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Mobile Behavior in MENA and Egypt During Ramadan

Posted Mar 30, 2020

One of the most important seasons for Muslims, Ramadan is right around the corner. During this time, observers spend the month focusing on prayer, reflection, and community. This year, Ramadan will begin on the evening of Thursday, April 23 and will end on the evening of Saturday, May 23. After Ramadan comes to an end, Muslims observe Eid al-Fitr until the evening of Sunday, May 24. This celebration is marked with lights, decorations, gifts, and celebrations. As people get ready for Ramadan, it’s helpful to see what type of role mobile devices have in this preparation.

To better understand mobile behavior, AdColony surveyed people throughout the Middle East and North Africa about mobile usage during the Ramadan season. The Ramadan Survey was distributed to residents in multiple countries including Egypt to get more insights about people’s daily preferences during this time. Respondents’ ages ranged from 18 to 75 and were typically aged 25 to 44.

Check out survey highlights from the MENA region and Egypt and be sure to download the infographics!

Survey Highlights – MENA

  • More time on smartphones  62% of respondents say they will spend more time on their smartphones during Ramadan.
  • Mobile games are popular in every season 56% of respondents say they will spend more time playing mobile games during Ramadan.
  • Power of an advertisement – More than half of the respondents (60%) have purchased something on their mobile device directly from an advertisement and 77% said they would purchase something on their mobile device directly from an ad if the product was relevant to them.
  • Mobile devices don’t prevent them from fasting – 63% of respondents use their mobile devices during the day compared to after iftar (27%) and during sahoor (10%).
  • In-app and online shopping on top – 82% of Ramadan shoppers mostly use their smartphones for online shopping and 51% of Ramadan shoppers prefer to buy in-app.
  • Clothes and groceries are the most purchased products – Clothes, groceries, and confectionery products are the items most Ramadan shoppers are planning to purchase.

Survey Highlights – Egypt

  • Mobile games are still popular during Ramadan   47% of respondents use their smartphones while 36% of respondents say they will spend more time playing mobile games during Ramadan.
  • Relevancy is the key – 67% said they would purchase something on their mobile device directly from an ad if the product was relevant to them and  53% have purchased something on their mobile device directly from an advertisement.
  • Most preferred is in-app – 76% of Ramadan shoppers mostly use their smartphones for online shopping and 49% of Ramadan shoppers prefer to buy in-app.
  • Mobile devices don’t prevent them from fasting – 51% of respondents use their mobile devices during the day compared to after iftar (36%) and during sahur (13%).

Click on the infographic for the full image!

About the Study
Ramadan Survey asked people across the MENA region a series of questions about their behavior and preferences during Ramadan season. The survey asked about mobile games, shopping preferences, and smartphone usage. Respondents’ ages ranged from 18 to 75 and were typically aged 25 to 44.

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