Criteo analyzed over than 8 M transactions from 143 retail advertisers based in Indonesia, Malaysia, and Singapore across desktop, smartphones, and tablets. Mobile sales include sales on mobile websites and apps.

The baseline used for pre-Ramadan comparisons period was April 2016. Cross-device insights were built by analyzing purchases on week 2 of Ramadan and looking back at a 30-day window before purchase.

The study shows that 29% of retail sales happened between 9 P.M & 5 A.M over the Ramadan period and 21% increase in pre-Ramadan levels compared to the retail sales before the holy month, in the daytime rate between 5 A.M to 9 P.M is 76%.

Nighttime browsing enables incremental sales