We are almost a month away from the holy month of Ramadan and as we all know, this is the time for all campaigns and adverts. Every advertising agency, creative, and marketers start working on their campaigns from this moment; so, what you will be seeing in Ramadan is being cooked right now.
One of the factors that help a marketer creating a plan is the consumer; marketers and creatives build their ideas and plans on the consumer’s behavior during this month.
Google Has Paved The Way for Marketers
Google has published an article that will make it easy for marketers to identify the audience’s type.
This is why we thought of sharing with you how Google categorized the type of Ramadan audience. Majd Alaily and Cynthia Chami who worked on these insights have written about 7 types of Ramadan audience that every marketer needs to know.
So, here are the 7 types:
1- “The Foodie”
We all know that restaurants make special offers during this month and foodies always write reviews about the newest food inventions.
Each Ramadan over the years we hear about new food and new desserts that are represented by foodies. Google stated that MENA foodies drove growth in food-related queries during Ramadan with a 125% year on year.
This growth led to a 23% increase in the grocery delivery applications in the UAE and KSA.
2- “The Spiritual Faster”
Since Ramadan is a holy month, many people seek spirituality during this time.
Google stated that the searches for “Religious App Downloads” increased 1860% year-on-year since Ramadan 2020. Also, since Ramadan is the perfect time for people to help each other, last year, donations and charitable giving reached an all-time high on Google and YouTube search.
3- “The Entertainment Lover”
As we all know, Ramadan is also the time for entertainment shows, either on TV or digitally.
In this month, people’s search for entertainment increase along with their digital content consumption. According to the statistics, “Entertainment app downloads” increased by 37%.
4- “The Ramadan Shopper”
The shopping rate actually increases in Ramadan, especially through E-commerce applications.
If we were to compare Ramadan 2019 with Ramadan 2020, we would find that people downloaded e-commerce apps more than any other time. The shopping queries increased by 30% in Saudi Arabia and Egypt, and 45% in UAE.
These are the types of audience that you can find in every Ramadan, but since last Ramadan came at an unusual time, 3 more types appeared.
5- “The Seeker of Mental Refuge”
Since Last Ramadan was during a pandemic, people were seeking some peaceful time.
People took this time to reduce their anxiety and try to be positive by doing activities and working out at home. We witnessed many people inviting others to do Yoga, and workout at home, as many trainers posted online videos as guidance. Therefore, the search for exercise in the UAE, Egypt, and KSA increased 115% during Ramadan 2020.
6- “The Escapist”
We all wanted to escape this hard time, so some people found their interest in decorating.
It’s pretty common for people to decorate their houses when Ramadan is here; this is why the search for arts and crafts increased by 50% in Ramadan 2020.
While some people were into decorating to get into the festive mood, others were into gaming, so the gaming search increased by 106% year on year in Egypt, KSA, and the UAE.
7- “The Progress Seeker”
Some people also used this time of the holy month to enhance their productivity.
Some people took quarantine in Ramadan to be more productive and be the best version of themselves. According to Google’s article, videos about Ramadan that included the word ‘Routine’ in the title increased by 120% in the MENA region last Ramadan.
We wonder what other types of the audience will appear this Ramadan, and how marketers will benefit from this information when they plan their campaigns.