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Mobile Behavior in MENA, KSA, and Egypt During Ramadan 2021

Posted Mar 23, 2021

As we all know, while we are greeting the month of Ramadan in 2021, it has become very difficult to share this joyful time with our loved ones on these pandemic days. To receive the most beautiful gifts and to cook the most delicious meals during the month of Ramadan, the usage of digital platforms increases accordingly.

While all mobile users want to share the joy of Ramadan with their family, friends, and their loved ones to experience this spiritual pleasure, there are some key questions for brands and advertisers! What should advertisers and brands pay attention to? What will consumers’ shopping preferences be? Which devices or digital platforms will be preferred by users during Ramadan?

AdColony distributed the Ramadan Survey in the MENA (the Middle East, and North Africa) region, Saudi Arabia, and Egypt to analyze consumers’ preferences of digital platforms and shopping behaviors during the month of Ramadan. Respondents’ ages ranged from 16 to 75 and were typically aged 25 to 34 in MENA and KSA, and 35-44 in Egypt. 

Click on the thumbnails to download the full infographics!

AdColony also created a playbook on Winning Ramadan and Eid in 2021. The presentation provides data on consumers during Ramadan, who are these audiences, and which industries would be more active during this season.

Ramadan Research MENA 2021

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Let’s dive into highlights of consumers’ mobile behaviors this Ramadan in the MENA region:

Mobile devices remained their dominancy on Ramadan. 45% of the respondents state that they will use their smartphones more than usual during Ramadan and 67% of them will use their mobile devices mostly during the day.

Shopping willingness embracing Ramadan. 74% of the respondents state that they are considering shopping for the month of Ramadan or Eid al-Fitr, and 57% of the respondents plan to buy gifts for their loved ones. On the other hand, 59% of respondents describe themselves as gifters or shoppers during Ramadan.

Smartphone dominancy on shopping preferences. 75% of the respondents state that their first choice will be their smartphones when shopping online during Ramadan.

Playing mobile games is the top activity. 68% of the respondents state that they will prefer to play mobile games on their mobile devices. Thus, 43% of the respondents state that they play more mobile games during Ramadan than ever before.

People love to take care of themselves during Ramadan. 67% of the respondents state that their cosmetic expense is increasing during Ramadan, while their top cosmetic purchases are perfumes & fragrances with 62%, hair care with 43%, and makeup & cosmetics with 31%.

Pricing is the top priority. 63% of respondents state that pricing and discounts are the most important factors while shopping for Ramadan.

Mobile ads lead them to shop. 58% of the respondents state that they previously made Ramadan shopping with their smartphones directly from a mobile ad and 66% of them state that If the product were relevant for them, they would consider purchasing a product or service on their mobile device directly from an advertisement.

Ramadan Research Saudi Arabia 2021

Let’s dive into highlights of consumer mobile behavior this Ramadan in the KSA:

Mobile devices are a top priority in Ramadan. 43% of the respondents state that they will use their smartphones more than usual during Ramadan and 53% of them will use their mobile devices most of the time after Iftar.

Shopping intent increases during Ramadan. 73% of the respondents state that they are considering shopping for the month of Ramadan or Eid al-Fitr and 54% of the respondents plan to buy gifts for their loved ones.

Smartphones maintain leading the shopping preferences. 83% of the respondents state that they will prefer smartphones to shop online during Ramadan.

Mobile gaming is drawing attention between mobile activities. 59% of the respondents state that they will prefer to play mobile games on their mobile devices while 52% of them state that they play more mobile games during Ramadan than ever before.

People love to be well-groomed during Ramadan. 72% of the respondents state that their cosmetic expense is increasing during Ramadan, while their top purchase cosmetic categories are perfumes & fragrances with 54% rate, hair care with 43%, and makeup & cosmetics with 24%.

Pricing and product quality are the top priorities. 56% of respondents state that pricing or discounts and product quality are the most important factors while shopping for Ramadan.

Mobile ads lead online shopping during Ramadan. 52% of the respondents state that they made Ramadan shopping with their smartphones directly from a mobile ad before and 62% of them state that they would consider purchasing a product or service on their mobile device directly from an advertisement if the product were relevant to them.

Ramadan Research Egypt 2021

Let’s dive into highlights of consumer mobile behavior this Ramadan in Egypt:

Preferences are always by mobile devices’ side. 52% of the respondents state that they will use their smartphones more than usual during Ramadan and 55% of them will use their mobile devices most of the time after Iftar.

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Purchase intent increases during Ramadan. 83% of the respondents state that they will do the shopping for the month of Ramadan or Eid al-Fitr and 42% of respondents describe themselves as gifters or shoppers during Ramadan. On the other hand, 61% of the respondents plan to buy gifts for their loved ones.

Smartphones are essential for online shopping. 90% of the respondents state that they will prefer smartphones to shop online during Ramadan.

Mobile gaming is the top preferred mobile activity. 73% of the respondents state that they will play mobile games on their mobile devices while 42% of them state that they play more mobile games during Ramadan than ever before.

People love to be well-groomed during Ramadan. 72% of the respondents state that their cosmetic expense is increasing during Ramadan, their top purchase cosmetic categories are perfumes & fragrances with a 54% rate, hair care with a 43% rate, and makeup & cosmetics with a 24% rate.

Self-care purchases are highlighted during Ramadan. 62% of the respondents state that their cosmetic expense is increasing during Ramadan, while their top purchase cosmetic categories are hair care perfumes and fragrances with a 50% rate, and lip care with a 25% rate.

Pricing or discounts are the most important reasons. 64% of respondents state that pricing or discounts and product quality are the most important factors while shopping for Ramadan.

Mobile ads increase purchase intent during Ramadan. 62% of the respondents state that they made Ramadan shopping with their smartphones directly from a mobile ad before and 68% of them state that they would consider purchasing a product or service on their mobile device directly from an advertisement If the product were relevant.

About the Study
AdColony distributed the Ramadan Survey in the MENA (the Middle East, and North Africa) region, Saudi Arabia, and Egypt to analyze consumers’ preferences of digital platforms and shopping behaviors during the month of Ramadan. Respondents’ ages ranged from 16 to 75 and were typically aged 25 to 34 in MENA and KSA, and 35-44 in Egypt. 

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