indonesia digital habits study
TRANSCRIPT
Digital Habits of the Urban Indonesian Consumer
September 2015
Indonesia: A Key Market for ‘the Next Billion’
Digital usage (from Consumer Barometer*)
Internet usage: 41.2%PC category: 15.4%Mobile phone: 85.2%Smartphone: 43.3%
population
250m (world’s #4)
GDP
$900b
of islands1,000s
Top 10 biggest cities by population size(from 2010-2020)
20102020 (estimate)
Sumatra Kalimantan
Java
Sulawesi
1.9m
2.4m
1.4m
1.7m
11.9m
11.9m
1.4m
1.7m
0.8m
1.1m
1.7m
1.9m
2.8m
3.0m
0.8m
0.9m
1.5m
2.0m Population size (million)
Medan
Palembang
Tangerang
Bogor
Jakarta
Bandung Malang
Surabaya Makassar
PapuaMoluccas
Semarang
1.6m
2.0m
Source: World Bank, Euromonitor, Google Consumer Barometer * www.consumerbarometer.com
Study Background & Methodology
Understand the accurate user profile and media consumption data in urban Indonesia
Capture detailed online behaviour and purchase journey especially through mobile devices using a integrated behavior tracking method
Module 1 Establishment surveyFace-to-face interviews to understand media landscape and consumer media consumption in urban area
Module 2 Passive meter trackingMeter-based in-depth behavior tracking to capture consumer journey in 3 key product categories (travel, apparel, hair-care goods)
Background Methodology
Age 18-55Have at least one connected deviceOpt-in panel with customers
Methodology DetailsModule 1
Establishment surveyModule 2
Passive meter tracking
• Installing tracking meters “GfK LEOtrace®” (PC, smartphone, tablet) to opt-in samples of the establishment survey
• n=600 (opt-in samples aged 18-55)
• Collecting behavioral data (site visit, app usage, etc.) and tracking purchase activities for 3 categories via quick mobile survey for 3 months
• Capturing purchase journey during the field time by mobile diaries and exit survey
n=600 opt-in sub-samples
• Face-to-face interviews in 5 urban cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya)
• n=2,500 (urban population representative)
• Collecting user data on demographics, media consumption, attitudes, brand preference/purchasing, etc.
n=2,500 in urban areas
Mobile device usage is ubiquitous with a wide variety of apps and websites used throughout the day. Communication is a highlight of smartphone use.
Executive Summary
Smartphones have become an indispensable part of daily lives in Indonesia. Smartphone usage is currently at 61% in urban cities.
Smartphones have transformed consumer behaviour. Users make as many 46 app/sites visit a day through interaction with 16 different properties.
Online search is a very important part of the purchase process and plays a key role in decision making.
The purchase journey is complex but in most cases start with search. The pathways varies by product category but final purchase is made still predominantly offline in Indonesia.
1. Smartphones are indispensable part of Indonesians’ daily lives
Module 1: Establishment survey
Smartphones are used widely and heavily throughout the day
Usership*
61%
5.5 Hoursper day Usership* 17%
1.8Hoursper day
Source: Google GfK Indonesia Digital Tracking Study, Nov - Dec 2014.Base: All Respondents n = 2500
* Sample base in this section:Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 1 (establishment survey)
Smartphone
PC
Smartphone usage is high throughout the day, peaks at noon and eveningMedia consumption through the day
Early morning Morning Noon Afternoon Early evening Evening Midnight
Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014.Base: All Respondents n = 2500 ; A1. At what time do you usually use these devices/media on weekdays (Monday to Friday)? A1.1 At what time do you usually use these devices/media on Saturday? A1.2 At what time do you usually use these devices/media on Sunday?
Smartphones dominate with regard to all online activities except productivity
Activity share across devices – Weekdays (%)
Entertainment
Information-seeking
Shopping
Communication
Productivity
Social
Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014.Base: All Respondents n = 2500 ; F1, F2, F3, F4, F5 At what time do you usually use these activities that you do with your device on weekdays (Monday to Friday)?
2. Online usage is ubiquitous
Module 2: Passive meter tracking
Online usage is ubiquitous with a wide variety of apps and sites used throughout the day
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Base: Total users tracked: n = 633
Total visits to apps and sites per day
46Unique apps / sites
used per dayDays active in a
month
16 26
* Sample base in this section:Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 2 (passive tracking)
App usage much higher among the younger group and also have higher engagement
36%18-26yrs old
# hours spent on device per active day
1.8 3.8 5.3
27
26
27
# active daysin a month
50
42
43
# App / domain visits per active day
43%27-36yrs old
27%37-46yrs old
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Base: Total users tracked: n = 633
1.7 4.6 6.2
0.3 4.2 4.9
Age Group
Mobile usage is highest during commuting and lunch, PC usage stays low throughout the day
Smartphone
Tablet
PC
CommutingLunch
Commuting
Site / App Usage by Device
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20
Communication and Productivity categories lead online usage. Search & Entertainment large on PCs
Share of visits
Reach of Categories Share of visits By device
Usage by category of apps / websites
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20
3 . Online research is a very important part of the purchase process
Module 2: Passive meter tracking
Offline touchpoints are important but online sources are also becoming key in product research
Reach of offline touchpoints (claimed in surveys) Reach of online touchpoints (passive tracking)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Offline touchpoints: Base: All Respondents n = 2500 Online touchpoints: Total users tracked: n=245 (Travel), n=379 (Apparel), n=297 (hair-care) (weighted)
Media touchpoints in purchase journey
Hair-care (%)Apparel (%)Travel (%)
Aggregator, Search and Booking sites are actively accessed
Reach of categories (%) TouchpointsAvg. # differentvisited per user
VisitsAvg. # in category
per user
Time (mins)Avg. time spent oncategory per user
Share of visits (%)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
Online media visits: Travel Category
Consumers spend substantially more time on retailer sites and search engines
Reach of categories (%) TouchpointsAvg. # differentvisited per user
VisitsAvg. # in category
per user
Time (mins)Avg. time spent oncategory per user
Share of visits (%)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
Online media visits: Apparel Category
In hair care generally online sites reach is still low, search engines most prominent
Reach of categories (%) TouchpointsAvg. # differentvisited per user
VisitsAvg. # in category
per user
Time (mins)Avg. time spent oncategory per user
Share of visits (%)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
Online media visits: Hair-care Category
4 . Purchase journey is complex but in most cases start with search
Module 2: Passive meter tracking
Travelers exhibit complicated and fragmented online journey but search is a key startpoint
Online journey map for Travel purchase
N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
Start
Airline Company
Travel Aggregator and Information
Social Media
Travel Booking
Transportation
Search Engine
Air Asia .comGaruda Indonesia .com
Lion Air .com
PegiPegi.com
Agoda.com
Traveloka .com
Social network
Wego.com
Aneka Tempat Wisata.com
Blogspot .com
Travel Detik.com
Zomato .com
Lewat Mana .com
Ini Tempat Wisata .com
Trip Advisor.com
Aroengbinang Travelog .com
Kompas Travel.com
TripAdvisor App Trackpacking .com
Wikimapia .com
Kereta-api .com
Google .com
Bali Getaway Indonesia .com
Nusa Trip.com
Tiket.com
Booking.com
Apparel journeys are more simple and concentrated in retailer sites but again linked to search
Online journey map for Apparel purchase
Start
PinkEmma.com
Bukalapak.com
Kaskus.com
Blanja.com
Berrybenka.com
Lazada.comZalora App
Tokopedia.com
OLX.com
Zalora.com
Social network
Information sites
Social Media
Retailer
Search Engine
Google.com
N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
Hair-care journeys when they happen are complex and strong on info site , but linked to search
Online journey map for Hair-care purchase
Start
Information sites
Social Media
Retailer
Brand sites
Search Engine
Olshopmurah.com
NyunyuHaiStyle.comFemaledaily.com
Tokopedia.com
Elevenia.com PomadeIndonesia.com
jual-pomade.com
murrayspomade.com
Google.com
Social network
AylaCream.com
Hairfashion.com
MyLovelyHair.com
Glamrs.com
Blogspot.com
Zonakesehatan.com
carakata.blogspot.com Berjibaku.com
Dove.com
Hair styletrends.com
N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
Implications for Marketers
Consumers in urban Indonesia have fully moved to mobile
All businesses need to follow consumers onto mobile
Search is a key component of a successful mobile strategy
Businesses should create a seamless experience between online and offline
The purchase journey is complex. Businesses need to ensure that they are present at all stages of the journey
Sample details
Cities covered Occupation
40%27 – 36
37 – 46 46 plus
18 – 2632%
20% 9%
51%
49% low(<2-3mn)
13% 53%high
(5-15mn+)
33%
Gender Age SEC
Monthly Personal Income (IDR)
8%Student
27%Breadwinner
24%Housewife
10%Senior Citizen
17%First-jobber
15%Working
Mom
Jakartan=500 Semarang
n=507
Bandung n=449
Surabaya n=553
Bodetabekn=507
Urban middle class (A/B/C1) aged 18-55 across 5 big cities in Indonesia
Establishment Survey (Module 1) : Sample Overview
medium(3-5mn)
Passive Meter Tracking (Module 2) : Sample Overview
Cities covered Occupation
36%27 – 36
37 – 46 46 plus
18 – 2634%
27% 3%
46%
54% low(<2-3mn)
13%medium
(3-5mn)
81%high
(5-15mn+)
6%
Gender Age SEC
Monthly Personal Income (IDR)
Jakartan=276 Semarang
n=40
Bandung n=63
Surabaya n=76
Bodetabekn=179
Bulk of the sample from Jakarta and Bodetabek
15%Student
32%Breadwinner
15%Housewife
3%Senior Citizen
19%First-jobber
17%Working
Mom
Passive Meter Tracking Sample Composition
Qualification:
• PC: > = 3 active days• Smartphone : >= 6 active days • Tablet: >= 7 active days
Sub sample qualification:
• Those expecting purchase in each product category in next 3 months
• Samples with extremely low activity during the whole field time (less active days than the tenth percentile) are excluded
Reflects the Indonesian population in 5 big cities
(n=633)
(n=2,500)
Hair-care sub-sample
(n=297)
Apparelsub-sample(n=379)
Travelsub-sample
(n=245)
Establishmentsurvey
Internetusers
Trackingsamples
© Google 2015