During a press conference, FNAC representatives detailed the significant conclusions of this study, highlighting the main concerns of consumers.
Among the themes explored were the frequency of online purchases, factors influencing consumption choices, the security of online transactions, and the protection of personal data. The study also examined the impact of artificial intelligence (AI) and new technologies on consumer purchasing habits.
“Protect the interests of the consumer”
In a statement in Menara, the president of the FNAC, Ouadi Madih, stressed that “the survey is part of the Federation’s strategy of carrying out each year a study on consumer perception regarding a specific sector. After studying consumer credit and Moroccan products, this year we are focusing on consumer perception of digital technology. Digital is now essential in consumer activity, and this survey shows us how consumers use the Internet, smartphones and perceive artificial intelligence.
Madih also highlighted the importance of finding solutions to the challenges posed by digital technology, particularly with regard to personal data and AI. “It is crucial to protect consumers from fake news and ensure that the use of AI does not lead to harmful situations,” he added.
Reluctance to buy online
The National Consumer Survey in the digital age was carried out by the Net Africa research office at the request of FNAC. It took place between February 10 and 25, 2024, involving 7,100 people. It was conducted in three phases, combining 4000 in-person interviews (3492 responses) and 3000 online interviews (2659 responses). Meetings with 10 groups of participants in each region, urban and rural, then discussed the findings. 59% of participants reside in urban areas, while 41% live in rural areas. Women and young people aged 26 to 45, particularly students, showed greater receptivity.
Mohammed Benkaddour, member of FNAC, presented the conclusions of this study which reveal a persistent reluctance of Moroccan consumers to make online purchases. Only 30% of participants have actually made online purchases, while 70% have not taken the plunge, mainly due to their distrust of e-commerce platforms. Additionally, 10% of online shoppers made multiple purchases, while 20% made a single purchase and did not repeat the experience due to dissatisfaction.
Influence of social networks on purchases
Motivations for purchasing online include speed and efficiency of service (30%) as well as sites’ return policies (20%). Regarding the impact of social networks, 87% of participants admitted to being influenced in their purchases by promotions, while 13% said they were not influenced.
The most purchased product categories online are train or plane tickets (26%), online courses (24%), hotel reservations (23%), car rental (13%) and food products (12%). Furthermore, 81% of consumers prefer to make their payments in cash, while 21% opt for payments by bank card.
The survey also found that 60% of participants do not read contracts before signing them, 23% read them occasionally and only 17% review them carefully. In terms of after-sales service satisfaction, 90% of participants expressed dissatisfaction, while only 10% expressed satisfaction.
The study, led by FNAC, provides a comprehensive view of the consumer in the digital age and aims to inform business strategies, regulatory policies and future research, helping to shape the future of consumption in a digital world in rapid change.
