MENA users increase Facebook activity over Ramadan; research
Usage peaks at 3am during Ramadan amongst Facebook’s 152 million monthly active users in MENA
During Ramadan users across the Middle East and North Africa region spend an extra 57.6 million hours on Facebook.
According to Facebook IQ research, Ramadan discussions are expected to last for nine weeks on Facebook and will be split into three phases.
Phase 1 - Discovery and Inspiration:
Four weeks prior to Ramadan is all about discovery as people will spend more time on their mobile apps compared to browsers. Fashion is a particular area where planning starts earlier as 47% of people surveyed said they purchase their clothes one month before Ramadan.
Phase 2 - Mobile and Visual:
During Ramadan, people are most often to be found on their smartphone, posting and sharing images and videos. Ramadan is a mobile-first month in the UAE, especially for young people, with people sharing Ramadan experiences via mobile, images and video. Furthermore, the TV is no longer the only screen people are viewing as 71% of Facebook users in the UAE say they're on Facebook while watching TV, with that number rising to 77% for Instagram.
Phase 3 - Shopping decisions for Eid:
The final phase is all about last minute opportunities at Eid with 70% of people in the UAE say they rely on Facebook for gift ideas. Although whilst shopping continues to happen throughout the day, 3am seems to be the time where usage peaks on Facebook during Ramadan and the optimal time for advertisers to gain the consumer's attention.