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The Digital Landscape in Indonesia 2013
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The Digital Landscape in Indonesia 2013

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This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below: ...

This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below:
1. Growing Love For the Internet
Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity.

2. Mobile and Internet goes hand-in-hand
Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks.

3. Smartphones gain popularity
Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone.

4. Social Media becomes a daily habit
Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media.

5. Indonesian moms are online via mobile
Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.

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  • PC still remains a big way to access internet in Indonesia. However, mobile is growing. Close to 14 million Indonesians access internet via a home or work PC. The slow growth could be an indicator of the growing internet access via mobile phones.

The Digital Landscape in Indonesia 2013 The Digital Landscape in Indonesia 2013 Presentation Transcript

  • + The Digital Landscape of Indonesia Manoj Damodaran / Head of Digital / Soho Square Indonesia October 2013
  • + Executive Summary  Growing Love For the Internet   Mobile and Internet goes hand-in-hand   Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone. Social Media becomes a daily habit   Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks. Smartphones gain popularity   Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity. Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media. Indonesian moms are online via mobile  Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.
  • + In this presentation Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  • Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  • 59.7 million Indonesians are now online That is 24% of the population Source: eMarketer 2013 (data is for 2012)
  • 58.9% of Internet users are Male* 70% of them are under 35 years of age** Source: *eMarketer 2013 (data is for 2012) **comScore Media Metrix, March 2013
  • 310.8 million mobile connections That is 125% of the population Source: eMarketer 2013 (data is for 2012)
  • 164.1 million mobile phone users That is 66% of the population Source: eMarketer 2013 (data is for 2012)
  • 1 out of every 4 Indonesian owns a smartphone Source: RoyMorgan July 2013
  • 57.2 Million Indonesians use mobile for internet That is 33% of mobile users in Indonesia Or 78.5% internet users in Indonesia Source: RoyMorgan July 2013
  • 67.2 million Indonesians use social networks That is 92.3% of the internet users Source: *eMarketer April 2013
  • 63.2 million Indonesians use Facebook That is 94.0% of the social media users Source: *eMarketer April 2013 (who access Facebook via any device at least once per month)
  • Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  • + Internet adoption is growing faster in Vietnam and Philippines compared to Indonesia Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013
  • + Indonesia spends lesser time online than other SEA countries Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + Indonesians are more likely to visit blogs & social networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + Google, Facebook & Yahoo! make up the big 3 in Indonesia Top 10 sites among internet users in Indonesia ranked by unique visitors (‘000) as of Jan 2013 eMarketer 2013
  • + Facebook continues to dominate as the most popular social network in Indonesia Reach of top 5 social networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + Photo-sharing websites are gaining momentum among Indonesians Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + E-commerce gains popularity, but still slow compared to other SEA markets Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + Only 4.6 million Indonesians have made a digital purchase in the past year Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + Indonesians are still safe and practical about their online purchases
  • + Commercial transactions on Facebook indicate their heavy involvement with this medium
  • + Indonesians spend more time on travel sites compared to others in SEA Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • + When it comes to baby care products, Indonesians source Globally | Indonesia their information online and from what brands say 3.2 3.1 4.0 3.4 3.5 2.0 5.1 2.3 2.6 2.2 1.5 1.7 2.5 1.2 1.4 3.1 1.5 4.1 1.6 1.9 3.6 3.1 1.7 2.6 Average no. of sources of information at each stage during a baby care product purchase TNS Digital Life – 2013 Path to Purchase
  • + Indonesians are watching more videos today than ever. User generated videos are more popular than professionally created videos TNS Digital Life – 2013 Future Trends
  • Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  • + Key Social Media Growth Factors in Indonesia  Internet access is generally localized to certain regions (primarily urban). Social networking has fueled a great deal of growth in internet usage.  Mobile is likely to become a bridge to higher web usage, and with smartphones becoming cheaper, many more people in Indonesia will begin using them.  The country’s population skews dramatically young (median age in Indonesia is 28.), which has helped fuel an obsession with social networks generally and Facebook specifically.  Facebook has taken over as the top social network in the country, with 90% of Indonesian internet users surveyed by Nielsen in 2011 saying they had a profile on the site.
  • + Social Media has become an important part of the daily life
  • + Indonesians are recommending on social media more than most countries, except Australia
  • + They are more likely to buy if they engage or follow a brand online
  • + Primary motivation to comment on social media is to help 33% write to share 40% write to help 19% write to praise 9% write to complain TNS Digital Life – 2013 Consumer Voice
  • Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  • + Android phones now make up over 50% of the total smartphone category in Indonesia
  • + Video consumption via mobile in Indonesia is still lower than most markets in Asia
  • + Games, entertainment & news apps are most popular besides social media apps
  • + Users who download apps on their mobile frequently use them
  • + More Indonesians prefer following a brand on social media vs. downloading their app
  • + Thank You Manoj Damodaran / Head of Digital / Soho Square Indonesia Follow me on: Twitter / Tumblr