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1、The 2024 Media MorphUnravelling UAEs media consumption pattern and trends,with a spotlight on Gen ZLiving consumer intelligence| A EThe 2024 Media Morph2The evolving UAE media landscapeGet in touch How has media consumption and engagement changed over recent years and which media types have seen the

2、 most significant evolutions?Leveraging data from YouGovs audience intelligence platform,Profiles,this report explores shifts in media habits of UAE residents over the last few years and details the adoption of online media.In addition,it explores the media behaviour of Gen Zs and how their consumpt

3、ion of media compares to the general population.The 2024 Media Morph3UAE residents trust in news organizations has improved over the last year Social network websitesTelevisionA newspapers websiteA news app on a mobile or tablet device27%45%42%55%30%41%38%52%Top sources of news20232021Datasets used:

4、Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2022-12-11);(N 5935)I trust news organizations that have a reputation for objectivity proven by track record”51%54%20232022Social media remains the top source of news for more than half of UAE(52%)although it has experienced a sm

5、all decline in the last two years.Newspaper apps have seen a small increase.Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 7009)The 2024 Media Morph4Online fully entrenched as top news sources across all generationsSocial media and newspaper websit

6、es are the top two news sources for all generations with newspaper apps ranking in the top 5.Datasets used:Profiles+United Arab Emirates 2023-12-03;(N 1115)Sources of news among different age groupsRankup to 2425 to 3435 to 4445+140%53%55%51%232%40%42%45%332%37%39%42%427%29%32%33%525%26%24%31%Social

7、 network websites A newspapers websiteA news app on a mobile or tablet device TelevisionRadioA printed copy of a newspaper Preference for online news contentIn an average week,88%of the general population spend time reading newspapers digitally(e.g.,via browser/app,etc.)and witnessed a growth of 2%f

8、rom last year.The 2024 Media Morph5Top Newspaper apps visited:Explore more audience data Emirates 247 and BBC Newspaper app have witnessed the highest growth since 2021.of the UAE general population prefers to read news content online than in printed newspapers.55%51%43%29%21%11%49%43%24%18%18%Khale

9、ej TimesGulf NewsBBCThe NationalEmirates 24720232021The 2024 Media Morph6Keeping connectedDatasets used:Profiles+United Arab Emirates 2023-12-03;(N:8244)More than seven in ten UAE residents spend more than 5+hours per week using the internet on any device.33%35%38%51%54%Internet activities Messaging

10、(e.g.,Skype,WhatsApp,etc.)Accessing social networking websitesAccessing news and sport websitesDownloading of games,movies,TV shows,videos,media,etc.Streaming of games,movies,TV shows,videos,media,etc.of the general population says that the internet is the main source of information for them.69%ofte

11、n notice the advertisement on the internet.60%The 2024 Media Morph7Engagement with social media of the UAE population spend 6+hours on social media in a week,under 24s allocates the most time on social media with 21%spending over 21 hours per week.54%36%37%42%38%up to 2425 to 3435 to 4445+Less than

12、5 hour per week35%37%38%41%up to 2425 to 3435 to 4445+6-20 hours per week11%12%9%9%up to 2425 to 3435 to 4445+21-35 hours per week10%7%5%4%up to 2425 to 3435 to 4445+More than 35 hours per week8%7%7%8%up to 2425 to 3435 to 4445+Not applicable/Dont know Datasets used:Profiles+United Arab Emirates 202

13、3-12-03;(N 911)Facebook remains the most popular Facebook continues to be the most used social network,but TikTok and Instagram register the most significant growth in the last two years.Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 6619)The 2024

14、Media Morph8of the gen pop mainly use social media for the entertainment and news content.65%68%62%58%56%31%31%73%59%61%51%31%24%FacebookYoutubeWhatsappInstagramLinkedinTiktok20232021Top Social network used last monthFacebook is popular for users aged over 25YouTube is more popular for those aged un

15、der 25.Datasets used:Profiles+United Arab Emirates 2023-12-03;(N408)The 2024 Media Morph9Social networks Used in last month among different groupsUp to 2425 to 3435 to 4445+YouTube(60%)Facebook(67%)Facebook(75%)Facebook(75%)Instagram(59%)YouTube(64%)YouTube(63%)WhatsApp(64%)WhatsApp(49%)Instagram(58

16、%)WhatsApp(60%)YouTube(60%)Facebook(44%)WhatsApp(55%)Instagram(53%)Instagram(52%)TikTok(29%)TikTok(31%)LinkedIn(33%)LinkedIn (38%)The 2024 Media Morph10The rise of messagingRun a custom survey More than half(54%)of the general population use messaging apps/services and WhatsApp is the most used.Need

17、 more insights?29%64%87%TelegramFacebook MessengerWhatsAppTop messaging apps usedThe 2024 Media Morph11Listening behaviorDatasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 6511)Radio listenership-hours per week All option except DK/NA Although radio li

18、stenership experienced a small decline in the last two years,almost nine in ten listened to the radio in the last week.86%89%100%20232021DiffRadio listenershiphours per weekThe 2024 Media Morph12A rising stream raises all boatsDatasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Ar

19、ab Emirates 2021-12-05;(N 6619)36%of people are streaming music for 6 or more hours weekly.Under 25-year-olds are streaming music for longer hours(12%for 21 hours or more vs 6%aged 35+).YouTube Music&Spotify are the most popular streaming services used and witnessed the highest growth in the last tw

20、o years.Classical(46%),pop(35%)&country music(28%)are the favorite music genres.51%31%17%46%23%17%YouTube MusicSpotifyApple musicServices used to listen to music20232021The 2024 Media Morph13Younger audiences listen to more podcastsDatasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+Unit

21、ed Arab Emirates 2022-12-11);(N6566)Spotify and Google Podcast are the apps/services most used.25%33%25%31%Google PodcastSpotifyServices used for Podcast(Gen Pop)20232022of Gen Z listen to podcasts for 6+hours per week,compared to the 27%Nat rep.35%Fewer hours spent watching live TVDatasets used:Pro

22、files+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 7001)The 2024 Media Morph14A higher proportion of UAE residents spent less than 10 hours per week on live TV viewership in 2023 compared to two years ago.Top genres of TV programs37%52%56%ComedyActionEntertainmentTop T

23、V networks watched at least once per week on TV,desktop/laptop or mobile/tabletAbu Dhabi TVMBC2Al Emarat TV14%13%18%Live TV viewers spending less than 10 hours per week 54%70%20212023The 2024 Media Morph15Video on demand remains popularStart surveying now have watched TV via a video on demand stream

24、ing service in 2023,slightly higher than the previous year.85%Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 6498)TV hours watched per week-on demand All option except DK/NA Seeking a competitive edge in the Seeking a competitive edge in the evolvi

25、ng media landscape?evolving media landscape?84%86%100%20222023TotalVideo on demand streaming service vAll platforms have experienced increased usage in the last two years,Amazon Prime and YouTube have had the largest uplift.YouTube and Netflix remain the most popular.Datasets used:Profiles+United Ar

26、ab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 6586)TV hours watched per week on demand51%48%20%4%7%60%55%30%10%10%YoutubeNetflixAmazon PrimeDisney+Apple TV20212023TV on-demand and catch-up services regularly usedGen Z spotlight2024 Media Morph162024 Media Morph17How do Gen Z con

27、sume news?Gen Z has a higher willingness to pay for access to newspaper content online,42%of Gen Z compared to 38%of the general population.Social media remains the top news source for Gen Z(42%)but the use of news apps on mobile/tablet devices has seen a+5%uplift in the last 2 years.Gen Z have a hi

28、gher usage of Independent.co.uk and Apple News compared to the general population.Datasets used:Profiles+United Arab Emirates 2023-12-03;(N 383);Gen Z:18-26 year olds9%12%11%21%18%14%17%15%26%22%Independent.co.ukApple NewsFox NewsThe NationalEmirates 247GenZGen PopNewspaper apps visited last 30 days

29、 2024 Media Morph18Gen Z have higher engagement with social media Gen Z is spending more time on social media compared to the general population,41%spend 11+hours in a week by 2023(vs 38%general population)YouTube is the top social network used by Gen Z followed by Instagram.Facebook platform usage

30、has declined significantly among Gen Z in the last 2 years.Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 1046)Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 104660%58%55%28%59%57%48%28%YouTubeIns

31、tagramFacebookTikTok20212023Social networks used in last month amongst Gen Z17%23%27%To keep in contact with friendsKeep up-to-date with the newsShare my own opinionsEntertain,update and connect me28%of Gen Zs use YouTube to look at or watch fun/entertainment content,while 24%use YouTube to keep up

32、to date with news.Additionally,27%of Gen Z use Instagram to keep in contact with friends.Datasets used:Profiles+United Arab Emirates 2023-12-03;(N:1223)2024 Media Morph19Top reasons to use social networkYouTube15%24%28%Looking at or watching fun/entertaining contentKeep up-to-date with the newsShare

33、 things I find interesting or entertaining,e.g.,articles,videos,etc.Instagram2024 Media Morph20Are Gen Z always listening?Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2022-12-11);(N 948)Gen Z streams more music,with 27%listening for 11+hours weekly,compared to

34、 20%of the general population.Services used for Podcast(GenZ)SpotifyGoogle Podcast36%37%22%27%2022202220232023Top favorite music genres for Gen Z40%30%28%ClassicalPopRap/Hip Hopof Gen Z listen to podcasts for 6+hours per week,compared to the 27%Nat rep.35%Google Podcast has witnessed a growth of 5%i

35、n the last year among Gen Z.35%2024 Media Morph21How do Gen Z like to watch TV?Datasets used:Profiles+United Arab Emirates 2023-12-03,Profiles+United Arab Emirates 2021-12-05;(N 1044)44%of Gen Z says that live TV is a thing of the past(vs 38%of the general population).YouTube continues to dominate G

36、en Zs top choice for on-demand TV and has grown the most in the last 2 years followed by Amazon Prime and Disney+.Talk to a researcher Discover what your audience truly thinks and feels48%48%20%6%9%56%48%27%12%12%YouTubeNetflixAmazonPrimeDisney+Apple Tv20212023Top TV-on-demand and catch-up services

37、regularly used2024 Media Morph22Want a deeper analysis?Get in touch With YouGov Profiles,you can segment your analysis by:Customers of a particular brandCategory considerersMedia consumption habits and moreFor trending insights,run a YouGovsurvey to get quick answers to inform your media strategy:Se

38、rviced surveysReach in 19 MENA marketsResults within a weekRun a survey YouGov,2024,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form without the prior written permission of Yo

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42、ding an ever-growing source of connected consumer data for the past twenty years,creating the richest and most complete understanding of your customers complex lives.We call it living data.Understand what 26 million+registered panel members in over 55 markets are thinking,on over a million-and growing data points.Re-contact and dig deeper to plan,activate and track marketing activity with certainty,at speed,every time