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Meta Research Reveals Trends and Behaviours of Consumers During Ramadan

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Ramadan is unlike any other time of year. It is a season of transformation that changes the behaviours and attitudes of many people around the world and provides them with a renewed sense of purpose.

This global season of reflection and introspection is observed by almost two billion people around the world, fasting daily and connecting with friends and family. Gifting and shopping are also a big part of the Ramadan season and as a result, many discoveries are taking place across borders because of the shifts in people’s openness to explore new things during Ramadan.

 Elizma Nolte, Head of Marketing, Africa at Meta said: “Ramadan is a time of transformation and celebration for people around the world. By enabling easier discovery, reducing friction and delivering messaging that feels inclusive and representative, brands can meaningfully connect with this diverse community of observers and shoppers.”

To better understand the behaviours of people who observe Ramadan and who shop for this season, Facebook IQ, Meta’s Insights and Research division, in partnership with YouGov, a global public opinion and data company, has unveiled findings of a study conducted during Ramadan 2021  titled ‘Ramadan and Eid Study’, with over 18,000 respondents across twelve countries including Nigeria. Approximately 1,500 interviews were completed with samples that were representative of the adult online population across age, gender and region in each market.

 The research highlights the booming e-commerce industry is significantly driving the digital economy in Nigeria. Here are four tips for Nigerian businesses to leverage shift in mindsets and effectively unlock new opportunities for discovery during the season:

 ●        Discover how people support businesses during Ramadan

The theme of giving back is deeply rooted in Ramadan. People are increasingly giving back with time and money – and this extends to local businesses too. 86% agree that brands should find ways of giving back during Ramadan. As people personally contribute to their communities, they increasingly expect the same of businesses. They want brands to express their values, speak authentically and stand up for causes they care about. In fact, the research also shows that 71% of survey respondents in Nigeria became more interested in a brand after learning about their business practices. That is why brands must raise awareness of their support for local businesses and the community during the month of good in a clear and simple way. During Ramadan, 50% of respondents say that they show support for local businesses by following or liking their business page on social media. 49% of respondents say that they support local businesses by making a conscious effort to purchase from them while 48% of respondents recommend small businesses to family and friends. By leveraging this information, local businesses can better position themselves to be discovered during the #MonthOfGood, giving them an opportunity to drive commerce and reach new audiences.

 ●        Learn about content preferences

During Ramadan, people look to Meta services like Facebook and Instagram to connect with online communities, stay entertained and learn new things. They also desire inclusive and representative Ramadan content from brands on Instagram and Facebook. The research shows that 96%  of survey respondents in Nigeria are open to brands/businesses advertising to them on Facebook or Instagram during the Ramadan/Eid al-Fitr season. While the majority of the respondents would like to see content that is informative, authentic, inspiring and creative, 49% of respondents say that they would also like to see content that updates them on latest offers and discounts. Knowing this, businesses can leverage Meta services to reach new audiences and unlock opportunities for commerce.

 ●        Explore partnerships with Creators and Influencers

Creators offer a new source of credibility.  Amongst the Ramadan observing and shopping community surveyed in Nigeria, 53% agreed that public figures and celebrities influence their purchasing decisions as they offer impartial advice. Interestingly, 77% of these respondents also say that following these public figures is a great way to discover new trends. With the world of creators predicted to grow by another $4.1billion this year alone, now is the time for brands to engage and partner with creators to help reach new audiences in an authentic way and should explore collaborating with creators who can inspire, generate deals and announce trends.

 ●        Explore purchasing behaviours

There is a need for businesses to dive deeper into how people evaluate and make purchases for the season and what factors inform those market decisions. The demand from shoppers online is greater than ever as they spend less time shopping in physical stores during the month of Ramadan. 88% of respondents say online shopping is the easiest way to discover products, indicating a 4% increase from 2020. This shows that more people have embraced online shopping as the preferred alternative for making purchases during Ramadan.

The research shows 82% of respondents agreeing that Facebook and/or Instagram helps them discover new products and services during the Ramadan season with 72% of respondents buying products this Ramadan that they first discovered on Facebook and/or Instagram. 74% of the respondents also confirmed they would try new brands when they shop e-commerce and retail. This means that brands must leverage the different purchasing behaviours during the month of Ramadan and adapt their business to reach the right audience online, where they are most likely to be found.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Subscriber Withdraws Suit against MultiChoice, FCCPC over Price Hike

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Festus Sanmi Onifade, subscriber and legal practitioner, has withdrawn his lawsuit challenging alleged unfair price hikes by MultiChoice Nigeria Limited, filed at the Federal High Court in Abuja.

Subscriber Withdraws Suit against MultiChoice, FCCPC over Price Hike

Also listed as a defendant in the suit is the Federal Competition and Consumer Protection Commission (FCCPC).

In a notice of discontinuance, dated April 1, 2025, the claimant formally informed the court of his decision to wholly withdraw the suit, marked FHC/ABJ/CS/363/2025.

However, the notice, signed by Onifade, did not advance reasons for the withdrawal.

Onifade had earlier approached the court to challenge what he described as an unfair and unjust price increase announced by MultiChoice Nigeria, slated to take effect from March 15, 2025.

In the originating summons, he asked the court to determine, among other things, whether, given Section 128 of the Federal Competition and Consumer Protection Act, 2018, and other relevant laws, the notice of the impending price increase issued by the first defendant was not unfair, unjust, grossly inadequate and a breach of his consumer rights; whether, considering the subsisting appeal in MultiChoice Nigeria Ltd & Ors v. Festus Onifade & Ors, the defendant was not stopped from further increasing the price of its services.

The suit centred on legal tussle between Onifade and MultiChoice over price hikes, which the claimant insisted were being implemented in defiance of regulatory standards and without adequate consumer engagement.

 


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Starlink, DStv, Others Pay “Peanuts” to Operate in Nigeria- Minister

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Uche Nnaji, minister of Innovation, Science and Technology,
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Uche Nnaji, minister of Innovation, Science and Technology, has, said that the federal government has been exploring measures to curb the growing exploitation of satellite technologies, lamenting that Starlink, DStv, and a few other service providers pay ‘peanuts’ to operate in Nigeria.

Starlink, DStv, Others Pay “Peanuts” to Operate in Nigeria- Minister

According to him, some foreign investors have been known to find a way to bypass the system and deprive the government of its mandatory revenues.

The minister made the revelation at a stakeholders’ Workshop on Space Regulation organised by the National Space Research and Development Agency (NASRDA) in Abuja.

Addressing the gathering, Nnaji noted that if the regulation of space is properly handled, it would not only boost revenue, it will also whittle down the growing activities of pipeline vandals, insurgents and criminal groups.

He said, “In the near future, we will move from the $ 1 trillion economy to $ 5 trillion. So with this space regulation and licensing. Starlink and most of them, including DSTV will come here, some will pay peanuts and shortchange Nigerians. These are part of what we want to address through this space regulation and license.

“You can be sure that yearly, if we are going by what my capacity DG of NASRDA has said, we will be looking at over N200 billion annually, with annual increment of 18-20 per cent. This is just one of the initiatives coming out of the agency.”

Continuing, Nnaji said the era of satellite pay-tv or radio losing signal when it is raining will soon be a thing of the past.

The minister said they have discovered some service providers are not operating on the right bandwidths hence the loss of signal when there is a change in weather.

“All these challenges of your TV or radio not working or losing signal whenever it is raining are because the DSTV and the likes are not hosting their equipment at the right bandwidth. They will host it at the lower bandwidth, where they will not spend money on the higher bandwidth.

“But with the regulation, we will force them to move it up to where it’s supposed to be. Because if you move it up to where it’s supposed to be, you won’t have any of those problems of losing signal as soon as it starts raining. So this is part of the many reforms that are going on under this very capable man, Dr. Olumide Adepoju.

 


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Nigeria Eyes $20Bn Annual Revenue from Space Economy – Minister

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Federal government has announced its target of generating over $20bn annually from Nigeria’s rapidly evolving space economy, leveraging a newly launched space security platform and comprehensive regulatory reforms.

Nigeria Eyes $20Bn Annual Revenue from Space Economy – Minister

Speaking at the launch event in Abuja on Tuesday, Chief Uche Geoffrey Nnaji, minister of Innovation, Science and Technology, unveiled the government’s strategic plans to capitalize on space technologies for national revenue generation, particularly in key sectors like oil monitoring and maritime surveillance.

“With space-based surveillance, we can detect vessels entering Nigerian waters—even those that switch off their transponders to evade detection. We’ll be able to track them, ensure compliance, and collect the appropriate fees. This initiative alone could yield over $20 billion annually,” he said.

The Minister emphasised that Nigeria’s space economy is no longer a futuristic dream but a present-day economic lever.

“Space is no longer the domain of dreamers alone—it is now the frontier of serious business, innovation, and national security,” he declared.

“Our task is clear: to establish a transparent, well-regulated ecosystem where public and private actors—from startups to established institutions—can thrive,” he added.

The new space security platform is tied to the enforcement of Nigeria’s 2015 Regulations on the Licensing and Supervision of Space Activities.

Section 4(1), mandates that no one “shall carry out activities to which the Regulations apply except under the authority of a license granted by the National Space Council.”

These regulations aim to hold local and foreign operators—such as Starlink and DSTV—accountable under Nigerian law.

“Currently, some pay appropriate fees, while others contribute minimally, shortchanging Nigerians. This new regulatory framework will address that imbalance,” Nnaji stated.

Dr. Matthew Adepoju, director general, National Space Research and Development Agency (NASRDA), echoed the Minister’s sentiments, highlighting the economic, security, and youth empowerment potential of the sector.

“Nigeria must remain a forward-thinking nation. We must ensure that space activities within our jurisdiction are properly regulated, commercially optimized, and aligned with international best practices,” Adepoju said.

According to NASRDA, Nigeria can generate about N200bn annually from space-related activities, with potential growth rates of 18–20 per cent per year.

The workshop, which gathered key stakeholders from government, academia, and the private sector, marks a pivotal shift in Nigeria’s approach to space as a tool for development.

It also underscores the urgency to reform existing legal frameworks.

Dr. Olisa Agbakoba, legal expert, who also spoke at the event, criticized Nigeria’s outdated space laws.

“Our current laws are outdated. The NASRDA Act is not a true space law. We need a clear economic strategy for space, legal reform, and an updated National Space Policy,” he said.

Agbakoba proposed creating a Center for Space Law and emphasized that space should contribute at least 2% to Nigeria’s GDP.

“Let’s learn from countries like the UAE. Why not aim for Nigerian astronauts—male and female?” he asked.

Mrs. Esuabana Asanye, permanent secretary of the Ministry, while unveiling the new NASRDA logo, positioned the current phase as a new era in Nigeria’s space journey: “We are now turning the page from the first 25 years, and ushering in a new era—one that will redefine Nigeria’s presence in space.”

 


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