There are 240 million Muslims in Southeast Asia and 600 million Muslims in South Asia, representing a $2.2 trillion dollar market, and with Ramadan just around the corner, brands are racing to stand out in the busiest season of the year.
Digital platform ADA have put together some useful research covering how marketers can reach consumers during this period.
Ramadan Digital Trends 2020 [PDF]
A few key Ramadan trends for marketers in Southeast Asia and South Asia:
Travel to hometowns is common – but travel patterns may differ by country.
Visits to mosques, prayer rooms and cemeteries shift.
The usage of religious apps fluctuates.
Muslims start eating out less.
Last minute buying of big-ticket items.
Muslims are searching for different content at different times
Binge-watching of online video is on the rise amongst Singaporeans, who spend on average two hours, 35 minutes watching videos in each sitting according to the State of Online Video 2019 report.
In addition to time spent, Singaporeans are also consuming more online video services. The report revealed that a majority 64 per cent of Singaporeans subscribe to at least one streaming service, and nearly three in four Singaporeans (72 per cent) now use dedicated streaming devices such as Google Chromecast, Amazon Fire TV, or Apple TV.
Globally, people who watch online video spend an average of six hours, 48 minutes per week watching various types of content. Average viewing time is has grown 59 percent since 2016.
Figure 1: How many total hours of video content do you watch online each week (by year)?
Viewers in the US watch the most online video each week at an average of eight hours, 33 minutes, followed closely by viewers in India. Singapore sees the third highest volume of online video viewing.
Figure 2: How many total hours of video content do you watch online each week (by country)?
Latency, or delays in streaming, remains a critical point of frustration for viewers. The report found that more than half of Singaporeans are more likely to watch live sports online if the stream was not delayed from the broadcast. This is because traditional streams are generally delayed by 30 seconds or more from the broadcast feed, and with the rise in social media usage, every second of delay can potentially ruin the game when online viewers learn about big plays from social media before seeing the action online.
AppsFlyer has just released it’s “State of App Marketing in India” report, offering insights into India’s mobile marketing landscape, the latest trends and how to navigate India’s mobile ecosystem.
India is the world’s fastest growing mobile market, faster than even China, with the country now accounting for 10 percent of global smartphone shipments, according to IDC. Indian consumers have a relatively high in-app buying rate compared to the global average, especially in shopping apps.
The report looked at three broad categories of shopping, travel and entertainment apps, and also revealed other key findings:
India ranks sixth globally in terms of number of minutes spent on apps per day.
There was a 200% increase in the average number of installs per app when comparing January 2017 to January 2018
India suffers from a high uninstall rate due to limited storage space in the Android dominated market. Close to one third (32 percent) of installed apps are deleted within 30 days. Retention is also a challenge with only about 5% of users active 30 days after installing an app.
India is increasingly attractive to non-Indian apps, especially Chinese ones. More Chinese apps are now in the top 200 compared to Indian apps. The share of non-Indian apps in the categories of shopping and travel grew by 84 percent and 45 percent respectively. In contrast, the share of Indian-based apps has risen year on year in the entertainment category.
The State of App Marketing in India report analyzed data from different time frames throughout 2017, with a sample of 1 billion plus app installs, 4 billion app opens, and $400 million generated from in-app revenue.
The latest MasterCard Mobile Shopping Survey covering Asia Pacific finds consumers embracing the convenience of mobile shopping. Almost half of consumers – around 45% in total – made a purchase using their smartphone in the three months preceding the survey.
Exactly 50% of respondents across Asia Pacific cited convenience as the most compelling reason for shopping on their smartphone. Other motivating factors include the ability to shop on the go and the growing availability of apps that make it easy to shop online.
Fig 1: % consumers who have made a purchase using a smartphone
In addition to using their mobile phones to make purchases, shoppers in the region are also using it to compare prices between physical and online stores. Close to half (45%) of respondents have conducted price comparisons, with a similar proportion (44%) also stating that they have conducted research online prior to making a purchase in-store.
Overall, consumers from China (70%), India (63%) and Taiwan (62%) are the most likely to shop using their smartphones with the most popular mobile shopping purchases amongst Asia Pacific shoppers include clothing and accessories (27%), followed by apps (21%) and daily deal coupons (19%).
Asia Pacific consumers are also adopting new mobile technologies, with 28% of respondents saying that they use mobile banking apps. Group buying apps (40%) and digital wallets (28%) are the most popular amongst Chinese consumers.
Increased smartphone ownership is clearly having a massive impact on the way people across Asia Pacific shop and spend. Brands and online shopping portals need to continue to develop easy and simple ways to browse and pay, as convenience remains paramount to consumers whether they are shopping on their phones or in-store.