What Arabs Read

Readership Survey

Objectives

Readership Survey objectives:

1. to produce reliable and representative data on reading habits and reading attitudes in the Arab world;
2. to gain an understanding of the current state of readership and to segment main groups of readership among the literate population;
3. to gain an understanding of the primary, preferred and available mediums and channels for acquiring written information;
4. to build the requisite infrastructure for future readership surveys.

The survey (conducted by Synovate Market Research Agency) represents the first empirical data made publicly available on the topic of readership in the Arab world and thus represents a vital tool for publishers, researchers, institutions, policy-makers and donors.

Readership was identified and measured in terms of reading habits and attitudes, accessibility, languages, channels, pricing and purchase behavior amongst adult, literate Arabs. The resulting data was compiled and analysed both on a national and regional bases.

Coverage and Orientation

The survey was implemented in two phases. The first phase covered Egypt, Lebanon, Tunisia, Morocco and Saudi Arabia and the second phases covered Algeria, Jordan, Palestine and Syria (9 countries total). Links to the reports for both phases can be found below.

The survey applied a quantitative approach with implicit qualitative assumptions based on prior research and observations of the local book markets. The questionnaire is 25-35 minutes in duration comprising of just over 100 questions with the large majority (over 95%) of the questions being close-ended.

Sampling

The survey was carried out on a sample size of 1,000 persons per country, aiming at a representative representation of the entire literate population in each country.

Sampling methods were based on a face-to-face quantitative methodology using a Stratified Random Sampling methodology guided by the use of PSU’s (Primary Sampling Units).

What Arabs Read - reports

A copy of the questionnaire, country reports for Egypt, Lebanon, Tunisia, Morocco and Saudi Arabia and a presentation of the key findings are available below.

Click here for a copy of "What Arabs Read - Phase 1" readership report in English

Click here for a copy of "What Arabs Read - Phase 1" readership report in Arabic

Click here for a copy of "What Arabs Read - Phase 2" readership report in English

Click here for a copy of "What Arabs Read - Phase 2" readership report in Arabic

Expert commentaries of the survey outcomes - Hany Hanafy, James Wile, Ramy Hadeeb