7 types of ramadan audiences that every marketer needs to know

Last year, Ramadan synchronized with the spread of COVID-19, and this resulted in drastic changes in the behavior of consumers throughout this holy month with regard to media consumption, particularly the digital media.

With the exponential digital shifts during the pandemic outbreak, the Internet was the only outlet for social rapprochement at the time when almost all forms of traditional social gatherings, whether indoor or outdoor, have ceased; in application of social distancing policy.

Last Year, Ramadan witnessed several shifts in the consumer’s behavior. With analysis of these indicators and matching them with the consumer behavior trends under the continuance of pandemic, the “Google Inshights” has issued a recent report referring to 7 Ramadan characters representing different segments of audience this year.

These characters were divided into two types: The first type: the traditional personalities and they are four: foodies, spiritual fasters, entertainment lovers, and finally the Ramadan Shoppers. The second type: which appeared recently due to new habits developed during the pandemic, and they are three: seekers of mental refuge, escapists, and seekers of progress.

The report provided marketers with a guide to help them understand consumers with the 7-referredto personalities, and how to engage with them digitally during this holy month.