Online Shopping

Behaviour

YouGov Insight Series

Indonesia Market

July 6, 2018
Introduction
The emerge of the internet and mobile devices has transformed the old shopping habits. People can purchase
anytime and anywhere nowadays. Products across the world can be purchased just at your fingertips.

The latest YouGov survey finds that 37% of people in APAC make an online purchase at least several times a
month. Over 93% of Indonesia respondents have purchased using a mobile app. What are the other online
shopping trends in Indonesia that industry practitioners should pay attention to?

YouGov, as the world’s leading data and analytics group, investigates the change of online shopping habits in APAC
including Indonesia, with an aim to help eCommerce and mCommerce industry folks to answer various business
questions.

Have a pleasure reading!

Edward Cessario Hutasoit

Business Development Director
2 Edward.Hutasoit@yougov.com
+62 813 1515 3624
Online Shopping
Behaviour

3
 Frequency of online shopping
Online purchase continue to grow. More than half of online-population purchase something online
at least once a month

Asia
Pacific
China Indonesia Malaysia Philippines Vietnam Thailand
N=9652 N=1,015 N=1,207 N=1,167 N=1,129 N=1,035 N=1,056

Monthly+
(at least once a 55% 87% 51% 46% 42% 62% 52%
month)

Weekly+
(at least once a 13% 34% 9% 7% 8% 16% 11%
week)

Never make
online purchase
in the past 12 6% 1% 6% 5% 11% 4% 8%
months

4 Q: In the past 12 months, how often did you make online purchases (both traditional online and mobile) on average per month?
Timing for online shopping
A significant number of respondents in Indonesia tend to purchase online during lunch
time break

61%
55%

Indonesia APAC
37% 37%
31%
24%
18% 18%
14%
12% 11%
9% Base :
Indonesia N=1,127
APAC=9,098

At home, during During my commute During work hours During lunch time At home, in the At weekends
breakfast to and from break evenings after dinner
work/school

5 Q: What time of the day are you most likely to shop online?
Top 5
products
purchased 61% 38% 35%
online APAC 60% APAC 40% APAC 38%

The top 5 product Clothing/ Computer, Travel

type purchased online Apparels digital products
were similar across products
APAC, but And games
clothing/apparels + + +
consistently ranked
No. 1 including in
Indonesia 34% 27%
APAC 33% APAC 33%

Cosmetics Personal
and skin care Base :
care products Indonesia N=1,127
products APAC=9,098

+ +
6
Q: Which of the following products did you purchase online (ie via the internet) in the past 12 months?
Top 5
products Asia
Pacific

purchased Base 9098

China
1006
Indonesia
1127
Malaysia
1117
Philippines
1099
Thailand
971
Vietnam
998

online
Clothing/Apparels, accessories, shoes and bags 60% 69% 61% 59% 56% 50% 64%
Computer, digital products and games (e.g.. Laptop,
40% 47% 38% 38% 51% 36% 38%
tablet, cellphone, digital camera, digital accessory etc.)
Travel products (e.g.. Flight tickets, hotel etc.) 38% 33% 35% 52% 28% 27% 25%
Cosmetics and skin care (e.g.. lipstick, eyeliner, mask,
The top 5 product mascara, lotion etc..)
33% 43% 34% 30% 33% 38% 37%
Personal care (e.g.. Hair care, oral care, health care,
type purchased online medicine etc..)
33% 47% 27% 32% 32% 29% 35%

were similar across Books & Music and video 25% 37% 21% 18% 16% 19% 33%
Household appliances and furniture (e.g.. refrigerator,
APAC, but bed, table, chair, pots, oven, coffee machine)
24% 36% 16% 21% 23% 25% 30%

clothing/apparels Household care (fabric wash, dish cleaner, kitchen

22% 48% 13% 17% 16% 18% 25%
supplies)
consistently ranked Snacks, bakery product and confectionary (e.g..
22% 58% 14% 13% 12% 13% 25%
No. 1 including in chocolates, biscuits, Chips, bread and nuts etc..)
Watches, jewelry and luxury products 19% 12% 14% 20% 27% 31% 26%
Indonesia Outdoor and sports (e.g.. tent, sportswear, bicycles,
18% 26% 15% 21% 18% 17% 16%
bbq set..etc....)
Beverages (e.g.. Soft drink, functional drink, juice, RTD
15% 34% 9% 8% 8% 10% 18%
tea/coffee)
Baby and mother products (eg.diapers, formula, toys,
15% 20% 12% 14% 17% 13% 22%
clothes, accessories, body care)
Automotive and related products (e.g.. Cars,
13% 17% 12% 14% 10% 16% 17%
motorcycles, spareparts, accessories)
Dairy product (e.g.. Milk, yogurt, soy bean, ice
12% 30% 8% 6% 7% 9% 16%
cream..etc.....)
Fresh foods (e.g.. Vegetables, fruits, meat, seafood) 12% 30% 7% 6% 6% 6% 11%

Pet products (e.g.. Food for pets, toys for pets etc.) 10% 12% 6% 7% 8% 11% 10%
Alcohol beverages (e.g.. wine, sparkling wine, beer,
9% 19% 3% 3% 4% 6% 10%
liquor, baijiu)

7
Q: Which of the following products did you purchase online (ie via the internet) in the past 12 months?
Device used
for online shopping

77%
Smartphone
64%

Laptop
32% Indonesia clearly
36% Smartphone market,
most purchase made
through this device.
18%
Desktop
27%
In other APAC such HK
many purchase made
Tablet
11% through Desktop,
18% while in Australia high
incidence remain
9%
through Laptop.
Other Internet of things (IoT) Base :
device 10% Indonesia N=1,127
APAC=9,098

Indonesia APAC

8 Q: Which was the primary device that you made online purchases on in the past 12 months?
Preferred payment
method for online Indonesia APAC
purchases
Cash on Cash on
17% 24%
delivery delivery

Credit Card 11% Credit Card 23%

Bank Bank
51% 16%
Transfer Transfer

PayPal 6% PayPal 15%

Debit card 8% Debit card 12%

Mobile / E- Mobile / E-
3% 6%
Wallets Wallets

9 Q :What is your preferred method of payment for online purchases?

 Reason
for online shopping

Better price online 35%

38%
Top 33%
3 Purchases can be delivered to home 35%

No limitation on shopping time 30% While better price

35%
and convenient are
Can compare prices between online retailers 28%
31% key drivers, greater
product range and
18%
Can avoid the crowds whilst shopping 21% ease to compare the
product and price are
Greater product range available 23%
20% also encourage
18%
consumers to buy
User reviews readily available 18% online
Can buy overseas brands that are not available 14%
18%

Easier to view the products online 24%

15%
Base :
10% Indonesia N=1,127
Can shop for multiple different items in one store 14% APAC=9,098

Indonesia APAC

10 Q: What are the key reasons for you to purchase products online instead of in a physical store? Please select the top 3 reasons
Promotion that stimulate
online purchase
Indonesia APAC
68% 67%
61%
54% Base :
Indonesia N=1,207
APAC=9,652
33% 33%
25%
17% 20% 19%

Discount on offer Free shipping promotion Special edition/exclusive Credit card promotion When 'New Arrivals' are
offer available

Q : Which of the following promotions would encourage you to make an purchase online straight away?

BUY NOW New Idea

PAY LATER 70% of respondents are more likely to purchase expensive items online if an online retailer offers a
“Buy-now-pay-later” option with a reasonable interest rate

11
Shopping through
Mobile Apps

12
Use of mobile app for shopping

13 Q : Have you ever purchase online using a mobile app?

Most important features of an
online shopping mobile app
54%
48%

47%
46%

38%
39%

38%
36%

32%
32%

36%
27%

29%
27%
Base :
28% Indonesia N=1,042
27% APAC=7,613

Indonesia APAC
14 Q : When it comes to buying online using a mobile app, which of the following is most important to you?
Concern to
Shop Online

15
 Concern
around shopping online
The product turns out to be fake or of poor quality 39%
39%
Top 36%
Cannot see, touch or try on products before buying 37%
3
High shipping/delivery cost 33%
30%
While better price
23%
Online security (ie credit card/payment fraud) 23% and convenient are
Long delivery time 22% key drivers, greater
21%
product range and
The product is damaged during delivery 24%
21% ease to compare the
No or troublesome exchange/refund policy 16% product and price are
16%
also encourage
More expensive than purchasing offline / in-store 12%
14% consumers to buy
Need to pay for delivery when exchange/refund 16%
14%
online
Do not trust online retailers 9%
14%

Poor customer service 14%

14%

Coverage for delivery is limited - it doesn’t cover my area 7% Base :

9%
Indonesia N=1,207
Lack of payment options 9% APAC=9,652
9%
Indonesia APAC
16 Q :What are your key concerns that might lead you to decide not to purchase from an online retailer? Please choose the top 3 reasons
Brand
Performance

17
APAC Best Perceived e-Commerce Site by Country

CHINA Index Score

37%

Index Score
75%
THAILAND Index Score PHILIPPINES Index Score
45% 31%
MALAYSIA Index Score
SINGAPORE Index Score
27% 47%
INDONESIA Index Score
38% AUSTRALIA Index Score
34%

18
Based on Brand Index Score Period January – June 2018
Indonesia Best Perceived e-Commerce Site
Brand Index
Brand
Score
Tokopedia 38
Shopee 32

38% 32% 32%

Traveloka 32
Bukalapak 25
Lazada 25
Blibli 12
jd.id 11
Zalora 10
MatahariMall.com 5
Sale Stock 4

25% 11%
Elevenia 4
25% 12% Berrybenka 3
Bhinneka 3
Sephora 2
BLANJA.com 2
Olx 2
Sociolla 2

19
Based on Brand Index Score Period January – June 2018
 15
25
35
40
50

10
45

0
5
2018-04-15

20 23
30 28
2018-04-16
2018-04-17
2018-04-18

25
2018-04-19
2018-04-20
2018-04-21
2018-04-22

20
2018-04-23
2018-04-24
2018-04-25
2018-04-26
2018-04-27
2018-04-28
2018-04-29
2018-04-30
2018-05-01
2018-05-02
2018-05-03
2018-05-04
2018-05-05
2018-05-06
2018-05-07
2018-05-08
2018-05-09
2018-05-10
2018-05-11
2018-05-12
2018-05-13

Total
2018-05-14
2018-05-15
2018-05-16
2018-05-17
2018-05-18
2018-05-19
2018-05-20
2018-05-21
2018-05-22
2018-05-23
2018-05-24

Male
2018-05-25
2018-05-26
2018-05-27
2018-05-28
2018-05-29
% Awareness

2018-05-30

4we end 30June18 (n=1400)

2018-05-31
Food for thought

2018-06-01
2018-06-02
2018-06-03
2018-06-04
2018-06-05
2018-06-06

Female
2018-06-07
2018-06-08
2018-06-09
2018-06-10
2018-06-11
2018-06-12
2018-06-13
2018-06-14
2018-06-15
2018-06-16
2018-06-17
2018-06-18
2018-06-19
2018-06-20
2018-06-21
2018-06-22
2018-06-23
2018-06-24
2018-06-25
2018-06-26
2018-06-27
2018-06-28
2018-06-29
2018-06-30
32
38
45
movement. But what about Purchase Consideration?

What could be the barrier for people to consider the brand?

6%
10%
12%
18%
Strong and aggressive marketing campaign seems to successfully support this

brand. 18% of them consider Zalora, while SaleStock is the closest competitor
Among those aware of Zilingo, only 10% considering making purchase from the
In less than 3 months, Zilingo manage to increase its Brand Awareness by 13 pt

4we end 30June18 (n=540)

% Consideration among those aware of Zilingo
Food for thought
In the last 2 quarters, Sale Stock consistently has higher Ad Awareness
compared to Zalora and Berrybenka. Interesting to see that those exposed to
Sale Stock ad in Q2’18 had stronger Quality perception and higher
Consideration. It might be supported by more positive Buzz the ad created.
But recently, Zilingo aggressive marketing push get them to have similar level
of Ad Awareness with Sale Stock. Does it have any impact to SaleStock?

% Ad Awarenesss Comparing Ad impact amongst those aware of the ad

Q1'18 Q2'18 +/-
Q1'18 Q2'18
Buzz 49.0 53.0 4.1
21.9 22.4
23.0
Impression 40.3 41.9 1.6
19.8
18.5
Quality 35.1 37.6 2.5
Value 30.3 31.3 1.0
7.9
6.2 Recommendation 31.0 32.7 1.7
0.0 Consideration 33.4 35.8 2.4
(n=524) (n=509)
Sale Stock Zalora Berrybenka Zilingo
Q2’18 (n=2270)

21
Food for thought
Sale Stock ad in May seems very impactful to the brand’s Purchase
Consideration. It went back to a normal level in June before went up in the
latter stages of the month. This highlights the ever importance of campaign
reach since those who are not aware of the ad has significantly lower
Consideration for Sale Stock
% Consideration

FEMALE AD
AWARE

FEMALE

FEMALE AD NOT
AWARE

4 weeks moving average

22
 10
20
30
50
60

40

0
2018-01-01
2018-01-03
2018-01-05
2018-01-07
2018-01-09
2018-01-11
2018-01-13
2018-01-15
2018-01-17

23
2018-01-19
2018-01-21
2018-01-23
2018-01-25
2018-01-27

vs
2018-01-29
2018-01-31
2018-02-02
2018-02-04
2018-02-06
2018-02-08
2018-02-10
2018-02-12
2018-02-14
2018-02-16
2018-02-18
2018-02-20
2018-02-22
2018-02-24
2018-02-26
2018-02-28
2018-03-02
2018-03-04
2018-03-06
2018-03-08
2018-03-10
2018-03-12
2018-03-14
2018-03-16
2018-03-18
2018-03-20
2018-03-22
2018-03-24

Traveloka
2018-03-26
2018-03-28
2018-03-30
2018-04-01
2018-04-03
2018-04-05
2018-04-07
2018-04-09
2018-04-11
2018-04-13
2018-04-15
2018-04-17

4we end 30June18 (n=1400)

2018-04-19
2018-04-21
Food for thought

2018-04-23
2018-04-25
2018-04-27
2018-04-29
2018-05-01

Tiket.com
2018-05-03
% Advertising Awareness

2018-05-05
2018-05-07
2018-05-09
2018-05-11
2018-05-13
2018-05-15
2018-05-17
2018-05-19
2018-05-21
2018-05-23
2018-05-25
2018-05-27
2018-05-29
2018-05-31
2018-06-02
2018-06-04
2018-06-06
2018-06-08
2018-06-10
2018-06-12
2018-06-14
2018-06-16
2018-06-18
2018-06-20
2018-06-22
2018-06-24
2018-06-26
2018-06-28
2018-06-30
25
47
What could be the reason behind this?

52

Traveloka
34

Tiket.com
With now more people exposed to both brands’ advertisement, impact to
Consideration become crucial to be measured. The first semester of 2018
In the first half of 2018, Tiket.com is having aggressive push to the market.
While the main established player, Traveloka maintains its marketing reach.

shows that among those aware of both ads, only 34% will consider Tiket.com

2018 1st Half (n=1535)

% Consideration among those aware of both ads
 Quarterly Brand Perception
Among those aware of the brand, Tiket.com experience a significant increase in overall brand
perception (Index) in Q2’18. It was driven by all Index components from Impression to Satisfaction

Index (Overall Perception) Score among Aware

Q1'18 Q2'18 +/-
21.4 n = 2817
Tiket.com
25.5 Impression 21.1 25.8 4.7

46.9 Quality 18.4 22.4 3.9

Traveloka
47.9
Value 14.2 17.9 3.7

14.8 Reputation 14.5 19.4 4.9

Pegipegi
15.8
Recommendation 17.0 21.5 4.5
14.3
Nusatrip Satisfaction 43.2 46.3 3.1
15.0

Q1'18 Q2'18

24 significant difference: current vs. previous period @ 90% confidence level

Media Performance
Tiket.com ad seems to help how people perceive the brand and ultimately more of them will consider
making purchase. Movement is visible mainly in the early weeks of Q2 and maintaining ever since

25 4 weeks moving average, Tiket.com aware

 10
20
30
40
50
60
70

0
2017-10-01
2017-10-04
2017-10-07

8
2017-10-10

41
2017-10-13
2017-10-16
2017-10-19
2017-10-22
2017-10-25
2017-10-28

26
2017-10-31
2017-11-03
2017-11-06
2017-11-09
2017-11-12
2017-11-15
2017-11-18
2017-11-21
2017-11-24
2017-11-27
2017-11-30
2017-12-03
2017-12-06
2017-12-09
2017-12-12
2017-12-15
2017-12-18
2017-12-21
2017-12-24
2017-12-27
2017-12-30
2018-01-02
2018-01-05
2018-01-08
2018-01-11
2018-01-14
2018-01-17
2018-01-20
2018-01-23

Awareness
2018-01-26
2018-01-29
2018-02-01
2018-02-04
2018-02-07
2018-02-10
2018-02-13
2018-02-16
JD.id

2018-02-19
2018-02-22
2018-02-25
2018-02-28
2018-03-03
2018-03-06
2018-03-09
2018-03-12

4we end 30June18 (n=1400)

2018-03-15
Food for thought

2018-03-18
2018-03-21
2018-03-24
2018-03-27
2018-03-30
2018-04-02
2018-04-05
2018-04-08
2018-04-11

Ever Customers
2018-04-14
2018-04-17
2018-04-20
2018-04-23
2018-04-26
2018-04-29
2018-05-02
2018-05-05
2018-05-08
2018-05-11
2018-05-14
2018-05-17
2018-05-20
2018-05-23
2018-05-26
2018-05-29
2018-06-01
2018-06-04
2018-06-07
2018-06-10
2018-06-13
2018-06-16
2018-06-19
2018-06-22
2018-06-25
2018-06-28
12
57
What metrics separate JD.ID to other players?

Awareness

Consideration

Purchase Intent
Compared to early Q3’17, JD.ID Brand Awareness improved by + 20%

2.9
55.2

13.4
brand is now a goal for the brand. As things stand, less than a quarter of
Those tried the brand also improved by + 4%. Turn those aware to try the
Since Q3’17, JD.ID aggressive marketing strategies support its Awareness.

Purchase Funnel
those aware, consider the brand. Most of them will still prefer other brands.

2018 1st Half (n=9781)

21%
24%
 10
15
20
25
35
40

30

0
5
2018-01-01
2018-01-03
2018-01-05
2018-01-07
2018-01-09
2018-01-11
2018-01-13
2018-01-15
2018-01-17

27
2018-01-19
2018-01-21
2018-01-23
2018-01-25
2018-01-27
2018-01-29
2018-01-31
2018-02-02
2018-02-04
2018-02-06
2018-02-08
2018-02-10
2018-02-12
2018-02-14
2018-02-16
2018-02-18
2018-02-20
2018-02-22
2018-02-24
2018-02-26
2018-02-28
2018-03-02
2018-03-04
2018-03-06
2018-03-08
2018-03-10
2018-03-12
2018-03-14
2018-03-16
2018-03-18
2018-03-20
2018-03-22
2018-03-24
2018-03-26
2018-03-28

Tokopedia
2018-03-30
2018-04-01
2018-04-03
2018-04-05
2018-04-07
2018-04-09
2018-04-11
2018-04-13
2018-04-15
2018-04-17

4we end 30June18 (n=1400)

2018-04-19
2018-04-21
Food for thought

2018-04-23
2018-04-25
2018-04-27

Shopee
2018-04-29
2018-05-01
2018-05-03
2018-05-05
2018-05-07
2018-05-09
2018-05-11
% Current Customers (P30D)

2018-05-13
2018-05-15
2018-05-17
2018-05-19
2018-05-21
both brands similarly.

2018-05-23
2018-05-25
2018-05-27
2018-05-29
2018-05-31
2018-06-02
2018-06-04
2018-06-06
2018-06-08
2018-06-10
2018-06-12
2018-06-14
2018-06-16
2018-06-18
2018-06-20
2018-06-22
2018-06-24
2018-06-26
2018-06-28
2018-06-30
Value
Quality
Impression

Satisfaction
Recommendation
75
79
77
83
74
With Current Customers is on similar level, it is expected to have
Since the start of 2018, Shopee is competing closely with Tokopedia.

Is there are any products that they still prefer buying from Tokopedia?
duplication between brands. Looking at these dualists, they seem to rate

If Shopee perceived similarly to Tokopedia, why do people still buy there?

75
79
79
81
72

2018 1st Half (n=903)

Key Scores among Dualists (Current
Customers of both Tokopedia & Shopee)
Food for thought
Bukalapak is the only top brand perceived significantly better among Male.
This lead to the brand overall penetration, which seems to be limited due to
weaker perception amongst Female.

Why would Male perceive Bukalapak much better than Female?

How to improve preference amongst Female to induce more Customers?

Index (Overall Perception) Score % Current Customers

31.6

25.2 25.5
20.4
18.0
14.8

Total Male Female Total Male Female

2018 1st Half (n=9821) 2018 1st Half (n=9821)

28
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29
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Thank You
So how can we help?

Edward Cessario Hutasoit

Business Development Director
Edward.Hutasoit@yougov.com
+62 813 1515 3624