Year-end Holiday Arrives, Twitter Research: 50 Percent Of Indonesians Are Still Afraid To Gather

Tweets related to the holiday season have been visible since mid-November. (photo: doc. unsplash)

JAKARTA - The holiday season at the end of 2021 is getting closer, it can also be seen that conversations on Twitter regarding holidays are increasing even before December begins.

However, a research report conducted by Twitter related to this holiday revealed that 50 percent of Indonesians are still worried about gathering in a crowd, but they still welcome the holiday season by exchanging gifts.

The conversation was even more lively towards the end of the year. In 2020 alone, more than 2.3 million holiday-related Tweets have been seen since mid-November.

Meanwhile, conversations about shopping and gift ideas for Christmas celebrations have started since mid-November, then enlivened by greeting each other for Christmas to New Year's celebrations. It reflects the flow of how people plan what they want to buy or prepare for the holiday season.

Citing an official Twitter statement, Thursday, November 25, with PPKM continuing and as many as 46 percent of Indonesians still choose to shop online during the holiday season, people come to Twitter for inspiration.

This research also found that 31 percent of Indonesians have difficulty finding the right gift, so they come to Twitter to discuss the items they want to buy during the holiday season.

The topics discussed are very diverse, ranging from recipes and types of food and drinks, the latest products, or fashion to welcome the Christmas celebration. In addition, 33 percent of Indonesians discover new brands and attractive offers while browsing Twitter.

In addition to an increasingly diverse community on Twitter to share ideas, 40 percent of those who get inspiration from Trending Topics and Twitter hashtags are 40 percent. While the other 39 percent get inspiration from the Topics or Interests they follow.

Furthermore, the holiday season in Indonesia is synonymous with sharing and celebration, so the majority of conversation topics related to the holiday season in 2020 are around Hari Raya greetings as much as 59 percent to relatives and family, followed by Entertainment topics 17 percent and Shopping 11 percent. This is in line with the rise of attractive offers from various e-commerce during the holiday season.

The conversation that powers Twitter, combined with an audience that is receptive to information or novelty, makes it the best place for brands to gain insight into the latest holiday-related trends from consumers.

In Indonesia, 43 percent of buyers want to see offers from brands, another 28 percent want to see gift recommendations from brands, and 50 percent want to see funny content on Twitter.

In addition, the product categories purchased also varied, ranging from food and beverages, personal care products, fashion, and accessories, to technology products. There are two factors that influence Indonesian consumers when buying technology products, namely price (69 percent) and product specifications (62 percent).