Ramadan Consumer Behavior & Online Applications

Ramadan is the month of fasting, prayers, enlightenment, kindness, forgiveness, and charity. It holds deep meaning for Muslims.
With approximately 1.9 billion followers of Islam around the world, Muslims speak many different languages and live across regions including
Afghanistan, Pakistan, Iran, Western Sahara, Africa, the Middle East, and Asia.

During Ramadan, consumer behavior changes significantly. This year, in particular, social distancing has reshaped purchasing behavior.
Mosques have been closed and gatherings have decreased, leading to more digital engagement.
For businesses, this transformation presents an opportunity to adapt — by offering products and services tailored to people’s unique needs during this sacred month.

The Rise of Online Applications During Ramadan

Ramadan 2020 marked a turning point in how people used online applications. In this article, we explore key audience personas, trending habits,
and the flourishing online platforms that defined Ramadan 2020 — and what these insights mean for your business.

The 6 Personas During Ramadan

Your audience during Ramadan can be divided into six main personas:

• The Dedicated Watchers: Spend more time watching videos, games, and ads on mobile.
• The Devoted Fasters: Seek spiritual online content, prayer guides, and Quran-related apps.
• The Foodies: Search for suhur and iftar recipes and restaurant options.
• The Groomers: Focus on fitness and appearance during Ramadan gatherings.
• The Travelers: Plan Eid trips and vacations (though not applicable during pandemic years).
• The Gifters and Shoppers: Look for Eid gifts and online shopping deals for family and friends.

Additionally, two new personas have emerged in recent years:

• Online Seekers: Search for virtual substitutes like video conferencing tools or VR experiences for social gatherings.
• The Makers: Prefer to create things themselves, searching for “how-to” tutorials instead of buying ready-made products.

Top 4 Habits Performed More Often During Ramadan

• Watching more TV series and YouTube videos.
• Learning new skills through online tutorials and DIY videos.
• Playing online games — as exams are postponed and many people work from home.
• Researching product reviews and buying beauty, skincare, and workout products online.

Flourishing Online Application Types During Ramadan

1. Religious Applications

As Ramadan emphasizes spirituality, Muslims use applications for Quran readings, prayer reminders, charity donations, and Emsakya (Ramadan timing calendars).
Religious and lifestyle apps see a significant rise in downloads during this time.

2. Grocery Applications

Grocery delivery apps become essential, especially under social distancing conditions. People prefer ordering from home rather than visiting hypermarkets.

3. Food Delivery Applications

Apps like Glovo and Otlob (now Talabat) are heavily used during Ramadan.
Since dine-in options are limited, delivery requests for iftar and suhur meals significantly increase.

4. Online Shopping Platforms

With physical stores less frequented, e-commerce thrives. People buy hygiene products, cosmetics, grooming kits, sports gear, clothes, and books.
The shift to digital shopping opens new opportunities for localized online stores.

5. Media Production and Television

Families traditionally gather during iftar to watch TV series and Ramadan programs.
As media consumption spikes, streaming platforms and video-on-demand services experience huge traffic increases.
Here, media localization plays a key role — people prefer watching shows in their native languages, making localization essential for audience engagement.

6. Gaming Platforms and Applications

Many turn to gaming during their free time in Ramadan. Popular platforms such as Steam, Origin, Discord, and Uplay
see increased activity. Localizing your game into multiple languages makes it more accessible and helps attract a broader player base.