Meta annual study reveals behavioural insights on Egypt observers, shoppers during Ramadan

Meta annual study reveals behavioural insights on Egypt observers, shoppers during Ramadan

Ramadan is a global moment observed by almost two billion people. Falling on the ninth month of the lunar Islamic calendar, it’s a time widely associated with fasting, prayer, and reflection – culminating with the celebratory feast of Eid.

To better understand the behaviours of people who observe Ramadan and who shop for this season, Meta has released the results of its annual global consumer research titled “Meta Ramadan Moment Study”. The study was conducted in partnership with YouGov during Ramadan 2022 with over 18,000 adults in 12 countries, including Egypt, UAE and Saudi Arabia.

At its core, Ramadan is a time for community and kindness. It’s the single kindest moment on Meta technologies, with over 7.8M interactions containing the word “kindness” taking place on Facebook on the final day of Ramadan last year.

On Instagram, there were over 13.4M interactions mentioning togetherness, connection and community during the month-long period, while 88% of surveyed shoppers or observers in the Egypt said they like to see content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid; in addition to 82% of shoppers or observers in Egypt participated in charitable activities during Ramadan and Eid.

Fares Akkad, Meta’s regional director for