Eyeing Gen Z dollars this Ramadan? Here's when and where to target them

There might be preconceived notions about Gen Z being very unplanned with their purchases. However, InMobi's report for Ramadan found that 58% of Gen Z shoppers plan to make their purchases by the start of Ramadan, making them Gen New.

At the same time, Gen Zs in Indonesia are more inclined to shop on their phones and they value easy returns when it comes to mobile shopping, customer reviews, and free shipping. They also value app-only discounts and the range of products available on one single platform.

Compared to most Indonesians who are far more family-focused, Indonesia's Gen Now is looking to travel for pleasure. Close to a third of Gen Zs (29%) plan to travel leisure locally in Indonesia for Ramadan as well as visit family who are either in or outside of their hometown. Only 12% plan to travel internationally during the festive period.

When making these plans, Gen Z prefer to directly book with travel partners (41%) as opposed to booking offline at the service counter (35%) or via aggregator apps such as Traveloka and Shopee (24%).

Overall, 84% of Indonesians are making all of their purchases a week ahead of Eid. There is a strong preference for both in-store experiences (50%) and mobile (46%) this year. While there is a well-balanced preference for channels, budgets, on the other hand, are shifting as 31% indicated they will increase online shopping budgets. Meanwhile, 50% of Indonesians said they will decrease offline shopping budgets.

Many Indonesians cited app-only discounts and offers (63%) as the top reason why they shop on mobile, followed by range of brand and products (56%), easy payments (54%), and the convenience of ordering (50%).

This preference differs slightly from their Malaysian counterparts, who cited convenience (58%), range of products (55%), and easy payments (55%) as the top three reasons for shopping on mobile.

When it comes to shopping in-store, the majority of them (51%) care utmost about sanitisation standards of in-store staff, products, and services. Meanwhile, there are also a group of consumers who want to be able to book online for an in-store pickup (24%).

After a muted 2021, InMobi also witnessed the willingness to spend this year, with a significant rise to 28% amongst individuals who plan to spend between IDR2 million and IDR3 million for Ramadan. Indonesians are also looking forward to the festivities as they hope to visit Ramadan shopping and food bazaars (51%) and attend iftar parties (33%).

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Photo courtesy: 123RF

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