What are Egypt's trends during Ramadan?

CAIRO - 10 May 2019: During the Holy Month of #Ramadan, people from around the world connect via Twitter to discuss trends in real-time.

From prominent Egyptian TV drama and faith, to food and shopping, discussions of all varieties take place during Ramadan, keeping everyone updated with #WhatsHappening in the moment.

With #Ramadan having officially kicked off, Toluna conducted an online survey with Twitter users in Egypt to help understand the general shifts in behavior that lead to increase in activities including exercising, browsing social media, visiting family and friends and shopping.

A key insight resulting from the survey is that users in Egypt become more value-driven than brand-loyal during Ramadan, meaning that they tend to be affected by brand offers instead of buying their usual products.

Consequently, 87% revealed that they explore and try new brands and 82% believe their overall spending during Ramadan is higher in comparison to the rest of the year.

Finally, 89% admit that discounts and promotions impact their purchases, especially when it comes to food and beverages.

Curious what Egyptians spend their money on during the month? Below are the top categories for intended purchases during Ramadan:

- Clothing/fashion accessories
- Perfumes/beauty products
- Mobile phone/laptop/tablet
- Home appliances/electronics

No surprise there, another insight found is that TV content is king during the holy month, but not exclusively viewed on a ‘TV screen’.

Almost 52% of Twitter users in Egypt believe they watch more TV than usual during Ramadan with the high majority of 76% watching TV to follow Egyptian series. Also, Twitter is the ultimate second screen to Ramadan’s TV shows or its users.

Egypt’s top three most sought-after content genres on Twitter are religious (63%), comedy (59%) and entertainment (58%).

Moreover, 94% of users in Egypt intend to use Twitter while watching TV during Ramadan with 40% Tweeting about what they’re watching, 53% reading other people’s Tweets about what they’re watching, 52% discovering which shows to watch and 16% using Twitter while watching TV, but not in relation to what they’re watching.

#RamadanKareem and we wish all Muslims a blessed #Ramadan.

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