83% of people in UAE access the internet with a smartphone during Ramadan, Facebook MENA research says

Mobile emerges at the center of consumers’ three phased discovery process during Ramadan in the region

Dubai, UAE, March 2, 2016:   Facebook in the Middle East and North Africa announced today its key insights from research that shows how consumers in MENA are making decisions during the Ramadan period, with mobile technology playing a key role.

Ramadan is a time to connect with family, faith and friends and encourages people to be more social offline, as well as online. Like many things in our lives, Ramadan has been hugely influenced by the rise of new technology - especially mobile technology. Smartphones especially are transforming all areas of consumers’ lives and creating new ‘mobile moments’ that are extending the Ramadan experience to 7 weeks beyond the traditional time frame of 4-5 weeks.

Facebook MENA research shows the emergence of three phases which consumers go through when planning for Ramadan. 

Phase 1 - Discovery (2 weeks pre-Ramadan)

The pre-Ramadan phase is all about discovery, which is hugely important in a world where people are spending more time in mobile apps than browsers. Food and Fashion are two areas where people start planning early, and are looking for inspiration to help ease the pressure of cooking the nightly meal and feeling their best while the family are around.

47% of people surveyed from the UAE begin planning their cooking options in the month before Ramadan. This is also extended to fashion planning which also matters to people in the MENA region and starts well before the holiday.65% of people surveyed in the UAE also agree families compete to show off their style during Ramadan.

Phase 2 - Mobile and Visual (4 weeks of Ramadan)

The second phase is about connecting via mobile and visual. During Ramadan, people are most often to be found on their smartphone, posting and sharing images and videos

The explosion of mobile devices has created a new way for people to communicate based on photos, gifs, emojis and video. This shift is crucial to helping people navigate a world where brand communication is increasingly expected to be immediate, expressive and immersive. 

Ramadan is a mobile-first month in the UAE, especially for young people, with people sharing Ramadan experiences via mobile, images and video. This trend reveals that 83% of people surveyed in the UAE say they access the internet via a smartphone during Ramadan and there are 7.83x mobile vs desktop uploads for 18-34 year-olds.

Phase 3 - Shopping decisions for Eid (1 week)

The final phase is all about last minute opportunities at Eid. People are looking for last-minute travel and technology deals. 53% of people surveyed in the UAE arrange Eid hotel stays on or after the first day of Eid and 43% of tech purchasers surveyed do not plan their purchases in advance.

When it comes to gifts, both Facebook and Instagram can influence this spending - and gifting more broadly. Although many Ramadan purchase decisions are made early, there is a significant opportunity for brands to influence last-minute purchase decisions through promotional offers and targeting. 60% of people in UAE say they rely on Facebook for gift ideas.

Jonathan Labin, Head of Facebook MENA, commented: “During Ramadan, people are most often found on their smartphone, posting and sharing images and videos that capture their experience; or looking to discover relevant Ramadan information that will help them get the most out of the holiday. Our new learnings has also identified that the final phase of Eid provides a huge potential opportunity for brands, as consumers save some purchase decisions to the last minute.”

With over 120 million people in the MENA region using Facebook every month, including 110 million on mobile devices, for brands and consumers, Facebook is a destination during Ramadan as that is where the conversation starts. Marketers in the region are able to personalise content at scale to influence people at the point of inspiration, consideration and conversion.

Tips for brands to maximize interactions with people during Ramadan:

1. Start early - Planning for Ramadan can start up to a month in advance of the holiday period, especially for food and fashion. Make sure you’re present at with inspiration and ideas at this critical moment.
2. Think mobile and video - Many people will be on their smartphones throughout the month, sharing experiences and discovering new information. Much of the content they post and consume will be visual in nature. Consider how your business can be part of the conversation, and put mobile video front and centre in your planning.
3. Complement TV - Television is a crucial media during Ramadan - but as more people switch to mobile as their primary source of entertainment, it’s vital that brands are present in more than one channel to extend and amplify their messaging.
4. It’s not over until it’s over - Don’t miss out on the opportunity to influence last-minute purchase decisions, especially around travel and technology purchases. People are looking for deals, promotion and inspiration for these decisions online.

*Sources: GfK Ramadan Study (commissioned by Facebook), Q4 2015; Facebook internal data based on reported and inferred user data, Q4 2015