The document provides findings from a survey of smartphone brands in Indonesia conducted in October 2014. Key findings include: - Samsung had the highest Popular Brand Index score and was the most popular, widely recognized, and top brand consumers had used and intended to use in the future. - Television and internet were the most accessed media, and video ads were the most attractive format on the internet. - Advertising on television and the internet had the biggest influence on consumers' product decisions. The survey findings provide insights into smartphone brand awareness, preferences, and the effectiveness of different advertising formats in Indonesia.

1. Indonesia’s Smartphone
Market
2014
Omnibus Popular Brand Index
Date: October 2014

2. A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Last Used
5. Future Intention
6. Switching
7. General Information
2

3. A. Detail findings
1.1. Popular Brand Index Concept
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information :
•Top of Mind (TOM) = First brand mentioned by respondents.
•Expansive = Scope and spread of brand.
•Last Used = Total purchase or last used brand in past 3 months.
•Future Intention = Consumer intention to purchase brand.
Brand is one of the important company assets and is also
considered as identity of the company. Brand or trademark is a
name or symbol representing a particular product or service and it
gives a psychological meaning or association.
Moreover, brand is also a promotion tool where this helps to
reach out to popularity or people awarenss that eventually
influence consumers’ behaviour.
In order to improve organizational performance, brand
development should be evaluated. For this purpose, W&S Group
conducted a PBI (Popular Brand Index) concept development where
the measurement is analyzed by using 4 parameters - Top of Mind,
Expansive or brand expansion, Last Used or well known as Market
share and Future Intention.
Below is the calculation/formula to get the PBI score of a
certain brand.
3

4. A. Detail findings
1.2. Popular Brand Index Results (PBI)
The PBI score below is determined by using Internet Sampling (Online Panel) methodology and 1,859 of
Nusaresearch’s propietary managed panel (W&S Indonesia). Below is the PBI score for Smartphone Category:
The Incidence Rate of Smartphone (the frequency of smartphone users in the past 3 months) is at 60.0%,
calculated from W&S Indonesia panel population.
Samsung is the most
popular smartphone in
Indonesia with highest PBI
score of 51.6, followed by
Blackberry on second place
with PBI score of 8.7.
Rank of
popular
Smartphone PBI IR
1 Samsung 51.6
60.0%
2 Blackberry 8.7
3 Nokia 6.6
4 Sony 6.1
5 Lenovo 5.0
6 Smartfren 3.6
7 Oppo 3.3
8 Iphone / Apple 3.0
9 Advan 2.4
10 LG 1.9
11 Evercoss 1.8
12 Asus 1.7
13 Mito 0.9
14 Acer 0.9
15 HTC 0.5
4

5. A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Last Used
5. Future Intention
6. Switching
7. General Information
5

6. A. Detail findings
2.1. Brand Awareness – Top Of Mind
n Sample : 1,115
Top of Mind (TOM) is one of the important parameters of PBI that is calculated to measure consumers awareness
level toward a certain Smartphone brand. TOM helps a company to understant the level of popularity of their
product/service. The first brand mentioned by respondents and spontaneously comes to their mind when talking about
Smartphone brands are: Samsung (52.9%), followed by Blackberry (10.0%) and Nokia (7.4%).
This results explains that Samsung is a highly recognised Smartphone brand in Indonesia as half of the surveyed
respondents was reported to answer Smartphone as the first brand that first comes to their mind.
52.9%
10.0%
7.4%
5.8% 5.1% 4.2% 3.6%
1.9% 1.8% 1.4% 1.0% 0.8% 0.7% 0.7%
Samsung Blackberry Nokia Sony Iphone /
Apple
Lenovo Smartfren Oppo LG Advan Asus Evercoss Mito Acer
6

7. A. Detail findings
2.2. Brand Awareness
The chart below signified a very clear difference between Aided score and Unaided score (brand recall) because
there is a quite significant difference between the average score of Unaided Awareness (22.6%) and Aided Awareness
(31.2%). This may caused byan overwhelming numbers of Smartphone brands in Indonesia market, thus the brands are
not easily remembered by the consumers unless the smartphone they are currently using or old brand. However, the
two newcomer smartphone brands – Lenovo and Oppo – has reached the highest Total Awareness score that compete
with other old Smartphone producers.
86.0%
30.7% 33.7% 34.4%
23.1%
11.2%
20.8%
30.2%
11.5%
23.7%
7.1% 6.9% 7.5% 3.8% 8.3%
11.2%
40.3% 37.9% 31.5%
40.4%
37.5%
43.9%
31.7%
31.7%
33.6%
28.3% 28.7% 24.7%
25.9% 21.2%
97.2%
70.9% 71.7%
65.9% 63.5%
48.7%
64.7% 61.9%
43.2%
57.3%
35.3% 35.6%
32.2% 29.7% 29.4%
Samsung Blackberry Nokia Sony Lenovo Smartfren Oppo Iphone /
Apple
Advan LG Evercoss Asus Mito Acer HTC
Unaided Aided Awareness
n Sample : 1,115
7

8. A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Last Used
5. Future Intention
6. Switching
7. General Information
8

9. A. Detail findings
3. Expansive
Expansive parameter is calculated to get the
level of brand spread of smartphone product that
can be easily found anywhere. This research
finding shows that Samsung is in the first place
(67.0%) and Blackberry (10.2%) and Nokia (6.3%)
are found to be the Smartphone brands that are
easy to find in many places. This explains that
Samsung, Blackberry and Nokia have more
advertisements in Television, Billboard, Internet
and many other forms of advertising media.
However, in conclusion, Samsung is
recognised as the leading smartphone brand in
term of Expansive aspect/brand spread.
67.0%
1.2%
10.2%
1.3%
6.3%
1.9%
2.2%
2.0%
2.1%
2.0%
n Sample : 1,115
9

10. A. Detail findings
4. Last Used
Last Used is determined by calculating the
respondents percentage who use Smartphone in
the last 3 months. Samsung, Blackberry and
Lenovo are the three most popular/preferred brand
of smartphones which account for 40.9%, 9.6%,
and 7.5%, respectively. This is counted from June
to August 2014.
This is mainly caused by the high score of
their Awareness level. Interestingly, Lenovo, as a
new player – has reached the highest number of
users in a short period. On the other side, Oppo –
that has higher score of Awareness level than
Lenovo – has less users than its competitor.
40.9%
2.4%
9.6%
3.1%
7.5%
3.7%
6.7%
3.8%
6.5%
6.4%
n Sample : 1,115
10

11. 11
A. Detail findings
5. Future Intention
Future intention level is determined by the
number/percentage of the surveyed respondents
toward the desired smartphone brand in the future.
The level of future intention is thus measured from
the Loyal respondents and Switching respondents.
Samsung remains in the first place as the
most desired smartphone (48.5%), followed by
Sony (9.1%) and Oppo (6.7%). ASUS (3.4%) and
LG (2.2%) smartphone are among the top 10 most
desired smartphone although these two brands
have quite low PBI scale. This can be concluded
that these two brands are potentially capable to
enter Indonesia’s smartphone market.
48.5%
2.2%
9.1%
2.2%
6.7%
2.7%
6.5%
3.4%
5.9%
5.0%
n Sample : 1,115

12. 12
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Last Used
5. Future Intention
6. Switching
7. General Information

13. 13
A. Detail findings
6. Switching
6.1. Future preferred Smartphone
59.9%
40.1%
Loyal
Switch
39.2%
10.8%
10.2%
7.6%
6.6%
5.1%
4.9%
3.1%
2.4%
2.2%
2.1%
1.6%
1.2%
1.2%
Samsung
Sony
Oppo
Nokia
Lenovo
Asus
Blackberry
LG
Advan
Smartfren
HTC
Acer
Xiaomi
Evercoss
n Sample : 657
* Relative to the switching-respondents
n Sample : 1,115
The research finding shows that 59.9% of 1,115 respondents reported that they
are interested in switching to different smartphone brands. 39.2% of those respondents
who would consider switching to new smartphone brand prefer to use Samsung
smartphone. The following future preferred smartphone brands are Sony (10.8%) and
Oppo (10.2%).
In conclusion, the above pie chart shows that there are 40.1% loyal respondents
where they do not have intention to switch to other smartphone brands.

14. 14
40.9%
9.6%
7.5%
6.7%
6.5%
6.4%
3.8%
3.7%
3.1%
2.4%
23.5%
3.0%
3.9%
6.5%
4.6%
1.3%
1.4%
0.1%
0.7%
6.1%
15.9%
7.5%
4.9%
4.0%
5.1%
5.5%
2.5%
2.5%
2.3%
1.8%
A. Detail findings
n Sample : 1,115
Samsung
Blackberry
Lenovo
Sony
Nokia
Smartfren
Advan
Iphone / Apple
Evercoss
Oppo
Switching Out
Last Visited
Switching In
It can be seen that Blackberry, Lenovo,
Nokia, Smartfren, Advan, Iphone, Evercoss
have higher Switching Out percentage than its
Switching In percentage. This means that these
smartphone brands will potentially lose their
current users as much as the difference point
between Switching Out and Switching In
percentage.
On the other side, Samsung, Sony and
Oppo was reported to have higher Switching In
percentage than its Switching Out percentage.
The difference percentage between Switching
in and Switching Out explains the potential
increased number of users.
6.2. Switching In and Switching Out

15. 15
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Last Used
5. Future Intention
6. Switching
7. General Information

16. 16
A. Detail findings
7.1. Media routinely accessed in the past 3 months
n Sample : 743
96.1%
83.9%
50.0%
33.5%
27.0%
20.7%
Internet (Online news, social media,
online newspaper, online magazine,
etc)
Television
Newspaper (printed media)
Radio
Magazine (printed media)
Tabloid (printed media)
Out of 717 surveyed respondents, it was
found that 96.1% are routinely accessing internet.
Television is also being routinely watched by 83.9%
repondents.
In printed media category, Newspaper
(50.0%) is found as the most frequently accessed
media by the respondents.

17. 17
A. Detail findings
7.2. Places to access internet in the past 3 months
n Sample : 717
Out of 717 surveyed respondents who access internet,
it was found that 63.2% access internet at home and
22.7% access internet at the office.
Home, 63.2%
Office, 22.7%
Free Wi-fi spot,
5.3%
School/university or
other education
institution, 3.1%
On the
go,
2.8%
Internet cafe,
2.0%
Others, 1.0%

18. 18
A. Detail findings
7.3. The Most Attractive Ads element on Internet
n Sample : 717
Out of 717 surveyed respondents who access internet,
it was found that 40.9% are interested in video advertising.
This may be caused by the advantages of video ads that
are delivered in a form of music, sound and moving image
(more real), more eye catching and much clearer in
describing the products than other ads types.
Moreover, Online banner ads is also preferred by
26.9% of the respondents.
Video
Ads
40.9%
Online
banner
26.9%
Gif
Animation
19.4%
Text Ads
5.9%
Pop-up
Ads
5.0%
I do not
know
2.0%

19. 19
A. Detail findings
7.4. Advertising Effects on influencing product usage decision-making process
• Menggunakan skala 0.00 – 100.00. Jika skor efektivitas iklan semakin tinggi,
maka akan memberikan pengaruh yang besar kepada masyarakat.
Mean Score using scale 0.00 – 100.00, which:
0.00 - 24.90 : Very small effect 62.50 - 74.90 : Quite influential
25.00 - 49.90 : Small effect 75.00 - 87.50 : Big influential
50.00 - 62.50 : Neutral 87.50 - 100.00 : Very large influential
Ads Effectiveness Ads Mean Score Impact
Ads Effectiveness = Mean Score Ads * IR Media
51.07
56.97
33.97
19.18
Television Internet Printed
Media
Radio
81.02 79.53 78.89
76.19
Television Internet Printed
Media
Radio
Advertising is an important point that affect many things significantly. The product quality is not necessarily a main
consideration of people choosing a product. The advertising created may change the people perception toward a
particular product after being exposed to its advertising. A good advertising and quality products are not necessarily
recognized by people. Thus, there is a need for an industry to gather information about effective advertising placement.
The research finding below shows that an advertising on internet (effectiveness score of 56.97) and on television
(effectiveness score of 51.07) give a huge effect in influencing respondents decision making. This recommends an
industry/company to place an ads on those two form of advertisings. The charts below explains that the higher the
effectiveness score, the higher the possibility to have more users/visitors. In conclusion, the higher the ads effectiveness
score, the higher the ads effects on influencing product usage decision-making process.

20. 20
B. Respondent profile
Respondent
Demography

21. 21
B. Respondent profile
Monthly Household Income
56.7% 43.3%
Age Group
n Sample : 1,115
Gender
2.0%
3.0%
3.9%
10.9%
13.7%
10.2%
14.5%
11.6%
12.2%
12.5%
5.5%
Over IDR 40,000,000
IDR 30,000,001 - IDR 40,000,000
IDR 20,000,001 - IDR 30,000,000
IDR 11,000,001 - IDR 20,000,000
IDR 8,500,001 - IDR 11,000,000
IDR 6,500,001 - IDR 8,500,000
IDR 4,500,001 - IDR 6,500,000
IDR 3,500,001 - IDR 4,500,000
IDR 2,500,001 - IDR 3,500,000
IDR 1,500,001 - IDR 2,500,000
Less than IDR 1,500,000
118
311
241
445
Under 17 years old
17 - 19 years old
20 - 24 years old
25 - 29 years old

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across Indonesia.
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