Dream - Research conducted by advertising company The Trade Desk (Nasdaq: TTD) found that around 67 percent of the Indonesian population plans to allocate a quarter of their Eid al-Fitr allowance (THR) for shopping during the upcoming Ramadan. This quantitative research was conducted in collaboration with Milleu Insight. The survey was conducted online from October 3rd to October 9th, 2023, with 1,000 respondents who plan to celebrate Ramadan. This research highlights the increasing consumer optimism that will drive their spending.

This research also found that nearly half or around 48 percent of Indonesian consumers stated that their increased spending was based on confidence in the economy. Meanwhile, 43 percent of them have a desire to shop more.

The Trade Desk assesses that Ramadan will be a strategic time for marketers to acquire new consumers. The majority of the Indonesian society, around 85 percent, is open to trying new brands, and 7 out of 10 consider themselves as 'category explorers', where they have not yet decided on a specific brand for the product they want to purchase.

The research findings indicate that digital consumption will be focused on open internet channels such as OTT/CTV, streaming audio platforms, Islamic applications, mobile games, and online magazines/websites in this period. Specifically, Gen Z is active in streaming, showing a 20 percent increase in OTT/CTV consumption and a 25 percent increase in streaming audio.