Themes

• Social Media Penetration:

Understanding the frequency of social media use is instrumental in gauging audience engagement. This metric provides marketers with valuable insights into the level of digital presence and receptivity of their target audience. It aids in fine-tuning content deployment strategies, ensuring relevance and resonance with the audience’s recent online activity.

• Time Spent on Social Media Per Day:

The daily time spent on social media is a critical metric that delineates the depth of user engagement. This information is invaluable for digital planners, helping them allocate content and advertising budgets effectively. By comprehending the duration audiences spend on social media, marketers can tailor content to suit varying attention spans and optimize ad placements for maximum impact.

• SMPs Used:

Identifying the specific social media platforms preferred by different demographics is a strategic boon. This data informs content deployment strategies, enabling marketers to craft platform-specific campaigns that align with the unique characteristics of each SMP. It also guides budget allocation, ensuring resources are directed towards the platforms most frequented by the target audience.

• Type of Interaction:

The nature of interactions, encompassing likes, shares, and posts, offers nuanced insights into audience engagement preferences. Marketers can leverage this data to refine content strategies, tailoring campaigns to encourage the desired interactions. Understanding these preferences helps optimize the creative elements of campaigns, driving increased user participation and amplification.

• Themes of Interest:

Identification of 42 distinct themes of interest provides a comprehensive understanding of consumer sentiment. This information is indispensable for content strategists, allowing them to align campaigns with the specific themes that resonate most with the audience. By tailoring content to align with these themes, marketers can enhance engagement and foster a deeper connection with their target demographic.

• Reaction to Advertising on SMPs:

Understanding consumer reactions to advertising on social media platforms is pivotal for optimizing advertising strategies. This metric enables digital planners to gauge the effectiveness of ad content and placement. Insights into liking and reactions inform iterative improvements, allowing marketers to refine campaigns for maximum impact and return on investment.

• Influencers Following:

Examining the propensity to follow influencers unveils the depth of influencer engagement within our audience. This metric is a crucial indicator of the audience’s receptivity to influencer content and recommendations. Marketers can utilize this insight to tailor influencer partnerships, ensuring alignment with the preferences of their target demographic. It directs content deployment strategies, allowing for the creation of influencer-driven campaigns that resonate authentically with the audience.

• Top 3 Favorite Male Influencers:

Identifying the top three favorite male influencers offers marketers a glimpse into the personalities that hold significant sway over their target audience. This data is pivotal for influencer collaboration, enabling marketers to align campaigns with the favored figures. It provides a strategic edge in content creation and promotional activities, ensuring that campaigns resonate with the audience’s preferred male influencers.

• Top 3 Favorite Female Influencers:

Similar to male influencers, understanding the top three favorite female influencers offers a lens into the influential figures shaping consumer choices. This data is instrumental for crafting campaigns that authentically resonate with the audience’s preferences. By aligning with the favored female influencers, marketers can amplify the impact of their campaigns and foster deeper connections with their target demographic.

• Influenced to Purchase by Influencers:

Unveiling whether individuals are influenced to make purchases by influencers is a key metric that shapes marketing strategies. This insight directs marketers towards influencer-driven content strategies that drive tangible results. It provides clarity on the extent to which influencer endorsements impact consumer decisions, guiding the creation of authentic and persuasive campaigns.

• Amount Spent:

Understanding the monetary investment influenced by influencers offers a concrete measure of the impact of influencer marketing on consumer spending habits. This metric guides budget allocation for influencer collaborations and provides a quantitative measure of the return on investment. Marketers can strategically leverage this data to optimize influencer-driven campaigns for maximum effectiveness.

• Categories Where Follow Influencers:

Discerning the specific categories in which individuals follow influencers provides marketers with a nuanced understanding of audience engagement. This data empowers strategic campaign tailoring to align with the varied interests and preferences within different thematic realms. It ensures that influencer-driven content is strategically deployed in categories where audience receptivity is at its peak. Marketers can leverage this insight to craft targeted campaigns, aligning influencer collaborations with the specific areas that resonate most profoundly with their target demographic.

• Bank Account Ownership:

Understanding the ownership of bank accounts provides a foundational insight into the financial infrastructure available to our audience. This metric serves as a starting point for targeted campaigns, allowing marketers to align promotions with the banking institutions most frequently utilized by the audience. The data on bank account ownership lays the groundwork for crafting strategies that resonate with the financial preferences and accessibility of the audience.

• Debit/Credit Card Possession:

The possession of debit and credit cards is a pivotal metric that delineates the payment capabilities of our audience. Knowing whether individuals hold cards that facilitate online transactions is instrumental for creating a seamless and user-friendly e-commerce experience. This insight guides marketers in tailoring campaigns that align with the payment preferences of their target demographic, optimizing for convenience and efficiency in the digital commerce landscape.

• Online Payment Capability:

Examining whether individuals’ cards allow for online payments adds a layer of specificity to the understanding of payment capabilities. This metric refines strategies for digital transactions, ensuring that campaigns resonate with the specific features and functionalities of the audience’s financial tools. It directs marketers toward creating e-commerce experiences that align seamlessly with the online payment capabilities of their target demographic.

• Incidence of Online Purchase:

The incidence of online purchases provides a crucial measure of the prevalence of digital commerce within our audience. This metric unveils the frequency with which individuals engage in online transactions, guiding marketers in tailoring campaigns to match the audience’s digital shopping habits. The data on the incidence of online purchases informs content strategies and promotional efforts, ensuring they align with the frequency of online transactions.

• Frequency of Purchase:

Complementing the incidence of online purchases, the frequency of these transactions provides nuanced insights into the digital shopping habits of our audience. Understanding how often individuals engage in online transactions guides marketers in optimizing promotional efforts and content strategies. This data ensures that campaigns are tailored to match the audience’s frequency of online shopping, maximizing resonance and impact.

• Platforms Used for Payment:

Identifying the platforms used for payment refines e-commerce strategies, allowing marketers to optimize for specific payment gateways. This metric guides the creation of seamless and secure online shopping experiences by aligning with the platforms most favored by the audience. It ensures that campaigns are strategically positioned to cater to the preferred payment platforms of the target demographic.

• Payment Mode:

Understanding the preferred payment modes further refines e-commerce strategies, guiding marketers in creating a tailored and user-friendly payment experience. Whether it’s optimizing for credit cards, digital wallets, or other modes, this data ensures that campaigns align with the specific payment preferences of the audience. It adds a layer of personalization to the e-commerce experience, enhancing overall customer satisfaction.

• Amount Spent:

Quantifying the amount spent in online transactions provides a measurable gauge of consumer spending habits. This metric aids in budget allocation and ROI assessment, offering insights into the financial commitment of the audience in the digital commerce landscape. Understanding the amount spent allows marketers to optimize campaigns for maximum impact and return on investment.

• Categories Purchased Online:

Unveiling the categories purchased online completes the e-commerce picture, offering insights into the product preferences and interests that drive digital commerce within our audience. This data guides marketers in tailoring product offerings, promotional efforts, and content strategies to align with the specific categories that resonate most profoundly with their target demographic. It ensures that campaigns are strategically positioned to cater to the diverse interests and needs of the audience in the digital commerce space.

• Gaming Incidence:

Exploring the incidence of gaming within our audience provides a foundational understanding of their engagement with digital entertainment. This metric unveils the prevalence of gaming habits, guiding marketers in tailoring campaigns that align with the gaming preferences of their target demographic. The data on gaming incidence serves as a strategic compass for crafting gaming-centric content, promotions, and product offerings.

• Gaming Platforms Used:

Identifying the gaming platforms favored by our audience refines strategies for digital entertainment campaigns. Whether it’s consoles, PCs, or mobile devices, this metric guides marketers in optimizing content for specific platforms. Understanding the preferred gaming platforms ensures that campaigns resonate seamlessly with the audience’s device preferences, enhancing overall engagement and resonance.

• Devices Used for Gaming:

Delineating the devices used for gaming adds granularity to the understanding of gaming habits within our audience. This metric guides the creation of campaigns tailored to the specific devices most frequently utilized. Whether it’s consoles, computers, or mobile devices, this insight ensures that gaming content is strategically deployed to align with the diverse device preferences of the target demographic.

• Types of Games Played:

Unveiling the types of games played completes the gaming landscape, offering insights into the specific genres and themes that resonate with our audience. This metric guides marketers in tailoring gaming content, promotions, and product offerings to align with the preferred game types. Whether it’s action, strategy, simulation, or other genres, understanding the types of games played ensures that campaigns are strategically positioned to cater to the diverse gaming interests of the target demographic.

• Delivery Companies Used:

Scrutinizing the delivery landscape, our study identifies the key delivery companies utilized by consumers. Whether relying on industry giants like Jumia for extensive product offerings or favoring regional players like Glovo and Kaalix for localized efficiency, this metric offers insights into the evolving dynamics of last-mile delivery. Understanding the preferred delivery companies guides marketers in optimizing logistical strategies, ensuring that products reach consumers efficiently and align with their expectations for timely and reliable delivery services.

• FMCG Brands:

In the ever-evolving Fast-Moving Consumer Goods (FMCG) landscape, our study presents a curated list of 20 prominent brands that have made a distinct imprint on the consumer market in the past four weeks. This metric delves into the preferences and purchasing behaviors of our audience, offering marketers insights into the brands that hold sway in the current consumer mindset. Whether it’s household essentials, personal care products, or food and beverages, understanding the FMCG brands that resonate most profoundly guides marketers in tailoring campaigns, optimizing product positioning, and fostering brand loyalty within their target demographic.

• Sources of Information and News:

Unraveling the intricacies of information consumption, our study delves into the diverse sources individuals rely on. Identifying the sources of information offers a panoramic view of audience engagement. This data equips marketers with insights to tailor content strategies for specific channels, ensuring resonance with the diverse preferences of their target audience. Gauging the level of trust in these sources further refines strategies, guiding the creation of content that aligns with the audience’s reliability standards. Uncovering the top three trusted TV channels for news and information/political influencers provides a strategic compass for partnerships and campaigns that resonate authentically.

• Frequency of Exposure to Fake News:

Understanding the frequency of exposure to fake news unveils the prevalence and impact of misinformation within our audience. This critical metric guides strategies to combat misinformation, enabling marketers to craft campaigns that emphasize accuracy and credibility. Insights into the sources of fake news provide a roadmap for identifying and mitigating misinformation channels, ensuring that content aligns with the audience’s need for accurate information.

• Perception on How Social Media Platforms Protect Data Privacy:

Exploring the audience’s perception of how social media platforms protect data privacy is paramount in the era of digital trust. This data offers a comprehensive understanding of the audience’s expectations and concerns regarding online privacy. It guides strategies for building and maintaining trust, informing digital planners on how to navigate the delicate balance between personalized content and data security.

• Media Usership:

Navigating the diverse landscape of media consumption, our study explores the array of channels individuals engage with. From traditional mediums like TV, radio, and newspapers to digital news outlets, understanding media usership is instrumental for strategic content deployment. Unveiling specific TV channels, radio stations, and digital news outlets followed provides marketers with a detailed map of audience preferences. This data serves as a strategic compass, directing content strategies and ensuring that campaigns are strategically positioned across the channels most frequented by the target audience.

• Awareness of AI:

Unveiling the awareness level of our audience regarding Artificial Intelligence, this metric gauges the general knowledge and recognition of AI technologies. It serves as a foundational insight, indicating the extent to which individuals are familiar with the concepts and applications of AI in their daily lives.

• Perception of AI:

Delving into the perceptions of AI, this metric explores the attitudes and sentiments individuals hold towards Artificial Intelligence. Whether viewed with enthusiasm, skepticism, or neutrality, understanding the audience’s perception guides marketers in crafting communication strategies that resonate with the prevailing sentiments around AI.

• Usage of AI Apps:

Investigating the practical engagement with AI, this metric identifies whether individuals actively use AI applications. It serves as a key indicator of the integration of AI technologies into daily routines, providing insights into the specific ways in which our audience interacts with AI-driven tools and solutions.

• Name of AI App Used:

For individuals who engage with AI applications, this metric delves deeper, capturing the names of specific AI apps utilized. Whether it’s virtual assistants, productivity tools, or innovative AI-driven platforms, this data offers a detailed perspective on the specific applications that resonate with our audience, guiding marketers in understanding the preferences within the AI app landscape.

• Medical Coverage:
  • Health Coverage Scheme: Gauging the presence of a health coverage scheme provides insights into the level of medical security individuals have. This metric serves as a foundational indicator of the importance individuals place on healthcare planning.
  • AMO Subscription: Exploring whether individuals subscribe to Additional Medical Options (AMO) offers insights into the supplementary healthcare services they choose to access.
  • Complementary Health Coverage: Identifying whether individuals have complementary health coverage, either from public or private entities, sheds light on the comprehensive nature of their healthcare planning.
  • Name of Entity: For those with complementary health coverage, capturing the name of the entity provides specific details, guiding marketers in understanding the preferences within the healthcare service landscape.
• Travel and Tourism:
  • Travel for Tourism/Leisure: Understanding whether individuals engage in tourism or leisure travel offers insights into their recreational habits and preferences.
  • Cities Visited (Morocco): If individuals have traveled within Morocco, capturing the cities visited provides a regional perspective on travel preferences.
  • Countries Visited (Abroad): For those who have traveled abroad, identifying the countries visited offers a global lens on their travel experiences.
  • Mode of Transportation: Unveiling the mode of transportation used in each travel instance—whether by plane, car, train, or other means—provides insights into the diversity of travel preferences.
  • Personal Mode of Transport:
  • Modes Used for Personal Mobility: Exploring the various modes individuals use for personal mobility offers a comprehensive view of their transportation habits.
  • Car Ownership: If individuals use a car, determining whether it is personally owned provides insights into the automotive preferences within our audience. Additionally, capturing the make and age of the car adds granularity to this understanding.
• Electronic Devices Owned:
  • Brand of Smartphone: Identifying the brands of smartphones owned offers insights into the technological preferences and brand affiliations of our audience.
  • Telco Operator Used: Understanding the telecom operators individuals engage with guides marketers in tailoring communication strategies aligned with prevalent telco partnerships.
  • Smart TV Ownership: Gauging smart TV ownership provides insights into the adoption of advanced home entertainment systems.
  • IPTV Subscription: Capturing IPTV subscriptions offers insights into the evolving landscape of television consumption.
  • Video Streaming Platforms: Identifying the video streaming platforms used guides marketers in understanding the preferences within the digital content consumption landscape.
  • Music Streaming Platforms: Unveiling the music streaming platforms used provides insights into the auditory preferences and digital music consumption habits of our audience.