Ays 2010 white paper - march 13, 2011

A White Paper on the findings of the
Third Annual ASDA’A Burson-Marsteller
Arab Youth Survey 2010
www.arabyouthsurvey.com
www.asdaa.com

Dubai, United Arab Emirates
March 15, 2011

Dear friends,
Three years ago, when we launched the First Annual ASDA’A Burson-
Marsteller Arab Youth Survey, we did so knowing that to understand the
future of the region, one had to understand the opinions, hopes and
aspirations of young people in the Middle East.
Recent events in Tunisia, Egypt and Libya have shown just how important
those hopes and aspirations are, and just how dangerous it is to ignore them.
Nearly 60 per cent of the population of the Arab world is below the age
of 25. That’s more than 200 million people who are affected by key social
problems such as unemployment, a rising cost of living and frustration at the
lack of direct political participation in government.
Based on 2,000 interviews conducted before the protests swept the region,
the findings of the 2010 ASDA’A Burson-Marsteller Arab Youth Survey,
analysed here, reveal the moods and feelings of a generation on the cusp
of change. We wanted to see how recent events had altered the attitudes
of young people, so, during February 26-March 5, 2011, we went back into
the field and interviewed 500 more young people in Egypt, Iraq, Bahrain,
Lebanon and Jordan for a Survey Update. Their responses, which are in the
last section of this White Paper, make for fascinating reading.
The challenges facing this generation are huge - an acute absence of
opportunities combined with rising costs of living, a lack of representation
and, in some countries, a feeling that any economic recovery is failing to
trickle-down - are equally important in feeding the frustrations that have
brought such rapid and surprising developments across the region.
The youth revolution in the Middle East is a game changer. In the short term
there will be difficulty in building democratically run institutions, which
will take over from autocratic regimes that were really not accountable to
their people. In the long term freedom and democracy can transform the
region slowly but surely into an emerging market of significance in the global
economy.

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Information technology played a critical role in providing a voice to Arab
youth. TV networks such as Al Jazeera and Al Arabiya provided the minute-
by-minute information and reports, largely unencumbered by government
interference, but it was the new social networks such as Facebook and
Twitter that were brilliantly harnessed by Arab youth as tools to organise the
protests on the ground.
The youth of the Arab world have been ignored for too long. For too many
years, governments and international agencies have spoken of the problems
youth face as either something abstract or something for the future. The
past few months have demonstrated in the clearest possible terms that
those problems are real, and that the future is here.
But amid the obstacles lie opportunities. A youthful population, with a global
outlook, can be a driver of growth. Technologically savvy, politically aware
and increasingly entrepreneurial, this generation, given the opportunity, can
rise to the considerable challenges they face. After years of relative silence, a
generation has now spoken. It is high time we listened.
Sincerely,

Sunil John
Chief Executive Officer
ASDA’A Burson-Marsteller

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About the ASDA’A Burson-Marsteller
Arab Youth Survey Methodology

The study was commissioned by ASDA’A Burson-Marsteller to focus on attitudes
Associate company Penn among Arab national and expatriate youth aged 18 to 24 in 10 Middle East
Schoen Berland (PSB) countries: the six countries of the Gulf Cooperation Council (Saudi Arabia,
conducted 2,000 face-to- UAE, Qatar, Kuwait, Bahrain and Oman), Jordan, Lebanon, Egypt and, for the
first time, Iraq.
face interviews among
respondents between The research was designed to uncover country differences and common trends,
December 27, 2010 and looking at issues including: attitudes to democracy, access to technology, media
consumption trends, social media networking, use of leisure time, spending
January 20, 2011.
habits and attitudes towards education and employment.

Associate company Penn Schoen Berland (PSB) conducted 2,000 face-to-face
interviews among respondents between December 27, 2010 and January 20,
2011.

The respondents were selected to provide an accurate reflection of each
country’s demographic, geographic, and socio-economic mix. The 2,000
respondents included 250 young people from the UAE, 200 each from Saudi
Arabia, Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman and Qatar; and
150 from Iraq. The entire sample was weighted to include 20 per cent of
respondents from the AB socio-economic group; 35 per cent from C1 and 45
per cent from C2. The gender split of the survey was 60:40 male to female.

All those taking part were young Arabs, and were either citizens of each
country, or a mix of nationals and expatriates according to the demographic
mix in each market surveyed. This meant that respondents in Bahrain, Egypt,
Iraq, Jordan, Lebanon and Oman were all nationals; in Kuwait and Saudi Arabia,
respondents were 75 per cent nationals and 25 per cent expatriates; and in
Qatar and the UAE, there was a 50:50 split between both groups.

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The geographic location of respondents was also taken into account by PSB
when developing the fieldwork methodology – with 40 per cent of Saudi
Arabian respondents living in Jeddah, another 40 per cent in Riyadh, and 20
Following unrest in the per cent based in Dammam, for example.

Middle East in January In the same way, UAE respondents were drawn from three of the country’s
2011, PSB conducted an emirates: Abu Dhabi, Dubai and Sharjah; Kuwait’s youth from four distinct
additional 500 face-to- regions: Kuwait City, Al Hawalli, Al Ahmadi, and Al Farwaniya; Lebanese youth
from East and West Beirut, and from Tripoli; and so on across each country.
face interviews in Egypt,
When analysed, this geographic spread provides a more accurate national
Jordan, Lebanon, Bahrain
picture than findings based solely on the responses of those living in capital
and Iraq. These interviews cities.
were conducted- among
Following unrest in the Middle East in January 2011, PSB conducted an
Arab nationals aged 18
additional 500 face-to-face interviews in Egypt, Jordan, Lebanon, Bahrain and
to 24. This fieldwork Iraq. These interviews were conducted among Arab nationals aged 18 to 24.
was conducted between This fieldwork was conducted between February 26 and March 5, 2011, in
February 26 and March 5, capital cities.
2011, in capital cities. All comparative data related to the Survey Update compares only the findings
from the five relevant countries during the December, 2010 to January, 2011
and February-March, 2011 periods.

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Introduction

To understand the Middle East, and its future direction, one must understand
the needs, desires and fears of its youth. The nations that comprise the
Middle East boast a population of 360 million – more than the US and
Canada, and almost three-quarters of the EU. What is more, that population
is young, and getting younger – two-thirds are under the age of 24,
compared with two-thirds over the age of 24 in the US, Japan and
In looking at the Western Europe.

Middle East, it must be As a result, according to the Arab League and UNDP, the region’s economies
acknowledged that the need to create 51 million jobs by 2020 to meet the demand of current
geographic designation unemployment and those entering the workplace. The Gulf Cooperation
Council alone need to create 4 million jobs in the next 20 years .
is far from being a single
political or even cultural Unemployment cannot be over-emphasised: according to the Arab Labour
entity. The Levant, the Organisation, an estimated 20 - 25 per cent of people aged between 15 - 29
Maghreb and the Gulf in the Middle East are currently without jobs – female unemployment is even
higher at 32 per cent. In Egypt and Morocco, it can take, on average, three
countries differ markedly
years for a school-leaver to find a job.
from each other, and
even within these blocs, In looking at the Middle East, it must be acknowledged that the geographic
designation is far from being a single political or even cultural entity. The
differences can outweigh
Levant, the Maghreb and the Gulf countries differ markedly from each other,
similarities. and even within these blocs, differences can outweigh similarities.

The countries of the Gulf Cooperation Council, for example, are frequently
treated as a politically and culturally homogenous group. Traditionally,
through not exclusively, oil rich, it has become easy to look at these states as
more privileged, and more stable, than the rest of the Arab world. As such
we end up with “us and them” analogies that, at face value, show a wide
divide between the economic successes of the Gulf states and the problems
faced by other nations.

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The unrest in Bahrain and Oman has proven that the GCC isn’t as
homogenous or as stable as once thought. In fact, only four of the six
states are oil (or, in Qatar’s case, gas) rich. Bahrain and Oman have largely
exhausted their oil wealth; while culturally, Bahrain, with its Shia majority,
stands apart from the overwhelmingly Sunni states that make up the rest
of the bloc.
So, young nations Even politically there are huge differences: Kuwait, for example, has a
present challenges, democratic system defined by infighting, corruption and periods of inertia
but also opportunities. that, while far from the envy of its neighbours, is recognisibly closer to
The skills, talent and political systems in the West than the regimes in most Arab states.
ability to work of a Still, the problems faced by all Arab states are remarkably similar. Youth
young population need unemployment is ranked as much of an issue in Dubai as it is in Beirut –
not be hindrances, but but the consequences of that unemployment are, for the time being very
drivers of growth. What different. The wealthier Gulf states have in place extensive social safety nets
that mitigate the impact of chronic unemployment; in countries where no
has become apparent,
such safety net exists, unemployment moves from being a mere concern to,
through the protests in perhaps, being the driving factor of mass unrest.
early 2011, is that the
The successes, too, are similar: today’s young Arabs are increasingly
region’s youth expect
connected and technologically savvy, as well as well-informed about current
to have a greater say in affairs, no matter where they are from.
their own destinies.
So, young nations present challenges, but also opportunities. The skills,
talent and ability to work of a young population need not be hindrances, but
drivers of growth. What has become apparent, through the protests in early
2011, is that the region’s youth expect to have a greater say in their
own destinies.

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GCC, Levant and North Africa: Economic & IT Indicators
GCC
Contribution
Internet Penetration Facebook Penetration
Population GDP -PPP of oil to GDP Unemployment
Country Penetration Rate penetration Rate
(million) (US billion) (per cent) ( per cent)
(million) (per cent) (million) (per cent)

Saudi Arabia 26.1 622.5 45 10.8 9.8 38.1 3.45 13.43

UAE 5.1 199.8 25 4.2* 3.78 75.9 2.05 41

Kuwait 2.8 144.3 50 2.2 1.1 40 0.55 20

Qatar 0.85 122.2 50 0.5 0.44 51.8 0.412 49

Oman 3.1 76.5 9 15 1.24 42 0.23 7.7

Bahrain 1.2 29.8 11 15 0.65 88 0.24 32

*A recent FNC statement said unemployment in UAE is 13 per cent - the measure was based on anyone
above 15 years of age not employed or looking for a job

Levant Region
Contribution

Syria 22.5 106.4 NA 8.3 3.9 17.7 0.03 0.1
Lebanon 4.1 58.7 NA 9.2 1 25 1.23 29.75
Jordan 6.5 33.8 NA 13.4 1.75 27 1.3 20.3
Palestine
4.2 11.95 NA 25 0.48* 9.6 0.35 8*
Authority
*Source: Economic and Social Commission for Western Asia

North Africa
Contribution
Egypt 82 500 NA 9.7 13.7 16 5.65* 7
Morocco 31.9 153.8 NA 9.8 10.4 33.4 3.03** 9.53

Tunisia 10.6 100.3 NA 14 3.6 34 1.67 15.8

Algeria 34.9 254.7 30 9.9 4.7 13.6 1.08 3.1
Libya 6.6 89 25 30 0.35 5.5 0.18 2.8

* Growth in Facebook users from 4.3 million on Nov 15, 2010 to 5.65 million as of March 1, 2011
** Growth from 2.2 million on November 13, 2010 to 3.03 million as of March 1, 2011

Source for Internet and Facebook: Internet World Stats and Social Baker
Source for GDP and other figures: CIA Fact File, Wikipedia, UAEinteract.com, Global Finance

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Top 10 Findings of the 2010 ASDA’A
Burson-Marsteller Arab Youth Survey
1. An enduring desire for democracy

2. Anxiety grows about rising cost of living

3. Gap between rich & poor of increasing concern

4. Less optimism about economic recovery and future outlook

5. Education gap widens betweens Gulf states and other Arab countries

6. Increasing preference to work in private sector, eagerness to start
own business

7. Internet makes more inroads, with social media growing in importance

8. Television the most popular and trusted source of news

9. Traditional values are paramount, while parents grow in influence

10. Increase in positive perception of global powers, growing sense of
global citizenship

Top 5 Additional Findings of the Survey
Update, March 2011
1. Importance of democracy is greater than ever – but so is desire
for stability

2. Concern about the cost of living, and corruption, continues to escalate

3. Increased frustration with domestic status quo

4. Support of the protests is high, and so is belief in their positive impact

5. Political views are increasingly liberal and forward-looking

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Executive Summary
The Annual ASDA’A Burson-Marsteller Arab Youth Survey, now in its third
edition, has never been more relevant. It’s findings reveal that the highest
priority for young Arabs is living in a democratic country, reflecting similar
priorities in previous Arab Youth Surveys. This was particularly important
in non-Gulf countries, where 80 per cent of respondents cited “living in a
democratic country” as their greatest priority, compared with 60 per cent
of GCC respondents. Iraqi youth placed the greatest emphasis on living in a
democracy, with 91 per cent saying this is “very important,” while Qatari youth
place by far the least importance on democracy (33 per cent).

The greatest current perceived challenge and concern among young Arabs is
the rising cost of living. In total, 48 per cent of respondents ranked the rising
cost of living as one of the greatest challenges, followed by unemployment
(36 per cent) When asked about their greatest concerns – as opposed to the
The Annual ASDA’A
greatest challenges – Arab youth similarly prioritised the rising cost of living:
Burson-Marsteller Arab 58 per cent said they were very concerned about this, down from 67 per cent
Youth Survey, now in its in 2009. Concerns about the high cost of living are especially acute in Egypt
third edition, has never (77 per cent), Lebanon (71 per cent) and Bahrain (68 per cent).
been more relevant. This year, the gap between the rich and the poor registered the most significant
It’s findings reveal that increase in perceived concerns among young Arabs, from 33 per cent in 2009
the highest priority for to 43 per cent in 2010. This issue is of much greater concern to non-GCC youth
young Arabs is living in (53 per cent) than to their peers in the Gulf (39 per cent).

a democratic country, Overall, the majority of Arab youth continue to believe that their country of
reflecting similar priorities residence is heading in the right direction, though the split between Gulf and
in previous Arab Youth non-Gulf countries is noticeable. Qatari youth are the most optimistic, at 88
per cent, while Lebanese (35 per cent) and Egyptian youth (38 per cent) are
Surveys.
the least optimistic. Saudi youth have experienced the greatest negative shift
in outlook (down from 98 per cent in 2009 to 62 per cent in 2010).

Perceptions of domestic economic recovery from the impact of the financial
crisis also vary widely, with more positive sentiment in the Gulf. In Qatar, 75
per cent of young people believe their country has completely recovered
from the crisis, while in Lebanon, 56 per cent believe their country has yet to
recover at all.

The educational expectation gap between GCC and non-GCC Arab youth is
extremely wide, and appears likely to widen further: 63 per cent of GCC youth
currently in school say they expect to pursue further education, compared to
just 14 per cent of non-GCC youth.

Employment expectations also vary between Gulf and non-Gulf countries.

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Most Gulf Arab youth would prefer to work for the government, while most
of their non-GCC peers aspire to a private-sector career. However, when it
comes to entrepreneurial aspirations, Gulf youth are the clear leaders, with
62 per cent saying they intend to start their own business in the next five
years, compared to 32 per cent of non-Gulf youth.

The playing field is far more level when it comes to communications. Internet
usage among regional youth continues to increase significantly, and is nearly
equal among Gulf and non-Gulf youth.
The findings from Social networking is growing in popularity throughout the region, with 60 per
the Survey Update cent of Arab youth saying they engage in online social networking, an increase
reveal that, while the of 28 per cent from 2009.
importance of democracy Despite the rise in Internet use, television remains the most popular and
is even more pronounced, trusted source of news, followed by newspapers and online news sources.
it is balanced by a desire
Traditional values, and their preservation for future generations is important
for stability. Young people to youth across the region, especially in Iraq and Bahrain: 82 per cent of all
in these countries are youth say that “traditional values means a lot to me, and ought to be preserved
markedly less confident for generations to come.”
that their countries
Young Arabs have increasingly favourable views of the major global powers –
are moving in the right although the views of specific nations sometimes diverge significantly.
direction than they were
The concept of global citizenship is increasingly important for many young
just a few months ago.
people, particularly in Lebanon, Qatar and Oman and especially Iraq, where
nine in ten respondents considered it very important. Global citizenship is less
important in Bahrain and Saudi Arabia, with less than half of young people in
Bahrain considering the idea to be important.

The findings from the Survey Update reveal that, while the importance of
democracy is even more pronounced, it is balanced by a desire for stability.
Young people in these countries are markedly less confident that their countries
are moving in the right direction than they were just a few months ago.

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An enduring desire for democracy
The Third Annual ASDA’A Burson-Marsteller Arab Youth Survey asked
respondents to rate different issues as ‘very important’ or ‘somewhat
important’. These issues varied from access to employment to the fear
of terrorism, from living in a safe neighbourhood to the value of living in a
democracy.

Two-thirds of those Two-thirds of those surveyed said that living in a democratic country was
surveyed said that living the most important issue for them as they looked to the future. Remarkably,
this has taken over from finding a job as the most important priority, given
in a democratic country
that the region needs to create about 50 million jobs by 2020 to employ its
was the most important predominantly young population.
issue for them as they
Nine in ten young Iraqis believe that living in a democracy is very important,
looked to the future.
while there is also a strong call for representation in Jordan, Egypt, Lebanon
Remarkably, this has and Bahrain. In the other Gulf states, only a third of respondents in Qatar
taken over from finding a ranked democracy as important, with two-thirds stating that living in a safe
job as the most important neighbourhood is a more pressing priority. Perhaps surprisingly, fully three-
priority, given that the quarters of those surveyed in the UAE said democracy was important, the
same figure as in Kuwait and just three points less than Egypt.
region needs to create
about 50 million jobs This represents a significant change from our first survey, in 2008, when only
by 2020 to employ its 58 per cent of respondents in the UAE saw democracy as very important. In
predominantly young Qatar, the change is more dramatic, albeit going against the grain: in 2008,
68 per cent of Qataris saw democracy as important, against just 33 per cent
population.
today. An exceptionally strong economy and pride in winning the 2022 World
Cup could well have altered the priorities for young Qataris. Across all the GCC
states, access to healthcare and maintaining a close relationship with family
were also priorities for young people.

Hand in hand with a desire for democracy, however, is increased concern at
the role Islamic parties play in politics. In total, 38 per cent of those surveyed
raised this as an issue – a jump of 9 percentage points from last year. The
concern is particularly marked in non-Gulf countries, with 46 per cent
expressing concern, against 35 per cent of those in the Gulf states. Given that
the vast majority of the predominately Muslim respondents cite religion as an
important influence in their life, the figures suggest that young Arabs are keen
to preserve a separation between religion and state.

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MOST IMPORTANT

MOST IMPORTANT

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BIGGEST CHALLENGE
Anxiety grows about rising cost of living

The single biggest challenge identified by all young Arabs is the rising cost of
living. While unemployment, human rights and fears over the economy are
regarded as pressing, the concrete reality of struggling to pay for goods and
seeing prices for basics trumped other more abstract concerns.

The rising cost of living was also cited as the biggest concern in the 2008 and
2009 Arab Youth Surveys, and this very material fear – that young people
won’t necessarily enjoy the benefits enjoyed by the previous generation –
isn’t restricted to the Middle East.

For young Arabs, however, the rising cost of living is strongly associated with
other concerns, particularly about employment. Egypt, where protests toppled
Hosni Mubarak as president, and Lebanon, which is once again gripped by
political turmoil, were the most concerned when it came to the rising cost of
living, with 77 per cent of Egyptians and 71 per cent of Lebanese citing the
issue as the biggest challenge they face. In the wealthier Gulf countries, more
than two-thirds of young people in Bahrain, which has seen its own political
turmoil and protests, saw the rising cost of living as a major issue; in Qatar,
however, this falls to less than half.

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Those in Egypt, Lebanon and Bahrain are the most concerned about the rise
in cost of living. In Egypt, standard of living and unemployment are also of
concern, providing the backdrop on which to view January and February’s
protests.

CONCERNS FOR 2011

Gap between rich and poor of increasing
concern
While the rising cost of living is still viewed as the biggest challenge, young
people were actually slightly less concerned about the issue than they were a
year ago, perhaps reflecting a positive sentiment towards economic recovery in
Concern over the rising
some countries. Concern over the rising gap between rich and poor, however,
gap between rich and
has registered a strong jump: almost half of those surveyed see this as a major
poor, however, has problem, against just a third in the 2009 survey.
registered a strong jump:
The wealth divide is of less concern to those in the richer Gulf states, where
almost half of those
the majority of national populations enjoy extensive, generous state benefits:
surveyed see this as a 53 per cent of young Arabs in non-Gulf countries cited the wealth gap as a
major problem, against pressing issue, against 39 per cent in Gulf countries. Interestingly, this is despite
just a third in the 2009 Gulf respondents being slightly more concerned about unemployment, which,
survey. again, can be attributed to the generous social services in place in most GCC
states, which soften the impact of joblessness on individuals and families.

The crucial point in the wealth divide appears to be where the “have-nots”
sit. In the UAE and Qatar, for example, even the poorest members of the
community are in a better financial position than the majority of their Arab

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compatriots outside of the Gulf. Half of Egyptians, for example, live under
or near the poverty line. As a contributing factor in the recent protests, the
wealth divide must be seen as significant; combined with a rising cost of living
and a perceived decline or stagnation in general living standards, a perception
that the gap is growing, even amid economic recovery, will serve as potent
fuel for resentment and anger.
ECONOMIC RECOVERY

Less optimism about economic recovery and
future outlook
From the evidence presented in the survey, it can be argued that the decisive
factor – the tipping point – that triggered regional unrest stems from the
continuing fallout of the global financial crisis. While the Middle East escaped
the full brunt of the economic slowdown, the effects on economies that
were growing slowly, or had implemented economic reforms that negatively
impacted the day-to-day living of some citizens, was disproportionate. Rising
food prices and increasing unemployment are factors that have driven the
desire for better representation, in being able to take decisions about how
they are governed.

Yet the most marked difference in the two countries surveyed that have faced
the biggest unrest – Egypt and Bahrain – does not necessarily stem from direct
fears over jobs, or the rising cost of living – and it’s a difference that has not
only local but global implications.

When asked about the economic recovery, in Bahrain, Egypt and Lebanon a
significant number of respondents (42, 44 and 56 per cent respectively) stated
that their countries had “not at all” recovered from the economic crisis. In
Iraq, admittedly starting from an extremely low base, 100 per cent thought

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the recovery was under way in one form or another; in the UAE, one year
on from the Dubai World debt default, only 2 per cent saw no evidence of
recovery.

The significance of this is telling: while Lebanon hasn’t seen the same sort of
protests as Bahrain or Egypt, that may have more to do with the country’s
unique politics and circumstances. After all, the country went through its
own “Cedar revolution” two years ago, which did not significantly change the
This survey is a sectarian political system.
measurement of The figures for Oman and Saudi Arabia may be a cause for concern: 23 per cent
perception of economic of young Omanis, and a quarter of young Saudis, see no evidence of recovery
recovery. Facts and figures – a crucial fact that is missed when comparing “GCC with non-GCC.” Looked
from governments, the at from a straight geographic divide – Gulf vs. non-Gulf, the figures point to a
growing divide between GCC and non-GCC countries, with 41 per cent of GCC
IMF and analysts may
respondents agreeing that their countries had completely recovered from the
suggest recovery is well crisis, against just 3 per cent of those outside the Gulf. In reality, fully half of
underway (as was the the GCC states, including the most populous one, are far less sanguine about
case with 2010 indicators their economies than the “GCC” grouping would suggest.
regarding Egypt) but
This survey is a measurement of perception of economic recovery. Facts and
these statistics are figures from governments, the IMF and analysts may suggest recovery is well
meaningless if the people underway (as was the case with 2010 indicators regarding Egypt) but these
on the ground see no statistics are meaningless if the people on the ground see no improvement.
improvement. This has global implications: austerity measures being enforced everywhere
from Europe to Latin America may be viewed as necessary to economic
recovery, but the perception of those on the ground – especially youth who
face the same issues with jobs and rising living costs as their compatriots in
the Middle East – suggests an unpredictable and unstable period ahead.

Overall, according to the survey results, the majority of Arab youth feel that
their country is going in the right direction, with 61 per cent believing their
country is on the right track, against 27 per cent who think it’s heading in the
wrong direction, and 13 per cent who are unsure. It should be noted that
this is an overall drop of 5 per centage points from last year, and breaking
the figures down regionally and by country reveals far more disparate, and
pessimistic, views.

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GENERAL OUTLOOK

In the GCC, 68 per cent of young people feel their country is going the right
direction – a significant drop of 11 percentage points from last year. Outside
In the GCC, 68 per cent of the GCC, the figure is 49 per cent – representing a surprising increase of 12
young people feel their points from last year.
country is going the right
Drilling down further into the countries themselves brings more surprises:
direction – a significant
Saudi Arabia and Bahrain saw the most precipitous drops; with Bahrain falling
drop of 11 percentage from 78 per cent to 55 per cent, and Saudi Arabia plunging from near universal
points from last year. approval at 98 per cent to 62 per cent. Qatar registered the only jump in
Outside the GCC, the approval in the GCC, from 62 per cent to 88 per cent, reflecting the country’s
figure is 49 per cent – economic success and winning the right to host the 2022 World Cup.

representing a surprising Outside the GCC, at first glance it seems surprising that most countries – Egypt
increase of 12 points from included – recorded a rise in the number of people thinking that their nation
last year. is on the right track. However, the approval ratings are still low – in Egypt,
even a jump to 38 per cent puts the level of those who view the country’s
direction favourably at about half that of any other country, and likely reflects
that some improvement in economic conditions and sentiment has started to
trickle down.

All in all, the outlook figures are somewhat unclear, and offer few clear-cut
indications, aside from the fact that Qataris seem particularly happy with their
lot. However, the figures do seem to suggest an eventual meeting between
sentiment in GCC and non-GCC states when it comes to positive outlooks, with
the former in decline and the latter on the rise.

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EDUCATION

Education gap widens betweens Gulf states
and other Arab countries
The area where the Gulf-non-Gulf divide is most marked is in attitudes to
education. In the wealthy UAE, nine out of ten respondents plan on continuing
education – a figure that is completely reversed in Jordan, where just one in
ten has the same plans. In the blocs as a whole, 63 per cent of young Gulf
Arabs plan on attending university, with just 14 per cent of their non-Gulf
compatriots planning on doing the same.

At the upper end, 90 per cent of UAE youth expect to pursue further education,
followed by Kuwait (74 per cent), Oman (63 per cent) and Bahrain (57 per
cent). At the opposite end of the spectrum, just 9 per cent of Jordanian youth
say they expect to pursue further education; low expectation levels also exist
in Iraq, at 11 per cent, Lebanon (12 per cent) and Egypt (21 per cent).

In terms of having a significant influence on the unrest, these figures offer
few clues. However, it does suggest that, based on the employment and
earning potential of graduates versus non-graduates, the existing economic
gap between Gulf and non-Gulf countries, which is currently largely based on
access to mineral resources, could continue, and even widen, as the nations
move to transition themselves into viable, diversified economies.

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FUTURE CAREERS

Growing preference to work in private
sector, eagerness to start own business
There has been a slight decline in the desire to work for the government, even
in those Gulf states where a job in the public sector has long been considered
Still, 52 per cent of GCC a given for national citizens.

citizens favour a job with Still, 52 per cent of GCC citizens favour a job with the government (a figure
the government against that ranges from 42 per cent in Kuwait to 79 per cent in Saudi Arabia)
just 19 per cent in the against just 19 per cent in the non-Gulf countries. In Egypt, just 9 per cent of
respondents wants a job in the public sector, a remarkably low figure by all
non-Gulf countries. In
regional standards, and perhaps an indication of the disdain with which the
Egypt, just 9 per cent of public sector is held – as well as low salary levels in government.
respondents wants a job
While unemployment remains one of the biggest concerns, young people
in the public sector, a
maintain strong opinions about what they want to do in their working lives.
remarkably low figure by
In addition to constant themes, such as work-life balance, working with
all regional standards. talented people is of increasing importance, as is working with a company
that demonstrably gives back to the community.

Just over half of all regional youth say they intend to start their own business
in the next five years. Gulf Arab youth have much greater entrepreneurial
aspirations, with 62 per cent saying they intend to start their own business
in the next five years (including a remarkable 90 per cent of Saudi youth)

20

compared to 32 per cent of non-GCC youth. Conversely, 61 per cent of Egyptian
youth say they do not intend to start their own business in the next five years.
This may be more of a perception of the relative ease of starting a business in
the Gulf, in terms of access to capital and overcoming red tape, compared to
bureaucratic regimes outside of the Gulf.

INTERNET USAGE

Internet makes more inroads, with social
media increasing in influence
A large amount of media attention has been focused on the role of
communications and technology in recent unrest. How much these events
can be defined as a “Facebook revolution” is open to dispute. Certainly, social
media provides an effective way to communicate, but it must be remembered
that in Egypt, Internet penetration is at 16 per cent lower than other countries,
and that the Internet service in the country was severely disrupted for the
duration of the protests, rendering the effectiveness of Facebook or Twitter in
sustaining the protests after they had begun, a moot point at best.

Another interesting development to note is the dramatic growth of nearly
1.35 million new Facebook users in Egypt from 4.3 million on November 15,
2010 to 5.65 million as of March 1, 2011.

If anything, the survey suggests that it is the increased penetration of
conventional media and technology, in particular mobile phones, and Pan

21

Arab satellite TV, this is having a greater effect than cutting-edge social media
technologies.

Fully 80 per cent of young Arabs now log on to the Internet daily, up from
56 per cent a year ago. Perhaps surprisingly, when it comes to access, the
information gap between the richer Gulf states and other Arab countries is far
narrower than might be expected: 81 per cent of Gulf Arabs use the Internet
daily, against 79 per cent from less wealthy countries. Egypt trails the field,
with just over two-thirds using the Internet on a daily basis- clearly a reflection
of the low internet penetration rates.

Social networking has surged in popularity, and now only trails listening
to music as the most popular Internet pastime, while reading blogs is also
increasingly popular, with 18 per cent of respondents regularly reading blogs,
an almost four-fold increase from a year ago. Online shopping, however, shows
a marked decrease: just 10 per cent of Arab youth make purchases online,
down from 22 per cent a year ago.

Social networking is most popular in Iraq and Egypt, and is generally much
higher in non-GCC countries. In Egypt, this supports the widespread use of
social media during the protests. With more social networking sites permitting
access in Arabic, it is expected that this trend will continue.

Television the most popular and trusted
source of news
Respondents were very
While youth in the Middle East are largely aware of news and current affairs,
clear about whom they
the survey suggests that keeping up with current affairs is far from a pressing
trusted when it came priority. Only two in five update themselves on news daily, which is considerably
to news, with television less than last year. It can be assumed that the recent unrest has altered these
the clear winner. More figures dramatically, but it also needs to be ascertained how we define “news”
than 60 per cent of in the social media world.
respondents said news It is unclear whether reading a Twitter feed, for example, would be considered
channels were the as a news update by the respondents, who may be referring to updates purely
most trustworthy, with from mainstream news websites,
newspapers at 19 per cent Around half of the youth living in the GCC update themselves on news daily
and a lowly 11 per cent of or nearly every day, compared to just under a third in non-GCC countries – a
respondents saying they figure that could relate to the relatively higher penetration of Internet and
trusted news they read on even satellite news channels in the Gulf countries.

the Internet. Youth in Qatar and Kuwait are the most likely to be keeping up with news daily
or nearly every day, while prior to the protests, almost half of Egyptians were
updating themselves daily or nearly every day.

22

Television and newspapers remain the most important news sources: again, it
is hard to ascertain how respondents are categorising news updates through
social media sites, rather than the websites of the mainstream press. Given the
attention paid to Facebook and Twitter and their purported role in organising
and informing the protestors in Egypt and Tunisia, it seems contradictory that
only 46 per cent of respondents said they relied on the Internet for news
updates – especially given that in 2008, the majority of those surveyed said
that they get their news online.

Regardless, respondents were very clear about whom they trusted when it
came to news, with television the clear winner. More than 60 per cent of
respondents said news channels were the most trustworthy, with newspapers
at 19 per cent and a lowly 11 per cent of respondents saying they trusted news
they read on the Internet.

In Qatar, home to Al Jazeera news channel, 85 per cent of respondents skewed
towards television, while only a quarter of Bahrainis thought TV news was
trustworthy.

Outside of the Gulf, magazines struggle to have any relevance at all for young
people, with just 6 per cent citing them as a source for news, against 26 per
cent in the Gulf.

TECHNOLOGY AND INTERNET

23

Traditional values are paramount, while
parents grow in influence
Western observers who see Arab youth as being a subset of Western youth
need to think again; while youth the world over share similar values and
pastimes, a striking statistic from the survey is that traditional values and
their preservation for future generations is of great importance to youth
across the region. Religion, too, defines their lives very strongly.

At the same time, Arab youth registered growing concern over the rise of
Islamic movements and their role in political life in the region. Concern about
the role of Islam in politics is particularly acute in non-Gulf countries – the
very nations where democracy is becoming a reality.

In total, 82 per cent of all youth say that “traditional values means a lot to
me, and ought to be preserved for generations to come.”

Iraqi youth (94 per cent) agree most strongly with this sentiment, followed
by Bahraini youth (91 per cent) and Qatari youth (88 per cent).

Perhaps in a backlash to the extremely restrictive society in which they live,
Saudi youth are least likely to agree with this sentiment, with only 69 per
cent saying that traditional values are paramount.

VALUES AND INFLUENCE

24

When it comes to drawing influences, families are the most important, with
pop culture figures and politicians way down the list.
Arab youth registered
Among all those surveyed, parents are identified as having the greatest
growing concern over
influence on how youth see themselves and their outlook on life, cited by 83
the rise of Islamic per cent of youth, up from 64 per cent in 2009. Family (72 per cent), religion
movements and their (68 per cent) and friends (59 per cent) all also have increasing influence on
role in political life in the Arab youth.
region. Concern about the
Pop stars, at 25 per cent, community leaders, at 27 per cent, and political
role of Islam in politics is figures, at 28 per cent, are seen as the least significant influences among Arab
particularly acute in non- youth.
Gulf countries – the very
nations where democracy
is becoming a reality.

VALUES AND INFLUENCE

25

FOREIGN RELATIONS

Increase in positive perception of global
powers, growing sense of global citizenship
While outside powers have long been accused of interfering in Arab affairs,
the recent developments in the Middle East are notable for being almost
entirely homegrown. As such, it is unlikely that youth perceptions of the West,
or other nations, will be significantly altered by the unrest. Indeed, the lack of
interference we have seen to date may even go some way to restoring some
battered reputations.

Young Arabs have increasingly favourable views of the major global powers
– although the views of specific nations sometimes diverge significantly.
Regional youth have the most favourable views of the UK, with 41 per cent
of Arab youth saying they view the country “very favourably,” up from just 25
per cent in 2009.

Lebanese youth have the most favourable view of the UK, with 41 per cent
of them saying the view the country “very favourably,” compared to very low
favourability rankings of the UK among Jordanian and Qatari youth. France,
Germany and the US are also viewed positively, with between 36-37 of
respondents saying they view these countries “very favourably.”

Both China and India are viewed somewhat less positively, with 29 per
cent viewing China “very favourably” and 26 per cent viewing India “very
favourably.”

26

Favourability towards all foreign countries surveyed is generally higher
Favourability towards among GCC youth than non-GCC youth: 44 per cent of GCC youth view
all foreign countries Germany “very favourably,” compared to just 25 per cent of non-GCC youth,
while China and India are viewed much more favourably by GCC than
surveyed is generally
non-GCC youth. The US and France, however, are viewed somewhat more
higher among GCC youth favourably by non-GCC youth than by their peers in the GCC.
than non-GCC youth: 44
The concept of global citizenship – the shared feeling of identity regardless of
per cent of GCC youth
ethnic, religious or national background – is increasingly important for many
view Germany “very
youth in the region, particularly in Lebanon, Qatar, Oman and Iraq, where
favourably,” compared more than nine in ten young people considered it very important. The UAE,
to just 25 per cent of Bahrain and Egypt place less importance on the notion in comparison to last
non-GCC youth, while year. In general, non-GCC countries are more committed to the idea of global
China and India are citizenship, though this is somewhat driven by the overwhelming positive
response from Iraq.
viewed much more
favourably by GCC than Global citizenship is less important in Bahrain and Saudi Arabia, with just
non-GCC youth. The US under half of young people in Bahrain considering the idea to be important –
the lowest number in the region.
and France, however, are
viewed somewhat more
favourably by non-GCC
youth than by their peers
in the GCC.

GLOBAL CITIZENSHIP

27

Survey Update
New insights show support for democracy
When asked to name balanced by desire for stability
their single greatest Following the unrest in the Middle East in January 2011 that saw decades-
priority, regional youth old regimes in Egypt and Tunisia swept away, Penn Schoen Berland (PSB)
felt even more strongly conducted an additional 500 interviews in Egypt, Jordan, Lebanon, Bahrain
and Iraq to gauge how the attitudes of Arab youth had changed as a result of
about the importance
such tumultuous events.
of living in a democratic
country, with 92 per cent The fieldwork was conducted between February 26-March 5, 2011, in the
capital cities of these countries, and interviews were conducted among Arab
of respondents citing
national youth aged 18-24.
this as very important,
up from 77 per cent in On the whole, the results revealed acceleration in the trends and trajectories
January 2011. first pinpointed in our inaugural survey three years ago.

When asked to name their single greatest priority, regional youth felt even
more strongly about the importance of living in a democratic country, with 92
per cent of respondents citing this as very important, up from 77 per cent in
January 2011.
MOST IMPORTANT

28

At the same time, however, the majority want to see stability in their countries:
domestic stability is very important to 89 per cent of respondents, while
the number of those citing living without fear of terrorism as important has
increased from 58 per cent to 77 per cent.

The cost of living, cited as the single biggest concern before the protests, is
now even more of a source of anxiety: 79 per cent of respondents said they
were very concerned about the rising cost of living, up from 62 per cent before
the protests.

Concern over the lack of political franchise, an issue that ties in with the desire
for democracy, doubled, with 54 per cent of respondents citing it a major
concern, compared to just 26 per cent before the protests. Mirroring that,
COUNTRY’S DIRECTION

concern about domestic instability and unrest is also very high on the agenda
of 72 per cent of respondents.

Youth are increasingly frustrated about corruption: at 61 per cent, more than
twice as many respondents viewed corruption in government and public life
as a major concern compared with 30 per cent before the protests.

One of the biggest changes between views pre- and post-protest is in young
people’s attitudes towards their home countries’ future direction. Fully
two-thirds of youth now say that their country of residence is on the wrong
track, compared to 38 per cent before the protests. Just 31 per cent of youth
now feel their country is moving in the right direction, compared to half in
January 2011

29

Disillusionment with the status quo is particularly acute in Lebanon and Iraq,
where only 19 per cent and 26 per cent respectively think that their country
is moving in the right direction. There are signs of optimism, though: Egyptian
youth are the most optimistic about the long-term direction of their country,
with 51 per cent agreeing that things will eventually get better, and only 12
per cent now believing the country is going in the wrong direction.

Support for the protests is uniformly high across all countries: 75 per cent
of all respondents believe that the protests will have a positive impact on
the lives of the people in their country. In total, 81 per cent of respondents
Perhaps unsurprisingly, supported the protests in Egypt, including an overwhelming 94 per cent of
one of the greatest Egyptian youth.
shifts witnessed in the
Some nations are a little more inward-looking the others, however. While 90
post-protest findings is per cent of Bahraini youth support the protests in their own country, just 66
an increased interest in per cent of Bahraini youth backed the Egyptian protests, and only half support
politics. Young people the protests in Yemen.
in the region are now Half of all respondents believe that the protests represent the views of the
much more liberal in their citizens of their countries, and the vast majority of respondents believe that
political views. the protests were spurred by a desire for greater democracy.

Perhaps unsurprisingly, one of the greatest shifts witnessed in the post-protest
findings is an increased interest in politics. Young people in the region are now
much more liberal in their political views, and are somewhat less attached to
traditional values: half of regional youth now say they are politically liberal,
up from a fifth before the protests. Youth in Lebanon are most inclined to
describe themselves as liberal, at 72 per cent, followed by young people in
Iraq and Jordan at 67 per cent.

Egyptian youth are much more liberal than they were in January 2011, when
only 3 per cent said they were liberal – but are still, at 26 per cent, the least
liberal in the region. Youth in Bahrain are likewise much more liberal than they
were in January 2011, when only 10 per cent said they were liberal – but are,
at 27 per cent, the second-least liberal in the region

The resilience of traditional values was one of the notable points gleaned
from the 2010 ASDA’A Burson-Marsteller Arab Youth Survey. While traditional
values endure, fewer now say they mean a lot to them ,however, with 71 per
cent of respondents agreeing with this sentiment, down from 82 per cent just
weeks before.

The greatest shifts away from tradition have been seen in Iraq, where 58 per
cent now agree that traditional values are important, down from 94 per cent
in January 2011, and Lebanon, down from 85 per cent to 48 per cent.

30

About ASDA’A Burson-Marsteller:
ASDA’A Burson-Marsteller, part of the MENACOM Group, is the region’s
leading public relations consultancy, with over 130 communications
professionals in 11 fully-owned offices across the Middle East and North
Africa. The firm has an additional eight affiliates covering a total of 17
countries in the Middle East region. The agency provides consultancy
services to governments, multinational businesses and regional corporate
clients through its six practices in the sectors of Technology, Corporate,
Finance, Healthcare, Consumer Marketing and Public Affairs. Its
services include reputation management, media training, crisis & issues
management, digital communications, media relations, media monitoring
and analysis and event management. For more information, please visit:
www.asdaa.com.

About Burson-Marsteller:
Burson-Marsteller, established in 1953, is a leading global public relations
and communications firm. It provides clients with strategic thinking and
program execution across a full range of public relations, public affairs,
reputation and crisis management, advertising and web-related strategies.
The firm’s seamless worldwide network consists of 67 offices and 71
affiliate offices, together operating in 98 countries across six continents.
Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP
(NASDAQ: WPPGY), one of the world’s leading communications services
networks. For more information, please visit: www.burson-marsteller.com.

About the MENACOM Group:
The MENACOM (Middle East and North Africa Communications) Group,
part of WPP and Y&R Brands, with headquarters in Dubai, is the Middle
East and North Africa region>s leading communications conglomerate. The
group includes advertising agencies Young & Rubicam, Intermarkets and
Partnership; public relations firm ASDA’A Burson-Marsteller; direct marketing
specialists Wunderman; media specialist firm Mediaedge; and interactive
firm Tattoo. With over 1,200 employees in its network of over 50 offices,
the MENACOM Group provides marketing communications services in 17
countries across the Middle East, Levant and North Africa.

For further information, please contact:
ASDA’A Burson-Marsteller
Dubai, UAE
Tel: +971-4-3344550
Fax: +971-4-3344556
E-mail: info@asdaa.com

31

Pictures from the launch event of the Arab Youth Survey 2008

Pictures from the launch event of the Arab Youth Survey 2009

www.arabyouthsurvey.com

www.asdaa.com

Ays 2010 white paper - march 13, 2011

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