Indonesia's digital landscape is rapidly evolving with a significant increase in internet users, predominantly young and educated individuals. Mobile usage is on the rise, driven by affordable smartphones and data plans, while social media and entertainment dominate online activities. E-commerce is beginning to grow, yet security concerns hinder online shopping adoption among consumers.

1. Indonesia digital landscape

2. brief overview
250
4th
73
Source: eMarketer Indonesia Online, March 2013
million
people
largest population
in the world
million online population
by the end of 2013

3. Source: Google 2012, Bloomberg , April 2012, in On Device Research 2013
*Google measured speeds on desktop and mobile devices in 50 countries
#1 Slowest desktop internet
speed in the world*
slowest mobile internet
speed in the world*#9
but cheapest for mobile
data plan
and internet penetration is
still Growing rapidly

4. Source: eMarketer Indonesia Online, March 2013
online growth
internet users (in million)
59.6
72.7
83.6
93.4
2012 2013 2014 2015
Indonesia online population
is growing rapidly

5. demographic profileSource: APJII, Indonesian Internet Profile, December 2012, comScore Media Metrix, March 2013
MALE Female
48.4%
51.6%
female internet users
started to catch up with
the proportion of male
internet users

6. Source: comScore, Media Metrix, March 2013
in general, women are more likely to visit family, home, and retail
sites, while men gravitate towards sports, auto, and technology
fragrances/cosmestics 168
flowers/gift/greetings 152
lifestyles - food 140
department stores 137
jewellery/accessories 137
teens 133
family/parenting 130
(highest)
f-to-m
reach index
politics 78
technology - news 78
automotive 77
gaming information 76
online gambling 75
sports 74
online trading 69
(lowest)
f-to-m
reach index

7. demographic profileSource: APJII, Indonesian Internet Profile, December 2012
9.9%
10.9%
11.6%
14.2%
11.8%
10.9%
10.1%
9.1%
6%
3.1%
2.5%60-65
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-14
years old
DIGITAL IMMIGRANT
Older generation, knew
internet when they were
adults, often feel the need
to always learn to adapt
with new technologies
!
DIGITAL Native
Younger generation, born
and living in the internet
era. Tend to make trends in
cyberspace

8. demographic profileSource: APJII, Indonesian Internet Profile, December 2012
internet users are dominated
by younger Generation.
Digital immigrant
41.6%
58.4%
Digital Native

9. demographic profileSource: APJII, Indonesian Internet Profile, December 2012
1.3%
20.8%
11.1%
47.9%
11.3%
7.5%Elementary school
Middle school
High School
diploma
graduate
post-graduate
Internet users are predominated by people
with higher education

10. demographic profile
Housewives group is rapidly
growing because of the needs
to socialise, seek information
or conduct a business
58.4% 16.6%
15.3%
9%
5.8%
Workers
Students
Housewives
college Students
unemployments
Source: APJII, Indonesian Internet Profile, December 2012

11. demographic profile
15.1%
21.5%
63.4%
White collar
blue collar
entrepreneur
blue collar
using internet to socialise
rather than directly to work
!
white collar
intensely accessing the
internet anytime anywhere to
obtain information, both work
and personal purposes
Source: APJII, Indonesian Internet Profile, December 2012

12. Mobile internet is making
gains, aided by affordable
smartphones along with
more affordable data
packages
Device used
66%
52%
45%
2%
mobile desktop notebook tablet
Source: APJII, Indonesian Internet Profile, December 2012

13. shares of device page traffic on a typical workday
Device used
Source: comScore Device Essentials, July 2013
Device usage varies significantly by time of day.
Mobiles brighten the commutes, Desktops take
up work hours, while tablets rule evenings.

14. 2.6%
3.6%
5.3%
5.9%
18.5%
22.4%
57.9%
62.1%
68.3%
68.9%
87.8%
reasons to go online
Social media
Browsing
news
dl/uL video
email
chatting
online game
video call
blog
voip
file sharing
internet users has not been seriously harness the
power of technology for productive activities. It is
still largely used only for social media, browsing, or
to find the latest news updates
Source: APJII, Indonesian Internet Profile, December 2012

15. Source: comScore Media Metrix, March 2013
top 10 most visited
categories87% 86%
80%
72%
63% 63% 59% 53% 52%
29%
sns search blog news multimedia lifestyle email games photosent.

16. Source: comScore Media Metrix, March 2013
top 5 most visited
sites by category
Category: Retail
AVG.com 1,435
Amazon Sites 1,347
Lazada Sites 1.260
Indonetwork.co.id 778
apple.com worldwide sites 703
Category: travel
priceline.com INCORPorated 970
LIONAIR.CO.ID 561
airasia 513
tripadvisor inc 396
garuda-indonesia.com 381
Category: entertainment
youtube.com 7.171
OMG! from Yahoo! 2.172
kapanlagi.com 2.133
cbs interactive 1.808
VEVO 1.636

17. mobile internet users

18. demographic profile: Age
indonesia has the
youngest mobile
internet user base
in southeast asia
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
14%
33%
32%
21%under 18
18-24
25-35
above 35
19%*
28%*
32%*
21%*
* SEA AVERAGE

19. demographic profile: gender
indonesia has one of
the highest male to
female ratio among
mobile internet users
in southeast asia
MALE Female
29%
71%
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
63%*
37%*
* SEA AVERAGE

20. demographic profile: education
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
30% of mobile internet users in Indonesia
are graduates or post graduates
* SEA AVERAGE
9%
31%
29%
30% 36%*
27%*
10%*
27%*
graduate/post graduate
diploma/undergraduate
schooling up to 12 years
uneducated

21. demographic profile: occupation
1/4th of mobile internet users in indonesia are
businessmen or self employed professionals
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
16% business
9% self-employed
12% part time job
39%full time job 16% student
4% housewives
4% not working/retired

22. product
ownership
only 1/4th of mobile
internet users in indonesia
own an automobile
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
33% 27%
computers tablet
Consumer Durables automobiles payment cards
18%33% 22%

23. affluent lifestyle
only 1/3rd of mobile internet users in indonesia
went into a restaurant in the last month
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
* SEA AVERAGE
58%
46%
32%
58%*
47%*
41%*restaurant
movie theatre
shopping mall/market

24. Source: eMarketer, April 2012
phone types
2012 2013 2014 2015
users (in million)
23.8 38.5 57.7 71.6
148.9
160.5
169.7
179
mobile phone users
smartphone users

25. operating system
Source: IDC Indonesia via Jakarta Post, 5 January 2013
although android has
quickly become
majority, blackberry
(Until now) remains a
significant player
53%
35%
9%
android blackberry windows apple iOS
4%

26. device usage
Source: InMobi, Mobile Consumption Indonesia 2013
indonesian people are more likely to
use their mobile phones when they
were alone and it is cannibalising
print media
69%
35%
29%
17%
14%
lying in bed
while waiting
watching TV
spending time with family
while commuting

27. 6%
8%
12%
14%
16%
20%
24%social media
entertainment
general info
email
games
shopping
local search
online
activity
Source: InMobi, Mobile Consumption Indonesia 2013
growth in indonesian mobile
usage in the coming years is
likely to come from social
media & entertainment

28. Source: Redwing Asia (2012), InMobi (2012)
Mobile ADS
Mobile ads grew
by 99% in 2012
200 billion ad impressions in 2012
2nd largest market in mobile ads
after the us

29. Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
* SEA AVERAGE
users love mobile ads
that help them..
22%
33%
36%
67%
27%*
36%*
42%*
55%*download mobile content
find a good deal on something
learn about the brand
locate something nearby

30. downloaded
content
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
1/4th of mobile internet
users in indonesia download
all types of mobile content
in a month, highest in sea
70%
49% 44%
33%
game/app video music theme

31. social network activities

32. INDONESIANS and
social media
Source: Multiple Resources in On Device Research, 2013
People are using social media to
make their voice heard
It has a higher user-to-usage
ratio than most other countries
politicians are now taking social
media seriously
it got worldwide attention for
politics-related discussion
Social media creates a sense of
community & IT’s Growing strong

33. Source: eMarketer, August 2012
social network 79.2
users (in million)
% of internet users
80%
34.4
52.1
67.1
87.5%
92.3%
94.8%
2011 2012 2013 2014

34. TOP Social Networks
Source: comScore Media Metrix, March 2013
4.9%
5.9%
10.5%
26.4%
80.2%
facebook
twitter
LinkedIn
yahoo! Profile
tumblR
although Facebook is
still very popular, its
popularity may be
declining among the
digital savvy users in
larger cities who are
now turning to path

35. photo Sharing sites
hand in hand with other
social networking sites,
photo sharing are
becoming popular in the
country
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia 2013
28.8%
Reach of the category
7.1 min
time spent per visitor

36. social messaging
Source: On Device Research, 2013
instant messaging has become a multi-faceted platform —where
people can chat, play games and buy things- all in one place
43%
whatsapp
37%
blackberry
chat
line facebook
messenger
twitter Wechat kakaotalk Skype yahoo
messenger
36% 23% 23% 20% 16% 16% 15%
average instant messaging installed per person: 4.2. “indicate friends using
different apps” and “having different features” are two biggest reasons for having
multiple instant messaging apps.

37. Indonesians have caught
Into the sticker culture
Source: On Device Research, 2013
and 19% of sticker users have
paid for them at least once
46%
use daily
84%
have used at
least once
13%
do not use

38. e-Commerce in Indonesia

39. Source: TechinAsia, November 2013
E-commerce stats
29.8%penetration
4.6million
have shopped
in 2013
1.8billion $
spent in 2013

40. users (in million)
% of internet users
17.5%
43
2011 2012 201520142013 2016
59.6
74.6 83.6 93.4 102.8
24% 29.8% 33% 36.5% 39.8%
Source: eMarketer, March 2013
Market Growth

41. Source: APJII, Indonesian Internet Profile, Dec 2012
shopping
behaviour
clothing
handphone
plane/show ticketS
laptop & Acc
bags
books
electronics
shoes
77.1%
2.1%
8.7%
3.8%
11.1%
5.2%
2.2%
5%
39.1%
17.8%
16.9%
16.1%
1.4%
11%
9%
8.8%
fashion and female
are the top
category & buyer
respectively

42. Market reluctance
Source: APJII, Indonesian Internet Profile, December 2012
2.4%
4%
4.1%
4.7%
5.2%
6%
9.3%
12.7%
13.8%
21.5%
34.6%fear of fraud
items cannot be touched/seen
high prices
not interested/not needed
quality of products is not guaranteed
do not know how
not practical
items do not match offer
items are not in accordance with anyone’s liking
items do not match picture
long process

43. payment method
Source: Indonesia Credit Card Association, 2013
57%
bank transfer
7%
credit card
28%
cash on delivery
8%
others
bank transfer is still the most
preferred method of payment
because many users are still
unfamiliar with online payment and
worry about online security

44. Source: Veritrans & Daily Social, eCommerce in Indonesia, August 2012, eComScore Metrix, March 2013
Majority of digital
buyers prefer C2c
model. Seller & Buyer
negotiation made
through any
platforms, including
phone calLs, SMS,
Facebook, BBM,
Whatsapp & Twitter
top 10 sites
for online purchase in 2012
1 Facebook 50%
2 Kaskus 49.2%
3 Disdus 19.5%
4 Toko Bagus 13.6%
5 Deal Keren 11.9%
6 Amazon 8.9%
7 E-Bay 8.5%
8 Bhinneka 5.5%
9 Multiply 5.5%
10 Blibli 4.7%
Growing
player in 2013
with 84%
growth from Sep
2012 to Mar 2013

45. Source: PriceArea.Com, 2013
key Players
c2c categoryB2c category
2013

46. indonesia
in spotlights
internet user number in indonesia still grows at a high
pace in the past years, and is still dominated by younger
generation. although indonesians have already adopted
multiple platforms and devices, mobile phone is still
the key of internet penetration in the country. Social
networking and entertainment still capture majority
of online activities across platforms in which Facebook and
Youtube continue to be the number one in the category
respectively. SOCIAL Messaging receives positive
acceptance and provides opportunities to be monetised.
e-commerce is beginning to capture indonesian market and
provides a lots of headroom for growth. both B2C and c2c
model shows positive growth although securitY remains
an issue that prevented the audience to shop online.

47. thank you