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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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Prioritising Security: The Bedrock of Stronger Workplace Collaboration in Nigeria

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By Kehinde Ogundare, Country Head, Zoho Nigeria

In Nigeria’s dynamic and often demanding business landscape, robust workplace collaboration is no longer a luxury—it is a necessity for sustainable growth and resilience. As per a study, 86% of employees believe that a lack of collaboration can lead to workplace failures; its significance cannot be overstated. As enterprises in 2025 increasingly adopt digital tools to enhance teamwork, one critical foundation must support this transformation: unwavering security.

Today, the need to prioritise security goes far beyond protecting sensitive data. It is about fostering trust and laying a solid foundation upon which effective, innovative collaboration can thrive—especially in an era marked by ever-evolving cyber threats.

Security: The Hidden Pillar of Effective Collaboration

Collaboration flourishes in an environment grounded in confidence and safety. When employees trust that their tools are secure against the sophisticated cyber threats of 2025, they are more likely to share information freely and engage deeply. A secure environment nurtures the psychological safety required for open and meaningful contribution.

Conversely, environments that lack adequate security measures not only deter open collaboration but also expose businesses to data breaches, operational disruptions, and the erosion of client and stakeholder trust—risks no forward-thinking enterprise can afford.

Therefore, security must be treated as a core strategic priority rather than an afterthought. This involves implementing best practices such as strict data access controls based on the principle of least privilege and comprehensive data protection measures—encryption, vulnerability management, and safeguarding data at rest, in transit, and in use. Such a commitment becomes the foundation for enduring, high-performing collaboration.

Integrated Platforms: Enabling Secure, Seamless Collaboration

Striking the right balance between agile collaboration and stringent security requires a deliberate, policy-driven approach. Nigerian businesses should adopt integrated platforms where security is built into the very core of the solution. These platforms offer a unified environment for communication, project management, and data sharing—underpinned by a comprehensive data security policy that includes clear protocols for data handling, processing, and privacy.

Here, the value of an all-in-one, inherently secure software suite becomes evident. Solutions that are both affordable and designed with embedded security features empower businesses to protect critical data while facilitating efficient teamwork. Features like data classification, minimal storage of sensitive information, and built-in compliance tools ensure that security is always active—shielding organisations from complex modern threats.

Moreover, these platforms streamline communication and task management, reducing meetings considered ineffective. By providing coordination and information flow, they foster stronger collaboration and drive sustainable growth in Nigeria’s competitive market.

Building a Secure Future for Collaboration

The path to truly collaborative workplaces begins with an unshakable commitment to security. It is an investment that yields significant returns in the form of increased efficiency, stronger team cohesion, and increased stakeholder trust.

For business leaders, the mandate is clear: make security an integral, non-negotiable element of your collaboration strategy. Doing so not only protects your present operations from an increasingly hostile cyber landscape but also establishes a resilient foundation for future innovation and growth.

The future of work in Nigeria is undoubtedly collaborative. Its long-term, however, will be determined by how securely that collaboration is built and maintained.


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CCPT Dismisses Class Action Suit against MultiChoice over Tariff Hikes

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Competition and Consumer Protection Tribunal (CCPT) in Abuja has dismissed a class action suit filed by one Uche Diala and 961 other DStv and GOtv subscribers against MultiChoice Nigeria and the Federal Competition and Consumer Protection Commission (FCCPC), citing lack of jurisdiction.

CCPT Dismisses Class Action Suit against MultiChoice over Tariff Hikes

The suit challenged MultiChoice’s subscription price increases in November 2023 and May 2024, which the claimants described as arbitrary, exploitative, and unfair.

Diala and others sought to reverse the hikes and compel the company to adopt a more flexible billing model, such as a pay-as-you-view system used in other countries like South Africa.

They also accused MultiChoice of price discrimination against Nigerian consumers.

MultiChoice, through its counsel, raised a preliminary objection, arguing that pricing decisions do not fall within the tribunal’s remit and that the suit was improperly filed as a class action without first seeking the tribunal’s leave.

In its ruling on Thursday, the tribunal’s three-member panel led by Justice Thomas Okosun held that the core issues raised, which were pricing and tariff regulation, fall under the exclusive purview of the executive branch, particularly the President, as stipulated under the Price Control Act.

“The issue of price regulation is a matter that falls within the exclusive purview of the President of the Federal Republic of Nigeria,” Okosun stated.

While the tribunal acknowledged it holds both original and appellate jurisdiction under the FCCPC Act, it emphasized that such authority does not cover general price control unless abuse of market dominance is established—a point the claimants failed to prove.

On the procedural matter of filing a class action without prior approval, the tribunal noted that although it is ideal to obtain leave, failure to do so was not fatal in this instance since the claimants demonstrated a shared grievance and common interest.

Nonetheless, the tribunal upheld MultiChoice’s objection, ruling that it lacked jurisdiction to adjudicate the matter.

“The preliminary objection of the first defendant succeeds,” the panel held. “This suit is accordingly struck out for want of jurisdiction.”

This ruling follows a similar outcome on May 8, when a Federal High Court in Abuja upheld MultiChoice’s price increases after the company sued the FCCPC.

In that judgment, Justice James Omotoso declared that the FCCPC lacked the authority to fix or suspend subscription rates.


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MultiChoice Nigeria Slashes Decoder Price by 50 Percent, Offers Free Upgrades

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MultiChoice Nigeria has slashed the price of its DStv decoder from N20,000 to N10,000, representing a 50 percent drop, in a aim at attracting attract more customers and curb declining subscriptions.

MultiChoice Nigeria Slashes Decoder Price by 50 Percent, Offers Free Upgrades

The campaign, titled “We’ve Got You,” was launched on June 16 and will continue until July 31.

Also, as part of its efforts to ease economic pressure on households and improve access to digital TV services, the campaign offers a free upgrade for both active and returning customers.

Speaking on the campaign, John Ugbe, chief executive officer (CEO) of MultiChoice Nigeria, said the initiative reflects the company’s commitment to rewarding loyalty and enhancing daily viewing experiences.

“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe said.

“The ‘We’veGot You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.

“By repositioning itself as a platform for daily value, DStv aims to encourage content discovery across a wider array of genres, including movies, drama, kids’ programming, and news.

“This means more channels, more shows, and more reasons to tune in every day.”

The development comes amid MultiChoice Nigeria’s legal battle with the Federal Competition and Consumer Protection Commission (FCCPC) over price hike.

 


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