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Indonesia Digital Habits Study

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Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.

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Indonesia Digital Habits Study

  1. 1. Digital Habits of the Urban Indonesian Consumer September 2015
  2. 2. Indonesia: A Key Market for ‘the Next Billion’ Digital usage (from Consumer Barometer*) Internet usage: 41.2% PC category: 15.4% Mobile phone: 85.2% Smartphone: 43.3% population 250m(world’s #4) GDP $900b of islands 1,000s Top 10 biggest cities by population size (from 2010-2020) 2010 2020 (estimate) Sumatra Kalimantan Java Sulawesi 1.9m 2.4m 1.4m 1.7m 11.9m 11.9m 1.4m 1.7m 0.8m 1.1m 1.7m 1.9m 2.8m 3.0m 0.8m 0.9m 1.5m 2.0m Population size (million) Medan Palembang Tangerang Bogor Jakarta Bandung Malang Surabaya Makassar Papua Moluccas Semarang 1.6m 2.0m Source: World Bank, Euromonitor, Google Consumer Barometer * www.consumerbarometer.com
  3. 3. Study Background & Methodology Understand the accurate user profile and media consumption data in urban Indonesia Capture detailed online behaviour and purchase journey especially through mobile devices using a integrated behavior tracking method Module 1 Establishment survey Face-to-face interviews to understand media landscape and consumer media consumption in urban area Module 2 Passive meter tracking Meter-based in-depth behavior tracking to capture consumer journey in 3 key product categories (travel, apparel, hair- care goods) Background Methodology Age 18-55 Have at least one connected device Opt-in panel with customers
  4. 4. Methodology Details Module 1 Establishment survey Module 2 Passive meter tracking • Installing tracking meters “GfK LEOtrace®” (PC, smartphone, tablet) to opt-in samples of the establishment survey • n=600 (opt-in samples aged 18-55) • Collecting behavioral data (site visit, app usage, etc.) and tracking purchase activities for 3 categories via quick mobile survey for 3 months • Capturing purchase journey during the field time by mobile diaries and exit survey n=600 opt-in sub-samples • Face-to-face interviews in 5 urban cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) • n=2,500 (urban population representative) • Collecting user data on demographics, media consumption, attitudes, brand preference/purchasing, etc. n=2,500 in urban areas
  5. 5. Mobile device usage is ubiquitous with a wide variety of apps and websites used throughout the day. Communication is a highlight of smartphone use. Executive Summary Smartphones have become an indispensable part of daily lives in Indonesia. Smartphone usage is currently at 61% in urban cities. Smartphones have transformed consumer behaviour. Users make as many 46 app/sites visit a day through interaction with 16 different properties. Online search is a very important part of the purchase process and plays a key role in decision making. The purchase journey is complex but in most cases start with search. The pathways varies by product category but final purchase is made still predominantly offline in Indonesia.
  6. 6. 1. Smartphones are indispensable part of Indonesians’ daily lives Module 1: Establishment survey
  7. 7. Smartphones are used widely and heavily throughout the day Usership* 61% 5.5 Hours per day Usership* 17% 1.8Hours per day Source: Google GfK Indonesia Digital Tracking Study, Nov - Dec 2014. Base: All Respondents n = 2500 * Sample base in this section: Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 1 (establishment survey) Smartphone PC
  8. 8. Smartphone usage is high throughout the day, peaks at noon and evening Media consumption through the day Early morning Morning Noon Afternoon Early evening Evening Midnight Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014. Base: All Respondents n = 2500 ; A1. At what time do you usually use these devices/media on weekdays (Monday to Friday)? A1.1 At what time do you usually use these devices/media on Saturday? A1.2 At what time do you usually use these devices/media on Sunday?
  9. 9. Smartphones dominate with regard to all online activities except productivity Activity share across devices – Weekdays (%) Entertainment Information-seeking Shopping Communication Productivity Social Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014. Base: All Respondents n = 2500 ; F1, F2, F3, F4, F5 At what time do you usually use these activities that you do with your device on weekdays (Monday to Friday)?
  10. 10. 2. Online usage is ubiquitous Module 2: Passive meter tracking
  11. 11. Online usage is ubiquitous with a wide variety of apps and sites used throughout the day Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Base: Total users tracked: n = 633 Total visits to apps and sites per day 46 Unique apps / sites used per day Days active in a month 16 26 * Sample base in this section: Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 2 (passive tracking)
  12. 12. App usage much higher among the younger group and also have higher engagement 36% 18-26 yrs old # hours spent on device per active day 1.8 3.8 5.3 27 26 27 # active days in a month 50 42 43 # App / domain visits per active day 43% 27-36 yrs old 27% 37-46 yrs old Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Base: Total users tracked: n = 633 1.7 4.6 6.2 0.3 4.2 4.9 Age Group
  13. 13. Mobile usage is highest during commuting and lunch, PC usage stays low throughout the day Smartphone Tablet PC Commuting Lunch Commuting Site / App Usage by Device Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20
  14. 14. Communication and Productivity categories lead online usage. Search & Entertainment large on PCs Share of visits Reach of Categories Share of visits By device Usage by category of apps / websites Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20
  15. 15. 3 . Online research is a very important part of the purchase process Module 2: Passive meter tracking
  16. 16. Offline touchpoints are important but online sources are also becoming key in product research Reach of offline touchpoints (claimed in surveys) Reach of online touchpoints (passive tracking) Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Offline touchpoints: Base: All Respondents n = 2500 Online touchpoints: Total users tracked: n=245 (Travel), n=379 (Apparel), n=297 (hair-care) (weighted) Media touchpoints in purchase journey Hair-care (%)Apparel (%)Travel (%)
  17. 17. Aggregator, Search and Booking sites are actively accessed Reach of categories (%) Touchpoints Avg. # different visited per user Visits Avg. # in category per user Time (mins) Avg. time spent on category per user Share of visits (%) Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted) Online media visits: Travel Category
  18. 18. Consumers spend substantially more time on retailer sites and search engines Reach of categories (%) Touchpoints Avg. # different visited per user Visits Avg. # in category per user Time (mins) Avg. time spent on category per user Share of visits (%) Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted) Online media visits: Apparel Category
  19. 19. In hair care generally online sites reach is still low, search engines most prominent Reach of categories (%) Touchpoints Avg. # different visited per user Visits Avg. # in category per user Time (mins) Avg. time spent on category per user Share of visits (%) Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted) Online media visits: Hair-care Category
  20. 20. 4 . Purchase journey is complex but in most cases start with search Module 2: Passive meter tracking
  21. 21. Travelers exhibit complicated and fragmented online journey but search is a key startpoint Online journey map for Travel purchase N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed. Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events) Start Airline Company Travel Aggregator and Information Social Media Travel Booking Transportation Search Engine Air Asia .comGaruda Indonesia .com Lion Air .com PegiPegi.com Agoda.com Traveloka .com Social network Wego.com Aneka Tempat Wisata.com Blogspot .com Travel Detik.com Zomato .com Lewat Mana . com Ini Tempat Wisata .com Trip Advisor.com Aroengbinang Travelog .com Kompas Travel.com TripAdvisor App Trackpacking .com Wikimapia . com Kereta-api .com Google .com Bali Getaway Indonesia .com Nusa Trip.com Tiket.com Booking.com
  22. 22. Apparel journeys are more simple and concentrated in retailer sites but again linked to search Online journey map for Apparel purchase Start PinkEmma.com Bukalapak.com Kaskus.com Blanja.com Berrybenka. com Lazada.com Zalora App Tokopedia .com OLX.com Zalora.com Social network Information sites Social Media Retailer Search Engine Google.com N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed. Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
  23. 23. Hair-care journeys when they happen are complex and strong on info site , but linked to search Online journey map for Hair-care purchase Start Information sites Social Media Retailer Brand sites Search Engine Olshopmurah.com NyunyuHaiStyle.com Femaledaily.com Tokopedia.com Elevenia.com PomadeIndonesia.com jual-pomade.com murrayspomade.com Google.com Social network AylaCream.com Hairfashion.com MyLovelyHair.com Glamrs.com Blogspot.com Zonakesehatan.com carakata.blogspot.com Berjibaku.com Dove.com Hair styletrends. com N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed. Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015. n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
  24. 24. Implications for Marketers Consumers in urban Indonesia have fully moved to mobile All businesses need to follow consumers onto mobile Search is a key component of a successful mobile strategy Businesses should create a seamless experience between online and offline The purchase journey is complex. Businesses need to ensure that they are present at all stages of the journey
  25. 25. Sample details
  26. 26. Cities covered Occupation 40% 27 – 36 37 – 46 46 plus 18 – 26 32% 20% 9% 51% 49% low (<2-3mn) 13% 53% high (5-15mn+) 33% Gender Age SEC Monthly Personal Income (IDR) 8% Student 27% Breadwinner 24% Housewife 10% Senior Citizen 17% First-jobber 15% Working Mom Jakarta n=500 Semarang n=507 Bandung n=449 Surabaya n=553 Bodetabek n=507 Urban middle class (A/B/C1) aged 18-55 across 5 big cities in Indonesia Establishment Survey (Module 1) : Sample Overview medium (3-5mn)
  27. 27. Passive Meter Tracking (Module 2) : Sample Overview Cities covered Occupation 36% 27 – 36 37 – 46 46 plus 18 – 26 34% 27% 3% 46% 54% low (<2-3mn) 13% medium (3-5mn) 81% high (5-15mn+) 6% Gender Age SEC Monthly Personal Income (IDR) Jakarta n=276 Semarang n=40 Bandung n=63 Surabaya n=76 Bodetabek n=179 Bulk of the sample from Jakarta and Bodetabek 15% Student 32% Breadwinner 15% Housewife 3% Senior Citizen 19% First-jobber 17% Working Mom
  28. 28. Passive Meter Tracking Sample Composition Qualification: • PC: > = 3 active days • Smartphone : >= 6 active days • Tablet: >= 7 active days Sub sample qualification: • Those expecting purchase in each product category in next 3 months • Samples with extremely low activity during the whole field time (less active days than the tenth percentile) are excluded Reflects the Indonesian population in 5 big cities (n=633) (n=2,500) Hair-care sub-sample (n=297) Apparel sub-sample (n=379) Travel sub-sample (n=245) Establishment survey Internet users Tracking samples
  29. 29. © Google 2015

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