Survey Reveals Shift in Moroccan Information Access in 2025

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Shifts in Information Consumption Among Moroccans

In 2025, Moroccans are showing a growing trend of diversifying how they access information. Search engines, social media, and artificial intelligence tools have become key sources, according to a joint survey conducted by L’Economiste newspaper and the Sunergia research center. The study, titled “How Moroccans get information in 2025,” highlights significant changes in user behavior across different demographics and regions.

Search Engines Remain the Primary Source

Search engines continue to be the primary source of information for 44 percent of Moroccan users, a figure that has remained consistent from 2024. This preference is most prominent among young people aged 18 to 34, with 58 percent relying on search engines first. However, this usage drops significantly to 20 percent among those over 55.

The disparity in search engine usage is also evident between urban and rural areas. In cities, 53 percent of users turn to search engines as their main source, while only 29 percent of rural residents do so. Similarly, higher socioeconomic groups show greater reliance on search engines, with 63 percent using them as their primary source, compared to 30 percent among lower-income and less-educated individuals.

Rise of Artificial Intelligence Tools

Artificial intelligence (AI) tools have seen a notable increase in popularity, now ranking second in terms of primary information sources. According to the survey, 11 percent of respondents use AI tools as their main source, up by 10 percentage points from the previous year. This adoption is strongest among younger users, with 21 percent of those aged 18 to 34 turning to AI first. In contrast, only 3 to 7 percent of older age groups rely on AI.

Urban residents and higher socioeconomic groups also lead in AI usage, indicating a correlation between education, income, and technological familiarity. Google remains the dominant search engine, holding an 88 percent market share. Meanwhile, ChatGPT leads the AI tools, used by 92 percent of Moroccan AI users.

Social Media as a Key Channel

Social media is the primary source of information for 10 percent of Moroccans, with preferences varying by age and location. This group is more pronounced among those aged 35 to 64 and rural residents. Facebook continues to be the top platform, with 54 percent of users accessing information through it. Instagram follows at 32 percent, and TikTok at 13 percent. YouTube, however, saw a sharp decline in usage, dropping to just 5 percent.

Other platforms such as WhatsApp, X (formerly Twitter), and LinkedIn remain marginal sources of information, according to the survey.

Device Preferences and Usage Trends

Smartphones continue to dominate as the primary device for accessing information, used by 89 percent of respondents. Laptop usage increased by three points in 2025, particularly among young adults aged 18 to 24 and higher-income groups. This suggests a growing trend toward mobile-first access, especially among younger demographics.

Conclusion

The survey underscores a clear shift in how Moroccans access and consume information. While traditional sources like search engines remain dominant, the rise of AI tools and the continued role of social media reflect a dynamic digital landscape. These trends highlight the importance of adapting information delivery methods to meet the evolving needs of different age groups, geographic locations, and socioeconomic backgrounds. As technology continues to advance, it will be crucial for content providers and platforms to keep pace with these changing behaviors.

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