September 2015

Digital Habits of the

Urban Indonesian
Consumer
 Indonesia: A Key Market for ‘the Next Billion’

population
Top 10 biggest cities by population size
250m
(world’s #4)
(from 2010-2020)

GDP
2.4m
2010
1.9m

$900b
2020 (estimate)
1.7m
Population size
1.4m 2.0m
(million)
Medan 11.9m 1.5m

1,000s
11.9m Sulawesi
Sumatra Kalimantan

1.7m 3.0m
of islands 2.0m
Palembang

1.4m 2.8m Papua

1.6m
Tangerang
Jakarta Moluccas
Semarang Makassar
Surabaya
Digital usage
Java
Bogor
Malang
1.1m Bandung
(from Consumer Barometer*) 0.9m
1.9m
Internet usage: 41.2% 0.8m
1.7m 0.8m
PC category: 15.4%
Mobile phone: 85.2%
Smartphone: 43.3%

Source: World Bank, Euromonitor, Google Consumer Barometer * www.consumerbarometer.com

 Study Background & Methodology
Background
Understand the accurate
user profile and media
consumption data in urban
Indonesia
Capture detailed online
behaviour and purchase
journey especially through
mobile devices using a
integrated behavior tracking
method
Methodology
Module 1
Establishment survey
Face-to-face interviews to understand
media landscape and consumer media
consumption in urban area
Module 2
Passive meter tracking
Meter-based in-depth behavior tracking to
capture consumer journey in 3 key
product categories (travel, apparel, hair-
care goods)
Age 18-55
Have at least one connected device
Opt-in panel with customers
 Methodology Details
Module 1
Establishment survey
n=2,500 in urban areas
• Face-to-face interviews in 5 urban cities
(Jakarta, Bodetabek, Bandung, Semarang,
Surabaya)
• n=2,500 (urban population representative)
• Collecting user data on demographics, media
consumption, attitudes, brand
preference/purchasing, etc.
Module 2
Passive meter tracking
n=600 opt-in sub-samples
• Installing tracking meters “GfK LEOtrace®” (PC,
smartphone, tablet) to opt-in samples of the
establishment survey
• n=600 (opt-in samples aged 18-55)
• Collecting behavioral data (site visit, app usage,
etc.) and tracking purchase activities for 3
categories via quick mobile survey for 3 months
• Capturing purchase journey during the field
time by mobile diaries and exit survey
 Executive Summary

Smartphones have become an indispensable part of daily lives in Indonesia.

Smartphone usage is currently at 61% in urban cities.

Smartphones have transformed consumer behaviour. Users make as many

46 app/sites visit a day through interaction with 16 different properties.

Mobile device usage is ubiquitous with a wide variety of apps and websites
used throughout the day. Communication is a highlight of smartphone use.

Online search is a very important part of the purchase process and plays a
key role in decision making.

The purchase journey is complex but in most cases start with search. The
pathways varies by product category but final purchase is made still
predominantly offline in Indonesia.
 Module 1: Establishment survey

1. Smartphones are indispensable part of

Indonesians’ daily lives
 Smartphones are used widely and heavily
throughout the day
Smartphone

Usership*
PC
61%
Hours
per day
Usership* 17%
5.5 Hours
per day 1.8
* Sample base in this section:
Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 1 (establishment survey)

Source: Google GfK Indonesia Digital Tracking Study, Nov - Dec 2014.
Base: All Respondents n = 2500
 Smartphone usage is high throughout the day,
peaks at noon and evening
Media consumption through the day

Early morning Morning Noon Afternoon Early evening Evening Midnight

Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014.

Base: All Respondents n = 2500 ; A1. At what time do you usually use these devices/media on weekdays (Monday to Friday)? A1.1 At
what time do you usually use these devices/media on Saturday? A1.2 At what time do you usually use these devices/media on
Sunday?
 Smartphones dominate with regard to all online
activities except productivity

Activity share across devices – Weekdays (%)

Entertainment

Information-seeking

Social

Shopping

Communication

Productivity

Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014.

Base: All Respondents n = 2500 ; F1, F2, F3, F4, F5 At what time do you usually use these activities that you do with your device on
weekdays (Monday to Friday)?
 Module 2: Passive meter tracking

2. Online usage is ubiquitous

 Online usage is ubiquitous with a wide variety of
apps and sites used throughout the day

46 16 26
Total visits to apps Unique apps / sites Days active in a
and sites per day used per day month

* Sample base in this section:

Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 2 (passive tracking)

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base: Total users tracked: n = 633
 App usage much higher among the younger group
and also have higher engagement

# hours spent on device # App / domain visits # active days

Age Group
per active day per active day in a month

18-26
36% 27
yrs old
1.7 4.6 6.2 50

27-36
yrs old
43% 26
1.8 3.8 5.3 42

37-46
yrs old 27% 27
0.3 4.2 4.9 43
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base: Total users tracked: n = 633
 Mobile usage is highest during commuting and
lunch, PC usage stays low throughout the day
Site / App Usage by Device

Commuting
Lunch
Smartphone
Commuting

Tablet

PC

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20
 Communication and Productivity categories lead
online usage. Search & Entertainment large on PCs
Usage by category of apps / websites

Reach of Categories Share of Share of visits By device

visits

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20
 Module 2: Passive meter tracking

3 . Online research is a very important part of

the purchase process
 Offline touchpoints are important but online
sources are also becoming key in product research
Media touchpoints in purchase journey

Travel (%) Apparel (%) Hair-care (%)

Reach of offline touchpoints (claimed in surveys) Reach of online touchpoints (passive tracking)

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Offline touchpoints: Base: All Respondents n = 2500
Online touchpoints: Total users tracked: n=245 (Travel), n=379 (Apparel), n=297 (hair-care) (weighted)
 Aggregator, Search and Booking sites are
actively accessed
Online media visits: Travel Category

Reach of categories (%) Share of visits (%) Touchpoints Visits Time (mins)
Avg. # different Avg. # in category Avg. time spent on
visited per user per user category per user

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
 Consumers spend substantially more time on
retailer sites and search engines
Online media visits: Apparel Category

Reach of categories (%) Share of visits (%) Touchpoints Visits Time (mins)
Avg. # different Avg. # in category Avg. time spent on
visited per user per user category per user

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
 In hair care generally online sites reach is still
low, search engines most prominent
Online media visits: Hair-care Category

Reach of categories (%) Share of visits (%) Touchpoints Visits Time (mins)
Avg. # different Avg. # in category Avg. time spent on
visited per user per user category per user

Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
 Module 2: Passive meter tracking

4 . Purchase journey is complex but

in most cases start with search
 Travelers exhibit complicated and fragmented
online journey but search is a key startpoint
Online journey map for Travel purchase
Agoda.com
Traveloka .com PegiPegi.com

Bali Getaway
Indonesia .com
Tiket.com
Wego.com
Travel Booking Nusa Trip.com
Booking.com

Lewat Mana . Aneka Tempat Wisata.com

com
Travel Trip Advisor.com Travel Detik.com
Kompas Travel.com
Aggregator Aroengbinang
Blogspot .com
and Information Travelog .com Ini Tempat Wisata .com Wikimapia .
com Zomato .com
Start TripAdvisor App Trackpacking .com

Transportation Kereta-api .com

Social network
Social Media

Search Engine
Google .com

Airline Company Garuda Indonesia Air Asia .com

Lion Air .com
.com

N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage
intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
 Apparel journeys are more simple and concentrated in
retailer sites but again linked to search
Online journey map for Apparel purchase

Social network

Social Media

Google.com

Search Engine

Start
Bukalapak.com
OLX.com
PinkEmma.com
Retailer Tokopedia
.com Berrybenka.
com Zalora.com Zalora App
Blanja.com Lazada.com

Information sites

Kaskus.com

N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage
intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
 Hair-care journeys when they happen are complex
and strong on info site , but linked to search
Online journey map for Hair-care purchase

Social network
Social Media

Google.com
Start
Search Engine

Olshopmurah.com
jual-pomade.com
Retailer Tokopedia.com
Elevenia.com PomadeIndonesia.com
murrayspomade.com

NyunyuHaiStyle.com
AylaCream.com Femaledaily.com
Hair
Information sites Glamrs.com styletrends.
Zonakesehatan.com
MyLovelyHair.com com
Berjibaku.com
carakata.blogspot.com
Hairfashion.com
Blogspot.com

Brand sites
Dove.com

N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage
intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
 Implications for Marketers

Consumers in urban Indonesia have fully moved to mobile

All businesses need to follow consumers onto mobile

Search is a key component of a successful mobile strategy

Businesses should create a seamless experience between online

and offline

The purchase journey is complex. Businesses need to ensure that

they are present at all stages of the journey
Sample details
 Establishment Survey (Module 1) : Sample Overview
Urban middle class (A/B/C1) aged 18-55 across 5 big cities in Indonesia
Cities covered Occupation
Jakarta
n=500
Bodetabek
n=507 Semarang
n=507 Surabaya
27% 24%
n=553 Breadwinner Housewife

Bandung
n=449 17% 15%
First-jobber Working
Mom
Gender Age SEC
10% 8%
51% 40% 32% Senior Citizen Student

18 – 26 27 – 36 Monthly Personal
Income (IDR)

20% 9% 13% 53% 33%

49% 37 – 46 46 plus low medium high
(<2-3mn) (3-5mn) (5-15mn+)
 Passive Meter Tracking (Module 2) : Sample Overview
Bulk of the sample from Jakarta and Bodetabek
Cities covered Occupation
Jakarta
n=276
Bodetabek
n=179 Semarang
n=40 Surabaya
32% 15%
n=76 Breadwinner Housewife

Bandung
n=63 19% 17%
First-jobber Working
Mom
Gender Age SEC
3% 15%
46% 36% 34% Senior Citizen Student

18 – 26 27 – 36 Monthly Personal
Income (IDR)

27% 3% 13% 81% 6%

54% 37 – 46 46 plus low medium high
(<2-3mn) (3-5mn) (5-15mn+)
 Passive Meter Tracking Sample Composition

Establishment (n=2,500)
Reflects the Indonesian population in
survey 5 big cities

Internet
users

Tracking (n=633)
Qualification:
samples
• PC: > = 3 active days
• Smartphone : >= 6 active days
Hair-care • Tablet: >= 7 active days
sub-sample
(n=297) Sub sample qualification:

• Those expecting purchase in

Travel Apparel each product category in next 3
sub-sample sub-sample months
(n=245) (n=379) • Samples with extremely low
activity during the whole field
time (less active days than the
tenth percentile) are excluded
© Google 2015