A study, titled ‘Ramadan and Eid Study’, which included over 18,000 respondents from twelve countries, including Nigeria during Ramadan in 2022 has found that 77% of shoppers in Nigeria felt more connected to a brand after seeing Ramadan content on social media.
The research was which was conducted by Meta in partnership with YouGov was done to better understand the behaviour of people who observe Ramadan and who shop during the season.
Public opinion and data company, Consumertrics Nigeria, hereby notes that the behavioural insight On Nigerian shoppers during Ramadan should serve as a guide to advertisers.
Also, the results show that the booming e-commerce industry is significantly driving the digital economy in Nigeria. The average number of Reels created per day in Nigeria increased by +4% in the week after Eid vs the week prior to Eid. This reflects the transformation that Ramadan brings, with people showing a renewed sense of purpose.
Ease of shopping during Ramadan is also a priority, with 84% of shoppers or observers in Nigeria agreeing it’s easier to complete their Ramadan shopping with personalised product and gift suggestions.
Furthermore, 88% 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% of shoppers or observers in Nigeria report spending more time watching videos online during Ramadan and Eid.
Ramadan represents an opportunity for brands to build trust among shoppers, with 81% of shoppers or observers in Nigeria being more likely to trust a brand that partners with a trustworthy creator.
In addition, almost four in five shoppers or observers in Nigeria enjoyed personalised shopping experiences through the social media, further highlighting the opportunities for businesses to connect with this diverse community of shoppers and observers.
