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 N=250 OMAN 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% Sharjah 20% Abu Dhabi 40% Muscat 50% Batinah 50% Doha 55% Al Rayyan 45% Manama 100% Jeddah 40% Riyadh 40% Dammam 20% Kuwait City 20% Al Hawalli 30% Al Ahmadi 20% Al Farwaniya 30% Cairo 50% Alexandria 25% Mansoura 25% Amman 50% Irbid 25% Zarqa 25% East Beirut 40% West Beirut 40% Tripoli 20%
NEW IN 2011 NEW IN 2012 NEW IN 2013 IRAQ N=200 TUNISIA N=200 LIBYA N=200 ALGERIA N=150 MOROCCO N=200 YEMEN 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
1Majority of Arab youth believe that our best days are ahead of us.
GENERAL OUTLOOK Q: Which of the following statements is closer to your view? 3 6 1 2 4 2 2 3 6 2 2 2 4 1 1 3 3 3 24 31 22 16 21 20 20 27 26 25 28 24 26 25 20 21 22 25 Don t know 74 63 77 82 75 77 77 71 68 72 70 74 70 74 78 76 76 72 Our best days are behind us 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) % 66 65 67 71 88 77 83 80 70 63 71 55 58 46 53 55 52 56 55 37 50 44 48 55 48 42 43 56 49 52 4849 21 Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC 2012 2013
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? 55 60 49 57 47 58 46 61 73 67 65 64 65 48 55 63 61 51 65 49 58 55 51 51 55 53 55 58 52 57 53 58 65 53 56 76 Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC National Regional
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 26 23 22 11 14 13 21 25 16 8 10 8 8 8 7 26 29 26 25 23 22 6 8 5 17 28 37 8 9 14 24 22 22 1 10 6 20 29 33 7 5 4 8 8 7 5 8 5 10 12 21 14 11 11 10 17 14 10 9 10 11 10 9 9 15 24 36 22 34 24 29 22 26 29 24 24 26 24 20 22 18 18 14 19 23 25 20 18 22 22 24 14 15 Don t know Less transparent/ representative No more transparent/ representative A little more transparent/ representative Much more transparent/ representative Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen
IMPACT OF ARAB SPRING Q: How far do you agree or disagree with the following? (%) Agree a lot / somewhat Disagree a lot / somewhat Don t know Following the uprisings across the Arab world, I feel the Arab world is better off 2012 72 24 4 2013 70 24 7 As a result of the uprising, I feel I will be better off in five years 2012 71 24 5 2013 74 17 10 Following the uprising, I am personally better off now than I was a year ago 2012 68 28 4 2013 67 30 3
2Arab youth have more national pride since the Arab Spring.
IMPACT OF ARAB SPRING Q: How far do you agree or disagree with the following? (%) Agree a lot / somewhat Disagree a lot / somewhat Don t know Recent changes in my country make me feel anxious about what the future holds 2012 46 49 4 2013 35 61 4 Following the uprising in the Arab world, I feel uncertain about the future of my country 2012 40 55 5 2013 28 66 5 Following the events of the Arab Spring, I am more proud to be an Arab 2013 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 5 4 3 2 5 4 2 6 1 9 4 6 5 4 4 7 7 9 2 5 6 6 7 10 27 28 31 22 26 26 27 28 27 2 3 3 4 8 6 34 2 6 12 22 28 2 4 1 3 2 7 9 10 34 30 24 4 3 6 26 2 4 8 28 Don t know Disagree a lot Disagree somewhat 59 60 58 56 66 61 60 61 56 55 52 65 54 51 58 65 60 58 Agree somewhat Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC Agree a lot
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 16 Parents Religion Family Friends Community leaders Authors/ writers Politicians/ Government leaders Business leaders Media Music Sports figures Pop stars Base: Among All (don t knows filtered)
VALUES & BELIEFS Q: Which of the following is closest to your view? (%) 68 83 65 60 Traditional values mean a lot to me, and ought to be preserved for generations to come 33 17 35 40 Traditional values are outdated and belong in the past. I am keen to embrace modern values and beliefs 2010 2011 2012 2013 Base: Among All
3Fair pay remains the top priority of Arab youth
IMPORTANCE OF FAIR PAY Q: How important are each of the following to you? Top 10 (% very important) 82 82 63 65 66 61 68 61 62 58 58 58 2011 2012 2013 70 64 62 57 58 54 55 55 55 54 53 50 51 51 50 51 51 50 Being paid a fair wage Owning my own home Living in a democratic country Living without fear of terrorism Having access to the best colleges/universities Having access to high-speed Internet Having access to reliable healthcare Living in a safe neighbourhood Being able to get married and start a family Being able to afford luxuries Base: Among All (don t knows filtered)
JOB SECURITY Q: Which of the following is closest to your experience in the past 12 months? None of the above 57 48 62 59 59 64 61 50 47 56 55 59 53 61 62 54 58 56 I know a friend who has lost his/her job 20 17 14 18 15 16 19 18 23 16 22 13 14 14 8 10 7 6 6 10 6 15 22 14 16 18 19 19 13 24 21 20 21 17 17 17 16 10 10 9 11 5 10 4 8 18 18 9 17 18 8 17 19 8 I know a family member who has lost his/her job I have lost my job Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC Base: Among All
PREFERRED EMPLOYER Q: Would you prefer to work in government or for the private sector? 14 14 26 12 15 41 14 14 27 13 14 23 14 8 20 15 15 23 12 12 23 16 13 22 10 13 16 13 12 17 15 18 40 26 21 24 15 16 25 14 15 19 14 17 17 15 27 25 14 14 13 15 24 28 Don t know No preference Private sector 46 32 44 50 58 48 54 49 38 38 48 46 44 52 42 43 50 43 Government Among all Egypt Jordan Kuwait Qatar Saudi Arabia UAE Oman Lebanon Bahrain Iraq Tunisia Libya Algeria Morocco Yemen GCC Non-GCC Base: Among All
4Home ownership is increasingly important
HOME OWNERSHIP Q: How important are each of the following to you? Top 10 (% very important) 82 82 63 65 66 61 68 61 62 58 58 58 2011 2012 2013 70 64 62 57 58 54 55 55 55 54 53 50 51 51 50 51 51 50 Being paid a fair wage Owning my own home Living in a democratic country Base: Among All (don t knows filtered) Living without fear of terrorism Having access to the best colleges/universities Having access to high-speed Internet Having access to reliable healthcare Living in a safe neighbourhood Being able to get married and start a family Being able to afford luxuries
AGE OF FIRST-TIME BUYERS Q: At what age do you expect to purchase your own home? (%) 25 20 14 15 6 4 Already own my own home Before the age of 25 Between the ages of 26-30 Between the ages of 31-40 After the age of 40 Never Among all Not including Don t know
5Rising living costs continue to be the top concern among Middle East youth
KEY CONCERNS Q: How concerned would you say you are about each of the following issues? (% very concerned) Rising cost of living 57 63 62 Dangers of drugs 39 49 50 The economy 35 48 49 2011 Threat of terrorism 46 47 2012 Impact of the events of the Arab Spring Unemployment 42 44 44 46 2013 Opportunities for women 40 43 43 Base: Among All (don t know filtered)
KEY CONCERNS Q: How concerned would you say you are about each of the following issues? (% very concerned) 61 63 GCC Non GCC 51 51 48 49 48 46 47 45 46 42 42 42 43 41 40 40 38 41 Rising cost of living The economy Dangers of drugs Threat 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 of Islam in political life Base: Among All (don t know filtered)
6Civil unrest and lack of democracy are the biggest barriers facing the region
OBSTACLES FACING MIDDLE EAST Q: What do you believe is the biggest obstacle facing the Middle East? 44 41 41 43 2012 2013 27 27 27 26 23 25 21 22 21 21 18 19 16 17 Civil unrest Lack of democracy Lack of Arab unity Israel-Palestinian conflict Lack of political direction Financial issues Threat of terrorism Lack of strong leadership Loss of traditional values Base: Among All
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 18 16 16 14 United Arab Emirates France United States Turkey Saudi Arabia Q: Which country in the world would you most like your country to be like? (%) 30 17 16 16 13 United Arab Emirates France United States Turkey China Base: Among All
MODEL NATIONS 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 Base: Among All
8Among nations outside MENA, France regarded most favourably by Arab youth
MODEL NATIONS Q: How favourable are you to the following countries? (Very favourable %) 2010 2011 2012 2013 39 46 44 44 41 39 39 43 41 30 29 34 28 27 23 34 32 29 31 30 20 25 28 29 France Germany China United Kingdom United States India Base: Among All (don t know filtered)
9News 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 2012 2013 Base: Among All
NEWS CONSUMPTION Q: Where do you get your news (%) 79 72 62 59 62 51 42 32 24 15 14 16 29 10 6 17 6 8 0 20 28 Television Online Newspapers Friends and family Radio Magazines Social Media 2011 2012 2013 Base: Among All
0Social media is becoming increasingly influential
TRUSTED NEWS SOURCES Q: In your opinion what is the most trusted source of news? (%) 60 2011 2012 2013 49 40 19 18 18 26 22 9 11 9 TV news channels Newspapers Websites Social Media Base: Among All
INTERNET USAGE Q: What do you do when you are online? (% Top 8) GCC Non GCC 57 60 48 48 37 38 36 36 35 33 31 29 26 25 23 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 Base: Among All
BLOGS Q: What do you on blogs? (% Top 8) Q: Where do the blogs that you read come from? (%) 46 38 18 10 87 56 I read blogs I post on a blog I have my own blog I comment on other people's blogs My country The Middle East The West 22 Q: What kind of blogs do you read? (%) 52 42 34 31 22 21 18 Fashion News and Current Affairs Celebrity News Technology Politics Health and Nutrition Cookery Base: All who blog
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 49 48 39 38 15 16 I actively post tweets I follow but do not post 92 93 67 68 13 2012 2013 14 2012 2013 My country The Middle East The West Q: Who are the types of people that you tend to follow? (%) 2012 86 87 2013 45 46 21 21 12 12 12 12 9 10 9 9 Friends Celebrities Journalists Religious Leaders Base: All who use Twitter Business Leaders Social Commentators Politicians
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 2 3 4 5 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 of Arab youth. Home ownership is increasingly important. Rising living costs continue to be the top concern among Middle East youth. 6 7 8 9 10 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 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