Consumers' social media consumption behavior helped in changing their buying decisions. Recent research reveals that 80% of buying decisions in Indonesia is dominated by brand exposure in social media.

1. SOCIAL MEDIA BEHAVIOUR
& BUYING DECISIONS 2017
An independent study as a contribu1on to the Indonesia media digital industry

2. This research has 1000 respondents.
Spread in 8 big ciDes such as;
Jabodetabek, Bandung, Surabaya,
Yogyakarta, Medan, Malang,
Makassar, Palembang.

3. 3
Demography
36%
64%
gender
man woman
32%
38%
25%
5%
age
15-25 26-35 36-45 46-55

4. 4
Demography
0%
48%
11%
40%
1%
educa3on
SD SMP/SMA
Diploma S1/ Sarjana
S2/S3
4%
49%
9%
17%
18%
3%
job
Pegawai Pemerintah
Pegawai Swasta
Wiraswasta
Ibu Rumah Tangga
Pelajar/Mahasiswa

5. 5
13%
50%
28%
9%
Time spend on social media
usage
0 - 1 hour
2 - 3 hour
4 - 6 hour
7 - 12 hour
Usage Behavior
1st 20.00 – 22.00 (58%)
2nd 12.00 – 13.00 (43%)
3rd 18.00 – 20.00 (41%)
4th 16.00 – 18.00 (26%)
5th 13.00 – 16.00 (25%)

6. 6
Usage Behavior
32% respondents use Notebook or laptop to access
social media.
33
42 43
29
home office campus /
school
everywhere
device
Notebook or laptop not
only in office so do in
campus or school

7. 7
Awareness
Urban Digital Media Awareness
91% 80% 70% 61% 45%
90
61
80
70
45
45
14
18
Facebook
Twider
Instagram
Youtube
Path
Google+
LinkedIn
Snapchat
0 10 20 30 40 50 60 70 80 90 100

8. 8
Owned
Urban Digital Media
87% 61% 40% 30% 25%
87
30
62
40
25
11 13
33
0
20
40
60
80
100
Facebook Twider Instagram Youtube Path BBM WA Google
33%

9. 9
Social Media Usage
Urban social media most usage
44
2
29
3 3 3
8
5
0
5
10
15
20
25
30
35
40
45
50
5%
8%
29%
44%

10. 10
Why did you use these social media?
1. To keep in touch with friends or family (77%)
2. To find informaDon and news (68%)
3. To make a new friends(62%)
4. As entertainment (55%)
5. To find product or services (33%)

11. 11
To find informaDons and
news (68%)
To find product or services
(33%)
71%
58%
35%
31%

12. 12
Who are they following?
Following social media account by respondents
44 44
29
48
45
26
0
10
20
30
40
50
60
beauty
product
woman
healthy
product
E-Commerce Fashion
product
electronic
product
Food and
Beverage
Following brand

13. 13
Source of awareness of social media brand
account
60
49
41
10 14
0
10
20
30
40
50
60
70
official brand account
official news portal
account
friends
public figure official
account
celebrity official
account
source

14. 14
Beauty Product
Number of brand has seen by respondents
60
14 11 7
24
19 11 9
0
10
20
30
40
50
60
70

15. 14 16 14
31
13
8 3
19
0
5
10
15
20
25
30
35
Make Over PAC
(Professional
ArDst CosmeDc)
Caring Colours Sari Ayu
yes
no
Number of share aier seeing the brand acDvaDon is social media.

16. 16
E-commerce Product
Number of brand has seen by respondents
62
42
33
18
28
0
10
20
30
40
50
60
70
Lazada Bukalapak Tokopedia Zalora Traveloka
e-commerce

17. 66
39 35
16
27
60
45
32
21
29
0
10
20
30
40
50
60
70
Lazada Bukalapak Tokopedia Zalora Traveloka
yes
no
Number of share aier seeing the brand acDvaDon is social media.

18. 18
Bank
Number of brand has seen by respondents
34
56
26
13
42
0
10
20
30
40
50
60
BRI BCA BNI CIMB NIAGA MANDIRI
bank

19. 39
62
30
10
45
30
51
24
15
40
0
10
20
30
40
50
60
70
BRI BCA BNI CIMB
NIAGA
MANDIRI
yes
no
Number of share aier seeing the brand acDvaDon is social media.

20. 20
Financial non-Bank
Number of brand activation in social media
47
30
15
36
8
0
10
20
30
40
50
Adira Finance FIF Wom Finance Pegadaian Home Kredit
non bank

21. 58
31
22
45
40
30
9
30
0
10
20
30
40
50
60
70
Adira Finance FIF Wom Finance Pegadaian
yes
no
Number of share aier seeing the brand acDvaDon is social media.

22. 22
Electronic Brand
Number of brand has seen by respondents
47
78
20
29
16 23
11
0
10
20
30
40
50
60
70
80
90
Apple Samsung Sony Lenovo Toshiba Asus Panasonic
electronic

23. 45
81
14
30
12
0
10
20
30
40
50
60
70
80
90
Apple Samsung Sony Lenovo Toshiba
yes
no
Number of share aier seeing the brand acDvaDon is social media.

24. 24
Fashion Product
Number of brand has seen by respondents
0
10
20
30
40
50
60
Zara Mango Pull &
Bear
Forever 21 H & M Uniqlo Gaudi Hammer
fashion

25. 0
10
20
30
40
50
60
70
yes
no
Number of share aier seeing the brand acDvaDon is social media.

26. 26
Beverage Product
Number of brand activation in social media
0
10
20
30
40
50
60
70
80
beverage

27. 0
10
20
30
40
50
60
70
80
yes
no
Number of share aier seeing the brand acDvaDon is social media.

28. 28
Women Healthy Product
Number of brand has seen by respondents
0
5
10
15
20
25
30
35
Laurier Charm Soiex KiranD Nature e
Women healthy

29. 0
5
10
15
20
25
30
35
40
Laurier Absolud Charm Soiex KiranD Nature e
yes
no
Number of share aier seeing the brand acDvaDon is social media.

30. 30
Is it interesting?
Very interes3ng (78%)
Not interesDng (2%)

31. 31
What do they remembered most ?
1. Brand logo (63%)
2. Visual (60%)
3. Tagline (40%)

32. 32
User Habit
Aier you see the brand account or post, did you share it to your
friends in through social media?
Yes (40%) No (60%)
Aier you see the brand account or post, did you share it to your
friends not through social media?
Yes (47%) No (53%)
Did you intend to use or buy your most memorable brand in social
media?
Yes (80%) No (20%)

33. THANK YOU