For many businesses, our behavior as consumers during Ramadan 2021 might be unpredictable; it’s only our second (but hopefully last) Ramadan under the pandemic. That’s why Facebook IQ, Facebook’s insights and research division; and YouGov, a global public opinion and data company; teamed up to provide the following six insights.
How It Was Done
Based on a study conducted during Ramadan 2020 with over 17,000 respondents across eleven countries that include Egypt, the results reflect around 1,500 interviews that were completed with samples representative of the adult online population across age, gender, and region in each market.
The research explored a range of areas, including people’s purchasing and media habits, the impact of Covid-19, the role of influencer content, and how communities give back.
The Insights
● 73% agree that brands should find ways of giving back during Ramadan. As people personally contribute to their communities, they increasingly expect the same of businesses. They want brands to express their values, speak authentically and stand up for causes they care about.
In fact, the research also shows that 57% of survey respondents in Egypt became more interested in a brand after learning about their business practices. That is why brands must raise awareness of their support for local businesses and the community during the pandemic in a clear and simple way.
● 41% of survey respondents in Egypt spend more time using their mobile during the season. This means that more people are now using mobile across discovery, research, and purchase compared to going to the store.
● Amongst the Ramadan observing and shopping community surveyed in Egypt, less than half agreed that public figures and celebrities influence their purchasing decisions. They look to public figures for self-improvement content as well as deals, especially when it comes to discovering and purchasing new products and services.
Brands must therefore engage with partners and creators to help reach new audiences in an authentic way and should explore collaborating with creators who can inspire, generate deals and announce trends.
● The demand from shoppers to browse and shop safely online is greater than ever as they spend less time shopping in physical stores. According to the research, 42% of survey respondents in Egypt spent more time shopping online during the Ramadan and Eid season because of COVID-19.
On average, shoppers in Egypt are 3x more likely to feel safer using mobile to shop, compared to in-store. This year, brands must understand their audience’s needs and safety concerns when shopping online and on mobile, offering cross-border shoppers a frictionless experience throughout the entire purchase journey, both safely and conveniently.
● Not everyone finishes their Ramadan shopping early, this sort of myth causes numerous brands to spend less on advertising. People, however, are continually preparing their homes, meals, and gifts for loved ones and are looking out for the best deals before and during the season.
While 19% of the respondents in Egypt started planning by March last year, about a month before celebrations started, only 17% had completed their shopping when Ramadan actually started. The research also indicates that the periods just before Ramadan and Eid are the biggest shopping periods. Brands must plan ahead to stay relevant and prepared for these shopping peaks, reminding people of what they love by tapping into their preferences.
● As the impact of COVID-19 is felt locally, shoppers are increasingly price-sensitive and look to Facebook for deals and inspiration. 61% of the respondents in Egypt look to discover more bargains during Ramadan and Eid. This price sensitivity applies to essentials like food and beverages, as well as to clothing and gift items, making mega sales all the more important during Ramadan. The research also indicates that in Egypt, 58% of the respondents said they use Facebook platforms for inspiration, research and to discover new shopping ideas.
The research is based on “Ramadan: This is the Joy of Discovery,” a consumer research by YouGov, commissioned by Facebook IQ. Discover expert insights and solutions on how best to plan for Ramadan at SHAREDbyFacebook. You can also take a closer look at the FBIQ Ramadan Interactive Report explore, compare and filter the findings to inform your Ramadan planning, understand audience expectations and forge more meaningful connections.
Through Facebook’s partnership with Getty Images, brands and marketers can also access the Yalla Ramadan stock image library to adapt their Ramadan campaigns and find visual inspiration.
