Ramadan and the muslim consumer
Ramadan is the ninth month of the Islamic lunar calendar. During Ramadan, Muslims fast by abstaining from food, water, amongst other things during the day in order to develop taqwa (consciousness of Allah).
It also commemorates the first revelation of the Quran to Prophet Muhammad (peace be upon him). Fasting is a pillar of Islam and is obligatory on all adult Muslims who are healthy enough to observe it.
Ramadan not only brings the best out of the Muslims spiritually but also turns them into super-consumers. In fact, Ramadan is the third-biggest festival in the UK after Christmas and Easter.
…during Ramadan, traffic was up by 230%. And it’s not just users who are only looking, people are buying. The data indicates that conversion is up by 30% during Ramadan. As you might expect, social media is more active as well, primarily at night. The increase peaks at 3 am when it reaches 200%. There is also evidence that customer loyalty, evidenced by repeat online visits and purchases, increases substantially during Ramadan as well.
Source: Forbes from Webpals Group
About the Survey Report
This is a two-part survey report:
The first part of the survey report is based on interviews with 14 businesses and organizations that advertise to Muslim consumers.
For the second part of the report we surveyed over 200 Muslim consumers from the US, UK, and Canada about their preferences, attitudes towards brands, and purchase behavior for Ramadan 2022.
Ramadan 2022 Survey Results - Businesses and organizations
79% of the businesses and organizations we interviewed say that they actively and specifically advertise to Muslim consumers online.
100% said that they will spend more on advertising to Muslim consumers online during Ramadan.
93% mentioned Facebook Ads as a channel they use to advertise to Muslims online.
50% of businesses and organizations say that they will increase spend on ads in Ramadan 2022 compared to Ramadan 2021. While another 50% will try out new ad platforms.
93% mention Facebook as the social media channel that has given them the most organic engagement with Muslim users.
79% of the businesses and organizations say that their organic social media campaigns during Ramadan were somewhat successful.
43% of the businesses and organizations plan to advertise more on social media during Ramadan 2022. Another 43% wants to increase reach on social media.
Businesses and organizations said the following brands do a good job engaging Muslims during Ramadan:
79% of the businesses and organizations said they are either going to or are contemplating working with Muslim Ad Network during Ramadan 2022.
Ramadan 2022 Survey Results - Muslim Consumers
58% of Muslim consumers who responded to our survey plan to start shopping for Ramadan 2022 a month ahead.
47% of respondents will buy products based on need, discount hunting, and gifts with equal importance.
42% say that the current situation with COVID-19 will lead them to spend more during Ramadan 2022.
92% of Muslim consumers who took part in the survey will actively be seeking Ramadan discounts and offers.
50% say the product category they will spend most on during Ramadan 2022 is ‘Convenience products [groceries, food items, toiletries, etc.]
66% of Muslim consumers surveyed say that they are looking forward to shopping in person (in-store) if COVID-19 restrictions are lifted.
56% mentioned that regarding purchasing products for Ramadan, they decide on the brands they will buy from beforehand.
92% of Muslim consumers mentioned that they are more likely to purchase from brands that have an understanding of their faith.
87% say that they are more likely to purchase from brands that engaged with them before Ramadan.
72% of Muslim consumers, according to our survey, are keener to buy from Muslim brands during Ramadan in order to support them.
