Facebook’s insights unit, Facebook IQ has highlighted six key trends that are helpful to businesses in understanding how people are observing and purchasing new products and services during Ramadan.
The YouGov survey commissioned by Facebook IQ aims to understand the behaviours of people who observe Ramadan and who shop for this season.
Facebook Malaysia’s Acting Country Director, Justin Murugaya said that while the Covid-19 outbreak continues to change the way people live, connect and shop, people will see the emergence of new discovery and shopping behaviours.
“That is why it is important for us to help businesses of all sizes identify ways to stay relevant, equipping them with knowledge and insights such as these to keep up with today’s evolving landscape,” he added.
The first highlight is the demand for safety drives mobile shopping which 59 percent of shoppers surveyed in Malaysia said they spent more time shopping online during the season due to the outbreak.
Amongst the Ramadan observing and shopping community surveyed, nearly half said they trust creators for impartial advice and inspiration in which have creators to offer a new source of credibility for future shoppers.
Additionally, social conscience drive support for local communities is one of the key insights found in the survey.
As people personally contribute to their communities, shoppers increasingly expect the same of businesses.
Based on the survey, 72 percent agree brands should find ways of giving back during the Ramadan season, while 53 percent in Malaysia became more interested in a brand after learning about their business practices.
The next insight is that the unity through technology to empower family connection due to the Covid-19 outbreak.
The survey shows that brands need to reach the right people no matter where they are, and they can do so through channels they are already using conveniently such as WhatsApp and Messenger for Business.
Additionally, Ramadan is one of the biggest shopping moments of the year as continuous shopping results in a surprising second shopping peak. The data shows that the period just before Eid has become the single biggest 10-day shopping period.
Lastly, price sensitivity elevates an anticipation for mega sales in which 75 percent of shoppers said they use Facebook platforms for inspiration, research and to discover new shopping ideas.
For more information, please refer to the Facebook Ramadan Marketing and Consumer Insights info pack or discover more through the Ramadan Consumer Insight report and Ramadan Marketing Insights and Recommendation Guide.