📄 Sciences Methods and Technologies
International Journal (SciMeTech)

Volume 2 · Issue 1 · 2026
ISSN: 3085-5284
Understanding Housing Consumer Behavior in Digital Video Advertising: Gender, Income, and Communication Preferences in the Moroccan Market
Mohamed Taibil
Pages 105–115 · Mohammed First University, Oujda - Morocco
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Abstract
Understanding consumer behavior in the housing market is essential for effective marketing and sustainable economic development, particularly in high-involvement sectors such as real estate. This study investigates how gender and income influence housing search priorities, engagement with marketing statements, preferred information, and communication channel selection within the context of YouTube apartment advertising in Morocco. Using a quantitative research design, data were collected through a structured questionnaire distributed via social media platforms, including Facebook, WhatsApp, and Instagram, yielding 105 valid responses. Descriptive statistics and cross-tabulations were employed to analyze demographic differences across four key dependent variables related to digital video communication. The findings reveal significant gender- and income-based variations: females emphasized high-quality finishing, location details, and Instagram communication, while males prioritized affordability, clear pricing, and phone contact. Income levels further shaped engagement patterns, with lower-income respondents focusing on price transparency and higher-income groups valuing quality and neighborhood information. These results align with and extend existing research on housing consumer behavior and behavioral economics by situating demographic decision-making within digital video marketing environments. The study contributes and offers practical guidance for real estate marketers and beginner entrepreneurs seeking to design targeted, sustainable, and inclusive YouTube advertising strategies.
Keywords: Housing Consumer Behavior, Digital Marketing, Communication, YouTube Advertising, Gender and Income Segmentation, Sustainable Real Estate Development

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SciMeTech · Volume 2, Issue 1 · 2026 · ISSN 3085-5284