Indonesias

Digital Consumer
Behavior Report 2016
A shift in Indonesia
Consumer Behavior
The Indonesian consumer is ranked as one of
the most confident people in the world and 50%
of Indonesias 253 million citizens are under the
age of 30.
A shift in Indonesia
Consumer Behavior
Indonesias internet users right now, are around
83,600,000 with 28.3% people are categorized as late
adopters (40-59 y/o) and 69.3% are categorized as a
digital native (20-39 y/o)

Active mobile subscription reach almost 282 million

subscribers, 13% bigger than Indonesian population
Social Media
After Office = Happy Hour
06.00 - 10.00 10.00-14.00 Break = social media time
14.00-18.00 >18.00
Lunch break is also counts, but
11%
the prime time is after office
14%
hours (above 6pm)
65% 10%
This is the time most workers
and students in Indonesia
finished their schedules/
activities.
 Social Media Activities
79% of Indonesians
1
choose to Browse their
0.8 timeline when opening

0.6
social media
Around 30-35% update
0.4
their information
0.2 (update status, upload
photo, or share
0
links/videos)
Upload Update Share Location Browsing other
photo status links/videos Checkin
Popular Topics on Social Media
0.625

0.5

0.375

0.25

0.125

0
Option 1 : Option 4 : Option 5 : Option 6 :
Acara TV hiburan teknologi Other

While Technology, Sport, and Politics pretty the

popular topics on social media, 49% Indonesians
looks for Entertainment
77% Indonesians open their

social media timeline

while watching TV
Smartphone is the Primary Device
for Accessing Social Media
Indonesia is a mobile-first
Phone Smartphone Tablet Laptop Others
country with 281,963,665
active mobile subscription
6%
4% Its 13% bigger than the
1%
5%
population
84% Thats the main reason on
why 84% of Indonesians
choose to use smartphone
for accessing social media.
 Instagram is one
of the most Facebook
popular social
media platform,
Remains on Top
they even beats
Twitter and Path.
But, Facebook
remains on top as
the most popular
social media
platform in
Indonesia.
A Facebook Country
Facebooks journey in Indonesia started around
2008-2010, that was when the Facebook user
growth reach to 8223,2%*
From that point, Facebook kept growing until
Indonesia became the 4th largest Facebook
population in the world.
Today, 81% of Indonesian still uses Facebook.
*Kompas (2011)
 BBM is still the Champion of
Messaging Platform

Like Facebook, BlackBerry Messenger who had their glorious day

back in 2011* remains on top, 77% Indonesian are still using it today.
WhatsApp and LINE follows closely in the 2nd and 3rd place.

*IDC
Streaming Services
TV Cable Subscribers
Remains Low
57% of Indonesians are not subscribing to
a cable TV

64% of them didnt have a plan to, and

only 36 % are willing to
Budget for a Cable Network

85% of Indonesian
0.9

0.675
thinks
That 250,000 IDR is
0.45 highest price
people are willing
0.225 to pay for a TV
cable services.
0
< Rp 250.000
Rp 250.000 - Rp 500.000
< Rp 500.000
Time Spent for Streaming
(days-weeks)
0.425 Internet access speed in

0.34 Indonesia is 5x better

0.255 compared to last year*

0.17
32,5% enjoy streaming
0.085
service everyday.
0
Everyday Couple of Once in a Never 32,6% for a couple of days
days week
*Akamai (Q1 2016)
Time Spent for Streaming
(Minutes-Hours)

0.5 Although many people

enjoy streaming
everyday, only 21% of
0.375
them spent more than
an hour to do
0.25
streaming.

0.125 42,5% Indonesians

choose to enjoy
0 streaming under 30
<30 menit 30 menit - 1 jam >1jam minutes.
Video is the Preferred
Streaming Service
With the explosion of video
content on the Internet, there
Film Music
26% 22% is a sharp increase in viewing
video streams*
52% of Indonesians prefers
Video to watch video instead.
52%
(usually YouTube and
Facebook) contents

*Ericsson Mobility Report (2016)

Smartphone as the Primary
Device to Stream
DEVICES Just like in social
Smart TV Smartphone Tablet Computer
media, majority (67%)
3% of Indonesians use
22% their smartphone to

8% enjoy streaming
67% service
22% still rely on
computer.
Internet Connection to Enjoy
Streaming Services
4G starts to get attention,
While Wi-Fi stays on top
Majority of Indonesians 4G
agree that the 15%

implementation of 4G /
Wi-Fi
LTE will drive the 3G 55%
30%
economic growth and
expand the Internet
access in the community*
*DailySocial Survey: Public Opinion on the
Implementation of Technology 4G / LTE (2015)
Offering Paid Content is
still a Big Issue
Although majority
of Indonesia start to
Yes
enjoy streaming 27%

service, only 27%

choose to pay for it.
No
73% are not willing 73%

to pay for a
streaming services.
Willingness to Pay in the Future
Remains Low
59% of Indonesians
wont paying for
No streaming contents,
59%
Yes 33% are still think
7%
about it.
Maybe The challenge is on
33%
what kind of scheme
that will drive
Indonesians to pay
Budget for a Streaming Services
Majority still choose not
to pay for a streaming
service, with the rest > Rp
250.000
think that 50,000 IDR to 9%
Rp 50.000 -
250,000 IDR is the most Rp 250.000
57%
reasonable pay for a < Rp
50.000
monthly streaming 33%

services.
Online Transportation
A shift in using Transportation
Service Behavior
In 2015, on-demand service started to getting the
peoples attention.
These traction are showing no sign of slowing down in
2016, both from investor side and consumer side
People behavior start to change on using
transportation service
Today, three online transportation services in
Indonesia with significant marketshare: Uber, Go-Jek,
and Grab.
 Online Transportation Used in
a Monthly Basis
Majority of Indonesia now use
transportation apps often. But
most of them choose to use it on a
monthly basis Weekl
y
Only 15% use the transportation
29%
Monthl
app on daily basis. y
One of the main reason of this 55% Daily
15%
usage is to evade traffic jam.
 Preferred on-demand App for
Transportation
Car transport Motorbike transport

UberMOTO
GrabC R
2%
ar
45% GoCar GrabBike
14% 14%
Gojek
83%
Uber
41%

Go-Jek dominant in motorbike services since it starts early. And

for car services, Uber and GrabCar have tight competition while
Go-car show some traction.
Preferred on-demand App for
Delivery
On-demand delivery Food
delivery

Grab KlikEat Foodpanda

2% 4%
Send
16% Go-food GrabFood
87% 7%
Go-Send
84%

In term of delivery services, Go-Jek remains dominance,

both in on-demand delivery and food delivery.
Payment Method
Cash Credit card e-wallet

Although cashless
4% starts getting the
traction, cash in still
8% the king in Indonesia
for preferred
89%

payment method.
Why do you choose
those services?
Good Service, Easy
Good Payment, and
App Afforda
11% ble Affordable are top
23%
Good three reason for
service
Easy
39%
payme Indonesia to pick the
nt
27% online transportation
service
Why you DONT choose other
services?

Meanwhile pricing, Bad

App
bad service, and 12% Expensive
39%
trouble with payment
Bad
are top three reasons service
32% Trouble
for not switching to with
payment
the other services 18%
Smartphone Buying Decision
 Price is still the Major Factor for
Buying New Smartphone
87.5

70.0

52.5

35.0

17.5

0.0
4G support Battery Model/Design Price User Interface Other
Screen Size Preference
< 4.5 inch 5 inch 5.5 inch
6 inch > 6 inch

5 Inch to 5.5 Inch is

24%
the new standard
5%
4% for smartphone
50%
18% screen size
Impact of Local Brand Community
for Buying a Smartphone

Local brand
community
Yes
31% play a small
role on
No
affecting
69% buying decision
Public Figure
Endorsement Impact

Public figure Yes

endorsement 23%
dont really
play for this No
decision also 77%
Online Shopping Behavior
Spending (monthly) Behavior
for Shopping Online

Majority (84%) of
Rp. 1 - 2 million
Indonesians still 12%

spend less than 1 < Rp. 1 million Rp. 2 million <

84% 4%
million rupiah for
Online Shopping.
Intensity for Online Shopping
Rarely once a month 1-2x a month
2-5x a month More than 5x a month

Cant expect people to

22%
shopping online
regularly. 65% of
9%
Indonesia are shopping
5%
65%
less than once in a month
Popular Item for
Online Shoppers
Most of fashion item 75%

price are below 1

million rupiah. Thats 60%
60%
one of the reason why
45%
fashion item become 45%

popular for online 30%

shopper.
15% 21%
This is followed by
electronics in second
0%
place with 45% Fashion items Electronics Others
Popular E-commerce Platform

Bukalapak Tokopedia, Lazada

11%
Lazada Indonesia and
Indonesia
20% Bukalapak are the most
Tokopedia
23% popular platforms.
Others
13% While Instagram and
OLX Facebook Facebook still play
Indonesia 10%
9% significant part in
Instagram
14% online shopping
Impact of Advertising

Google Ads
Obviously
Instagram
15% Facebook Ads and
Ads
24% Twitter Ads Instagram Ads
1%
have major
impacts to drive
Outdoor
billboards

Indonesian people
11%
Others

to do online
Facebook 11%
Ads

shopping
38%
Pricing remains major factor

Majority still consider

the price before buying Merchant
Site
security
11%
something online. 32%
Others
Awareness for the Site brand 2%
13%
sites security start to
Price
rise too 42%
Campaign and Promotion
Discount and free
Free shipping are two
shipping
32%
Others
most popular
Cashbacks
7%
1% campaign and
promotion that
Buy 1 get 1
19% Discount consumers find
40%
attractive
E-Commerce Activities for
Mobile
0.7
Although activity on
65%
mobile is high, the 0.525
51%
conversion (until
paying) is the 0.35

opposite.
0.175 22%
19%
Most are just browse
and comparing prices 0
Just Comparing Order only Order and
browsing prices pay
Preferred Payment
Method to Shop Online
Indonesians, as always,
Others
1% prefers bank transfer for
Credit card
ATM
7% their primary payment
Transfer
Vouchers COD
19%
method, followed by COD
71%
e-wallets
2%
and credit card in the
distance.
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