Understanding the
Mobile Ramadan
Consumer
Ramadan Insights
2020
Research Objective
InMobi conducted a Ramadan research
study to better understand the shopping
sentiments of Indonesian consumers during
this season.
The main objectives of this study were to
understand:
• Change in consumer shopping behaviour
and priorities
• Understand their planning and spending
patterns.
• Understand the role of advertising and
mobile during this season
Research Methodology
An on-device survey conducted A sample of n=1800+
on InMobi Pulse Indonesian mobile users
Discover the
needs of
your
consumers Respondents recruited via InMobi Results targeted and weighted to
mobile ad network in January 2020 be representative of Indonesia's
mobile population
Understanding the
Connected Indonesian Consumer
Emergent Young
Population
54% of Indonesians are 34 or
Rising Middle younger
Class
70% of Indonesia makes up
to 3.5 million Rupiah per
month
Gender Balanced
Women make up 49.6% of the
population
Mobile First
Mobile Subscriptions make 136% of
total population in Indonesia
Decoding the Giving Sprit of Indonesia
47% 54%
of high-income groups will
of Indonesians will spend
spend more than 25% of
more than 50% of their
their bonus
bonus
Jakarta + Bandung
residents will spend more than
50% of their bonus
The Impulsive
Indonesian
Shopper
• 38% of Indonesians are
impulsive shoppers
• 1.5X increase in impulsivity
from 2019 to 2020
• Middle-class
Indonesians are most
impulsive across income groups
• 33% of Indonesians make their
purchases during Ramadan
The Planned
Indonesian
Shopper
• 62% of Indonesians are planned shoppers
• 17.7% decrease in planned shopping from 2019 to
2020
• Gen Z and Baby Boomers are most planned
shoppers across age groups
• 67% of Indonesians make their purchases two
weeks or earlier
What are Indonesians planning to spend on?
Food and Clothing Home Travel
Groceries Appliances
85% 67% 62% 55%
What influences purchase decisions?
40% 33% 19% 8%
Personalization Discount Coupons Recent Brand Ad Brand Loyalty
The Role of
Mobile during
Ramadan
How are Consumers
Using Smartphones
During Ramadan?
Religious Apps
48% use religious apps such as Quran
and Islamic Calendar apps
Entertainment Apps
40% use music apps, OTT apps, and video
apps
Shopping Apps
32% use apps to purchase a range of
items from groceries to clothing
Understanding Smartphone Impact on Users
What are consumers using their What ad formats do consumers prefer?
Smartphones for?
50%
40%
Learn 42%
30%
51%
Explore 48% 20%
31%
10%
Buy 25% 18%
0% 10% 20% 30% 40% 50% Video Interactive Full Screen
Impact of Smartphone Ads on Users
Purchase Lift Using Smartphones Brand Lift Using Smartphones
100%
80% Awareness 40%
60%
40% Recommendation 38%
75%
20%
39% 38%
Likability 31%
Purchase Took Action Consumption
Intent Increase 0% 10% 20% 30% 40% 50%
Winning this
Ramadan with
Mobile
Understand and Identify Your
BUILDING RAMADAN PERSONAS
Customer
Mobile provides marketers the opportunity to
gather deep insights through in-app market
research and mobile data signals.
Marketers can: Ramadan
• Build a complete profile of your consumer Appographic Trails
during Bulan Puasa Personas
by understanding their shopping behavior,
journey, and media preferences and
habits. Mudik
Hijabistas
Traveler
• Gather consumer insights 5X faster than s
Ramadan Focused
conventional research techniques Location Trails
Devout Nyokap in
Observers Charge
• Capitalise on always-on insights by
combining over 120 offline and online data
signals to capture the ever-changing user-
state in the shopping journey.
Build Deterministic Audience Segments with Key Data Attributes
Appographic Location Unique Audience
Traits Traits Segments
Religious Apps
Hijabistas
Boutique Store
Visits
Grocery Apps
Ride Hailing Mudik Travelers
Apps Transit Hub
Case In Point: Lifebuoy uses mobile audiences to help
families come closer
Objective
Lifebuoy wanted to help traditional mudik travelers who
were unable to travel this year feel closer to their families
Target Audience
Traditional Mudik Travelers who are not meeting their
families this year
Solution
Create a custom audience: 18 to 35 male, from rural
areas, high time spent on social apps, no indication of
travel
Results
Reached 2 million families, with 40% cards shared via
social media
Engage and Acquire Consumers
Leveraging Dynamic Creative Optimization
In this age of information overload, it
is critical to reach the right person,
with the right message at the right
time.
Location Product Demographic
This is why personalized ad
experiences have become the most
effective at influencing purchase
decisions.
This Ramadan make use of the wide
variety of data signals mobile has to
offer users the most immersive Sequential Weather / Time Re-engagement
experience ever. Storytelling
Dynamic Creative Optimization
Your cart is waiting
Buy on FASHION
The Tech The Bargain The Cart
Enthusiast Hunter Abandoner
Dynamic Creative Optimization
Case In Point: Bear Brand personalizes
customer engagement
Your cart is waiting
Objective
Connect with millennials during the holy month of
Ramadan and tap into their spirit of giving
Target Audience
Young, Observant, Indonesian Millennials who are
inspired by the spirit of giving during this time of the year
Buy on FASHION
Solution
Video creatives, which are the most popular format with
millennials, highlighting Niat Murni. Focusing on the spirit
of giving with a strong CTA “1 Kaleng saat Sahur” shown
to regular Mosque visitors
Results
Thewith
597k users were reach Techa 10% increase in instore The Bargain The Cart
footfall
Enthusiast Hunter Abandoner
Closing the Loop: Moving Online 2 Offline
Leverage comprehensive mobile ROI metrics that measures actual increase of in-
store visits which helps marketers understand how their mobile campaigns
influenced purchase behaviour of their target audience.
Footfall Attribution Purchase Uplift via Integration
Control Group
vs
Footfall Evaluation Exposed
Exposed Group
Winning Ramadan In Indonesia
The key to clutter breaking ads this Ramadan lies in four pillars
1 2 3 4
Identify and Understand Key Capture Key Moments with Attribute & Measure your Optimise Execution of
Audiences Dynamic Creatives Mobile Campaign Media Plan
Performance
Leverage Influence key moments Optimise your
Drive ROI led
smartphones to get by making use of campaign execution
campaigns by
consumer insights. programmatic video at by targeting the right
accurately attributing
Use a combination of scale audience at the right
success metrics to
stated data and 3rd time with the right
mobile marketing
party data signals to Leverage retargeting to creatives.
campaigns.
build custom engage cart
audiences abandoners
InMobi Marketing Cloud
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to
mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected
consumers.
Understand Engage
& Identify & Acquire
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About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across
advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's
portfolio companies include InMobi Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's
first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s
2018 World’s Most Innovative Companies. For more information, visit [Link].
Driving Shaping Building
Industry Consumer global thought
Innovation Experiences leadership
Ranked 3rd among World’s
Top 10 Innovative Companies
2018 CNBC 50 50 Disruptive
Disruptor List Companies
