Quick stats: How much are Indonesians planning to spend during Ramadan?

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Around 60% of respondents plan to spend at least IDR 3 million for Ramadan this year, up from 56% in 2022. Moreover, the mobile-centric habits developed during the COVID-19 pandemic remain prevalent, especially with 98% of respondents choosing to explore deals, products and brands for Ramadan on mobile and 56% preferring mobile as their primary purchasing channel.

Consumer sentiment in Indonesia maintains its upward trend heading into 2023 as consumers embrace the gradual return to normalcy. These insights were found in the Ramadan 2023 at a Glance report by content, marketing and monetisation technology firm, InMobi. The report analyses the expectations and habits of Indonesian consumers surrounding Ramadan, providing insight to brands seeking to refine their mobile marketing strategies during the nation’s holy month.

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Indonesia has the world’s largest Muslim population at an estimated 229 million, making the holy month of Ramadan one of the nation’s most widely observed occasions. Increased consumer spending is typical during this month as many observers shop for gifts, travel tickets, and iftar (the evening meal that breaks the Ramadan fast). Moreover, anticipation for Eid-al Fitr further spurs consumer spending as buyers prepare to mark the conclusion of Ramadan in celebratory style.

The report shared additional insights on consumer shopping preferences during the Ramadan season, as well as other purchasing and mobile usage behaviours:

Around 72% of respondents are category explorers that spend time planning and researching their purchases online – with 31% starting research one month before Ramadan.

One in three app downloads during this period in Indonesia are shopping apps, with downloads peaking two months before Ramadan.

Respondents are most active on their mobiles in the evening and night, with spikes in mobile activity seen before suhoor (sunrise meal) and after iftar (sunset meal).

“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, Asia Pacific at InMobi.

As such, brands must continue to proactively maximise their visibility and reachability to target consumer segments on this and other digital platforms, Bedi added.

Last Ramadan, Burger King Indonesia partnered with food delivery platform GoFood to bring together several F&B brands to allow Indonesians to bukber (break fast) with ease. Held until 8 May 2022, Indonesians could order food from selected F&B partners, such as Starbucks, Cold Stone, Krispy Kreme and Pizza Marzano, and bukber at Burger King outlets across the market at designated community tables.

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