Singapore – Mobile advertising technology company InMobi unveiled through its Ramadan 2023 at a glance report that consumer sentiment in Indonesia maintains an upward trend as consumers embrace the gradual return to normalcy.
According to the report, 60% of respondents plan to spend at least IDR 3 million for Ramadan, a 4% boost from 2022. Results also showed that one in three app downloads during Ramadan are shopping apps, with downloads peaking two months before the celebration.
Moreover, 98% of respondents choose to explore deals, products, and brands for Ramadan on mobile while 56% prefer mobile as their primary purchasing channel.
The report likewise revealed that 72% of the respondents are category explorers who spend time planning and researching their online purchases, with 31% starting research one month before Ramadan.
“Every year, the festive month of Ramadan triggers a massive wave of spending activity in Indonesia, and we expect a rebound this year after modest celebrations in the last two years. Interestingly, mobile remains dominant as a preferred channel for shopping, entertainment, and even religious activities among consumers despite relaxed restrictions on travel and physical gatherings,” said Rishi Bedi, managing director for Asia-Pacific at InMobi.
He also added that because of the increase in spending activity amongst consumers, brands must continue to maximise their visibility and reachability to target consumer segments on mobile and other digital platforms.
Ramadan 2023 at a glance analyses expectations and habits of Indonesian consumers around the holiday and provides insight to brands seeking to refine their mobile marketing strategies during the nation’s holy month.
Last September, InMobi also released its report on mobile gaming ads amongst advertisers in Southeast Asia, where it was found that 98% of advertisers have increased their mobile gaming spend since the pandemic.
