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DAN Ramadan Report 2016

DAN conducted extensive research, qualitative and quantitative, with the aims of capturing and understanding the media consumption trends during the month of Ramadan. The report not only touches on the cultural evolution but also focuses on the media implications and advertising and communication.

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DAN Ramadan Report 2016

  1. 1. To understand and capture the unique behavior in the main market around the holy month of Ramadan, and the subsequent impact on media habits and consumption. The key areas of exploration include: These areas have been captured across 3 phases of Ramadan – pre, during and post o Prevailing attitudes towards Ramadan o Impact of Ramadan on lifestyle, behavior and attitudes (deep-diving) o Media Consumption, Habits and Motivation in relation to TV, Online and how this is impacted by Ramadan o Tracking use of social media (Facebook, Twitter, Instagram, Snapchat) during Ramadan, including examples and trends of content generation o Impact on Ramadan on the decision making process and path-to-purchase across various categories. Study Scope
  2. 2. Qualitative Quantitative o The audience were kept engaged using a variety of interaction points o In home interviews o Phone interviews o WhatsApp chat and groups o Additionally the audience filled a media diary that captured the audiences media intake on a day to day bases. o All engagement with the panelists across the 3 markets will be centralized to ensure consistency o Face-to-face interviews was selected as the point of contact keeping in mind the schedules and limitations during the month of Ramadan o To further evaluate a change in habits, attitudes and, hence, mindset during the month that has an impact on consumers’ attention span. While surveys using a database are still possible, random consumer surveys over phone during Ramadan is a challenge. With this in mind, we will do interviews face-to-face. o The length of interviews was maintained optimally at 15 minutes Approach Primary Research Secondary Research Desktop research and data obtained from highly credible sources and industry reports from our partners/suppliers
  3. 3. Qualitative Sample Youth (15 -18 years) Female (25-40 years) Male (25-40 years) Total M F Saudi (Riyadh & Jeddah) Emiratis (Dubai &Sharjah) Expat Arabs (Fasting) Expat Asians (Fasting) Egyptians (Cairo) 2 2 2 2 2 2 2 2 6 6 2 2 2 2 2 2 3 3 10 2 2 2 6 3 3 3 3 2 2 6 3 3 8 8 8 24 10 2 The numbers in the chart above reflect the number of respondents who we engaged with over the course of 3 months and across various mediums (such as WhatsApp, phone calls, face-to-face interactions etc…).
  4. 4. K S A UA E E g y p t S a m p l e s i z e Re s p o n d e n t s ’ p r o f i l eC e n t e r s All fasting Muslims Age group: youth (15-20 years), adult male (25- 40 years), adult female (25-40 years) Nationality: Locals in KSA and Egypt; Emiratis, Expat Arabs and Expat Asians in UAE KSA: Jeddah, Riyadh UAE: Dubai/Sharjah, Abu Dhabi Egypt: Cairo, Alexandria Quantitative Approach 450 (150) per phase 600 (200) per phase 450 (150) per phase
  5. 5. The core of Ramadan still remains to be closeness to God Forgiveness Frequent visits to mosque Spirituality Prayers Giving to others Patience Tolerance Charity
  6. 6. Dominant across all age gaps More dominant with older respondents/ Instead youth speak more about being tolerant and forgiving others More dominant amongst expats More dominant with younger respondents Dominant across all age gaps While some traditions are harder to shift… M o r e i n c l i n e d t o c h a n g e L e s s i n c l i n e d t o c h a n g e Collective TV Watching Creativity, variety, extravagance, indulgence Time with family & friends, closer bonding, reconnecting, unity Zakat, organizing iftar for the needy, handing out money, donations to domestic help or employees Taraweeh prayers, Quran reciting, forgiveness, mosque visits It is evident that traditions more dominant with older age segments that are religious in nature remain the same. There is clearly more attitudinal shifts (people, food, media) and especially in the younger age segments
  7. 7. Primarily family bonding, which is a crucial element of Ramadan With average family size shrinking, culture of family gatherings is changing… T H E N N OW Meeting with extended family was an everyday event vs. more occasional now Outside of Ramadan schedules are hectic and immediate family do their daily activities separately -> Ramadan allows them to slow down and get together
  8. 8. UNITY during Ramadan strengthens their bonding experience through: Bonding with friends/ extended family: 1. Events - Attending events during and post Iftar – especially true in Egypt (communal tents) 2. Gaming - Increased free time for the youth means increased bonding with extended family & friends over gaming 3. Shopping - This is also an occasion seen as a family outing; everyone is actively involved in the process 4. Grouped planning - Where to go, whom to meet and what to do are some of the aspects that were planned as a family Religious practices (fasting, praying, discussions) Food consumption (in home + visiting family/friends Media Consumption Shopping Eating at family gatherings an important social event during Ramadan… 51% in KSA (rise in youth might mean more time split with friends) 33% in UAE (high % of expats that might not have family in town)
  9. 9. But with that being said Ramadan is gradually evolving… 12
  10. 10. Ramadan has become less spiritual and more festive O U T W A R D D R I V E N S P I R I T U A L I T Y C E L E B R A T I O N / F E S T I V I T Y EXTRAVAGANCE SHOWING OFF I N D E P E N D E N T L I V I N G M E D I A L E A R N I N G S A B O U T R A M A D A N E X C E S S I V E F O O D C O N S U M P T I O N ( O V E R I N D U L G E N T ) G A I N I N G M O R E M A X I M I Z I N G L I F E E A T I N G O U T / C A T E R I N G / O R E R I N G I N I N W A R D S P I R I T U A L I T Y C O L L E C T I V E H O M E F O O D D E V O U T N E S S E L D E R L Y L E A R N I N G S M O D E S T Y C O N T R O L L E D F O O D C O M M U N A L L I V I N G G I V I N G M O R E 64% agreed that the spiritual meaning of Ramadan has been lost YouGov MENA research, 2014 74% s t a t e d t h a t R a m a d a n i s b e c o m i n g m o r e c o m m e r c i a l YouGov MENA research, 2014 “Higher concern amongst older generation that feel that the sentiment behind Ramadan is getting diluted. More consideration given to the celebration rather than the spirituality”
  11. 11. Although Ramadan bears the same effect across all age segments there’s still a variance in opinion between old and young… M I D D L E G E N E R A T I O N Re-strengthening my religious connection 2 5 - 4 0 Yr s Follow what they are expected to do but still feel the need: o To throw the best iftar gatherings o Create exquisite looking dishes that are easy to make o Show off variety and new dishes A D H E R E /A B I D E BY Y O U N G E R G E N E R A T I O N Opportunity to re-new myself (not always from a religious POV) 1 5 - 1 8 Yr s Not blindly following traditions o Want to follow the principles but in a more contemporary context o Want to personalize the experience and make it more relevant to them R E F O R M O L D E R G E N E R A T I O N 4 5 + Yr s Holding on to the true essence of Ramadan T R A D I T I O N A L • New start to make the right choices • More tolerant • Conscious not to repeat earlier mistakes CONSISTENCY • Think of the have-nots in order to be more generous and giving
  12. 12. Youth could be a huge driver of this change The idea of modesty doesn’t mean boring T he y outh want to have both modernity and faith – they are stay ing true to their traditional I slamic values while embracing their identity as global citizens Brands that connect, aren’t doing so through the lens of religion… the brands that are connecting are tapping into the intersections of modern and I slamic values ” The modern Muslim is a mindset. They are young, faithful, open-minded, connected, digitally savvy – that’s an important characteristic – they are confident, ambitious, imaginative and creative.” Warc – How brands can win over modern Muslims, March 2015
  13. 13. From a religious context they want to feel proud of who they are MORE ACTIVE PARTICIPATION than PASSIVE PARTICIPATION COLLECTIVE PARTICIPATION makes it easier to them to go through the religious part of Ramadan (knowledge sharing, practices) Want to RETAIN THE CELEBRATORY TONALITY associated with Ramadan & especially with friends A time to truly RECONNECT with their own family without distractions Set CHALLENGES for themselves (quit smoking, lose weight, religious practices) SOCIAL MEDIA & DIGITAL fuels their connection with Ramadan R E L I G I O U S P EO P L E P E R S O N A L M E D I A “This is the only time I feel I am living in a Islamic country… The atmosphere is ideal to connect with God” Dubai, Asian, 15 , F “We used to all eat dinner in different rooms at different times… Now we have Iftar together…” Dubai, Emirati, Local, 30, F “With Facebook now I can reach more people than I ever could before… It makes things easier for me” Jeddah, Saudi, 30, F Eating out with FRIENDS an important social event during Ramadan… 55% i n E g y p t 44%i n U A E 29%i n K S A W i t h t h a t b e i n g s a i d … • Continued need to keep the traditions of Ramadan alive • Move forward without forgoing the essentials of their religion • Satisfy the older generation in the family The younger generation are more progressive in personalizing their experience
  14. 14. Beginning & end of Ramadan usually witness the most excitement A N T I C I P A T I O N B O N D I N G T I M E ‘ R E A L F E E L O F R A M A D A N ’ T I R E S O M E E X C I T E M E N T High enthusiasm Low enthusiasm Week before Ramadan 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan 4th week of Ramadan First few days Remainder Of Week
  15. 15. Energy levels relatively higher in the morning – Better concentration and ability to complete tasks Dip in energy levels begin from 12 pm 4 pm lowest dip- Prefer low impact activities – CONSERVATION OF ENERGY Boost in energy right after Iftar - Break of fast “After-food” coma - Good time to sit back and bond over TV usually complimented with caffeine and sugar (coffee, tea, dessert) Energy levels pick up again during the night – Ideal time to go out socialize, carry out prayers T I M E I S T Y P I C A L LY R E F E R R E D T O B Y T H E P R A Y E R T I M E E S P E C I A L LY B Y A R A B S Unlike regular days a typical fasting day consists of several dips and peaks in energy levels 19
  16. 16. Day schedule fairly different between employed and unemployed Business professionals agree that productivity is lower during the month of Ramadan: -69% think that this is attributed to a majority of colleagues taking a break during the holy month -While 81% believe that this could be due to people staying up late Work begins E M P L O Y E D U N E M P L O Y E D Work Ends Most difficult – SLEEP until iftar Housewives/unemployed wake up late (higher with Saudis and Emiratis Relaxed involves catching up on TV shows & SN (gaming for kids) Homemakers cooking and preparing for iftar Staying up late was one commonality across age bands. Most youth tend to stay up late while some housewives tend to catch a nap before their suhoor meal 6:30 - Athan: Quick break of fast followed by prayers (mainly among UAE and Saudi nationals) 7pm: Elaborate Iftar 11pm-2am: Suhoor 3-4 am: Prayers then bedtime
  17. 17. In short, a typical day is packed into evening onwards Big meal – not as indulgent Prefer to do morning prayers before they sleep Commonly late at night Socializing, TV watching, going out, working out Ongoing grazing: An extended eating session Elaborate Indulgence I F TA R S U H O O R P R AY E R S L E E P Older generation admits this is not the right way of practicing Ramadan; fasting vs. non fasting time should reflect abstinence and moderation (over indulgence on food and excessive sleep defies the purpose)
  18. 18. Food plays a big role in Ramadan and is an integral part of the celebration
  19. 19. Generally iftar meal is enjoyed more at home (home cooked) vs. suhoor IFTAR SUHOOR Ready to make soup quite common in the UAE & KSA
  20. 20. Cooking at home naturally increases during Ramadan and more specifically during kick off ‘Mothers are the decision makers when it comes to meals, preparing 43% more dishes at home and spending 17% more time on mealtime preparation’ Communicate, 2015 E X C I T E M E N T High enthusiasm Low enthusiasm Week before Ramadan 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan E X C I T E M E N T High enthusiasm Low enthusiasm Week before Ramadan 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan 4th week of Ramadan T I R E S O M E A N T I C I P A T I O N B O N D I N G T I M E ‘ R E A L E E L O F R A M A D A N ’ Cooking goes hand in hand with excitement during the first week in Ramadan. There is excitement in terms of preparing food, the motivation comes from showcasing skills and satisfying family members 24
  21. 21. Naturally this excitement wanes as they grow more tired & drives them to eat out more during the later weeks of Ramadan High enthusiasm Low enthusiasm Week before Ramadan 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan 4th week of Ramadan E X C I T E M E N T A N T I C I P A T I O N B O N D I N G T I M E ‘ R E A L F E E L O F R A M A D A N ’ T I R E S O M E Exhaustion coupled with boredom tend to reduce cooking over time Eating out at least once a week
  22. 22. ‘If my friends come home and compliment me it is like everything is worth it!’ – Dubai, Emirati, 34, F ’Ramadan is about simple living and connecting with God…’ – Cairo, Egypt, 34 M o This need comes from increasing competition amongst women to host the best iftars feeding into the extravagance of the New Age of Ramadan o With that being said, they are also seeking convenience and easy recipes as they don’t want to feel burdened by the chores associated with cooking As much as respondents set out with the intention to eat better during Ramadan (for religious and health reasons) it’s not a key concern as the abstinence and deprivation from food for so long acts as a justification to over indulge. Involuntarily Ramadan has become a time for indulgence and showcasing finest cooking talent & creativity 26
  23. 23. While traditional dishes are key, consumers’ choices are expanding Creative and Exotic Frozen food, fairly easy recipes Variety and spread Vimto, soft drinks, Tang, Sunquick Baked pastries, Fatayer International cuisine Various desserts FUELED BY DIGITAL AND SM CONVENIENCE IS KEY THE NEED TO SHOWCASE BUILDING THEIR OWN HERITAGE HUNGER FILLERS NEED FOR OPTIONS CRUCIAL, CHANGED DAILY 27
  24. 24. While traditional dishes are key, consumers’ choices are expanding (continued) T R E N D S W I T H I N T H E K I T C H E N U N D E R L I N E N U A N C E S B E T W E E N E A C H M A R K E T o Tendency to be different and appealing as a means of showcasing skills o Variety and presentation are important o Fusion of cuisines widely popular o While the trend to make appealing and different dishes exists here as well, there is a trend of using different fillings in dishes o UAE Locals tend to balance traditional and contemporary foods. o Interestingly, amongst the Arabs, the UAE locals tend to have the highest degree of inclusion of different cuisines o SHOWCASING o PRESENTATION o FUSIONS OF CUISINES o TRADITIONAL DISHES o APPEALING & DIFFERENT o VARIOUS FILLINGS o SHOWCASING o BALANCE TRADITIONAL & CONTEMPORARY 28
  25. 25. Natural cheese BF cereals Desserts Jar cheese Choc Bakery Cheese slices Bakery Desserts Natural cheese Square portions Triangle portions Chocolates 10 6 3 10 Jar cheese BF cereals Bakery Desserts Triangle portions Bisc Choc Cheese slices 30 70 7 3 1 12 830 5020 40 60 Bakery, cheese, desserts & chocolate are the most frequently consumed food items for their indulgent & satiating nature Frequencyofconsumptionperweek Gum Biscuits • Cheese consumption increases during Ramadan. Different forms of cheese (jar, portions, cans) are used extensively in cooking (pasta dishes), as a filling (sambousek, pastries) and in desserts (cheese cake, kunafa) • The breakfast cereals is predominantly Quaker oats that is used for soups • Bakery items like croissants, different kinds of bread and pastry sheets are used for preparing snacks (Mouajanat) Biscuits 29
  26. 26. “Nowadays Ramadan is all about food, shopping and TV…we eagerly wait for the Ramadan TV programs” Jeddah, Saudi, 30, F ”Since Ramadan is all about connecting with people you tend to spend more time on Whatsapp, Twitter or FB” Dubai, Emirati, 18, M “Catching up on TV shows is crucial during Ramadan whether it’s online or through TV on demand” Cairo, Egypt, 40, F ”Ramadan feels like a long holiday – and just like any holiday you will naturally spend more time watching TV or surfing the web” Jeddah, Saudi, 34, M People tend to consume more media during Ramadan in comparison to other parts of the year Social media increasingly functions as the "second screen", allowing audiences to interact with the content they are consuming* *The National, 2013
  27. 27. TV viewing in Ramadan is more than just entertainment – It’s a collective bonding experience Occasional joint viewing Less focused/background noise Less socializing Less lengthier session Genre choice more individually driven Around meal plans (lunch, snacking or dinner) Time filler/killer Frequent joint viewing More focused More social and discussions on TV content Extended viewing session Collective genre choice Extended grazing session Brings people together DAY TIME VIEWING BEHAVIOR during Ramadan is similar to normal TV viewership TV viewing outside of Ramadan – entertainment/time killer TV viewing during Ramadan unifying Talk value – Look for shows that can feed this active engagement, discussion and debate
  28. 28. There’s a general tendency to watch whatever is aired by regional TV channels during Ramadan Higher filtering in KSA and with older generation “The TV industry only cares about money. If they keep making these shows, it obviously means that people are watching them when they shouldn’t be” When it comes to Ramadan shows respondents agree that lines have become blurred between what is acceptable and what is not. However, broadcasters hold the upper hand and tend to give consumers a general vibe of acceptance *Respondent from Gulf News 2014 If it’s aired on TV then it must be approved for watching
  29. 29. A common myth is that people refrain from watching shows that not inline with the spirit of Ramadan BUT in reality they watch whatever is popular irrespective of level of acceptance Similar to views towards excessive food consumption, the older generation also frown upon watching content that is not suitable for Ramadan Ramadan is known to be that time of the year to regenerate the mind & soul, and that means refraining from any ill thoughts, behavior or even viewing content that could be deemed inappropriate Although, respondents openly admit that shows have become more daring; these are unwritten guideline driven by consumers’ own conscience to do what’s right (Ramadan filtering)
  30. 30. Whether shows are controversial or not, if they’re getting enough buzz consumers will watch them Ramez wakel el gaw Selfie Ostay weRaes Oesm Khawater Tawbah Insan Gedid 2nd Rated show 1st rated show H i g h i n p o p u l a r i t y CONTROVERSIAL ACCEPTABLE Highly controversial with a lot of backlash on social media but being the second top rated show discloses it as consumers guilty pleasure Mocking Islamic State and the Sunni- Shiite divide – Lead artist received death threats from extremist groups Disclosing the struggle that drug addicts undergo in Egypt – Drove a lot of SM and blog discussions one which was labelled ‘ 5 times Hania from ‘That El Saytara’ terrified my grandmother Egypt’s political situation before the 2011 uprising New person + Khawater: Shows that are community oriented discussing how to be a better person in terms of thoughts and actions – less Consumers are always on the look out for shows that are interesting and that allow for active engagement – on the plus side controversial value also helps fuel discussion and debate. THIS IS INFACT ESSENTIAL FOR BROADCASTERS L o w i n p o p u l a r i t y Tahet el Saytara 36
  31. 31. Ramadan nicknamed as super bowl for adverts in the Middle East But does that make it the ideal time for brands to advertise on TV? ”Some companies in the region spend up to a third or more of their advertising during Ramadan” – Pan Arab Research Center ‘13 ”Leading telecom companies can spend anywhere between $40-50 million during Ramadan” – Marketing Insight 360 ‘13
  32. 32. While the super bowl is a one day event, Ramadan extends for a month – bound to have its own implications on consumers High Enthusiasm Low Enthusiasm 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan 4th week of Ramadan Peak of watching TV ads during Ramadan – heavy enjoyed & more than any other time of the year Consumers express anticipation towards new ads similar to that of new shows released during Ramadan Repetitive ads that overshadow show duration Height of frustration – consumers use digital platforms or TV on demand to avoid interruption Given the increased collective viewing, consumers tend to cope with the ads by turning away from the screen, socializing more or refilling food New creative/ different campaigns close to Eid – Primarily the series finale attracts the audience again (an evident increase in 5M buzz) Enjoyment of TV ads during Ramadan
  33. 33. Media implication: Don’t get caught in the battle of budgets High Enthusiasm Low Enthusiasm 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan 4th week of Ramadan Peak period would be the ideal time for brands to release their best creative work on TV Objective: Build awareness and brand equity Shorter spots during peak hours of watching to maintain awareness as levels without bombardin g consumer 1. TV + OLV PLANNING Objective: Incremental reach and essentially reaching consumers that are switching to digital platforms & on demand 2. Higher engagement on social media platforms : Digital campaigns To build more hype brands tend to release more creative: o Needs to be stimulating for the audience o Building on their initial excitement o Continuous storytelling o Relevant to time of month (end of Ramadan – close to Eid) Across the whole month creative and messaging should refrain from pushing promotions & offers- Promos & offers should be more dominant online in non video format Remainder of the week First few days
  34. 34. Brands need to do more with their communication than pushing promotions, offers & preaching “The way marketers have been engaging with Muslims have been pretty boring and definitely quite unimaginative” – Warc 2015 “Communications are either sales promotions or cliched preaching and bored consumers are tuning them out – esp. modern muslims” – Warc 2015 “Consumers don’t need some detergent brand telling them to be kinder and generous – that’s what Ramadan is about and they do that anyway” – Warc 2015 Vs. Increased consumption happens naturally and over promoting results to brand equity flattening and in some cases even decreasing Research shows that over the years preaching actually served to irritate more than engage – people find the messages preachy & condescending Mindsets rapidly evolving (especially with youth) and communication should do the same W h y i s o v e r p r o m o t i n g a n d p r e a c h i n g i n e f f e c t i v e ?
  35. 35. E X A M P L E F R O M C O C A C O L A R E L EA S I N G T W O C A M PA I G N S D U R I N G R A M A DA N 2 0 1 4 Vs . PROMOTIONAL AD Coca Cola’s names campaign stood out more during Ramadan 2014 which also pushed social media buzz and increased their brand equity YOUR NAME CAMPAIGN Brands need to do more with their communication than pushing promotions, offers & preaching cont’d.
  36. 36. In fact against popular belief TV is no longer the top watched medium in Ramadan Overall TV viewership maintained similar levels through Ramadan in 2013 and 2014; the small dip in TV viewing hours from 2013-2014 is due to the change in viewing hours Overall TV viewing hours from 2013-2014 Source: Think with Google, ‘3 common myths about Ramadan TV consumption’, 2015
  37. 37. Brands need to reconsider whether they need to focus on high budget campaigns during Ramadan, especially on TV CAN YOU CHALLENGE THE BRIEF? While having presence during Ramadan is bound to get any brand good exposure, it’s also important for marketers to be able to measure the long term effect. So many brands pop up during Ramadan in hopes of increasing awareness only to disappear for the remainder of the year. A d v e r t i s i n g o n T V o u t s i d e o f R a m a d a n ? P o t e n t i a l l y s a m e r e a c h w i t h a l o w e r c o s t What is their media budget and can they compete with the big players? What is the size of their business and what stage are they at? (growth maturity) What product are they selling and does it fit anywhere in Ramadan? Is it more effective for them to spend their budget outside of Ramadan? K e y p l a y e r s n o t o n l y m a n a g e d t o i n t e r r e l a t e t h e m s e l v e s w i t h i n t h e c u l t u r e o f R a m a d a n b u t h a v e a l s o m a n a g e d t o m a i n t a i n t h e i r b r a n d e q u i t y t h r o u g h o u t t h e r e m a i n d e r o f t h e y e a r
  38. 38. The major players in Ramadan have an integrated approach and has helped them become synonymous with Ramadan Communication skewed towards the culture of Ramadan vs. being more about the brand, product and its usage Rooted to Ramadan and have managed to build an emotional connect with consumers Strong Media presence Strong instore presence Integral part of Ramadan (more specifically on the Iftar table) H E N C E T H E R E I S A L O W E R R E C A L L A N D C O N N E C T W I T H B R A N D S T H A T F O C U S A L L O F T H E I R E F F O R T O N R A M A D A N G R E E T I N G S / C O N T E X T 44
  39. 39. TV OPERATES IN A CONVENTIAL WAY … BUT DIGITAL IS DISRUPTING 83% of Arab Millennials use the internet daily, 78% prefers internet to TV Communicate, 2015
  40. 40. Ramadan is facing a large demand for digital content Digital consumption increases by 3 0 - 4 0 % during Ramadan 78% of Arab millennials prefer internet to T V Website traf fic increases by 1 0 % -1 5 % Mobile occ upies more than 35% of time spent on s c reen Amongst UAE & S audi consumers total screen time comes in at 4 1 8 minutes, 7 3 % of this online Food & recipes were the most popular advertising content S earch volume for recipes by women double during the month of Ramadan InMobi Mena, 2015 Google 2014 Yahoo 2013
  41. 41. Similar to previous findings internet usage also peaks post iftar 12:00 pm (noon) 12:00 am (midnight) 9:00 pm 7:00 pm 6:00 am • 49% Access Internet • 39% Others (sleeping, praying, etc) • 18% Playing video games • 16% Watching TV • 9% Cooking & Food • 1% Going to a coffee shop • 60% Others (sleeping, praying, etc) • 36% Access internet (all devices) • 28% Playing videos games • 26% Watching TV • 21% Going to a coffee shop • 6% Cooking & Food • 74% Access Internet • 70% Cooking & Food • 38% Playing video games • 34% Watching TV • 34% Others (Sleeping, praying, etc) • 1% Going to a coffee shop • 81% Access internet • 80% Watching TV • 43% Others (sleeping, praying etc) • 39% Going to a coffee shop • 37% Playing video games • 10% Cooking & Food • 91% Access Internet • 74% Watching TV Yahoo EMEA research ‘Ramadan Consumer Research’, 2013
  42. 42. With an increased usage of Whatsapp, Facebook, Twitter & Instagram during the month of Ramadan 20 20 40 20 10 5 10040 60 80 15 100 100 20 10 5 15 20 10 5 15 Linkedin Skype Linkedin Skype Tumble Linkedin 47.6m FB posts about Ramadan and Eid in MENA 14.6m people in MENA talking about Ramadan & Eid on FB 2x more photo posts vs status updates during Ramdan Shareoffrequency(perweek) +3% +2% +2% +5% +1% +3% Facebook, 2015 Incidence (during Ramadan)
  43. 43. Socializing, preaching and spotting trends are common uses across all platforms USE BENEFIT LEVEL OF CASUALITY EXAMPLES WHO? Socializing, greetings, and exchanging recipes + where to go Personal socializing– active participation Casual Memes, greetings, group convs, sharing recipes Friends & family Preaching, participating, do’s & don'ts, brand inspired recipes, family pics Socializing but less personal – can be passive participation Less casual – larger network, tone can be more serious Preaches, brand’s posts Friends & family Trend spotting, getting ideas + social currency Both individual & expressive use Casual Recipes, lifestyle trends, own experiences Brands + friends & family Updates and media feeds Individual use Slightly serious Broadcasters & brands How-to videos, online TV viewing Individual use/ entertainment Casual Ramadan catch up show, recipes, Quran reading Broadcasters & brands USE BENEFIT LEVEL OF CASUALITY EXAMPLES WHO? 49
  44. 44. USE BENEFIT LEVEL OF CASUALITY EXAMPLES WHO? Socializing, greetings, and exchanging recipes + where to go Personal socializing– active participation Casual Memes, greetings, group convs, sharing recipes Friends & family Preaching, participating, do’s & don'ts, brand inspired recipes, family pics Socializing but less personal – can be passive participation Less casual – larger network, tone can be more serious Preaches, brand’s posts Friends & family Trend spotting, getting ideas + social currency Both individual & expressive use Casual Recipes, lifestyle trends, own experiences Brands + friends & family Updates and media feeds Individual use Slightly serious Broadcasters & brands How-to videos, online TV viewing Individual use/ entertainment Casual Ramadan catch up show, recipes, Quran reading Broadcasters & brands USE BENEFIT EXAMPLES WHO? SOCIAL HUB: SUBSTITUTE WHEN NOT MEETING PEOPLE GET NEWS, INSPIRATION & EXPRESS VIEWS FOLLOW TRENDS & SHOWCASE (SOCIAL CURRENCY) NEWS AND INFO CATCH UP ON SHOWS, ENTERTAINMENT Socializing, preaching and spotting trends are common uses across all platforms cont’d. LEVEL OF CASUALITY 50
  45. 45. Ideally Whatsapp facilitates all of consumers’ needs under one platform making it the most popular o Socializing and keeping close to family and friends o Personal planner (coordinate and make plans) o Support system (videos, advice, recipes) o A form of expression (hunger, anger, devotion FACEBOOK STILL POPULAR BUT SHOWS SOME LIMITATIONS DUE TO IT BEING LESS PERSONAL o Abstinence from posting about the season in a manner that would reflect badly on themselves or their family o Make others aware of their dedication towards Ramadan 51
  46. 46. Examples of Whatsapp and Facebook use Messages pertaining to seasonal greetings spread fast • Interestingly, these were made comic to as to not offend anyone sensibilities • These were shared only within a closed group 52
  47. 47. The Online Project, 2013 Research also reveals differences in peak hours for Facebook in each region Interestingly, FB usage in Egypt peak at 2pm during Ramadan – several reasons could be driving this peak: • What used to be their lunch break is now spare time to connect on Facebook • Working hours could be ending later in Egypt vs. other markets. 53
  48. 48. Usage of Facebook and Twitter fairly similar in UAE & Egypt with an evident variance in KSA • KSA experience an even higher peak before Suhoor. This comes as they tend to have a distinguished behaviour and prefer staying awake through the night • This time is generally personal and may happen simultaneously while watching TV or movies The Online Project, 2013 54
  49. 49. Entertainment content is favored by both genders Fashion & beauty Food/cooking Home/decorating Family/parenting Entertainment 39% 62% 28% 27% 42% Others (auto, travel, politics, …) Entertainment Sports / Soccer News 41% 54% 28% 65% Female Related Content Male Related Content Favored online content during Ramadan Research unveils females’ interest towards matters more relevant to their household (parenting, home decorating) and personal appearance (fashion & beauty) whereas males uncover an interest towards watching video content online Female Related Content Male Related Content *Yahoo, 2013 increases by 38% among mothers increases by 33% in age group 15-34 increases by 26% among housewives
  50. 50. Interestingly viewership of YouTube content compliments consumer’s lifestyle changes throughout the month of Ramadan Pre Ramadan Ramadan Similar to previous findings cooking at home generally increases during the beginning of Ramadan which drives viewership of cooking & recipes channels online With an increase in grouped TV watching at the beginning of Ramadan it’s natural to see a peak in TV & comedy viewership on YT towards the end of Ramadan Viewership of religious content online increase across the month with the highest peak during the beginning of Ramadan (height in spirituality) Consistent viewership of gaming content online with a slight peak towards the mid of Ramadan As consumers grow more familiar with automotive deals, showroom visits might increase towards the last two weeks of Ramadan driving viewership online MENA YouTube viewership –Ramadan 2015 56
  51. 51. Purchase behavior closely linked to Ramadan’s rooted traditions M o r e i n c l i n e d t o c h a n g e L e s s i n c l i n e d t o c h a n g e Many households spend more on charity & providing food during iftar than any normal days Significant amount of money goes to household utility bills, 20% 71% of consumers find themselves spending more on food & groceries as well as on clothing
  52. 52. Purchase behavior closely linked to Ramadan’s rooted traditions cont’d. Many reasons account to this change: • Spending high on food and groceries as people spend most of their time at home • Prepare and consume a large variety & quantity of food during iftar • Distribute food among their families, friends as well as the needy • Purchase specific types of food not normally purchased outside of Ramadan • People get carried away by the sales and promotion packs Interestingly charity is being driven more through mobile technology during Ramadan with over $1.5 million donated in 2014 in Egypt NUMBER OF MOBILE DONATION USERS Digital Strategy Consulting, 2014
  53. 53. 60% of MENA residents spend more money during the fasting season compared to other months of the year “82% of MENA consumers say their consumption & purchase of goods and services increases during the holy month, and Google searches for deals and promotions shoot up” “ Young millennials are highly influential, 74% say they make their own purchasing decisions and influence decisions for others” Searches for ‘promotions’, ‘offers’ and ‘discounts’ in GCC - 2015 RAMADAN Google, 2015 Communicate, 2015 YouGov, 2015
  54. 54. Ramadan has a direct impact on shopping behavior across categories making it the prime buying season SHOPPING IS MORE COLLECTIVE BUT FINAL DECISIONS MORE DRIVEN BY PARENTS OR KEY DECISION MAKER PRE RAMADAN Stocking up & beating the crowd DURING RAMADAN Topping up & impulsive shopping (deals &promotions) END OF RAMADAN Eid shopping Shopping during Ramadan includes : Home related products (including decorations, furniture & kitchen appliances) groceries, clothes & accessories, electronics as well as gifts.
  55. 55. F&B – Percentage of people agree spending increase 10-20% PERSONAL CARE – Percentage of people agree spending increase 10-20% HOME CARE – Percentage of people agree spending increase 10-20% NO CHANGE 5 4 With the natural change in food consumption the F&B category sees a universal increase in consumption across all markets KSA more inclined to work on beautifying their home - KSA have larger families tend to spend more time at home and host a lot With a variance between markets except for the F&B category which naturally rises during Ramadan 5 7 5 3 4 7 8 2 3 3 Markets like KSA & UAE pay closer attention to their appearance during Ramadan UAE shows the highest increase in spends and could be due to the fact that they are more inclined to eat out in restaurants which naturally results in higher expenses
  56. 56. Consumers across the region intend on purchasing electronic gadgets & household appliances during Ramadan 32 32 19 7 7 5 5 4 3 1 Tablet Smartphone Microwave Laptop Mobile phone Smart TV Air conditionerWashing machineGaming console Refrigerator 47 19 18 13 7 5 5 4 4 3 Smartphone Tablet Laptop Smart TV Refrigerator Gaming console Microwave Flat Panel TV Washing machine Vacuum cleaner 23 17 13 8 8 7 6 3 2 2 Air conditioner Tablet Smart TV Smartphone Gaming console Laptop Microwave Desktop computer Flat Panel TV Mobile phone Device intended to purchase during Ramadan (%) Tablet Smartphone Microwave Laptop Mobile phone Smart TV Air conditioner Washing machine Gaming console Refrigerator
  57. 57. Purchase behavior reveals a preference to electronics as well as gaming consoles 28 28 25 21 17 16 11 9 5 5 5 5 2 Mobile phone Smart TV Tablet Gaming console Smartphone A Flat Panel TV Washing machine Microwave Desktop computer Refrigerator Air conditioner Vacuum cleaner Laptop 30 22 15 11 9 8 4 2 Smartphone Tablet Laptop Smart TV Mobile phone Gaming console Refrigerator Flat Panel TV 25 16 7 3 2 2 2 Laptop Tablet Gaming console Air conditioner Mobile phone Microwave Desktop computer Device purchased during Ramadan (%) Impacts of deals can drive consumers to favor wants over needs – gadgets are more image driven than home appliances
  58. 58. It comes as no surprise that consumers across all markets are actively seeking discounted prices during the month of Ramadan During Ramadan During Ramadan Preference with regards to deals & offer on technological devices Preference with regards to deals & offers on F&B, personal & home care items
  59. 59. Promotions on the automotive industry has a direct impact on consumers’ purchase journey W h i l e UA E r e s i d e n t s t e n d t o p r e fe r i m m e d i a t e d i s c o u n t s , K S A r e s i d e n t s a r e d r i v e n m o r e b y f r e e s e r v i c i n g • F r e e s e r v i c i n g m i g h t b e m o r e s o u g h t a f t e r i n K S A d u e t o h e a v i e r w e a r a n d t e a r o f a u t o m o b i l e s * Consumers path to purchase tends to increase as a result of the massive amount of promotions overtaking showrooms during Ramadan Preference with regards to deal & offers on cars * DAN automobile research, 2014
  60. 60. Digital also plays a big role in consumers’ car purchase decision Toyota Corolla Toyota Prado Toyota RAV4 Hyundai Santa Fe Honda Accord Nissan Patrol Toyota Land Cruiser Hyundai Elantra Ford Explorer Nissan Altima Top ten most research cars for Ramadan 2014 93% of KSA & UAE consumers use their smartphones to supplement the physical car buying experience in the dealership 72% use search engines 71% watch videos 75% of video viewers use Youtube The most popular time for searching in the UAE is 13:00 In KSA & UAE about 95% of auto buyers use online resources to research cars – 2/3 of that time is spent on smartphones and other mobile devices In KSA the number of buyers who watch auto videos when buying a care has grown 51% since 2012 While TV, Outdoor and print dominate automotive Ramadan spends, it’s also important to consider consumers’ dependency on digital platforms when it comes to deciding on a car purchase Drive Arabia Top ten cars being researched across the GCC
  61. 61. What impact does Ramadan have on E-commerce?
  62. 62. There’s been an evident increase in online spends due to the rise of digital & mobile use S tudying digital consumer patterns last Ramadan, Criteo reported a 2 3 % rise in retail sales and 4 2 % increase in online travel transactions for the most important month in the Muslim calendar O verall, the Ramadan month is a high season for online sales. Last y ear, they shot up 2 8 % on average across all verticals in the United Arab Emirates C onsumers favor shopping online vs. malls as they are more inclined to spend time at home with the family during Ramadan 7 0 % of e - commerce purchases are settled with cash on deliver y C onsumers openly ex press the dif ficulty of shopping in malls during Ramadan – tiresome during day time fasting +after I ftar social obligations Financial Times, 2015 Warc,2015 Criteo,2015
  63. 63. Consumers’ online engagement increases during Ramadan towards technology, travel, auto, financial & gov. services Prefer Online engagement during Ramadan % Prefer Online engagement during Ramadan % Prefer Online engagement during Ramadan % 70
  64. 64. Peaks in online spends are usually towards the 3rd & 4th week of Ramadan and tend to happen after Iftar Mobile purchases are up by 29% towards the end of the month as consumers shift from laptops to phones Interestingly first peak also coincides with period of Ramadan where consumers feel bored the most FIRST PEAK PERIOD FOR ONLINE SHOPPING Desktops more often used for online shopping SECOND PEAK PERIOD FOR ONLINE SHOPPING Mobiles more often used as people are away from home visiting family Criteo, 2015 Energy levels relatively higher in the morning – Better concentration and ability to complete tasks Dip in energy levels begin from 12 pm 4pm lowest dip – Prefer low impact activities i.e. catch up on TV shows Boost in energy right after Iftar – Break of fast usually complicated with caffeine and sugar (coffee, tea, dessert ”After-food” coma – Good time to sit back and bond over TV Energy levels pick up again during the night – Ideal time to go out socialize, carry out prayers There’s also an uplift in online shopping towards the end of the fasting period as Eid draws in (gifts) 71
  65. 65. Peaks in online spends are usually towards the 3rd & 4th week of Ramadan and tend to happen after Iftar cont’d. Google data shows a peak in search interest for perfumes and celebratory clothes towards Eid Al-fitr “For me and others” – Eid gifts + personal shopping “For me” – taking advantage of promos (travel, tech, fashion, auto research) “Not for me” – Ramadan prepping Online retailers see a 35 per cent jump in orders between iftar and suhoor Clothing & accessories brand see a rise in orders through the night as locals become more nocturnal 72
  66. 66. RAMADAN: Primarily something to take along when they visit other people EID: Gifting generally more personal and of higher monetary value Gifting happens across two main occasions, Ramadan & Eid Perfume Chocolates Other foods (dates, savoury, cookies) Sweet Electronic gadgets 3 4 % 2 6 % 2 6 % 2 8 % 2 0 % 5 3 % 9 % 4 3 % 3 2 % 1 3 % 4 0 % 2 2 % 2 9 % 2 5 % REGION SPECIFIC COMMON ACROSS MARKETS • Food but most importantly indulgent food choices dominate gifting occasions • Favourability towards perfume – easy gifting choice and universally liked • KSA consumers are more inclined to gift decorative items, electronic gadgets & appliances as well as home ware • UAE inclined to gift cash amount • KSA respondent more willing to spend higher which explains their choice of gifts • 65% of KSA respondents are willing to spend anywhere between AED 750 – 1500 on gifting • 36% of UAE respondents are willing to spend anywhere between AED 500 – 1000 on gifting 2 4 % 1 9 % Decorative Items Electric (like TV, Microwaves) Home ware (such as cooking pans) 1 8 % Cash (younger are gifted ‘Eidiah’-festival money- from the older during Eid)
  67. 67. Wego, 2015 General Directorate of Residency and Foreign Affairs, 2015 Research reveals that Middle Eastern travelers tend to make more quick decisions during Ramadan & Eid Cairo Istanbul Jakarta Jeddah Dubai Kuala Lumpur Riyadh Alexandria Bangkok Top 10 Travel Destinations in 2015 & 2014 Consumers are taking advantage of the availability of low cost carriers which are increasing more opportunities to travel Research had noted an increase in more frequent, shorter stays Travel searches jumped significantly for the period leading up to Ramadan Almost 700,000 people traveled to and from the UAE through its land, sea and air ports during Eid Al Fitr holidays A big percentage of travel bookings in MENA begin from a mobile device MENA Travel trends in Ramadan and Eid El fitr 2015 Amman Cairo Istanbul Jakarta Jeddah Dubai Kuala Lumpur Riyadh Alexandria Khartoum Amman 76
  68. 68. Media Implications (Attitudes towards Ramadan) • Youth being a huge driver for change underlines the growing influence they have on the traditions of Ramadan that are not tied to religion (food & media related). Marketers need to be more responsive to this change- o With that being said, brands that are closely targeting youth need to reassess their communication strategy during Ramadan. How are you communicating to your Modern Muslims? Do you need to have a strong TV presence in Ramadan? What type of content is your target engaged with online? When? How can you keep them engaged and be part of this progressive change? o While Ramadan is progressively changing it’s still important to understand the older age segments attachment to the heritage of “Old Ramadan” – can brands leverage this by maintaining the traditional tonality with the older age segment? • Family bonding heightens during Ramadan - brands/product lines that are more closely targeting families can leverage this by being part of their occasions o Ramadan could be an ideal time to push communication as your whole audience is in one room. For example, an ad of a family car or a travel ad could fuel discussion and potentially increase consideration. o Moment targeting: With the rise of multi-screening Wifi/IP targeting could be a great way to capture everyone in the house. Moment targeting can trigger ads based on shows and ads displayed on TV as well users’ demographics
  69. 69. Media Implications (Lifestyle) • Excitement levels during Ramadan go through ups and downs and brands need to be more proactive during periods of low excitement o Brands need to be able to sustain momentum during the month of Ramadan and drive excitement during lull weeks (2nd & 3rd week). For instance, how can an FMCG brand sustain excitement further than the first week of Ramadan? (A cooking product could drive excitement by rolling out a social media campaign/competition to encourage housewives to continue cooking (can a brand invent a new Ramadan dish and drive demand for their product?) o Storytelling approach on digital to maintain excitement with a longer form on desktop and shorter form on mobile (video & posts) o Changing creatives on TVC & digital (more specifically sequential creative targeting on digital platforms) • Similar to excitement levels consumers also witness dips and peaks in energy levels and could be a great opportunity for day time targeting o For instance caffeine based products might find the perfect opportunity to speak to their consumers at the lowest dip of their day (4pm) or during their “after food coma” (8pm) to secure TOM consideration o Day time targeting for housewives that are looking for recipe inspirations (during peaks hours of their day) • Ramadan is primarily about collective experiences but there’s also a small time bracket to speak to consumers alone o Staying up late is quite predominant during Ramadan and brands that do not fall under the collective experience can use this as an ideal time to speak to their consumers alone (i.e. e-commerce platforms: gifts & personal shopping especially for clothing and beauty brands)
  70. 70. Media Implications (Lifestyle) 2 • While traditional dishes are still at the core of their meal consumption, consumers’ iftar options are expanding and are entailing more creativity & fusion o This could be a great opportunity for FMCG brands that want to fuel creativity and inspire their consumers - New Ramadan dishes (for example can a brand create a new Ramadan dish and drive demand for their product?) - Sharing recipes through a Whatsapp link o Most consumed food items in Ramadan are quite indulgent in nature but are also used extensively for cooking and food preparations. Brands need to pay closer attention as to how their products are used and mirror that in their creatives (complimented with cooking preparations vs. advertised alone) • UAE & KSA more skewed towards hosting extravagant iftars whereas Egypt tends to be less extravagant and more simple o Differences between markets could uncover an opportunity for brands to tailor their creative for each market (extravagant vs. simple/traditional)
  71. 71. Media Implications (Media consumption) • TV viewership is a collective bonding experience and brands need to own their spot in the living room o Talk value is crucial and brands need to be able to fuel these discussions and heighten engagement with their consumers • Youth tend to spend more time alone outside of Ramadan & are now obligated to stay with their family, might grow frustrated over the course of Ramadan? o Engaging youngsters through digital platforms is important – although they are spending time with their family they are still multi screening. Research also unveils that they are already engaged with their platforms during those peak hours (7-10pm), brands need to explore how to keep them engaged during those lull moments? • Associations consumers might have between controversial shows and advertisements shown within the same space o Brands need to explore the potential impact that TV content might have on their brand image – does it inflict any negative perceptions? Also keeping in mind the high frequency of ads which tend to frustrate consumers. Can specific brands afford to be present within that space especially from an image perspective (i.e. a luxury brand)? Should they switch to digital platforms instead? • Brand that have become synonymous with Ramadan o Ramadan is a peak purchasing period but does your brand need to heavily advertise during Ramadan? Brands that have become synonymous with Ramadan also manage to find a way to integrate themselves within the culture Ramadan. There’s either a growing need for them during that time of the year or the potential to create a need. If brands can create a need they need to assess whether they have enough budget to roll out an integrated campaign – with todays modern consumers TV alone will not suffice
  72. 72. Media Implications (Media consumption) • Promotional ad campaigns are gradually losing impact on consumers o Promotions are still crucial during Ramadan but when it comes to TV advertisements consumers are more engaged with brands that are taking a more storytelling approach. There’s still room for brands to push promotions – which could come in during low periods of excitement but in general brand equity building campaigns should always dominate during Ramadan • Due to its more personal use Whatsapp is the most favored social media platform during Ramadan, how can brands leverage this? o Interesting to see a difference in how consumers engage with digital platforms (i.e Facebook’s larger audience means consumers have to be more cautious & less expressive). Ramadan is naturally a time that calls for more patience which translates into a lot of bottling up – can brands create private spaces for consumers to express themselves freely (within certain constraints)? • There’s a clear difference in favored content online which also changes over the course of Ramadan o Females are more captivated by beauty, family/home related content while males are more captivated by entertainment, sports & news. As well search trends change over the course of the month, brands can plan their campaigns according to consumers’ lifestyle needs & interests during specific times of the month
  73. 73. Shopping, brands and communications • Charitable donations are more sought after during Ramadan o Charitable institutes dominate the screen during Ramadan and are even providing digital solutions for donations, brands can also create a system for consumers to donate money (vs. brands donating the money themselves) • Impact of automotive promotions on consumers’ purchase journey lengthens consideration time o Consumers are spending more time researching online which underlines the importance of digital platforms– automotive brands need to be more proactive online during consumers consideration stage, how can they drive conversions during consumers’ research stage? • Consumers online shopping behavior changes throughout the course of the month as well as their day o Day time targeting for online shopping should happen post iftar o Brands present on e-commerce platforms should factor in the shift from desktops to mobile towards the end of Ramadan (holidays) o The month of Ramadan goes through it’s own periodic phases – and that also influences the type of purchases consumers make, brands need to factor in consumers’ needs during each phase (for me vs. for others) (food vs. clothing vs. gifts)
  74. 74. 84
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DAN conducted extensive research, qualitative and quantitative, with the aims of capturing and understanding the media consumption trends during the month of Ramadan. The report not only touches on the cultural evolution but also focuses on the media implications and advertising and communication.

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