People are adopting new technology to observe timeless traditions in modern ways. Results of an online survey by Facebook show that 57% of respondents observing Ramadan.
Almost three quarter of respondents (71%) agreed that mobiles helped them stay more closely in touch with friends and family during the holy month. Being connected is important, most respondents agree (68%), as it helps them know more about what is happening during Ramadan.
Facebook commissioned Kantar to conduct an online quantitative research study in Indonesia, Turkey, USA, UAE, Egypt, Pakistan, UK, France and Nigeria to understand how people observe Ramadan and how their daily routines change during the holy month.
The research was conducted in April 2019 and included 954 respondents from Pakistan.
Majority of Pakistani respondents (99%) agreed that Ramadan is more important when compared to other occasions with 94% of Pakistani parents saying it is important to share traditions with their children.
Eighty per cent of respondents agreed that they experience a stronger sense of community during Ramadan.
This is also reflected in the way that Pakistanis use social media during Ramadan. Eighty-five per cent of Pakistanis surveyed said they use the Facebook Family of Apps during Ramadan, with WhatsApp emerging as the most used service with 73% of respondents using it during Ramadan.
“The key takeaway is that Ramadan is a time of great spiritual importance and community and that technology is increasingly integrated into rituals for the holy month.”
It also has an important social side and brands have an opportunity to forge meaningful connections with their audiences at this time through inspiring and relevant content,” said Ali Khurshid Ahmed, Client Partner-South Asia, Facebook.
According to the survey, 40% or respondents prefer Facebook as a channel for communication with 33% being open to communication on WhatsApp and 15% being open to a brand approaching them on Instagram.