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New research shows Indonesians plan to boost online shopping and meal delivery during Ramadan 2021

Jakarta, March 31, 2021 — Ramadan is one of the long-awaited celebrations by Indonesian Muslims. A new survey commissioned by global advertising technology leader, The Trade Desk (Nasdaq: TTD) reveals a boost in online shopping and meal delivery during Ramadan as nearly 1 in 2 Indonesians do not plan to travel back to their hometown to celebrate the mudik tradition of ending the month of fasting. With plans to stay local and forgo travel, Indonesians plan to reallocate their mudik travel funds. In fact, a whopping 63 percent of those who typically shop during Ramadan said they will be doing more Ramadan shopping online this year compared to last year. That figure goes up to 68 percent for millennials, a highly-coveted age group among advertisers.

In addition, Indonesians are also planning to increase the number of takeaway meals ordered online as families adapt their Ramadan celebrations to the COVID era. Among the food delivery app users, nearly 6 in 10 say they’ll be using food delivery apps more frequently this year compared to last. This trend is especially prominent among families with kids as they are unable to go out as much as they usually would during iftar at this time of the year.

The survey also showed that E-wallets have been gaining traction in Indonesia: 1 in 3 Indonesians report using E-wallets to pay for their daily expenses. To this end, advertisers must rethink how they can better equip themselves with insights into food deliveries, grocery and product shopping trends, as well as in-store purchases with E-wallet to keep pace with the accelerated use of E-wallets. The rise in e-wallet usage offer brands the opportunity to understand how digital advertising converts into sales. Through The Trade Desk’s partnership with Gojek, advertisers on the Gojek platform can obtain insights on the impact of their online advertising and how it correlates to transactions made both online and offline.

Florencia Eka, Country Manager, Indonesia, considers the shift during Ramadan as an opportunity for advertisers to sharpen their media strategies. “As Indonesians spend Ramadan and Eid Al Fitr at home, they are also opting to spend more time and money online, creating more meaningful opportunities for brands to reach and engage consumers as they shop, eat, and pay for daily necessities using digital channels.”

In terms of media consumption, The Trade Desk’s research indicates that online video streaming will also rise during Ramadan 2021. One in two Indonesians surveyed said they plan to spend their Ramadan leisure time watching movies and TV series online (48 percent), while nearly an equivalent number plan to stream online music (42 percent). With 40 million Indonesian consumers on ad-supported OTT platforms, brands can take advantage of these new channels to stay top-of-mind.

“The shift during Ramadan to increased online shopping and meal delivery, as well as OTT viewing consumption, speaks to a larger trend that we’ve seen accelerate during the pandemic, and we don’t see this reversing,” said Eka. “As more Indonesians continue to turn to new digital channels such as E-wallets and OTT video streaming, more advertisers will follow where consumers take them. These digital channels offer modern marketers the ability to move beyond traditional digital metrics and instead, prove ROI of their advertising spend with real world business outcomes by applying data with greater precision and through better measurement capabilities.”

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

Contact person and media relations:

Vania Desideria
Edelman Indonesia for The Trade Desk
vania.desideria@edelman.com