1、THEMARKETERSGUIDETORAMADANIndonesia,2024ThegoalofthisstudywastounderstandIndonesianconsumersoutlookthisRamadanandoffermarketersinsightsintotheirbehavior.Wesetouttounderstand:IndonesianbehaviorthisRamadanTheirshoppingjourneysTheroleofmobileduringthisseasonvWitht
2、his,wehavepreparedinsight-basedideasformarketerstoleverageastheycrafttheirRamadancampaigns.RESEARCHOBJECTIVERESEARCHMETHODOLOGYOn-devicesurveySample:n=500IndonesiansmartphoneusersRespondentsrecruitedbetweenJanuary4and8,2024Respondentsagedabove18,withdifferentmaritalsta
3、tusesandgenders,andincludedparentsResultstargetedandweightedtoberepresentativeofIndonesiassmartphonepopulationCELEBRATIONINTHENATIONWithbiggerbudgets,multi-channelshoppingjourneys,andathirstfortravel,theRamadancelebratoryspiritishighthisyear.THEFESTIVEFRENZYATAGLAN
4、CEQ.Withrespecttolastyear,howhasyourbudgetchangedforonlineshopping|Samplesize:432Q.Withrespecttolastyear,howhasyourbudgetchangedforofflineshopping|Samplesize:432Q.HaveyoudecidedwhattoshopforRamadan2024|Samplesize:483Q.WherewillyoushopthisRamadan|Samplesize:
5、491Q.WherewillyoutraveltoduringRamadan2024|Samplesize:118SpendsseeaspikeSpendingisontherise,with60%ofIndonesiansreportinganincreaseintheironlineshoppingbudgetsand41%statingtheywouldincreasetheirofflineshoppingbudgets.ExploringisboomingIndonesiansdisplayedanint
6、erestinexploringtheiroptions,with85%ofthemstatingthattheywereyettodecidethebrandtobuyfrom,theproductstopurchase,orboth.Onlineshoppingisjaw-droppingAwhopping96%ofRamadanshoppersreportedthatdigitalmediumswouldbeanimportantpartoftheirshoppingjourney,therebyind
7、icatingtheprominenceofonlinechannels.MudikismassiveTheMudikwaveison,as74%oftravelingIndonesiansplantotakeatriptovisitlovedoneswholiveintheirhometownsoroutside.IndonesiansarelookingforwardtoshoppingandcelebratingthisRamadan.Theexcitementisevidentinhowamaj
8、orityofthemhaveplannedtoincreasetheirshoppingbudgets.BIGBUDGETSQ.Withrespecttolastyear,howhasyourbudgetchangedforonlineshopping|Samplesize:432Q.WhatisyourbudgetforRamadanshoppingin2024|Samplesize:48360%plantoincreasetheironlinespends32%plantoretainlastyearson
9、lineshoppingbudget3outof5plantospendmorethanRp3millionthisRamadanLessthanRp2,000,00014%Rp2,000,000toRp3,000,00028%Rp3,000,000toRp5,000,00033%Rp5,000,000toRp10,000,00021%OverRp10,000,0004%IndonesiansbudgetsforRamadan2024WithMudikontheirminds,Indonesiansare
10、eagertotraveltospendtimewithlovedonesthisRamadan.TraveltendstopeakduringthelastweekofRamadan,justasweobservedinthepreviousyear.THEMUDIKMOVEMENTQ.Whenwillyoubetraveling|Samplesize:1180%5%10%15%20%25%30%35%BeforeRamadanbegins1stweekofRamadan2ndweekofRamadan3rd
11、weekofRamadanLastweekofRamadanDaysbeforeIdul-FitriIdul-FitriMudiktravelplansinIndonesia8%3%14%31%10%14%20%IndonesianshaveprioritizedshoppingforthemselvesandtheirlovedonesthisRamadan,withthefocusbeingtheirinnercircle.57%ofIndonesianssaidtheywouldshopforthemselvesf
12、irstand26%saidtheywouldshopfortheirfamiliesfirst.GIVINGTOONESELFANDLOVEDONESQ.WhowillyoushopforduringRamadan2024|Samplesize:330ForthemselvesFamilymembersNeighborsHereiswhoIndonesiansareshoppingfor:PeopleinneedHouseholdstaffBusinesspartnersandclientsWHATMAKESTH
13、EMSTOPTOSHOPForIndonesians,thetopchanneltoshopisonline,andapparelandaccessoriesappeartobefirstontheirlists.WHATGETSTHETOPSPOTQ.WherewillyoushopthisRamadan|Samplesize:491Q.WhatitemsareyouplanningtobuyforHariRayaIdulFitri|Samplesize:33088%ofIndonesiansrepor
14、tedplanningtoshoponlineandofflinethisRamadan.ClothingandAccessories(89%)Grocery(71%)GiftPacks(70%)Thetopthreecategoriesofitemstheyplantobuy8%4%88%RamadanshoppingplansbychannelOnlineOfflineBothonlineandofflineUnlikelastyear,dealsarenotthetopdriverforpeopletoshop,
15、thoughtheyfeatureonthelistformobileshoppers.Mobileispreferredmainlyforeaseofpaymentandphysicalstoresforexperiencingtheproduct.WHERETHEYSHOPANDWHYQ.Whatareyourtopthreereasonstoshoponlineonyourmobile|Samplesize:330Q.Whatareyourtopthreereasonstoshopoffline
16、orphysicallyatastore|Samplesize:432Q.WhichchannelwillyouusetoshopfortheseduringRamadan|Samplesize:330MobileClothingandaccessoriesHealthandbeautyproductsGadgetsGroceryGiftpacksTopcategoriesboughtoneachchannelPhysicalstoreGroceryGiftpacksVehiclesHomeappliances
17、JewelryEasypayments:51%App-onlydiscountsandoffers:49%Freeshipping:49%TopthreereasonstoshoponmobileGettingtoseeortrytheproduct:49%In-storeexperience:16%Lesserchancesofbuyingthewrongproduct:15%TopthreereasonstoshopatstoresWhileRamadanshoppershaveadoptedthehybridmode
18、l,mobileistheirfavoritemediumacrosseverystageoftheirjourney.Fromwhentheylearnaboutdealsandresearchproductsorbrandstothetimetheymakeapurchase,mobilewins.MOBILETAKESTHECAKEQ.WheredoyoulearnaboutRamadansalesandoffers|Samplesize:330Q.Whichchannelwillyouuseto
19、researchorexploredeals,products,andbrandsforRamadanshopping|Samplesize:330Q.WhichchannelwillyouusetoshopfortheseduringRamadan|Samplesize:330Brandwebsites/apps:67%Mobilesearch/ads:59%Familyandfriends:54%Television:49%Physicalstore:47%Telegram/WhatsApp/SMSnudgesfrombrands
20、:32%Desktop/laptop:29%Newspapers,magazines,andbillboards:28%Email/newslettersfrombrands:20%LearnMobile:97%Physicalstore:62%Desktop:34%ResearchMobile:73%Physicalstore:26%Desktop:1%BuyWHENSHOPPERSGETGOINGIndonesianRamadanshoppersaretrueexplorers,startingtheirresearchandshoppingasearl
21、yasamonthbeforeRamadan.WeseethispeaktwoweeksbeforeRamadan.Therefore,forbrands,themonthleadinguptothefestivitiesisacrucialtimetomakealastingimpact.SHOPPINGSTARTSAMONTHBEFORERAMADANQ.WhendoyouexpecttostartplanningyourIdul-Fitrishoppingthisyear|Samplesize:3
22、30Q.Whendoyouplantoresearchspecificbrandsfortheitemsyouwanttobuy|Samplesize:330Q.Whendoyouplantobuytheparticularbrandorproduct|Samplesize:3300%5%10%15%20%25%30%35%40%45%AlreadystartedTwoweeksbeforeRamadanWhenRamadanstartsTwoweeksbeforeIdul-FitriAweekbeforeIdul
23、-FitriWhenIndonesiansshopforRamadanLearnResearchBuyTheIndonesianRamadanshopperisactivethroughouttheday,exploringdeals,products,andbrands.However,shoppingpeakstwiceoncebeforenoonandoncelateintheevening.SHOPPINGLASTSALLDAYQ.Atwhattimeofthedaydoyouusuallyshoponline
24、|Samplesize:43234%ofIndonesianshoppersreportedthattheywillbetween10amand2pm30%ofRamadanshoppersreportedshoppingbetween6pmand10pm0%2%4%6%8%10%12%14%16%18%20%6am-8am8am-10am10am-12pm12pm-2pm2pm-4pm4pm-6pm6pm-8pm8pm-10pm10pm-12pm12am-6amMobileshoppingactivityacrossthedayinInd
25、onesiaMEET2024SRAMADANSHOPPERSThisyear,IndonesiaseesthreetypesofRamadanshoppers.Eachofthemisatadifferentstageintheirshoppingjourneyandapproachestheirpreparationsdifferently.WHOTHESESHOPPERSAREQ.HaveyoudecidedwhattoshopforRamadan2024|Samplesize:483Areundecidedo
26、ntheproductsorbrandstobuyforRamadanArekeenonexploringthebiggestdealsthisseasonUnplannedShoppersAredecidedonthekindsofitemstobuy(suchasphones/clothes)butnotthebrandAreeagertoexploreavarietyofbrandsandresearchonwhatwouldbetherightchoiceCategoryExplorersAred
27、ecidedonthebrandthattheywouldliketobuyfromAreloyaltotheirfavoritebrands(suchasApple/Nike)BrandLovers17%68%15%ThethreetypesofRamadanshoppersUnplannedshoppersCategoryexplorersBrandloversANUNVEILINGOFUNPLANNEDSHOPPERSFormostunplannedshoppers,dealsareadifferentiator.Thei
28、rbudgetslieinthelowerandmidranges,butasignificantportionofthemarewillingtospendhigheramounts.MEETTHEUNPLANNEDSHOPPERQ.HaveyoudecidedwhattoshopforRamadan2024|Samplesize:483Q.WhatisyourbudgetforRamadanshoppingin2024|Samplesize:483LessthanRp2,000,00030%Rp2
29、,000,000toRp3,000,00031%Rp3,000,000toRp5,000,00021%Rp5,000,000toRp10,000,00013%OverRp10,000,0005%UnplannedshoppersbudgetsforRamadan202461%ofunplannedshoppersreportedbudgetsunder3millionrupiah13%ofmillennials16%ofGenZ17%ofmenandwomenidentifyasunplannedshoppers
30、18%ofunplannedshoppersreportedbudgetsover5millionrupiahSinceunplannedbuyersarespontaneousandseekdeals,shoppinglaststhroughouttheseasonforthem.SEETHEUNPLANNEDSHOPPERSJOURNEYQ.WhendoyouexpecttostartplanningyourIdul-Fitrishoppingthisyear|Samplesize:83Q.Whendoyou
31、plantoresearchspecificbrandsfortheitemsyouwanttobuy|Samplesize:83Q.Whendoyouplantobuytheparticularbrandorproduct|Samplesize:830%5%10%15%20%25%30%35%40%45%TwoweeksbeforeRamadanWhenRamadanstartsTwoweeksbeforeIdul-FitriAweekbeforeIdul-FitriWhenunplannedshopperssh
32、opforRamadanLearnResearchBuyACLOSELOOKATCATEGORYEXPLORERSMostRamadanshoppersacrossagesarecategoryexplorerswhoconstantlyseekinformationaboutproducts,deals,andbrands.Theyarewillingtospendalittlemoretogetwhattheywant.MEETTHECATEGORYEXPLORERQ.Haveyoudecidedwhattos
33、hopforRamadan2024|Samplesize:483Q.WhatisyourbudgetforRamadanshoppingin2024|Samplesize:483LessthanRp2,000,00012%Rp2,000,000toRp3,000,00028%Rp3,000,000toRp5,000,00038%Rp5,000,000toRp10,000,00018%OverRp10,000,0003%CategoryexplorersbudgetsforRamadan202459%ofcat
34、egoryexplorersreportedbudgetsabove3millionrupiah72%ofmillennials70%ofGenZ66%ofwomen70%ofmenidentifyascategoryexplorersForcategoryexplorers,shoppingpeakstwoweeksbeforeRamadan.SEETHECATEGORYEXPLORERSJOURNEYQ.WhendoyouexpecttostartplanningyourIdul-Fitrishoppingthis
35、year|Samplesize:330Q.Whendoyouplantoresearchspecificbrandsfortheitemsyouwanttobuy|Samplesize:330Q.Whendoyouplantobuytheparticularbrandorproduct|Samplesize:3300%5%10%15%20%25%30%35%40%45%AlreadystartedTwoweeksbeforeRamadanWhenRamadanstartsTwoweeksbeforeIdul-Fitr
36、iAweekbeforeIdul-FitriWhenexplorersshopforRamadanLearnResearchBuyADEEPDIVEINTOBRANDLOVERSTheseRamadanshoppersareloyalistswhosticktothebrandsthattheyhaveboughtforyears.Asexpected,theyhavemuchhigherbudgetsandarewillingtopayfortheirfavorites.MEETTHEBRANDLOVERS
37、Q.HaveyoudecidedwhattoshopforRamadan2024|Samplesize:483Q.WhatisyourbudgetforRamadanshoppingin2024|Samplesize:483LessthanRp2,000,0009%Rp2,000,000toRp3,000,00020%Rp3,000,000toRp5,000,00026%Rp5,000,000toRp10,000,00041%OverRp10,000,0004%Brandloversbudgetsfor
38、Ramadan202471%ofbrandloversreportedbudgetsabove3millionrupiah16%ofmillennials14%ofGenZ13%ofwomen16%ofmenidentifyasbrandlovers45%ofbrandloversreportedbudgetsabove5millionrupiahJustaswithcategoryexplorers,shoppingpeakstwoweeksbeforeRamadanforbrandlovers.SEETHEB
39、RANDLOVERSJOURNEYQ.WhendoyouexpecttostartplanningyourIdul-Fitrishoppingthisyear|Samplesize:70Q.Whendoyouplantoresearchspecificbrandsfortheitemsyouwanttobuy|Samplesize:70Q.Whendoyouplantobuytheparticularbrandorproduct|Samplesize:700%10%20%30%40%50%60%Already
40、startedTwoweeksbeforeRamadanWhenRamadanstartsTwoweeksbeforeIdul-FitriAweekbeforeIdul-FitriWhenbrandloversshopforRamadanLearnResearchBuyTHEPATHTOSHINEFORBRANDSTHISRAMADANDelightRamadanshopperswithseamlesscontentandexperiencesonthesmartlockscreenSingletapSeamlessma
41、rterendipitous*CreativesforrepresentationalpurposesonlyCATCHTHESHOPPERSEYEBEFORETHEYUNLOCKTHEIRPHONES220,000articlesreadperday10+cardsconsumedinasinglesession*Creativesforrepresentationalpurposesonly30millionmonthlyactiveusers1.2milliongamesplayedperday2millionhour
42、sofcontentwatchedpermonthLockScreen01LockScreenFeed02Trends(News/Fashion)030405DestinationsonthesmartlockscreenLiveGamesEngagementonthesmartlockscreenLEVERAGEKEYCATEGORIESWITHHIGHINTERACTIONRATESTHISSEASON*Creativesforrepresentationalpurposesonly19%22%17%27%19%22%46%22
43、%22%2.522.22.5233.52.52.2012340%10%20%30%40%50%EntertainmentFoodParentingBeautyTechnologyTravelGamesFashionFitnessInteractionRatesAvg.TimeSpent(Mins.)ContentcategoriesresonatingwithconsumersduringRamadanSource:Glanceplatformdata,Ramadan2023CATERTOTHETOPTHREECONTENTPREFERENCESINEACH
44、REGIONSource:Glanceplatformdata,2023BALI,NTTCategoryInteractionRateRegionalNewsAutomotiveandSportsHomeandWellness48.8%46%43.9%BORNEOCategoryInteractionRateEntertainmentFoodandRecipesBeautyTrends47.6%46.9%44.9%JAVACategoryInteractionRateFashionTrendsFoodandNutritionEntertainment49.6%4
45、8%47.8%SULAWESICategoryInteractionRateFashionTrendsFoodandNutritionEntertainment50.7%49%44.7%SUMATRACategoryInteractionRateFoodandRecipesBeautyTips&TrendsHomeandLiving47.2%46.1%43.2%SHINEBRIGHTWITHSTELLARMEDIAANDCONTENTSTRATEGIESFORRAMADANCONTENTCustomInfluencerLiveStreamsLiveG
46、amingStreamsCasualGamesOnthelivedestinationOnthegamingdestinationOnthegamingdestinationMEDIAFull-screenDisplayNativeVideosInteractiveExperienceUnitsOnthelockscreenandfeedOnthelockscreenfeedOnthelockscreenfeed*CreativesforrepresentationalpurposesonlyDuringRamadan2023
47、,IndofoodFreisshadtheanswertosyrup-lovingIndonesianswoesitlaunchedbrand-newpackagingwithanindustry-firstspill-prooftechnology,allowingpeopletoavoidspillageduringstorage.Todriveawarenessandpurchasesaroundthis,thebrandfeaturedanappetizingcookinglivestreamonthesma
48、rtlockscreenwithGlancerightaroundfast-breakingtime.Freissfollowedthiswithincredibledealsandasamplingexperiencethatdrovepurchases.JOINTHEFESTIVITIESLIKEINDOFOODFREISSDID703KIndonesiansreachedonGlance.102%ofthecouponredemptiontargetachieved.Theresult:Readmoreabout
49、thissparklingcampaignhere.RAMADANSTRATEGIESATAGLANCEEnableseamlessexperiencesEngage30millionmobile-firstusersonthefirstmobiletouchpointMakeeveryinteractionsmartTapintoRamadan-specificmomentswithrelevantexperiencesCreateasenseofserendipityGiveRamadanshopperswhatthey
50、wantbeforetheyunlocktheirphones.StartearlyandkeepconnectingwithshoppersShoppersstartresearchingandpurchasingearlyBrandsmusttoo.*CreativesforrepresentationalpurposesonlyAboutGlanceFoundedin2019,Glanceisaconsumertechnologycompanythatoperatesdisruptivedigitalplatform
51、sincludingGlance,Roposo,andNostra.Glancessmartlockscreeninspiresconsumerstomakethemostofeverymomentbysurfacingrelevantexperienceswithouttheneedforsearchinganddownloadingapps.GlanceLockScreeniscurrentlyavailableonover450millionsmartphonesworldwide.RoposoisaLIV
52、Eplatformthatisrevolutionizingliveexperiences,throughaunique,immersive,creator-ledapproach.NostraisthelargestgamingplatforminIndiaandSoutheastAsia,offeringgamersengagingwaystodiscover,play,watch,learnandcompete.HeadquarteredinSingapore,Glanceisanunconsolidatedsubsidia
54、gypartnerformarketers,contentcreators,andbusinessesofallkinds.InMobismissionistopoweritscustomersgrowthbyhelpingthemengagetheiraudiencesandbuildmeaningfulconnections.ItsaffiliatedbusinessesGlance,anunconsolidatedsubsidiarythatoffersalockscreen-basedcontentdiscove