ada-2020年斋月数据趋势报告（英文）-2020.4-29页_8mb

报告摘要

Ramadan 2020: Data Trends for Marketers

Core Content Overview

Ramadan is a significant time for marketers in Southeast Asia and South Asia, where over 840 million Muslims live, representing a $2.2 trillion market. This period is marked by shifts in consumer behavior, travel patterns, and content preferences, making it crucial for brands to tailor their strategies accordingly. The following data trends, derived from XACT's proprietary data management platform, provide insights for optimizing marketing efforts in Indonesia, Malaysia, and Bangladesh.

Key Trends and Insights

1. Travel Behavior

Indonesia:
- Travel to hometowns peaks in the first week of Ramadan in some regions (Java Timur, Kalimantan Timur, Riau, Sumatera Barat).
- Top travel destinations include cities like Surabaya, Medan, and Pontianak.
Malaysia:
- There are two travel spikes: one a week before Eid and another during the third week of Eid.
- More people travel to Kota Kinabalu (East Malaysia) than to Johor Bahru or Peninsular Malaysia cities.
Bangladesh:
- Travel out of the city centre peaks after the second week of Ramadan.

2. Mosque and Religious Site Visits

Indonesia:
- Mosque visits increase, while prayer room visits decrease.
- Grave cleaning traditions begin in the second week of Ramadan.
Malaysia:
- Mosque and prayer room visits rise, showing no discrimination between the two.
- Visits to relatives' graves increase from the second week of Ramadan.
Bangladesh:
- There is a dip in mosque, prayer room, and cemetery visits the week before Eid, likely due to increased travel.

3. Religious App Usage

Indonesia:
- A 327% increase in religious app usage in the first week of Ramadan, dropping to -96% by the third week as routines adapt.
Malaysia:
- A sharp 82% increase in religious app usage just before Ramadan, which drops to -2% once the fasting month begins, and rises again during the second week of Eid.
Bangladesh:
- Religious app usage declines throughout Ramadan but increases closer to Eid.

4. Dining Out Behavior

Indonesia:
- Interest in eating out dips as people prepare for Eid, with a spike in cooking enthusiasts.
Malaysia:
- Malaysians shift quickly to cooking at home and maintain this behavior throughout Eid.
Bangladesh:
- Muslims dine out more during Ramadan, but this trend reverses during Eid as they opt to eat in.

5. Last-Minute Purchases

Indonesia:
- Big-ticket items such as furniture, automotive, and electronics are traditionally purchased during Eid.
- There is a slight dip in the first two weeks as people either make last-minute purchases or receive their salary.
Malaysia:
- Malaysians tend to buy new cars leading up to Eid as they plan to travel back to hometowns.

6. Content Preferences

Indonesia:
- Interest in recipes for kue kering (traditional cookies) and festive clothing rises during Ramadan.
- Videos on family, togetherness, and traditions are popular.
- After Eid, interest shifts to traffic conditions and price concerns.
Malaysia:
- During Ramadan, interest is in religious keywords like Ustaz, Iftar, and Quran.
- Popular content includes Ketuk-Ketaku Ramadan starring Sheila Rusly.
- During Eid, content centers around entertainment and celebrities.
- Post-Eid, interest moves to open houses and vlogs.

7. Video Upload Clutter

Indonesia:
- The most video uploads occur in the first two days before Eid, which is the most cluttered time for advertisers.
Malaysia:
- Video uploads peak ten days before Eid, making it the most cluttered period for content creators.

What Does This Mean for Marketers?

There is no universal strategy for Ramadan marketing.
Consumer behavior, interests, and pain points fluctuate throughout the season.
Marketers must align their messaging with the specific needs and behaviors of their audience at different times.
Authentic and hyper-targeted content is essential to avoid being tone-deaf.
Entertaining content is a key driver during Eid celebrations.