Majority of Indonesians intend to spend up to IDR 2 Million
Jakarta, March 4, 2021 - The start of the pandemic in March last year has changed consumer behavior definitively, shares the latest 2021 Ramadan Report by InMobi, the world’s leading marketing cloud. Titled “Buidling Resilient Brands: Gearing up for Ramadan 2021,” the report highlights findings from a consumer survey of over 1000 Indonesian connected consumers across Indonesia, conducted through InMobi Pulse, the mobile consumer intelligence platform. With 61% households reporting a dip in income, the survey unveils insights into the consumer behavior in the new normal.
A Family-First Ramadan
Ramadan is synonymous with the spirit of togetherness and is the busiest shopping period in Indonesia popularly referred to as Ramadan Rush, reflective in family reunions and individual and household shopping sprees. 2021 will witness a family-first Ramadan with 74% respondents planning to shop for their family or extended family members and 40% intending to travel back to their hometown. The shopping cart for most Indonesians is owned by the apparel, groceries and gift package categories.
The Impulsive Ramadan Shopper
According to the survey, a whopping 79% of Indonesians plan to make purchases only during the month of Ramadan. This is a dramatic shift from 2020, where only 33% chose to buy during Ramadan, while others planned their purchases well in advance.
57% of the respondents have not decided on products or categories they will be buying in 2021. Among them, 62% of millennials are yet to decide on which brands or products will they be shopping for in 2021. Also, 82% of women have not planned their purchases, making them significantly more impulsive shoppers than men this year.
The Role of Mobile in Ramadan
Smartphones are the anchor for many Indonesians in their daily lives. The mobile will be extremely critical for consumers to learn, explore and buy during Ramadan as well, with 53% respondents learning about festive season sales and offers on their smartphones. In fact, only 6% of millennials rely on television to learn about festive offers. Interestingly, 61% of women use mobile to discover products/services, while 58% of families with children rely on their smartphones for the same.
There has been a phenomenal growth of 84% in mobile as a channel to explore making it the medium of choice by a long way especially when compared to other sources such as in-store and desktop. Mobile has also emerged as the most preferred buying channel for consumers with 63% respondents relying on it for Ramadan shopping.
What Brands Need to Remember
Brands need to remember that despite a tough 2020, Indonesians are excited for Ramadan in 2021. The connected Indonesian consumer is price conscious and unplanned, now more than ever, and is extensively learning, exploring, and buying on their smartphones. Brands that will invest in building the right mobile-first experiences will win the Ramadan shopper.
InMobi fosters real relationships between brands and consumers by leveraging its technology platform and exclusive access to mobile intelligence. As a Marketing Cloud, InMobi creates a new path for brands to understand, identify, engage, and acquire connected consumers. As a leading technology company, InMobi has been recognized on CNBC Disruptor's 50 2018 and 2019 lists and as one of the World's Most Innovative Companies 2018 of Fast Company. For more information, visit inmobi.com.