The Six Essentials for Promoting Brand Building and Trust Among MENA Consumers (MEPRA/YouGov Research)

trust-in-blue-marker

Trust is one of those intangibles which we as communicators must always focus on. Trust, that notion of one person relying on and believing in a second person, is key to changing attitudes and behavior. But how do you build trust, and what channels should you focus on? These are the questions that we need to answer to be able to do our job of building and protecting reputations. So, where should one begin when looking to build trust?

Based on research by YouGov, which was commissioned by the Middle East Public Relations Association and which included a survey of across the six Gulf states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates), Egypt, Jordan, and Lebanon, the place to begin isn’t online, but rather face-to-face. Fake media, less impactful advertising, and third-party advocacy are also reshaping where consumers in the region put their trust.

I’ve written three blog posts on the issue which I’ve already published on the blog, to explore the findings country-by-country, but here’s the big picture headlines from the research, which surveyed 4,475 people across the region.

1. Face-to-Face with family/friends is key to influence

It should be obvious to us all, and here’s another reminder for anyone working in communications/marketing. If you want to build trust in a brand, its products and services, then look at how you can engage the public through word-of-mouth. Across the region, 85% of respondents trust product and service recommendations from their family and friends. Nothing else comes close to these positive statistics.

2. Online works if you focus on friends and family, less so on social influencers

Over the past couple of years we’ve shifted for an incessant focus on digital to idolizing anything social. As the first big finding shows, in-person interaction is still the most persuasive. Online engagement does work, but it’s not as effective; 52% of respondents trust online recommendations about products and services from family and friends (interestingly, the percentages are highest for the Gulf and lowest for the Levant).

When it comes to social influencers, consumers are conflicted – 34% do trust social influencers/people with large online followings on products and services, compared to 29% who find them untrustworthy. A lack of transparency re paid/sponsored content probably isn’t helping. What’s helping even less is a tendency for social influencers in the region to say little which is negative when reviewing products and services.

3. There’s not as much trust in the media as we PR people may think

I was surprised by how low the scores were when it came to trust in the media as a source of information on products and services. The top-rated media was a brand’s own website (which should make sense, but given how bad websites are in the region this is still surprising), which scored 46% for trustworthiness. Every other medium scored in the 30s, which is a surprise considering how much faith public relations professionals put in securing editorial coverage with media outlets (for many, it’s still the essence of their day jobs). Blogs scored the lowest, at 31% trustworthiness (they were rated as untrustworthy by 30% of respondents). Should brands invest more in their own online media? The answer would seem to be an obvious yes.

4. Advertising is trusted almost as much as the media (except when it’s online)

The research is a mixed bag for the advertising sector. Out-of-home advertising such as billboards seem to be the most trusted by consumers, with a trust rating of 36%. Television is close behind with 35% trust, followed by radio at 31%. Online comes in last, at 28%. There’s more mistrust than trust for online advertising, with 33% of those polled not believing product and services information they see when displayed as an online ad. This may be due to misleading advertising around product pricing and availability. Whatever the reason for the low trust levels (especially online), marketers need to do more to win the trust of consumers, especially with trust in advertising dropping; 61% of those polled agreed with a statement that they trust advertising less today than they did five years ago.

5. Social media is a popular news source, but it’s not trusted thanks to ‘fake news’ concerns

Social media is becoming/has become a key source of news for most people (58%) in the region when compared to five years back (and there’s no distinction either by age, which is surprising). However, there’s still a trust issue. Almost half (48%) agreed they they have low trust in social media, which isn’t that surprising given the amount of fake/incorrect information out there. Which goes to underline the need for brands to focus on their owned media channels even more so.

The research did hammer home the power of third-party advocacy. When asked if they have more trust in what a third party says about a good or a service than what a brand says about its own goods and services, 65% responded by saying yes. Brands need to focus on winning over trusted individuals/groups who can influence consumers.

6. When it comes to social media, Facebook is King

If you’re looking to find out about a product or service in the region, it seems that Facebook is the place to go. Over half (53%) said that they found Facebook to be the most useful platform as a source of information (this rose to 72% for Egypt). Nothing else came close. WhatsApp was a distant number two, at 12%, and Instagram third at 9%. There was no mention of Twitter, and it would have been good to have understood where Twitter and YouTube featured as sources of information on products and services for the public.

So that’s the big picture for you. Keep an eye on the blog in the coming few days as I put out country-by-country reports. If you need more specific information, please do reach out to me.

Brand Building and Trust in Egypt, Jordan and Lebanon, Based on YouGov/MEPRA Research (Part 3)

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This is the third and final post on the research by YouGov, which was commissioned by the Middle East Public Relations Association and looks into consumer trust, both online and offline, when it comes to advertising and media recommendations in goods and services.

This post covers Egypt, Jordan and Lebanon.

Egypt

1004 people were surveyed in Egypt, 97% of whom were Egyptian and 3% were expat. When it comes to gender, 51% were male, and 49% were female. Just over 40% were aged between 18 and 29, 21% were between the ages 30 and 39, and 39% were aged over 40.

In terms of geography, it’s no surprise that over a third were Cairo-based,  with 36% living in the capital. Of the remainder, 24% live in the Delta, 17% in Alexandria, 16% in Upper Egypt, and the remainder in the Canal Zone/outside of these areas.

In terms of salaries, 30% earn less than US$266 per month, 24% earn between US$266 and US$532, 17% earn between US$533 and US$1,065, 8% earn between US$1,066 and US$2,665, and 3% earn more than US$2,666. Approximately 18% of people refused to disclose their earnings.

Finally, 41% described themselves as single, 47% as married with children, and 6% were married but had no children. The remaining 6% were classed either as other or did not respond.

Family, Friends and Third Parties

When it comes to those closest to them, Egyptian respondents said they have an 85% level of trust in face-to-face conversations with friends and family about products and services. Only 3% of respondents said that they would not trust a face-to-face discussion. Those who displayed the highest levels of trust include respondents earning between US$533 and US$1,065 (90%), those living in the Canal Zone (96%), and those who are married with children (88%).

Trust in social media posts by friends and family about products and services averages at 51%; mistrust comes in at 14%. Trust is most pronounced in those earning above US$2,666 (62%).  Those who are between 18 and 24 are least likely to trust such posts (20%), as are those living in Alexandria (22%).

Egyptian respondents have a higher trust in third-party endorsements of products and services than most other countries in the region; 62% agreed that they trust third-party endorsements more than what a brand says about its own products and services, compared to 6% who don’t. The highest trust is among those who are earning less than 500 Egyptian Pounds and those who are earning over 10,0001 Egyptian Pounds (both 70%), as well as expats (76%).

Trust in Social Media

Egypt’s respondents were torn over social media posts by influencers and people with lots of followers on products and services; 32% said they found such posts trustworthy, and 31% said they found them untrustworthy. Men were much more likely to be trustworthy (37%) than women (27%). Those who are earning between US$1,600 and US$2,665 also had the most trust (51%) in such posts. The least trusting were expats (23% for, 43% against).

Unsurprisingly, social media has become a vital source of information for Egyptian respondents; 57% of respondents agreed that it has become more important to them as an information source today than five years back (12% disagreed). This is especially true of younger respondents between 18-24 (63%). However, almost half (45%) have low trust in what they see online.

When it comes to the most popular social media channels for information on goods and services, it may be no surprise that Facebook is the most popular by far (71%), followed by WhatsApp (8%). In third with 8% was the choice of none. It seems that if you want to do social media in Egypt, you have to be on Facebook.

Trust in Media & Advertising 

Only two media channels scored higher for being trustworthy than untrustworthy among those polled – they were brand websites (46% versus 18%), and website articles (35% to 24%). All other media scored higher for not being trustworthy, with television and blogs both at 27% (their untrustworthy scores were 41% and 35% respectively), and radio at 30% positive, compared to 35% negative. Respondents weren’t asked why, but it’s probably fair to say that Egyptians have a healthy skepticism of official media, given the events of the past seven years.

Levels of trust in advertising are approximately the same as the media, with billboards being the most trusted (34%), followed by television and radio (both 30%), and finally online at 28%. For online, radio, and television, they’re not trusted more than they are trusted, with negative scores of 32%, 31%, and 33% respectively.

When asked if they trust advertising less today than they did five years ago, 62% agreed and 8% disagreed. Those earning the least (500 Egyptian pounds) trust advertising the least, with a 70% rating. Over two-thirds of respondents (69%), agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. Only 8% disagreed.

Jordan

503 people were surveyed in Jordan, 89% of whom were Jordanian and 11% were expat. There was a slight preference for males (52%), as opposed to females (48%). Age-wise, the largest group were between 18 and 29 (43%), 25% were between the ages 30 and 39, and 32% were aged over 40.

In terms of geography, the majority were based in Amman (59%), with the second and third largest geographies being Irbid (16%) and Zarqa (12%) respectively.

In terms of salaries, 9% earn less than US$266 per month, 24% earn between US$266 and US$532, 32% earn between US$533 and US$1,065, 17% earn between US$1,066 and US$2,665, and 5% earn more than US$2,666. Approximately 13% of people refused to disclose their earnings.

Finally, 47% described themselves as single, 42% as married with children, and 7% were married but had no children. The remaining 4% were classed either as other or did not respond.

Family, Friends and Third Parties

Jordan’s respondents are very trusting of their family and friends recommendations about services and products when they’re given face-to-face; 89% responded that they trust such interactions. In contrast, only 2% were distrustful. Those over 40 (93%), who earned between US$1,600 and US$2,665 (94%), and who are married with children (92%) are the most trusting.

When it comes to online product and service recommendations from family and friends, the trust percentage drops to 50%, while mistrust rises to 15%. Trust is highest among those who earn less than US$266 (58%), and those who are married but who have no children (64%).

When it comes to third party endorsements, Jordanian respondents score higher than any other country in the region bar one (hint, it’s below); 74% agreed that they trust third-party endorsements more than what a brand says about its own products and services, compared to 6% who don’t. The highest trust is among consumers who are above 30 (80%) and earners over US$2,666 (92%).

Trust in Social Media

Jordan’s respondents were even more split than Egypt’s; 32% said they found social media posts by influencers and people with lots of followers on products and services trustworthy, and 32% said they found such posts untrustworthy. Those who were most trusting were those over 40 (40%), and those earning between US$2,666 and US$5,332 (38%).  Men were much more likely to be trustworthy (37%) than women (27%). Those who are earning between US$1,600 and US$2,665 also had the most trust (51%) in such posts. The least trusting were women (37%), and those aged between 25 and 29 (40%).

Just under two-thirds of respondents said that social media has become a vital source of information for them (63%); this is especially true for 18-24 year-old respondents (69%). This is especially true of younger respondents between 18-24 (63%). Trust in online content is an issue, with 54% having low trust in what they see online (this rises to 65% for those aged between 30-34).

When it comes to the most popular social media channels for information on goods and services, Facebook tops the list with 63% of respondents saying it’s the most useful channel for information about products and services. Second choice was none (10%), followed by LinkedIn in third place with 7%. WhatsApp was fourth (6%), followed by Instagram (5%).

Trust in Media & Advertising 

When it comes to trust in the media, Jordanians don’t seem to prefer any particular medium. Radios, website articles and blogs scored a 33% trust rating when it comes to being a source of information about products and services. Television and newspapers scored 32% and 30% respectively. Brand websites scored the best, at 40%.

Levels of trust in advertising as a source of information are slightly lower; billboards were at 32%, TV advertising scored 30%, radio ads 25% and online advertising 21%. The only ad medium which scored higher positively than negatively was billboards (27%). For online advertising, the percentage for those who distrust the medium was 43%, over twice the number who said they did trust online ads as a source of information about products and services.

When asked if they trust advertising less today than they did five years ago, 68% agreed and 10% disagreed. Those who were above 40, earning a high salary and married with children were most likely to trust advertising less today than they did five years ago. Almost three-quarters of respondents (73%), agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. Only 9% disagreed.

Lebanon

Last, but by no means least, Lebanon is the final country in this survey. 251 people were surveyed in the country, of which 48% were male and 52% female. In terms of age, 34% were aged between 18 and 29, 21% between 30 and 39, and 45% were over 40.

Income-wise, 63% earn less than US$1,600, 11% earn between US$1,600 and US$2,665, 8% earn between US$2,666 and US$5,332, and 6% earn over US$5,333. 12% didn’t disclose their salary.

Approximately 71% are Lebanese nationals, with 29% being expats. In term of geography, the largest number of people live in Beirut (43%), followed by non-named locations (37%) Tripoli (14%), and Jounieh (4%). Regarding the marital status, 38% were single, 51% were married with kids, and 7% were married with no children.

Due to the small survey size, I won’t be drilling down further by group.

Family, Friends and Third Parties

Lebanon’s respondents are highly trusting of their family and friends recommendations about services and products when they’re given face-to-face; 87% responded that they trust such interactions. In contrast, 3% were distrustful.

When it comes to online product and service recommendations from family and friends, the trust percentage drops to 46%; mistrust rises to 20%.

When it comes to third party endorsements, the Lebanese respondents scored the highest of any country in the region; 75% agreed that they trust third-party endorsements more than what a brand says about its own products and services, compared to 6% who don’t.

Trust in Social Media

When it comes to sourcing information on products and services from online influencers and those with large followings, the Lebanese are the least trusting and most distrusting. Only 26% said they found social media posts by influencers and people with lots of followers on products and services trustworthy, and 39% said they found such posts untrustworthy. Lebanese respondents do however mostly agree that social media has become a vital source of information for them (63%).

When it comes to the most popular social media channels for information on goods and services, Facebook again comes out tops with 60% of respondents saying it’s the most useful channel for information about products and services. Second choice was none (12%), followed by LinkedIn in third place with 7%. WhatsApp and Instagram were joint fourth (5%).

Trust in Media & Advertising 

Lebanon has always been a bastion for the region’s media sector, so I was keen to look at the levels of trust in the press. Unfortunately, there’s no anomalies here. The Lebanese don’t trust (or distrust) media more than anyone else.

No one source is preferred over another when it comes to product and service information. Brand websites are newspapers are the most trusted (both 34%), followed by radio, television, and website articles (all of which score 33%. Blogs are the least trusted, at 28%.

Advertising fared worse than the media; billboards were the most trusted medium (28%), followed by TV advertising (27%), radio (24%), and online in fourth place (21%). When asked if they trust advertising less today than they did five years ago, two-thirds agreed (67%) and 12% disagreed. In total, 73% agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. Only 10% disagreed.

And that wraps up a brief overview of the research. If you’d like more details, please do let me know and I’ll share data with you.

Brand Building and Trust in Saudi and the UAE, Based on YouGov/MEPRA Research (Part 2)

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This is the second post on the research by YouGov, which was commissioned by the Middle East Public Relations Association and looks into consumer trust, both online and offline, when it comes to advertising and media recommendations in goods and services.

This second post covers Saudi Arabia and the United Arab Emirates, which follows the post from the first four countries yesterday.

Saudi Arabia

saudiarabiamap

1003 people were surveyed in Saudi Arabia, 64% of whom were Saudi nationals and 36% were expat. When it comes to gender, 56% were male, and 44% were female. Just under 47% were aged between 18 and 29, 31% were between the ages 30 and 39, and 22% were aged over 40.

In terms of geography, just over 30% live in Riyadh, 24% live in Jeddah, 7% in Mecca, 6% in Dammam and 5% in Madinah. The other 28% live outside of these areas.

Finally, 38% described themselves as single, 51% as married with children, and 7% were married but had no children. The remaining 4% were classed either as other or did not respond.

Family, Friends and Third Parties

When it comes to those closest to them, Saudi respondents scored the lowest in the Gulf; only 82% trust in face-to-face conversations with friends and family about products and services. Younger respondents showed the lowest trust; 79% of 18-24 year-olds, compared to 90% of 35-39 year-olds. Saudi nationals scored 79%, and Saudi-based expats 88%. The other large discrepancy was between singles (77%) and those who were married (85%).

When it comes to trust in social media posts by friends and family about products and services, the scores were much better; 54% found such posts trustworthy, compared to 13% who found them untrustworthy. There’s a seven percent difference between young respondents (18-24) who trust the least (52%), and respondents in the 30-34 age bracket, who trust the most (59%). Saudi nationals were also less trusting than expats, with scores of 52% and 59% respectively.

Those surveyed in Saudi did show higher levels of trust in third-party endorsements of products and services, in comparison to a brand’s own positioning; 59% trust third-party endorsements, compared to 7% who don’t. There’s a 15% differential between those working (67%), and those who aren’t working (52%).

Trust in Social Media

Overall, the Saudi respondents showed slightly higher levels of trust (37%) than mistrust (29%) in social media posts by influencers and people with lots of followers on products and services. Men were much more likely to be trustworthy (42%) than women (30%). And those who are working are also more trusting (41%) than those who aren’t (33%).

Social media has become a much more important source of information to the Saudi respondents than it was five years ago (53% agreed with this statement, opposed to 15% who disagreed). This is especially true of younger respondents and those on lower incomes. However, trust is still an issue with what people see online; 43% have low trust in what they see online (this jumps to 52% for those earning US$5333 and higher), compared to 17% who disagree.

When it comes to the most popular social media channels for information on goods and services, Facebook topped the list (28%), followed by WhatsApp (16%), Instagram (14%), and Snapchat (9%). One-tenth (11%) didn’t use any social media. Facebook was least popular among the youth (24%), who prefer visual applications and instant messaging. In contrast, Facebook was the most popular among expats, almost half (49%) of whom use the platform.

Trust in Media & Advertising 

Trust in media for Saudi respondents when it comes to products and service recommendations differed to the rest of the Gulf. Whilst branded websites scored top as the most trusted media (45%), television content, radio news and website articles also rated highly, with scores of 44, 39, and 39 percent respectively. Newspapers came second to last, at 36%, and blogs were the least trusted, at 33%.

When it comes to advertising, there’s a slight drop in trust among respondents. Television advertising is the most trusted, at 38%, followed by billboards at 37%, and radio at 31%. Online advertising is the least trusted, at 28%. A higher percent of respondents (32%) found online advertising untrustworthy than trustworthy.

When asked if they trust advertising less today than they did five years ago, 55% agreed and 13% disagreed. Men and those married with children were most likely to trust advertising less today than five years back. Saudis scored the lowest when it came to the impact of fake news on their trust in media sources. Only 58% agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. In contrast, 11% disagreed.

United Arab Emirates

united-arab-emirates-map

At 1010, the respondent base for the UAE was the largest from all the countries surveyed. Of this total, 18% were Emirati nationals, 24% Arab expats, 55% Asian expats, and just under 3% Western.

When it comes to gender, 65% were male, and 35% were female. Just under 42% were aged between 18 and 29, 38% were between the ages 30 and 39, and 20% were aged over 40.

In terms of salary, 37% earned over US$2,666 a month, 18% earned between US$1,066 and $2,665, 12% earned between US$533 and US$1,065, 8% earned between US$266 and US$532, and 7% earned less than US$265. The remaining 18% didn’t give their salary.

In terms of geography, 33% live in Abu Dhabi, 41% live in Dubai, 17% in Sharjah, and the remaining 9% outside those three Emirates.

Finally, 35% described themselves as single, 52% as married with children, and 11% were married but had no children. The remaining 2% were classed either as other or did not respond.

Family, Friends and Third Parties

Approximately 84% of those polled said they trusted face-to-face recommendations of products and services from their friends and family. The groups which exhibited the highest levels of trust were Western nationals (96%) and those earning over US$2,666 a month. Those groups who exhibited the lowest trust were earners below US$266 (70%) and those people living in other Emirates (77%).

When asked the same question about online, social media-based recommendations from friends and family, that number dropped to 55%. Young people aged between 18 and 24 were most likely to trust such recommendations (60%), as were Emirati, Arab Nationals and Westerners (65%, 66%, and 64% respectively). Asian expats (48%) and those living in Sharjah (49%) recorded the lowest levels of trust.

Conversely, almost two-thirds of people (63%) have more trust in what a third party says about a good or a service than what a brand says about its own goods and services.

Trust in Social Media

Only 39% of respondents trusted online recommendations from social media influencers or people with large followings. Unsurprisingly, considering how much time they spend online, younger people aged between 18 and 24 years are more likely to trust such recommendations (45%), as are Emiratis (52%).

Social media has become the most important source of information for people; 57% said social media has become a key source of information about goods and services today compared to five years back. However, half of the respondents also said that they have little trust in what they see on social media.

On social media Facebook is by far the most useful source of information for goods and services, with 52% of respondents using the site to know more about brands. Whatsapp was second, at 17%, and LinkedIn was third, with 10%. Surprisingly, Asian nationals and Westerners are the major outliers here, with only 45% and 44% respectively using Facebook, and 21% of Asians using WhatsApp as their preferred social media platform (I’m still not convinced however that a messaging app can be defined as a social media platform).

Trust in Media & Advertising 

For advertising, the most trusted formats were television and billboards (both at 45%), followed by radio (41%), and online (37%). Over half of respondents (57%) said they trust advertising less today than they did five years ago. This was most noticeable among those who were married and didn’t have children (75%), and those earning over US$5333 (64%).

Brand websites scored higher than both media and advertising for trustworthiness; 53% of respondents said they trust corporate websites. Trust in print publications, in newspapers and magazines, was highest, at 48%, followed by radio and television, both of which scored a 44% trust rating. Blogs were the least trusted source of information, at 39%. When asked about fake news and their trust in the media, the UAE respondents polled like their Saudi counterparts. Only 59% agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media, with 10% disagreeing.

Findings on Brand Building and Trust – YouGov/MEPRA Research for Bahrain, Kuwait, Oman and Qatar (Part 1)

trust-in-blue-marker

Trust is one of those intangibles which we as communicators must always focus on. Trust, that notion of one person relying on and believing in a second person, is key to changing attitudes and behavior. But how do you build trust, and what channels should you focus on? These are the questions that we need to answer to be able to do our job of building and protecting reputations. So, where should one begin when looking to build trust?

Based on research by YouGov, which was commissioned by the Middle East Public Relations Association and which included a survey of across the six Gulf states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates), Egypt, Jordan, and Lebanon, the place to begin isn’t online, but rather face-to-face. Fake media, less impactful advertising, and third-party advocacy are also reshaping where consumers in the region put their trust.

This is the first of four blog posts on the issue, to explore the findings country-by-country. but here’s the big picture headlines from the research, which surveyed 4,475 people across the region.

The first three posts will be a glimpse into the results, country-by-country, for Bahrain, Kuwait, Oman and Qatar, followed by Saudi and the United Arab Emirates in the second post later on in the week. The Levant and Egypt will follow next week. I’ll share big picture thoughts next week, in partnership with Gulf News.

Bahrain

Bahrain Map

152 people were surveyed in Bahrain, a third of whom were nationals and two-thirds expat.

Family, Friends and Third Parties

Bahrain’s population think highly of their friends and family. They scored the second highest in the Gulf for trust in face-to-face conversations with friends and family about products and services, at 88%. That trust doesn’t carry online, to social media; only 42% of respondents trust social media posts from friends and family about products and services. In contrast, 20% find such posts untrustworthy.

When it comes to third party endorsements, 69% of respondents agreed that they had more trust in what a third party says about a good or a service than what a brand says about its own goods and services. Only 8% disagreed.

Trust in Social Media

When it comes to social media posts by influencers, and people with lots of followers on products and services, there’s less trust and more distrust. Only 28% trust such posts, opposed to the 34% who show mistrust.

While social media has become more of an important source of information to Bahrain’s residents than it was five years ago (55% agreed with this statement, opposed to 14% who disagreed), just under half (47%) have low trust in what they see online (interestingly, the percentage of those who don’t is also 14%).

When it comes to the most popular social media channels for information on goods and services, Facebook topped the list (31%), followed by Instagram (27%), and WhatsApp came third (11%). A note on the research here – Twitter doesn’t appear in the responses, presumably as it wasn’t included in the survey options.

Trust in Media & Advertising 

Trust in media and advertising in Bahrain is mixed. At the top was a surprising choice – brand websites; 40% of respondents trust what they see on a brand’s own website. Newspapers and magazines were second, at 38%, website articles at 36%, and TV and radio reporting both at 34% respectively.

Bringing up the rear were billboards at 31%, television ads at 29%, radio advertising at 24%, blogs at 22%, and online advertising at 20%. Trust has fallen in advertising over the past five years, with 68% saying they trust advertising less now than they did five years ago. While you may think this is good news for trust in media, you’d be wrong. Almost three-quarters of respondents (74%), agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. Only 7% disagreed.

Kuwait

kuwait map

251 people were surveyed in Kuwait, just under a fifth of whom were nationals and over four-fifths expat.

Family, Friends and Third Parties

Kuwaiti residents are a little less trusting of their friends and family than their Bahraini counterparts; 85% said they found service and product recommendations in face-to-face conversations with friends and family as trustworthy. However, they’re more trusting than others online; 53% trust social media posts from friends and family about products and services. In contrast, 15% find such posts untrustworthy.

Third party endorsements are less trusted among Kuwait-based respondents; 63% said they had more trust in what a third party says about a good or a service than what a brand says about its own goods and services. Only 6% disagreed.

Trust in Social Media

Considering the number of social media influencers based in Kuwait, the response to the question of influencer trustworthiness was fascinating. Only a quarter of respondents found influencer posts on products and services trustworthy, compared to 31% who didn’t.

Social media has become an essential source of information on goods and services to people in Kuwait, according to the survey, with two-thirds agreeing that social media had become more important compared to five years back. However, trust online is an issue, with 48% having low trust in what they see online (this is opposed to 16% who don’t).

The most popular social media channels for information on goods and services are Facebook, which dominates at 56%, followed by Instagram (17%) and WhatsApp (9%).

Trust in Media & Advertising

Kuwait’s respondents view media in a similar fashion to their Bahraini brethren in terms of their most trusted choice, which was a brand’s own website (47%). The next most trusted medium was website articles (34%), and radio stories (32%). Newspapers and television fare worse, at 28% and 30% respectively, which is surprising considering Kuwait’s wide selection of newspapers and television (Kuwait has the most open media in the Gulf). Blogs were the least trusted, at 28%. Seven out of ten respondents (71%) said that fake news has dented their trust in mainstream media reporting.

Radio and online advertising are the least trusted, both with a 23% approval rating. Television advertising fares slightly better, at 28%. The most trusted advertising medium was that of outdoor, with billboards scoring a 33% approval rating. Two-thirds of respondents trust advertising less today than they did five years ago, with ten percent disagreeing. Similar to Bahrain, just under three-quarters of respondents (71%), agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media (5% disagreed).

Oman

omanmap

The map of Oman excluding Musandam

151 people were surveyed in Oman, over 57% of whom were Omani nationals and 43% were expats.

Family, Friends and Third Parties

The Oman-based respondents were the least trusting of face-to-face recommendations for products and services from friends and family; 83% said they’d trust such a recommendation. That dropped to 43% for recommendations from family and friends on social media; in contrast, 23% of Omani respondents don’t trust product and service recommendations on social media from friends and family.

Third party endorsements are trusted by three-fifths of the respondents in Oman, with 12% distrusting what a third party says about a good or a service compared to what a brand says about its own goods and services.

Trust in Social Media

When it comes to influencers and social media, there’s little to tell when it comes to trust and mistrust – 33% trust posts by influencers or people with large followings recommending products and services, but 34% say the opposite.

Roughly half of respondents (52%) say that social media is a more important source of information about products and services than five years back. Half of the respondents (48%) have low trust in terms of what they see online (14% don’t).

Facebook is the most popular social media network, but only by a slim margin. A quarter of respondents said it was the most useful for information on products and services, compared to Instagram (19%), and WhatsApp (15%). LinkedIn came fourth, with 12%.

Trust in Media & Advertising

Trust in media among the Omani respondents is much higher when compared to the results from Bahrain and Kuwait. Radio is trusted the most (45%), followed by newspapers and television (both at 42%). Unlike Bahrain and Kuwait where they were the most trusted, brand websites are the fourth most-trusted, at 39%. Website articles are trusted by a third, with blogs coming in last at 29%. Sixty-three percent of respondents agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media, opposed to 13% who feel to the contrary.

When it comes to advertising, billboards and television are the most trusted, with 32% ratings respectively. Radio follows in third place, at 29%, with online advertising as a source of information abut products and services only trusted by 19%. Approximately 58% of respondents trust advertising today less than they did five years ago, compared to 11% who don’t. Fake news is little less of an issue in Oman, where 63% agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. In contrast, 13% disagreed with the statement.

Qatar

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150 people were surveyed in Qatar, 5% of whom were Qatari nationals and 95% were expats.

Family, Friends and Third Parties

The Qatar-based respondents were the most trusting of face-to-face recommendations for products and services from friends and family; 93% said they’d trust such a recommendation. That dropped to 57% for recommendations from family and friends on social media. Only 15% of Qatari respondents would not trust product and service recommendations on social media from friends and family.

Third party endorsements are trusted by two-thirds of the respondents in Qatar. However, 11% distrust whatever a third party says about a good or a service compared to what a brand says about its own goods and services.

Trust in Social Media

Qatar residents are similarly torn when it comes to trusting product and service recommendations from social media influencers or people with large numbers of followers. Roughly 30% do trust such recommendations, whereas 27% don’t.

However, what’s not up for debate is the importance of social media as a source of information on products and services today compared to five years back – 57% said it was, compared to 13% who said it isn’t. When it comes to trust in social media, almost half (47%) have low trust in what they see online, compared to 13% who don’t.

When it comes to which social media network is the most popular for finding information on products and services, Facebook is the leader by far with 60% of the vote. Surprisingly, LinkedIn is second with 10%. One in ten say that they don’t find any social media network useful for finding information.

Trust in Media & Advertising

The media trend in Qatar follows that of Bahrain and Kuwait; brand websites are the most trusted for information on products and services, at 44%. What does buck the trend is the second most-trusted source, which is website articles at 35%. Considering Qatar’s extensive media sector, trust in other media doesn’t show much difference to the other countries above: newspapers are trusted by 33%; radio by 31%, and television by 28%. Blogs are the least trusted, at 20%. Roughly 68% agree with the statement that so-called ‘fake news’ has lowered trust in mainstream news media, with 9% disagreeing.

Advertising fares worse, with the most popular medium, namely billboards, only scoring a 31% trust rating. Television follows at 29%, radio at 23%, and online at only 20%. Approximately two-thirds or 67% of respondents trust advertising today less than they did five years ago, compared to 10% who disagree. When it comes to fake news, 68% agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media, and 9% disagreed.

The rise of the Khaleeji Woman as online content creators (part two)

As it’s International Women’s Day, I couldn’t wait any longer and, I’ll be brutally honest, I wanted to see lots of cake porn! Here’s the second of a two-part guest blog on how women across the Gulf are using social media and their skills not only to create entertaining and informative content, but to also earn a living. In this second post, Paul Kelly, creative director and co-founder at Digital Ape, argues that brands need to rethink how they both develop and execute content creation strategies with online female content creators in the Gulf. Enjoy the read, and let Paul know what you think!

During the last post, we discussed a survey of MENA based women, and their attitudes to content, particularly food content online. This week we will focus on the content creators who these surveyed women follow and imitate. We will look at how they are creating engaging content and why that matters for brands and publishing houses alike.

How are they doing it?

People are attracted to people. If I can find someone online, who understands what happens in my day, speaks my dialect and knows what I need better than say a publisher in Dubai, then I will follow their content, and my friends will too.

Women across the GCC are doing this in their millions, Khaleeji women want to see themselves reflected in their entertainment, and they want advice and recommendations tailored to them. Gone are the days when they must consume content created by an American in New York, and served to them on TV or in print. Women from the UAE to Saudi and beyond and seeking out other women who look like them, speak like them and understand their lives.

This I believe is one of the reasons why old fashioned publishing houses, should be quaking in their boots. As much as we try, Western or Levantine men in Dubai will never truly understand what Khaleeji women want in entertainment content, and now that they have a choice, these women will choose to consume content made by their peers and when that happens at scale, these content creators become publishers in their own right.

A content creator who builds an audience and keeps them engaged is no different to a publisher, and creators with a female Khaleeji audience, have an audience underserved by content, and exponential growth rates equal revenue.

The train-wreck.

So how has it come to influencers being ridiculed for their work? Worse still, how has it come to people calling themselves influencers, buying audiences and getting a free meal ticket?

Aside from the typical Dubai-syndrome of echo chamber marketing; it’s a mix of naïve marketing managers chasing trends, agencies ill-equipped for creative relationships (trying to replace banner ad revenue) and people who see social media as a shortcut to making a quick dirham.

Instead of actively investing the time needed in these powerful communities, brands, in place of real strategies, throw wads of cash at so-called influencers and hope for big results, often leading to disappointment.

At Digital Ape, we’ve got this down to an art. Just like money is a hygiene factor when it comes to employment, so too is it when it comes to dealing with real people creating content. It’s about giving content creators what they need; Props, filming equipment, sessions with filmmakers, assistance in real-time sessions with editing, contract help, this way everyone gets the best of the relationship. Creators develop better content with help from the brand thereby growing audiences, which in turn helps the brand. Women develop a revenue stream from content that fits and that the audience understands. This isn’t horse trading it’s about developing a win-win situation for creators, brands and audiences.

Find the fit for your brand by having an empathetic network of people to draw on, then seek out their audiences. Work WITH them. Don’t use influencers, work with your content creators. It’s an investment that pays handsomely.

 The future.

It’s no surprise that local publishing houses are scrambling to get on board with the creator craze – they after all, were the content creators and influencers of an older generation. Less able to respond to a new reality of screens and pixels, and even less able to understand how to convert revenue from the eyeballs they’ve been left behind as content becomes borderless and habits are quickly changing.

After all, is what someone like PewDiePie doing any different to what VICE was doing in 2010? Arguably with 54mn subscribers (at time of writing) on YouTube he has as much impact as a medium sized cable network. Is Kim Kardashian any different to Hello! Circa 1998? Her ability to shift units of anything she sells is phenomenal.

Some will argue until that until we have proper regulation in the GCC we’ll never achieve a level of sophistication that will mean any content creator is taken seriously.

Forget that.

What I am, and us at Digital Ape say, is that the content creators are the new publishers. Instead of being locked up in an edit suite at MBC, they are at home in their own bedrooms with their phones, doing the exact same thing, for an audience which increases with every post.

What we are seeing is a new model of content democracy where the 1% who make the content for the 99% are now starting to take back their revenue. Where once it was the Newscorps or CNN’s or ITP’s relying on their talent to sell time, space or inches, it’s now the Felix’s, Rayyan’s and countless mothers, wives and daughters who have a passion to create that will shape our entertainment for the next 20 years.

Digital Ape’s research with MENA women underlines the role digital plays in offline purchase intent

The rise of the Khaleeji Woman as online content creators (part one)

In the run up to International Women’s Day, I’m delighted to share with you a two-part guest blog on how women across the Gulf are using social media and their skills not only to create entertaining and informative content, but to also earn a living. In this two-part special, Paul Kelly, creative director and co-founder at Digital Ape, will share his insights on the rise of the Khaleeji women as online content creators. Thank you Paul for two great articles; I hope you enjoy this read as much as I have done.

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With over 1.2 million followers, the Kuwait-based Instagram account omaziz_kitchen is just one example of many cooking-focused social media accounts in the MENA region.

In the echo chamber that is our social newsfeeds, I’ve seen an increasing amount of antipathy towards social media creators that are commonly being called influencers. Case in point is Felix Kjellberg’s (aka PewDiePie) recent poor decision-making transgressions and resultant glee of the cable news media in his corporate downfall (not that his followers seem to care in the slightest). This backlash against PewDiePie is reflective of a larger trend of hostility towards the world of so-called social media influencers.

It’s not without reason, either.

To begin with, the word influencer is horrible.

It feels like an archaic relic of when brand marketers relied on word-of-mouth via focus groups to influence purchasing decisions and has no place in the modern marketing dialect.

Next, there’s social media accounts that reference the word influencer in their bio to – a tip; if you see that run a million miles.

There is a better a way, which begins with recognizing true influence for what it is.

At Digital Ape we have been working with so-called influencers since 2009, first as web publishers and now as branded content specialists. However, influencer is not a term we use. We call them content creators, and we refer to their followers as their communities. In 2017, the creators’ influence on their own communities is very real, and has a lot of parallels with the Publishing Houses of the decades before it.

There is also something deeper to this influence.

It’s creating a movement amongst some of the most underemployed people of the Gulf – women – and setting them on the road to being financially independent, through employment on their own terms, at times that suit their family schedules. How?

Let’s talk about true influence.

Digital Ape commissioned a survey of 1500 MENA-based women late last year; we were interested in their content habits online, particularly in relation to food content. Even we were surprised with the results.

  • Content creators are trusted 3X more women than brands.
  • Online content creators are as important as friends and family recommendations when it comes to purchasing decisions offline – Interestingly brands are half as likely to influence a decision themselves;
  • In Saudi, non-branded (e.g. content creators) channels on social media are more popular than family and friends, and double that of brands, in trust weighting;
  • Digital content drives 65% of purchasing decisions compared to 35% offline;
  • WhatsApp is the most popular recipe sharing tool in the MENA region, with Snapchat becoming increasingly popular amongst 35-44 segment;
  • 84% of respondents don’t see any problem with a content creator featuring a brand in their content;
  • Facebook is for old people! At a factor of 50%, Facebook is more popular among 35-44 year olds compared to 18-24 and 35-34, with Instagram, WhatsApp and Snapchat far exceeding Facebook’s popularity;
  • YouTube is the most popular place for GCC women to find inspirational ideas for cooking;
  • TV and Radio are diminishing down the scale of importance in purchasing decisions by a factor of 3 compared to digital content channels, across all age groups.

If you think that influencers are a flash in the pan, you’re wrong. But likely if you’re thinking that, you’re not in the right frame of mind to begin with.

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Instagram, Snapchat and WhatsApp are the most popular apps for younger audiences when it comes to sharing among women in the MENA region. Facebook is most popular for women aged between 35 and 44.

What are content creators achieving?

There are hundreds of female content creators in Saudi Arabia and Kuwait with communities of over one million people. Even I was skeptical at first, and thought, like you might be now, that the communities were fake, somehow generated from a click farm in a faraway country. However, a deeper dive and a more intelligent way to look at influence is to look at engagement rates from communities. Comments on each piece of content are a great place to start, apply cultural context to the creators and you begin to see that this influence is real.

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The most powerful online driver of purchasing decisions offline is a recommendation by family and friends, followed by cooking channels.

Our survey told us that the audience know the creators are working with brands, these “sponsored posts” get incredible engagement results. We have seen engagement rates of 5-15% on millions of followers, encouraging hundreds of actions from a single piece of creative content.

The best part? They are mothers, daughters and wives – making content for their peers, and earning their own money to ensure that if society makes it hard to get a job, they have an income from their passion anyway.

Now that we have seen what content creators, and women are doing, next week we look at how they are doing it and why this matters for audiences, brands and traditional content publishers.

Guest Blog – How To Meet Your Customers Changing Expectations

We've gone from digital natives to mobile natives. As consumer expectations change, how can we communicators remain relevant? (image source: www.mirror.co.uk)

We’ve gone from digital natives to mobile natives. As consumer expectations change, how can we communicators remain relevant? (image source: http://www.mirror.co.uk)

I’ve asked a number of prominent communicators to talk about the importance of communications and design when it comes to customers. Julio Romo (on Twitter as @twofourseven and on LinkedIn here), an International Communication Consultant and Digital and Innovation Strategist, shares his insights on how communications is changing and how customer experiences are impacting our jobs as communicators. Julio, over to you.

How To Meet Your Customers Changing Expectations

People around the world are today more connected than ever before. Let it be through social media, smartphones or both. The way we are now connected has influenced and changed the way in which our beliefs and expectations are shaped.

Let me give you some facts. There are over 2.3 billion social media accounts worldwide – Facebook has 1.79 billion monthly active users (92% access via mobile), Twitter has 313 million active monthly users and Instagram has 400 million monthly active users. These are very top line numbers. They are Impressive, but missing some context.

Now the context, one in every six minutes that is spent online is spent on Facebook, 2.5 billion comments are made on Facebook Pages, 6,000 Tweets are sent every second. The more content that is out there the quicker that we must be to filter out what we think is not relevant to what we want to learn.

Research by Microsoft also tells us that our attention span is now down to 8 seconds, that is shorter than that of a goldfish. The speed at which we make decisions has also shortened to what Adobe calls, the last millisecond. We live in extraordinary and highly competitive times.

People have changed how they make decisions. Today it is the experience that they get from their engagement that shapes their perceptions and decisions-making. Get the experience right and in a fraction of a second you keep and possibly convert an individual. Get it wrong and you risk loosing your customer, possibly for good.

Think about it this way:

And the benefits? Well, insight from Bain & Co tells us that increasing customer retention rates by 5% increases profits by 25% to 95%. Not bad at all.

Experience that your audiences receive matters. Design and the way in which they interact with you certainly matters. And today, the customer matters more, and they know this.

The customer journey has to be simple and rewarding. It has to deliver an experience that not just converts them, but gets them to return and amplify the positive engagement that they’ve had. And it is in this connected world that reputations are built and broken.

A McKinsey report states, ‘Consumers now have much more control over where they will focus their attention, so companies need to craft a compelling customer experience in which all interactions are expressly tailored to a customer’s stage in his or her decision journey.

So how do we secure better engagement from our target market and audiences? That is simple, yet not very straightforward. Organisation must become agile and nimble. They must become better at listening and learning. And their communications and marketing must be always-on and responsive – be ready to respond to customer service issues. Our digital touch points need to be built around the personas of our audiences, yet bearing in mind that like technology, peoples behaviour and expectations changes fast, especially when start-ups come into play disrupting business as usual.

Some companies have already embarked on a journey of change to ensure that they remain relevant. In 2005 the former FT US Technology Correspondent and Columnist Tom Foremski coined the term ‘Every Company is a Media Company.’ A term that still to this day is alien to many. Yet some organisations have changed their PR and communications teams into modern day brand newsrooms that monitor news, deliver content and engage through social channels.

Having and understanding of the audience and designing for them will give companies access to a global market that in 2014 McKinsey thought this year could have been worth $2 trillion in potential sales. Being nimble and agile is a must. Having your communications, marketing and customer service teams working together is what will help your businesses grow in a competitive market.

After all, bad news travels fast on social media. According to Zendesk, bad experiences are shared with more people than good experiences, and more customers share bad experiences than good through social networks like Twitter and Facebook.

Today, people who complain are the ones that you know about. People expect and we must deliver, we must be what they expect, more customer centric. Because it matters to our reputation, our business and in competing markets it gives us competitive advantage.

The building of successful businesses today depends on the gaining of more insight about audiences. Understanding their behaviour and decision-making and roadmappiing their journey so that they find what they want on platforms relevant to them.

Now more than ever we have to move towards acting on insight and data in order to secure attention and engagement from people.