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Digital Marketing Landscape in Indonesia 2013
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Digital Marketing Landscape in Indonesia 2013

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Hi! This deck is a compilation of Indonesia internet stats collected from many sources. Provides some insights related to internet, mobile, and eCommerce penetration in Indonesia.

Hi! This deck is a compilation of Indonesia internet stats collected from many sources. Provides some insights related to internet, mobile, and eCommerce penetration in Indonesia.


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  • 1. @Bayusyerli INDONESIA. Population, Mobile, eCommerce Digital Landscape in 2013
  • 2. @Bayusyerli Hi! This deck is a compilation of Indonesia internet stats collected from many sources. Enjoy! Bayu Syerli Rachmat Digital Marketing Mgr. 3M Indonesia
  • 3. @Bayusyerli Online Population INDONESIA
  • 4. @Bayusyerli Steady Economic Growth will Increase Indonesia’s Online Population Internet penetration is highest among those ages 15 to 24, city dwellers and those with a university-level education
  • 5. @Bayusyerli Indonesians Spend Most Time on the Internet Hours spent/Week 35h 19h 5h 6h Indonesia Consumer Insights, June 2010 n=1335 | Base: All Respondents (Natural fall-out) Social Media Use is Incredibly Popular and Dominates Online Behavior
  • 6. @Bayusyerli Social Media is Happening in Indonesia • Indonesians favor social networks over email for staying in touch. [Source: We Are Social, November 2011] • 77% of online activities in Indonesia involve social networking sites. [Source: Yahoo!, via Scribd, June 2010] • There are more than 43m users on Indonesia's top social network; 18% of the population. [Source: We Are Social, October 2012] • Facebook is Indonesia's top social networking site with 86% coverage. [Source: Comscore media matrix, Mar 2012] • Bahasa Indonesia is the most popular language used on Indonesian Facebook with 82% share. [Source: SalingSilang, via SlideShare, February 2011]
  • 7. @Bayusyerli Mobile Penetration INDONESIA
  • 8. @Bayusyerli Mobile Subscribers and Penetration Across SEA [Source: We Are Social, October 2012]. Country Mobile subscribers Penetration Brunei 530,000 130% (multiple devices) Indonesia 269m 109% (multiple devices) Malaysia 34m 118%( multiple devices) Myanmar 2m 5% Philippines 97m 94% Singapore 7m 147% (multiple devices) Thailand 78m 117% (multiple devices) 60% of regular internet users in Indonesia use a mobile phone to access internet Smartphone usage will see sharp growth, replacing expensive fixed internet access
  • 9. @Bayusyerli Android is the operating system of choice for Indonesia’s smartphone owners, but BlackBerry remains relevant in the market Most mobile web users in urban areas rely on feature phones for mobile web access Mobile Internet in Indonesia
  • 10. @Bayusyerli The average Indonesian mobile web user consumes 5 hours of media daily. 36% of this time is spent on mobile. [Source: InMobi, February 2012] 69% of Indonesian mobile web users use their devices while lying in bed. [Source: InMobi, February 2012] 24% of Indonesian mobile web users use social media on their mobiles. [Source: InMobi, February 2012]
  • 11. @Bayusyerli eCommerce INDONESIA
  • 12. @Bayusyerli 2006 2007 2008 2009 2010 2011 0.1 0.1 0.2 0.3 0.3 0.5Internet Retailing in Indonesia (Revenue 2006 - 2011) source by Euromonitor, Retailing in Indonesia data in Trilion Rp. 2011 2012 2013 2014 2015 2016 0.5 0.6 0.7 0.8 1 1.1Forecast Internet Retailing in Indonesia (Revenue 2011 - 2016) source by Euromonitor, Retailing in Indonesia data in Trilion Rp. Internet Retailing in Indonesia www.acnielsen.co.id/news/NEWS14072010.shtml 70% of Indonesian online users intend to make an online purchase
  • 13. @Bayusyerli dsresearch-ecommerce-may11 224 Respondents 175 Females 49 Males Customer Study 0 20 40 60 80 100 120 112 37 30 15 10 8 7 5 Purchasing Product Female customer tend to buy clothes, shoes, and personal cares; 0 20 40 60 80 100 120 118 38 18 18 17 15 0 20 40 60 80 100 120 IDR. 100,000 - 500,000 Less than IDR 5 Mil Less than IDR. 100,000 Any amount Less than IDR. 1 Mil 118 38 25 25 18 The Amount of Transaction The products that customer buy like clothes, shoes, and accessories tend to cost around IDR. 500,000. 0% 10% 20% 30% 40% 50% 60% Bank Transfer COD Credit Card Other (Paypall, etc) 57% 28% 7% 8% Payment Method Customer tend to pay via bank transfer or cash on delivery Good Ecommerce Customers are getting confidence using e- commerce with the help of their friends’ recommendation
  • 14. @Bayusyerli Customer Study What to Shop
  • 15. @Bayusyerli Indonesia eCommerce a Big Bang Waiting to Happen