Jordan-based social media agency The Online Project (TOP) has launched a report analysing behaviour trends of consumers in eight Middle Eastern countries during the holy month of Ramadan. The results show that residents of the Middle East use social media platforms 30% more during Ramadan whilst also shifting the time of the day that they engage with social media communities to much later in the day. In addition, engagement with brands is hugely multiplied during Ramadan providing businesses with the ideal window to communicate with customers.
TOP observed Facebook and Twitter activity in nine different countries across the region, including Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar, KSA and the UAE, to provide a general overview of social media trends in the region looking specifically at levels of engagement, sentiment and perception and the timings of their interaction.
“We monitored thousands of tweets and Facebook posts in nine countries to study the user behaviour. Instead of looking at their social media platforms first thing in the morning when they wake or get into work, our results show that during Ramadan, people are most active on Twitter early evening at approximately 7pm, just before they break their fast. Therefore if brands wish to take advantage of this spike in audience, should also consider posts that include content tailored to specific audiences that is entertaining or value-adding,” explains Zafer Younis, CEO of The Online Project.