Exponential Interactive, a global provider of digital advertising solutions conducted an analysis of the anonymous online behavior of people residing and working in the Middle East and North Africa (MENA) region, researching the Ramadan audience to compare the strongest – or most ‘over-indexing’ – interests across topics, including shopping, travel, food, charity and religion.
Religion & Charity
Data from the research supports the key themes of Ramadan, of family, religion and charity, with consumers being 103 times more likely to research society and culture content related to religion and spirituality.
Travel
When it comes to travel, the Ramadan audience is an overwhelming 674 percent more likely to be interested in travelling from the Middle East to Hyderabad, India, than the average person online. Travel resources and guides are also 57 percent more popular during the Ramadan period as people plan trips to see family and friends.
Food
Exponential’s research support’s Google’s data which shows spikes in searches for recipes and cooking during Ramadan. The Ramadan audience is 40 percent more likely to research recipes and cooking, with the most popular recipe topics include breakfast (47 percent), chicken (35 percent), seafood (30 percent) and desserts/sweets (29 percent).
Shopping
The Ramadan audience is 144 percent more likely to be interested in homewares than the internet average, also supporting the focus on cooking and entertaining during this period, while home and garden and home improvements were also 18 percent more likely to be researched.
Fashion
Fashion becomes even more popular during the Ramadan period with the focus on socializing with family and friends. The Ramadan audience were 11 percent more likely to research fashion.
Eid gift giving
As Ramadan comes to a close and we approach Eid, data shows that the online shopping focus shifts from home improvement towards gift giving. Jewellery and watches prove the most popular gift choices around Eid with consumers 29 percent more likely to be researching these.
Overall, online shopping shows a sharp rise during the Ramadan.
“The research reinforces what we already know about the Holy Month, with online behaviors during Ramadan reflecting those offline,” commented Amer Attyeh, Exponential’s Regional Business Head, MENA.
“From a business perspective, this research can help companies to be more effective online, targeting activity and advertising where it will have the most impact during this time. Mobile and video creative executions are particularly impactful during this period of increased travel, family interaction and content sharing. Travel, retail (particularly fashion, homewares and consumer electronics) and consumer packaged goods such as food and drinks would be prime areas of focus for campaigns during this month, with a general theme of discounts and promotions resonating particularly well with the Ramadan audience,” he added.
