
25
8
15
28 26
5
24
24 21
8
10
20
29
4
15 Algeria Morocco Yemen
A little more transparent/ representative Much more transparent/ representative
IMPACT OF ARAB SPRING Q: How far do you agree or disagree with the following? (%) Agree a lot / somewhat
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
Disagree a lot / somewhat
2012
72
2013
70
2012
71
2013
2012 2013
74
Don’t know
24 24
4 7
24
5
17
10
68
28
4
67
30
3
Arab youth have more national pride since the Arab Spring.
2
IMPACT OF ARAB SPRING Q: How far do you agree or disagree with the following? (%) Agree a lot / somewhat
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
2012
46
2013
2013
Don’t know
49
35
2012 2013
Disagree a lot / somewhat
4
61
40
4
55
28
5 5
66
87
11
3
IMPACT OF ARAB SPRING 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” (%) 3 4 7
28
3 2 7
27
6 7
28
5 1 9
9 2
22
4 4 5
26
3 6 6 26
31
2 5 6
27
5 4 7
4 4 10
28
27
2 3 8
3 4 6
2 6
2 3 10
4 7
1 2 9
4 3 6
2 4 8
24
26
28
12 34
22
28
30 34
Don’t know Don’t know
Disagree a lot Disagree a lot
Disagree somewhat Disagree somewhat 59
58 60
56
66
61
60
61
56
55
52
65
54
51
58
65
60
58
Agree somewhat Agree somewhat
Agreeaa lot lot Agree Among Egypt all
Jordan Kuwait
Qatar
Saudi Arabia
UAE
Oman Lebanon Bahrain
Iraq
Tunisia
Libya
Algeria Morocco Yemen
GCC Non-GCC
INFLUENCERS Q: How far would you say each of the following influences you and your outlook on life? (% very influential) 73 69
66
49
33
31
30
30
29
28 19
Parents
Religion
Family
Friends
Base: Among All (don’t knows filtered)
Community leaders
Authors/ writers
Politicians/ Government leaders
Business leaders
Media
Music
Sports figures
16
Pop stars
VALUES & BELIEFS Q: Which of the following is closest to your view? (%)
68
65
60
83
35
33
40
17 2010
Base: Among All
2011
2012
2013
Traditional values mean a lot to me, and ought to be preserved for generations to come Traditional values are outdated and belong in the past. I am keen to embrace modern values and beliefs
Fair pay remains the top priority of Arab youth
3
IMPORTANCE OF FAIR PAY Q: How important are each of the following to you? Top 10 (% very important) Â
2011
2012
2013
82 82 63
Be
i
ng
pa
id
a
fa
i
rw
61
ag
O
e
w
ni
ng
y
m
L
ow
i iv
n
58
m ho
ng
in
70
68
65 66
a
e
d
em
oc
ra
c ti
co
v Li
tr un
in
gw
H
62
61
y
f ut o ith
i av
n
ea
c ga
r
ce
s
t of
o st
Base: Among All (don’t knows filtered)
er
58 58
is or
57
m
r
e th
s be
tc
o
l le
ge
H
un s/
i av
iv
e
a ng
it rs
cc
55 55 54
54 55
ie
s es
s
to
h
h ig
-s
e pe
H
d
in av
r te In
ga
50
t ne
e cc
ss
t
el or
ia
64
b
ea el h
Li
c lth
vi
53
51 51
e ar
i ng
n
a
f sa
Be
i
e en
a ng
62
bl
h ig
u
bo
o et
ge
oo rh
tm
ar
50 51
d
d rie
d an
58
a st
rt
a
m fa
B
n ei
51 50
i ly
ga
e bl
to
a
rd ffo
lu
r xu
ie
s
JOB SECURITY Q: Which of the following is closest to your experience in the past 12 months?
None of the above 57
48
50 62
59
64
59
15 15
18 8
23 10
Among Egypt all
14
16
22
7
6
18 19
24
6 Qatar
10 Saudi Arabia
14 6 UAE
10
55
59
53
61
54 62
58
56
17
17
22
21
13 14
Jordan Kuwait
Base: Among All
16
18
56
61
20 17
47
10
17 9
Oman Lebanon Bahrain
16
14 19 20
18 19
21 17
16
11
5
10
Iraq
Tunisia
Libya
4
13 17
18
18
19
8
9
8
8
Algeria Morocco Yemen
GCC Non-GCC
I know a friend who has lost his/her job I know a family member who has lost his/her job I have lost my job
PREFERRED EMPLOYER Q: Would you prefer to work in government or for the private sector? 14 14
12
15
14
13
14
14
14 8
15
41
27
23
16
15
10
13
16
13
15
14
14
17
17
13
15
18
16
15
17
15
23 23
14
14
Don’t know
12
12
20 26
12
22
40 26
21
24
15
No preference
24
19 25
13
27
28
25
Private sector 46 32
Among Egypt all
44
50
Jordan Kuwait
Base: Among All
58
Qatar
48
54
46 49
Saudi Arabia
UAE
38
38
Oman Lebanon Bahrain
48
Iraq
44
Tunisia
Libya
52 42
43
Algeria Morocco Yemen
50
43
GCC Non-GCC
Government
Home ownership is increasingly important
4
HOME OWNERSHIP Q: How important are each of the following to you? Top 10 (% very important) 2011
2012
2013
82 82 63
i Be
ng
p
d ai
a
i fa
rw
61
ag
O
e
w
ni
ng
y
m
ow
Li
v
n
58
m ho
g in
e ti
in
70
68
65 66
a
de
m
o
a cr
o cc
Li
tr un
n vi
gw
H
62
61
y
f ut o ith
av
g in
a
r ea
e cc
Base: Among All (don’t knows filtered)
o
ss
e ft
t
r
58 58
r is ro
b he t o
57
m
t es
l le co
s ge
H
/u
i av
v ni
n
er
c ga
ie sit
ce
s
55 55 54
54 55
s
o st
h
ig
s h-
pe
H
ed
i av
t In
a ng
c
ce
t ss
e or
53
50
t ne r e b lia
64
l
ea eh
lt
v Li
a hc
in
g
51 51
re
in
as
i Be
af
ei en
ng
l ab
62
g
ou hb
et
e og
oo rh
tm
50 51
d
r ar
ie
d
d an
58
st
a
a rt
f
am
Be
i
51 50
i ly
a ng
bl
o et
aff
d or
x lu
ie ur
s
AGE OF FIRST-TIME BUYERS Q: At what age do you expect to purchase your own home? (%)
25
20
15
14
6 4
Already own my own home
Before the age of 25
Between the ages of 26-30
Between the ages of 31-40
Among all
Not including “Don’t know”
After the age of 40
Never
Rising living costs continue to be the top concern among Middle East youth
5
KEY CONCERNS Q: How concerned would you say you are about each of the following issues? (% very concerned)
57
Rising cost of living 39
Dangers of drugs The economy
49 50
35
48 49
Threat of terrorism
46 47
Impact of the events of the Arab Spring
Base: Among All (don’t know filtered)
2011 2012
46
2013 42
Unemployment Opportunities for women
63 62
40
44 44
43 43
KEY CONCERNS Q: How concerned would you say you are about each of the following issues? (% very concerned)
GCC 61
Non GCC
63
51
Rising cost of living
48
The economy
51
49
Dangers of drugs
Base: Among All (don’t know filtered)
48
46
Threat of terrorism
45
47
Impact of the events of the Arab Spring
42 42
Standard of living
42 43
46 41
Opportunities Unemployment for women
40
38
Transport and road safety
40 41
Rise of Islamist movements/role of Islam in political life
Civil unrest and lack of democracy are the biggest barriers facing the region
6
OBSTACLES FACING MIDDLE EAST Q: What do you believe is the biggest obstacle facing the Middle East? 44
2012
43
41
2013
41
27 27
27 26
25 23
21 22
21 21 18
19 16
Civil unrest
Lack of democracy
Base: Among All
Lack of Arab unity
Israel-Palestinian conflict
Lack of political direction
Financial issues
Threat of terrorism
Lack of strong leadership
17
Loss of traditional values
7
e UAE continues to be seen as a model nation
MODEL NATIONS Q: Which country in the world would you like to live in? (%) 31
United Arab Emirates
18
16
16
14
France
United States
Turkey
Saudi Arabia
Q: Which country in the world would you most like your country to be like? (%) 30
United Arab Emirates
Base: Among All
17
16
16
France
United States
Turkey
13
China
MODEL NATIONS Q: As your country develops, which country’s model of growth and development would you like your country to follow? (%)
20 11
United Arab Emirates
Base: Among All
China
11
United States
11
France
9
Turkey
7
Germany
8
Among nations outside MENA, France regarded most favourably by Arab youth
MODEL NATIONS Q: How favourable are you to the following countries? (Very favourable %) 2010 46
44
2011
2012
44 41
39
39
43
29
41
39
34 30
2013
34
32 29
28 27
31 30
28 29 25
23 20
France
Germany
Base: Among All (don’t know filtered)
China
United Kingdom
United States
India
9
News consumption is falling and newspaper readership is hardest hit
NEWS CONSUMPTION Q: How often do you update yourself on news and current affairs? Daily (%)
52 46
18
2011
Base: Among All
2012
2013
NEWS CONSUMPTION Q: Where do you get your news
(%)
79 72 62
59
62
51 42 32
29
24 15
14
28 20
17
16 10
6
6
8 0
Television
Online
Newspapers
Friends and family
2011
Base: Among All
2012
Radio
2013
Magazines
Social Media
Social media is becoming increasingly influential
10
TRUSTED NEWS SOURCES Q: In your opinion what is the most trusted source of news? (%)
2011
60
2012
2013
49 40
26 19
18 9
TV news channels
Base: Among All
Newspapers
22
18 11
9
Websites
Social Media
INTERNET USAGE Q: What do you do when you are online?
(% Top 8)
GCC
57
Non GCC
60
48
48 37
Listen to music
Base: Among All
38
Download music
36
36
Subscribe to a RSS feed
33
35
Online gaming
31
29
Read news
26
25
27 23
Upload videos / Watching movies/ photos / music video clips
BLOGS Q: What do you on blogs? (% Top 8)
46
Q: Where do the blogs that you read come from? (%)
38
87 18
I read blogs
I post on a blog
I have my own blog
56
10
22
I comment on other people's blogs
My country
Q: What kind of blogs do you read? (%)
52
Fashion
42
34
31
News and Celebrity Technology Current News Affairs
Base: All who blog
22
21
18
Politics
Health and Nutrition
Cookery
The Middle East
The West
TWITTER Q: inking about Twitter, which of the following applies to you? (%)
Q: Where do the people you follow on Twitter come from? (%)
I will respond to other peoples tweets 2012
I actively post tweets 49
48
39
38
2012
67
2013
My country
2012
2013 87 45
46 21
ds ir en F
rit leb e C
ies ur Jo
l na
21
s ist us io le ig
R
Base: All who use Twitter
12
12
rs de a Le
s es in s Bu
2013
68 13
Q: Who are the types of people that you tend to follow? (%)
86
93
I follow but do not post
16
15
92
12
rs de a Le c ia So
12
9
s or at t en m om lC
9
10
l Po
c ia iti
9
ns
The Middle East
14
The West
FACEBOOK Q: inking about social networking, which of the following applies to you? (%) 2012
2012
2013
I have my own Facebook account that I actively update
8
23
22
I have a Facebook account but don't tend to post or upload
I don't have a Facebook account
92 2013 26
27
12 8
8
7
7
6
6
5
5
4
s ts ts rs rs rs ns ie is to ia lis de de it v c a r a i a a i t t e e b n lit le en Ac ur sL sL l s o m u Po Ce a e J m io n ic si Co lig lit u l e o B a R P ci So
Base: All who use Facebook
94 50
2012
13
94
11
Q: Who are the types of people that you are friends with on Facebook? (%)
ds en i Fr
2013
64
62
92
Q: Where do the people you are friends with come from? (%)
4
51 19
My country
The Middle East
18
The West
1 Majority of Arab youth believe that “our best days are ahead of us”.
6 Civil unrest and lack of democracy are the biggest barriers facing the region.
2
3
4
5
Arab youth have more national pride since the Arab Spring.
Fair pay remains the top priority of Arab youth.
Rising living costs continue Home to be the top ownership concern is increasingly among Middle important. East youth.
7
8
9
10
e UAE continues to be seen as a model nation.
Among nations outside MENA, France viewed most favourably by Arab youth.
News consumption is falling and newspaper readership is hardest hit.
Social media is becoming increasingly influential.
OUR BEST DAYS ARE AHEAD OF US April 9, 2013 www.arabyouthsurvey.com
Algeria Bahrain Egypt Iraq Jordan Kuwait Lebanon Libya Morocco Oman Qatar Saudi Arabia Tunisia UAE Yemen