Telkomsel Enterprise releases Ramadan 2027 consumer behavior report

Telkomsel Enterprise has released a whitepaper titled ‘Ramadan Insight 2027: Reading the Rhythms of Ramadan’ to assist brands and advertisers in navigating changing consumer behaviors during the fasting month.

Data from Telkomsel indicates that consumer needs shift through three distinct rhythms over the 30-day period. During the first 10 days, characterized as a phase of adaptation and inspiration, mobile traffic during sahur (pre-dawn meal) increases by 77%, video and streaming services grow by 38%, and religious content consumption rises by 63% compared to regular days.

As the month progresses into the second 10-day period, consumer focus shifts toward socialization and shopping, including breaking fast gatherings and preparing for Eid al-Fitr. Mia Melinda, VP of Corporate Innovation, Sustainability, Marketing, and Digital Advertising at Telkomsel, noted that brands succeed by understanding these rhythms rather than simply increasing visibility, allowing for more targeted and effective campaign messaging.