Академический Документы
Профессиональный Документы
Культура Документы
www.ictqatar.qa/en/rassed
Introduction. 3
Top Ten Findings. 4
Usage of social networks. 6
1.1 Usage versus awareness. 7
1.2 Heavy versus Light users. 9
1.3 Evolving social media habits. 11
1.4 Newer networks versus older platforms. 12
Activities. 14
2.1 Sharing photos. 15
2.2 Finding out about latest news 16
2.3 Online Shopping. 17
Endnotes.. 35
Introduction
The impact of social media on the global
communications landscape over the past decade has
been profound. During that time, social networks
have become mainstream, as social channels have
grown from nascent services to media behemoths.1
New global and niche networks2 have emerged,
and with it changes in our behavior and language.
From taking selfies - an activity understood, and
engaged in, by young children as well as teens
and adults - through to emerging concepts like
oversharing and FOMO (Fear of Missing Out)3
social media has not just changed what we do, but
also how we do it.
This dramatic growth and its associated social and
behavioral impacts - has been driven by a number
of factors, including the emergence of smartphones
and the growth of Internet usage around the globe.
There are now over 3 billion Internet users and
2 billion social media users5 with 1.6 billion active
mobile social accounts6. And as smartphone
adoption continues to grow, we can expect to see
an even greater convergence between these three
indices.
4
01
02
03
04
05
4
Usage of
social
networks
This includes established services like BBM and Instagram; and emerging channels like
Snapchat (77% versus 47% for the total Internet population) and Path (25% versus
12%).
Key insights:
The majority of social networkers are light users
of particular networks.
Typically, three-quarters of users fell into this bracket,
using a given social channel for less than 3 hours
a day. However, their combined usage across all
channels might exceed this amount.
10
Key insights:
All networks have seen an increase in usage
amongst some users.
With WhatsApp (+44%), Instagram (+41%)
and Snapchat (34%) all seeing significant gains.
Nonetheless, all networks are also witnessing
declines in usage among some of their users too; with
WhatsApp (-17%) and Instagram (-18%) witnessing
the smallest reductions.
11
Key insights:
Facebook is more popular among non-Qataris.
94% expressed an awareness of this social network,
with 84% having used it. At 90%, awareness levels
amongst Qataris were almost identical, but usage at
44% - was almost half that of both awareness levels
and the level of usage by non-Qataris.
12
In terms of newer networks (see Figure 6); our analysis showed that:
13
Facebook and WhatsApp were the top platforms for all 14 activity
areas we asked about.
This included sharing photos and videos, meeting new people, asking questions, as
well as sharing views and opinions.
Activities
52% of expats use Facebook to find about the news compared to just 12% of
Qataris. Over a third (34%) of Qataris use WhatsApp for this purpose too (compared
to 21% of non-Qataris). 25% of Qataris also use Twitter (versus 12% for expats.)
14
15
Key insights:
Gender variances were less pronounced than might
otherwise be expected.
Instead, we found that differences tended to split
more down lines of nationality
16
As a result of these emerging behaviors, we asked if social media users in Qatar are following this trend
(see Figure 8).
Key insights:
Across Qatar, Facebook is the primary social
channel for finding out the latest news.
It is used by 48% of respondents, just under half of
all social media users in Qatar. WhatsApp is the next
most popular channel (38%) for this activity.
17
Key insights:
Qataris and females are the most likely to use social
media for e-Commerce purposes.
Although it should be noted that only 17% of our full
sample does so.
18
Drivers
and
motivations
78% of Qatari women look for social networks with a wide range
of features.
Qatari men also highlighted this appeal (63%). For non-Qataris, this matters less.
46% of non-Qatari males and 43% of non-Qatari females agreed that this was an
important consideration when considering usage of a social network.
Changes in features and design are not a big driver for churn. But
over a fifth of respondents would consider leaving a network if it
was too time consuming.
Boredom is potentially the top trigger for social media churn
among women.
Qatari women, 49% of them in our survey, claimed this; along with 35% of
non-Qatari women.
19
Key insights:
20
Key insights:
20% of users would consider leaving a network if
it is not mobile friendly.
21
Key insights:
22
23
85% felt that social media is helping to spread rumors and false
information.
This was the most negative aspect of social media identified by our study.
Interestingly, social media users typically hold this view, irrespective of their age,
nationality or gender.
Concerns
and
solutions
24
Key insights:
85% felt that social media is helping to spread
rumors and false information.
It is worth reiterating that this figure is derived from a
sample of Internet users. If non-users were included
in this study then this percentage might be higher
still. This concern - around the spreading of rumors
and false information - was the most negative aspect
of social media identified by our study.
25
4.2 Rumors
Given that 85% of our survey agreed with the
statement that social media is helping to spread
rumors and false information (see Figure 14) we
felt that this was a question which merited further
analysis.
26
27
28
29
We dived deeper into these answers to unearth more insights related to Qatari social network users (see
Figure 19). This revealed that:
30
31
Methodology
ictQATAR commissioned Ipsos MENA to conduct this
research. Given the unique population structure of
Qatar we boosted the sample of Qatari nationals. We
had a confidence level of 95%.
Fieldwork was undertaken between 1st September
2014 and October 16th 2014
The questionnaire was developed by the Rassed team
at ictQATAR in conjunction with Ipsos.
32
33
Weighting
There are various methods to weigh the data. Ipsos
uses one of the most accurate methods called Rim
Weighting; and this weighting method has been used
in this study.
Rim Weighting ensures that each individual is weight
for all the parameters that he/she is present in.
34
Endnotes
1. Facebook, for example, expanded from being a service typically only used by University students to a commercial entity with a
global user base of 1.35 billion monthly active users. See: Facebook, Newsroom. Available at:
http://newsroom.fb.com/compammny-info/Figure as of September 30, 2014
2. For example Google+, Twitter and LinkedIn
3. 56 % of US social networkers, according to a survey from June 2013, stated they were afraid of missing news on social networks:
Statista Portal, Percentage of U.S. social networks who suffer from FOMO as of June 2013. Available at:
http://www.statista.com/statistics/262138/percentage-of-us-social-networks-who-suffer-from-fomo/.
4. Anon, Internet Live Stats. Available at: http://www.internetlivestats.com/.
5. Kemp, S., 2014. Internet Users Pass 3 Billion Mark. We Are Social.
Available at: http://wearesocial.sg/blog/2014/11/internet-users-pass-3-billion/.
6. Ibid
7. Rassed, Infographic: Social Media Digest, top stories from Q3, 2014. SlideShare. Available at:
http://www.SlideShare.net/ictQATAR/infographic-social-media-digest.
and Rassed, 2014. Infographic: Digital Digest Q2 Summary. SlideShare. Available at:
http://www.SlideShare.net/ictQATAR/infographic-digital?related=1.
and Rassed, 2014b. Social Media Use In Qatar: The Story Of 2013. SlideShare. Available at:
http://www.SlideShare.net/ictQATAR/social-media-use-in-qatar-2013-pub-feb-14.
8. Anon, Arab Social Media Report. Available at: http://www.arabsocialmediareport.com/home/index.aspx.
9. Anon, 2014b. Spring Tide: The new era for video news in the Middle East and North Africa. AP. Available at:
http://marketing.ap.org/videonewsinsightsmena?webSyncID=a6c0b09f-95ad-4ab0-92fa-106dca29b49a.
10. Anon, 2014. Social media in Saudi Arabia: A virtual revolution. The Economist. Available at:
http://www.economist.com/news/middle-east-and-aca/21617064-why-social-media-have-greater-impact-kingdomelsewhere-virtual
and Dennis, E., Martin, J. & Wood, R., 2014. Media Use in the Middle East: An Eight-Nation Survey by Northwestern University in
Qatar, Doha: University of Northwestern Qatar. Available at:
http://menamediasurvey.northwestern.edu/
and Dennis, E., Martin, J. & Wood, R., 2013. Media Use in the Middle East: An Eight Nation Survey, Available at:
https://www.refme.com/home#/new-reference/manual/report.
11. Dennis, E., Martin, J. & Wood, R., 2014. Media Use in the Middle East: An Eight-Nation Survey by Northwestern University in
Qatar, Doha: University of Northwestern Qatar. Available at:
http://menamediasurvey.northwestern.edu/
12. Examples include Qatar Living, I Love Qatar and QatarShares.
13. Dennis, E., Martin, J. & Wood, R., 2013. Media Use in the Middle East: An Eight Nation Survey, Available at:
https://www.refme.com/home#/new-reference/manual/report.
14. For example, see: Anderson, M. & Caumont, A., 2014. How social media is reshaping news. Available at:
http://www.pemwresearch.org/fact-tank/2014/09/24/how-social-media-is-reshaping-news/.
35
and Morrison, K., 2014. How Social Media Changed the Way We Consume News [Infographic]. Available at:
http://socialtimes.com/social-media-changed-way-consume-news-infographic_b143141
and American Press Institute, 2014. The Personal News Cycle: How Americans choose to get their news, Available at:
http://www.americanpressinstitute.org/publications/reports/survey-research/personal-news-cycle/.
15. See: BBC News Technology, 2014. Amazon launches shopping via Twitter. BBC NEWS Technology. Available at:
http://www.bbc.com/news/technology-27289401
and Jung, P., Social media is a highly valuable tool for retailers. The Guardian. Available at:
http://www.theguardian.com/media-network-partner-zone-ebay/social-media-retail-brands-ebay.
and eMarketer, 2014. Retailers Use Social to Spur Shopping, Research. Available at:
http://www.emarketer.com/Article/Retailers-Use-Social-Spur-Shopping-Research/1010595.
16. Bever, D., 10 billion photos. Facebook. Available at:
https://www.facebook.com/note.php?note_id=30695603919.
17. Smith, C., 2013. Facebook Users Are Uploadintg 350 Million New Photos Each Day. Business Insider. Available at:
http://www.businessinsider.com/facebook-350-million-photos-each-day-2013-9
18. See: Anderson, M. & Caumont, A., 2014. How social media is reshaping news. Available at:
http://www.pewresearch.org/fact-tank/2014/09/24/how-social-media-is-reshaping-news/.
and Levy, D., 2014. Blogging, Journalism and News Consumption. Reuters Institute for the study of Journalism. Available at:
http://www.politics.ox.ac.uk/materials/podcasts/250214_Academic_Blogging/Levy_David_AcademicBlogging_Feb14.pdf.
and ComScore, 2011. http://www.iab.net/media/file/Digital%2BOmnivores.pdf. Available at:
http://www.iab.net/media/file/Digital%2BOmnivores.pdf.
19. Google, definition social sharing. Available at: https://www.google.com/webhp?sourceid=chrome-instant.
20. Miller, C., 2014. Why BuzzFeed Is Trying to Shift Its Strategy. New York Times. Available at:
http://www.nytimes.com/2014/08/13/upshot/why-buzzfeed-is-trying-to-shift-its-strategy.html?_r=2&abt=0002&abg=0
Last summer, 40 percent of traffic came from search engines, and 14 percent came from social networks. This summer, about 29
% of traffic comes from each.
21. Anon, 2014b. Spring Tide: The new era for video news in the Middle East and North Africa. AP. Available at:
http://marketing.ap.org/videonewsinsightsmena?webSyncID=a6c0b09f-95ad-4ab0-92fa-106dca29b49a.
22. Burson-Marsteller EMEA, 2014. 6th Annual Asdaa Burson-Marsteller Arab Youth Survey. Available at: http://bit.ly/1lgPQH6.
23. ictQATAR, 2014c. Trust in social media as a news source growing fast in MENA. Available at:
http://www.SlideShare.net/ictQATAR/digital-digest-q2-2014/8.
24. In the USA, data from the Pew Research Center suggests that just over half of Twitter users get news on those sites; equating
to nearly one-in-ten U.S. adults (8%). See: Holcomb, J., Gottfried, J. & Mitchelle, A., 2013. News Use Across Social Media
Platforms. Pew Research Journalism Project. Available at:
http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/.
and Mitchelle, A. & Guskin, E., 2013. Twitter News Consumers: Young, Mobile and Educated. pew Research Journalism Project.
Available at:
http://www.journalism.org/2013/11/04/twitter-news-consumers-young-mobile-and-educated/.
25. Radcliffe, D., 2014a. 10 New Innovations In eCommerce. HuffPost TECH. Available at:
http://www.huffingtonpost.co.uk/damian-radcliffe/10-innovations-in-ecommer_b_5817386.html.
26. Gillet, R., How The Most Successful Brands Dominate Instagram, And You Can Too. FastCompany. Available at:
http://www.fastcompany.com/3029395/bottom-line/how-the-most-successful-brands-dominate-instagram-and-you-can-too.
36
27. Fiegerman, S., 2014. Brands Are Coming to Snapchat. Will Users Disappear? Mashable. Available at:
http://mashable.com/2014/01/09/snapchat-brands-future/
28. Issac, M., 2013. Pay Attention, Snapchat! Chinas WeChat Messaging App Does E-Commerce Well. Wall Street Journal.
Available at: http://allthingsd.com/20131129/pay-attention-snapchat-chinas-wechat-messaging-app-does-e-commerce-well/.
29. See: Anon, 2014a. Cash on Delivery in Qatar, Oman, Bahrain & Kuwait. Aido.com-Official Blog of Aido Online Megastore.
Available at: http://www.aido.com/blog/?p=341.
30. Gartner, 2014. The Nexus of Forces: Social, Mobile, Cloud and Information. Available at:
http://www.gartner.com/technology/research/nexus-of-forces/
31. Radcliffe, D., 2014c. 10 new insights into mobile in the Middle East. Zdnet. Available at:
http://www.zdnet.com/10-new-insights-into-mobile-in-the-middle-east-7000035030/.
32. Augenbraun, E., 2014. How real a risk is social media addiction? cbsnews. Available at:
http://www.cbsnews.com/news/how-real-a-risk-is-social-media-addiction/.
33. OConnor, M., 2014. Addicted to Likes: How Social Media Feeds Our Neediness. Available at:
http://nymag.com/thecut/2014/02/addicted-to-likes-social-media-makes-us-needier.html.
34. The Huffington Post has a whole series of tags related to articles on this topic: OConnor, M., 2014. Addicted to Likes: How
Social Media Feeds Our Neediness. Available at:
http://nymag.com/thecut/2014/02/addicted-to-likes-social-media-makes-us-needier.html.
35. See: Gonzalez, D., (Anti) Social Networking: Technologies Negative Impact on Human Relationships. Available at:
http://webpages.csus.edu/~dg225/documents/(Anti)social%20Networking.pdf.
36. Examples of articles addressing some of these issues include: Davis, K., 2013. The Real Generation Gap: How Adults and
Teens Use Social Media Differently (Infographic). Enterpreneur. Available at:
http://www.entrepreneur.com/article/228029.
and Koiki, E., 2013. The Negative Impact of Social Media on our lives.
Available at: http://themoose.no/2013/05/08/the-negative-impact-of-social-media-on-our-lives/.
And Gould, T., 2014. Can Privacy Survive Social Networking? InformationWeek. Available at:
http://www.informationweek.com/software/social/can-privacy-survive-social-networking/a/d-id/1297267.
37. Lipschultz, J., 2013. Social Media Trust, Credibility and Reputation Management. Huffington Post.
Available at: http://www.huffingtonpost.com/jeremy-harris-lipschultz/social-media-trust-credib_b_3858017.html.
38. Griffith, H., 2012. Understanding and Authenticating Evidence from Social networking Sites. Washington Journal of Law,
Technology and Arts, 7(3). Available at:
http://digital.law.washington.edu/dspace-law/bitstream/handle/1773.1/1111/7WJLTA209.pdf?sequence=4.
39. Folkenflik, D., 2014. Behind The Scenes, Storyful Exposes Viral Hoaxes For News Outlets. Available at: http://www.npr.org/
blogs/alltechconsidered/2014/10/29/359684575/behind-the-scenes-storyful-exposes-viral-hoaxes-for-news-outlets.
37
38