Documente Academic
Documente Profesional
Documente Cultură
Internet
goes mobile
A study of ICT usage
trends in urban Maghreb
Algeria:
Algiers, Blida,
Constantine, Oran,
Ouargla, Sétif
Morocco: TunisIA:
Agadir, Casablanca, Grand Tunis,
Fes, Marrakech, Jendouba, Nabeul,
Oujda, Tangier Sfax, Sousse
Researched cities
benefits of
technology
Urban Maghreb is home to consumers who
are becoming accustomed to using technology Key findings
in every area of their lives, be it education,
business, healthcare or entertainment. Maghreb is part of the connected world
> Device ownership and internet
These urban consumers will lead the technology
usage will continue to increase
transformation that will eventually influence the
region as a whole. Consumers have positive attitudes and
expectations towards technology
Knowledge, flexibility and networking
60 percent of consumers living in urban Maghreb > They are accustomed to using technology
want to stay up-to-date with the latest information, frequently in all areas of their lives, and are
and more than half think that technology can help interested in harnessing the benefits to
them to increase their knowledge. 50 percent also improve their knowledge and education
feel that the internet will provide more flexibility in
Mobile data usage is set to
their work and personal lives. Most people who
double in the next 12 months
have started using the internet think that building
and maintaining an online identity can provide them > Use of mobile data is catching up
with employment or networking opportunities. with that of Wi-Fi and fixed access,
allowing consumers to access the
There is a lot of emphasis on familial bonds in the region, web from anywhere, at any time
with 40 percent of people living in extended families.
This translates into closer ties between family members Smartphone adoption drives app usage
and a greater need to stay informed and connected. > More consumers are beginning to favor
smartphones above traditional devices,
A sense of belonging allowing them to browse the internet
People show a high willingness to leverage the and consume media on the go
benefits of online entertainment services, such as
TV, video and social networking. Many feel that being Network quality and performance are
connected brings them a sense of belonging in key to satisfaction and adoption
modern society. Consumers in urban Maghreb also > Internet connection speed and the extent
want the government to come up with affordable of network coverage are key criteria for
online learning and e-healthcare services. 70 percent of mobile internet users when
selecting an operator service. Network
Growing smartphone ownership
performance is the top criterion for
Ownership of personal ICT devices is on the rise
satisfaction with mobile operators
in the region. Mobile phones, with a 96 percent
penetration in urban areas, stand as the primary Other sectors will experience the
communication device. More than one third of all benefits of being connected
mobile phones are smartphones, and according
> People expect that over time, more
to global trends, smartphone ownership looks set
sectors that play a key role in society
to keep growing. When it comes to larger screens,
will become connected. This includes
we see that nearly half of consumers use laptops,
the potential for mobile commerce
only slightly outnumbering desktops. Tablets have
and e-government services
started to make an appearance in the region,
with a penetration slightly above 10 percent.
72%
68%
50%
35% 15–24
25–34 years
35–44 years
45–59 years
years
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: All users
On a level with Western countries A key insight gained from the study was that when it
The urban youth has an avid interest in social networking, comes to internet usage, the 15–24 year olds of urban
instant messaging, emailing, and making video calls using Maghreb are on a level with their counterparts in Western
services such as Skype and Google Talk, thereby driving countries such as the UK and the US. In fact, weekly
up average internet usage. usage of internet services and apps by the online youth
shows a consistent pattern across these countries.
63%
50% 46%
12%
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Internet users
People are certainly opening up to the idea of using the pronounced penchant for fixed broadband and Wi-Fi,
internet more, and are comfortable accessing it through which constitute the primary sources of internet access.
different devices. The spread of internet usage across Morocco is more reliant on mobile cellular access, while
these different device types is shown in Figure 2. Tunisia has a balanced distribution between fixed and
mobile access.
We can observe that although laptops are the
most commonly used device for connecting to the Figure 3: Internet connectivity choices
internet, half of internet users are also connecting
through their smartphones. This percentage is set
to grow as consumers express significant interest
in purchasing a smartphone in the future. One in
five consumers expressed an intention to buy a new
smartphone within one year. This group comprises
a diverse mixture of people, including those who
already use a smartphone and want to upgrade, and 47% 45%
those who want to start using a smartphone for the
first time. Low-cost smartphones have the potential Wi-Fi Fixed broadband
to further boost smartphone uptake in Maghreb,
where price is the biggest purchase barrier.
100%
Twitter
75%
81%
50%
34%
65% 68%
Skype Viber
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Smartphone users
network
performance
is a key driver of satisfaction
Play mobile
games
Browse the
internet
Social networking
Emails
Instant
messaging
Online music
streaming
Video calls
Watch short
clips
VoIP calls
Download
apps
Watch full
length videos
0 10 20 30 40 50 60
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Mobile phone users
Currently use
Planning to start using in future
13%
26%
30%
24%
Mobile
payments
Mobile phone
credit transfer 14% 15%
27% 21%
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Smartphone users
More control over personal finances However, in order to fully realize the benefits of an
People see great potential in mobile and internet evolution towards mobile financial services, there are
technologies when it comes to facilitating the still some perceived obstacles that must be overcome,
way they handle their money and personal such as limited security, trust and complexity of use.
finances. Convenience, safety and efficiency
are the perceived top benefits of mobile Figure 8: Preferred providers of mobile financial services
commerce (m-commerce) services. Not having
to carry cash around, and the convenience
that this provides, makes m-commerce 45%
services attractive to the urban population.
45% 47%
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: All respondents
online system
There is
The environment
increasing
is ideal for the
usage of
growth of
internet
mobile data
services
services
Digitalization
Smartphones of public services and
are becoming mobile payment systems
more popular will drive inclusion and
and overtaking productivity
traditional devices
NETWORK
PERFORMANCE
is a key driver of
satisfaction with mobile
service providers
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