Mobile Gaming Set to Dominate Ramadan this 2022 - EMEA & APAC

Ramadan, the holiest season of the Islamic world, is just around the corner. Sharing joy, happiness, and spiritual enthusiasm with our loved ones are the most important qualities during Ramadan. Even though we had tough times during pandemic days, people are ready to leave those days behind.

Usage of digital platforms is expected to increase when it comes to festive shopping and gifting to family & friends this Ramadan. While everyone is preparing to share the spiritual experience of this time with their families, a few questions arise in the minds of advertisers and brands: What are the preferences of consumers in terms of shopping during Ramadan this year? Which devices or digital platforms will be preferred?

To get a better understanding of users’ mobile behaviors and shopping preferences in different industries during this holy period, we have collaborated with GWI and conducted research across MENA (KSA, UAE, Egypt), Turkey, and APAC.

Highlights from MENA:

Most respondents in MENA describe themselves as ‘Devoted Prayers’ - The majority of the respondents in the MENA region (66%) were aged between 30 to 49 which reveals the level reached in the age of mobilization in the region. 58% of the respondents were male and 42% were female. 67% of consumers in MENA describe themselves as ‘Devoted Prayers’.

Time spent on smartphones increases with the entertainment power of mobile games - 50% of respondents in KSA spend 1-3 hours online on their smartphones and 48% of them state they spend 30 minutes to 2 hours playing mobile games daily during Ramadan. The most preferred time to play mobile games and to shop online is during fasting between 12 PM to 6 PM with 30% and 33% respectively in KSA.

Smartphones have become an undeniable source for discovering new brands/products - Consumers are willing to discover new brands via their smartphones. 77% of the participants in UAE state that they will use their smartphones while shopping for Ramadan, while 67% of them say that they will shop within the application. 47% of respondents state that they will do shopping after iftar time.

Smartphones continue to stand out among different media channels - 47% of the respondents in Egypt state that the ads that they encounter on their smartphones have a huge impact on their purchasing decision compared to TV with only 26%. While we are all seeing different ads from different industries; 68% of users in Egypt would like to encounter food ads, followed by apparel with 48%, and telecommunication with 40% rounding up the top three.

Mobile advertising has the most impact on consumers’ buying tendencies - 79% of the respondents in KSA stated that they had previously done Ramadan shopping with their smartphones directly via mobile ads, and 76% stated that they would consider purchasing a product or service if the product served with the advertisement appeals to them.

Don't forget to click on the thumbnail to download the infographic!

Highlights from Turkey:

Turkish consumers describe themselves as ‘Foodies’ during Ramadan - The majority of the respondents in the Turkey region were aged between 30 to 49 with 59%. In terms of gender distribution, 52% of the respondents were male and 48% were female. 59% of consumers in Turkey describe themselves as ‘Foodies’ which is a huge opportunity for the QSR industry.

People who will fast during Ramadan spend their time on mobile games - While 57% of the respondents spend 30 minutes to 2 hours playing mobile games during Ramadan, 34% say they will spend 2-4 hours online on their smartphones daily. The most preferred time to play mobile games and to shop online is during fasting between 12 PM to 6 PM with 50% and 48% respectively in Turkey.

Consumers do their brand discovery mostly with smartphones - Consumers are willing to discover new brands via their smartphones. 60% of the participants in Turkey state that they will use their smartphones while shopping for Ramadan, while 61% of them say that they will shop within the application. 54% of respondents in Turkey state that they will do shopping before iftar time.

Turkish consumers are looking for food ads during Ramadan.. - 52% of the respondents in Turkey state that the ads that they encounter on their smartphones have a huge impact on their purchasing decision compared to TV with only 22%. While we are all seeing different ads from different industries; 79% of users in Turkey would like to encounter food ads, followed by apparel with 73%, and home appliances with 51% rounding up the top three.

Mobile advertising is impactful on consumers’ purchasing decisions - 57% of the respondents in Turkey stated that they had previously made Ramadan shopping with their smartphones directly via mobile ads, and 53% stated that they would consider purchasing a product or service if the product served with the advertisement appeals to them.

Highlights from APAC:

Smartphones play an integral role in a consumer’s shopping journey. – 73% of Indonesian consumers and 71% of Malaysian consumers search for products or brands for Ramadan shopping via their smartphones or tablets.

Consumers expect to see personalized ads on their mobile devices. – 85% of Indonesian consumers and 87% of Malaysian consumers would purchase something on their mobile device directly from an advertisement if the product was relevant to them.

Omnichannel strategy is crucial for brands this Ramadan. – 78% of Indonesians and 79% of Malaysians are planning to do their festive shopping online this year. However, it is important for brands to note that although online shopping is the main focus, consumers are still shopping offline too.

Mobile gaming is the top entertainment activity this Ramadan season. – As mobile gaming became part of our daily lives during the pandemic, there are no signs of slowing down during Ramadan too! 88% of Indonesian consumers and 85% of Malaysian consumers chose mobile gaming as their preferred source of entertainment this Ramadan.

Mobile activity peaks after breaking fast moments. – Indonesian and Malaysian consumers spend an average of 5 hours on mobile daily, with mobile activity peaking between 6 pm to 9 pm. 46% of them also play mobile games at least once daily.

Don't forget to click on the thumbnail to download the infographic!

About the Study

The Digital Turbine Ramadan Festive Shopping Survey 2022 was distributed across MENA, Turkey, and APAC. The survey asked respondents, aged 14 years old to over 54, questions about their shopping behaviors and preferences during the Ramadan season, and how their mobile device plays a role in the buying process.