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Research methodology
Our research represents more than 10 million
consumers in urban Morocco, across all socioeconomic
clu...
Smartphones encourage
widespread adoption of mobile
apps.The top applications used are
those related to social networking,...
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Internet goes mobile – Morocco highlights

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A report from Ericsson ConsumerLab, "Internet goes mobile", analyzes trends in ICT usage in urban Maghreb.

Veröffentlicht in: Technologie
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Internet goes mobile – Morocco highlights

  1. 1. Research methodology Our research represents more than 10 million consumers in urban Morocco, across all socioeconomic clusters, with an age range of 15–59. Fieldwork was carried out between July and August 2014, using face-to-face interviews. The cities covered include: Agadir, Casablanca, Fez, Marrakech, Oujda and Tangier. Smartphone penetration has reached a critical mass, driving new behavior > Overall penetration in urban Morocco exceeds 50 percent – 40 percent of new phone purchases in the next 12 months are expected to be smartphones Anywhere internet is widely expected > 54 percent of Moroccan users consider it important to be able to access the internet from wherever they are The experience should be seamless > Moroccan consumers seek a connection that is secure and dependable, allowing them to enjoy an uninterrupted experience Mobile apps are used frequently > 97 percent of Moroccan smartphone owners use mobile apps, with social networking, peer-to-peer communication andYouTube being the most popular Network performance is a key driver of satisfaction with mobile services > 58 percent of smartphone users say they would use more apps and internet services if their mobile data connection was faster and more reliable Transformation is expected across other sectors > Consumers look forward to the digitalization of services across television, government and commerce Key findings Consumers in urban Morocco aspire to leverage technology for education and knowledge, as it enables them to stay up-to-date with information. Many also feel that being connected brings them a sense of belonging in modern society. Enhanced flexibility in their personal and professional lives are also considered key aspects. Figure 1: Drivers of technology uptake Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb Base: All users, Morocco Seeking advanced technology Sense of belonging to modern society Flexibility in work and personal life Ability to increase knowledge Staying up-to-date with information 50%44% 55% 62%55% Internet goes mobile MOROCCO Highlights
  2. 2. Smartphones encourage widespread adoption of mobile apps.The top applications used are those related to social networking, peer-to-peer communication and video streaming. Figure 4: App usage in Morocco Facebook 91% Viber 83% Youtube 81% Whatsapp 81% Skype 77% Twitter 40% Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb Base: Smartphone users, Morocco Ericsson SE-126 25 Stockholm, Sweden Telephone +46 8 719 0000 www.ericsson.com RMED-15:000303 Uen © Ericsson AB 2015 Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb Base: Internet users, Morocco Wi-Fi Fixed broadband Mobile broadband ON PHONE Mobile broadband modem Internet usage in urban areas is common, with 75 percent overall and 90 percent of the younger population accessing it regularly. Moroccan consumers are set to take full advantage of everywhere connectivity, with two out of three internet users already accessing the web on their phone, and half through a mobile broadband modem. Mobile access is the primary connectivity choice for urban Moroccan consumers. Figure 2: Internet usage and access Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb Base: Mobile phone users, Morocco Network performance is the primary driver of satisfaction with mobile operators, and enhanced network speed and quality are considered critical factors in the further usage of advanced mobile services and applications. An adequate range of price plan options, accurate billing and customer support for data services are further important factors in keeping users happy with their mobile operator. Figure 3: Drivers of satisfaction with mobile operators 9% LOYALTY PROGRAMS 11% CUSTOMER SUPPORT (DATA) 11% ACCURATE BILLING 14% RANGE OF PRICE PLAN OPTIONS 8% Billing and CUSTOMER CARE 17% NETWORK PERFORMANCE 53% 29% 67% 54%

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