A research by G&R, a local online ad network and digital expert, shows that internet consumption in Bangladesh differs during hartals and different type of holidays.
For this research, G&R team analysed internet usage throughout 2012 and focused on hartals, Bangla New Year, Durga Puja and Eid holidays.
The research was done by constantly looking at the data G&R generates through its digital ad network.
In the research they found that during hartals, a massive 33% more people were online. This indicates that with the limitations in commuting, more individuals actually access the web. This, however, did not impact the amount of time each person spent online as they tended to visit a similar array of websites they would do at other times.
When looking into user behaviour on April 14th (Bangla New Year), they found that unique users accessing the web declined by 40%. In stark contrast to hartal days though, those were online on average spent 15% more time browsing the web.
The decline in unique users is clearly correlated to the outdoor festivities for Bangla New Year but the data leads to believe that those were online are the heavy internet users. While this may not seem meaningful at first, it is often agreed that heavy internet users are major influencers in day-to-day society so this more select audience during such holidays could represent an interesting opportunity for local business and organisations looking to generate buzz online.
Focusing now on the recent Durga Puja and Eid-ul-Azha holidays, again there was major impact on internet consumption. With trends more in line with the April holiday, we saw that unique internet users started dropping on October 24th, by around 25%, with the Puja holiday but it was actually the Eid day where users declined considerably even more pronounced than seen during April 14th. For the 2 days, Eid Day (October 27) and October 28, internet users were down by 73%, similar to Bangla New Year, time spent online by those individuals was greater. By Monday October 29th, internet activity was back up to normal patterns.
The data presented in this article should help businesses and marketers in particular as they plan on how to engage online audiences during the upcoming holidays in December, February and March and in the event of any political unrest.
All data, analysis in this report is from G&R Ad Network internal sources. Data points consist of Bangladesh local unique web users and average. pageviews for 22-23,29-30 April (hartals), April 14 (Bangla New Year) and various days in October (Durga Puja, Eid-ul-Azha).
No comments:
Post a Comment