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Ramadan Marketing Guide, Indonesia 2024

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THE MARKETER’S

GUIDE TO RAMADAN
Indonesia, 2024
RESEARCH OBJECTIVE
The goal of this study was to understand Indonesian
consumers’ outlook this Ramadan and offer
marketers insights into their behavior.

We set out to understand:

Indonesian behavior this Ramadan

Their shopping journeys

The role of mobile during this seasonv

With this, we have prepared insight-based ideas for marketers


to leverage as they craft their Ramadan campaigns.
RESEARCH METHODOLOGY
On-device survey

Sample: n=500 Indonesian smartphone users

Respondents recruited between January 4 and 8, 2024

Respondents aged above 18, with different marital


statuses and genders, and included parents

Results targeted and weighted to be representative


of Indonesia’s smartphone population
CELEBRATION
IN THE NATION
THE FESTIVE FRENZY AT A GLANCE
With bigger budgets, multi-channel shopping journeys, and a thirst for travel,
the Ramadan celebratory spirit is high this year.

Spends see a spike Exploring is booming Online shopping is jaw-dropping Mudik is massive

Spending is on the rise, Indonesians displayed an interest A whopping 96% of Ramadan The Mudik wave is on, as 74%
with 60% of Indonesians reporting an in exploring their options, with 85% of shoppers reported that digital mediums of traveling Indonesians plan
increase in their online shopping budgets them stating that they were yet to decide would be an important part of their to take a trip to visit loved
and 41% stating they would increase the brand to buy from, the products shopping journey, thereby indicating the ones who live in their
their offline shopping budgets. to purchase, or both. prominence of online channels. hometowns or outside.

Q. With respect to last year, how has your budget changed for online shopping? | Sample size: 432
Q. With respect to last year, how has your budget changed for offline shopping? | Sample size: 432
Q. Have you decided what to shop for Ramadan 2024? | Sample size: 483
Q. Where will you shop this Ramadan? | Sample size: 491
Q. Where will you travel to during Ramadan 2024? | Sample size: 118
BIG BUDGETS
Indonesians are looking forward to shopping and celebrating this Ramadan. The excitement is
evident in how a majority of them have planned to increase their shopping budgets.

60% Indonesians’ budgets for Ramadan 2024


plan to increase
their online spends
Less than Rp 2,000,000 14%

32% Rp 2,000,000 to Rp 3,000,000 28%


plan to retain last year’s
online shopping budget Rp 3,000,000 to Rp 5,000,000 33%

Rp 5,000,000 to Rp 10,000,000 21%


3 out of 5 Over Rp 10,000,000 4%
plan to spend more than
Rp 3 million this Ramadan

Q. With respect to last year, how has your budget changed for online shopping? | Sample size: 432
Q. What is your budget for Ramadan shopping in 2024? | Sample size: 483
THE MUDIK MOVEMENT
With Mudik on their minds, Indonesians are eager to travel to spend time with loved ones this Ramadan.
Travel tends to peak during the last week of Ramadan, just as we observed in the previous year.

Mudik travel plans in Indonesia


35%
31%

30%

25%

20%
20%

14% 14%
15%
10%

10% 8%

5% 3%

0%
Before Ramadan 1st week of 2nd week of 3rd week of Last week of Days before Idul-Fitri
begins Ramadan Ramadan Ramadan Ramadan Idul-Fitri

Q. When will you be traveling? | Sample size: 118


GIVING TO ONESELF AND LOVED ONES
Indonesians have prioritized shopping for themselves and their loved ones this Ramadan, with the focus
being their inner circle. 57% of Indonesians said they would shop for themselves first and 26% said they
would shop for their families first.

Here is who Indonesians are shopping for:

For themselves People in need

Family members Household staff

Neighbors Business partners and clients

Q. Who will you shop for during Ramadan 2024? | Sample size: 330
WHAT MAKES THEM
STOP TO SHOP
WHAT GETS THE TOP SPOT
For Indonesians, the top channel to shop is online, and apparel and accessories
appear to be first on their lists.

88% Ramadan shopping plans by channel


of Indonesians reported planning to
shop online and offline this Ramadan. 4%
8%

The top three categories of items they plan to buy

Clothing and Accessories (89%) 88%

Grocery (71%)

Gift Packs (70%)

Online Offlin e Both online and offline

Q. Where will you shop this Ramadan? | Sample size: 491


Q. What items are you planning to buy for Hari Raya Idul Fitri? | Sample size: 330
WHERE THEY SHOP AND WHY
Unlike last year, deals are not the top driver for people to shop, though they feature on the list for mobile
shoppers. Mobile is preferred mainly for ease of payment and physical stores for experiencing the product.

Top categories bought on each channel

Top three reasons Mobile


to shop on mobile Clothing and accessories
Health and beauty products
Easy payments: 51%
App-only discounts and offers: 49% Gadgets
Free shipping: 49% Grocery
Gift packs

Physical store
Top three reasons Grocery
to shop at stores
Gift packs
Getting to see or try the product: 49% Vehicles
In-store experience: 16% Home appliances
Lesser chances of buying the wrong product: 15%
Jewelry

Q. What are your top three reasons to shop online on your mobile? | Sample size: 330
Q. What are your top three reasons to shop offline or physically at a store? | Sample size: 432
Q. Which channel will you use to shop for these during Ramadan? | Sample size: 330
MOBILE TAKES THE CAKE
While Ramadan shoppers have adopted the hybrid model, mobile is their favorite medium across every stage
of their journey. From when they learn about deals and research products or brands to the time they make a
purchase, mobile wins.

Learn Research Buy

Brand websites/apps: 67% Mobile: 97% Mobile: 73%


Mobile search/ads: 59% Physical store: 62% Physical store: 26%
Family and friends: 54% Desktop: 34% Desktop: 1%
Television: 49%
Physical store: 47%
Telegram/WhatsApp/SMS nudges from brands: 32%
Desktop/laptop: 29%
Newspapers, magazines, and billboards: 28%
Email/newsletters from brands: 20%

Q. Where do you learn about Ramadan sales and offers? | Sample size: 330
Q. Which channel will you use to research or explore deals, products, and brands for Ramadan shopping? | Sample size: 330
Q. Which channel will you use to shop for these during Ramadan? | Sample size: 330
WHEN SHOPPERS
GET GOING
SHOPPING STARTS A MONTH BEFORE RAMADAN
Indonesian Ramadan shoppers are true explorers, starting their research and shopping as early as a
month before Ramadan. We see this peak two weeks before Ramadan. Therefore, for brands, the month
leading up to the festivities is a crucial time to make a lasting impact.

When Indonesians shop for Ramadan


45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Already started Two weeks before When Ramadan starts Two weeks before Idul- A week before Idul-Fitri
Ramadan Fitri

Learn Research Buy

Q. When do you expect to start planning your Idul-Fitri shopping this year? | Sample size: 330
Q. When do you plan to research specific brands for the items you want to buy? | Sample size: 330
Q. When do you plan to buy the particular brand or product? | Sample size: 330
SHOPPING LASTS ALL DAY
The Indonesian Ramadan shopper is active throughout the day, exploring deals, products, and brands.
However, shopping peaks twice – once before noon and once late in the evening.

Mobile shopping activity across the day in Indonesia


34%
of Indonesian shoppers reported that 20%
they will between 10am and 2pm 18%
16%
14%
12%

30% 10%
8%
of Ramadan shoppers reported
6%
shopping between 6pm and 10pm
4%
2%
0%
m

m
pm
pm
m

m
m

m
0a

0p
2p

2p
a

a
-4

-6
-8

-8
-2

-6
-1

-1
-1

-1
m

m
m
m

m
am

pm
m

m
2p
p
6a

4p

6p

a
8a

8p
12

12
10

10
Q. At what time of the day do you usually shop online? | Sample size: 432
MEET 2024’S
RAMADAN SHOPPERS
WHO THESE SHOPPERS ARE
This year, Indonesia sees three types of Ramadan shoppers. Each of them is at a different stage in their
shopping journey and approaches their preparations differently.

The three types of


Unplanned Category Brand Ramadan shoppers
Shoppers Explorers Lovers

Are undecided on the Are decided on the Are decided on the


products or brands to kinds of items to buy brand that they 15% 17%
buy for Ramadan (such as phones/clothes) would like to buy from
but not the brand
Are keen on exploring Are loyal to
the biggest deals this Are eager to explore a their favorite brands 68%
season variety of brands and (such as Apple/Nike)
research on what would
be the right choice
Un plann ed shoppers Category explorers Brand lovers

Q. Have you decided what to shop for Ramadan 2024? | Sample size: 483
AN UNVEILING
OF UNPLANNED
SHOPPERS
MEET THE UNPLANNED SHOPPER
For most unplanned shoppers, deals are a differentiator. Their budgets lie in the lower and mid ranges,
but a significant portion of them are willing to spend higher amounts.

Unplanned shoppers’ budgets for Ramadan 2024

Less than Rp 2,000,000 30%


13% of millennials
Rp 2,000,000 to Rp 3,000,000 31%
16% of Gen Z
17% of men and women Rp 3,000,000 to Rp 5,000,000 21%
identify as unplanned shoppers
Rp 5,000,000 to Rp 10,000,000 13%

Over Rp 10,000,000 5%

61% of unplanned shoppers reported budgets under 3 million rupiah

18% of unplanned shoppers reported budgets over 5 million rupiah

Q. Have you decided what to shop for Ramadan 2024? | Sample size: 483
Q. What is your budget for Ramadan shopping in 2024? | Sample size: 483
SEE THE UNPLANNED SHOPPER’S JOURNEY
Since unplanned buyers are spontaneous and seek deals, shopping lasts throughout the season for them.

When unplanned shoppers shop for Ramadan

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Two weeks before Ramadan When Ramadan starts Two weeks before Idul-Fitri A week before Idul-Fitri

Learn Research Buy

Q. When do you expect to start planning your Idul-Fitri shopping this year? | Sample size: 83
Q. When do you plan to research specific brands for the items you want to buy? | Sample size: 83
Q. When do you plan to buy the particular brand or product? | Sample size: 83
A CLOSE LOOK AT
CATEGORY EXPLORERS
MEET THE CATEGORY EXPLORER
Most Ramadan shoppers across ages are category explorers who constantly seek information about products,
deals, and brands. They are willing to spend a little more to get what they want.

Category explorers’ budgets for Ramadan 2024

Less than Rp 2,000,000 12%


72% of millennials
Rp 2,000,000 to Rp 3,000,000 28%
70% of Gen Z
66% of women Rp 3,000,000 to Rp 5,000,000 38%
70% of men
Rp 5,000,000 to Rp 10,000,000 18%
identify as category explorers
Over Rp 10,000,000 3%

59% of category explorers reported budgets


above 3 million rupiah

Q. Have you decided what to shop for Ramadan 2024? | Sample size: 483
Q. What is your budget for Ramadan shopping in 2024? | Sample size: 483
SEE THE CATEGORY EXPLORER’S JOURNEY
For category explorers, shopping peaks two weeks before Ramadan.

When explorers shop for Ramadan

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Already started Two weeks before When Ramadan starts Two weeks before Idul-Fitri A week before Idul-Fitri
Ramadan

Learn Research Buy

Q. When do you expect to start planning your Idul-Fitri shopping this year? | Sample size: 330
Q. When do you plan to research specific brands for the items you want to buy? | Sample size: 330
Q. When do you plan to buy the particular brand or product? | Sample size: 330
A DEEP DIVE INTO
BRAND LOVERS
MEET THE BRAND LOVERS
These Ramadan shoppers are loyalists who stick to the brands that they have bought for years. As expected,
they have much higher budgets and are willing to pay for their favorites.

Brand lovers’ budgets for Ramadan 2024

Less than Rp 2,000,000 9%


16% of millennials
Rp 2,000,000 to Rp 3,000,000 20%
14% of Gen Z
13% of women Rp 3,000,000 to Rp 5,000,000 26%
16% of men
Rp 5,000,000 to Rp 10,000,000 41%
identify as brand lovers
Over Rp 10,000,000 4%

71% of brand lovers reported budgets above 3 million rupiah

45% of brand lovers reported budgets above 5 million rupiah

Q. Have you decided what to shop for Ramadan 2024? | Sample size: 483
Q. What is your budget for Ramadan shopping in 2024? | Sample size: 483
SEE THE BRAND LOVER’S JOURNEY
Just as with category explorers, shopping peaks two weeks before Ramadan for brand lovers.

When brand lovers shop for Ramadan

60%

50%

40%

30%

20%

10%

0%
Already started Two weeks before When Ramadan starts Two weeks before Idul- A week before Idul-Fitri
Ramadan Fitri

Learn Research Buy

Q. When do you expect to start planning your Idul-Fitri shopping this year? | Sample size: 70
Q. When do you plan to research specific brands for the items you want to buy? | Sample size: 70
Q. When do you plan to buy the particular brand or product? | Sample size: 70
THE PATH TO SHINE FOR
BRANDS THIS RAMADAN
Delight Ramadan shoppers with
seamless content and experiences
on the smart lock screen

S
eamless
Single tap mart
erendipitous

*Creatives for representational purposes only


CATCH THE SHOPPER’S EYE
BEFORE THEY UNLOCK THEIR PHONES
Destinations on the Engagement on the
smart lock screen smart lock screen

01 Lock Screen 30 million monthly active users

02 Lock Screen Feed 10+ cards consumed in a single session

03 Trends (News/Fashion) 220,000 articles read per day

04 Games 1.2 million games played per day

2 million hours of content watched


05 Live
per month

*Creatives for representational purposes only


LEVERAGE KEY CATEGORIES
WITH HIGH INTERACTION RATES THIS SEASON
4 50% Interaction Rates Avg. Time Spent (Min s.)
3.5
3 40% 3
2.5 2.5 2.5
30% 2.2 2 2.2
2 2
20%
1 10%
19% 22% 17% 27% 19% 22% 46% 22% 22%
0 0%
Entertainment Food Parenting Beauty Techno lo gy Travel Games Fas hion Fitness

Content categories
resonating with consumers
during Ramadan

*Creatives for representational purposes only

Source: Glance platform data, Ramadan 2023


CATER TO THE TOP THREE CONTENT
PREFERENCES IN EACH REGION

BALI, NTT BORNEO JAVA SULAWESI SUMATRA

Category Interaction Category Interaction Category Interaction Category Interaction Category Interaction
Rate Rate Rate Rate Rate

Regional 48.8% Entertainment 47.6% Fashion 49.6% Fashion 50.7% Food and 47.2%
News Trends Trends Recipes

Automotive 46% Food and 46.9% Food and 48% Food and 49% Beauty Tips & 46.1%
and Sports Recipes Nutrition Nutrition Trends

Home and 43.9% Beauty 44.9% Entertainment 47.8% Entertainment 44.7% Home and 43.2%
Wellness Trends Living

Source: Glance platform data, 2023


SHINE BRIGHT WITH STELLAR MEDIA AND
CONTENT STRATEGIES FOR RAMADAN
CONTENT MEDIA

Custom Influencer Live Gaming Casual Full-screen Native Interactive


Live Streams Streams Games Display Videos Experience Units

On the live On the gaming On the gaming On the lock On the lock On the lock
destination destination destination screen and feed screen feed screen feed

*Creatives for representational purposes only


JOIN THE FESTIVITIES LIKE INDOFOOD FREISS DID
During Ramadan 2023, Indofood Freiss had the
answer to syrup-loving Indonesians’ woes – it
launched brand-new packaging with an industry-first
spill-proof technology, allowing people to avoid
spillage during storage. To drive awareness and
purchases around this, the brand featured an
appetizing cooking live stream on the smart lock
screen with Glance right around fast-breaking time.
Freiss followed this with incredible deals and a
sampling experience that drove purchases.

The result:
703K
Indonesians reached on Glance.

102%
of the coupon redemption target achieved.

Read more about this sparkling campaign here.


RAMADAN STRATEGIES
AT A GLANCE
Enable seamless experiences
Engage 30 million mobile-first users on the first mobile touchpoint

Make every interaction smart


Tap into Ramadan-specific moments with relevant experiences

Create a sense of serendipity


Give Ramadan shoppers what they want before they unlock their phones.

Start early and keep connecting with shoppers


Shoppers start researching and purchasing early – Brands must too.

*Creatives for representational purposes only


About InMobi About Glance

InMobi is a leading provider of marketing and monetization technologies. With Founded in 2019, Glance is a consumer technology company that operates disruptive
deep expertise and unique reach in mobile, it is a trusted and digital platforms including Glance, Roposo, and Nostra. Glance’s ’smart lock screen’
transparent technology partner for marketers, content creators, and businesses inspires consumers to make the most of every moment by surfacing relevant
of all kinds. InMobi’s mission is to power its customers’ growth by helping them experiences without the need for searching and downloading apps. Glance Lock
engage their audiences and build meaningful connections. Its affiliated Screen is currently available on over 450 million smartphones worldwide. Roposo is a
businesses – Glance, an unconsolidated subsidiary that offers a lock screen- LIVE platform that is revolutionizing live experiences, through a unique, immersive,
based content discovery platform, and video platform Roposo – creator-led approach. Nostra is the largest gaming platform in India and Southeast
help InMobi create new content and commerce experiences in a world of Asia, offering gamers engaging ways to discover, play, watch, learn and compete.
connected devices. InMobi is headquartered in Singapore, maintains a large
presence in San Francisco and Bangalore, and has operations in New York, Headquartered in Singapore, Glance is an unconsolidated subsidiary of InMobi Group
Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, and is funded by Jio Platforms, Google, and Mithril Capital. For more information
Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London, and Dubai. To visit https://www.glance.com/, https://www.roposo.com/
learn more, visit http://www.inmobi.com/. and https://nostra.gg/

For any questions, please reach out to glance.marketing@inmobi.com

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