E-commerce purchases at night to surge during Ramadan

Increases in Ramadan Facebook usage give brands an additional 57.6 million hours to capture the attention of consumers
Facebook statistics also show that there is a 35.8 percent increase in e-commerce activity through the region during Ramadan, a figure which rises to 78 percent during the hours of the night.
By Bernd Debusmann Jr
Thu 03 May 2018 10:46 AM

Brands have an additional 57.6 million hours to capture the attention of potential customers through Facebook, the company announced on Wednesday.

According to the company, 86 percent of Facebook users in the region celebrate Ramadan. During the month, Facebook sees a 14.8 percent increase in usage in the region, jumping to a 36.9 percent increase at night, peaking at 3am.

Facebook statistics also show that there is a 35.8 percent increase in e-commerce activity through the region during Ramadan, a figure which rises to 78 percent during the hours of the night.

The increase in e-commerce activity is amplified by mobile purchases, which see a 43.2 percent increase, compared to an increase of only 5.5 percent for desktop activity.

As an example of a company leveraging increases in Ramadan usage to its benefit, Facebook highlighted Splash [Landmark Group], one of the largest online fashion retailers in the Middle East.

According to Facebook, Splash successfully promoted its Ramadan collection on Facebook, resulting in a 75 percent in sales during Ramadan, as well as an 80 percent increase in conversion rates, yielding 15 percent higher return on ad spend.

Another company, L’Oreal, saw a 14.3 increase in ad recall in Saudi Arabia and a 9.3 percent increase in brand awareness in the UAE after promoting its Ultra Doux haircare range on Facebook during Ramadan.

“As the use of mobile to discover and engage with products and services continues to increase, our aim is to enhance this experience for both brands and consumers,” said Shant Oknayan, the regional business lead across retail, telecom, technology, services and entertainment across Facebook, Instagram and the family of apps.

“For a period as significant as Ramadan, which sees tremendous traffic on the platform, marketers in the region have the opportunity to leverage Facebook’s family of apps and services to personalize content at scale, and thereby influence people at the point of inspiration, consideration and conversion.”

Facebook internal data shows that there are 4.8 times more conversions on mobile during Ramadan compared to other times.

Additionally, 71 percent of UAE Facebook users use the platform while watching TV, and that 70 percent of people in the country rely on Facebook for gift ideas.

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Last Updated: Thu 03 May 2018 12:50 PM GST

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