The Moroccan telecommunication market is in flux. The unlimited accesses to smartphones as well as the planned launch of 4G services and democratization of ADSL (asymmetric digital subscriber line) this year will accelerate further its development. With this increased access, more Moroccans than ever before are using the web.
These rapid changes in technology and consumer habits present challenges but also immense possibilities for marketers who want to engage with consumers and meet their demands in the digital environment. So the biggest obstacle now for marketers is getting to know Moroccan Internet users—who are they and where can you find them?
Looking at the overall online audience, 12 million Moroccans living in urban areas have access to the internet and spending approximately 13 hours per week surfing the Web on average. When you break these numbers down, more men (69%) use the Internet than women (64%) and about three-quarters of consumers aged 15-34 have access to the internet.
But what does this large population of web-savvy consumers do most when they’re logged on? Not surprisingly, social networks top the list of activities for 77 percent of Moroccan Internet users. General navigation and information research followed closely for 69 percent. Furthermore, watching videos is a top indulgence of Moroccan Internet users: 42 percent of them spent time streaming online video. Chats (38%), downloads (29%) and emails (19%) also made the list of Moroccans' favourite online activities.
For Moroccan marketers, it is clear that the digital doors are open and consumers can be reached via the internet, specifically through social networks. Knowing who you'll find there and how they spend their time will help you tailor your digital marketing plans and ensure it resonates with this growing consumer group.
METHODOLOGY
The Nielsen Internet Profiling Morocco findings are based on 1,000 face-to-face interviews with Internet users, as well as 200 non-Internet users with both genders in the 15-60 age group.