Telkomsel Reveals Ramadan Digital Patterns 2025, Sahur Traffic Jumps 87 Percent

JAKARTA - Welcoming Ramadan 2026 in February, Telkomsel through Telkomsel Enterprise published a whitepaper "DigiAds Ramadan Insight 2026: Weaving Threads of Impact to Win Ramadan".

Referring to the insight from Ramadan 2025, customer engagement increased by 112% compared to normal days, among which it was driven by social media activities (+3% YoY), online shopping (+8% YoY), and financial services (+8% YoY).

This white paper also highlights that national data service traffic jumped by 87 percent during the sahur period (03:00 - 05:00) compared to normal days. In addition to sahur, traffic increases also occur at zuhur and before breaking the fast.

Not only traffic, customer engagement levels also experienced a sharp increase. Throughout Ramadan 2025, engagement was recorded to increase by 112%.

This increase was driven by increased activity in various digital services, especially social media which grew 3% year-on-year, online shopping which rose 8%, and digital financial services which also increased 8% compared to the same period last year.

Geographically, Telkomsel noted that the largest concentration of activity was recorded in West Java, DKI Jakarta, East Java, Banten, and North Sumatra.

In their digital daily lives, 58% of the audience are recorded as actively using social media, 17% regularly shop online, and 14% use digital financial services.

In terms of shopping behavior, more than 54% of consumers increased their spending with an average of Rp3.5-7 million in spending, especially for cooking ingredients (60%) and ready-to-eat food (50%).

However, the choice of shopping channels is still divided: 64% shop online, while 36% still choose offline, strengthening the need for a consistent omni-channel strategy at all interaction points.