Sixty-seven percent of Egyptians are using mobile phones in purchasing during the holy month of Ramadan, according to a recent AdColony survey.
To better understand mobile behaviour, AdColony surveyed people throughout the Middle East and North Africa about mobile usage during the Ramadan season.
Ramadan is one of the most important seasons for Muslims. During this time, observers spend the month focusing on prayer, reflection, and community. This year, Ramadan has begun on April 23 and will end on Saturday, May 23.
AdColony’s Ramadan survey was distributed to residents in multiple Middle Eastern countries including Egypt to get more insights about people’s daily preferences during this time. Respondents’ ages ranged from 18 to 75 and were typically aged 25 to 44, the U.S. mobile marketing firm said in its statement.
The survey asked about mobile games, shopping preferences, and smartphone usage.
“The increase in mobile usage continues to be a growing trend for consumers in the MENA region during Ramadan where time spent online and consumer spending is higher than any other period in the year. Thus, requiring businesses to change their approach during this important period with a stronger mobile advertising strategy.” Warrick Billingham, vice president of Sales EMEA and LATAM said.
In Egypt, AdColony’s survey showed that mobile games are still popular during Ramadan, saying that 47 percent of respondents use their smartphones while 36 percent of respondents say they will spend more time playing mobile games during Ramadan.
67 percent of respondents said in the survey that they would purchase something on their mobile device directly from an ad if the product was relevant to them and 53 percent have purchased something on their mobile device directly from an advertisement.
The survey further said that 76 percent of Ramadan shoppers mostly use their smartphones for online shopping and 49 percent of Ramadan shoppers prefer to buy in-app.
Mobile devices do not prevent Egyptians from fasting, AdColony said, as 51 percent of respondents said they use their mobile devices during the day compared to after iftar of 36 percent and during sahur of 13 percent.
Below is AdColony’s infographic showing mobile behaviour in Egypt during Ramadan:
