TABLE OF CONTENTS

Executive Summary 2
Internet Usage 3
Mobile Internet 4
Advertising Spend 5
Internet Advertising 6
Social Media 7
About WSI 9
Source of all statistics:
Executive Summary
Copyright 2011 by Research and Management Page 2
Internet Advertising and Social Media
Marketing Remains Prominent
After the economic challenges of 2009, companies around
the world began to experience a gradual recovery last year as
the term recession started to fade. More specifically,
advertising revenues made a comeback in 2010, with a great
deal of emphasis being placed on digital forms of marketing
and communications.
Over the past year, Internet advertising saw an increase in
spending among marketers in the Middle East, and recent
statistics indicate that this trend is expected to continue in
2011.
As the online population continues to rise, marketers are
allocating a greater share of their advertising dollars toward
the Internet. Additionally, the social media audience is
growing at a rapid pace, transforming the way companies
communicate and market to their target audience. Gone are
the days when advertising was a one-way messaging
strategy. Today, digital media provides new channels of two-
way communication, and this paradigm shift is evident in the
way marketers are spending their advertising dollars.
This Internet Marketing Trends Report is a brief synopsis of
current online marketing trends in the Middle East as well as
projections for the next few years. Specifically, the report
covers Internet usage and penetration, mobile Internet
usage, advertising spending, Internet marketing and social
media trends.
For more information about WSIs Internet marketing services,
please contact your local WSI Consultant.
WSI Internet Marketing Trends Report 2011
MIDDLE EAST
MIDDLE EAST
Internet Usage
Copyright 2011 by Research and Management Page 3
WSI Internet Marketing Trends Report 2011
More People in the
Middle East are Going
Online
This year, the online population in
the Middle East and Africa will
increase by 10.1% to 163.2 million
In 2012, Internet users in the
region will reach 178.1 million, a
9.1% increase over this year
This trend is expected to continue
into 2013 and 2014 when an
estimated 192.8 million and 205.2
million people will become
Internet users
By 2015, the online population
will increase to 215.1 million
Internet User Penetration
This year, 12.7% of the entire
population in the Middle East and
Africa will be Internet users
Internet user penetration is
projected to increase to 13.6%,
14.4% and 15% in 2012, 2013 and
2014 respectively
Research shows that 15.4% of the
regions entire population will be
online by 2015
MIDDLE EAST
Mobile Internet
Copyright 2011 by Research and Management Page 4
WSI Internet Marketing Trends Report 2011
Internet Users Are
Accessing the Web from
Their Mobile Devices
About a quarter of Internet users
who access the web from their
mobile devices are between the
age of 25-30 (27% females and
25% males)
A combined 40% of mobile
Internet users are between the
ages of 21-24
Meanwhile, a combined 30% of
respondents are within the 18-20
age bracket
Mobile Devices Primarily
Used for Email and Social
Networking
Checking emails is ranked as the
most common activity among
mobile Internet users (73% of
females and 71% of males)
40% of females and 33% of males
use their mobile devices to visit
social networking sites
A combined 57% of respondents
use mobile to find information
related to their hobbies, while
55% use mobile to share photos
and videos
MIDDLE EAST
Advertising Spend
Copyright 2011 by Research and Management Page 5
Total Advertising
Spending in the Middle
East Expected to Rise
Total media advertising spending
in the Middle East and Africa is
expected to increase by 9.6% this
year to $15.3 billion
Next year, total adspend will rise
by 12.5% to $17.3 billion, and by
2013 spending will increase by
another 6.9% to $18.5 billion
According to eMarketer, total
advertising spending will reach
$19.7 by 2014 (6.9% increase)
Middle East Will
Represent a Larger Share
in Total Adspend
This year, 3.1% of the all
advertising spending worldwide
will be spent by marketers in the
Middle East and Africa
3.3% and 3.4% of the worlds total
adspend will belong to the Middle
East and Africa in 2012 and 2013
respectively
By 2014, the Middle East and
Africa will take a 3.5% share of
the worlds total advertising
spending
WSI Internet Marketing Trends Report 2011
MIDDLE EAST
Internet Advertising
Copyright 2011 by Research and Management Page 6
WSI Internet Marketing Trends Report 2011
More Money Being Spent
Advertising Online
Marketers will allocate more
dollars toward online advertising
in the Middle East and Africa year
over year
Experts predict that next year,
Internet advertising spending in
the Middle East and Africa will
reach $610 million ($0.61 billion)
In 2013, online advertising will
rise again to $820 million ($0.82
billion)
Internet adspend is expected to
increase to $1.07 and $1.39
billion in 2014 and 2015
respectively
Internet Ad Spend
Growth
When reviewing the rate at which
online advertising spending is
expected to change, we see that
online adspend will increase by
45% this year
Online advertising will grow by
another 40% and 35% in 2012
and 2013 respectively
Internet marketing can expect to
see a 30% increase in spending in
both 2014 and 2015
MIDDLE EAST
Social Media
Copyright 2011 by Research and Management Page 7
WSI Internet Marketing Trends Report 2011
Social Networking is the
2
nd
Most Popular Online
Activity in the Region
The majority of Internet users in
the Middle East and Africa spend
the most time using instant
messaging (46% share of minutes)
Ranked in 2
nd
place is social
networking, which represents a
17% share of total time spent
online by Internet users
Other online activities mentioned
in the study include: visiting
entertainment sites, email and
online games
Social Network Usage in
the Middle East
42% of respondents admitted to
using social networks on a daily
basis in the Middle East and
North Africa
This daily access rate is in line
with the worldwide social
network access rate, which is 46%
MIDDLE EAST
Social Media
Copyright 2011 by Research and Management Page 8
WSI Internet Marketing Trends Report 2011
Consumer Attitudes
About Social Media
Marketing
The majority of Internet users in
the Middle East and North Africa
have neutral feelings about
companies using social media
marketing (41% of respondents)
27% of respondents have positive
feelings toward companies
advertising on social media sites
Meanwhile, 12% of respondents
said they are highly positive about
the idea of companies using social
media to market their business
Facebook is the Most
Popular Social Network
Facebook is by far the most
popular social network in the
Middle East and Africa, according
to 70% of respondents
22% of Internet users in the
region use the web to visit
Kooora.com, while 18% visit
Netlog on a regular basis
Other common social networks in
the region are: Maktoob, Twitter,
Jeeran and LinkedIn
ABOUT WSI
WSI leads the global Internet industry offering best of breed digital marketing solutions to
suit the needs of multiple industries. The company has the worlds largest Internet
Consultants network across 80 countries with its head office in Toronto, Canada. WSI
Consultants have helped thousands of businesses realize their online marketing potential. By
using innovative Internet technologies and advanced digital marketing strategies, businesses
can have a WSI Digital Marketing Plan tailored to their individual needs to elevate their
Internet presence and profitability to new levels. With the support and cooperation of its
customers, franchise network, employees, suppliers and charitable organizations, WSI aims
to help make child poverty history through its global outreach program
(www.makechildpovertyhistory.org). For more information about WSIs offerings and
business opportunities, please visit our website at www.wsiworld.com.
The information herein is the property of Research and Management Corporate (RAM). Each
WSI franchise office is an independently owned and operated business.
2011 RAM. All rights reserved.