Casablanca, 28/04/2021 (MAP) – Media consumption has “considerably” increased during the novel coronavirus (Covid-19) health crisis, according to the findings of a study conducted by the Interprofessional Center for Media Audience (CIAUMED) and presented on Wednesday.
According to this study presented at a virtual conference held at the initiative of the Center and the Advertisers Group of Morocco (GAM), the use of television (+68%), social networks (+62%), and electronic press (+45%) has seen a significant increase since the beginning of the health crisis.
“In a context marked by a particular economic situation, brands have had to settle and get used, the media had to renew and consumers have reacted according to the impact that the crisis has had on their income, with priorities completely changed and purchases postponed,” said GAM Vice-President, Soumia Chraibi.
The impact of digital during this crisis was revolutionary and enormous, she stressed, noting that the electronic media have remained resilient.
In terms of consumer expectations from brands, nearly 40% of households think that companies should advertise more, 10% of households think that advertisements should be stopped, shows the study “Covid-19, one year later … What impact on the habits of the consumer and its relationship with brands and media?”
87% of households think that the context should be taken into account in the advertised content during the health crisis while 82% of households find that the programs and awareness campaigns on Covid-19 are very useful.
Regarding purchase and consumption habits, the study indicates that almost half of the households have decreased the frequency of food and consumer goods purchases since the onset of the health crisis while almost 40% of them have changed the types of food products they used to buy.
86% of households have Internet access and Internet consumption has increased in 71% of households, notes the study
The study underlines that 63% of active individuals were out of work during lock-down while 94% of individuals who were out of work or who lost their job resumed their activities after the lock-down.
Carried out on a sample of 2,600 households and targeting people aged 15 and more throughout Morocco, this study aims to assess the impact of the health crisis on finances, consumption habits as well as the relationship of the consumer with brands and media.
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