Back to the complete issue
Monday, 29 April 2019

How do our consumption habits change during the Holy Month?

Not only does Ramadan affect how we spend our time, but how we spend our money. Research by Nielsen and Google conducted in 2017 and 2018 respectively took an in-depth look at how our shopping choices, media consumption and travel plans change during the Holy Month.

Media: Nielsen found that TV viewers across 11 major cities increase to an average of 7 mn per day from 5.9 mn due to more people tuning in around suhour time. Similarly, watch time on YouTube rises by around 40% during Ramadan, 17% more people go to the cinema and there is a 13% increase in radio listeners.

Shopping: The growth of online retailers allows us new insight into the consumption patterns of people throughout the year. Nielsen found that during Ramadan we tend to buy more food, home furnishings, clothing and traveling products. And thanks to Eidiya, smartphone ownership rose 7% in 2017.

Travel: Eid El Fitr is the most popular travel time for many Muslims, judging by the 54% increase in tourism and travel reviews. Hurghada appears to be the most searched destination within Egypt, followed by Sharm El Sheikh. Outside of the country, religious destinations seem to rise significantly during the holy month, with searches for Umrah doubling.

Enterprise is a daily publication of Enterprise Ventures LLC, an Egyptian limited liability company (commercial register 83594), and a subsidiary of Inktank Communications. Summaries are intended for guidance only and are provided on an as-is basis; kindly refer to the source article in its original language prior to undertaking any action. Neither Enterprise Ventures nor its staff assume any responsibility or liability for the accuracy of the information contained in this publication, whether in the form of summaries or analysis. © 2022 Enterprise Ventures LLC.

Enterprise is available without charge thanks to the generous support of HSBC Egypt (tax ID: 204-901-715), the leading corporate and retail lender in Egypt; EFG Hermes (tax ID: 200-178-385), the leading financial services corporation in frontier emerging markets; SODIC (tax ID: 212-168-002), a leading Egyptian real estate developer; SomaBay (tax ID: 204-903-300), our Red Sea holiday partner; Infinity (tax ID: 474-939-359), the ultimate way to power cities, industries, and homes directly from nature right here in Egypt; CIRA (tax ID: 200-069-608), the leading providers of K-12 and higher level education in Egypt; Orascom Construction (tax ID: 229-988-806), the leading construction and engineering company building infrastructure in Egypt and abroad; Moharram & Partners (tax ID: 616-112-459), the leading public policy and government affairs partner; Palm Hills Developments (tax ID: 432-737-014), a leading developer of commercial and residential properties; Mashreq (tax ID: 204-898-862), the MENA region’s leading homegrown personal and digital bank; Industrial Development Group (IDG) (tax ID:266-965-253), the leading builder of industrial parks in Egypt; Hassan Allam Properties (tax ID:  553-096-567), one of Egypt’s most prominent and leading builders; and Saleh, Barsoum & Abdel Aziz (tax ID: 220-002-827), the leading audit, tax and accounting firm in Egypt.