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Report HARBOLNAS 2017 vs 2016

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Report HARBOLNAS atau HARI BELANJA ONLINE NASIONAL 2017 dibanding 2016

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Report HARBOLNAS 2017 vs 2016

  1. 1. Copyright © 2017 The Nielsen Company. Confidential and proprietary. Rusdy Sumantri 19 December 2017 HARI BELANJA ONLINE NASIONAL 2017
  2. 2. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 2 RUSDY SUMANTRI DIRECTOR, CONSUMER INSIGHT, NIELSEN INDONESIA Rusdy heads the Nielsen servicing team for retailers and technology clients. He has around a decade of research experience across various industries, specializing in telecom, online and offline retailers. His experience includes trade satisfaction, market sizing, segmentation, business apps and B2B research including corporate research, etc. Rusdy holds a Bachelor Degree in Industrial Engineering from Trisakti University, Indonesia. Rusdy’s interests include apps development, social media monitoring, connected life and cloud computing and digital behaviour. rusdy.sumantri@nielsen.com
  3. 3. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 3 RESPONDENT CRITERIA & SAMPLING METHOD TARGET RESPONDENTS BOTH MALE AND FEMALE ALL SEC & AGED 15+ Y.O. HAVE INTERNET ACCESS DATA COLLECTION ONLINE PANEL W/ STRUCTURED QUESTIONNAIRE FIELDWORK: 14-15 DEC 2017 24 CITIES SAMPLE: 720 RESPONDENTS
  4. 4. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 4 OF INTERNET USERS ARE AWARE HARBOLNAS 2017 89%(+0% vs. 2016) SAME AS 2016, MOST THEM JUST WERE AWARE A WEEK BEFORE
  5. 5. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 5 ONLINE SHOPPING WEBSITE AND SOCIAL MEDIA ARE STILL THE MAIN SOURCE OF AWARENESS FOR HARBOLNAS Base : All who are aware of HarBolNas ONLINE SHOPPING WEBSITE 29% (+5%) SOCIAL MEDIA 26% (+3%) DIGITAL ADS 10% (-2%) TELEVISION 10% (+1%) NEWS PORTAL 3% (+0%) MAIN SOURCE OF AWARENESS
  6. 6. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 6 MORE SHOPPERS ON HARBOLNAS 2017 ARE COMING FROM FEMALE AND YOUTH Base : Online shopper between 11-13 Dec (vs. 2016) WHO ARE THE HARBOLNAS SHOPPERS? GENDER MALE 55% -6% FEMALE 45% +6% AGE GROUP SEC GROUP 15-24 YO 46% +28% 25-34 YO 29% -20% 35-44 YO 15% -10% 45+ YO 10% +1% SEC A 33% +0% SEC B 27% -1% SEC C 26% +1% SEC DE 14% +0%
  7. 7. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 7Base : Online shopper between 11-13 Dec HARBOLNAS 2017 IS ABLE TO TRIGGER OFFLINE SHOPPERS TO PURCHASE ONLINE ~ 5% ARE THEY THE FIRST TIME HARBOLNAS SHOPPER? REGULAR ONLINE & HARBOLNAS SHOPPER FIRST TIME HARBOLNAS SHOPPER NEW ONLINE SHOPPER 68% 27% 5%
  8. 8. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 8 ESTIMATION ON HARBOLNAS ONLINE SALES 11 – 13 DECEMBER 2017 TOTAL SALES PER DAY ON HARBOLNAS HAS REACHED 4.2 TIMES OF THE REGULAR SALES THE GROWTH IN OUTSIDE JAVA (+82%) IS FASTER THAN JAVA (+35%) 4.7TRILLION RUPIAH (+1.4 T VS. 2016)
  9. 9. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 9 CATEGORY PURCHASED VS 2016 FASHION & SPORTS CLOTHES +6 TRAVEL -2 COSMETICS +1 ELECTRONIC PRODUCTS -8 BILL PAYMENT / TOP UP +6 TECHNOLOGY AND GADGETS -20 BOOKS AND STATIONARY +5 PERSONAL CARE - FOOD AND BEVERAGES -4 DAILY NEEDS -14 TICKET EVENT -2 FASHION AND BILL PAYMENT/ TOP UP CATEGORIES HAVE HIGH GROWTH THIS YEAR TOP CATEGORY PURCHASED (IN %) 74 29 28 27 27 24 13 12 10 7 3 FASHION & SPORTS CLOTHES CLOTHES 48 -1 ACCESSORIES (HATS, WATCHES) 25 +14 BAGS AND PURSES 24 +3 FOOTWEAR (SHOES, SANDALS, ETC.) 19 +1 JEWELLERY AND WATCH 12 -1 COSMETICS MAKE UP 21 +8 PERFUME 10 +0 FACE CARE 9 +2 MAKEUP BRUSHES 4 -2 ELECTRONIC PRODUCTS WHITE GOODS 11 +5 AUDIO (HEADPHONE, SPEAKER) 11 +0 CAMERAS AND CAMCORDERS 5 -3 LED PRODUCTS (LAMPS) 5 -3 TV AND HOME THEATER 4 -3 BILL PAYMENT / TOP UP PHONE CREDIT RELOAD 18 +4 INTERNET PACKAGE 8 -1 ELECTRICITY VOUCHER 6 -2 Base : Online shopper between 11-13 Dec (vs. 2016)
  10. 10. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 10 MAJORITY OF HARBOLNAS SHOPPERS ALREADY PLANNED THEIR SHOPPING IN ADVANCE PLANNED & IMPULSIVE SHOPPING PLANNED AND ALREADY KNOWN THE PRODUCTS/ SERVICES TO PURCHASE 56% (+3%) PLANNED, BUT DO NOT KNOW THE PRODUCTS / SERVICES TO PURCHASE YET 33% (-1%) IMPULSIVE SHOPPING DURING HARBOLNAS 2017 11% (-2%) Base : Online shopper between 11-13 Dec (vs. 2016) 89% PLANNED
  11. 11. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 11 FREE SHIPPING, VOUCHER AND CASHBACK ARE BECOMING MORE IMPORTANT DISCOUNT FREE SHIPPING VOUCHER CASHBACK 80% (-10%) 50% (+9%) 39% (+12%) 23% (+8%) Base : Online shopper between 11-13 Dec (vs. 2016) ONLINE SHOPPING DRIVER
  12. 12. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 12 SMARTPHONE IS THE MOST USED DEVICE FOR ONLINE PURCHASE ON HARBOLNAS 2017 Base : Online shopper between 11-13 Dec WHAT DEVICE ARE USED FOR ONLINE PURCHASE? SMARTPHONE LAPTOP PC TABLET 75% +17% 41% -12% -9% -6% 27% 16% vs. 2016
  13. 13. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 13 THE PURCHASE BEHAVIOUR OF HARBOLNAS 2017 SHOPPERS HAS SHIFTED TO E-COMMERCE APPLICATION MOBILE PLATFORM : APPS VS BROWSER (IN %) 48% (+21%) APPS ONLY 35% (-4%) BOTH APPS & BROWSER 17% (-16%) BROWSER ONLY Base : Online shopper between 11-13 Dec
  14. 14. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 14 MOST OF THE TRANSACTION HAPPENED AT 09 AM – 12 PM & 03 PM – 09 PM Base : Online shopper between 11-13 Dec WHEN THE PURCHASES WERE DONE? 6% 4% 11% 34% 41% 23% 28% 13% 7% 3% 10% 32% 30% 27% 33% 10% 00-03 03-06 06-09 09-12 12-15 15-18 18-21 21-00 2016 2017
  15. 15. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 15 MAJORITY OF THE SHOPPERS DID PURCHASE AT THEIR HOME WHERE THE PURCHASES WERE DONE? OFFICE 40% (-8%) HOME 76% (-3%) RELATIVES’ HOUSE 9% (+4%) SHOPPING MALL 8% (+4%) Base : Online shopper between 11-13 Dec (vs. 2016)
  16. 16. Copyright©2017TheNielsenCompany.Confidentialandproprietary. 16 • This publication has been produced by Nielsen. It is distributed for informational purposes only. Nielsen makes no express or implied warranties with respect to any information or data included in this publication, and expressly disclaims all warranties, including but not limited to, any warranties of accuracy, non-infringement, merchantability, quality or fitness for a particular purpose or use. • Other than information or data sourced from Nielsen, the information contained in this publication has been obtained from sources that Nielsen believes to be reliable, but Nielsen does not represent or warrant that it is accurate or complete. Nielsen is not responsible for the content or performance or security of any third party web site that may be accessed via hyperlink in this publication and any information on such sites are not incorporated by reference. • The views expressed in this publication are those of the author(s) and are subject to change, and Nielsen has no obligation to update its opinions or the information or data in this publication. This publication does not constitute investment, financial, business or other professional advice or take into account the circumstances of those who receive it. Any recipient remains solely responsible for recipient’s use, decisions and actions in respect of this publication. This publication may not be redistributed or published, in whole or in part, without the express written consent of Nielsen. DISCLAIMER
  17. 17. Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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