Jakarta, 13 October 2022 – InMobi, a leading provider of content, monetization, and marketing technologies that help businesses fuel growth, recently released the findings of The 2022 Indonesia Holiday Shopping Guide, a report by InMobi that surveyed over 1,009 smartphone users across the country. This report is a part of a larger survey that offers deep insight into consumer shopping sentiment for the upcoming festive season in Indonesia, Singapore, the Philippines and Southeast Asia, by examining shopping budgets, preferences, and channels of consumers in the respective regions.
Indonesia is one of the fastest-growing mobile markets1 in the world and has one of the highest e-commerce adoption rates2 globally. As a result, mobile shopping is seeing exponential growth among consumers, especially during this holiday season. Despite nearly 40% of respondents reporting reduced household incomes, over 80% are planning to increase or maintain their shopping budgets from last year in the coming seasonal sales to upgrade to premium brands or manage the rising inflation.
The report found that mobile apps are overtaking desktop and in-store shopping as the channel of choice in Indonesia for the end-to-end shopping journey, recording growth across all stages from learning to exploring and buying. Some 77% of respondents planned to make purchases through a mobile app, and five in 10 respondents reported having tried a new mode of digital payment this year. The report highlights that, based on their shopping journey and purchase behavior, Indonesian holiday shoppers can be categorized into three key buyer personas: Category Explorers (45%), Bargain Hunters (32%) and Brand Lovers (23%).
“With the prevalence and growth of mobile shopping in Indonesia, brands must prioritize mobile as a mature sales channel to effectively tap into one of the world’s largest consumer markets. Festive seasons are always synonymous with sale events, especially in Indonesia and other Southeast Asian countries, and people will be looking both to spend more and get more bang for their buck. Proactively leveraging mobile-first engagement strategies will help brands get ahead of the pack in capturing market share during this competitive period," said Rishi Bedi, Managing Director, Asia Pacific at InMobi.
The report shares additional insights on consumer shopping preferences for the holiday season in Indonesia, as well as shopping trends and recommendations on mobile-first marketing strategies:
Brand loyalty is increasingly fluid with five out of 10 respondents planning to switch to less expensive brands and 57% already having tried new brands throughout the year
The top items purchased on mobile by Indonesians this year are skincare and makeup products, apparel and accessories, and gadgets
The most important and popular upcoming sale events of the year in Indonesia are the 11.11 and 12.12 sales when all types of buyers plan to make a purchase in the “buy” phase of their shopping journey.
Four shopping trends are expected for the 2022 holiday season: Learning, exploring, and buying on the go, using different channels to realize the same shopping traditions, a phenomenal surge in online shopping, and selective store footfalls.
With the rise in mobile shopping, InMobi has partnered with Gojek, Southeast Asia's leading mobile on-demand services and payments platform, and Telkomsel, Indonesia's largest telecom provider, to help brands in Indonesia connect with shoppers through enhanced advertising and consumer intelligence. InMobi also recently partnered with the iPrice Group, Southeast Asia’s leading online shopping companion, to help brands bring Personalized Shoppable Ad Storefronts to millions of online shoppers. Shoppable Ad Storefronts, consisting of Instant Shoppables and Branded Stores, is a technology that enables real e-commerce experiences within mobile ads, tailored to the audience.
To read more about The 2022 Indonesia Holiday Shopping Guide report, visit https://go.inmobi.com/2022-holiday-shopping-guide-sea or reach out to mobilemarketing@inmobi.com.
About InMobi
InMobi is the leading provider of content, monetization and marketing technologies that help fuel growth for industries around the world. The company’s end-to-end advertising software platform, connected content and commerce experiences seek to activate audiences, drive real connections and diversity revenue for businesses everywhere. With deep expertise and unique reach in mobile, InMobi is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. Headquartered in Singapore, InMobi maintains a large presence in San Francisco, London 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 and Dubai. To learn more, visit inmobi.com.
