A 2023 survey conducted by Meta, the parent company of Facebook, Whatsapp, and Instagram, found that 77% of Nigerian customers made decisions about the upcoming Islamic holiday of Ramadan based on posts on Facebook and Instagram.
Along with the public opinion and data supplier YouGov, Meta conducted the “Ramadan and Eid Study,” an annual global consumer survey to better understand the practices of those who observe Ramadan.
It received approximately 18,000 responders from 12 countries, including Nigeria, in 2022, during Ramadan.
According to the report, Nigeria’s digital economy is being heavily driven by the country’s thriving e-commerce sector. This illustrates how social media changes people, giving them a fresh sense of direction.
The study also reveals that 77% of Nigerian consumers or onlookers felt a stronger connection to a company after viewing Ramadan or Eid-related material on Facebook or Instagram.
It reads: “The average number of reels created per day in Nigeria increased by more than four percent in the week after Eid versus the week prior to Eid.
“Ease of shopping during Ramadan is also a priority, with 84 percent of shoppers or observers in Nigeria agreeing it’s easier to complete their Ramadan shopping with personalised product and gift suggestions. 88 percent of shoppers or observers in Nigeria feel more connected to a brand through instant messaging during Ramadan and Eid.”
The research also shows that 78 percent of shoppers or observers in Nigeria spend more time watching videos online during Ramadan and Eid.
Regional Director for Sub-Saharan Africa at Meta, Enitan Denloye said: ”Ramadan represents an opportunity for brands to build trust among shoppers, with 81 percent of shoppers or observers in Nigeria being more likely to trust a brand that partners with a trustworthy creator. The 2023 Ramadan season is an opportunity for businesses to meaningfully connect with shoppers and observers and unlock new opportunities for discovery.
“By understanding the behaviours and attitudes of shoppers, which is made available from this study, businesses can leverage the shift in mindsets and effectively reach their vast and diverse communities.”