OMNIBUS MARKETING RESEARCH & CONSULTANCIES

Shift to English in Morocco

BRITISH COUNCIL APRIL 2021

Commissioned by the British Council and conducted

1
independently by Omnibus Marketing Research & Consultancies
CONTENT

BACKGROUND AND OBJECTIVEs 3

MAIN FINDINGS 5
PERCEPTION OF LANGUAGES 9
CURRENT LANGUAGE USE 22
ENGLISH IN THE DAILY LIFE OF MOROCCANS 31
FUTURE LANGUAGE PREFERENCES 37
METHODOLOGY AND SAMPLE PROFILE 43

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 1

BACKGROUND AND OBJECTIVES

Commissioned by the British Council and conducted

3
independently by Omnibus Marketing Research & Consultancies
Background and objectives

BACKGROUND AND OBJECTIVES

▪ The British Council is the United Kingdom’s international organisation for cultural relations and educational opportunities. Its goal is to create
connections, understanding and trust between the people of the United Kingdom and other countries. The British Council makes a positive
contribution to the United Kingdom and the countries where it works through arts, culture, education and the English language.
▪ The objective of this report is to deliver insights on the appetite and demand for the English language among the next generation in Morocco.
▪ The study aims to answer the following key questions:
▪ How is English perceived by young people in Morocco?
▪ What is the perception and status of English in comparison to French?
▪ If the favourability of English is growing among youth, why is this happening?
▪ What are the needs of young people with regard to the languages they use?
▪ How can the potential of English to improve the life prospects of Moroccan youth be optimized?
▪ Findings are based on an online survey of 1,211 persons aged 15-25 in urban areas of Morocco. Interviews were conducted between 16th and
29th March 2021.

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 2

MAIN FINDINGS

Commissioned by the British Council and conducted

5
independently by Omnibus Marketing Research & Consultancies
Main findings

MAIN FINDINGS AND INSIGHTS OF THE STUDY

English is growing rapidly in importance among Moroccan youth, who regard it as vital for unlocking educational, career and cultural opportunities.
▪ Young Moroccans believe it is more important to learn English than Arabic or French. 40% of respondents believe English is the most important
language to learn, compared with only 10% for French. English is considered slightly more important to learn than Arabic, with 65% and 62%
respectively believing each language is either the most important or an important one to learn.
▪ Young people are much more likely to recommend that their friends, family and colleagues learn English than either Arabic or French.
▪ The reasons why English is considered so important lie in the perception of it as a global language which is vital for education, employment,
travelling, and accessing knowledge, news and culture.
Younger, wealthier and more educated youth have the strongest command of English. Online platforms and apps are becoming increasingly
important platforms for language learning.
▪ Arabic is the dominant language among Moroccan youth, spoken and understood with high proficiency by 69% of young people. French is slightly
more widely spoken than English - 34% speak and understand French with high proficiency, and 30% speak and understand English to the same
level.
▪ Those with high levels of English proficiency tend to be younger, more educated and to have higher incomes than those with lower proficiency
levels. They are also slightly more likely to be female.
▪ While schools, movies and TV series have hitherto been the predominant platforms for young people to learn English, in future they would prefer
to learn via the internet, language apps and private language schools.

6
Main findings

MAIN FINDINGS AND INSIGHTS OF THE STUDY

Young people most often encounter English online and in the media.
▪ Although English is growing in importance, French continues to have an equal influence in the daily life of young Moroccans.
▪ English is most often engaged with on the internet; in movies, music and TV series; and in the news and other media.
▪ 16% of young Moroccans use online educational platforms to access English.

English is expected to become Morocco’s primary foreign language in the next five years, as well as the foreign language most widely spoken
among youth. Young people are strongly in favour of the switch from French to English, a move they see as beneficial to both the country as a whole
and young people themselves.
▪ 85% of respondents expect the number of young Moroccans speaking English to increase in the next ten years, with 57% expecting the number to
increase greatly.
▪ While 50% expect the use of French also to increase, only 23% expect it to increase greatly, and 21% expect it to decrease.
▪ More than two-thirds of young Moroccans believe English will replace French as the country’s main foreign language in the next five years.
Respondents are highly supportive of such a move, with 74% agreeing with it. They believe it will benefit the country economically and provide a
major boost to young people’s life and career prospects.

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Main findings

SWOT ANALYSIS FOR ENGLISH VERSUS ITS COMPETITORS

• High likelihood of recommending English • There are still people who prefer Arabic or
compared with Arabic and French French for cultural reasons
• International/global language • A few avoid using English due to personal beliefs
• Language of knowledge, science and the • Knowledge of English is weaker among people
future with lower incomes and less education
• Leads to better job opportunities
• Important language on social media
platforms

• Small risk of French and Arabic • The pandemic gives people time to learn English
regaining popularity • Global events make people want to understand
more of the news in English
• Streaming services and social media platforms
provide interesting content in English
• Apps are an increasingly popular language
learning platform

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Main findings

RECOMMENDATIONS FOR MAINTAINING AND DEVELOPING THE PERCEPTION AND

POTENTIAL OF ENGLISH BASED ON THE SWOT ANALYSIS

• Maintain momentum by informing young • Make the argument that knowing English does
people about the advantages of English for not make you less Arabic or French.
education, jobs, communication and • Encourage young people to think in terms of the
innovation. advantages of mastering English.
• Combine English language teaching with • Make efforts to disseminate English language
employability skills training, including use learning beyond elite groups.
of social media for strengthening
employability.

• Although English has great momentum, only • Offer more online courses during the pandemic,
30% speak and understand it with a high perhaps via an app, and advertise on social
proficiency. Meeting the demand for English media.
learning will ensure that they are not put off • Include media and social media content in
the language. English courses, including news, movie clips and
music.

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 3

PERCEPTION OF LANGUAGES

Commissioned by the British Council and conducted

10
independently by Omnibus Marketing Research & Consultancies
Perception of languages

PERCEPTION OF LANGUAGES – KEY FINDINGS

▪ 40% of respondents believe English is the most important language to learn. Another 40% regard Arabic as most important, while only 10%
believe French is most important.
▪ Combining respondents who say that a language is either the “most important” or “important” to learn, 65% regard as English as important, 62%
Arabic and 47% French.
▪ 82% of respondents have positive associations with English, and 59% with French.
▪ English is by far the highest-rated compared with Arabic and French when measuring how likely young people are to recommend it to friends,
family and colleagues. The key reasons for this are that English is an international language and that it is beneficial for work.
▪ English and French are considered more or less equally attractive for use in day-to-day and official communication - although English is viewed as
more important to learn, French is still widely used.
▪ The reasons why more Moroccans have learned English in recent years relate to its role as a global language and its importance for obtaining
employment, travelling around the world, and accessing knowledge and culture. The COVID-19 pandemic and other international events have
also contributed to increased interest in the language.

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Perception of languages

ENGLISH AND ARABIC ARE CONSIDERED THE TWO MOST IMPORTANT LANGUAGES TO LEARN

▪ Perception of languages
Ranking of the languages based on respondents personal perception of how important it is to learn them

53%

50%

40% 40% 41%

40% 37%

30%
30% 28%
25%
22% 23%
20% 21%
19%
20% 17%
13%
10% 10%
10% 7% 9% 8% 8% 8%
4% 5%
3%
0%
1 - Most important 2 3 4 5 - Least important

N=1,211 English Arabic French Berber/Amazigh Spanish

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Perception of languages

4 OUT OF 5 HAVE POSITIVE ASSOCIATIONS WITH ENGLISH AND 3 OUT OF 5 WITH FRENCH

Please indicate if you have positive, neutral or negative associations with English and French

100%
90% 82%
80%
70%
59%
60%
50%
40%
30% 23%
15% 18%
20%
10% 3%
0%
Positive Neutral Negative

N=1,211 English French

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Perception of languages

ENGLISH IS THE LANGUAGE WITH THE BEST REPUTATION AMONG THE YOUTH IN
MOROCCO
▪ Net Promoter Score measures the willingness of
Likelihood of participants recommending a language to friends, family and
participants to recommend a language to others.
colleagues
The Net Promoter Score is calculated by
subtracting the score of Detractors from the score
70%
of Promoters.
60%
60% ▪ The calculated NPS scores are as follows:

50% 49% ▪ English (60 minus 26) 34

39% 40% ▪ Arabic (40 minus 39) 1

40%
▪ French (28 minus 49) -21
30% 28%
26%
23%
21%
20% ▪ The NPS scores clearly indicate that English is the
14%
10%
language that youth in Morocco would most
recommend to others.
0%
0-6 Detractors 7-8 Passives 0-10 Promotors

N=1,211 English Arabic French

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Perception of languages

THE MAIN REASONS FOR RECOMMENDING ENGLISH ARE THAT ENGLISH IS AN

INTERNATIONAL LANGUAGE THAT IS IMPORTANT FOR WORK

Reasons for recommending English Reasons for NOT recommending English

International language 31% It is my opinion 20%

Important for work 15%
Find Arabic most important 15%
Important language 15%
Based on the usage 15%
I like English 9%
Languages are in general important 5% Based on the culture 7%

Based on current society 5% Use French more than English 6%

It is my opinion 5% Do not like English 2%
Practical language 4%
English and French are equaly important 1%
Important for education 3%
Other 10%
Other 6%
No answer 2% No Answer 23%

0% 10% 20% 30% 40% 0% 10% 20% 30% 40%

N=754 N=137

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Perception of languages

REASONS FOR RECOMMENDING AND NOT RECOMMENDING ENGLISH

(SELECTED OPEN ANSWERS OF THE RESPONDENTS)

“Languages are very important to know firstly it is “Because the Arabic “Because the English “English has become one of the most widely
a way to communicate and secondly for it is one language has an language has spoken languages in the world, and it's the
of the keys to succeed in the professional world.” important future.” become more language of business.”
important in the light
of globalization, as
“Because the French most of the world's
language greatly affects population speaks it, “I'm an engineering student, technicalities and
“In fact, I find that the English language enables our society.” standards are changing every year. This change
not to mention its
access to many jobs and is currently controlling involves all countries around the world. Most of
importance in
the global economy.” these countries don't speak French. But English
communication in
“Because I don’t use various fields from became the world universal language. To get
English in my life.” commercial those updates, it's easy and very likely I will find
“You must learn English exchanges to politics them in English!”
“We are a
Franco-Arab because it is important in and public relations.”
country so there our lives now.” “Because my language is
aren't too many Arabic and 2nd language is “Because my ratings are based on
people who French.” which language would be more
practice the
“Because Arabic is the “Because I love the English recommendable to learn and be able
English
best language.” language.” to grow in this society.”
language.”

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Perception of languages

ENGLISH AND FRENCH ARE CONSIDERED ALMOST EQUALLY ATTRACTIVE WHEN IT

COMES TO DAY-TO-DAY AND OFFICIAL COMMUNICATION
▪ Perception of languages
Attractiveness ranking of English and French regarding Attractiveness ranking of English and French regarding
day-to-day communication official communication

50% 50%
42%
40% 38% 40%
35% 36%

30% 30%
26%
23% 24%
20% 20% 19%
20% 18% 18% 20%
12%
9% 10% 10% 11% 10% 9% 10%
10% 10%

0% 0%
1 - Most 2 3 4 5 - Least 1 - Most 2 3 4 5 - Least
important important important important

N=1,211 English French N=1,211 English French

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Perception of languages

ENGLISH AND FRENCH ARE EQUALLY ATTRACTIVE WHEN IT COMES TO CULTURAL

IDENTITY AND OVERALL
▪ Perception of languages
Attractiveness ranking of English and French regarding Attractiveness ranking of English and French overall
cultural identity

50% 50%

40% 40% 36%

32%
30% 27% 26% 26% 30%
24%
22%
20% 20% 19% 20%
20% 18% 20%
15% 16%
13% 14% 14% 14%
11% 12%
10% 10%

0% 0%
1 - Most 2 3 4 5 - Least 1 - Most 2 3 4 5 - Least
important important important important

N=1,211 English French N=1,211 English French

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Perception of languages

THE INCREASED POPULARITY OF ENGLISH IS DUE TO ITS ROLE AS A GLOBAL LANGUAGE

THAT IS IMPORTANT FOR WORK, EDUCATION AND TRAVEL
▪ Perception of languages
Why do you think the number of young Moroccans speaking English has been increasing over the years?

100%
90%
80%
70% 61%
60% 51% 49% 48% 48% 45%
50% 44% 41% 39% 38%
40% 30% 30%
30%
20%
10% 1%
0%
English is a With With Travelling is English is English is Studying English gives English is Learning English is Many Other
global English, you English, you a lot easier one of the the English can you access the English can the scientific
language can work all can study all with a good most language of help you get to multiple language of help you language of papers are
over the over the knowledge important the Internet a job cultures popular meet new the media written in
world world of English languages culture – people industry English
for business film, music
etc

N=1,211

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Perception of languages

COVID-19 MADE PEOPLE MORE AWARE OF THE IMPORTANCE OF ENGLISH

(SELECTED OPEN ANSWERS OF THE RESPONDENTS)

Have Covid-19 and its implications “I wanted to take “Because since we “During this pandemic, I learned more about
changed your perception about the advantage of the were confined, I scholarships abroad and I also started studying
quarantine period to discovered a lot of online through the courses offered by the British
importance of English?
develop my super interesting Council and other courses.”
communication abilities.” programs in
100% English, and I had
set myself to
90% “Thanks to covid 19 several international
improve my English
education platforms have given access to students
80%
“I started a lot of online before the end of
to participate in courses that are deemed
70% courses in that period.” the confinement.”
necessary the only thing is that these courses are
60% 56% conducted in English.”
50% 44%
40%
30% “I noticed that there is more interaction in social media in
English than in French.”
20% “Being difficult to find a job I thought
10% about working on the internet, I discovered
that to make money and earn a living
0% “We need it for connection
online you need a good English skills.”
Yes No with the rest of the world.”
N=1,211

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Perception of languages

POLITICAL EVENTS ALSO MADE PEOPLE MORE AWARE OF THE IMPORTANCE OF ENGLISH
(SELECTED OPEN ANSWERS OF THE RESPONDENTS)

Have political events such as Brexit “Because the follow-up of “Because after the “By my curious nature, I like to be informed
and US politics and elections these events in a close and American elections, through good sources, so I followed channels like
neutral way is generally I became aware of NBC and CBS which once again showed the
changed your perception about the
done through the English the dominance of importance of the English language.”
importance of English? (American) media.” an American
100% economy in the
“Because after the American
world and the
90% elections, I became aware of “Because I
extent of Britain's
80% the dominance of an American understood
73% “The English language is power and
economy in the world and the the role of the
70% what the world is all influence on a
extent of Britain's power and English
about.” European
60% influence on a European language.”
economy.”
50% economy.”
40%
30% 27% “Because sometimes I can't understand what they say, so
it made English more important to me.”
20% “Elections in general attract the attention
10% of many people so if it is American
elections, people will go to learn English to
0% “’Because I needed to follow
understand it.”
Yes No the news.”
N=1,211

21
Perception of languages

THE MOROCCAN YOUTH REALISE THE IMPORTANCE OF ENGLISH FOR KEEPING UP WITH
GLOBAL NEWS

Why has Covid-19 made English even more important to you? Why have political events such as Brexit and US politics and
elections made English even more important to you?

Importance of broader communication 20% Importance of understanding global news 43%

To be up to date on COVID-news 18%
Importance of broader communication 16%
Had the time to learn now 12%

To be able to understand more online 12% It is my opinion 2%

Job possibilities 11%
It gives job possibilities 2%
It is my opinion 4%

Online shopping 1% Just had the time to learn it 2%

I don't know 4%
Other 5%
Other 5%

No answer No answer 8%
8%

0% 20% 40% 0% 20% 40%

N=514 N=311

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 4

CURRENT LANGUAGE USAGE

Commissioned by the British Council and conducted

23
independently by Omnibus Marketing Research & Consultancies
Current language usage

CURRENT LANGUAGE USE – KEY FINDINGS

▪ 69% of Moroccan youth speak and understand Arabic with high proficiency. 34% speak and understand French with high proficiency, and 30%
speak and understand English with high proficiency.
▪ Those with high English proficiency are spread across Morocco, with 33% in Casablanca, 15% in Rabat and 13% in Marrakesh, followed by the
other cities. They tend to have a higher education level and higher income than those with lower English proficiency. They are also slightly
younger, and slightly more likely to be female than male.
▪ The three main platforms where people learned English are school (37%), movies and series (25%) and the internet (17%). 7% learned through a
language app and 6% through an English language training institute.
▪ Only in 10% of schools was English the main language used. Arabic and French are the dominant languages in schools.
▪ When asked what platforms they would prefer to learn English on, the internet (61%), language apps (45%) and private schools (45%) were the
preferred platforms.

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Current language usage

ARABIC IS THE LANGUAGE MOST COMMONLY SPOKEN WITH HIGH PROFICIENCY.

ENGLISH AND FRENCH ARE CLOSE TO EACH OTHER IN TERMS OF THE LEVEL OF PROFICIENCY

Which of the following three languages do you speak and at what level?

60% 56%

50%

40%

30%
21% 21%
20% 17% 16% 16% 17%
14% 13% 12% 14% 13% 13% 13%
8% 8% 9%
10% 5% 6% 4% 6%

0%
I do not speak the I can understand and I can understand I can understand the I can interact with a I can express myself I can understand with
language at all use familiar everyday sentences and main points of clear degree of fluency and fluently and ease virtually
expressions and very frequently used standard input on spontaneity that makes spontaneously without everything heard or
basic phrases. expressions related to familiar matters regular interaction with much obvious read.
areas of most regularly encountered native speakers quite searching for
immediate relevance. in work, school, leisure, possible without strain expressions.
etc. for either party.

N=1,211 English Arabic French

25
Current language usage

SEGMENT 1: THOSE WITH HIGH PROFICIENCY IN ENGLISH TEND TO BE YOUNGER, BETTER EDUCATED,
HAVE HIGHER INCOMES AND ARE MORE LIKELY TO BE FEMALE THAN THOSE WITH LOWER LEVELS OF
PROFICIENCY
DEMOGRAPHICAL IDENTIFIERS LANGUAGE SPECIFIC CHARACTERISTICS

33% Casablanca, 15% Rabat, 13% Marrakech ▪ Education level:

SEGMENT 1
Bachelor – 28%,
52% are females General Secondary – 20%
SEGMENT SIZE:
▪ 78% are PROMOTORS on NPS score
30 % 51% 19-22 years old, 41% - 23-25 years old

HIGH PROFICIENCY Household income: 25.328 DH

Personal income: 9.481 DH

59 % Students, 15% Employed

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Current language usage

SEGMENT 2: MEDIUM PROFICIENCY IN ENGLISH

DEMOGRAPHICAL IDENTIFIERS LANGUAGE SPECIFIC CHARACTERISTICS

29% Casablanca, 16% Marrakech, 15% Agadir ▪ Education level:

SEGMENT 2
General Secondary – 23%
50% are females Bachelor– 20%
SEGMENT SIZE:
▪ 46 % are PROMOTORS on NPS score
48 % 47% 19-22 years old, 43% - 23-25 years old

MEDIUM PROFICIENCY Household income: 13.921 DH

Personal income: 5.709 DH

61 % Students, 13% Employed

27
Current language usage

SEGMENT 3: THOSE WITH LOW PROFICIENCY IN ENGLISH ARE MORE LIKELY TO BE MALE, LESS
EDUCATED AND HAVE LOWER INCOMES
DEMOGRAPHICAL IDENTIFIERS LANGUAGE SPECIFIC CHARACTERISTICS

24% Casablanca, 15% Agadir, 12% Tangiers ▪ Education level:

SEGMENT 3
General Secondary – 39%
52% are males General University Diploma – 14%
SEGMENT SIZE:
▪ 46 % are PROMOTORS on NPS score
22 % 45% 19-22 years old, 36% - 23-25 years old

LOW PROFICIENCY Household income: 17.927 DH

Personal income: 5.201 DH

61 % Students, 13% Unemployed, looking for work

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Current language usage

SCHOOL IS THE MAIN VENUE FOR LEARNING ENGLISH, BUT MOVIES, TV SERIES AND THE INTERNET ARE
ALSO IMPORTANT. A MINORITY ALSO USE APPS AND LANGUAGE TRAINING INSTITUTES TO LEARN
ENGLISH
▪ Perception of languages
How have you primarily learned the English you know For how many years have you been learning English at
today? school or in education?
100% 100%
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
37% 39%
40% 40%
30% 25% 30% 23% 21%
17%
20% 20% 12%
10% 7% 6% 5% 3% 10% 6%
0% 0%
School From From the Through From an From Others 1 year 2 years 3 years 4 years 5 years or more
movies internet (e an English English family and
and series g, language language friends
(e g YouTube, app (e g training
Netflix or TikTok, Babbel, institute
similar) Facebook Duolingo
or similar) or similar)

N=1,211 N=442

29
Current language usage

THE MAJORITY OF RESPONDENTS WENT TO PUBLIC SCHOOL, AND THE DOMINANT

LANGUAGES IN SCHOOLS ARE ARABIC AND FRENCH
▪ Perception of languages
You answered you primarily learned English via school. What was the main languages used in this school?
Was this a private or public school?
100% 100%

90% 90%

80% 80%

70% 67% 70%

60% 60%
51%
50% 50%
39%
40% 40%
33%
30% 30%

20% 20%
10%
10% 10%
1% 1%
0% 0%
Public school Private school Arabic French English Spanish Other (specify)

N=1,211 N=442

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Current language usage

YOUNG PEOPLE WOULD PREFER TO LEARN ENGLISH VIA THE INTERNET, LANGUAGE
INSTRUCTION APPS AND AT PRIVATE SCHOOLS
▪ Perception of languages ▪ Many respondents learn English by being active
If you want to improve your English skills, which of the following options
on social media platforms. This is not only by
would you prefer? following celebrities who speak English, but also
100% by meeting other people online and discussing
90% different topics of interest.
80%
70% 61% ▪ Some mention having met people online during
60% the COVID-19 pandemic as the reason for
50% 45% making an effort to master English at a better
38%
40% level.
30% 25% 22%
17% ▪ Movies, series and online gaming are also of
20%
10% 3%
great significance for learning English.
0% ▪ During the pandemic, young people have used
Via the Via language At a private Via an Privately via a At a public Other the opportunity of having more spare time to
Internet e g instructions school academic tutor school
such as You apps e g language
access learning platforms and take courses,
Tube, Babbel, provider including for improving English skills.
Facebook and Duolingo or
similar similar

N=1,211

31
 5

ENGLISH IN THE DAILY LIFE OF

MOROCCANS

Commissioned by the British Council and conducted

32
independently by Omnibus Marketing Research & Consultancies
English in daily life

ENGLISH IN DAILY LIFE – KEY FINDINGS

▪ English and French have an equally strong influence on the daily

life of Moroccan youth.
▪ Young Moroccans encounter English in their daily life via many
different platforms, but the two most significant are via the
internet and via movies, music and series. These are also the two
platforms where the Moroccan youth most actively seek to engage
with English.
▪ The internet sites and social media platforms most often used in
English are Facebook, Instagram and YouTube, followed by
educational platforms.
▪ Moroccan youth mainly watch movies and series in English on
Netflix, with MBC and YouTube used to a much lesser extent for
this purpose.

33
English in daily life

ENGLISH AND FRENCH HAVE AN EQUALLY STRONG INFLUENCE ON PEOPLE’S DAILY LIFE

To what extent do the following two languages influence your daily life incl. work, school, social media etc.?

50%
45%
40% 37% 38%
35% 32%
30%
30%
25% 22%
19%
20%
15% 14%
9%
10%
5%
0%
4 - it has very high influence on my daily 3 2 1 - It does not influence my daily life at
life all

N=1,211 English French

34
English in daily life

MOST ARE EXPOSED TO ENGLISH VIA THE INTERNET AND THROUGH MUSIC, FILMS AND
SERIES. THESE ARE ALSO THE PLATFORMS WHERE PEOPLE ARE MOST ACTIVELY SEEKING TO
ENGAGE WITH ENGLISH
Where do you meet and engage with English in your daily life?

70% 65%
60%
60% 57% 55%
50% 46%
42% 41% 40%
40%
38%
34% 33%
30% 29%
30%
21% 19% 22%
20%

10%
2% 1%
0%
At school via the At work When engaging At school via In the media e g , On the internet e Via music, films When travelling Other
teacher with foreigners educational news, articles, g , Social Media and series to other countries
material culture sections

N=1,211 Meet English in the daily life Actively seeking English to engage with

35
English in daily life

THE MOST OFTEN-USED INTERNET SITES AND SOCIAL MEDIA PLATFORMS IN RELATION TO
ENGLISH ARE FACEBOOK, INSTAGRAM AND YOUTUBE. ONLINE EDUCATIONAL PLATFORMS ARE
ALSO USED.
▪ Perception of languages
What internet sites and social media platforms do you often use in English?

100%
90%
80%
70%
60%
48%
50% 42%
40% 36%
30% 25%
20% 16%
13%
8% 6% 5%
10% 4% 4% 4% 3% 3% 2%
0%

N=442

36
English in daily life

THE LEADING MEDIA CHANNELS AND PLATFORMS USED IN ENGLISH ARE NETFLIX, MBC AND
YOUTUBE

What channels and platforms do you often use for Movies and series in English?

0% 10% 20% 30% 40% 50% 60%

Netflix 60%

MBC 19%

YouTube 13%

Movie streaming sites/services 12%

Egybest 11%

Other TV-channels 4%

Specific series/movies/games 4%

Social media 2%

Educational platforms 2%

Other 7%
N=929

37
 6

FUTURE LANGUAGE PREFERENCES

Commissioned by the British Council and conducted

38
independently by Omnibus Marketing Research & Consultancies
Future language preferences

FUTURE LANGUAGE PREFERENCES – KEY FINDINGS

▪ 85% of respondents expect the number of young Moroccans speaking English to increase in the next ten years, with 57% expecting the number to increase greatly.
▪ While 50% expect the use of French also to increase, only 23% expect it to increase greatly, and 21% expect it to decrease.
▪ The main reasons Moroccan young people expect English to become more widely spoken are that it is seen as the language of the future, as an international language,
and as positive for one’s career.
▪ There is strong agreement among young Moroccans that English should become the primary second language in the country. 74% agree that Morocco should adopt
English instead of French as its primary second language.
▪ Such a move, respondents believe, will enhance tourism to Morocco, enhance the country’s status as a business hub and gateway to Africa, and strengthen its profile as a
research and innovation hub. From a personal point of view, moreover, respondents believe a stronger focus on English will enable them to access high-quality
educational opportunities, obtain better jobs both locally and internationally, and earn higher salaries.
▪ More than two-thirds believe English will replace French as the primary foreign language within five years.

39
Future language preferences

85% EXPECT THE NUMBER OF MOROCCANS SPEAKING ENGLISH TO INCREASE THE NEXT 10 YEARS.
50% EXPECT THE NUMBER SPEAKING FRENCH TO INCREASE, AND 21% EXPECT IT TO DECREASE

Among the youth in Morocco how do you think the following languages will develop in terms of the number of young
Moroccans speaking them over the next 10 years?
60% 57%

50%

40%

28% 27% 29%

30%
23%
20% 16%
10%
10% 5%
3% 2%
0%
The number of young Moroccans The number of young Moroccans It will stay the same as today The number of young Moroccans The number of young Moroccans
speaking it will increase very speaking it will increase speaking it will decrease speaking it will decrease very
much much

N=1,211 English French

40
Future language preferences

THE KEY REASONS FOR EXPECTING MORE MOROCCANS TO SPEAK ENGLISH THAT IT IS PERCEIVED AS
THE LANGUAGE OF THE FUTURE, AS AN INTERNATIONAL LANGUAGE, AND AS BENEFICIAL FOR ONE’S
CAREER
▪ Future language preferences
Why do you think the number of young Moroccans “Because the “Because most of the youth aspire to a beautiful
speaking English will increase over the next 10 years? Moroccan youth future, and if you want to work, then most fields
0% 5% 10%
aspires a lot to need the English language as a basic thing.”
learn languages in
Language of the future 9% order to develop
International language 9% their minds and
Career 8% prosper and speak “The English language is very
with people from important for the integration “Everyone is
Preferred language to learn 7%
any country and of young people into the labor turning to the
Easy to learn 3% does not want to market, because the majority English
Language of knowledge 3% remain backward.” of companies require a level of language
It is important 3% language, mainly English, because of its
Social media 3% when recruiting.” dominance on
Education 2% the Internet.”
“The next 10 years
Other 2%
will require more
Because of movies, series and games 2% English speakers.”
Interest in english speaking cultures 2% “English is an international language, and
No answer 1% it is noticed here in Morocco people started
learning English, especially the young
Personal experience 1% “Because English is the people.”
language of the future.”
N=1,211

41
Future language preferences

REPLACING FRENCH WITH ENGLISH AS MOROCCO’S PRIMARY SECOND LANGUAGE IS SEEN AS OFFERING
GREAT BENEFITS BOTH TO THE COUNTRY AS A WHOLE AND TO YOUNG PEOPLE THEMSELVES. RESPONDENTS
BELIEVE THE COUNTRY WILL BENEFIT ECONOMICALLY AND WITH REGARD TO RESEARCH AND INNOVATION,
WHILE THEY THEMSELVES WILL BENEFIT WITH REGARD TO EDUCATION AND WORK
Statements regarding English

70%
62%
60% 57% 57% 57%

50% 45%
40%
33%
30%
20% 21% 22%
19% 21% 23% 23%
19%
20% 15% 15% 13% 12% 9% 9% 8% 8%
10% 4% 4% 4% 4% 4% 4% 4% 4%
0%
If I had studied with Having English as the Having English as the Having English as the Learning in French has English will replace French
English, I would have had primary second language primary second language primary second language limited my development as the first foreign
better employment will enhance Morocco in will enhance Morocco in will enhance international opportunities language within 5 years
chances locally and being a research and being a business hub and Tourism in Morocco
internationally innovation hub gateway to Africa
N=1,211 5 - I totally agree 4 3 2 1 - I do not agree at all

42
Future language preferences

ENGLISH IS ALSO SEEN AS BENEFICIAL IN TERMS OF HELPING YOUNG PEOPLE TO TAKE UP EDUCATION
AND CAREER OPPORTUNITIES ABROAD. THERE IS STRONG AGREEMENT THAT IT SHOULD BECOME THE
COUNTRY’S MAIN SECOND LANGUAGE

Statements regarding English

70%
63% 62%
59% 58%
60%
50%
50%

40% 34%
30% 28%
25%
23% 21% 21%23%
20% 18% 18%
20% 15%14% 17% 16%
14% 12% 13% 12%
11% 10%
10% 5% 6% 6% 5% 4% 3% 4% 3% 5% 3%
0%
Morocco should adopt English will help me English will enable me English will help me I feel excluded from English will help me English will help me to
English as our first earn a higher salary to access a high quality take up opportunities popular culture (film & take up opportunities immigrate to other
foreign language & internationally outside Morocco in music) without English in France countries
instead of French recognised education Middle East

N=1,211 5 - I totally agree 4 3 2 1 - I do not agree at all

43
 7

METHODOLOGY AND SAMPLE

PROFILE

Commissioned by the British Council and conducted

44
independently by Omnibus Marketing Research & Consultancies
Methodology and sample profile

RESEARCH METHODOLOGY

On behalf of the British Council, Omnibus has conducted a quantitative research project to provide an evaluation and
insights into the shift towards English among Moroccan youth aged 15 to 25.

Using a 15-minute questionnaire, Omnibus interviewed 1,211 persons via online panels. Interviews were conducted
between 16th and 29th March 2021.

The interviews were conducted with a representative sample of persons aged 15 to 25 living in urban areas of
Morocco, with a good spread across the major cities.

The sample of 1,211 persons has a statistical uncertainty of +/- 2.82%-points based on a 95% confidence level.

45
Methodology and sample profile

MAIN DEMOGRAPHICS OF THE SAMPLE

Males Females Highest level of completed education Current occupation

Primary School 5%
Self-employed 9%
Basic Education (Certificat
50 50 dEnseignement secondaire)
6%
% % Employed 13%
General Secondary (Baccalauréat) 26%
Technical Secondary (Baccalauréat
6% Student
Technique) 60%
Year of birth General University Diploma (Diplôme
ďÉtudes Universitaires Générales)
16%
2006 1% Unemployed – looking
2005 2% Cities Technical (Brevet de Technicien for work
11%
supérieur)
7%
2004 4%
2003 4% Agadir 15%
Bachelor Housewife/house
2002 8% Casablanca
20% 2%
29% husband
2001 10%
Fes 9%
2000 18% Master 10%
1999 12% Marrakech 14% Other 3%
1998 13% Meknes/Sale 9% Doctorate 2%
1997 11%
Rabat 12% Do not know/Do not
1996 10% Do not know/Do not wish to answer 3% 2%
1995 7% Tangiers 11% wish to answer

0% 20% 0% 20% 40% 0% 20% 0% 20% 40% 60%

N=1,211

46
Methodology and sample profile

OVERVIEW OF THE INCOME LEVEL OF THE SAMPLE

Household income Personal income

DH 0-999 12% DH 0-999 28%

DH 1000-3999 28% DH 1000-3999 34%

34%

DH 4000-6999 21% DH 4000-6999 18%

DH 7000-9999 8% DH 7000-9999 5%

DH 10.000 or above 30% DH 10.000 or above 15%

0% 20% 40% 60% 0% 20% 40% 60%

N=1,211

47
 THE JOURNEY FOR BETTER
INSIGHTS BEGINS HERE!

Commissioned by the British Council and conducted

48
independently by Omnibus Marketing Research & Consultancies