Gearing up for Ramadan? Here's why you should target Malaysian mums

Malaysian mothers should be a key target audience for brands that are planning Ramadan campaigns this year. With Malaysian mothers being primary purchase influencers across households, InMobi's new "Gearing up for Ramadan 2022" report found that they are more generous with their budgets, especially when compared to the average Malaysian.

Close to one out of four mothers plan to spend more than RM1,000 this Ramadan. Meanwhile, 50% said they will spend less than RM600.

Also, mothers of Malaysian infants are especially well-planned, with 42% of them making their purchases at the very beginning of Ramadan. Malaysian mothers are also leading the way when it comes to m-commerce this Ramadan.

Close to half of them (46%) said they will increase online shopping budgets while 39% said they will decrease offline shopping budgets. 

More mothers in Malaysia are shopping online on mobile due to the convenience of ordering (65%), range of brands/products/offerings (58%), and easy payments (55%).

Overall, shopping activity in Malaysia is expected to peak at the very beginning of the month with 67% respondents confirming that they would have completed their purchases by the time Ramadan begins. Half of them will shop via mobile while 46% of them will do so offline or in-store. At the same time, 39% will increase their online budgets and 45% will reduce offline spending, the report found.

Similar to Malaysian mothers, Malaysian consumers surveyed in general also 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, Malaysians are most concerned about social distancing (50%), having products and services sanitised (45%), and having an online booking with an in-store pick up (25%). 

That said, 53% of Malaysians are still pretty cautious with their spending and only plan to spend less than RM600 on Ramadan this year. On the other hand, 34% said they will spend between RM600 to RM1,000 while 13% indicated that they will spend over RM1,000. Malaysians are mainly buying apparel, groceries, home decor, and beauty products, and plan to shop for their family members, themselves, as well as business partners and clients.

While 28% are looking forward to available online shopping offers, the eagerness to head check out bazaars has intensified, with 65% of respondents indicating they are most looking forward to visiting Ramadan food and shopping bazaars.

The report surveyed 865 of Malay smartphone users between 20 to 24 December 2021. According to InMobi, the results are targeted and weighted to be representative of Malaysia's smartphone population.

Photo courtesy: 123RF