The world spends approximately 10 billion hours daily on social media platforms, with 56.8% of the global population, or 4.8 billion people, having accounts on these sites. The average person has accounts on more than 9 different networks, with a daily usage rate of two and a half hours.
In the Arab world, statistics indicate that YouTube is the most widely used platform in the Gulf Cooperation Council countries, with 31.4 million users in Saudi Arabia by the end of 2021, according to Global Media Insights. This is followed by Instagram with 26.80 million users, and Facebook with 25.92 million users. In the United Arab Emirates, YouTube also leads according to Statista statistics with about 8.69 million users, followed by Facebook with approximately 7.85 million users, and Instagram with around 6.67 million users. In Egypt, Facebook is the most popular social media platform with 52.6 million users, marking a decline of about one million users since September 2021, according to Statista. It is followed by Facebook Messenger with 46.1 million accounts and Instagram with about 15.9 million users.
The figures confirm that social occasions and holidays do not keep people away from these networks; instead, they increase usage, especially after the outbreak of the COVID-19 pandemic in the past two years.
### Opportunities and Profits
With the arrival of the month of Ramadan, these networks are preparing for a season that will yield significant profits, as more people tend to browse these sites, relying on them for product marketing. A survey conducted by Facebook IQ, a subsidiary of Meta, in collaboration with YouGov during Ramadan last year, gathered opinions from over 13,000 people in 9 Arab countries, including Saudi Arabia, the UAE, and Egypt, titled "Ramadan and Eid." It examined how these platforms influenced shopping choices in the Arab world and consumers' inclination to try new products not available in their markets.
Evidence suggests that Muslims' celebration of Ramadan presents a marketing opportunity for retailers, according to a Forbes report from 2019. Data collected by Webpals Inc in collaboration with a major e-commerce retailer in the Middle East indicate that consumer behavior during Ramadan differs from other times. Traffic during Ramadan increased by 230%.
Moreover, users are not limited to shopping only; they make purchases as well. Social media activity peaks at night, with an increase reaching 200% around 3 AM. The percentage of young users in Saudi Arabia using the platform to follow celebrities rose from 25% in 2020 to 37% in 2021.
In 2021, 38% of Saudis expressed interest in finding new food recipes on Meta. The percentage of those congratulating Ramadan on Meta in the UAE rose from 30% to 52% between 2020 and 2021. Research showed that about 64% of shoppers across the UAE were eager to try brands from outside their own borders, with 55% of them likely to make a purchase if the advertisements captured their interest. The study confirmed a growth in consumers' spending on online shopping during Ramadan compared to previous years.
Furthermore, the percentage of youth (born in 1997 and later) using Meta to view celebrity videos increased from 26% in 2020 to 41% in 2021, while the percentage of those seeking new recipes in the UAE rose from 25% in 2020 to 52% in 2021.
In Egypt, the percentage of those congratulating Ramadan on Meta increased from 28% to 59% from 2020 to 2021. The percentage of young people sharing their experiences on Meta jumped to 53% in 2021, and 56% expressed a desire to spend time using Meta in 2021, which is twice the percentage noted in 2020.
While the majority of Egyptians prefer to search for purchases online, the actual shopping percentage through stores reached 68% in 2021, reflecting only a 2% increase from online shopping. At the same time, 55% have adjusted their daily routines during Ramadan, with 41% focusing on self-improvement for their minds and bodies.
