This research report presents the results of a comprehensive survey with cellular end users in Morocco. The topics analyzed include cellular, smartphone and applications usage.

1. Morocco Cellular and
Smartphone Survey 2013
Arab Advisors Group
A member of the Arab Jordan Investment Bank Group
April 2013
Analyst: Hussam Barhoush
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2. Morocco Smartphone Survey 2013
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3. Morocco Smartphone Survey 2013
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Table of Contents
Section I: Introduction and background........................................................1
Section II: Survey results and analysis .........................................................2
General information on respondents ...............................................2
Availability of satellite TV, pay TV, fixed line and Internet connection at
home........................................................................................10
Internet usage and e-commerce ..................................................13
General cellular usage habits .......................................................16
Cellular handset brands ..............................................................25
Smartphones adoption and usage patterns....................................29
Smartphones awareness .............................................................48
Availability of tablets at home......................................................53
Detailed analysis of cellular handset models ..................................56

4. Morocco Smartphone Survey 2013
© 2013 Arab Advisors Group Reproduction Prohibited
List of Exhibits
Exhibit 1: Morocco’s cellular market shares (December 2012)..................... 1
Exhibit 2: Gender ......................................................................................... 2
Exhibit 3: Age............................................................................................... 3
Exhibit 4: Age by gender .............................................................................. 4
Exhibit 5: Education ..................................................................................... 4
Exhibit 6: Respondents by administrative region ......................................... 5
Exhibit 7: Nationality.................................................................................... 7
Exhibit 8: Occupation ................................................................................... 8
Exhibit 9: Personal monthly income ............................................................. 9
Exhibit 10: Availability of satellite TV and pay TV at home......................... 10
Exhibit 11: Availability of fixed line and Internet connection at home ....... 11
Exhibit 12: Type of Internet connection at home ....................................... 12
Exhibit 13: Internet usage ......................................................................... 13
Exhibit 14: Internet usage by gender......................................................... 13
Exhibit 15: Internet usage by age .............................................................. 14
Exhibit 16: Buying products or services or paying bills online.................... 14
Exhibit 17: Buying products or services or paying bills online by gender ... 15
Exhibit 18: Buying products or services or paying bills online by age ........ 15
Exhibit 19: Respondents’ total cellular lines by mobile operator ................ 16
Exhibit 20: Respondents’ subscriptions to cellular operators ..................... 17
Exhibit 21: Respondents’ subscriptions to cellular operators by gender..... 17
Exhibit 22: Respondents’ subscriptions to cellular operators by age.......... 18
Exhibit 23: Number of cellular lines that respondents have ....................... 18
Exhibit 24: Type of cellular subscriptions that respondents have............... 19
Exhibit 25: Number of cellular handsets that respondents have................. 20
Exhibit 26: Source of acquiring cellular handsets....................................... 21
Exhibit 27: Source of acquiring cellular handsets by handset brand........... 22
Exhibit 28: Cost of cellular handset ............................................................ 23
Exhibit 29: Frequency of changing cellular handsets.................................. 24
Exhibit 30: Cellular handset brands’ shares ............................................... 25
Exhibit 31: Gender by cellular handset brand............................................. 26
Exhibit 32: Cellular handset brand by gender............................................. 26
Exhibit 33: Age by cellular handset brand .................................................. 27
Exhibit 34: Personal monthly income (Moroccan Dirham) by cellular handset
brand ................................................................................................... 28
Exhibit 35: Whether respondents have a smartphone ................................ 29
Exhibit 36: Whether respondents have a smartphone by mobile operator . 29

5. Morocco Smartphone Survey 2013
© 2013 Arab Advisors Group Reproduction Prohibited
Exhibit 37: Whether respondents have a smartphone by cellular handset
brand ................................................................................................... 30
Exhibit 38: Smartphones’ operating systems (as self reported by the
respondents) ....................................................................................... 31
Exhibit 39: Services that respondents use on their smartphones ............... 32
Exhibit 40: Services that respondents use on their smartphones by gender
............................................................................................................ 33
Exhibit 41: Services that respondents use on their smartphones by age.... 33
Exhibit 42: Services that respondents use on their smartphones by cellular
handset brand...................................................................................... 34
Exhibit 43: Frequency of using smartphone applications ........................... 34
Exhibit 44: Frequency of using smartphone applications by gender........... 35
Exhibit 45: Frequency of using smartphone applications by age ................ 36
Exhibit 46: Whether respondents download applications or use the pre-
installed applications ........................................................................... 37
Exhibit 47: Whether respondents download free applications or buy them 38
Exhibit 48: Amount of money spent on buying applications during the last
12 months (US$).................................................................................. 39
Exhibit 49: Source of downloading the applications ................................... 40
Exhibit 50: Smartphone applications that respondents download .............. 41
Exhibit 51: Smartphone applications that respondents download by gender
............................................................................................................ 42
Exhibit 52: Smartphone applications that respondents download by age... 43
Exhibit 53: Language preference for smartphone applications................... 44
Exhibit 54: Satisfaction with the applications' languages available in the
market ................................................................................................. 44
Exhibit 55: Whether respondents plan to change their smartphones ......... 45
Exhibit 56: Whether respondents plan to get the same smartphone brand 46
Exhibit 57: Whether respondents know what a smartphone is................... 48
Exhibit 58: Whether respondents know what a smartphone is by gender .. 48
Exhibit 59: Whether respondents know what a smartphone is by age ....... 49
Exhibit 60: Whether respondents plan to get a smartphone....................... 49
Exhibit 61: Brand of smartphone that respondents are planning to get ..... 50
Exhibit 62: Brand of smartphone that respondents are planning to get by the
cellular handset brand they currently have.......................................... 51
Exhibit 63: Operating system of smartphone that respondents are planning
to get ................................................................................................... 52
Exhibit 64: Availability of tablets at home.................................................. 53

6. Morocco Smartphone Survey 2013
© 2013 Arab Advisors Group Reproduction Prohibited
Exhibit 65: Brand of tablets at home .......................................................... 54
Exhibit 66: Whether tablets at home are for personal use only .................. 55
Exhibit 67: Nokia handset models’ shares .................................................. 56
Exhibit 68: Nokia handset models’ shares, continued ................................ 57
Exhibit 69: Samsung handset models’ shares............................................. 58
Exhibit 70: iPhone handset models’ shares ................................................ 60
Exhibit 71: BlackBerry handset models’ shares.......................................... 61
Exhibit 72: HTC handset models’ shares..................................................... 62

7. This report has been delivered to clients to be used exclusively by its employees