Eager to learn more about the influence of the coronavirus pandemic on the shopping and media consumption habits of people during Ramadan, Facebook’s insights and research division, called Facebook IQ, and analytics firm YouGov published a marketing guide called Ramadan: This is the Joy of Discovery, which features key insights from their survey.
The survey was conducted between May 23 and June 13, 2020, and it included 17,758 participants. “Approximately 1,500 interviews were completed in 11 countries, with samples that were representative of the adult online population across age, gender and region in each market,” write Facebook IQ and YouGov in their marketing guide. “For the global average data cuts in this guide, we focused our analysis on the eight markets where Ramadan is celebrated by the majority of the population.”
The most important insight is that the pandemic has fundamentally changed how people shop. Among those surveyed, 42 percent are planning to spend less time shopping in stores during Ramadan, choosing to shop online using their mobile devices instead. This is a major opportunity for marketers, who need to offer a seamless experience throughout the purchase journey to increase their conversion rates and sales.
During Ramadan, nearly half of all survey participants agreed that they spend more time on their mobile devices, and 8 in 10 said that they don’t put their smartphones and tablets down even while watching TV, including members of Gen X and Baby Boomers. One of their favorite activities around Ramadan is discovering shopping ideas, researching things to buy, and, of course, purchasing items.
The first shopping peak happens just before Ramadan, in mid-April, and the second shopping peak coincides with the start of Eid. Even though 39 percent of shoppers start planning their purchases about a month before celebrations start, only 20 percent have completed shopping when Ramadan begins.
For more insights like these, read the full marketing guide, which Facebook kindly published on its website.
Matchmaking App Hawaya Lets Users Connect Based On Lifestyle Choices
Hawaya currently operates in 12 new countries, including Kuwait, Saudi Arabia, UAE, France, Germany, UK, Malaysia, Indonesia, the United States, and Canada.
Finding love is not easy, especially for singles in the Middle East, where conservative cultural norms don’t approve of any but the most traditional forms of matchmaking, which don’t seem all that appealing to many members of younger generations. But it’s not like young men and women in the Middle East are without modern options when it comes to finding the partner of their dreams. Hawaya, a Cairo-born matchmaking app, has recently celebrated 4 million users, and it’s now rolling out a feature that has the potential to expand its userbase even further: the ability to connect based on lifestyle choices with people from other regions.
Hawaya currently operates in 12 new countries, including Kuwait, Saudi Arabia, UAE, France, Germany, UK, Malaysia, Indonesia, the United States of America, and Canada. So far, it has resulted in 18,000 commitments, with 5,000 in Egypt alone.
“We’re seeing singles all over the region, women in particular, trusting in Hawaya to find their life partner more than ever before, which displays greater social acceptance for mobile matchmaking as an empowering tool for women to find their ideal life partner,” said Shaymaa Ali, Hawaya’s co-founder and Marketing Manager in the MENA region.
The new “Lifestyle Preferences” feature allows users to find their other half based on shared interests, likes, and dislikes. Users can now specify the geographic area they would like to explore, instead of always receiving matches that are located as close to them as possible.
“Through innovation, tech, and cultural respect, Hawaya prides itself to be a progressive app that aims to destigmatize the taboo of online matchmaking, and empowering women to take their time and spark a real connection with the love of their lives,” added Sameh Saleh, Hawaya’s founder and CEO.
Since the 2017 launch of Hawaya, social acceptance of online matchmaking in the MENA region has seen a measurable improvement, but there’s still a long way to go before all users of matchmaking apps like Hawaya won’t feel the need to hide their identities.