Home » Meta study outlines shopping habits during Ramadan. What’s yours?

Meta study outlines shopping habits during Ramadan. What’s yours?

by Dubaiforum

A new provides insight into shopping habits around the holy month

 Photograph: Chiara Felli/WIRED

Meta has released the results of a comprehensive study into the shopping habits of individuals who observe Ramadan during the holy month. ‘The Ramadan Moment Study’ was conducted with YouGov during Ramadan in 2022 and involved over 18,000 adults from 12 countries, including the UAE, Saudi Arabia, and Egypt.

Meta’s platforms, Facebook and Instagram, witness an annual trend during Ramadan and last year was no different, with 7.8 million interactions containing the word “kindness” taking place on Facebook on the final day of Ramadan. Instagram saw over 13.4 million interactions mentioning togetherness, connection, and community during the month-long period.

As part of the survey, 91 percent of shoppers or observers in the UAE said that they like to see content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid. In parallel to this, 81 percent of shoppers or observers in the UAE stated that they participated in charitable activities during Ramadan and Eid.

Fares Akkad, Meta’s regional director for the Middle East and North Africa, said, “As a seasonal moment, the focus on unity and kinship during Ramadan is unmatched. For marketers, this creates an opportunity to connect with audiences through positive, emotionally-rich messaging.”

As a result of the survey, Meta offered up a number of tips to brands seeking to reach potential customers this Ramadan. Firstly, brands should leverage storytelling tools to create meaningful connections, including video, in-stream content, branded content, and augmented reality experiences, according to the company. According to the survey, 58 percent of shoppers or observers in the UAE said they felt more connected to a brand after seeing Ramadan or Eid content on Facebook or Instagram. The report also highlighted the influence wielded by creators on social media. 58 percent of shoppers or observers in the UAE are more likely to trust a brand that partners with a trustworthy creator.

The importance of personalizing connections through Discovery Commerce was highlighted by shoppers or observers, with 71 percent agreeing that it was easier to complete their Ramadan shopping with personalized products and gift suggestions.

Finally, the report underlined the importance of business messaging, especially during Ramadan. 67 percent of shoppers or observers in the UAE said that they felt more connected to a brand through instant messaging during Ramadan and Eid. Messaging can also be a significant commerce enabler during high-traffic times. It provides a quick and easy route to address any queries or concerns, helping take customers from consideration to purchase in minutes, according to Meta. 

DF

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