Abstract Book of the 3rd World Conference on Business, Management, and Economics
Year: 2025
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Shifts In Online Activity Across Evening Hours: A Study of Saudi Women Consumers
Fatimah Al-Dossary, Prof. Kamran Ahmad Siddiqui
ABSTRACT:
This paper explores how women in Saudi Arabia engage online during the holy month of Ramadan, focusing on when their digital activity peaks and how it shifts throughout the day. Drawing on 300 timestamped survey responses, the research identifies a distinct nocturnal shift in online behavior, with 42% of responses submitted between midnight and 5:59 AM. Peak online engagement among Saudi women during Ramadan occurs between 10:00 PM and 3:00 AM, shaped by cultural routines like Taraweeh prayers and Suhoor preparations. Using descriptive analysis in Microsoft Excel by focusing on time segmentation, pivot tables and frequency charts, the study mapped when user is most active. A one-way ANOVA test showed that significant engagement frequency varies across age groups F (4, 115) = 18.94, p < 0.0000000000055. Participants were also grouped up according to their age and preferred platform, revealing that women aged 18-24 were the most active, specifically in Instagram and Twitter/X during nighttime hours. These insights offer three key takeaways for marketers: (1) schedule Ramadan campaigns between 10:00 PM and 2:00 AM for better reach, (2) Tailor content by age group and platform, (3) Consider adjusting team hours to match consumers hours of activity. This paper contributes to Islamic consumer behavior research by applying timestamp analytics to capture daily engagement rhythms and offers marketers a practical, culturally informed approach to digital strategy during Ramadan.
Keywords: Consumer behavior, digital strategy, Ramadan marketing, timestamp analysis, women’s engagement