Customer Behaviour Research

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Roma Muhammad
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 Our Agenda

Indonesia Digital Landscape

E-Commerce Overview
Customer Behaviour
Local Business Analysis
Indonesia Digital Landscape
JAN INDONESIA
2017 A SNAPSHOT O F THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

PO PULATION USERS MEDIA USERS S UBS C RIPTIONS SOCIAL USERS

262.0 132.7 106.0 371.4 92.0

MILLION MILLION MILLION MILLION MILLION
URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION:

55% 51% 40% 142% 35%

S O U RCES : POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
JAN ANNUAL DIGITAL G R O W T H
2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016)

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

USERS MEDIA USERS S UBS C RIPTIONS SOCIAL USERS

+51% +34% +14% +39%

SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016

+45 MILLION +27 MILLION +45 MILLION +26 MILLION

S O U RCES : POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
JAN DEVICE USAGE
2017 PERCENTAGE O F THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND O F DEVICE

MOBILE PHONE SMART LAPTOP OR TABLET

(ANY TYPE) PHONE DESKTOP COMPUTER C O MPUTER

91% 47% 21% 5%

TELEVISION DEVICE FOR STREAMING E-READER WEARABLE
(ANY KIND) INTERNET CONTENT TO TV DEVICE TECH DEVICE

92% 2% 1% 2%
S O U RCES : G O O G L E CONSUMER BAROMETER, JANUARY 2017. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON G OOG LE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
JAN WEEKLY ONLINE ACTIVITIES BY DEVICE
2017 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

C H EC K VISIT A SOCIAL USE A SEARCH LOOK FOR PRODUCT LISTEN

EMAIL NETWORK ENGINE INFORMATION TO MUSIC

SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE:

14% 62% 32% 9% 6%

COMPUTER: COMPUTER: COMPUTER: COMPUTER: COMPUTER:

7% 16% 12% 3% 2%
TABLET: TABLET: TABLET: TABLET: TABLET:

1% 6% 2% 1% 0%
S O U RCES : G O O G L E CONSUMER BAROMETER, JANUARY 2017. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON G OOG LE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
JAN S O C I A L MEDIA USE
2017 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

TOTAL NUMBER ACTIVE SOCIAL USERS TOTAL NUMBER ACTIVE MOBILE SOCIAL
O F ACTIVE SOCIAL AS A PERCENTAGE O F O F SOCIAL USERS USERS AS A PERCENTAGE
MEDIA USERS THE TOTAL POPULATION ACCESSING VIA MOBILE O F THE TOTALPOPULATION

106.0 40% 92.0 35%

MILLION MILLION

S O U RCES : POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
JAN F A C E B O O K USAGE ANALYSIS
2017 A BREAKDOWN O F FACEBOOK USERS BY DEVICE, FREQUENCY O F USE, AND GENDER O F USER

TOTAL NUMBER O F PERCENTAGE O F PERCENTAGE O F PERCENTAGE O F PERCENTAGE O F

MONTHLY ACTIVE FACEBOOK USERS FACEBOOK USERS USING FACEBOOK PROFILES FACEBOOK PROFILES
FACEBOOK USERS ACCESSING VIA MOBILE FACEBOOK EACH DAY DECLARED AS FEMALE DECLARED AS MALE

106.0 87% 41% 42% 58%

MILLION

S O U RCES : EXTRAPOLATION OF FAC EBOOK DATA, JANUARY 2017.

JAN MOST ACTIVE S O C I A L MEDIA PLATFORMS
2017 SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY

YOUTUBE 49
FAC E BO O K 48

INS TAG RAM 39

TWITTER 38
WHATSAPP 38

G O O G LE+ 36

FB MESSENGER 31

LINE 30

LINKEDIN 28
SOCIAL NETWORK
BBM* 26
MESSENGER / CHAT APP / VOIP
PINTERES T 22

WECHAT 21

S O U RCES : POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
JAN PROFILE O F F A C E B O O K USERS
2017 BREAKDOWN O F THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS

AGE TOTAL FEMALE MALE

22.3 TOTAL 106,000,000 42% 58%

13 – 17 18,000,000 8% 9%
FEMALE
18 – 24 40,010,000 17% 21%

MALE 18.7 25 – 34 30,600,000 11% 18%

17.7 35 – 44 11,080,000 4% 6%
45 – 54 3,520,000 1% 2%
55 – 64 840,000 0% 0%
65+ 1,920,000 0% 1%

11.9

8.9 9.1
6.8
4.3

1.4 2.1 1.6

0.3 0.5 0.4
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

S O U RCES : POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
JAN MOBILE USERS vs. MOBILE C O N N E C T I O N S
2017 COMPARING THE NUMBER O F UNIQUE MOBILE USERS TO THE NUMBER O F MOBILE CONNECTIONS / SUBSCRIPTIONS

NUMBER O F UNIQUE MOBILE PENETRATION NUMBER O F MOBILE MOBILE CONNECTIONS AVERAGE NUMBER O F
MOBILE USERS (ANY (UNIQUE USERS vs. CONNECTIONS AS A PERCENTAGE O F CONNECTIONS PER
TYPE O F HANDSET) TOTAL POPULATION) (SUBSCRIPTIONS) TOTAL POPULATION UNIQUE MOBILE USER

173.6 66% 371.4 142% 2.14

MILLION MILLION

S O U RCES : UNIQUE MOBILE USERS: EXTRAPOLATION OF DATA FROM GSMA INTELLIGENCE, EMARKETER, AND ERICSSON; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q 4 2016.
JAN MOBILE C O N N E C T I O N S BY TYPE
2017 BASED ON THE NUMBER O F CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE O F PERCENTAGE O F PERCENTAGE O F MOBILE

O F MOBILE AS A PERCENTAGE O F MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
C O NNEC TIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3 G &4 G )

371.4 142% 98% 2% 46%

S O U RCES : GSMA INTELLIGENCE, Q 4 2016.

JAN GSMA MOBILE CONNECTIVITY INDEX
2017 GSMA INTELLIGENCE’S ASSESSMENT O F THE COUNTRY’S KEY ENABLERS AND DRIVERS O F MOBILE CONNECTIVITY

OVERALL COUNTRY MOBILE NETWORK AFFORDABILITY O F C O NS UMER AVAILABILITY O F RELEVANT

INDEX S C O R E INFRASTRUCTURE DEVICES & SERVICES READINESS CONTENT &SERVICES

53.85 40.41 68.55 68.96 44.02

OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM
POSSIBLE S C O R E OF 100 POSSIBLE S C O R E OF 100 POSSIBLE S C O R E OF 100 POSSIBLE S C O R E OF 100 POSSIBLE S C O R E OF 100

S O U RCES : GSMA INTELLIGENCE, Q 4 2016. TO A C C E S S THE COMPLETE MOBILE CONNECTIVITY/

JAN MOBILE ACTIVITIES
2017 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

PERCENTAGE O F THE PERCENTAGE O F THE PERCENTAGE O F THE PERCENTAGE PERCENTAGE O F THE

POPULATION USING POPULATION WATCHING POPULATION PLAYING O F THE POPULATION POPULATION USING
MOBILE MESSENGERS VIDEOS ON MOBILE GAMES ON MOBILE USING MOBILE BANKING MOBILE MAP SERVICES

44% 50% 42% 33% 39%

S O U RCES : GLOBALWEBINDEX, Q 3 & Q 4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO S HOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
E-Commerce Overview
JAN E-COMMERCE ACTIVITIES IN PAST 30 DAYS
2017 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

SEARCHED ONLINE VISITED PURCHASED A MADE AN ONLINE MADE AN ONLINE

FOR A PRODUCT AN ONLINE PRODUCT OR PURCHASE VIA A LAPTOP PURCHASE VIA A
OR SERVICE TO BUY RETAIL STORE SERVICE ONLINE OR DESKTOP COMPUTER MOBILE DEVICE

48% 46% 41% 34% 33%

S O U RCES : GLOBALWEBINDEX, Q 3 & Q 4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO S HOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
JAN E-COMMERCE REVENUES
2017 TOTAL VALUE O F THE CONSUMER (B2C) E-COMMERCE MARKET, AND AVERAGE E-COMMERCE REVENUE PER USER

NUMBER O F PEOPLE E-COMMERCE PENETRATION TOTAL VALUE O F AVERAGE ANNUAL

PURCHASING VIA (NUMBER O F PURCHASERS NATIONAL E-COMMERCE E-COMMERCE REVENUE
E-COMMERCE vs. TOTAL POPULATION) MARKET IN 2016 (IN US$) PER USER IN 2016 (IN US$)

24.74 9% $5.6 $228

MILLION BILLION

S O U RCES : STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, JANUARY 2017. NOTE: NUMBERS HAVE BEEN REBASED TO S HOW PENETRATION AGAINST TOTAL POPULATION.
Customer Behaviour
First hear about the product First learn about the product

Source of information
Research about the product

First touch by advertising

Purchase Motivation
Brand to consider Online Research
Use of the Internet Purchase process

Device to be used
Device combination Smartphone function
People purchase on Receive the product

After purchase
Encounter issues on purchase What people do
Local Business/Information Analysis
Search on Local Information Search on Local Business
 Local Business to consider

Urgency to get Local Information

The distance
Type of Local information
Online Sources to find Local information
Device Combination to search Deciding Factors to choose Local business
Local Information
Lets Discuss