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Insights of
Indonesia7 By: Danny Wirianto
@dwirianto
© 2015 GDP Venture. All Rights Reserved.
COMMUNITY:
COMMERCE:
SOLUTION:
MEDIA:
OUR INVESTMENTS
Southeast Asia Snapshot
1. Indonesia Overview
INDONESIA Overview
Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014
67% under 35 y.o.
43% 27% 19% 8% 4%AGE PROFILE
15-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55+ y.o.
INDONESIA Overview
INTERNET PENETRATION (in Million)
238,5
242,0
245,5
248,9
252,4
2010 2011 2012 2013 2014
63
71,2
83,1
55
42
Est 63%
In 2020
MOBILE PENETRATION (2014)
INDONESIA
SEA
GLOBAL
119%
98%
121%
4%
3rd Largest Smartphone
Market in the world
Est 43% will own a
smartphone by end 2018
Income per capita is growing fast
enough to drive rising affluence, much
faster than global average (1.97%)
INDONESIA INCOME PER CAPITA GROWTH
2009-2014 2014-2019 2019-2024
4.1% 2.7% 2.3%
Source: Redwing Asia
MOBILE BEHAVIOR
Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014, Redwing Asia
MOBILE STATISTIC
2. Audience Behavior
Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014
AUDIENCE BEHAVIOR
Socmed User
79,0%
Browsing
Current News
59,7%
49% Male 51% Female
Indonesia Women Population 126,752,255 (49%)
Indonesia Internet User
Demographic Profile
Source: APJII, Profil Internet Indonesia, December 2014
HOME PUBLIC PLACES OFFICE
SCHOOL/UNIV. ON THE GO MALL
CAFE INTERNET CAFE RESTAURANT
92%
50%
83%
24% 14% 24% 16% 16% 26%
13% 13% 06% 11% 03%
16% 09% 14% 10%
05%
20%
08% 02% 05% 02%
SMART
PHONE
NOTEBOOK
TABLET
0% 0%0%
AUDIENCE BEHAVIOR
DAILY DISTRIBUTION OF SCREEN MINUTES
3. Mobile Behavior
LYING IN BED69%
INDONESIAN PEOPLE MORE LIKELY
TO USE THEIR MOBILE PHONES WHEN
THEY WERE ALONE
WAITING FOR SOMETHING35%
WHILE WATCHING TV29%
WHILE COMMUTING14%
WHILE IN A
MEETING
OR CLASS
6% WHILE IN THE
BATHROOM6%
SPENDING TIME
WITH FAMILY17%
5%
SOCIAL
EVENT
5%
SHOPPING
IT’S CANNIBALIZING PRINT MEDIA
Source: InMobi, Mobile Media Consumption-Indonesia
TOP MOBILE ACTIVITIES
DESKTOP
39%
MOBILE
61%
Mobile surpass Desktop on Usage
DESKTOP VS MOBILE ACCESSIBILITY
MOBILE BEHAVIOR
Source: emarketers.com (july’15)
4. Ecommerce Landscape
GROWTH in Number of Online Shopper
ONLINE SALES VS RETAIL SALES
ECOMMERCE LANDSCAPE
TOP BUYERS & PRODUCTS
PAYMENT METHODS
PREFFERED CHANNELS TO SHOP
4. Industry Landscape
Top 3 companies based by categories
TRAVEL
1 Traveloka
2 Ticket
3 NusaTrip
Ecommerce
1 Lazada
2 Elevania
3 MatahariMall
Classified
1 KASKUS
2 BUKALAPAK
3 OLX
Social Media
1 Facebook
2 Twitter
3 Instagram
News Portal
1 Detik
2 LIPUTAN6
3 Kompas
Community
1 KASKUS
2 Kompasiana
3 Detikforum
Category with the highest percentage of apps in the top 25 is Communication,
at 32% penetration.
Similar to Communication apps, Social apps on the list such as Twitter, Facebook, and Instagram allow
users to connect with friends and family through sharing photos, videos, and information. Together,
these two categories dominate over any other. If we combine Communication and Social apps, they
make up 44% of the top 25 and 60% of the top 10.
Analysis based on Android installs detected for a sampling of mCent users in June 2015
TOP 25 APPS based on GOOGLE PLAY STORE
TOP 10 Sites based on ALEXA
Google
Facebook
Youtube
Yahoo
Blogspot
KASKUS
Liputan6
Detik
Bukalapak
Kompas
US based companies
INDONESIA based companies
THE INDUSTRY LANDSCAPE
5. Investment related
Number of
VC/ Tech
Incubator in
indonesia kept
growing in numbers
from year to year,
reaching up to 25
in number at the
end of 2014.
NUMBER OF VC and Tech Incubators
Tokopedia got 100.7 M investment
from Softbank & Sequoia on 2014,
which put Indonesia’s investment in
the top 4 largest deal in South East Asia
TOP 4 Largest Investment in SouthEast asia
ECOMMERCE
ECOMMERCE
THE FUNDING STAGE
6. Advertising Industry
TOP 50 BRANDS
INDONESIA ADVERTISING EXPENDITURE
DIGITAL AD SPENDING GROWTH
7. Things to know before entering
Indonesia market
Things to know before entering Indonesia market
Spread out Geography
Young Demography
Weak Payment system
Social Media is the way of life
Open to adapt and follow trend
Pay attention on the Law
Indonesian loves their mall
Source a combine of GDP Venture research team, tech in asia, dailysocial and google
THANK
YOU
ANY QUESTIONS?
e. danny.wirianto@gdpventure.com
tw: @dwirianto

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