DUBAI – June 10, 2014 – Uncertainty about the future is a key concern for many Arab Youths today, affecting forty-one percent of young Egyptian’s and thirty percent of young Saudi’s, according to a new study “imagine Youth” from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Young people however counter this, giving them courage to face their lives, as they also try to enjoy life by having as much fun as possible (40% of Egyptian youth respondents and 35% of KSA youth respondents).
“The Arab population is one of the youngest and fastest growing populations in the world. Even if the challenges in the different markets, e.g. fluctuating economic growth or high unemployment levels, are similar, the sensorial and emotional perception of Young Arab’s differ,” explained Diptanshu Ray, Director, Consumer Insight, Nielsen MENAP.
Nielsen launches its syndicated offering on Arab Youth, the ‘imagine Youth Survey 2014’. A first of a kind inquest into youth lives, passions and aspirations, the imagine Youth report is an informative journey of youth insights and trends which will be shaping the future market and culture of Saudi Arabia and Egypt.
“More than 20 Million Saudi and Egyptian youths of age 15-29 form a force of huge potential impact – both on a cultural as well as on a commercial level,” stated Ray. “What makes the Saudi youth interesting is the high per capita income as well as the potential for high consumer aspirations fuelled by a large middle class segment. In comparison, the Egypt society with its limited income, burgeoning lower socio-class and rapid urbanization, still drives the youth to aspire a better life.”
HAPPINESS IS A SENSE OF FREEDOM
According to Nielsen’s survey, for almost half of Egyptian youth respondents (48%) happiness is a sense of freedom, followed by helping others (47%) and having a purpose in life (44%). Meanwhile, 37 percent of KSA youth respondents indicate they feel happy by a sense of freedom and that additionally, having a purposeful (34%), altruistic life (29%) means happiness for them.
However, the manifestations of freedom slightly differ amongst the youth of these two countries. While freedom is more related to the self-expression of the Egyptian youth, it has many layers for the Saudi youth – expression, individuality and decision autonomy.
TECHNOLOGY AS ENABLER OF EXPRESSION AND CONNECTIVITY
For both Egyptian and KSA youth, technology is first of all a new mode of expression (36% and 37% respectively), followed by a connection to the world (both 34%) as well as an opportunity for creating new communities and making new friends (34% / 31%) which are otherwise out of their reach.
“The Arab Youth is undergoing a massive transformation – thrust upon them by the global crisis and regional instability. Meanwhile, the simultaneous dispersion and convergence of technology into both traditional as well as new media, has opened many more windows for them. In a relatively restricted society, technology is the answer as well as an enabler of youth expression,” explained Ray.
The report is a balanced combination of exploratory, empirical and conclusive insights about the Arab Youth segment. The report is based on the 3 forces of influence:
· Psycho-individual aspect which details “my view of myself” unearthing dreams, aspirations, gratifications sought, value & definers of freedom, happiness, money, religion and technology, their concerns and fears
· Socio-cultural aspects uncover traditions, values, perception of self in society, cultural priorities against personal advancement, and their view regarding gender parity, societal changes
· Lifestyle aspect zooms in on time and money trade-offs, analysing their spending patterns and consumer category preferences and behaviour
Further information on ‘imagine Youth” can be requested by
Media – Silke Trost, [email protected]
Clients – Diptanshu Ray, [email protected]
About the Nielsen imagine Youth Survey:
The Nielsen imagine Youth Survey was conducted December 2013 – March 2014 and currently covers the largest and lucrative regions of Saudi Arabia and Egypt. The findings are based on 2200 face to face interviews with Arab youth in addition to 20 mini group discussions, 20 slice of life observations and 8 youth expert interviews. The sample has quotas based on age, gender, location for each country and is weighted to be representative of the urban population. The survey covers topics of beauty, personal grooming, health and wellness, digital and technology, media habits, share of wallet, shopping, travelling among others. It also dives into category interaction for food & beverages, eating out, fashion, banking, automobiles and more capturing incidence, depth of usage and brand preferences.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.