Algeria Morocco Bahrain Oman Egypt Palestine Iraq Qatar Jordan Saudi Arabia Kuwait Tunisia Lebanon UAE Libya Yemen arabyouthsurvey.com asdaabm.com bm.com psbresearch.com #arabyouthsurvey “We want to embrace modern values.” A White Paper on the Findings of the ASDA’A Burson-Marsteller Arab Youth Survey 2014 Published in 2014 by ASDA’A Burson-Marsteller This White Paper can be obtained from the ASDA’A Burson-Marsteller Arab Youth Survey website: www.arabyouthsurvey.com Copyright © 2014 ASDA’A Burson-Marsteller www.asdaabm.com All rights reserved No part of this document may be reproduced in any form or by any means without written permission of ASDA’A Burson-Marsteller ASDA’A Burson-Marsteller and ASDA’A Burson-Marsteller Arab Youth Survey logos are trademarks of ASDA’A Burson-Marsteller. Other company, product and service names may be trademarks or service marks of their respective owners. Algeria Jordan Morocco Saudi Arabia Bahrain Kuwait Oman Tunisia Egypt Lebanon Palestine UAE Iraq Libya Qatar Yemen 2 Letter from the Ceo Contents 4 Survey methodoLogy 6 top ten findingS 8 in-depth inSightS 28 demographiC data 29 about uS 2 ASDA’A Burson-Marsteller letter from the Chief exeCutive offiCer the substantial investment in this thought leadership platform demonstrates our firm belief in the prinCiple of evidenCe-based CommuniCations. Arab Youth Survey 2014 3 Every year ASDA’A Burson-Marsteller conducts the Arab Youth Though thousands of young citizens have taken to the streets Survey because we understand how important it is to access to demand change, many more are using the internet and social reliable data here in the Middle East, where research is often media platforms to voice their opinions. As the online world limited. The substantial investment in this thought leadership becomes an intrinsic part of Arab society, the youth of today platform demonstrates our firm belief in the principle of are fast becoming the 24-7 social network generation. evidence-based communications. Youth in Saudi Arabia, which boasts the highest Twitter and YouTube usage per capita of any country in the world, are using sites such as Twitter to demand social change while citizen the aim of thiS annuaL Survey, journalism continues to play a key role in driving the world’s now in itS Sixth year, iS to preSent outlook on the ongoing conflict in Syria. evidenCe-baSed inSightS into The ASDA’A Burson-Marsteller Arab Youth Survey is an important the attitudeS of arab youth, snapshot of what is happening in the region. One of our top findings in our 2010 survey, for example, was that the single most providing pubLiC and private SeCtor important priority for young people was living in a democratic society. organiSationS with data and anaLySiS to inform their deCiSion- three yearS after the arab Spring, making and poLiCy formation. we are Starting to See the optimiSm feLt during the revoLutionary yearS Our first study in 2008 evaluated the hopes and aspirations of wane and an inCreaSing emphaSiS 1,500 Arab youth between the ages of 18 and 24 years on the "here and now" and the roLe in six countries; Saudi Arabia, UAE, Kuwait, Qatar, Egypt and Jordan. This year’s edition is a cross section of the opinions of of nationaL governmentS. 3,500 young Arabs in 16 countries across the Middle East and North Africa, with insights into the young people of Palestine included for the first time. Similarly, it is evident in this year’s findings that more youth are turning to social networks as they gain increasing trust in the blogosphere. In the six years since we started the Arab Youth Survey, the region has witnessed dramatic technological, social and As the region continues to evolve so does the ambitions political changes, much of which are evident in the findings that of the region’s youth. The ASDA’A Burson-Marsteller Arab Youth we have produced. After decades of living under oppressive Survey provides an insight into their hopes and beliefs in what is dictatorships, thousands of citizens took to the streets to demand a defining era for the Arab world. We hope that the results of the change and in doing so toppled two leaders in Egypt, and a 6th Annual ASDA’A Burson-Marsteller Arab Youth Survey are further two in Yemen and Tunisia, removed Muammar Gaddafi informative and that the research will continue to further from power in Libya and plunged Syria into civil war with an constructive dialogue on realising the hopes and aspirations enormous loss of life. of this important demographic – the region’s 200 million youth. In the intervening years we have seen Egyptian citizens take part in the country’s first democratic election in decades, only to see the newly appointed president overthrown within the year; we have witnessed Libya continue to grapple with rebel fighters who openly and regularly defy the new state; Tunisia endure months of crisis and Syria enter its third year of civil war. Sunil John Chief Executive Officer ASDA’A Burson-Marsteller 4 ASDA’A Burson-Marsteller survey methodology The 6th Annual ASDA’A Burson-Marsteller Arab Youth Survey Respondents, exclusively nationals of each of the surveyed 2014 was conducted by international polling firm PSB to countries, were selected to provide an accurate reflection of explore attitudes among Arab youth in 16 countries in the each nation’s geographic and socio-economic make-up. The Middle East and North Africa. PSB conducted 3,500 face-to- gender split of the survey is 50:50 male to female. The margin face interviews between December 2013 and January 2014 of error of the 6th Annual ASDA’A Burson-Marsteller Arab with Arab men and women in the age group of 18 to 24. Youth Survey 2014 is +/-1.8%. The aim of this annual survey, now in its sixth year, is to There were 200 respondents for each country represented in present evidence-based insights into the attitudes of Arab the survey, except for the UAE, Saudi Arabia, Egypt with 300 youth, providing public and private sector organisations respondents each, and Iraq with 250 and Palestine with 150. with data and analysis to inform their decision-making and The geographic location of respondents was also taken into policy formation. account by PSB when developing the fieldwork methodology The survey is the most comprehensive of its kind covering the – with, for example, 40% of UAE respondents in Abu Dhabi, six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, 40% in Dubai and 20% in Sharjah. Saudi respondents were Qatar, Saudi Arabia and the UAE), Algeria, Egypt, Iraq, Jordan, drawn from three of the country’s regions; Riyadh, Jeddah Lebanon, Libya, Morocco, Palestine, Tunisia and Yemen. The and Dammam; Palestine’s youth from the West Bank and survey did not include Syria due to the civil unrest in the country. Gaza; Oman’s youth from Muscat and Batinah; Lebanese youth from Beirut, Saida, and Tripoli; Tunisian youth from Participants were interviewed in-depth about subjects ranging Tunis, Sfax and Soussa; Iraqi youth from Baghdad, Irbil and from the political to the personal. Topics explored included the Basrah; Egyptian youth from Cairo, Alexandria and Mansoura, concerns and aspirations of Arab youth, their views on the and so on across each country. economy and the impact of the Arab Spring, their media consumption habits, and attitudes towards traditional values When analysed, this geographic spread provides a more and the people who influence them. accurate national picture than findings based solely on the responses of those living in capital cities. originaL 2008-10 CountrieS UAE Oman Qatar Bahrain KSA Kuwait Egypt Jordan Lebanon N=300 N=200 N=200 N=200 N=300 N=200 N=300 N=200 N=200 Abu Dhabi Muscat Doha Manama Riyadh Kuwait City Cairo Amman Beirut 40% 50% 55% 100% 40% 20% 50% 50% 60% Dubai Batinah Al Rayyan Jeddah Al Hawalli Alexandria Irbid Saida 40% 50% 45% 40% 30% 25% 25% 20% Sharjah Dammam Al Ahmadi Mansoura Zarqa Tripoli 20% 20% 20% 25% 25% 20% Farwaniya 30% Arab Youth Survey 2014 5 new in 2011 new in 2012 new in 2013 new in 2014 Iraq Tunisia Libya Algeria Morocco Yemen Palestine N=250 N=200 N=200 N=200 N=200 N=200 N=150 Baghdad Tunis Tripoli Algiers Casablanca Sanaa West Bank (50%) (50%) (50%) (50%) (25%) (50%) (50%) Irbil Sfax Benghazi Oran Fes Al Hudaydah Gaza (25%) (25%) (25%) (25%) (25%) (25%) (50%) Basrah Soussa Misrata Constantine Rabat Ta’izz (25%) (25%) (25%) (25%) (25%) (25%) Marrakech (25%) 6 ASDA’A Burson-Marsteller top 10 findings What do 200 million arab youth have to say about their future? 1 2 3 a groWing youngsters are number of arab rising living Confident in their youth are embraCing Costs and national governments’ modern values, While unemployment ability to deal With a family, friends and are the biggest Wide range of issues. religion Continue to ConCerns for ConfidenCe in the shape their opinions youth aCross the long term impaCt and influenCe middle east of the arab spring their lives is dropping A growing number of Arab youth are adopting Arab youth are confident in their governments’ For the fourth year running, Arab youth modern values as digital technology reshapes ability to deal with a wide range of issues cite the rising cost of living as their biggest behaviour and attitudes. However, family, including living standards, economic stability concern, closely followed by anxiety about friends, parents and religion still have the and unemployment but the positive momentum unemployment, which has been steadily most influence on youngsters and their felt during the Arab Spring is declining. rising year-on-year. outlook on life. 4 5 6 entrepreneurial the uae is the arab youth spirit is high and a Country that most believe that Civil groWing number of arab youth Would unrest is the biggest young arabs Would like to live in and is obstaCle faCing like to Work in seen as a model the region the private seCtor for their Country to emulate The majority of Arab youth believe that More Arab youth are likely to start a business For the third year running, the UAE civil unrest is the biggest obstacle facing than in previous generations. Though the remains the most popular country to live the Middle East and will define the region’s government sector remains a popular choice, in and the country Arab youth would most ability to thrive in the future. an increasing number of young Arabs would like their country to emulate. like to work in the private sector. Arab Youth Survey 2014 7 7 8 9 arab youth an arab youth Consider their overWhelming are inCreasingly country’s biggest majority of young ConCerned about allies to be regional arabs believe they are obesity and lifestyle neighbours suCh as entitled to subsidised diseases and do saudi arabia and energy Costs, While not believe that the uae rather ConCern about Climate healthCare in than traditional Change is loW aCross their Country is Western the region improving Countries When asked to think about their country’s Concern about obesity and diabetes is rising Nearly 70% of young Arabs believe they are biggest ally, Arab youth are choosing their but many young Arabs believe that healthcare entitled to subsidised utilities and petrol, and GCC neighbours over traditional western in their country has not improved in the last while concern about climate change is rising, countries as Gulf governments’ political 12 months. it ranks significantly behind other issues in weight grows in prominence. terms of priority. 10 3,500 faCe-to-faCe television intervieWs is the most popular sourCe of neWs for the sixth year running, but a groWing number arab youth in the age of young arabs are turning to online group of 18-24 years and soCial netWorks to get their neWs sample split 50:50 male/female Television remains the most dominant source of information for the sixth consecutive year but a growing number of Arab youth are going online to get their news. 8 ASDA’A Burson-Marsteller in-depth insights As Arab youth become more global citizens, a growing number believe traditional values are no longer relevant and are keen to embrace a more modern outlook. In 2011, just 17% of youngsters said traditional values are outdated, rising to 35% in 2012 and 40% in 2013. Attitudes towards modernity 1 are similar across the region with 44% of respondents in the Gulf and 46% in the other Arab nations believing that traditional values belong in the past. The significant shift in attitude comes amid a rise in social media consumption, smart phone penetration and exposure to new ideas and beliefs through international media and travel. Though preference for traditional values is declining, youth are still turning to their family, parents, friends and religion for advice and counsel. When asked to consider who is the biggest influence on their lives and their outlook on life, two thirds (67%) of young Arabs cite their parents, followed a groWing number by 58% family, 56% religion and 46% friends. While there is no doubt that family, religion and friends continue to play of arab youth are a leading role in young people’s lives their influence is falling while external influences are rising. embraCing modern When asked for the first time this year how much influence social media/bloggers and TV celebrities have on their outlook values, While family, on life, more than a third (35%) cite social media and almost one in five (19%) mention TV celebrities, indicating the growing friends and religion importance of the internet on youth. Community leaders, music and sports are also playing a more central role in youths’ lives Continue to shape with influence from community leaders rising from 33% in 2013 to 38% and pop stars from 16% to 20%. their opinions and influenCe their lives the SignifiCant Shift in attitude ComeS amid a riSe in SoCiaL media A rising number of Arab youth are adopting modern values as digital technology reshapes behaviour and attitudes. ConSumption, Smart phone Nearly half of all youth polled (46%) agree with the statement penetration and expoSure to “Traditional values are outdated and belong in the past; I am keen to embrace modern values and beliefs”, compared new ideaS and beLiefS through to only 17% in 2011. internationaL media and traveL.