Thanks to the advanced "augmented reality" technology from Snapchat, the application is considered the most influential in the growth of the capabilities of the various business sectors in the Kingdom of Saudi Arabia, during the holy month of Ramadan.
Snapchat is an integral part of the culture of Ramadan and the habits of users of the application in the holy month. Because it has become a space for communication, inspiration, and self-expression, it must share with family and friends the sweetest and most precious moments, and this is what makes it a unique platform that helps businesses increase their impact and real interaction with their followers.
Most used app
Snapchat suggests that brands must not only locate the perfect place to reach their audiences at scale, but also offer immersive and impactful experiences across the entire consumer journey. During Ramadan, consumers are turning to the digital world; To meet three needs in their community, 'connect, inspire and express', which are the areas where businesses have the greatest opportunity to make an impact.
According to the 2022 Nielsen Study on Media Behaviors During Ramadan, Snapchat is the most used app at any time of the day during Ramadan in the Kingdom of Saudi Arabia; This is to enable its users to do everything on one platform, from chatting and maps to discovering new places, watching special Ramadan content, and sharing important moments with family and friends.
Compared to other social platforms, the usage rates of the application at Suhoor time reach 60%, 67% in the morning period, and rise to 72% in the middle of the day, 69% in the afternoon, 67% at breakfast time, and 69% during the evening period. In order to increase the impact of the growth of various business sectors in Ramadan, the average interaction of male and female users of the application with Snap Lenses exceeds 220 million times per day in Saudi Arabia, while 89% of users confirm that it is the platform through which they share their most important moments and celebrations. However, the most important information for business sectors is that The average daily view of stories on Snapchat in Saudi Arabia is nearly 10 billion.
augmented reality
In order to take advantage of the growth in sales of business sectors and provide completely different Ramadan experiences, 89% of users say that Snapchat lenses for augmented reality and filters make celebrations more memorable, and 87% confirm that the experience of shopping lenses made them more inclined to buy products for the celebration.
98% of Snapchat users say AR makes celebrations better, 89% say Snapchat AR Lenses and filters make celebrations easier to share, and 90% say they make their celebrations more fun than they can do in other apps.
Beauty and personal care
Snapchat is the most suitable place for business sectors to reach their audience significantly, which has succeeded in providing enjoyable and impactful experiences throughout the consumer / consumer journey, so it is seen as a major source of inspiration for obtaining reliable information about beauty and personal care products during the purchase planning journey.
According to a 2022 Ipsos study titled Ramadan Reimagining, commissioned by Snap, 63% of Snapchat users who buy beauty products in Ramadan primarily buy products for daily uses and personal care during Ramadan.
Consumers of cosmetic and personal care products during the holy month are interested in purchases, which was confirmed by the previous study, which indicated that approximately 50% of Snapchat users of both sexes plan their purchases at least a week before the beginning of the month, and they justify the application’s inspiration in In terms of products, 60% of beauty and personal care purchases are made in-store, compared to 39% of those who shop online.
Clothes and accessories
According to the aforementioned Ipsos study, purchasing consumers tend to go to social media platforms; To get inspiration and learn about the latest trends, and compared to all other platforms, Snapchat is one of the main sources of interaction and obtaining reliable information, and the results stated that when buying clothes and accessories, three quarters of purchases are planned at least a week in advance, which makes interaction with consumers early is essential.
Clothing and luxuries are personal products that are purchased mainly for daily use or self-care. About 25% of shoppers buy clothes as gifts or for donations, and when Saudi consumers decide to buy them in Ramadan, they are equally likely to make the online or in-store purchase.
Food delivery
When talking about this sector, the following question arises: What are the consumers of food delivery, both male and female, interested in during the holy month? 70% of shoppers via food delivery orders are for daily consumption, while about 30% are ordered as a form of self-care, and most delivery orders are made online, but 3 out of 10 purchases are still received in stores or restaurants in Ramadan.
In terms of delivery ads in the holy month, ads on Snapchat are more interactive, have higher credibility, and provide more inspiration to buy, compared to all other platforms, and for this reason, its users feel more willing to order food after watching ads on its platform.
Grocery purchases
The previous Ipsos study indicates that consumer items, such as daily commodities, enjoy a high consumption rate in the month of Ramadan. Most of the planning for purchasing these products takes place a week before purchase, while 7 out of 10 purchases on the same day, and 85% of grocery purchases are still made in stores. In addition, Snap is the first source of everything new in the grocery sector, and three-quarters of daily product purchases during Ramadan are allocated for daily consumption.
Home furnishings and decoration
At a time when consumers, male and female, want to decorate their homes on the occasion of the advent of the holy month of Ramadan, most of them plan purchases before announcing the sighting of its crescent, with 56% of them starting planning at least a month in advance, and the main motive behind buying furniture and decoration in the holy month is for daily use, but more than 60% of shoppers buy these products to gift friends, family and self-care. As for the method of purchases, male and female consumers are 2X more likely to make purchases in the store compared to online purchases.
luxury goods
With the increasing dependence of consumers on social media platforms for inspiration, ads on Snapchat are more interactive compared to other platforms, which makes its ads more attractive to male and female users in the Kingdom of Saudi Arabia, as most shoppers of these goods plan their purchase before Ramadan. And 50% of them start planning to do so a month in advance, which is why it is essential to start interacting with consumers early. Consumers of luxury products and goods also tend to buy them online or in store equally, so both are important points that must be activated.
technology
Consumers, both men and women, are always looking for inspiration. To keep up with the latest models and products, Snapchat is – for Saudis – the number one platform to get inspiration for buying, compared to other platforms (43% via Snapchat compared to 35% for other platforms on average).
As for planning purchases, most shoppers start planning to hoard technology products before Ramadan, and more than 40% indicated that they start planning more than a month in advance. And 25% (a quarter of shoppers) choose to gift what they buy to their friends or family, but most of them buy it for personal and daily use, or to pamper themselves on the occasion of the holy month. Both male and female consumers of technology products tend to purchase them online or in store equally.
Okaz (Riyadh)
