How internet consumption changes during Ramadan and why marketers need to leverage digital

How does Ramadan change internet consumption habits in the Middle East? We compare the number of unique browsers online during Ramadan with non-Ramadan days.

Ramadan is the ninth month of the Islamic lunar calendar and this year, it started on Friday 26 May and lasted till Saturday 24 June. During Ramadan, Muslims fast from dawn till dusk. They begin their fast at dawn (Suhoor) and break it later in the evening with family (Iftar) at dusk.

Because of these changes in their daily routines, the pattern of internet consumption in the Middle East alters during Ramadan

How did internet consumption change during Ramadan?

As you can see in the graph below, not only are there more people online during Ramadan, but they are also consuming more content. They’re also online at different times throughout the day.

<INSERT RAMADAN PATTERN IN MENA THIS YEAR>

 

What are people doing online more of and why? 

Our pre-Ramadan survey found that respondents anticipated increasing their online activity for social networking, reading religious articles and streaming videos during Ramadan. The responses also indicated that 20% of respondents expected to use Whatsapp, Facebook and Youtube at least 15% more than usual during Ramadan.

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Are there specific groups of people who are online more during Ramadan?

 

 

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How can marketers take advantage of the changes in internet consumption during Ramadan?

The opportunity in digital during Ramadan is clear for marketers. Instead of continuing to compete for a limited amount of space in traditional media outlets like TV and print, marketers stand to gain more eyeballs by embracing digital marketing.

 

To gain free access to our comprehensive databases offering the best audience data and insights from South Africa and the Middle East, sign up for your free Narratiive account.

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