During this spiritual month of Ramadan, it will be significant for brands to make sure they will proceed to attach with Muslim consumers. Therefore, knowing consumers’ day by day habits is important to understanding the best way to do that.
According to Google, brands which are successful during Ramadan respect and use contextual messaging, tailored to the needs of the Ramadan observer at specific moments of the day and month. This may include helping to have fun Idul Fitri, breaking the fast (breakfast) planning and distracting yourself from hunger pangs.
In the morning from 3:00 a.m. to eight:00 a.m., when Muslim consumers rise up forahur (pre-dawn meal), prayer times are most incessantly looked for. Then there are topics resembling recipes, Eid Al-Fitr clothing and online shopping in Indonesia and Malaysia.
In Indonesia, the seek for prayer times stays unchanged, while Indonesian Muslims start watching YouTube videos as early as 3 a.m. The variety of videos containing beauty suggestions will increase by 37% when videos are enabled hijab tutorials will see a rise of 117%.
In Malaysia, searches for prayer times within the month of Ramadan are 3 times higher than in other months sahur. Malaysian Muslim consumers can even start watching movies as early as 4am. Beauty suggestions videos may have a 200% increase in views in comparison with other months hijab tutorials increase by 500%.
11:00 to fifteen:00
Google data shows that between 11:00 a.m. and three:00 p.m., day by day fashion search and online shopping activity increases by 20% in comparison with other months in Malaysia. Searches for recipes and cooking tutorials are increasing together with Muslim interest breakfast ideas peak at 3 p.m., which is a 1.6-fold increase during Ramadan months in comparison with normal months.
Meanwhile, online shopping is at its peak in Indonesia as consumers search for seasonal promotions. The most incessantly searched promotions include online retail, air transport and airline tickets. Searches for recipes and cooking tutorials peak at 12:00, with a 2.7-fold increase in Ramadan in comparison with other months.
16:00 to twenty:00
Muslim consumers in Indonesia are also more more likely to distract themselves from the cravings that precede them breakfast through actions and spend time contents. Ngabuburit is a cultural phenomenon characteristic of the Ramadan period in Indonesia.
From 4pm to 8pm, searches for Ramadan bazaars in Malaysia peak at 5pm. Search volumes for food delivery in each markets are also lower than average, making a risk of meals being delivered late before the tip of the fast.
20:00 to 23:00
During this era, Muslims in each markets proceed to have interaction with religious content. In Indonesia, searches for Islamic content spike within the evening. Meanwhile, probably the most searched topics in Indonesia and Malaysia include worship songs and sermons. Watch times on YouTube are increasing again as Muslim consumers devour entertainment content online.
Source: http://www.marketing-interactive.com/
