阿联酋社交媒体行业市场前景及投资研究报告-培训课件外文版2024.4

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TRENDSSocialmediaintheUnitedArabEmiratesCHAPTER

01OverviewMostpopularsocialnetworksworldwideasofOctober2023,rankedbynumberofmonthlyactiveusers(inmillions)Globalsocialnetworksrankedbynumberofusers2023NumberofactiveusersinmillionsFacebookYouTube3,0302,491WhatsApp*Instagram2,0002,000WeChatTikTok1,3271,218FacebookMessengerTelegram1,036800750743673666599571SnapchatDouyin**KuaishouX/TwitterSinaWeiboQQPinterest4653Description:MarketleaderFacebookwasthefirstsocialnetworktosurpassonebillionregisteredaccountsandcurrentlysitsatmorethanthreebillionmonthlyactiveusers.MetaPlatformsownsfourofthebiggestsocialmediaplatforms,allwithoveronebillionmonthlyactiveuserseach:Facebook(coreplatform),WhatsApp,FacebookMessenger,andInstagram.Inthesecondquarterof2023,Facebookreportedover3.8billionmonthlycoreFamilyproductusers.

ReadmoreNote(s):Worldwide;October2023;socialnetworksandmessenger/chatapp/voipincluded;figuresforTikTokdoesnotincludeDouyin;*Platformshavenotpublishedupdateduserfiguresinthepast12months,figuresmaybeoutofdateandless[...]

ReadmoreSource(s):DataReportal;Meltwater;WeAreSocialGenderdistributionofsocialmediaaudiencesworldwideasofJanuary2023,byplatformGenderdistributionofsocialmediaaudiencesworldwide2023,byplatformShareofusersFemale

Male50%0%10%20%30%40%60%70%80%90%100%SnapchatInstagramTikTok51%48.2%48.2%51.8%48.2%51.8%FacebookLinkedIn*Twitter43.7%56.3%42.8%57.2%37%63%4Description:AsofJanuary2023,51percentofSnapchat'sglobalaudiencewerewomen,givingthisplatformthehighestshareoffemaleaudiencesfromalloftheselectedsocialmediaplatforms.Image-basedInstagramfollowedwith48.2percentofusersidentifyingaswomen.Twitterwasbyfartheplatformwiththehighestshareofmaleusers,accountingfor63percentofitsworldwideaudiencebase.ReadmoreNote(s):Worldwide;January2023;13yearsandolderSource(s):DataReportal;Facebook;Instagram;LinkedIn;Meltwater;Pinterest;SnapInc.;Twitter;WeAreSocialPenetrationrateofsmartphonesintheUnitedArabEmiratesfrom2013to2028PenetrationrateofsmartphonesintheUnitedArabEmirates2013-20281209610080604020093.479180.3179.257878.277.1576.17474.4675.0573.3265.463.4251.3320132014201520162017201820192020202120222023202420252026202720285Description:ThesmartphonepenetrationintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal5.3percentagepoints.Accordingtothisforecastin2028,thepenetrationwillhaveincreasedfortheninthconsecutiveyearto80.31percent.ReadmoreNote(s):UnitedArabEmirates;2013to2028;allvaluesareestimatesSource(s):PercentageofglobalpopulationusingFacebookasofJanuary2022,byregionFacebook:globalpenetrationasofJanuary2022,byregionShareofpopulationusingFacebook30%

40%

50%0%10%20%60%70%80%90%NorthAmericaLatinAmerica/CaribbeanEurope82.3%77.8%67.6%Oceania/AustraliaMiddleEast65.6%57.3%Worldwide39.8%Asia*24.8%20.83%Africa6Description:AsofMay2022,NorthAmericahadthehighestactiveFacebookusageratewith82.3percentofthepopulationaccessingthesocialmediaplatform.Overall,FacebookpenetrationwaslowestinAfrica,whereonly20.83percentofthepopulationusedthesocialnetwork.Inaddition,theglobalpenetrationrateofFacebookwasjustunder40percent.ReadmoreNote(s):Worldwide;January2022;*FacebookisbannedinChina,depressingFacebookpenetrationinAsiaasawhole.ReadmoreSource(s):Facebook;InternetWorldStatsCHAPTER

02InternetusageNumberofinternetusersintheUnitedArabEmiratesfrom2013to2028(inmillions)InternetusersintheUnitedArabEmirates2013-202812109.689.619.549.479.49.339.249.159.058.898.748.347.97.797.68864207.3920132014201520162017201820192020202120222023202420252026202720288Description:ThenumberofinternetusersintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4millionusers(+4.29percent).Afterthefifteenthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach9.68millionusersandthereforeanewpeakin2028.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):UnitedArabEmirates;2013to2028;allvaluesareestimatesSource(s):Mobileinternetuserpenetrationrateinselectedregionsin2022Mobileinternetpenetrationrateworldwide2022Shareofpopulation0%10%20%30%40%50%60%70%80%90%100%110%BahrainUnitedArabEmiratesKuwait97.87%95.85%95.17%93.95%NewZealandSingaporeCanadaBruneiDarussalamJapan93.74%93.59%93.07%92.68%92.6%DenmarkUnitedKingdomSouthKoreaGCC92.26%92.07%92.06%91.61%Norway9Description:In2022,itwasfoundthat93.6percentofthepopulationinCanadaweremobileinternetusers.Bahrainrankedfirstwithamobileinternetpenetrationofapproximately98percent,followedbytheUnitedArabEmirateswithamobileinternetpenetrationrateofcloseto95.8percent.Kuwaitwasrankedthirdwith95percentmobileinternetusagepenetration.TheUAEandKuwaitalsorankamongthecountrieswiththefastestaveragemobileinternetspeedworldwide.

ReadmoreNote(s):Worldwide;2022;userswhoaccesstheinternetviamobilebroadbandconnectionregardlessofthedeviceSource(s):NumberofmobilebroadbandconnectionsintheUnitedArabEmiratesfrom2013to2028(inmillions)NumberofmobilebroadbandconnectionsintheUnitedArabEmirates2013-20283530.2429.363028.4127.3726.2525.0524.0825201510523.4423.7622.8822.5922.1815.2912.5420158.328.5020132014201620172018201920202021202220232024202520262027202810Description:ThenumberofmobilebroadbandconnectionsintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal5.2millionconnections(+20.76percent).Aftertheeigthconsecutiveincreasingyear,thenumberofconnectionsisestimatedtoreach30.24millionconnectionsandthereforeanewpeakin2028.ReadmoreNote(s):UnitedArabEmirates;2013to2028;allvaluesareestimatesSource(s):MobileinternetusagepenetrationintheUnitedArabEmiratesfrom2009to2028MobileinternetusagereachintheUnitedArabEmirates2009-202812010095.85

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202811Description:ThepopulationsharewithmobileinternetaccessintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4percentagepoints.Afterthenineteenthconsecutiveincreasingyear,themobileinternetpenetrationisestimatedtoreach96.47percentandthereforeanewpeakin2028.Notably,thepopulationsharewithmobileinternetaccessofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedArabEmirates;2009to2028;allvaluesareestimatesSource(s):NumberofmobileinternetusersintheUnitedArabEmiratesfrom2019to2028(inmillions)MobileinternetusersintheUnitedArabEmirates2019-202812109.819.879.749.679.599.529.449.379.299.2186420201920202021202220232024202520262027202812Description:ThenumberofmobileinternetusersintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4millionusers(+4.2percent).Aftertheninthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach9.87millionusersandthereforeanewpeakin2028.Notably,thenumberofmobileinternetusersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedArabEmirates;2019to2028;allvaluesareestimatesSource(s):CHAPTER

03SocialmediausageNumberofsocialmediausersintheUnitedArabEmiratesfrom2019to2028(inmillions)SocialmediausersintheUnitedArabEmirates2019-2028121010.1410.059.959.839.719.569.389.178.98.5586420201920202021202220232024202520262027202814Description:ThenumberofsocialmediausersintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal0.6millionusers(+6.28percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach10.14millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedArabEmirates;2019to2028;allvaluesareestimatesSource(s):FavoritesocialmediaplatformsintheUnitedArabEmiratesin2022,byshareofusersFavoritesocialmediaplatformsUAE2022,byshareofusersShareofusers15%0%5%10%20%25%30%35%WhatsAppFacebookInstagramTiktok29.5%23.5%17.5%8.9%FBMessengerSnapchatTwitter4%3.5%2.5%1.6%1.6%1.1%LinkedinPinterestDiscord15Description:In2022,WhatsAppwasthefavoritesocialmediaplatformamongusersintheUAE,withashareofaround30percent.Thetotalnumberofactivesocialmediausersinthecountryforthatyearwasabout9.98million.

ReadmoreNote(s):UnitedArabEmirates;2022Source(s):GlobalMediaInsightSocialmediausergrowthintheUnitedArabEmiratesfromJanuary2014toJanuary2022SocialmediausergrowthUAE2014-20221210810.689.849.739.529.389.26.364205.44.4Jan2014Jan2015Jan2016Jan2017Jan2018Jan2019Jan2020Jan2021Jan202216Description:InJanuary2022,thenumberofsocialmediaintheUAEamountedto10.68millionusers,upfrom9.84millionusersinthepreviousyear.Thetotalnumberofactivesocialmediausersinthecountryforthatyearwasabout9.98million.

ReadmoreNote(s):UnitedArabEmirates;Jan2014toJan2022Source(s):GlobalMediaInsightNumberofmessengerapplicationusersintheUnitedArabEmiratesin2022,byapp(inmillions)NumberofmessengerappusersUAE2022,byappNumberofusersinmillions0123456789WhatsappFacebookMessengerTikTok8.086.494.27Skype3.393.37SnapchatWeChat2.43Viber2.0917Description:In2022,themessengerapplicationwiththehighestnumberofusersintheUnitedArabEmirateswasWhatsAppatabout8.08millionusers.ItwasfollowedbyFacebookMessengeratabout6.49millionusers.Thetotalnumberofactivesocialmediausersinthecountryforthatyearwasabout9.98million.ReadmoreNote(s):UnitedArabEmirates;2022Source(s):GlobalMediaInsightReasonsforsocialmediausageintheUnitedArabEmiratesin2022ReasonsforsocialmediausageUAE2022Shareofusers0%10%20%30%40%50%60%KeepingintouchwithfriendsandfamilyFillingsparetime53.4%34%ReadingnewsstoriesFindingproductstopurchaseFollowingsports33.7%29.9%29.7%29.6%LookingforthingstodoorbuyActivitiesforwork28%Findingcontent27.4%27.4%27.3%LivestreamsMakingnewcontacts18Description:In2022,themainreasonforsocialmediausageintheUAEwastokeepintouchwithfriendsandfamilyaccountingfor53.4percent,followedbyfillingsparetimeaccountingfor34percent.Thetotalnumberofactivesocialmediausersinthecountryforthatyearwasabout9.98million.ReadmoreNote(s):UnitedArabEmiratesSource(s):GlobalMediaInsightCHAPTER

04FacebookNumberofFacebookusersintheUnitedArabEmiratesfrom2018to2027(inmillions)FacebookusersintheUnitedArabEmirates2018-20271098.658.498.278.328.178.067.987.927.798765432107.18201820192020202120222023202420252026202720Description:ThenumberofFacebookusersintheUnitedArabEmirateswasforecasttocontinuouslydecreasebetween2024and2027byintotal0.4million.Accordingtothisforecastin2027,theFacebookuserbasewillhavedecreasedforthesixthconsecutiveyearto7.92millionusers.ReadmoreNote(s):UnitedArabEmirates;2018to2027;allvaluesareestimatesSource(s):NumberofFacebookMessengerusersinAfricain2022,byregion(inmillions)NumberofFacebookMessengerusersinAfricabyregion20228068.770605040302010011.59.65.83.3NorthernAfricaWesternAfricaEasternAfricaSouthernAfricaMiddleAfrica21Description:NorthernAfricahadthelargestnumberofFacebookMessengeractiveaccountsintheAfricancontinent.AsofJuly2022,some69millionregionaluserswereonFacebookMessenger.Moreover,WesternandEasternAfricafollowedwithalmost12millionand10millionaccounts,respectively.ReadmoreNote(s):Africa;April2022Source(s):DataReportal;Hootsuite;WeAreSocialNumberofinfluencersonFacebookintheUnitedArabEmiratesasofJune2023,byfollowercountInfluencercountonFacebookUAE2023,byfollowercountInfluencercount02004003766008001,0001,2005kto10kfollowers10kto50kfollowers50kto100kfollowers100kto250kfollowers250kto1mfollowers1m+followers1,13631129022213422Description:AsofJune2023,overonethousandFacebookcontentcreatorsintheUAEhad10to50thousandfollowers.Meanwhile,influencerswithmorethanonemillionfollowersreached134people.

ReadmoreNote(s):UnitedArabEmirates;January1toJune14,2023Source(s):Affable.aiEngagementratesofinfluencersonFacebookintheUnitedArabEmiratesasofJune2023,byfollowercountFacebookinfluencersengagementratesUAE2023,byfollowercount4.0%3.5%3.0%2.5%2.0%1.5%3.52%1.0%0.5%0.0%0.82%0.62%0.62%0.4%0.25%5kto10kfollowers10kto50kfollowers50kto100kfollowers100kto250kfollowers250kto1mfollowersMorethan1mfollowers23Description:AsofJune2023,influencersonFacebookinUAEwithafollowercountbetween100thousandand250thousandhadthehighestengagementrateof3.52percent.Meanwhile,influencerswithafollowercountofoveramillionhadanengagementrateof0.25percent.ReadmoreNote(s):UnitedArabEmirates;January1toJune14,2023;2.35millionSource(s):Affable.aiCHAPTER

05InstagramNumberofInstagramusersintheUnitedArabEmiratesfrom2018to2027(inmillions)InstagramusersintheUnitedArabEmirates2018-202765.014.944.815432103.923.573.183.062.962.862.77201820192020202120222023202420252026202725Description:ThenumberofInstagramusersintheUnitedArabEmirateswasforecasttocontinuouslydecreasebetween2024and2027byintotal0.4million.Afterthesixthconsecutivedecreasingyear,theInstagramuserbaseisestimatedtoreach2.77millionusersandthereforeanewminimumin2027.ReadmoreNote(s):UnitedArabEmirates;2018to2027;allvaluesareestimatesSource(s):NumberofInstagramusersinAfricain2022,byregion(inmillions)NumberofInstagramusersinAfricabyregion20224540.2403530252014.9151059.86.820NorthernAfricaWesternAfricaEasternAfricaSouthernAfricaMiddleAfrica26Description:NorthernAfricawastheregionwiththelargestnumberofInstagramusers.AsofApril2022,therewereover40millionaccountsonthesocialmediaplatform.WesternandEasternAfricacamewitharound15millionand10million,respectively.Ontheotherhand,MiddleAfricaonlyhadtwomillion