Mobile app usage significantly increases in Indonesia during Ramadan, according to a report by measurement and analytics company Adjust.
Adjust's findings indicate that shopping app sessions surged by 11% in Indonesia during the Ramadan period. This is in contrast to the global increase of 4%, showcasing a particularly strong engagement among Indonesian mobile consumers. During Ramadan, Indonesians actively seek deals and Eid gifts, aligning with the cultural and spiritual customs of the holy month.
The report highlights that 84% of Indonesian respondents plan to dedicate part of their budget to zakat, infaq, and shadaqah - charitable donations that are an integral aspect of Ramadan. This cultural practice coincides with the increase in shopping, as the season is also bolstered by the distribution of the Tunjangan Hari Raya, a mandatory holiday allowance.
In addition to shopping apps, other app categories have seen substantial usage increases. Gaming and entertainment apps experienced a 7% uptick in engagement, especially after iftar, the meal that breaks the fast each day. This trend is observed not only in Indonesia but also in Pakistan, where similar patterns of increased nighttime activity were noted.
The period of fasting during Ramadan also triggers a heightened dependence on utility apps. These apps facilitated essential daily tasks such as transportation and bill payments, contributing to a 10% increase in utility app sessions in Indonesia. This growth reflects an adaptation to the changes in routine that Ramadan introduces, ensuring a seamless user experience throughout the month.
For marketers looking to leverage this period, Adjust provides several strategies to enhance engagement and user retention. Marketers are advised to align their campaigns with peak activity periods observed during Ramadan: after iftar (48%), post-Taraweeh prayers (38%), and early morning before fasting (24%). Brands are encouraged to offer value-driven promotions like limited-time discounts and cashback rewards, catering to the economically conscious shopper.
Personalisation and data-driven targeting are recommended to maximise impact. Utilising artificial intelligence for audience segmentation and customised push notifications can drive higher engagement and conversion rates. An integrated omnichannel strategy can also help brands maintain visibility as consumers switch between various platforms such as apps, social media sites, and websites.
Furthermore, content that resonates with Ramadan's cultural significance, through video, interactive formats, or themed creatives, can enhance customer connection. Brands are encouraged to foster a sense of community engagement and contribute to social good by highlighting charitable activities and Ramadan traditions within their campaigns.
The period leading up to Eid, marking the end of Ramadan, presents further opportunities for brands. Companies should prepare for a surge in activity by offering fast shipping options and exclusive deals aimed at last-minute shoppers, ensuring smooth transaction processes with effective fintech solutions.
April Tayson, Regional Vice President for INSEAU at Adjust, emphasises the potential of this season as an opportunity for brands. "Ramadan is a time of meaningful connection, and brands have an opportunity to contribute by delivering value through thoughtful engagement," she stated. "With Adjust's powerful measurement and analytics suite, marketers can optimise every step of the user journey, whether for Ramadan campaigns or year-round strategy."
