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Mobile internet-consumer-indonesia

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  • 1. THE MOBILE INTERNET CONSUMER INDONESIA 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
  • 2. Preface The Mobile Internet Consumer - Indonesia 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Indonesia. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern.The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. The Mobile Internet Consumer report is designed for media planners & brand advertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. The Mobile Internet Consumer report is available for India, Southeast Asia, Middle East & Africa and Latin America.
  • 3. DEMOGRAPHICS
  • 4. Age Less than 18 yrs 18-24 yrs 25-35 yrs more than 35 yrs 14% 33%32% 21% Indonesia has the youngest mobile internet user base in SEA 3THE MOBILE INTERNET CONSUMER - INDONESIA 2013 | SEA AVERAGE 19 % 28 % 32 % 21 %
  • 5. Gender Indonesia has one of the highest Male to Female ratio among mobile internet users in SEA 37% FemaleMale71% 29% 63 %* 37 %* 4THE MOBILE INTERNET CONSUMER - INDONESIA 2013 |*SEA AVERAGE
  • 6. Education 30% | 31% | 29% | 9% |Uneducated Schooling upto 12 yrs Diploma / Undergraduate Graduate / Post Graduate 30% of mobile internet users in Indonesia are graduates or post-graduates 5THE MOBILE INTERNET CONSUMER - INDONESIA 2013 | 36 %* 27 %* 27 %* 10 %* *SEA AVERAGE
  • 7. Occupation 4% Currently not working / Retired Student16%Full time job Housewives4% 12% $Part time job Self Employed Professional9% Business16% 1/4th of the mobile internet users in Indonesia are businessmen or self-employeed professionals6%* 18%* 41% 39%* 4%* 10%* 8%* 13%* 6THE MOBILE INTERNET CONSUMER - INDONESIA 2013 |*SEA AVERAGE
  • 8. CONSUMPTION PATTERN
  • 9. Mobile content downloaded in the last month Game / App Video Music Themes 70% 49% 44% 33% 1/4th of mobile internet users in Indonesia download all types of mobile content in a month, highest in SEA 8THE MOBILE INTERNET CONSUMER - INDONESIA 2013 | 67%* 46%* 38%* 32%* *SEA AVERAGE
  • 10. *SEA AVERAGE 9THE MOBILE INTERNET CONSUMER - INDONESIA 2013 | Users love mobile ads that help them... Game / App Video Ringtone / Song Wallpaper / Screensaver 21% 32% 29% 18% 2/3rd of mobile internet users from Indonesia find mobile ads very useful for downloading mobile content Download mobile content Find a good deal on something Learn about a brand Locate something nearby 67% | 55%* 36% | 42%* 22% | 27%* 33% | 36%*
  • 11. $ PURCHASING POWER
  • 12. Product Ownership Automobiles Payment CardsConsumer DurablesConnected Devices Only 1/4th of mobile internet users in Indonesia own an automobile 18% Computers 33% Tablets 27% 22%33% 11THE MOBILE INTERNET CONSUMER - INDONESIA 2013 | 39%* 29%* 38%* 32%* 23%* *SEA AVERAGE
  • 13. 12THE MOBILE INTERNET CONSUMER - INDONESIA 2013 | Affluent Lifestyle Shopping Mall / Market Movie Theatre Restaurant 58% | 46% | 32% | Only 1/3rd of mobile internet users from Indonesia went to a restaurant in the last month, least in SEA 41%* 47%* 58%* *SEA AVERAGE
  • 14. About the study The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of over 3000 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 6 key countries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. The overall Southeast Asia averages were weighted as per the regional composition of mobile internet users in each focus country. To know more about The Mobile Internet Consumer report, please write to us at insights@vserv.mobi or visit vserv.mobi/insights
  • 15. About the Mobile Marketing Association (MMA) The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
  • 16. About Vserv.mobi Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets. Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Apps across platforms. AppWrapper is the World’s Simplest App Monetization - it enables premium advertising & innovative pricing models on any app, without coding, in just one click. Vserv’s other game changing platform, AudiencePro, combines the scale of the Vserv.mobi global Mobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers can reach their exact target audience across all mobile platforms. Vserv is the only Ad Network with App media across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisers unparalleled reach and engagement. Built on superior technology, the Vserv Marketplace delivers exceptional ROI to advertisers as well as enhanced earnings to developers & publishers. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

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