Report HARBOLNAS atau HARI BELANJA ONLINE NASIONAL 2017 dibanding 2016

1. Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Rusdy Sumantri
19 December 2017
HARI
BELANJA
ONLINE
NASIONAL
2017

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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

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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

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OF INTERNET USERS ARE AWARE
HARBOLNAS 2017
89%(+0% vs. 2016)
SAME AS 2016,
MOST THEM
JUST WERE
AWARE A
WEEK BEFORE

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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

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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%

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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%

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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)

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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)

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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

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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

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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

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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

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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

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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)

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