Understanding the Arab Digital Generation

EXECUTIVE SUMMARY

A new generation is emerging in the Middle East and North Africa (MENA) region. Born between 1977 and 1997, this demographic is 40 percent of the MENA population. A growing number of them are extremely active online and in social networks. They are the Arab Digital Generation (ADG). Digital technology gives the ADG the potential to affect society and institutions in unprecedented ways.

DIGITAL LIFESTYLE: HOW THE ARAB DIGITAL GENERATION USES TECHNOLOGY

• 83 percent use the Internet daily

• 40 percent use the Internet for at least five hours a day

• 61 percent spend more than two hours per day on social networking sites

• 78 percent prefer the Internet to TV

• 54 percent have higher education levels; this proportion is higher for women (60 percent) than men (49

percent)

• 16 percent access the Internet from schools or academic institutions; 76 percent access it from home

• 63 percent express a desire for freedom to do and say what they want as long as it does not harm others

• 37 percent say they can freely express their opinions without fear of the consequences

• 53 percent research companies and products online, and 51 percent spread the word about their experiences with companies—both good and bad

• 37 percent believe that technology has reduced family communication and cohesion

• 41 percent search the Internet in both Arabic and English; 21 percent chat in both languages

• 48 percent are not satisfied with the quality of local websites; 47 percent are not satisfied with local

versions of international websites

• 37 percent are not satisfied with the availability of Arabic websites

• 46 percent of unmarried ADG members expect to choose for themselves whom they will marry

• 8 percent use an online platform to connect with government or political leaders

• 31 percent cited lack of trust in leaders and fear of being targeted as the main reasons for not communicating with political leaders

• 42 percent do not buy products online because they prefer to deal with a person; 38 percent worry

about website security

• 48 percent believe that the region’s healthcare services require technological upgrades; 43 percent believe

this of education services

• 56 percent of those unemployed cited lack of opportunities for work

• 40 percent stated that education does not prepare students for the job market

• 43 percent of ADG members would like to start their own business; just 3 percent want to work for a local company with no international presence

• 24 percent believe that media content is totally controlled by government

The Arab Digital Generation Is Growing Fast and Will Continue to Do So

Online Entertainment Is Popular with the ADG

The ADG Loves YouTube

ADG Internet Access Exceeds Traditional Media Usage

The ADG is Still Hesitant to Buy Online

The ADG Has Many Internet Access Devices

The ADG in the GCC and Levant Follow Global Trends in Device Preferences

On-the-Go Internet Access Is Higher in the GCC and Levant Than the Global Average

The ADG Wants More Flexibility and Freedom

The ADG Wants to Define Its Life Choices

Source: Booz & Company–Google Arab Digital Generation Survey 2012