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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Mobile Intelligence ● Transparent ● Always On ● Integrated
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 inmobi.com.

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Industry Consumer global thought
Innovation Experiences leadership

Ranked 3rd among World’s

Top 10 Innovative Companies

2018 CNBC 50 50 Disruptive

Disruptor List Companies