Ramadan
Egyptians spent 390 million minutes browsing OLX during Ramadan
OLX Egypt, the leading online classifieds platform, reveals the first of its kind report after monitoring user’s activities throughout the holy month of Ramadan.
OLX platform analyzes users’ behavioral patterns and the platform’s usage peak hours compared to last Ramadan in 2016 through immense amounts of data and statistics available.
Through this report, OLX aims to educate companies and individuals working in the technology and Internet industry about the impact of the holy month on the characteristics of users.
This year, Ramadan started on the 26th of May and ended on the 24th of June 2017. During this period, OLX Egypt had nearly 5 million users on its platform, representing a 55% increase compared to Ramadan 2016 (June 6 to July 5), as they’ve spent an average of 13 minutes per visit browsing the platform’s various sections for property, cars and used items (including Electronics & Home appliances, Kids & Babies, Mobile Phones, sporting goods and bikes, books, Home and Garden), jobs and services. In addition to that, OLX had around 30 million visits to its platform, in other words, Egyptians spent 390 million minutes during this month on OLX.
Commenting on the results of this report, Momtaz Moussa, General Manager of OLX Egypt, said:
“Many companies consider Ramadan to be one of the most important and critical months in terms of influencing users’ behavior and activities in Egypt, as it reflects a new pattern that may help companies focus on updating or adjusting their activities to suit users’ needs during this month. Despite the changes in seasonality, our direction as OLX Egypt does not change, as we remain observant of the fundamental driving behaviors of our users and take these as guidelines that inform our product and marketing strategies.”
Therefore, the results showed that the peak time for browsing during the month of Ramadan this year was at 3:00 pm, while the least active time was during Iftar time at around 8:00 pm. Traffic increases once more during the evening and decreases past 2:00 am until 10:00 am.
It is worth mentioning that the visiting hours to OLX platform this year during Ramadan was very similar with last year’s results, which reflects a certain behavior that users are accustomed to during the holy month of Ramadan.
In the same context, the latest research and statistics done by Facebook in the Middle East and North Africa showed a significant increase in mobile usage during the holy month of Ramadan, with more than 70% of the population in the Middle East owning a smartphone and relying heavily on it during the season for entertainment, e-commerce and other applications related to the month of Ramadan.*
78% of OLX Egypt current traffic comes from Mobile, making it the most popular channel, as more than 517 thousand messages were exchanged through the Chat feature. Also, Chat’s peak hour was at 3:00 pm during the holy month of Ramadan.
OLX also monitored visits to its platform during Eid Al-Fitr on June 25, which indicated that visits decreased on this day by 20% compared to a normal day during the month. Undoubtedly, Eid day is always dedicated to spending time with loved ones, and users try to avoid any distractions.
In December 2016, OLX Arabia app was ranked Egypt’s number one shopping app in App Store and Google Play. As for the general app ranking for all categories, OLX Arabia is among the top 10 apps in Egypt at App Store and Google Play.
TikTok has launched a Ramadan-inspired video series to present data and insights related to the Holy Month on the platform in a fun and interesting way. TikTok took a creative approach to deliver this narrative, integrating the numbers into “mousalsalat” style episodes akin to the TV shows that are so popular during Ramadan.
Connected through one storyline, the mini-series called “أرقام بينحكى فيها” which translates in English to “Numbers Worth Remembering,” sheds light on how brands of all categories can drive results on TikTok. The series follows the story of the main hero, who knows key insights by heart as they help him navigate tricky situations throughout the six episodes.
Each episode was developed to focus on key verticals, including automotive, online retail, consumer goods, food and beverage, beauty, and luxury.
Key figures and insights highlighted in the series include:
- 80% of people develop a positive opinion about car advertisements on TikTok, based on research by Walnut Unlimited.
- 72% of users on TikTok look for product reviews and unboxings based on data from IPSOS.
- Last year, Ramadan recipes on TikTok received 564 million views in MENA, based on internal data.
- 57% of TikTok users get inspired by content creators to try new household products during Ramadan, based on findings from IPSOS.
- 67% of users discover and find inspiration for luxury products on TikTok, based on research by Redseer.
Commenting on the series, Elias Walid Bassil, Head of Business Marketing & Creative Strategy for Consumer, Retail, ECOM – MENA at TikTok, said:
“This year, TikTok is encouraging brands to #BelongDifferently during Ramadan, and our video series proves that we are practicing what we preach. Following the principle of “show, don’t tell,” we make data and statistics entertaining and memorable through short-form video storytelling. The cherry on top is that we are presenting the mini-series in a format relevant to the region and occasion, namely “mousalsal” style episodes, which resemble the beloved Ramadan TV series. We hope marketers in the region find this series enjoyable and useful as they begin activating their Ramadan campaigns.”
TikTok MENA launched its Ramadan campaign “Katar Khairak” which translates as Spread Kindness. The campaign encourages users on and off the platform to recognize people who champion kindness in their daily lives.
The regional campaign is spearheaded by superstar Nelly Karim and TikTok content creators Ahmed Sabry, Youssef Magdy, Nancy Zidan, Rand Majali, Mohammed Sweidan, and Hadeer Hameed.
@tiktokmena شاركونا في هذا الشهر الفضيل واستعملوا خاصية الستيتش لنسلط الضوء على ناس يستحقون كل الشكر والثناء #StitchKindness #كتر_خيرك
The campaign Moto on TikTok was “Join us in this holy month and use the “Stitch” feature to shed light on people who deserve all thanks and appreciation,” and it gained 454.4M views.
@tiktokmena شاركونا في هذا الشهر الفضيل واستعملوا خاصية الستيتش لنسلط الضوء على ناس يستحقون كل الشكر والثناء #StitchKindness #كتر_خيرك
Fresh Egypt, a Home Appliance company kicked off its Ramadan campaign with a 1:43-minute Ad promoting the company’s products. Starred by Ruby and Mahmoud El-esseily.
The Ad gained more than 600L views on YouTube and over than 1.2M views on Facebook. Fresh Egypt Ad caught the audience’s attention with its beautiful rhythmic song, saying, “because everything is much better when it’s fresh, make your life fresh and day delightful.”
Some people described it as one of the most beautiful ads this Ramadan, especially Ruby and Mahmoud El-esseily fans. Although it’s a bit different than last year’s ad that was performed by Ruby and Dina El-Sherbiny went viral in a split second.
Watch last Ramadan’s Fresh Ad featuring Ruby and Dina El-Sherbiny.
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