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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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FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

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Federal Competition and Consumer Protection Commission (FCCPC) has declined to oppose the preliminary objection of Multichoice Nigeria,  Pay-TV operator, which challenged the jurisdiction of a court sitting in Abuja that recently restrained it from increasing the prices of its DStv and GOtv packages.

FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

Nikiomari Abeke, counsel for the FCCPC, told the Competition and Consumer Protection Tribunal (CCPT) on Thursday that he was not opposing the application of Multichoice Nigeria.

Recall that the he tribunal had restrained MultiChoice from increasing its subscription rates pending the hearing and determination of a motion on notice filed by Festus Onifade through Ejiro Awaritoma, his lawyer,.

Onifade, who sued Multichoice Nigeria Ltd, had accused the former of unjustly increasing subscription fees without one month’s notice to customers, seeking interim orders against the Pay TV.

A three-member tribunal, chaired by Saratu Shafii, had ruled in favor of Onifade by restraining Multichoice in the interim, in the suit marked CCPT/OP/2/2024.

The court  held that “the 1st Defendant(Multichoice) is hereby restrained, whether by themselves, her privies, assigns by whatsoever name called, from going ahead with impending price increase schedule to take effect from 1st May 2024 pending the hearing and determination of the Motion on Notice already filed before this Honourable Tribunal.”

But M.J. Onibanjo (SAN), Multichoice’s lawyer, filed a preliminary objection urging the court to decline jurisdiction on the suit filed by Festus Onifade because such price dispute case had been decided before in favor of his client.

Onifade also asked the tribunal to direct Multichoice Nigeria Limited to pay the sum of N1 billion  or any amount the tribunal deemed fit in this circumstance for “deliberately disobeying, contravening, and failure to comply with the Interim Order of this Honourable Tribunal granted on the 29th April, 2024.”

At the resumed sitting, Onibanjo tendered and adopted the previous judgment of the tribunal in suit no CCPT/OP/1/2022(Exhibit A), alongside his application, saying when a court had determined an issue between the same parties on the same subject matter before, that matter cannot be re-litigated again by any tribunal or court.

“This tribunal cannot sit on appeal on its decision. This tribunal is bound by its own decision in Exhibit A; that it is not the forum where the claimant can come to seek to regulate the prices and services offered by Multichoice,” Onibanjo said, urging the tribunal to strike out the suit.

On his part, Onifade argued that the issue he placed before the court is whether Multichoice Nigeria gave adequate notice in respect of the May 1, 2024 price TV subscription increase, and not price regulation or increase.

“It is our submission that the eight-day notice issued by Multichoice Nigeria is insufficient in law. A monthly subscriber should be given at least a month.

The FCCP counsel, Abeke, said his client “is not in opposition of the first defendant (Multichoice) and to that extent, no process and no counter was filed to the motion of the first defendant.”

After hearing from the parties, the three-man panel chaired by Justice Thomas Okosu adjourned the suit to June  7 for ruling.

Multichoice announced new price adjustments on DStv and GOtv packages on Wednesday, April 24, 2024.


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9mobile Unveils Treelz Entertainment Platform

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Nigeria’s customer-focused telecommunications company, 9mobile, has unveiled Treelz, an innovative digital entertainment platform for customers on the 9mobile network.

Treelz is a platform designed for customers to experience a world of entertainment through Movies, e-learning, fun videos, gaming, music, sports, photo filters and lots more!

Speaking during the unveiling, the Products and Digital Services Champion at 9mobile, John Muo, stated that, “Treelz is a comprehensive entertainment ecosystem that combines advanced features and seamless connectivity to deliver an unparalleled user experience.

With Treelz, users can enjoy a wide range of exciting and engaging rich media contents, including video games, movie and music hubs, sports and e-learning platforms, which are all accessible through a single, intuitive platform.”

“Treelz is available on the 9mobile website and can be accessed under the “Digital Services” tab on 9mobile.com.ng or by simply clicking the link https://9mobile.com.ng/treelz.

Customers who are not on the 9mobile network but wish to enjoy the thrills of the platform should activate a 9mobile SIM or port their existing line to 9mobile to enjoy the service,” Mou added.

The platform represents the culmination of 9mobile’s commitment to innovation and customer-centricity, offering unparalleled features and capabilities.

Customers can access the rich contents on Treelz for as low as N30 per service via airtime subscription only. The daily or weekly subscription guarantees access to play games, watch movie, and listen to music on the website.

Chineze Amanfo, Public Relations Lead at 9mobile, while expressing her delight at the unveiling said, “The expertise and influence of the media are invaluable in helping 9mobile spread the word about this groundbreaking platform and its transformative impact on communication and entertainment.

Your endorsement and coverage will not only help raise awareness about Treelz by 9mobile but also empower individuals to embrace its unique qualities especially its ability to entertain and educate.”

With Treelz, 9mobile continues to push the boundaries of innovation within the digital interactive space. Experience the power of seamless connectivity, enhanced collaboration, and unmatched convenience with Treelz by 9mobile.


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Again, Financial Times Recognises BHM as one of Africa’s Fastest Growing Companies

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In a remarkable achievement, Nigerian company BHM has earned a coveted spot in the Financial Times ranking of Africa’s fastest-growing companies for the second consecutive year.

The prestigious FT ranking, rapidly becoming one of the critical barometers of business success across the African continent, recognises BHM’s stellar performance and solidifies its position as one of the nation’s corporate frontrunners.

The list ranks independent African companies by their organic, internally stimulated compound annual growth rate (CAGR) in revenue for the period under review.

“The incredible support from our clients and partners across the world has been instrumental in our growth,” said Ayeni Adekunle, Founder and CEO of BHM.

“This recognition is further validation of our strategic vision, and our ambition to build the first truly global communications services company with African roots.”

BHM’s inclusion in the FT ranking is another milestone, as the company continues to lead the industry with its innovative approach to communications.

The company’s impressive financial performance, spearheaded by robust revenue growth and strategic market expansion, has captured the attention of industry analysts and investors alike.

Despite the economic challenges in Africa within the period Abebe Selassie, Head of the IMF’s Africa department pointed out that many businesses still managed to survive: “Much of the private sector, particularly the private sector that’s not directly reliant on government business, has shown incredible resilience.”

The ranking was created by the FT and Statista to showcase the continent’s private growth champions. “The FT-Statista ranking reveals the type of companies that, even in hard times, have managed to grow, often by disrupting markets,” the article stated.

BHM’s ability to capitalise on emerging opportunities while navigating the complexities of the African business landscape has solidified its reputation as a force to be reckoned with. With research-led innovations such as the continent’s first PR & Communications Report (APCR), and the UK’s Cost of Living Survey, among others, the company has continuously exhibited its breadth for data-led solutions. World PR Day (WPRD) which is celebrated every July 16, is also one of the company’s interventions in the global communications landscape.

Femi Falodun, Executive Director, BHM Holdings said: this is a testament to the hard work of our people and the incredible support we’ve enjoyed from partners and clients,

BHM’s story demonstrates the immense potential that exists within the country’s vibrant communications sector. The company’s ambitious plans for further expansion across Africa and beyond point towards an even brighter future.


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