Gearing up for Ramadan 2021 - Indonesia Building Resilient Brands
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Building Resilient Brands Gearing up for Ramadan 2021 Indonesia
Research methodology
A mobile survey conducted A sample of n=1000+
using InMobi Pulse Indonesian smartphone
users
The Leading
Mobile
Consumer
Intelligence
Platform
Respondents recruited programmatically Results targeted and weighted to be
via the InMobi mobile advertising platform representative of Indonesia’s
in January 2021 smartphone population
Understanding the Connected Indonesian Consumer
A Rising Middle Class An Emerging Young Population
69% 29.7
of Indonesians earn up to is the median age of
IDR 50,000,000 per Indonesians in 2021[1]
annum
A Tech Savvy People
A Giving Community
63% 74%
of Indonesians will
of Indonesians will be making
make purchases this
purchases for their family this
Festive Season on
Ramadan
Mobile
Source: [1] Statista
Shifting Priorities During a Different Ramadan
What are Indonesians most looking forward to this Ramadan?
2021 : A Family-first
Ramadan 40%
26%
With lockdowns coming into effect just 24%
19%
before Ramadan in 2020, Mudik Travel
was not possible. However, with
vaccination drives starting in mid- Travel back to my Attend Iftaar Parties Visit Ramadan Availing online
January, Indonesians are hopeful that hometown Bazaars shopping offers
they will be able to travel home this
Ramadan.
Who will Indonesians shop for this Ramadan?
Women, especially those who oversee
households, are excited to visit
Ramadan bazaars while men are 50%
excited to reconnect with their social
circles as they look forward to
attending Iftar parties. 28%
24%
11%
For My Household/ For Myself Extended Family Friends
Family Members
What are Indonesians Planning to Buy in 2021?
Groceries Clothing Gift Packages
Consumer spending is 38% 43% 15%
set to return this
Festive Season
Where will Indonesians learn about Festive offers from?
Mobile Social Circles TV Physical Stores
53% 23% 16% 9%
32%
25% 25%
20%
How will 15% 15%
Indonesians spend 13%
12%
their time as they
fast?
Watching Playing Browsing Listen to Music Reading News Online Chat Study Online Browsing and
Movies / Games Social Media (radio, Spotify, with Family / Researching
Series / Video etc) Friends Online for
Content Shopping
Watching Videos and Gaming stand
out as the favorite activity of Top Activity
for ages 14-44
Indonesians during Ramadan
Watching
14-44
Top Activity Movies
for Women
Watching Top Activity
Movies for ages 45-54
Reading
45-54 News
Top Activity
for Men
Top Activity
Playing for ages 55+
Games Online
55+ Shopping
Source: InMobi Pulse Ramadan Season Survey for Indonesia, Jan 2021
App usage peaks right before Ramadan
Shopping
82%
03 MARCH 04 APRIL 05 MAY Entertainment
67%
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
MUSLIM PRAYER APPS Gaming
FOOD RECIPES AND DINNING APPS
45%
FASHION & BEAUTY APPS
Social Networking
SHOPPING APPS
SOCIAL & COMMUNICATION APPS
19%
Pre-Ramadan Weeks
Religious & Lifestyle
Ramadan Month
69%
Eid Al-Fitr
Source: InMobi Audience Intelligence | Mar - May 2020
The dominance of
the impulsive When are Indonesians planning to shop for Ramadan?
Indonesian shopper 35%
A whopping 79% of Indonesians
plan to make purchases only
during the month of Ramadan.
This is a dramatic shift from 2020,
21% 23%
where only 33% chose to buy 21%
during Ramadan, while others
planned their purchases well in
advance.
From March Ra madan Beginning (Mid April) Ra madan Mid (End April) Ra madan End (Early May)The Impulsive Shopper The Planned Shopper
82%
of women have not planned
35%
their purchases making them of Indonesians married
significantly more impulsive couples without kids will start
shoppers than men this year shopping when Ramadan
begins, making them the most
planned demographic
57%
have not decided on products 36%
or categories they will be of planned shoppers have
buying from in 2021 decided on the product or
categories they will be buying
from in 2021
62%
of millennials are yet
to decide on which 17%
brands or products will of planned shoppers will
they be shopping for in decide based on product
2021 offers and discountsCOVID-19 Impact on Ramadan Rush
Some Indonesians
are hopeful of 24% will go in-store to
browse but
47% of Women
share strict social
visiting stores this will buy online distancing measure is
most crucial factor
year despite the
pandemic
33% of Indonesians
considers sanitisation as
most critical factor? Mobile to Learn
Indonesia has been a mobile-first Where will Indonesians learn about festive season
nation, having jumped over the desktop sales and offers in 2021?
trend. Smartphones are the anchor for 53%
many Indonesians in their daily lives. 23%
16%
This is reflected in their shopping plans 8% 9% 8% 7%
for 2021, with mobile emerging as the
primary source for information over all
…
…
TV
p
re
ile
rs
a
s
nd
Ho
to
e
to
ob
ap
ap
other channels. In fact, only 6% of
ie
lS
s/
M
Fr
sp
/L
rd
a
ic
&
op
oa
w
ys
millennials rely on television to learn
ily
Ne
kt
llb
Ph
m
s
Bi
De
Fa
about festive offers.
Mobile grows as the most preferred medium of
61% of women use mobile to discover discovery in 2021
53%
products/services while 58% of families 52%
48%
with children rely on their smartphones 47%
for the same.
Mobile Others
2020 2021Mobile emerges as the most preferred
source for exploration in 2021
Mobile to Explore 78%
58%
42%
While Indonesia has always been a 22%
mobile first one nation, the reliance on
smartphones as an anchor in the day Mobile Others
to day lives of individuals has only 2020 2021
further been catapulted due to the
pandemic. Indonesians’ most preferred channel to research
and explore
There has been a phenomenal growth
78%
of 84% in mobile as a channel to explore
making it the medium of choice by a
22%
long way especially when compared to 10%
other sources including in-store and
desktops. Mobile Physical Store DesktopMobile to Buy
67% Indonesians’ most preferred buying
of women count smartphones as channel
their preferred channel for shopping 63%
29%
9%
Mobile Physica l Store Desktop
71% Indonesia
of millennials look at smartphones as
the medium that will fulfill all their
buying needs this Ramadan
Mobile Dominates 2021 Shopping
75%
63%
63% 25%
37%
of married Indonesians with children
will buy on Mobile
Mobile Others
2020 2021The InMobi View on 2021 Ramadan The onset of the pandemic has changed consumer behaviour definitively across the globe. While some of these changes may not be new, the lockdowns have only further accelerated adoption of shifting behaviour. A transformation largely anchored by smartphones, this change is especially pronounced in the mobile-first economy of Indonesia. This year, Indonesians are hopeful despite the difficulties they faced in 2020. They are excited to reunite with their families and spend significantly on them despite reduced incomes. While some Indonesians are hoping to go back into retail stores, mobile will continue to be the device where they learn about new products and services, explore their options in the market and make their final purchases.
What brands need to remember in #TheNewNormal
Consumer Sentiment Understand Changing Invest in the
Rebounds Behavior Mobile Universe
Despite a tough 2020, Consumers are price Users are researching, exploring
Indonesians are excited for conscious and unplanned and buying on their
Ramadan in 2021 now more than ever! smartphones!InMobi Marketing Cloud
Understand Engage Interested in learning more?
Write to us at
& & mobilemarketing@inmobi.com
Identify Acquire
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