DIGITAL MARKETING AGENCY. Ramzan & Eid. Digital Opportunities

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1 Ramzan & Eid Digital Opportunities

2 192 Million PAKISTANI 96.4% MUSLIMS 30+M ARE ONLINE 50% access internet from mobile devices

3 The Internet Penetration & Key Pakistani Facebook Statistics 25 million broadband users in Pakistan. 30% of total online population uses Facebook. 20+ million 3g/4g users. With over 124 million mobile subscribers, 33% of Mobile users access Facebook via smartphones. On Facebook 2/3rd majority of Pakistani audience are below 24 years of age. 71% are male and 29 % are female users in Pakistan 60% of internet population interact with brands online. Nearly half of the Facebook users log on between 6 PM till Midnight.

4 Google Digital Consumer Study Pakistan Digital Consumer Study carried out by Google provides insights to digital media consumptions trends surveyed 1000 participants from 7 metropolitan cities. According to the survey: 2.5 hours daily on weekdays 3.5 hours on weekends Avg online session lasts for 5 mins only Avg. time spent online *Varies person to person Avg. online session *Varies person to person

5 Google Digital Consumer Study More people go online daily for recreational purposes as compared to switching on the TV, 70% and 41% respectively 71% 41% News, educational and informational content consumption is significantly higher on mobile devices

6 Google Digital Consumer Study Daily usage by device was found to be: 86% 77% 73% 59% PCs Smartphones: Feature phones (normal phones with browsing): Tablets:

7 Pakistan Internet Use Survey 1100 participants from Karachi, Lahore and Islamabad aged made up the pool. The key takeaways from this study were: Usage of the Internet by location was at: Home: 90% Workplace: 52% Elsewhere: 16% Social networking and chatting was found to be the number one activity with a close second 56% of the respondents had made online purchases

8 Ramzan - a month full of activities for all Muslims

9 Where we see consumer spending at an accelerated level The consumer spending in Pakistan increased to 3.6% in The rate is expected to be the highest in 2016.

10 A door to knock Searches for Iftar Recipes Every year, the online searches related to popular categories of Ramzan & Eid, like Iftar Recipes, food, shopping, gifts etc., increase with a higher percentage during this particular time period.

11 Interest in Iftar Recipes First day of Ramzan Interest spikes up to 2 weeks before Ramzan. 2 weeks before Ramzan Eid Online searches are at its peak during Ramzan Gradually the number of searches decreases as the Eid comes closer

12 Search Trend Comparison First Week of Ramzan: 71% share of searches related to Recipes Mid of Ramzan: 30% & 66% searches related to Clothes and Recipes Last Week of Ramzan: The search for mehendi was found at peak when Eid was closer. The similar trend can be found during Eid-ul-Azha

13 Search Trend Comparison The online searches related to cakes rise as the Eid season starts Similar trend can be observed for Kurta and Hairstyle. Food & Beverages, Beauty & Fashion, Ramzan plans and greetings - these categories are searched highly in the entire month.