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Internet Penetration

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20 views6 pages

Internet Penetration

Uploaded by

s.benzouhri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Internet Penetration:

 Investigate the current level of internet penetration in your country.


In Morocco the internet penetration rate is increasing every year, from 2017 to 2024
it went up from 58 % to 90,7 % according to Statista.
 Analyze its impact on consumer access to digital platforms (e.g., e-commerce, social
networks).

1. E-commerce Growth

 Accessibility: With increased internet access, a growing number of Moroccans are


engaging in online shopping. E-commerce platforms like Jumia and local
marketplaces have seen an uptick in users. This shift has enabled consumers to access
a wider range of products and services.
 Regional Disparities: Urban areas are witnessing faster adoption compared to rural
regions, where internet access may still be sporadic. However, mobile e-commerce is
helping bridge this gap.

2. Social Networks

 Increased Engagement: Social media platforms, particularly Facebook, Instagram,


and WhatsApp, have become integral to daily life for many Moroccans. This has
facilitated not only personal communication but also business promotion and
marketing.
 Influence on Culture: The rise of social media has also influenced consumer
behavior and trends, enabling brands to engage directly with their audience. Influencer
marketing has become a significant trend, especially among younger demographics.

3. Digital Services

 Access to Information: Increased internet access has empowered consumers with


information, enabling them to compare products, read reviews, and make informed
purchasing decisions.
 Government and Public Services: The Moroccan government is also leveraging
digital platforms to provide services online, improving citizen access to information
and administrative processes

Evolution of Consumer Behavior in Digital Channels in Morocco (2021-2023)

1. Search Behavior

 Increased Searches for Home-Based Activities:


o The COVID-19 pandemic accelerated the interest in home-based activities,
including cooking, DIY projects, and fitness. Searches for recipes, home
workouts, and online tutorials surged significantly.
o There has been a notable rise in searches related to e-learning, as remote
education became a necessity. Consumers increasingly sought online courses,
educational resources, and tutoring services.

 Health and Wellness:


o Alongside home activities, health-related searches grew. This included mental
health resources, nutrition information, and online consultations with
healthcare professionals.

 Travel and Leisure:


o As restrictions eased, there was a rebound in travel-related searches, albeit with
a more significant focus on local tourism and domestic travel options.

2. Social Networks

 Engagement with Brands:


o Moroccan consumers have shown increased engagement with brands on social
media, driven by the rise of e-commerce. Brands are leveraging platforms like
Facebook and Instagram to run targeted campaigns, often resulting in higher
interaction rates.
o Influencer marketing has gained traction, with many brands collaborating with
local influencers to promote products, leading to a more personalized and
relatable marketing approach.

 User-Generated Content:
o Users are increasingly creating and sharing content related to products and
services, fostering a sense of community and authenticity. This trend has
encouraged brands to engage more actively with their audiences through
contests and interactive content.

 Social Commerce:
o The integration of shopping features into social media platforms (like
Instagram Shopping) has simplified the purchasing process. Moroccan
consumers are now more likely to discover and buy products directly through
social media.

Shifts in Consumer Behavior in Morocco (2021-2023)

Consumer Behavior 2021 (%) 2022 (%) 2023 (%)


Shift

Online Shopping 35 54 (Estimate: 60)


E-Learning Searches (Estimate: 100) 300 % Increase (Estimate: 300)
Influencer Engagement (Estimate: 10) (Estimate: 35) (Estimate: 75)
Social Commerce (Estimate: 100) 133 (Estimate: 200)
Growth
Improved Website 60 73 (Estimate: 75)
Experience
3. Websites & E-Commerce

 Shift to Online Shopping:


o The inclination towards online shopping has surged, with many Moroccans
preferring the convenience of purchasing from home. E-commerce platforms,
including local and international players, have experienced significant growth.
o The variety of products available online has expanded, with consumers
increasingly seeking both essential goods and luxury items.

 Website Experience Improvements:


o Businesses have recognized the importance of a seamless online shopping
experience. Enhanced website designs, user-friendly interfaces, and mobile
optimization have become standard practices.
o The implementation of better payment gateways and secure checkout processes
has also contributed to increased consumer confidence in online shopping.

 Personalization and Customer Experience:


o E-commerce platforms are increasingly using data analytics to personalize the
shopping experience, offering tailored recommendations based on browsing
and purchasing history.
o Customer service has shifted online, with businesses utilizing chatbots and live
chat options to provide immediate assistance, further enhancing the overall
customer experience.

3- Impact of Global Events (COVID-19, Inflation, Energy Crisis):

Major global events such as the COVID-19 pandemic, inflation, and the energy crisis have
significantly shifted consumer priorities in Morocco :
 Preference for Local Brands: Consumers increasingly support local businesses,
recognizing their role in community sustenance.

 Increased Online Shopping: The pandemic accelerated reliance on e-commerce for


both essentials and leisure.

 Price Sensitivity: Rising inflation has made consumers more focused on value for
money, prioritizing essential goods and comparing prices before purchases.

 Sustainability Concerns: The energy crisis heightened interest in energy-efficient


products and local sourcing to manage rising costs and reduce carbon footprints.

These changes are likely to persist, as evolving consumer behavior emphasizes local support,
affordability, and sustainability, positioning brands that adapt effectively for future success.

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