Insights from AIBC Eurasia 2025: understanding Ramadans digital landscape
At AIBC Eurasia 2025, Daria Iakovleva, Analytical Consultant at Google, took the AIBC stage on February 25th at Festival Arena, Dubai, to explore how businesses can adapt their digital strategies to capitalise on the unique consumer behaviours during Ramadan. In a keynote session titled ‘Decoding Ramadan: User Insights on Interactive Entertainment & App Trends’, she provided data-driven insights into shifting engagement patterns and the opportunities they present.
Ramadan represents a period of heightened digital interaction, with users across the MENA region, South Asia, and beyond seeking entertainment, services, and solutions that align with their daily routines. As fasting hours alter work schedules and create more screen time, businesses can strategically position themselves to enhance engagement and build lasting brand connections.
Key insights from the keynote
- Surging Mobile Engagement: Digital consumption increases significantly during Ramadan, with app usage rising by up to 30% in various sectors as users spend more time browsing and engaging with content.
- Evolving Consumer Preferences: The demand for on-demand services, e-commerce, wellness, and entertainment peaks, presenting brands with an opportunity to introduce tailored experiences that resonate with the moment.
- Advertising and Brand Loyalty: The holy month offers a prime window for brand investment, as audiences are more receptive to meaningful engagement and long-term brand relationships.
- Cultural Sensitivity & Respect: Aligning marketing strategies with the values and traditions of Ramadan fosters deeper consumer trust and ensures relevance across diverse audiences.
Iakovleva emphasised the significance of strategic timing when planning digital activations, noting that shorter working hours allow consumers to engage more freely with apps and media. She also highlighted how businesses can use special promotions, Ramadan-specific content, and culturally attuned messaging to drive impactful engagement.
As AIBC Eurasia progresses, the conversation around market adaptation, digital trends, and user engagement continues to shape forward-thinking strategies. With AIBCs global spanning seven destinations in 2025, these insights will remain integral for businesses looking to establish a meaningful presence in key growth markets.
