Ramadan Marketing Guide, Indonesia 2024
Ramadan Marketing Guide, Indonesia 2024
Ramadan Marketing Guide, Indonesia 2024
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.
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.
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.
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. 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.
Grocery (71%)
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.
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.
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
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.
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.
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.
Over Rp 10,000,000 5%
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.
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
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.
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.
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
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.
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.
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
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
Content categories
resonating with consumers
during Ramadan
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
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
The result:
703K
Indonesians reached on Glance.
102%
of the coupon redemption target achieved.
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/