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INDONESIA
DIGITAL LANDSCAPE
2013
By
1
01

ONLINE POPULATION
DEMOGRAPHICS

2
OVERVIEW

250
th
4
73

MILLION
PEOPLE
LARGEST POPULATION
IN THE WORLD
MILLION ONLINE POPULATION
BY THE END OF 2013

Source: eMarketer, Indonesia Online, March 2013

3
OVERVIEW
93.4

INTERNET USERS
in millions

83.6
72.7
59.6

INDONESIA ONLINE
POPULATION IS
GROWING RAPIDLY

Source: eMarketer, Indonesia Online, March 2013

4
DEMOGRAPHICS BY GENDER
48.4%
male

female

FEMALE INTERNET USERS
STARTED TO CATCH UP
WITH THE PROPORTION OF
MALE INTERNET USERS

51.6%
Source: APJII, Profil Internet Indonesia, December 2012

5
DEMOGRAPHICS BY AGE
60-65
55-59

2.5%
3.1%

50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-15

DIGITAL IMMIGRANT

6.0%

9.1%
10.1%
10.9%
11.8%
14.2%
11.6%
10.9%
9.9%

This older generation knew
internet when they were an
adult. They often feel the need
to always learn to adapt with
the new technologies.
DIGITAL NATIVE
This younger generation born
and living in the internet era.
They tend to make trends in
cyberspace.

YEARS OLD
Source: APJII, Profil Internet Indonesia, December 2012

6
DEMOGRAPHICS BY AGE
60-65
55-59

2.5%
3.1%

50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-15

6.0%

9.1%
10.1%
10.9%
11.8%
14.2%
11.6%
10.9%
9.9%

INTERNET USERS IS
DOMINATED BY YOUNGER
GENERATION
12-34 YEARS OLD
(58.4%)

YEARS OLD
Source: APJII, Profil Internet Indonesia, December 2012

7
DEMOGRAPHICS BY EDUCATION
7.5%
11.3%

ELEMENTARY SCHOOL
MIDDLE SCHOOL
HIGH SCHOOL
DIPLOMA

47.9%
11.1%
20.8%

GRADUATE
POST-GRADUATE

INTERNET USERS IS
DOMINATED BY PEOPLE WITH
HIGHER EDUCATION

1.3%
Source: APJII, Profil Internet Indonesia, December 2012

8
DEMOGRAPHICS BY ACTIVITY
16.6%

15.3%

STUDENTS
HOUSEWIVES
COLLEGE STUDENTS

9.0%
5.8%
53.3%

UNEMPLOYMENTS
WORKERS

PROPORTION OF
HOUSEWIVES AS A
GROUP OF INTERNET
USERS CONTINUES TO
INCREASE
BECAUSE OF THE NEED
TO SOCIALIZE, SEEK
INFORMATION OR
CONDUCT A BUSINESS

Source: APJII, Profil Internet Indonesia, December 2012

9
DEMOGRAPHICS BY PROFESSION
21.5%

ENTREPRENEUR
BLUE COLLAR
WHITE COLLAR

BLUE COLLAR IS USING
INTERNET TO SOCIALIZE
RATHER THAN DIRECTLY
RELATED TO WORK

15.1%
63.4%
Source: APJII, Profil Internet Indonesia, December 2012

WHITE COLLAR
INTENSELY ACCESSING
THE INTERNET ANYTIME
& ANYWHERE TO OBTAIN
INFORMATION DIRECTLY
TO WORK OR
INDIRECTLY TO SELFDEVELOPMENT
10
DEMOGRAPHICS BY MONTHLY SPENDING
33.1%

1 - 2 MILLIONS PER MONTH
2 - 3 MILLIONS PER MONTH
> 3 MILLIONS PER MONTH

39%

INTERNET PENETRATION
IS BARELY SEGMENTED BY
ECONOMY CLASS

28%
Source: APJII, Profil Internet Indonesia, December 2012

11
02

INTERNET USERS
BEHAVIOR

12
DEVICE USED
65.7%

SMARTPHONE
DESKTOP PC

52%

NOTEBOOK
TABLET

45%

1.9%

MOBILE INTERNET IS
MAKING GAINS, AIDED BY
THE PROLIFERATION OF
AFFORDABLE
SMARTPHONES
MANUFACTURED IN
CHINA, ALONG WITH
MORE AFFORDABLE DATA
PACKAGES

Source: APJII, Profil Internet Indonesia, December 2012

13
LOCATION BY DEVICE TYPE
92%

83%
50%
24% 14% 24%

26%
16% 16%

HOME

PUBLIC PLACES

OFFICE

13% 13% 06%

11% 03% 16%

09% 14% 10%

SCHOOL/UNIV.

ON THE GO

SMART
PHONE

MALL

05%

20%
CAFE

08%

02% 05% 0%

0% 02% 0%

INTERNET CAFE

NOTEBOOK

TABLET

RESTAURANT

Source: APJII, Profil Internet Indonesia, December 2012

14
REASONS TO GO ONLINE
SOCIAL MEDIA
BROWSING
NEWS
DL/UL VIDEO
EMAIL
CHATTING
ONLINE GAME
VIDEO CALL
BLOG
VOIP
FILE SHARING
BUY/SELL

22.4%
18.5%
5.9%
5.3%
3.6%
2.6%
0.1%

87.8%
68.9%
68.3%
62.1%
57.9%
INTERNET USERS IN INDONESIA HAS
NOT BEEN SERIOUSLY HARNESS THE
POWER OF TECHNOLOGY FOR
PRODUCTIVE ACTIVITIES
INTERNET IS STILL LARGELY USED
JUST FOR SOCIAL MEDIA, BROWSING
OR TO FIND THE LATEST NEWS
UPDATES

Source: APJII, Profil Internet Indonesia, December 2012

15
INTERNET SPENDING PER MONTH
> IDR 500
IDR 450 - 500
IDR 400 - 450
IDR 350 - 400
IDR 300 - 350
IDR 250 - 300
IDR 200 - 250

0.7%
0.9%
0.4%
0.9%
1.6%

MOST PEOPLE SPEND
IDR 50,000 - IDR 100,000 PER MONTH
FOR INTERNET CONNECTION

6.9%
6%

IDR 150 - 200
IDR 100 - 150

13.7%
17.9%
28.4%

IDR 50 - 100
< 50

21.8%

IN THOUSANDS
Source: APJII, Profil Internet Indonesia, December 2012

16
03

MOBILE INTERNET

17
DEMOGRAPHICS BY GENDER
29%
male

female

INDONESIA HAS ONE OF THE
HIGHEST MALE TO FEMALE
RATIO AMONG MOBILE
INTERNET USERS IN SOUTH
EAST ASIA

71%
Source: APJII, Profil Internet Indonesia, December 2012

18
DEMOGRAPHICS BY AGE

21%

< 18

32%

18-24

33%

25-35
> 35

INDONESIA HAS THE
YOUNGEST MOBILE INTERNET
USER BASE IN SOUTH EAST
ASIA

14%

YEARS OLD
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013

19
DEMOGRAPHICS BY EDUCATION
30%
29%
31%
9%

GRADUATE / POST-GRADUATE
DIPLOMA / UNDER-GRADUATE
SCHOOLING UP TO 12 YEARS
UNEDUCATED

30% OF MOBILE INTERNET
USERS IN INDONESIA ARE
GRADUATES / POSTGRADUATES

Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013

20
DEMOGRAPHICS BY ACTIVITY
4%
4%

FULL-TIME JOB
BUSINESS

16%

ENTREPRENEUR

39%

PART-TIME JOB
STUDENT
HOUSEWIVES
RETIRED

12%
9%

16%

1/4TH OF MOBILE
INTERNET USERS IN
INDONESIA ARE
BUSINESSMEN OR
ENTREPRENEUR

Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013

21
DOWNLOADED CONTENTS
70%
49%

GAME / APP
VIDEO

44%

MUSIC

33%

THEMES

GAME / APP IS THE MOST
DOWNLOADED MOBILE
CONTENT

Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013

22
MOBILE PHONE USERS
148.9

169.7
160.5

179

in millions

MOBILE PHONE USERS
SMARTPHONE USERS

23.8

38.5

57.7

71.6

IN 2015, SMARTPHONE
USERS IN INDONESIA
WILL REACH
71.6 MILLION PEOPLE

Source: eMarketer, April 2012

23
OPERATING SYSTEMS
53%
ANDROID
BLACKBERRY

35%

WINDOWS
IOS

9%

4%

ALTHOUGH ANDROID
HAS QUICKLY BECOME
MAJORITY, UNTIL NOW,
BLACKBERRY REMAINS A
SIGNIFICANT PLAYER.

Source: IDC Indonesia via Jakarta Post, January 2013

24
LOCATION
29% WHILE WATCHING TV

69% LYING IN BED
35% WAITING FOR SOMETHING
14% WHILE COMMUTING

6% WHILE IN A
MEETING
OR CLASS

17% SPENDING TIME
WITH FAMILY

6%WHILE IN THE
BATHROOM

5%
SOCIAL
EVENT

5%
SHOPPING

INDONESIAN PEOPLE MORE LIKELY TO
USE THEIR MOBILE PHONES WHEN THEY
WERE ALONE
IT’S CANNIBALIZING PRINT MEDIA

Source: InMobi, Mobile Media Consumption-Indonesia

25
MOBILE PHONE USAGE

24%

SOCIAL
MEDIA
ENTERTAINMENT

GENERAL
INFO
E-MAIL
GAMES
SHOPPING
LOCAL SEARCH

8%
6%

20%
16%
14%
12%
GROWTH IN

INDONESIAN MOBILE
USAGE IN THE COMING
YEARS IS LIKELY TO COME
FROM SOCIAL MEDIA &
ENTERTAINMENT

Source: InMobi, Mobile Media Consumption-Indonesia

26
04

SOCIAL NETWORK

27
SOCIAL NETWORK
USERS

79.2

67.1
52.1
34.4

92.3%
87.5%

80%

in millions
SOCIAL NETWORK USERS
% OF INTERNET USERS

94.8%
SOCIAL NETWORKS ARE
AN INDELIBLE ELEMENT
OF THE ONLINE WORLD
IN INDONESIA AND A
REFLECTION OF THE
SOCIAL NATURE OF THE
COUNTRY’S CULTURE

Source: eMarketer, August 2012

28
SOCIAL NETWORK USED
95.7%
47.6%
37.6%

29.4%
% of respondents, Social Networks Used by Social Network Users
in Indonesia in the past week
Source: BBG and Gallup, October 2012

FACEBOOK
YOUTUBE
GOOGLE+
TWITTER

ALTHOUGH FACEBOOK IS
STILL VERY POPULAR, IT’S
POPULARITY MAY BE
DECLINING, AMONG THE
DIGITALLY SAVVY USER’S
IN LARGER CITIES WHO
ARE TURNING TO PATH

29
FACEBOOK

1
2
3
4

USA
INDIA
BRAZIL
INDONESIA

180,000,000
90,000,000
86,000,000
64,000,000

MONTHLY ACTIVE USERS

INDONESIA IS THE
FOURTH BIGGEST
FACEBOOK COUNTRY

Source: Social Bakers, 2013

30
YOUTUBE
1 BILLION

UNIQUE USERS
PER MONTH

6 BILLION

VIEWS
PER MONTH

18 MINUTES
900,000
22%

TIME ON SITE
PER SESSION
HOURS OF VIDEO VIEWED
PER DAY
OF VIEWS
COME FROM MOBILE

Source: YouTube, 2013

31
TWITTER

1
2
3
4

INDONESIA
SAUDI ARABIA
SINGAPORE
UNITED STATES

44.2%
41.7%
34.7%
34.5%

ACCOUNT GROWTH

INDONESIA IS THE
COUNTRY WITH THE
BIGGEST GROWTH OF
TWITTER ACCOUNTS
IT HAS CLOSE TO
30 MILLION TWITTER
ACCOUNTS

Source: GlobalWebIndex, April 2013

32
GOOGLE+

1
2
3
4
5

USA
INDIA
BRAZIL
UNITED KINGDOM
INDONESIA

5,767,480
2,302,520
1,660,390

GOOGLE+ USERS

INDONESIA IS THE FIFTH
BIGGEST GOOGLE+
COUNTRY

627,449
612,318

Source: GPlusData, September 2013

33
05

E-COMMERCE

34
DIGITAL BUYERS
7.4
DIGITAL BUYERS IN INDONESIA

5.9

% OF INTERNET USERS

in millions

4.6
3.1
6.7%

8%

9%

10%

BY THE END OF 2015
THERE WILL BE 7.4
MILLION DIGITAL BUYERS,
OR EQUAL TO ONLY 10%
OF INTERNET USERS

Source: eMarketer, January 2013

35
B2C SALES
$3.56

B2C E-COMMERCE SALES
% OF CHANGE

$2.60
13.3%

E-COMMERCE HAS NOT
TAKEN ROOT IN
INDONESIA YET,
BECAUSE OF:

$1.79

$1.04

in billions

9.8%
7.1%

Lack of delivery infrastructure

•

Unfamiliarity with online payment

•

6.7%

•

Worries about security

Source: eMarketer, January 2013

36
REASONS NOT TO BUY ONLINE
34.6%
21.5%
13.8%
12.7%
9,3%
6.0%
5.2%
4.7%
4.1%
4.0%
2.4%

FEAR OF FRAUD
ITEMS CAN’T BE SEEN DIRECTLY
HIGH PRICES
NOT INTERESTED/NOT NEEDED
QUALITY OF ITEMS NOT GUARANTEED
DO NOT KNOW HOW
NOT PRACTICAL
ITEMS DO NOT MATCH THE OFFER
ITEMS ARE NOT IN ACCORDANCE TO ANYONE’S LIKING
ITEMS DO NOT MATCH THE PICTURE
PROCESS IS LONG

Source: APJII, Profil Internet Indonesia, December 2012

37
MOST BOUGHT PRODUCTS
female

77.1%

male

39.1%

CLOTHING

2.1%
8.7%
3.8%
11.1%
5.2%
2.2%
5.0%
0.3%
0.8%
4.8%

HANDPHONE

TICKET FOR
TRIP/SHOW
NOTEBOOK/
ACCESSORIES
BAGS
BOOKS
ELECTRONIC

GADGETS
SHOES
COSMETIC

BOOKING/
HOTEL RESERV.
TOYS FOR
CHILDREN

17.8%
16.9%
16.1%
1.4%
11.0%
9.0%
8.8%
0.3%
4.7%
4.6%

Source: APJII, Profil Internet Indonesia, December 2012

38
MOST USED E-COMMERCE SITES
SITES USED TO MAKE ONLINE PURCHASE
FACEBOOK
KASKUS
DISDUS
TOKO BAGUS
DEAL KEREN
AMAZON
E-BAY
BHINNEKA
MULTIPLY
BLIBLI
TOKOPEDIA
OTHER

19.5%
13.6%
11.9%
8.9%
8.5%
5.5%
4.7%
4.7%
3.8%
22.5%

50%
49.2%

MAJORITY OF DIGITAL BUYERS STILL
PREFER PEER-TO-PEER
MARKETPLACE,
SELLER AND BUYER NEGOTIATE
THROUGH ANY NUMBER OF
NETWORKS, INCLUDING REGULAR
PHONE CALL OR SMS, FACEBOOK,
BBM, WHATSAPP AND TWITTER

Source: Veritrans and DailySocial, eCommerce in Indonesia, August 2012

39
PAYMENT
METHOD
70%
41%
30%
24%
15%

BANK TRANSFER
KLIK BCA
CREDIT CARD
CASH ON DELIVERY
MANDIRI INTERNET

THE MOST POPULAR
PAYMENT SYSTEM FOR
ONLINE PURCHASES IS
BANK TRANSFER

Source: Veritrans and DailySocial, eCommerce in Indonesia, August 2012

40
THANK
YOU

41

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