Consumers are shopping more online during the Ramadan season, as well as searching for more related items during the festive season. This is in line with the pandemic-induced rush towards e-commerce, supported by brands’ push on social media.
These insights are according to short-form video and social app TikTok. The firm highlighted that in Malaysia, Ramadan shopping habits have changed, and that 28 percent of consumers shop more online, while 23 percent buy more each time. This shift comprises a wide range of items from consumer technology to prayer essentials:
- 3.7x increase in search for sarong
- 1.5x increase in search for prayer mats
- 2x increase in search for tablets
- 4x increase in search for smartphones
Unsurprisingly, this means that consumers are spending more time online, with close to 3.5 billion minutes spent on shopping apps during the Ramadan season.
Imran Khan, Marketing Communications Manager, SEA says, “As we close in on an entire year of adapting to the new normal, we see that the spirit of Ramadan lives on in spite of social distancing and imposed movement control orders nationwide. Regardless of the situation, people still turn online to help them celebrate Ramadan and Hari Raya. This same sense of camaraderie and togetherness is also seen within our diverse community of users through challenges like #kongsikebaikan, where TikTok users inspire each other in contributing back to the community, all in the spirit of Ramadan.”
During the Ramadan season last year, user engagement on TikTok rose 12.5 percent on average, with 52 percent of users saying they learn about new products via brands’ video ads on TikTok.
“We’re seeing a high level of user engagement on the platform, 90 percent of TikTok users have seen ads on TikTok, and more than half (56 percent) of these search for more information about the ad they’ve just watched. Engagement is increased by 43 percent for brands that advertise, while 33 percent talk about the brand/product with people they know. This just goes to show the type of tangible impact that these ads can have on our community of diverse users,” said Khan.
“This presents an opportunity for brands to connect with their audience on a deeper level, the reason behind this is simple. Ads are meant to be joyful and immersive, and we see this on TikTok, where the best performing ads are the ones that provide users with useful, authentic, entertaining and educational content,” he added.