Meta, a global tech company, has released its annual global consumer research on Ramadan and Eid, conducted in partnership with YouGov, a global public opinion and data company.
The study titled “Ramadan and Eid Study” aimed to understand the behaviour of people who observe Ramadan and shop for this season in twelve countries, including Nigeria, during Ramadan in 2022.
The results of the study indicate that the e-commerce industry is significantly driving Nigeria’s digital economy. During the week after Eid, the average number of Reels created per day in Nigeria increased by +4% compared to the week prior to Eid. This shows how Ramadan brings about transformation in people, renewing their sense of purpose.
The research also highlights that Ramadan and Eid content on Facebook or Instagram make 77% of shoppers or observers in Nigeria feel more connected to a brand.
Personalized shopping experiences and ease of shopping are also crucial during Ramadan. The study shows that 84% of shoppers or observers in Nigeria agree that personalized product and gift suggestions make it easier to complete their Ramadan shopping.
Furthermore, 88% of shoppers or observers in Nigeria feel more connected to a brand through instant messaging during Ramadan and Eid.
The research also shows that 78% of shoppers or observers in Nigeria report spending more time watching videos online during Ramadan and Eid.
Ramadan is an excellent opportunity for businesses to build trust among shoppers, with 81% of shoppers or observers in Nigeria being more likely to trust a brand that partners with a trustworthy creator. Charitable donations are also one of the top five actions taken after viewing creator content during Ramadan.
The use of augmented reality (AR) has an impact on purchasing decisions, with 91% of shoppers or observers in Nigeria who have used or are open to AR agreeing that these interactive and empowering experiences have an impact on their purchasing decisions.
Enitan Denloye, the Regional Director for Sub-Saharan Africa at Meta, said: “The 2023 Ramadan season is an opportunity for businesses to meaningfully connect with shoppers and observers and unlock new opportunities for discovery. By understanding the behaviours and attitudes of shoppers, which is made available from this study, businesses can leverage the shift in mindsets and effectively reach their vast and diverse communities.”
In addition, businesses in Nigeria can leverage Meta’s local presence through Ad Dynamo, Meta’s Authorized Sales Partner, to provide tailored marketing solutions for brands and help them build strong connections with existing customers while acquiring new ones.
The study highlights the opportunities that come with the #MonthOfGood season, indicating how businesses in Nigeria can connect with the diverse community of shoppers and observers during Ramadan.
