Samsung, Apple and Huawei are the most famous mobile phone brands in Morocco, according to a study by the Sunergia group.
“In terms of brand awareness of mobile phones in Morocco, Samsung is the first in our ranking, with 49% of citations, followed by Apple (20%) and Huawei (10%)”, indicates Sunergia in a study on notoriety mobile phone brands in Morocco, as part of a series devoted to Top-Of-Mind brands.
The rest of the brands (Nokia, Oppo, Xiaomi, Infinix, Redmi, Vivo) share nearly 20% of the quotes, says Sunergia. Samsung is mentioned more among the inhabitants of Fès-Meknes (54%) of the Oriental (80%), of Souss Massa (61%), the socio-professional categories C + and D (respectively 55% and 57%), BAC + 2 (58%), retirees (76%), housewives (57%), 35-44 years (61%) as well as 65 years and over (72%).
Focusing on accessibility, Samsung has several partnerships with points of sale, whether brick-and-mortar (Electroplanet for example) or pure players (Jumia, depotdirect.ma).
This choice of accessibility allows Samsung to have more visibility, an essential element to be able to reach the Moroccan consumer. In addition to these partnerships, Samsung is constantly launching its own points of sale.
The manufacturer has 21 brandshops scattered throughout the Kingdom, including Oujda and Agadir with two experience stores, observes the study, noting that this probably explains the fact that the brand is cited more by the inhabitants of these two regions.
Regarding Apple, Sunergia reports the increase in the number of Apple authorized resellers such as Uno.ma, iStyle and MrGeek, adding that the inhabitants of Grand Casablanca-Settat, Rabat-Salé-Kénitra as well as Tanger-Tétouan-Al Hoceima cited the iPhone more.
Apple has become a textbook case in advertising and notoriety, as it constantly innovates in its campaigns, explains Sunergia, noting that Apple has also taken advantage of the context of the Covid-19 pandemic to adapt its line of communication.
Huawei maintains, for its part, partnerships with authorized resellers. Huawei has over 114,000 Instagram followers, 33,000 Facebook followers and 30,000 Instagram followers.
Apart from the Finnish manufacturer Nokia, the rest of the ranking is with strong Chinese domination, notes Sunergia, adding that Nokia occupies fourth place with 8% of citations.
“Although many people agree on the fact that Nokia has badly negotiated the turn of smartphones, the brand remains present in the minds of the Moroccan consumer”, explains the study.
The emergence of smartphones marked a turning point in the way we use mobile phones in Morocco. According to statistics from the 2021 annual Global Digital Barometer from We Are Social and Hootsuite, 98.1% of Moroccan internet users aged between 16 and 64 have a smartphone.