Understanding the Mobile Ramadan Consumer

Ramadan Insights2020

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

An on-device survey conducted on InMobi Pulse

A sample of n=1800+ Indonesian mobile users

Respondents recruited via InMobimobile ad network in January 2020

Results targeted and weighted to be representative of Indonesia's

mobile population

Research Methodology

Discover the needs of

your consumers

Understanding the Connected Indonesian Consumer

Emergent Young Population54% of Indonesians are 34 or younger

Gender Balanced Women make up 49.6% of the population

Rising Middle Class 70% of Indonesia makes up to 3.5 million Rupiah per month

Mobile First Mobile Subscriptions make 136% of total population in Indonesia

Decoding the Giving Sprit of Indonesia

47% of Indonesians will spend more than 50% of their

bonus

Jakarta + Bandungresidents will spend more than

50% of their bonus

54% of high-income groups will

spend more than 25% 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 Groceries

Clothing Home Appliances

Travel

What influences purchase decisions?

Discount CouponsPersonalization Recent Brand Ad Brand Loyalty

33% 40% 19% 8%

85% 67% 62% 55%

The Role of Mobile during Ramadan

How are Consumers Using Smartphones During Ramadan?

Religious Apps48% use religious apps such as Quran

and Islamic Calendar apps

Entertainment Apps40% use music apps, OTT apps, and video

apps

Shopping Apps

32% use apps to purchase a range of

items from groceries to clothing

What are consumers using their Smartphones for?

Learn

Explore

Buy

42%

48%

25%

40%10%0% 20% 50%30%

31%18%

51%

10%

Video Full ScreenInteractive

40%

What ad formats do consumers prefer?

20%

30%

50%

Understanding Smartphone Impact on Users

Brand Lift Using Smartphones

Awareness

Recommendation

Likability

40%

38%

31%

40%10%0% 20% 50%30%

39% 38%75%

20%

Purchase Intent

Consumption Increase

Took Action

80%

Purchase Lift Using Smartphones

40%

60%

100%

Impact of Smartphone Ads on Users

Winning this Ramadan with Mobile

Ramadan Focused Location Trails

Appographic Trails during Bulan Puasa

Understand and Identify Your Customer

Ramadan Personas

Hijabistas MudikTraveler

s

Devout Observers

Nyokap in Charge

BUILDING RAMADAN PERSONAS

Mobile provides marketers the opportunity to gather deep insights through in-app market research and mobile data signals.

Marketers can:• Build a complete profile of your consumer

by understanding their shopping behavior, journey, and media preferences and habits.

• Gather consumer insights 5X faster than conventional research techniques

• 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.

AppographicTraits

Hijabistas

Mudik TravelersTransit Hub

Boutique Store Visits

Religious Apps

Grocery Apps

Ride Hailing Apps

Build Deterministic Audience Segments with Key Data Attributes

LocationTraits

Unique Audience Segments

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 AudienceTraditional Mudik Travelers who are not meeting their families this year

SolutionCreate a custom audience: 18 to 35 male, from rural areas, high time spent on social apps, no indication of travel

ResultsReached 2 million families, with 40% cards shared via social media

Engage and Acquire Consumers

Leveraging Dynamic Creative Optimization

Location Product Demographic

SequentialStorytelling

Weather / Time Re-engagement

In this age of information overload, it is critical to reach the right person, with the right message at the right

time.

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 experience ever.

The Tech Enthusiast

The Bargain Hunter

The Cart Abandoner

Dynamic Creative Optimization

Your cart is waiting

Buy on FASHION

The Tech Enthusiast

The Bargain Hunter

The Cart Abandoner

Dynamic Creative Optimization

Your cart is waiting

Buy on FASHION

Case In Point: Bear Brand personalizes customer engagement

Objective Connect with millennials during the holy month of Ramadan and tap into their spirit of giving

Target AudienceYoung, Observant, Indonesian Millennials who are inspired by the spirit of giving during this time of the year

SolutionVideo 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

Results597k users were reach with a 10% increase in instore footfall

Closing the Loop: Moving Online 2 Offline

vs

Footfall Attribution Purchase Uplift via Integration

ExposedExposed Group

Control Group

Footfall Evaluation

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.

Leverage smartphones to get consumer insights.

Use a combination of stated data and 3rd

party data signals to build custom

audiences

Winning Ramadan In Indonesia

The key to clutter breaking ads this Ramadan lies in four pillars

Identify and Understand Key Audiences

1 2 3

Capture Key Moments with Dynamic Creatives

Attribute & Measure your Mobile Campaign

Performance

Influence key moments by making use of

programmatic video at scale

Leverage retargeting to engage cart abandoners

Optimise your campaign execution by targeting the right audience at the right

time with the right creatives.

4

Drive ROI led campaigns by

accurately attributing success metrics to mobile marketing

campaigns.

Optimise Execution of Media Plan

Mobile Intelligence ● Transparent ● Always On ● IntegratedPowered by

Understand& Identify

Engage& Acquire

InMobi Marketing CloudInMobi 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.

About InMobi GroupInMobi 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.

Shaping Consumer

Experiences

Driving Industry

Innovation

Ranked 3rd among World’s Top 10 Innovative Companies

2018 CNBC 50Disruptor List

50 Disruptive Companies

Building global thought

leadership