morocco cellular and smartphone survey 2013 - table of contents

Morocco Cellular and Smartphone Survey 2013

Arab Advisors Group

A member of the Arab Jordan Investment Bank Group

April 2013

Analyst: Hussam Barhoush

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

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



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



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



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

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morocco cellular and smartphone survey 2013 - table of contents

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