UAE users’ behavior trends during Ramadan 2017

 

Nadia Zehni, Director of Marketing at dubizzle

 

  • The platform recorded approximately 17 million visits during Ramadan – a 16 percent increase compared to the previous three months
  • Visitor traffic during Ramadan peaked at 1pm, compared to 11am throughout the rest of the year
  • More than 555,000 messages were exchanged through the Instant chat feature on the dubizzle app – an increase of 15.6 percent from the previous month

 

dubizzle, the leading classifieds platform in the UAE, reveals user trends, preferences and activities during the month of Ramadan. The platform recorded approximately 17 million visits from May 26 to June 24 –  a 16 percent increase compared to the previous three months.

The report highlights that users utilized the platform to look for both luxury and affordable items, spending an average of 15 minutes per visit – a similar amount of time browsing dubizzle compared to other months. UAE users spent a total of 255 million minutes on dubizzle during the holy month, which is equivalent to the time it takes to travel to and from Pluto 25 times.

Results show that visitor traffic during Ramadan peaked at 1pm, compared to 11am throughout the rest of the year. The lowest activity was recorded around 8pm (iftar time), then rose again during the evening hours until 2am, where activity fell until 10am. Naturally, visits to the platform during Eid (June 25) decreased by 22 percent compared to the average, highlighting Eid as a special occasion in which distractions are avoided and time is spent with loved ones.

Commenting on these trends, Nadia Zehni, Director of Marketing at dubizzle, said: “Ramadan is one of the most important periods of the year for Muslims, and it significantly impacts user behavior across all sectors in the UAE. The changes in lifestyle and internet consumption patterns during the fasting hours require companies to be adaptable and adjust their activities in line with trends. To make our product more relevant for users during Ramadan, we included an imsakiyah – otherwise known as the Ramadan calendar – on our mobile apps for the second year in a row, following last year’s success and positive feedback from users.”

During Ramadan, more than 555,000 messages were exchanged through the Instant chat feature on the dubizzle app, an increase of 15.6 percent from the previous month. The peak period for using the chat feature was at 10pm on Saturdays throughout the holy month.

Currently, 73 percent of all traffic on dubizzle comes from mobile devices, making it the most popular channel for the platform. The dubizzle app ranks as the #1 lifestyle app in the Google Play Store and in the top 3 shopping app in the Apple App Store in the UAE.

When looking into the most searched brands on dubizzle Motors this Ramadan, Mercedes-Benz, Porsche and Toyota were highlighted as the top three, showcasing a demand for luxury, fast and entry-level cars. Similarly, the most searched brands under the Items for Sale section of the platform were Bose, Ikea and Rolex – a combination of necessities and leisure goods.

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