Decoding the shifts in online consumer behaviour during Ramadan

Ramadan is a month that changes many aspects of daily life, including the way people interact with technology. Consumption patterns shift, shopping habits change, and the use of digital apps increases across various sectors.

More than just a period with increased transactions, Ramadan also brings a significant shift in the way people seek more personalized and meaningful experiences. Not only do they want to get the best deals, but they also want to feel more connected to the community and the values upheld during this holy month.

This behavioral shift impacts a wide range of digital sectors, from e-commerce to entertainment and financial services. For brands and app developers, understanding these changes is key to increasing user engagement and loyalty during Ramadan.

Spike in app usage during Ramadan

Recent data from app analytics company Adjust shows that there was a significant increase in app usage in Indonesia during Ramadan. Shopping app sessions in Indonesia increased by 11% compared to the annual average, much higher than the global increase of only 4%.

Utility apps also saw a 10% increase in sessions, indicating an increased reliance on digital technology for daily needs such as transportation, bill payments, and productivity. This proves that people are increasingly relying on mobile apps to ensure the smooth running of daily activities despite the change in routine during the fasting month.

"After breaking the fast, many people in Indonesia spend time playing games and entertainment apps, leading to increased activity in the evening," Rio Prawika, Sales Manager at Adjust, told Campaign Indonesia. "This can be seen from the 7% increase in gaming app engagement during Ramadan."

Strategies for utilizing the Ramadan theme in the app

Apps that feature Ramadan-themed elements tend to get more engagement from users. "Visuals such as crescents, lanterns, and warm color palettes create an atmosphere that matches the spirit of Ramadan," Rio said.

However, it is not just aesthetics that attracts users, but also features that are relevant to their daily lives. Apps that provide prayer time reminders, iftar timers, and artificial intelligence-based content recommendations saw an increase in user retention during Ramadan.

Personalization also plays a big role in increasing engagement. "Features such as customized Ramadan greetings, product recommendations based on user habits, and relevant Ramadan tips and articles make the app feel closer to users," he added. Interactive experiences such as in-app stories, influencer-guided content and community-based challenges further strengthen the relationship between users and the app.

Optimal time for user engagement

April Tayson, Regional Vice President of INSEAU in Adjust, emphasized the importance of data-driven strategies in understanding consumer habits during Ramadan."Specific times such as after Iftar (48%), after Tarawih prayers (38%), and early morning before sahur (24%) are the moments with the highest user engagement. Brands that tailor their marketing strategies to these patterns will get more optimal results," April said.

"Brands should align ads, promotions and push notifications with times when user engagement is high," Rio said. "This will increase the likelihood of users interacting with the app and converting."

Value-based offers are also an effective strategy to increase conversions. Time-limited discounts, bundling offers and cashbacks can attract price-conscious consumers who are actively looking for the best deals during Ramadan. According to research, 97% of Indonesian consumers conduct product research via mobile before making a purchase.

Community engagement and social challenges

Ramadan is all about togetherness, and apps that build active communities attract more users. One effective strategy is to utilize user-generated content and community-based challenges.

"Hashtag challenges to share Iftar and sahur moments or Ramadan decorations have proven successful in increasing engagement," Rio said. Recipe contests have also become very popular on platforms such as Pinterest and Instagram, while social media polls and Q&A sessions on nutrition or spiritual tips during Ramadan provide reasons for users to engage.

In addition, influencer engagement further strengthens the relationship between brands and users. "When influencers share fasting reflections, iftar menu ideas or Ramadan gift guides, audiences feel more connected," he added. The trend of short videos on TikTok and Instagram also plays an important role in inviting audience participation through interactive challenges.

Differences in consumer behavior between markets

While digital consumption patterns increase across countries during Ramadan, there are stark differences in user behavior in Indonesia, Malaysia and the Middle East. In Indonesia, shopping is still a mix of online and offline.

"66% of Indonesian consumers shop online, but 61% still prefer in-store shopping," said Rio. However, 79% of those who search for products online end up visiting a physical store before buying, making the omnichannel experience a key factor in marketing strategy.

Malaysia, on the other hand, focuses more on spending for social purposes, especially gifts and home decorations. "Spending on gifts and special occasions increased by 44% during Ramadan," Rio added. Influencer marketing is becoming a more effective strategy in Malaysia, especially for promoting gift ideas and home décor.

The impact of the pandemic on Ramadan consumer behavior

Consumer behavior during Ramadan has undergone significant changes since the COVID-19 pandemic, combining tradition with modern digital habits. The pandemic accelerated the shift to mobile and online platforms, changing the way people shop, consume content and manage their finances during Ramadan.

E-commerce adoption surged during the pandemic, with a 37.7% increase in parcel orders during Ramadan 2021 in key Muslim markets. This trend continues to strengthen with data from Adjust showing that shopping app installations in the METAP region increased 28% during Ramadan 2024 compared to the annual average.

Shopping behavior is also changing, with peak sales now occurring between 4pm and 6pm (just before breaking the fast) and last-minute Eid shopping becoming increasingly common. "Today's consumers are more flexible in their shopping patterns, utilizing technology to fulfill their Ramadan needs whenever they are ready," Rio said.

Capitalizing on Ramadan momentum for long-term engagement

With the increasing digitization in Indonesia, Ramadan is a momentum for brands to not only increase sales, but also build long-term relationships with users. Ramadan is not just a period of increased consumption, but also a time when people seek more meaningful experiences.

A recent survey revealed that 84% of respondents in Indonesia allocate a portion of their budget to zakat, infaq and sadaqah. "Applications that simplify the donation process and provide transparency regarding the impact of user contributions will be more attractive to the public," Rio explained.

Consumers are increasingly choosing brands that not only offer products or services, but are also able to provide added value through programs that are relevant to the spirit of Ramadan, such as community-based promotions and social initiatives. "When apps offer loyalty programs with exclusive Ramadan-themed rewards, users tend to participate more actively," Rio said.