InMobi and Glance’s Marketer’s Guide to Ramadan, 2024 provides in-depth insights and top strategies for marketers in the country to unlock success this Ramadan
Report Highlights:
Digital channels will corner the lion’s share of spends and attention; 60% consumers plan to increase their online budget, and 97% rely on mobile for research
Leveraging technologies such as the smartphone lock screen key for marketers to connect with consumers through single tap, seamless experiences
Retailers should prepare for a massive Mudik with spending on travel, gift-buying and charity expected to increase
With larger budgets, multi-channel shopping journeys, and a thirst for travel, spending on Ramadan celebrations is set to reach new heights this year. Three out of five consumers in Indonesia plan to spend more than Rp 3 million this Ramadan, latest research by InMobi, a leading provider of content monetization and marketing technologies that help businesses fuel growth, and Glance, the world’s leading smart lock screen, has found.
The Marketer's Guide to Ramadan Report released today, delves into the expectations and behaviours of Indonesian consumers during Ramadan season, offering invaluable insights to brands for enhancing their marketing strategies during the nation’s holy month. Conducted in January 2024, the survey polled 500 smartphone users in Indonesia, revealing that 60% of respondents plan to increase their online shopping budgets, while 41% intend to increase their offline shopping expenditures.
The report emphasizes the critical importance for brands in Indonesia to prioritize a mobile-first approach in the pre-Ramadan period. 97% of consumers in the country rely on their smartphones for research and are swayed by app-driven promotions when making purchasing choices. Over 73% rely on mobile for making purchases. Leveraging cutting-edge mobile marketing technologies and focusing on top content categories like news, games, and video is essential for brands to deliver experiences that can establish robust connections with consumers.
"There's no denying the central role of smartphones in influencing purchasing decisions among consumers in Indonesia. To win in this market, brands must engage with their audience through seamless, single-tap mobile experiences, and state-of-the-art technologies that are built to foster meaningful brand-consumer connections," stated Vasuta Agarwal, Chief Business Officer, InMobi Group.
She added, "One such technology is the Glance smart lock screen, which empowers consumers to discover premium, personalized content directly on their smartphone lock screen without the need for unlocking, downloading, or searching. With Glance, brands in Indonesia are achieving remarkable success, driving deep and seamless engagement with consumers even before they unlock their phones."
The report showcases brands that have effectively utilized the smart lock screen in the market. For example, a campaign for Indofood Freiss successfully reached 102% coupon redemption target by capitalizing on awareness generated through the smart lock screen. Glance boasts over 30 million active users in Indonesia, with 1.2 million daily game plays and 2 million hours of monthly content consumption. Interactivity levels remain strong across various geographies and content categories, encompassing Regional News, Fashion Trends, Food Content, Gaming, and Entertainment.
Some of the other key findings in the report are as follows:
Who and what consumers shop for
While 57% of Indonesians are shopping for themselves, the spirit of giving is alive and well as family, neighbours, and people in need are also a priority for Ramadan spending. Household staff, business partners and clients are in line for festive generosity as well.
Clothing and accessories (89%), grocery (71%) and gift packs (70%) are the top purchases that people plan to buy. Clothing, health and beauty products and gadgets are most frequently bought on mobile, while Indonesians prefer to shop in physical stores for grocery, gift packs and vehicles.
The Mudik movement
The Mudik wave is on, as 74% of traveling Indonesians plan to take a trip to visit loved ones who live in their hometowns or outside. This mirrors the travel patterns seen in 2023.
Overall, 41% plan to travel in the last week of Ramadan to just days before Idul-Fitri. A further 20% will travel on the actual holiday. 22% travel ahead of the month of Ramadan or at the start.
Mobile-first for shopping and research
Mobile shopping is seen as great for easy payments, app-only special offers and free shipping, while shopping in stores allows people to see or try products and avoid buying the wrong item. But mobile is by far the biggest platform for research (97%) followed by physical stores (62%) and just 34% on desktop.
The report also identifies three types of shoppers in Indonesia:
Unplanned Shoppers (17%) - undecided on products and brands, keen to explore the biggest deals. They’re more likely to be older consumers, 61% have budgets under Rp 3 million
Category Explorers (68%) - decided on products but still actively exploring which brands. These are more likely to be younger consumers, 59% have budgets over Rp 3 million
Brand Lovers (15%) - already decided on brands and are loyal to their favourites. These are typically older consumers, 45% have budgets over Rp 5 million
For more in-depth insights on consumer trends in Indonesia this Ramadan, visit https://inmo.bi/4bCd3AV.
Vasuta Agarwal, Chief Business Officer, InMobi Group.
About InMobi
InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators, and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore, and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London, and Dubai. To learn more, visit inmobi.com.
About Glance
Founded in 2019, Glance is a consumer technology company that operates disruptive digital platforms including Glance, Roposo, and Nostra. Glance’s ’smart lock screen’ inspires consumers to make the most of every moment by surfacing relevant experiences without the need for searching and downloading apps. Glance Lock Screen is currently available on over 450 million smartphones worldwide. Roposo is a trends-first platform bringing LIVE experiences across the latest pop culture and social moments. Nostra is the largest gaming platform in India and Southeast Asia, offering gamers engaging ways to discover, play, watch, learn and compete.
Headquartered in Singapore, Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms, Google, and Mithril Capital. For more information visit glance.com, nostra.gg and roposo.com.