InMobi’s latest report, “Decoding the Connected Southeast Asian Festive Shopper in 2021”, reveals that 69 percent of Indonesian respondents preferred to shop using their mobile devices, while 20 percent said they made their purchases through e-commerce websites. Meanwhile, half of all Indonesian respondents said they planned to reduce their offline shopping budget.

The report tracked pre-holiday consumer shopping sentiment in Indonesia, Singapore, and the Philippines, covering shopping plans, preferred product categories, spending budgets and shopping processes. InMobi used the Pulse intelligence platform to survey more than 2000 smartphone users in cities across Indonesia to uncover consumer preferences, shopping patterns, peak shopping schedules and device usage patterns.

The general decline in annual spending can be attributed to the Covid-19 pandemic, but Indonesian consumers are opting to head online to take part in the year-end shopping festival season that commenced in early September. Out of the 92 percent of respondents who planned to make online purchases, 37 percent are first timers.

“Sales usually increase in Indonesia during shopping festivals, especially with sales events on twin dates [like 9.9, 10.10 and 11.11] and Harbolnas 12.12,” said Rishi Bedi, InMobi’s vice president and general manager for Southeast Asia, Japan & Korea, referring to National Online Shopping Day.

“The pandemic is only accelerating some key trends,” he continued. “Since most consumers in Indonesia prioritize mobile for learning, exploring, and buying, it is important for brands to follow through with marketing strategies that fully take advantage of this consumer shift. Otherwise, brands will miss opportunities in an increasingly saturated market.”

According to InMobi, three types of consumers dominate online shopping festivals: bargain hunters, who haven’t planned their purchases and are looking for the best deals; category explorers, who know their preferred category but have not decided on which products or brands; and brand lovers, who plan to buy products from their preferred brands. However, consumers at all levels in Indonesia, which has one of the largest online marketplaces in Southeast Asia, prefer to shop online.

The report also provides in-depth insights on the holiday shopping preferences of Indonesian consumers, as well as shopping trends and recommendations for mobile-first marketing strategies.

It reveals that bargain hunters and category explorers mostly shop for clothing and accessories, while brand lovers tend to gravitate toward home devices and smartphones.

When the shopping event is held, dictates the peak season as bargain hunters and category explorers usually follow promotional or sales events on dates like 11.11 or 12.12. Interestingly, Harbolnas is the most active buying season for brand lovers.

About InMobi

InMobi is a leading provider of marketing and monetization technologies that fuel industries around the world. With deep expertise and unique reach on mobile, it is a trusted and transparent technology partner for marketers, content creators, and businesses of all kinds. InMobi's mission is to power its customers' growth by helping them engage their audiences and build meaningful connections. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore, and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London, and Dubai. To learn more, visit inmobi.com.

To access and download the full report, visit InMobi’s dedicated webpage (https://go.inmobi.com/2021-festive-season-report-sea/).

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