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INDONESIA
DIGITAL LANDSCAPE
2013
By
1
01

ONLINE POPULATION
DEMOGRAPHICS

2
OVERVIEW

250
th
4
73

MILLION
PEOPLE
LARGEST POPULATION
IN THE WORLD
MILLION ONLINE POPULATION
BY THE END OF 2013

Source...
OVERVIEW
93.4

INTERNET USERS
in millions

83.6
72.7
59.6

INDONESIA ONLINE
POPULATION IS
GROWING RAPIDLY

Source: eMarket...
DEMOGRAPHICS BY GENDER
48.4%
male

female

FEMALE INTERNET USERS
STARTED TO CATCH UP
WITH THE PROPORTION OF
MALE INTERNET ...
DEMOGRAPHICS BY AGE
60-65
55-59

2.5%
3.1%

50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-15

DIGITAL IMMIGRANT

6.0%...
DEMOGRAPHICS BY AGE
60-65
55-59

2.5%
3.1%

50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-15

6.0%

9.1%
10.1%
10.9%
...
DEMOGRAPHICS BY EDUCATION
7.5%
11.3%

ELEMENTARY SCHOOL
MIDDLE SCHOOL
HIGH SCHOOL
DIPLOMA

47.9%
11.1%
20.8%

GRADUATE
POS...
DEMOGRAPHICS BY ACTIVITY
16.6%

15.3%

STUDENTS
HOUSEWIVES
COLLEGE STUDENTS

9.0%
5.8%
53.3%

UNEMPLOYMENTS
WORKERS

PROPO...
DEMOGRAPHICS BY PROFESSION
21.5%

ENTREPRENEUR
BLUE COLLAR
WHITE COLLAR

BLUE COLLAR IS USING
INTERNET TO SOCIALIZE
RATHER...
DEMOGRAPHICS BY MONTHLY SPENDING
33.1%

1 - 2 MILLIONS PER MONTH
2 - 3 MILLIONS PER MONTH
> 3 MILLIONS PER MONTH

39%

INT...
02

INTERNET USERS
BEHAVIOR

12
DEVICE USED
65.7%

SMARTPHONE
DESKTOP PC

52%

NOTEBOOK
TABLET

45%

1.9%

MOBILE INTERNET IS
MAKING GAINS, AIDED BY
THE P...
LOCATION BY DEVICE TYPE
92%

83%
50%
24% 14% 24%

26%
16% 16%

HOME

PUBLIC PLACES

OFFICE

13% 13% 06%

11% 03% 16%

09% ...
REASONS TO GO ONLINE
SOCIAL MEDIA
BROWSING
NEWS
DL/UL VIDEO
EMAIL
CHATTING
ONLINE GAME
VIDEO CALL
BLOG
VOIP
FILE SHARING
B...
INTERNET SPENDING PER MONTH
> IDR 500
IDR 450 - 500
IDR 400 - 450
IDR 350 - 400
IDR 300 - 350
IDR 250 - 300
IDR 200 - 250
...
03

MOBILE INTERNET

17
DEMOGRAPHICS BY GENDER
29%
male

female

INDONESIA HAS ONE OF THE
HIGHEST MALE TO FEMALE
RATIO AMONG MOBILE
INTERNET USERS...
DEMOGRAPHICS BY AGE

21%

< 18

32%

18-24

33%

25-35
> 35

INDONESIA HAS THE
YOUNGEST MOBILE INTERNET
USER BASE IN SOUTH...
DEMOGRAPHICS BY EDUCATION
30%
29%
31%
9%

GRADUATE / POST-GRADUATE
DIPLOMA / UNDER-GRADUATE
SCHOOLING UP TO 12 YEARS
UNEDU...
DEMOGRAPHICS BY ACTIVITY
4%
4%

FULL-TIME JOB
BUSINESS

16%

ENTREPRENEUR

39%

PART-TIME JOB
STUDENT
HOUSEWIVES
RETIRED

...
DOWNLOADED CONTENTS
70%
49%

GAME / APP
VIDEO

44%

MUSIC

33%

THEMES

GAME / APP IS THE MOST
DOWNLOADED MOBILE
CONTENT

...
MOBILE PHONE USERS
148.9

169.7
160.5

179

in millions

MOBILE PHONE USERS
SMARTPHONE USERS

23.8

38.5

57.7

71.6

IN 2...
OPERATING SYSTEMS
53%
ANDROID
BLACKBERRY

35%

WINDOWS
IOS

9%

4%

ALTHOUGH ANDROID
HAS QUICKLY BECOME
MAJORITY, UNTIL NO...
LOCATION
29% WHILE WATCHING TV

69% LYING IN BED
35% WAITING FOR SOMETHING
14% WHILE COMMUTING

6% WHILE IN A
MEETING
OR C...
MOBILE PHONE USAGE

24%

SOCIAL
MEDIA
ENTERTAINMENT

GENERAL
INFO
E-MAIL
GAMES
SHOPPING
LOCAL SEARCH

8%
6%

20%
16%
14%
1...
04

SOCIAL NETWORK

27
SOCIAL NETWORK
USERS

79.2

67.1
52.1
34.4

92.3%
87.5%

80%

in millions
SOCIAL NETWORK USERS
% OF INTERNET USERS

94.8%
...
SOCIAL NETWORK USED
95.7%
47.6%
37.6%

29.4%
% of respondents, Social Networks Used by Social Network Users
in Indonesia i...
FACEBOOK

1
2
3
4

USA
INDIA
BRAZIL
INDONESIA

180,000,000
90,000,000
86,000,000
64,000,000

MONTHLY ACTIVE USERS

INDONES...
YOUTUBE
1 BILLION

UNIQUE USERS
PER MONTH

6 BILLION

VIEWS
PER MONTH

18 MINUTES
900,000
22%

TIME ON SITE
PER SESSION
HO...
TWITTER

1
2
3
4

INDONESIA
SAUDI ARABIA
SINGAPORE
UNITED STATES

44.2%
41.7%
34.7%
34.5%

ACCOUNT GROWTH

INDONESIA IS TH...
GOOGLE+

1
2
3
4
5

USA
INDIA
BRAZIL
UNITED KINGDOM
INDONESIA

5,767,480
2,302,520
1,660,390

GOOGLE+ USERS

INDONESIA IS ...
05

E-COMMERCE

34
DIGITAL BUYERS
7.4
DIGITAL BUYERS IN INDONESIA

5.9

% OF INTERNET USERS

in millions

4.6
3.1
6.7%

8%

9%

10%

BY THE E...
B2C SALES
$3.56

B2C E-COMMERCE SALES
% OF CHANGE

$2.60
13.3%

E-COMMERCE HAS NOT
TAKEN ROOT IN
INDONESIA YET,
BECAUSE OF...
REASONS NOT TO BUY ONLINE
34.6%
21.5%
13.8%
12.7%
9,3%
6.0%
5.2%
4.7%
4.1%
4.0%
2.4%

FEAR OF FRAUD
ITEMS CAN’T BE SEEN DI...
MOST BOUGHT PRODUCTS
female

77.1%

male

39.1%

CLOTHING

2.1%
8.7%
3.8%
11.1%
5.2%
2.2%
5.0%
0.3%
0.8%
4.8%

HANDPHONE

...
MOST USED E-COMMERCE SITES
SITES USED TO MAKE ONLINE PURCHASE
FACEBOOK
KASKUS
DISDUS
TOKO BAGUS
DEAL KEREN
AMAZON
E-BAY
BH...
PAYMENT
METHOD
70%
41%
30%
24%
15%

BANK TRANSFER
KLIK BCA
CREDIT CARD
CASH ON DELIVERY
MANDIRI INTERNET

THE MOST POPULAR...
THANK
YOU

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Indonesia digital landscape 2013

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The collection of Indonesia's Internet and mobile Statistic from user behavior to ecommerce

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Transcript of "Indonesia digital landscape 2013"

  1. 1. INDONESIA DIGITAL LANDSCAPE 2013 By 1
  2. 2. 01 ONLINE POPULATION DEMOGRAPHICS 2
  3. 3. OVERVIEW 250 th 4 73 MILLION PEOPLE LARGEST POPULATION IN THE WORLD MILLION ONLINE POPULATION BY THE END OF 2013 Source: eMarketer, Indonesia Online, March 2013 3
  4. 4. OVERVIEW 93.4 INTERNET USERS in millions 83.6 72.7 59.6 INDONESIA ONLINE POPULATION IS GROWING RAPIDLY Source: eMarketer, Indonesia Online, March 2013 4
  5. 5. DEMOGRAPHICS BY GENDER 48.4% male female FEMALE INTERNET USERS STARTED TO CATCH UP WITH THE PROPORTION OF MALE INTERNET USERS 51.6% Source: APJII, Profil Internet Indonesia, December 2012 5
  6. 6. DEMOGRAPHICS BY AGE 60-65 55-59 2.5% 3.1% 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 DIGITAL IMMIGRANT 6.0% 9.1% 10.1% 10.9% 11.8% 14.2% 11.6% 10.9% 9.9% This older generation knew internet when they were an adult. They often feel the need to always learn to adapt with the new technologies. DIGITAL NATIVE This younger generation born and living in the internet era. They tend to make trends in cyberspace. YEARS OLD Source: APJII, Profil Internet Indonesia, December 2012 6
  7. 7. DEMOGRAPHICS BY AGE 60-65 55-59 2.5% 3.1% 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 6.0% 9.1% 10.1% 10.9% 11.8% 14.2% 11.6% 10.9% 9.9% INTERNET USERS IS DOMINATED BY YOUNGER GENERATION 12-34 YEARS OLD (58.4%) YEARS OLD Source: APJII, Profil Internet Indonesia, December 2012 7
  8. 8. DEMOGRAPHICS BY EDUCATION 7.5% 11.3% ELEMENTARY SCHOOL MIDDLE SCHOOL HIGH SCHOOL DIPLOMA 47.9% 11.1% 20.8% GRADUATE POST-GRADUATE INTERNET USERS IS DOMINATED BY PEOPLE WITH HIGHER EDUCATION 1.3% Source: APJII, Profil Internet Indonesia, December 2012 8
  9. 9. DEMOGRAPHICS BY ACTIVITY 16.6% 15.3% STUDENTS HOUSEWIVES COLLEGE STUDENTS 9.0% 5.8% 53.3% UNEMPLOYMENTS WORKERS PROPORTION OF HOUSEWIVES AS A GROUP OF INTERNET USERS CONTINUES TO INCREASE BECAUSE OF THE NEED TO SOCIALIZE, SEEK INFORMATION OR CONDUCT A BUSINESS Source: APJII, Profil Internet Indonesia, December 2012 9
  10. 10. DEMOGRAPHICS BY PROFESSION 21.5% ENTREPRENEUR BLUE COLLAR WHITE COLLAR BLUE COLLAR IS USING INTERNET TO SOCIALIZE RATHER THAN DIRECTLY RELATED TO WORK 15.1% 63.4% Source: APJII, Profil Internet Indonesia, December 2012 WHITE COLLAR INTENSELY ACCESSING THE INTERNET ANYTIME & ANYWHERE TO OBTAIN INFORMATION DIRECTLY TO WORK OR INDIRECTLY TO SELFDEVELOPMENT 10
  11. 11. DEMOGRAPHICS BY MONTHLY SPENDING 33.1% 1 - 2 MILLIONS PER MONTH 2 - 3 MILLIONS PER MONTH > 3 MILLIONS PER MONTH 39% INTERNET PENETRATION IS BARELY SEGMENTED BY ECONOMY CLASS 28% Source: APJII, Profil Internet Indonesia, December 2012 11
  12. 12. 02 INTERNET USERS BEHAVIOR 12
  13. 13. DEVICE USED 65.7% SMARTPHONE DESKTOP PC 52% NOTEBOOK TABLET 45% 1.9% MOBILE INTERNET IS MAKING GAINS, AIDED BY THE PROLIFERATION OF AFFORDABLE SMARTPHONES MANUFACTURED IN CHINA, ALONG WITH MORE AFFORDABLE DATA PACKAGES Source: APJII, Profil Internet Indonesia, December 2012 13
  14. 14. LOCATION BY DEVICE TYPE 92% 83% 50% 24% 14% 24% 26% 16% 16% HOME PUBLIC PLACES OFFICE 13% 13% 06% 11% 03% 16% 09% 14% 10% SCHOOL/UNIV. ON THE GO SMART PHONE MALL 05% 20% CAFE 08% 02% 05% 0% 0% 02% 0% INTERNET CAFE NOTEBOOK TABLET RESTAURANT Source: APJII, Profil Internet Indonesia, December 2012 14
  15. 15. REASONS TO GO ONLINE SOCIAL MEDIA BROWSING NEWS DL/UL VIDEO EMAIL CHATTING ONLINE GAME VIDEO CALL BLOG VOIP FILE SHARING BUY/SELL 22.4% 18.5% 5.9% 5.3% 3.6% 2.6% 0.1% 87.8% 68.9% 68.3% 62.1% 57.9% INTERNET USERS IN INDONESIA HAS NOT BEEN SERIOUSLY HARNESS THE POWER OF TECHNOLOGY FOR PRODUCTIVE ACTIVITIES INTERNET IS STILL LARGELY USED JUST FOR SOCIAL MEDIA, BROWSING OR TO FIND THE LATEST NEWS UPDATES Source: APJII, Profil Internet Indonesia, December 2012 15
  16. 16. INTERNET SPENDING PER MONTH > IDR 500 IDR 450 - 500 IDR 400 - 450 IDR 350 - 400 IDR 300 - 350 IDR 250 - 300 IDR 200 - 250 0.7% 0.9% 0.4% 0.9% 1.6% MOST PEOPLE SPEND IDR 50,000 - IDR 100,000 PER MONTH FOR INTERNET CONNECTION 6.9% 6% IDR 150 - 200 IDR 100 - 150 13.7% 17.9% 28.4% IDR 50 - 100 < 50 21.8% IN THOUSANDS Source: APJII, Profil Internet Indonesia, December 2012 16
  17. 17. 03 MOBILE INTERNET 17
  18. 18. DEMOGRAPHICS BY GENDER 29% male female INDONESIA HAS ONE OF THE HIGHEST MALE TO FEMALE RATIO AMONG MOBILE INTERNET USERS IN SOUTH EAST ASIA 71% Source: APJII, Profil Internet Indonesia, December 2012 18
  19. 19. DEMOGRAPHICS BY AGE 21% < 18 32% 18-24 33% 25-35 > 35 INDONESIA HAS THE YOUNGEST MOBILE INTERNET USER BASE IN SOUTH EAST ASIA 14% YEARS OLD Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013 19
  20. 20. DEMOGRAPHICS BY EDUCATION 30% 29% 31% 9% GRADUATE / POST-GRADUATE DIPLOMA / UNDER-GRADUATE SCHOOLING UP TO 12 YEARS UNEDUCATED 30% OF MOBILE INTERNET USERS IN INDONESIA ARE GRADUATES / POSTGRADUATES Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013 20
  21. 21. DEMOGRAPHICS BY ACTIVITY 4% 4% FULL-TIME JOB BUSINESS 16% ENTREPRENEUR 39% PART-TIME JOB STUDENT HOUSEWIVES RETIRED 12% 9% 16% 1/4TH OF MOBILE INTERNET USERS IN INDONESIA ARE BUSINESSMEN OR ENTREPRENEUR Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013 21
  22. 22. DOWNLOADED CONTENTS 70% 49% GAME / APP VIDEO 44% MUSIC 33% THEMES GAME / APP IS THE MOST DOWNLOADED MOBILE CONTENT Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013 22
  23. 23. MOBILE PHONE USERS 148.9 169.7 160.5 179 in millions MOBILE PHONE USERS SMARTPHONE USERS 23.8 38.5 57.7 71.6 IN 2015, SMARTPHONE USERS IN INDONESIA WILL REACH 71.6 MILLION PEOPLE Source: eMarketer, April 2012 23
  24. 24. OPERATING SYSTEMS 53% ANDROID BLACKBERRY 35% WINDOWS IOS 9% 4% ALTHOUGH ANDROID HAS QUICKLY BECOME MAJORITY, UNTIL NOW, BLACKBERRY REMAINS A SIGNIFICANT PLAYER. Source: IDC Indonesia via Jakarta Post, January 2013 24
  25. 25. LOCATION 29% WHILE WATCHING TV 69% LYING IN BED 35% WAITING FOR SOMETHING 14% WHILE COMMUTING 6% WHILE IN A MEETING OR CLASS 17% SPENDING TIME WITH FAMILY 6%WHILE IN THE BATHROOM 5% SOCIAL EVENT 5% SHOPPING INDONESIAN PEOPLE MORE LIKELY TO USE THEIR MOBILE PHONES WHEN THEY WERE ALONE IT’S CANNIBALIZING PRINT MEDIA Source: InMobi, Mobile Media Consumption-Indonesia 25
  26. 26. MOBILE PHONE USAGE 24% SOCIAL MEDIA ENTERTAINMENT GENERAL INFO E-MAIL GAMES SHOPPING LOCAL SEARCH 8% 6% 20% 16% 14% 12% GROWTH IN INDONESIAN MOBILE USAGE IN THE COMING YEARS IS LIKELY TO COME FROM SOCIAL MEDIA & ENTERTAINMENT Source: InMobi, Mobile Media Consumption-Indonesia 26
  27. 27. 04 SOCIAL NETWORK 27
  28. 28. SOCIAL NETWORK USERS 79.2 67.1 52.1 34.4 92.3% 87.5% 80% in millions SOCIAL NETWORK USERS % OF INTERNET USERS 94.8% SOCIAL NETWORKS ARE AN INDELIBLE ELEMENT OF THE ONLINE WORLD IN INDONESIA AND A REFLECTION OF THE SOCIAL NATURE OF THE COUNTRY’S CULTURE Source: eMarketer, August 2012 28
  29. 29. SOCIAL NETWORK USED 95.7% 47.6% 37.6% 29.4% % of respondents, Social Networks Used by Social Network Users in Indonesia in the past week Source: BBG and Gallup, October 2012 FACEBOOK YOUTUBE GOOGLE+ TWITTER ALTHOUGH FACEBOOK IS STILL VERY POPULAR, IT’S POPULARITY MAY BE DECLINING, AMONG THE DIGITALLY SAVVY USER’S IN LARGER CITIES WHO ARE TURNING TO PATH 29
  30. 30. FACEBOOK 1 2 3 4 USA INDIA BRAZIL INDONESIA 180,000,000 90,000,000 86,000,000 64,000,000 MONTHLY ACTIVE USERS INDONESIA IS THE FOURTH BIGGEST FACEBOOK COUNTRY Source: Social Bakers, 2013 30
  31. 31. YOUTUBE 1 BILLION UNIQUE USERS PER MONTH 6 BILLION VIEWS PER MONTH 18 MINUTES 900,000 22% TIME ON SITE PER SESSION HOURS OF VIDEO VIEWED PER DAY OF VIEWS COME FROM MOBILE Source: YouTube, 2013 31
  32. 32. TWITTER 1 2 3 4 INDONESIA SAUDI ARABIA SINGAPORE UNITED STATES 44.2% 41.7% 34.7% 34.5% ACCOUNT GROWTH INDONESIA IS THE COUNTRY WITH THE BIGGEST GROWTH OF TWITTER ACCOUNTS IT HAS CLOSE TO 30 MILLION TWITTER ACCOUNTS Source: GlobalWebIndex, April 2013 32
  33. 33. GOOGLE+ 1 2 3 4 5 USA INDIA BRAZIL UNITED KINGDOM INDONESIA 5,767,480 2,302,520 1,660,390 GOOGLE+ USERS INDONESIA IS THE FIFTH BIGGEST GOOGLE+ COUNTRY 627,449 612,318 Source: GPlusData, September 2013 33
  34. 34. 05 E-COMMERCE 34
  35. 35. DIGITAL BUYERS 7.4 DIGITAL BUYERS IN INDONESIA 5.9 % OF INTERNET USERS in millions 4.6 3.1 6.7% 8% 9% 10% BY THE END OF 2015 THERE WILL BE 7.4 MILLION DIGITAL BUYERS, OR EQUAL TO ONLY 10% OF INTERNET USERS Source: eMarketer, January 2013 35
  36. 36. B2C SALES $3.56 B2C E-COMMERCE SALES % OF CHANGE $2.60 13.3% E-COMMERCE HAS NOT TAKEN ROOT IN INDONESIA YET, BECAUSE OF: $1.79 $1.04 in billions 9.8% 7.1% Lack of delivery infrastructure • Unfamiliarity with online payment • 6.7% • Worries about security Source: eMarketer, January 2013 36
  37. 37. REASONS NOT TO BUY ONLINE 34.6% 21.5% 13.8% 12.7% 9,3% 6.0% 5.2% 4.7% 4.1% 4.0% 2.4% FEAR OF FRAUD ITEMS CAN’T BE SEEN DIRECTLY HIGH PRICES NOT INTERESTED/NOT NEEDED QUALITY OF ITEMS NOT GUARANTEED DO NOT KNOW HOW NOT PRACTICAL ITEMS DO NOT MATCH THE OFFER ITEMS ARE NOT IN ACCORDANCE TO ANYONE’S LIKING ITEMS DO NOT MATCH THE PICTURE PROCESS IS LONG Source: APJII, Profil Internet Indonesia, December 2012 37
  38. 38. MOST BOUGHT PRODUCTS female 77.1% male 39.1% CLOTHING 2.1% 8.7% 3.8% 11.1% 5.2% 2.2% 5.0% 0.3% 0.8% 4.8% HANDPHONE TICKET FOR TRIP/SHOW NOTEBOOK/ ACCESSORIES BAGS BOOKS ELECTRONIC GADGETS SHOES COSMETIC BOOKING/ HOTEL RESERV. TOYS FOR CHILDREN 17.8% 16.9% 16.1% 1.4% 11.0% 9.0% 8.8% 0.3% 4.7% 4.6% Source: APJII, Profil Internet Indonesia, December 2012 38
  39. 39. MOST USED E-COMMERCE SITES SITES USED TO MAKE ONLINE PURCHASE FACEBOOK KASKUS DISDUS TOKO BAGUS DEAL KEREN AMAZON E-BAY BHINNEKA MULTIPLY BLIBLI TOKOPEDIA OTHER 19.5% 13.6% 11.9% 8.9% 8.5% 5.5% 4.7% 4.7% 3.8% 22.5% 50% 49.2% MAJORITY OF DIGITAL BUYERS STILL PREFER PEER-TO-PEER MARKETPLACE, SELLER AND BUYER NEGOTIATE THROUGH ANY NUMBER OF NETWORKS, INCLUDING REGULAR PHONE CALL OR SMS, FACEBOOK, BBM, WHATSAPP AND TWITTER Source: Veritrans and DailySocial, eCommerce in Indonesia, August 2012 39
  40. 40. PAYMENT METHOD 70% 41% 30% 24% 15% BANK TRANSFER KLIK BCA CREDIT CARD CASH ON DELIVERY MANDIRI INTERNET THE MOST POPULAR PAYMENT SYSTEM FOR ONLINE PURCHASES IS BANK TRANSFER Source: Veritrans and DailySocial, eCommerce in Indonesia, August 2012 40
  41. 41. THANK YOU 41

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