Heaptalk, Jakarta — Populix predicted that mobile service consumption will increase by more than 40% in Ramadan 2024, primarily for internet-based services such as calls, messaging, and data usage.
The research entitled Ramadan 2024: Connectivity, Media Consumption, and Delivery Dynamic was conducted through an online survey on February 22-25, 2024, involving 1,029 male and female respondents aged 17-55 years. Research results show that people choose voice and video call services over teleconferencing to communicate and connect with other people.
However, they feel disrupted by the two main challenges regarding connectivity during Ramadan, namely poor signal quality and slow internet speed. According to the Head of Research at Populix Indah Tanip, in the current digital era, people prioritize the security and comfort offered by technology and the internet to connect and consume digital content in Ramadan.
Preferring social media and YouTube rather than TV
“Through the study we conducted, this month of Ramadan would see a spike in internet data usage for making calls, sending messages, and accessing diverse digital content. Apart from that, digital technology support in terms of delivery of goods has also increased, particularly for consumers who are looking for convenience in purchasing suhoor and iftar menu,” Indah explained.
Further, three out of four respondents said they regularly access media content during Ramadan, primarily on social media and the YouTube video streaming platform, while television and video-on-demand services are less popular. Four types of content are most accessed by Muslims, namely information related to worship schedules, entertainment content, cooking recipes, and culinary programs for suhoor and iftar. The majority of respondents (42%) consumed this content before iftar.
Apart from accessing content, the majority of respondents (81%) also expressed a desire to share their activities during Ramadan, specifically iftar times. Instagram and WhatsApp emerged as the most preferred platforms for sharing these experiences. Therefore, almost 60% of respondents will subscribe to the special Ramadan edition package, as they feel that the package offered is more suited to their communication and digital media content access needs, at a more affordable price.
Increasing demand for delivery services
Meanwhile, rising consumption can also be seen in delivery services. Three out of four Muslims say they use delivery services during Ramadan with 42% of them saying they will use delivery services more often than in other months.
In particular, delivery services for food and drinks reach 2-3 times a week, both for suhoor and iftar. This hike in food and drink purchases shows consumer preferences for convenience and efficiency in preparing food during the fasting month. Additionally, delivery services are also widely used to buy clothes, daily necessities, hampers, and Eid cards, as well as documents or letters.
However, nearly 70% of delivery service users said that Ramadan often affects their delivery experience, with most experiencing longer delivery times compared to other months. Although there are differences in user experience, 58% of users still gain satisfaction with delivery services during Ramadan.
