Sharing is intrinsic to Ramadan. From sharing the experience of fasting to sharing experiences with friends and family, people cook, shop, reconnect and socialize more than at any other time of year.
Increasingly, this sharing takes place across the Facebook family of apps. People who observe Ramadan use our platforms – both throughout the year, and especially at Ramadan. This presents a real opportunity for businesses to connect with consumers.
We wanted to explore how people’s daily routines change during Ramadan, the impact this has on buying behaviour and the opportunity this presents for marketers at Ramadan. So we commissioned Kantar to conduct an online quantitative study in Indonesia, Turkey, Nigeria, Saudi Arabia, Egypt, Pakistan, UK and France. In total, 7482 interviews were conducted. We also looked at Facebook internal data and third party-data to gain a more rounded understanding.
In this article we’re going to paint a picture of the size and scope of the opportunity during Ramadan.
How people use digital services
People who observe Ramadan/Eid al-Fitr use our social media platforms. 78% of people surveyed who observe Ramadan use Facebook, 65% use Instagram and 86% use WhatsApp – all at least once a month. We also know that they use our platforms often, with 61% of Facebook users who observe Ramadan/Eid al-Fitr using it multiple times a day and 56% of Instagram users using it multiple times a day1.
While advertisers look to TV for advertising during Ramadan, consumers in the Middle East spend the most time on mobile and social media. 60% spend more than 2 hours online on mobile daily, while only 30% spend more than 2 hours watching TV each day2.
It’s also worth considering the combined impact of TV and social media. 75% of 18-64-year-olds use social media whilst watching TV, while 50% of 45-54yr olds use social media whilst watching TV. The other most popular activity while multi-screening is messaging friends3.
Source: Facebook