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
56% of Singaporean businesses believe their IT environments are more or significantly more complex than two years ago.
95% of employees are using non-business approved applications to get work done.
42% of Singaporean businesses report using over 100 cloud and on-premise business applications.
93% of Singaporean businesses believe that their organization is missing out on the full benefits of analytics due to the complex and disperse nature of their data and applications.
86% of Singaporean businesses are already adopting cloud technology, higher than the regional average
85% of Singaporean businesses are concerned that they would not be able to respond to a data breach required by law (such as GDPR). Of those concerned, the top reasons include:
48% due to data located in different systems and applications
37% due to time concerns
34% due to a drain on resources
Overlapping systems, applications, and new and old infrastructure cost time, money, and affects innovation. The rise in complexity felt by Singapore’s organizations is holding back digital transformation efforts and restricting cloud adoption.
Full studies below.
The State of IT Complexity in Asia-Pacific and Japan [PDF]
Get Craft recently surveyed 150+ Indonesian marketers asking about their digital & content marketing habits. 55% of marketers still lack clarity about how their digital marketing drives business objectives. Other key findings included:
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness – but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
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.
For the second in our seasonal review we look at our 5 top pieces of engaged content from DIA over 2014. Of course we’ve weighted our rankings so that content posted in November has as much chance as the early starter from January.