laptop market in indonesia
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INDONESIA LAPTOP MARKET CONSUMER REPORTBY DI-MARKETING (www.di-onlinesurvey.com)
Jan, 2017
2
SCOPE OF WORK
This survey was conducted to study about laptop market in Indonesia
Methodology: Online survey
Fieldwork time: 5 days (05/12/2016 to 09/12/2016)
Sample size: N = 500
Geography: Nationwide
3
KEY FINDINGS
• Samsung, Acer and Asus take lead in laptop brand awareness
• Besides traditional electronic stores, Facebook and online ads are the 2 most effective channels to
build brand awareness
• Top 3 brand shares: Acer, Asus and Dell. Samsung, despite of top awareness, is out of top 5 brands
• Traditional sale channels prevails with 90% market shares while Ecommerce accounts for 7%
• 13-14inch are the most popular size, followed by 15-16 and Under 13inch
• Usage purpose: the young prioritizes entertainment and study, while the old mainly for work
• Quality, pricing and trusted brands are the top brand choice rationales
• Top 3 brands: Acer and Asus are strong in quality and pricing, while Dell is well known for it’s
trusted brand
• Top 4-6 brands: Toshiba is very strong for its branding and quality, Lenovo for its affordable price,
while HP is balanced among 3 criteria.
• Customer satisfaction: Dell top-ranks the customer satisfaction assessment
• Top 3 dissatisfaction causes: Battery life, Device heat and RAM capacity
4
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Dell, Asus, Acer Samsung, Acer and Asus
Market leaders Dell (23%), Asus (17%), Acer (12%)
Acer (27%), Asus (25%) and Dell (11%)
Key sources of brand awareness
Traditional electronic stores (78%) and TV ads (63%)
Traditional electronic stores (65%), Facebook (63%) and Online ads (59%)
Key purchase channel Traditional channel (93%), Ecommerce and Others (7%)
Traditional channels (90%), Ecommerce (7%), Others 3%
Top brand choice criteria
Quality, trusted brands and pricing Quality, pricing and trusted brands
Top dissatisfaction point
Device heat, Battery life and Low speed
Battery life, Device heat and RAM capacity
Largest expenditure group
59% spend $400-Under $700 35% spend $300 ~ $400
VIETNAM VS. INDONESIA
5
N = 500
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
Over 35
31-35
26-30
18-25
Under 18
9%
11%
26%
41%
13%
Male
Female
42%
58%
Others
Medan
Surabaya
Bandung
Bodetabek
Jakarta
31%
5%
12%
12%
18%
21%
Others
Job seeker/Retired
Factory Worker
Engineer/Doctor/Teacher
Self-employed
Housewife
Officer
Student
1%
4%
6%
7%
17%
17%
22%
25%
6
SAMSUNG, ACER AND ASUS TAKE LEAD IN LAPTOP BRAND AWARENESS
Which brands below are you aware of? (By age)
N = 500
Others
Macbook
Sony VAIO
Dell
HP
Toshiba
Lenovo
Asus
Acer
Samsung
2%
44%
48%
57%
63%
71%
74%
76%
76%
78%
Total
0%
28%
17%
16%
22%
28%
34%
30%
33%
36%
Under 18
3%
51%
52%
60%
70%
79%
79%
85%
83%
84%
18-25
2%
42%
53%
68%
71%
81%
80%
85%
85%
86%
26-30
2%
41%
57%
66%
68%
71%
80%
75%
82%
79%
31-35
2%
43%
43%
55%
61%
64%
77%
77%
70%
84%
Over 35
N = 64 N = 204 N = 132 N = 56 N = 44
7
BESIDES TRADITIONAL ELECTRONIC STORES, FACEBOOK AND ONLINE ADS ARE THE 2 MOST EFFECTIVE CHANNELS TO BUILD BRAND AWARENESS
How do you know these brands? (By age)
Other
Sales person introduce the brand to me
Newspaper/Magazine ad
Friends/relatives recommend the brand
See others use that brand
TV ads
Online ads (web, forums, excluduing Facebook ad)
Facebook ad
See the brand at electronics store
1%
21%
33%
42%
53%
57%
59%
63%
65%
Total
0%
13%
17%
31%
28%
20%
28%
36%
38%
Under 18
1%
23%
36%
46%
63%
59%
62%
67%
69%
18-25
1%
24%
33%
43%
55%
67%
69%
72%
62%
26-30
2%
20%
39%
41%
46%
66%
66%
68%
79%
31-35
0%
14%
34%
41%
48%
64%
48%
55%
80%
Over 35
N = 500 N = 64 N = 204 N = 132 N = 56 N = 44
8
TOP 3 BRAND SHARES: ACER, ASUS AND DELL. SAMSUNG, DESPITE OF TOP AWARENESS, IS OUT OF TOP 5 BRANDS
What is your laptop brand? (By age)
Others
Sony VAIO
Macbook
Samsung
HP
Lenovo
Toshiba
Dell
Asus
Acer
3%
2%
3%
3%
9%
9%
9%
11%
25%
27%
Total
2%
0%
3%
3%
8%
8%
3%
38%
16%
20%
Under 18
2%
1%
3%
4%
6%
8%
9%
9%
27%
29%
18-25
1%
3%
3%
2%
9%
8%
13%
5%
28%
27%
26-30
0%
4%
2%
4%
14%
7%
13%
4%
29%
25%
31-35
16%
0%
0%
2%
11%
14%
5%
5%
20%
27%
Over 35
N = 500 N = 64 N = 204 N = 132 N = 56 N = 44
9
TRADITIONAL CHANNELS STILL PREVAILS WITH 90% SHARES, ECOMMERCE ACCOUNTS FOR 7%
Where did you buy your laptop? (By age)
Ecommerce tends to appeal to the younger groups more than the older
Total Under 18 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3% 2% 2%7% 7%
7%
19%
6% 5%4% 5%
19%
23%
17% 22%21%
7%
35%
28%
36% 31%
38%
50%
36%27%
38% 41%
30% 32% Laptop Store in the shop center (ITC,..)
Electronics Center (Electronic Solution, Electronic City,..)
Official Laptop Store
E-commerce (Lazada, Bhineka,..)
Others
N = 500 N = 64 N = 204 N = 132 N = 56 N = 44
90%
10
MATRIX CHART OF BRAND USAGE AND BRAND AWARENESS
Which brands below are you aware of? What is your laptop brand?
Samsung
Asus
Acer
LenovoToshibaHP
Dell
AwarenessHighLow
N = 500Usage
High
Low
11
QUALITY, PRICING AND TRUSTED BRANDS ARE TOP BRAND CHOICE RATIONALES
Why did you choose that brand? (By brand)
Other
Have functions that other brands don't have
Good after sell service
Good customer service
Fashionable
Laptop is not hot after long time used
High value brand
Variety of model for choosing
Long life battery
Small & lightweight suit for job
Many people use that brand
Popular brand
Strong technical inside (RAM, Processor)
Trusted brand
Affordable price
Good quality
1%
14%
15%
16%
18%
22%
23%
24%
25%
27%
28%
33%
38%
43%
48%
53%
Total
N = 500
12
ACER AND ASUS ARE STRONG IN QUALITY AND PRICING, WHILE DELL IS WELL KNOWN FOR IT’S TRUSTED BRAND
Why did you choose that brand? (By brand)
Other
Have functions that other brands don't have
Good after sell service
Good customer service
Fashionable
Laptop is not hot after long time used
High value brand
Variety of model for choosing
Long life battery
Small & lightweight suit for job
Many people use that brand
Popular brand
Strong technical inside (RAM, Processor)
Trusted brand
Affordable price
Good quality
1%
14%
15%
16%
18%
22%
23%
24%
25%
27%
28%
33%
38%
43%
48%
53%
Total
1%
9%
11%
13%
19%
16%
16%
21%
21%
29%
28%
37%
35%
41%
50%
50%
Acer
2%
14%
22%
17%
20%
18%
27%
26%
27%
28%
33%
31%
46%
43%
47%
59%
Asus
0%
15%
11%
9%
9%
13%
13%
17%
19%
13%
9%
19%
24%
33%
24%
33%
Dell
N = 500 N = 135 N = 127 N = 54
13
TOSHIBA IS VERY STRONG FOR ITS BRANDING AND QUALITY, LENOVO FOR ITS AFFORDABLE PRICE, WHILE HP IS BALANCED AMONG 3 CRITERIA.
Why did you choose that brand? (By brand)
2%
17%
9%
15%
11%
23%
40%
28%
28%
21%
36%
55%
36%
70%
40%
62%
Toshiba
0%
9%
14%
19%
12%
33%
16%
28%
21%
26%
21%
21%
30%
47%
63%
60%
HP
0%
19%
16%
23%
23%
28%
16%
23%
30%
35%
42%
21%
40%
30%
77%
58%
Lenovo
Other
Have functions that other brands don't have
Good after sell service
Good customer service
Fashionable
Laptop is not hot after long time used
High value brand
Variety of model for choosing
Long life battery
Small & lightweight suit for job
Many people use that brand
Popular brand
Strong technical inside (RAM, Processor)
Trusted brand
Affordable price
Good quality
1%
14%
15%
16%
18%
22%
23%
24%
25%
27%
28%
33%
38%
43%
48%
53%
Total
N = 500 N = 47 N = 43 N = 43
14
Total Dell HP Lenovo Asus Acer Toshiba0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2% 4% 2% 2%5%
19% 13%
33%19% 18%
19%23%
54%
19%
30% 53% 60%61%
72%
24%
65%
37%
26%20%
15%
4%
1%
Totally satisfied
Satisfied
Neutral
Unsatisfied
Totally unsatis-fied
DELL TOP-RANKS THE CUSTOMER SATISFACTION ASSESSMENT
Overall, how do you feel about your laptop? (By brand)
N = 500 N = 54 N = 43 N = 43 N = 127 N = 135 N = 47
WeightedAverageScore
4.44 4.05 4.02 3.99 3.84 3.81
15
BATTERY LIFE, DEVICE HEAT AND RAM CAPACITY CAUSE THE MOST DISSATISFACTIONS FOR LAPTOP OWNERS
Is there anything make you feel unhappy about this brand? (By brand)
N = 500
Nothing make me dissatisfied
Other
Blurrry screen
Cannot recharge the battery
Wifi error
After working a long time, it has noise
Inefficient keyboard
Low speed
Computer often freezes
Low RAM capacity
Often turn hot
Quickly run out of battery
13%
1%
2%
4%
7%
10%
11%
16%
19%
19%
32%
46%
Total
16
TOP 3 LAPTOP BRANDS ARE RELATIVELY SIMILAR IN TERM OF DISSATISFACTION POINTS
Most of complaints fall into Battery life, Heat and RAM capacity
Is there anything make you feel unhappy about this brand? (By brand)
Nothing make me dissatisfied
Other
Blurrry screen
Cannot recharge the battery
Wifi error
After working a long time, it has noise
Inefficient keyboard
Low speed
Computer often freezes
Low RAM capacity
Often turn hot
Quickly run out of battery
13%
1%
2%
4%
7%
10%
11%
16%
19%
19%
32%
46%
Total
13%
2%
4%
4%
7%
11%
16%
16%
24%
24%
34%
47%
Acer
13%
2%
2%
5%
6%
12%
9%
15%
17%
17%
37%
40%
Asus
7%
2%
0%
0%
7%
4%
11%
9%
9%
9%
22%
63%
Dell
N = 500 N = 135 N = 127 N = 54
17
TOP 4-6 BRANDS SOMETIMES FACE OTHER TECHNICAL ISSUES: SYSTEM FREEZE OR LOW SPEED
HP is complained by its device heating, while Lenovo for Low speed
Is there anything make you feel unhappy about this brand? (By brand)
Nothing make me dissatisfied
Other
Blurrry screen
Cannot recharge the battery
Wifi error
After working a long time, it has noise
Inefficient keyboard
Low speed
Computer often freezes
Low RAM capacity
Often turn hot
Quickly run out of battery
13%
1%
2%
4%
7%
10%
11%
16%
19%
19%
32%
46%
Total
11%
0%
2%
6%
9%
13%
4%
11%
17%
23%
23%
57%
Toshiba
9%
0%
0%
2%
7%
9%
16%
19%
26%
21%
42%
53%
HP
16%
0%
2%
5%
12%
5%
7%
30%
26%
19%
28%
35%
Lenovo
N = 500 N = 47 N = 43 N = 43
18
13-14INCH ARE THE MOST POPULAR SIZE, FOLLOWED BY 15-16 AND UNDER 13INCH
What is your laptop's size? (By brand)
Total Acer Asus Dell Toshiba HP Lenovo0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4% 5% 2% 4% 2% 5%
19% 17% 25%
11%21%
14%
16%
57% 59%58%
37%
64%
63%
63%
20% 19%14%
48%
13%
23%16%
Under 13 inch
13 - 14 inch
15 - 16 inch
Over 16 inch
N = 500 N = 135 N = 127 N = 54 N = 47 N = 43 N = 43
19
THE PURPOSE OF USAGE SEEMS NATURAL: THE YOUNG PRIORITIZES ENTERTAINMENT AND STUDY, WHILE THE OLD MAINLY FOR WORK
What are your main purposes for using laptop? (By age)
Total Under 18 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1% 4%5%14%
5% 3%
10%
16%
9% 12%5%
7%
22%
33%
34%
8%
7%7%
22%
20%
19%
25%
23% 30%
41%
17%
33%
52%61% 57%
To work
Web suffing, facebook
To study
To entertain (lis-tening music, watching movies)
To play game
Others
N = 500 N = 64 N = 204 N = 132 N = 56 N = 44
20
LAPTOP EXPENDITURE BY BRAND AND AGE GROUPSHow much did you spend for buying your laptop? (By brand and by age)
Total Acer Asus Dell Toshiba HP Lenovo0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 2%2% 1% 1% 2% 2%2%
1% 2%
11%4%5% 7%
2%2%
2%
13%
7%
21%
9%
11%
12%
21%
20%
20%
22%
9%
30%
23%
23%
35%
41%
35%
31%
30%
33%
37%
22% 24%
13%
46%
17%
30%
14% Under $300
$300 - $400
$401 - $550
$551 - $700
$701 - $850
$851 - $1.000
$1.001 - $1.200
Over $1.200
Total Under 18 18-25 26-30 31-35 Over 351% 2% 2% 1%2% 2% 3% 2%2% 1% 6%
2%
4% 5%5%
9%
2%
13%
6%
16% 11% 13%
18%
20%
5%
21% 26%
13%30%
35%
14%
35%38%
50%
39%
22%
73%
18%11% 13% 11%
WeightedAverage
Expenditure$456 $316 $460 $361 $439
N = 500 N = 64 N = 204 N = 132 N = 56 N = 44N = 500 N = 135 N = 127 N = 54 N = 47 N = 43 N = 43
$384 $447 $472 $437 $424$240
21
CONTACT US
• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: hideyuki.kato@di-mktg.como Contact number: +81 3-5532-3200
• Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: dang.h@di-mktg.como Contact number: +84 902-73-9944
• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: pimparima.p@di-mktg.como Contact number: +66 96 245 3656
22
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: hendry.p@di-mktg.como Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: kunte.sujit@dreamincubator.com.sgo Contact number: +65 9127 7654
23
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