StrategicGears-斋月期间沙特阿拉伯的消费者行为：与2022年剩余时间相比有何不同？（英）-2023

ContentAbouttheStrategicGears’SaudiArabiaRamadanConsumerBehaviourReport33Scope4MethodologyKey

InsightsSummary-WhatBehavioursarelike

duringRamadan56Introduction7GeneralBehavioursduringRamadanConsumerSpendingBehavioursduringRamadanMediaConsumptionBehavioursduringRamadanConclusion13222930Appendix30

SGMarketResearchCaseStudies2About

the

Strategic

Gears’

SaudiArabia

Ramadan

ConsumerBehaviour

ReportScopeThe

Strategic

Gears’

Annual

Saudi

Arabia

2023

Ramadan

Consumer

Behaviour

publicationpresents

insights

on

how

consumers

in

Saudi

Arabia

behave

during

Ramadan,

versus

the

rest

ofthe

year,

and

compares

behaviours

in

Ramadan

2023

versus

2022.

The

report

concludes

with

ourexpert

recommendations

for

how

businesses

and

marketers

may

engage

consumers

during

Ramadanseason.Theareasexplored

inourreportare:GeneralBehavioursDuringRamadanConsumer

SpendingBehavioursDuringRamadanMedia

ConsumptionBehavioursDuringRamadanGeneral

behaviours

duringRamadanversus

therest

oftheyear

andversus

2022;particularly

behavioursrelated

to:ConsumerspendingbehavioursduringRamadanversustherestoftheyearandversus2022;particularly

behavioursrelatedto:MediaconsumptionbehavioursduringRamadanversustherestoftheyear;particularlybehaviours

relatedto:•Time

spentwithfamily/friends.•Onlineandin-personshoppingbehaviours.••TVconsumptionbehaviours.Video-on-demand

(VOD)consumptionbehaviours.•••Travel

behaviours.Sleepingbehaviours.Charitywork.••Products

purchased.Times

whenpurchasinghappen.••Socialmediaconsumption.Othermedia.•••Factors

influencingpurchases.Eatingoutandorderingfood.Incomeshares

allocatedtospendingactivities.3About

the

Strategic

Gears’

SaudiArabia

Ramadan

ConsumerBehaviour

ReportMethodologyThe

findings

of

this

report

are

the

result

of

both

a

quantitative

survey

and

secondary

researchconducted

by

Strategic

Gears’

in-house

experts

of

macroeconomic

and

marketing

researchpersonnel

to

provide

a

deeper

understanding

and

insight

into

Ramadan

behaviours

in

the

Kingdom.Detailsofthequantitative

approach

andprofile

ofrespondents

are

below:ResearchDesignLength

Of

InterviewResearchMethodologyCATIQuantitativeresearch10-15minutes40%40%20%JeddahRiyadhDammamSample

ApproachQuotaRandomsamplingSaudisAge70%50%50%Arab20

-

59TargetAudienceExpats30%yearsoldPeoplewhoare

intendingtofastRamadan2023Decision-makerswhenitcomestohouseholdexpensesThis

Ramadan

study

conducted

this

year

is

one

that

Strategic

Gears

plans

to

conduct

annually

goingforward

to

monitor

any

changes

in

behaviour

patterns

in

Saudi

Arabia

over

the

upcoming

years.4Key

Insights

SummaryWhat

Behaviours

are

Likeduring

RamadanGeneralBehavioursDuring

RamadanConsumer

SpendingBehavioursDuringRamadanMedia

ConsumptionBehavioursDuringRamadanDuringRamadan,peoplemostlywatchTV(morethanothermonthsoftheyear),usesocialmedia,surftheinternet,andwatchvideoson-demand.OfthoseAsidefrompraying&readingtheQuranandsleeping,thetop3thingsrespondentstendtododuringRamadanarespendingtimewithfamily&friends,preparingfoodandvisitingthemall.Timespentwithfamily&friendsusuallytakesplaceduringIftar.

MostrespondentssaidtheyalsogetthesameamountofsleepduringRamadanandyear-round(

7.1

hoursonaverage).Clothingisthemostcommonproductpurchasedonlinewhilegroceriesare

themostcommonlyboughtinper-sonby

respondentsduringRamadan.By

gender,

theproductcategoriespurchasedthemost,bothonlineandinperson,amongrespondentsare

similarbuttheorderofpreferencediffersslightlybetweenmalesandfemales.Theseproductsincludewatchingtv,

thereisapreferenceforArabicseries,particularlyEgyptian.IntermsofVODplatforms,Shahidisthemostpopularfollowedby

Netflix.ThepeakTVviewingwindowis6pmto9pmwhileVODviewingpeaksfrom9pmtomidnight.groceries,clothing,health&beautyproducts,kitchen-wareandhomefurniture.Comparedtoothermonthsintheyear,

respondentstendtoprioritiseThetopfactorformaleswhenmakingadecisiontobuyaproductduringRamadanispromotionalofferswhileforfemalesthepriorityisquality.SnapchatisthemostpopularsocialmediaplatformusedduringRamadan,followedbyYouTube,

Instagram,TikTok,Twitter

andFacebook.OthermediaconsumedduringRamadanincludelisteningtotheradio,browsingtheinternet,andlisteningtomusic.participationincharity&religiouscompetitions.GivingtocharityisafundamentalaspectofRamadan.MostdonatemoneythroughEHSAN(nationalplatformforcharitablework)andtocasesdirectly.ThebulkofpurchasingforRamadanhappenswithinthetwoweeksprior.

ThisisinlinewithSAMA’s

weeklypoint-of-saletransactiondata.5IntroductionOverviewFortheMuslimcommunityglobally,

Ramadanisoneofthemostimportanttimesoftheyear.

Itisatimeforintro-spection,

prayer,

and

fasting

throughout

the

day.

The

Islamic

calendar,

which

consists

of

12

lunar

months

with

acombined

length

of

354

or

355

days,

determines

when

Ramadan

officially

begins

each

year.

Asa

result,

the

fastingmonth

advances

by

up

to

10

days

on

the

Gregorian

calendar

every

year.

It

runs

from

March

23

to

April

21

this

year.Datesmaychange,though,dependingontheappearanceofthenewcrescentmoon,whichheraldsthebeginningofthemonthofShawwal,orafterthe30thdayofRamadan.The

holy

month

is

observed

in

Saudi

Arabia

through

various

customs

and

traditions

as

well

as

shortenedofficialbusinesshoursforboththepublicandprivatesectors,adjustedstore

hoursandextended

hoursformostrestaurantsandcafes(alsomakingupforhoursclosedduringtheday).For

consumers,Ramadanofferssignificantsales,discounts,promotions

andotherexclusive

offersonavarietyofgoods

and

services

both

in

traditional

and

online

stores.

Ramadan

also

presents

opportunities

for

some

businessestogrow

theirclienteleandrevenue.WhileRamadanisWeeklyPOSTransactions(SAR

Billion)generallyaslowmonthforstockmarkettradinginSaudiArabia(&aroundtheMENAregion),pre-Ramadan,duringRamadan,andpost-Ramadanperiodsare

characterizedby

somevolatilityinconsumerspendinginSaudiArabia.StrategicGears'analysisofweekly

point-of-saletransactionsdatafromtheSaudiCentralBank,SAMA,reveals

that:Source:SAMA(latestavailabledata).*Shabaanisthe8thmonthoftheIslamiccalendarandrepresentsthemonthbeforeRamadan;Shawwalisthe10thmonthoftheIslamiccalendarandrepresentsthemonthafterRamadan.•••ConsumerspendingpeaksinthemonthofShabaan(themonthbeforeRamadan).ThefirsthalfofRamadanisoftenwhenpurchasingislower.When

the

fasting

season

draws

to

a

close

and

the

Eid

preparations

begin,

activity

picks

up

again

during

thesecondhalfofRamadan.•Totalweekly

POStransactionvalueswere

higherinallthreeperiodsin2022versus2021(whencertainCOVIDrestrictions

were

still

in

place).

Data

available

for

2023

so

far

covering

the

month

of

Shabaan

and

the

first

2weeks

of

Ramadan

also

point

to

even

higher

weekly

POS

transaction

values

(also

higher

than

the

same

periodof2022and2021)asrecovery

fromCOVIDcontinuesstrongmomentum.Duetonorestrictionsin2023,

peopleappearedtobebuyingmoreastheypreparedtosocialiseorhostmoreduringRamadan.6General

Behavioursduring

RamadanActivities

that

Respondents

SpendTheir

Time

on

During

Ramadan33%DonatingtocharityNGOs40%Lookingforbigdiscounts

&

competitivepromotions26%Renovating/improvinghouse48%Goingtothemall23%Participatingincharityservice55%Preparingfood12%Participatinginreligiouscompetitions73%Gatheringwithfamily/friends11%Gym/physicalactivity/sports100%Sleeping6%Playvideogamestofillthetime100%Praying&readingtheQuran5%TravelingOtherthanpraying&

reading

theQuran

andsleepingwhich100%ofrespondents

choosetododuringRamadan,respondents

prefer

tospendtimewithfamily

andfriends(73%),preparefood(55%)andvisitthemall(48%),over

otheractivitieslike

playing

videogames(6%)andtraveling

(5%).Thesebehaviours

were

commonamongbothSaudisandexpats.*Theabove

activitiesrelate

totimespentdoingthem,whilethere

remain5

additionalactivitiescovered

aspartofthisreport

whichrelate

toconsumerspendingbehaviours(page13).These5

remaining

activitiesare

“shoppinginperson”(44%),“shoppingonline”(18%),“entertainment”(18%),“eatingout”(17%),and“ordering

food/takeaway”

(10%).7General

Behavioursduring

RamadanTime

Spent

with

Family&

FriendsDuring

Ramadan73%Gather

withfamily/friendsIftarAfter

IftarSuhour74%18%8%Of

the

73%

group

who

generally

prefer

to

spend

time

with

friends

and

family

duringRamadan,

74%

prefer

to

gather

during

Iftar

time.Travelling

Behaviours

duringRamadan5%TravelTravellingdomesticallyin

KSATravellinginternationally88%19%8General

Behavioursduring

RamadanSleeping

Behavioursduring

Ramadan100%Sleep18%Latemorning9:00AM-11:59AM14%Earlynoon12:00PM-2:59PM42%Earlymorning6:00AM-8:59AM4%Afternoon3:00PM-5:59PM30%Latemidnight3:00AM-5:59AM4%Earlynight6:00PM-8:59PM16%Earlymidnight12:00AM–2:59AM10%Latenight9:00PM-11:59PMPeak

Times30%3:00

AM

-

5:59

AM42%6:00

AM

-

8:59

AM15

HrsMaxMostrespondentssaidthey

getthesameamountofsleepduringRamadanandtherestoftheyear.7.

1

Hrs4

HrsAverageMin9General

Behavioursduring

RamadanCharity

Behavioursduring

Ramadan33%Donate

tocharity

NGOsRamadan

VS.Restof

the

YearRamadan

2023VS.202276%Donate

more24%Donate

the

same56%Donate

more43%Donate

the

same++during

Ramadan

during

Ramadanduring

Ramadan2023

vs.

2022.than

the

rest

ofthe

year.and

the

rest

ofthe

year.Formsof

Charity

Donations56%Tangible

Donations59%Feeding

Donations18%Volunteering65%Monetary

DonationsEhsanPlatformTo

CasesDirectlyVisit

NGOOutletsNGO

BankAccountsOnlineMethodsOtherMethods54%48%39%30%26%1%Respondents

choose

to

donate

more

to

charity

during

Ramadan

than

the

rest

of

theyear,

andmore

thisyear

versuslastRamadan.OtherthanZakkatAlfitr,

whenitcomesto

participating

in

charity

donations,

the

most

common

types

of

charitable

giving

are“other

monetary

donations”,

and

of

those

who

make

“other

monetary

donations”,

thebulkprefertodosothroughplatformssuchasEHSANordonatingtocasesdirectly.10General

Behavioursduring

RamadanGeneral

Behaviour

Activities

Prioritisedduring

Ramadan

Vs.the

Restof

the

YearPlayvideogamestofillthetimeSleepingTravelingGym/physicalactivity/sportsGoingtothemallLookingforbigdiscounts&competitivepromotionsRenovating/improvinghouseParticipatinginreligiouscompetitionsPreparingfoodPraying&readingtheQuranDonatingtocharityNGOsGatheringwithfamily/friendsParticipatingincharityservice0%10%20%30%40%

50%60%70%80%

90%

100%SpendLessTime

duringRamadanvs.RestofYearSpendTheSameTimeduringRamadan&RestofYearSpendMoreTime

duringRamadanvs.RestofYear11General

Behavioursduring

RamadanGeneral

Behaviour

Activities

Prioritisedduring

Ramadan

2023

Vs.Ramadan

2022PlayvideogamestofillthetimeTravelingGym/physicalactivity/sportsGoingtothemallSleepingRenovating/improvinghouseLookingforbigdiscounts&competitivepromotionsParticipatinginreligiouscompetitionsPreparingfoodGatheringwithfamily/friendsDonatingtocharityNGOsParticipatingincharityservicePraying&readingtheQuran0%10%20%30%40%

50%60%70%80%

90%

100%SpendLessTime

duringRamadanSpendTheSameTime

duringRamadanSpendMoreTime

duringRamadan2023vs.20222023&20222023vs.202212Consumer

SpendingBehaviours

during

RamadanConsumer

Spending

Activitiesduring

Ramadan18%Entertainment(cinema,events)17%Eatingout18%ShoppingonlineN=300*44%10%Shoppingin

personOrderingfood/takeawayApart

from

those

activities

related

to

time

spent

doing

them

(as

mentioned

in

page7),theabove

5additionalactivitiescovered

aspartofthisreportrelateparticulalrytoconsumer

spending

behaviours

of

the

300

respondents

surveyed.13Consumer

SpendingBehaviours

during

RamadanProducts

UsuallyPurchased

Onlineby

Respondents

during

RamadanN=5585%75%42%35%29%ClothingGroceriesKitchenware

Health

&

beautyHome

furniture/productsdecor25%22%16%13%Jewelry/AccessoriesBabyproductsElectronicsaccessoriesCar&

caraccessories5%Homeappliances4%Sportsequipment11%Electronics76%94%GroceriesClothing71%Clothing74%GroceriesN=21N=3438%Homefurniture47%KitchenwareThe

top

5productspurchasedonline

bymalesThe

top

5productspurchasedonline

byfemales38%Health&beautyproducts33%Kitchenware29%Health&beautyproducts35%Jewelry/AccessoriesThe

top

5

products

usually

purchased

by

those

respondents

who

shop

online

duringRamadan

are

clothing,

groceries,

kitchenware,

health

and

beauty

products

and

homefurniture.

By

gender,

the

top

5

products

women

purchase

online

during

Ramadan

areclothing,

groceries,

kitchenware,

health

&

beauty

and

jewellery.

Meanwhile,

the

top5

products

purchased

online

during

Ramadan

by

males

are

groceries,

clothing,

homefurniture,kitchenwareandhealth&beautyproducts.14Consumer

SpendingBehaviours

during

RamadanProducts

UsuallyPurchased

by

Respondents

InPersonduring

RamadanN=13389%78%48%41%32%GroceriesClothingHealth

&

beautyKitchenwareHome

furniture/productsdecor23%23%17%17%HomeappliancesBabyproductsElectronicsJewelry/Accessories12%8%2%Car&

caraccessoriesElectronicsaccessoriesSportsequipment89%89%GroceriesGroceries75%81%ClothingClothingN=61N=72The

top

5productspurchasedin

personby

females44%Kitchenware63%Health&beautyproductsThe

top

5productspurchasedin

personby

males33%Homefurniture/decor39%Kitchenware31%Health&beautyproducts32%Homefurniture/decorThe

top

5

products

usually

purchased

by

those

respondents

who

shop

in

person

duringRamadanare

groceries,

clothing,healthandbeautyproducts,

kitchenware

andhomefurniture.By

gender,

the

top

5

products

women

respondents

purchase

in

person

during

Ramadan

aregroceries,

clothing,

health

&

beauty,

kitchenware,

and

home

furniture.

Meanwhile,

the

top

5products

purchased

in

person

during

Ramadan

by

males

are

groceries,

clothing,

kitchenware,home

furniture,

and

health

&

beauty

products.15Consumer

SpendingBehaviours

during

RamadanProducts

UsuallyPurchased

Online

by

Respondentsduring

Ramadan

Versus

Restof

the

YearHealth&beautyproductsBabyproductsElectronicsJewelry/AccessoriesHomeappliancesElectronicsaccessoriesClothingHomefurniture/decorKitchenwareGroceries0%10%20%30%40%

50%60%70%80%

90%

100%PurchaseLessOnlineduringRamadanvs.RestofYearPurchaseTheSameOnlineduringRamadan&RestofYear`PurchaseMoreOnlineduringRamadanvs.RestofYear16Consumer

SpendingBehaviours

during

RamadanProducts

UsuallyPurchased

In-Person

by

Respondentsduring

Ramadan

Versus

Restof

the

YearHealth&beautyproductsElectronicsJewelry/AccessoriesBabyproductsElectronicsaccessoriesHomeappliancesKitchenwareClothingHomefurniture/decorGroceries0%10%20%30%40%

50%60%70%80%

90%

100%PurchasePurchaseMoreIn-PersonduringRamadanvs.RestofYearPurchaseLessIn-PersonduringRamadanvs.RestofYearTheSameIn-PersonduringRamadan&RestofYear`17Consumer

SpendingBehaviours

during

RamadanShopping

Online

VersusShopping

in

PersonRamadan

2023

Versus

2022N=30018%44%ShoppingOnlineShoppingin

person38%Spendmore34%Spendmore53%Spendthesame62%Spendthesame9%Spendless5%SpendlessOut

of

those

in

the

18%

groupwho

indicated

plans

to

shop

on-line

during

Ramadan,

53%

saidthey

would

be

spending

thesame

as

they

did

for

last

year’sRamadan,

38%will

spend

more

&9%

will

spend

less.Out

of

those

in

the

44%

groupwho

indicated

plans

to

shop

inperson

during

Ramadan,

62%saidtheywouldbespendingthesame

as

they

did

for

last

year’sRamadan,

34%

will

spend

more&

5%

will

spend

less.18Consumer

SpendingBehaviours

during

RamadanTimesWhen

Purchasing

for

Ramadan

HappenN=300BeforeRamadanRamadan2%8%12%35%39%5%The

bulk

of

purchasing

for

Ramadan

happens

within

the

two

weeks

prior,

with

39%

purchasinga

week

ahead

and

35%

purchasing

2

weeks

ahead.

This

is

in

line

with

the

weekly

point-of-saletransaction

data

from

SAMA

described

on

page

6.Factors

Influencing

RamadanPurchasesTop5

TotalTop5

forMalesTop5

forFemales1QualityPromotional

offersQuality2345Promotional

offersPriceQualityPrice*AtparPriceDurabillityBrand

popularityDurabilityBrand

popularityDurabilityPromotional

offers*AtparBrand

popularityThe

main

factor

considered

when

deciding

to

buy

a

product

during

Ramadan

isquality,

followed

by

promotional

offers,

prices,

brand

popularity

&

lastly

durability.By

gender,males

prefer

promotional

offers,

followed

by

quality,price,

brand

popularity,and

durability.

Forfemales,

quality

came

in

first

placefollowedby

price&

durability(atpar),

and

followedby

promotional

offers

&

brandpopularity

(also

at

par).19Consumer

SpendingBehaviours

during

RamadanEating

Out

VersusOrdering

Foodduring

RamadanN=30017%10%Eating

outOrderingfood/takeawayRamadan

VS.Restof

the

YearRamadan

VS.Restof

the

Year22%Spend

more51%Spend

the

same10%Spend

more65%Spend

the

same27%Spend

less26%Spend

lessOut

of

those

in

the

17%

group

whoindicated

plans

to

eat

out

duringRamadan,

51%

said

they

would

bespending

the

same

as

they

do

the

rest

ofthe

year

on

eating

out,

27%

will

spendless

&

22%

will

spend

more.Out

of

those

in

the

10%

group

whoindicated

plans

to

order

food

during

Ram-adan,

65%

said

they

would

be

spendingthe

same

as

they

do

the

rest

of

the

yearon

ordering

food,

26%

will

spend

less

&10%

will

spend

more.Ramadan

2023

Vs.

2022Ramadan

2023

Vs.

202218%Spend

more59%Spend

the

same13%Spend

more71%Spend

the

same24%Spend

less16%Spend

lessOut

of

those

in

the

17%

group

who

indi-cated

plans

to

eat

out

during

Ramadan,59%

said

they

would

be

spending

thesame

as

they

did

last

year’s

Ramadan

oneating

out,

24%

will

spend

less

&

18%will

spend

more.Out

of

those

in

the

10%

group

whoindicated

plans

to

order

food

duringRamadan,

71%said

they

would

be

spend-ing

the

same

as

they

did

for

last

year’sRamadan,

16%will

spend

less

&

13%

willspend

more.20Consumer

SpendingBehaviours

during

Ramadan%

of

Income

Planned

to

be

Spent

ByRespondents

on

VariousActivitiesduring

Ramadan

20231%to10%11%to20%21%to30%31%to40%41%to50%81%to90%91%to100%Themajorityofrespondentsplantospendbetween1%and10%oftheirtotalincomeonthemajorityoftheactivitieslistedabove

duringRamadan2023,

withtheexception

of“orderingfood”,“shoppingonline”and“shoppinginperson”,whichappeartoreceive

alargerpercentageofintendedexpenditureoftotalincome.Thelargerportionofprojectedincomeexpenditure(91%to100%)fallsundertheareaof“otheractivities”,whichmightincludethingslike

rent,education,etc.21Media

Behavioursduring

RamadanTypes

of

Media

ConsumedDuring

RamadanListentotheradio10%WatchvideoondemandplatformsListentopodcasts37%5%SurftheinternetReadbooks/e-books49%5%Readnewspaper/magazineSocialmedia5%62%WatchTVListentomusic82%4%The

most

common

media

activities

during

Ramadan

are

watching

TV

(82%)

followedby

using

social

media

(62%),

surfing

the

internet

in

general

(49%)

and

watching

videoson-demand(37%).22Media

Behavioursduring

RamadanTypes

of

Media

ConsumedDuring

Ramadan

Versusthe

Restof

the

YearN=246N=186N=14613%37%50%20%65%15%21%67%12%WatchTVSocialmediaSurftheinternetN=29N=16N=11025%50%25%17%44%39%45%55%ListentotheradioReadbooks/e-booksWatchvideoondemandplatformsN=14N=11N=1421%64%14%27%36%36%21%43%36%Readnewspaper/magazineListentomusicListentopodcastsConsumetheSameduringRamadan&RestofYearConsumeConsumeMoreduringRamadanvs.RestofYearLessduringRamadanvs.RestofYear23Media

Behavioursduring

RamadanTV

Consumptionduring

Ramadan

-

Peak

TimesPeak

TimesGenreN=2464%17%EarlynoonLatemorning12:00PM-2:59PM9:00AM-11:59AM4%Earlymorning6:00AM-8:59AM25%Afternoon3:00PM-5:59PM15%Latemidnight3:00AM-5:59AM63%Earlynight6:00PM-8:59PM37%Earlymidnight12:00AM–2:59AM57%Peak

Times6:00

PM

-

8:59

PM63%Latenight9:00PM-11:59PMThe

hours

between

early

evening

(6:00

PM

-

8:59

PM)

are

peak

time

when

mostrespondentswatchtelevisionduringRamadan.24Media

Behavioursduring

RamadanTV

Consumptionduring

Ramadan

-

GenrePeak

TimesGenreN=24672%56%39%35%ArabicSeriesReligiousShowsEntertainmentShowsCookingShows8%ForeignSeries27%LocalNews72%31%ArabicMovies16%WorldwideNewsArabic

Series11%26%ForeignMoviesTalk-shows19%41%SportsShows&MatchesPrankShows45%9%7%6%5%4%EgyptKhalijiSaudiArabiaSyriaLebanonKuwaitThe

most

popular

genre

that

the

respondents

who

watch

TV

said

they

watch

isArabic

series

(72%),

particularly

Egyptian

ones

(45%),

watched

more

by

females.

Thesecond

most

popular

TV

genre

is

religious

shows

(56%),

watched

equallybymales

andfemales.25Media

Behavioursduring

RamadanVODConsumptionduring

Ramadan

-

Peak

TimesPeak

TimesPlatformN=1106%17%LatemorningEarlynoon9:00AM-11:59AM12:00PM-2:59PM5%Earlymorning6:00AM-8:59AM14%Afternoon3:00PM-5:59PM15%Latemidnight3:00AM-5:59AM24%Earlynight6:00PM-8:59PM28%Earlymidnight12:00AM–2:59AMPeak

Times44%Latenight9:00PM-11:59PM9:00

PM

-

11:59

PM44%VODviewingpeakwindowisbetweenthelatenighthoursof9pmto12midnight.26Media

Behavioursduring

RamadanVODConsumptionduring

Ramadan

-

PlatformPeak

TimesPlatformN=11072%15%*Other49%4%3%1%1%Shahid(72%)isthemostcommonVODplatformusedfollowedby

Netflix(49%).27Media

Behavioursduring

RamadanSocial

Media

Usedduring

RamadanN=21163%78%58%71%67%47%8%1%*OtherSnapchat

is

the

most

popular

social

media

platform

among

those

respondents

who

use

social

mediaduring

Ramadan.Other

Media

Used

during

RamadanRadioInternetBrowsingN=146MusicN=29N=11Afternoon3:00PM-5:59PMLatenight9:00PM-11:59PMEarlymidnight12:00AM–2:59AMWithmost(93%)listeningtoQuranstations.Withthebulkofrespondents(64%)usingstreamingplatforms/theinternet.Other

media

consumed

during

Ramadan

include

listening

to

the

radio,

browsing

theinternet,andlisteningtomusic.Thepeaktimeswhensuchmediaare

consumedvary.28ConclusionBased

on

the

data

of

this

year’s

study,

our

in-house

economic

and

market

research

experts

have

foundthat:••Consumers

are

spending

more

in

2023

vs.2022

as

well

as

more

than

2021.•Consumers

are

spending

more

on

groceriesand

clothing

this

Ramadan

versus

the

restof

the

year.

This

may

also

be

driven

by

theremovalof

COVID

restrictions

leading

to

moresocializing.

Interestinglymenare

moreproneto

promotions,

while

women

prioritize

qualityduring

their

purchases.Ramadan

season’s

spending

peaks

at

twoinstances

(a)

2

weeks

before

Ramadan

andthen

(b)

1

week

before

Eid.••The

day

shifts

a

bit

in

Saudi

Arabia,

with

sleeptime

movingto

around3am,

as

wellas

a

laterstart

to

the

work

day.•Viewing

habits

also

change

during

Ramadan;consumers

prefer

to

watch

Egyptian

Arabicseries

on

TV

around

Iftar

and

Isha

(6pm

to9pm)

and

prefer

to

watch

Shahid

video-on-demand

from

9pm

to

midnight.Consumers

pray

more,

indulge

in

charity