Ramadan online trends reveal shifting Internet consumption
Ramadan is unlike any other time of the year in the Muslim world. It affects almost every aspect of people’s lives – and online time spent is no exception.
For digital marketer’s it’s important to know when their audience is spending most of the time online to better target them.
Effective Measure (EM), the digital audience profiling and data intelligence solutions provider, has released insights on Internet usage during Ramadan for the United Arab Emirates and Saudi Arabia.
Saudi Arabia Internet Usage Trends
In Saudi Arabia most Internet consumption occurred during the night (between 11pm and 5am). This is a dramatic shift to the regular behaviours for other months of the year.
Also, the peak hour for Internet consumption during Ramadan is from 4am to 5am. This is compared to the peak outside Ramadan of 1pm to 2pm.
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UAE Internet trends during Ramadan
For UAE there was increased activity through the night and particularly before sunrise, but not as dramatic as Saudi Arabia.
In UAE, overnight traffic sees a dramatic increase during Ramadan, with Internet traffic between 2am and 5am being twice that of other months.In the UAE, during the evening Internet traffic peaks at
In the UAE, during the evening Internet traffic peaks at 8pm, which suggest that people go online straight after Iftar.
Of content being consumed during Ramadan, there were no difference to categories outside Ramadan, nor regions that content was being consumed from.
“Ramadan is a key period for digital advertisers. These Effective Measure insights, confirms that Advertisers need to work with their agencies to review their online media strategy during Ramadan to ensure they are marketing to people at the right time, given their different internet consumption behaviour.”
How to Optimize your Online Sales during Ramadan
Another research study by Criteo, a performance marketing and advertising technology company, delved into e-commerce and m-commerce behaviour of consumers during Ramadan. Online sales during the first days of Ramadan 2014 increased by 23% and Travel increased by 42%.
Mobile plays a very special role during Ramadan, but it is also a major purchasing channel through out the year. Therefore, if you want your business to perform during Ramadan, it’s imperative to devise a mobile-centric strategy to reap the maximum benefit.