By: Abdulhadi Hafez
You’ve heard this before I’m sure, that traditional media and advertising is on the decline after the advent of social media and online advertising. We’ve heard this from many experts such Larry Weber in his book, “Marketing to the Social Web”, where he cites studies that reveal that only 18% of people now trust advertisements.
To add to that, Nielsen came out with a study that suggests that 70% of people trust the opinions of complete strangers online, so imagine how much they trust the opinions of their fiends posted on social media sites!
These kinds of studies however are mostly conducted in the west (mostly US and UK), but now we finally have one that focuses on the MENA region, giving us a better insight on the media industry in the Middle East.
YouGov recently surveyed 30,000 adults in the MENA region to give us a better insight of the use of social media and digital media devices with the following findings:
- 1 in 5 now trust online sources more than traditional media
- 45% of respondents access digital media using mobile phones
- 47% use the Internet to surf for new TV shows
And don’t expect any of those numbers to go down, especially in light of the fact that the MENA is still the growth stage when it comes to online and social media adoption, and has not reached near-maturity stages like Western regions have.
As for Kuwait, the numbers are impressive when you take a look at the study conducted by the Dubai School of Government in their Arab Social Media Report, where it was revealed that Kuwait scored in the top 5 regions for the following categories:
- New Facebook Users In the Arab Region and Globally as % of Population
- Number of Active Twitter Users in the Arab Region
- Twitter penetration as a percentage of population
- Number of Tweets in the Arab Region