According to a survey of over 2,000 Indonesians by The Trade Desk and YouGov, 88% of Indonesians plan to make a purchase during Ramadan. Female millennial online shoppers are expected to spend more than the general population. Indonesians are embracing digital in their day-to-day activities for shopping, spirituality, and entertainment. Online shopping research is expected to peak in the 7-10 days before Eid Al Fitr, which is when Indonesians typically receive their Tunjangan Hari Raya (THR) bonus, and more than half of Indonesians are planning to spend their THR bonus this Ramadan rather than putting it into savings.
Female millennials are expected to spend more on makeup and fragrances, health and personal care, and apparel and accessories. Male millennials are predicted to spend more on praying essentials and digital goods, while Gen Z shoppers will spend more on health and personal care and makeup and fragrances compared to the general population.
Indonesians are increasingly turning to technology for their religious and spiritual needs, with two out of three engaging in online religious activities through mobile apps or online media. During Ramadan, online religious activity is expected to increase by 39%, and video streaming consumption will also be a key form of entertainment during the holy month.
Digital engagement also increases during Ramadan, with Indonesians starting their video streaming consumption earlier in the day during Suhoor (the pre-dawn meal that Muslims have during the fasting month) and returning to streaming again around Ifthar (the meal that Muslims have at sunset to break their fast, after abstaining from food and drink throughout the day). Religious content is popular during Suhoor, while more light-hearted content, such as comedy and movies, is preferred around Ifthar.