DIGITALIN

NUMBER
>> I N D O N E S I A

S Seno Pramuadji
Digital Creative & Social Media
FEEL FREE TO
WATCH!
These are some digital
datas I collect from
various source:
ComScore, We Are Social,
APJII, BBG & Galup, Rakuten,
Veritrans & Dailysocial, etc
 ONLINE POPULATION in INDONESIA

73 MILLION
73 JUTA

Source: eMarketer, 2013

 INTERNET DID
YOU
KNOW?

USER
*in millions
93,4
83,6

72,7

59,6

2012 2013 2014 2015

Source: eMarketer, 2013

 DEMOGRAPHIC
female male

48,4

51,5
Source: : APJII,
Profil Internet
Indonesia,
Des 2012
 DEMOGRAPHIC

49 urban rural

rural urban

51
Source:
We Are
Social SG
JAN 2014
 DEMOGRAPHIC by AGE DID
YOU
3,1 % KNOW?

6%

9,1 %
DIGITAL IMMIGRANT
10,1 % This older generation knew internet
when they were an adult. Need to learn
10,9 % and adapt

11,8 %
DIGITAL NATIVE
14,2 % This younger generation born and living
in the internet era. They tend to make
11,6 % trends in cyber

10,9 %

9,9 %
Source: : APJII,
Profil Internet
Indonesia,
Des 2012
 DEMOGRAPHIC by AGE DID
YOU
3,1 % KNOW?

6%

9,1 %

10,1 % INTERNET USER IS

DOMINATED
10,9 % By YOUNGER GENERATION
12 – 34 years old (58,4 %)
11,8 %

14,2 %

11,6 %

10,9 %

9,9 %
Source: : APJII,
Profil Internet
Indonesia,
Des 2012
ONLINE AUDIENCE in INDONESIA

Source:
Comscore
Media
Metrix, 2013
DEMOGRAPHIC by AGE

EMERGING
11,8 %

14,2 % INTERNE
19 % T
27 % MARKET
ARE VERY
43 %
YOUNG
UNDER 35 yo
Source:
Comscore
Media
Metrix, 2013
Globally,
Women are More Likely to Visit Family, Home, and Retail Sites;
Men Gravitate Towards Sports, Auto, and Technology

EMERGING INTERNET MARKET

ARE VERY YOUNG.
UNDER 35 yo

Source:
Comscore
Media
Metrix, 2013
INDONESIA MEDIA
CONSUMPTION
1 2 INTERNET USER IS
DOMINATED
By YOUNGER
GENERATION
TELEVISI INTERNET
12 – 34 years
43,5 30,4
3 4

RADIO NEWSPAPER

17,4 8,7
Source: Nielsen, eMarketer, 2012
INDONESIANS
SPENT
+3 HOURS
ON
INTERNET/DAY
Source: Nielsen, eMarketer, 2012
SOCIAL
NETWO
KING
R
 SOCIAL
NETWORKING

80,2
MILLIONS
26,4
MILLIONS
10,5 5,9 4,9
MILLIONS MILLIONS MILLIONS

Source:
Comscore
Media
Metrix, 2013
95,7 47,6 37,6 29,4
PERCEN PERCEN PERCEN
PERCEN
T T T
T

Source:
BBG & Galup,
Oct 2012
JAKARTA IS THE MOST CONNECTED CIT
IN THE WORLD
12.800.000
TOP FACEBOOK CITIES (MILLION USERS)

Source:
Social Bakers,
Forbes
2,4
TOP TWEET CITIES (FROM GLOBAL TWEETS)

Source:
Social Bakers,
Forbes
TOP CITIES FACEBOOK (million users)

BANGKOK 8,7
JAKARTA 7,4

ISTANBU 7,0
L
LONDON 6,1

BOGOTA 6,0

SAO PAOLO 5,7

MEXICO 4,2
SANTIAGO 4,1

MUMBAI 3,7
BUENOS AIRES 3,5

Source: Social Bakers 2013,

Forbes
TOP CITIES TWITTER (% of global tweet)
JAKARTA 2,4
TOKYO 2,3
LONDON 2,0
SAO PAOLO 1,9
NEW YORK 1,8
BANDUNG 1,3
PARIS 1,1
LOS ANGELES 0,9
CHICAGO 0,9
RIYADH 0,8
Source: Social Bakers, Forbes 2012
 INDONESIA is

4th LARGEST
FACEBOOK POPULATION IN THE WORLD

20 MILLION
MORE USERS THAN THE UK

Source: wikipedia 2013, Alexis Gravel

70
FACEBOOK USERS
in INDONESIA are

UNDE
R 25
YO
 75
FACEBOOK
USERS
in INDONESIA
ACCESSING
MOBILE
THROUGH
385 TWEETS

are SENT
per DAY

Source: SEMIOCAST, JUL 2013

 LINKEDIN in INDONESIA

11,01
#3 PENETRATION of ONLINE
POPULATION
FASTEST
GROWING
POPULATION

2.614.214 RANK 18
Socialbakers (Global,2014)
TOTAL LINKEDIN USERS

3
INDUSTRIES
Source: Linkedin 2012, Socialbakers 2013
OIL & ENERGY,
TELECOMMUNICATION,
TI & SERVICE
PINTEREST in INDONESIA

Source:
Linkedin 2012,
Socialbakers
2013
 PATH in INDONESIA

DOMINATING
4 MILLION 30 %
USERS in INDONESIA
TRAFFIC
AROUND
the WORLD

USD 25 M
23.000.000
Bakrie Global GROUP
INDONESIA INVESTMENT
USERS in THE WORLD

Source: Dave Morin, CEO Path’s statement, 2014

SOCIAL
HABBIT
 SOCIAL MEDIA USE
98
ANY SOCIAL NETWORK
79

FACEBOOK
93
59

TWITT
80
ER 41

GOOGLE+
74
33

LINKEDIN
39
15
32
INSTAGRAM OWN AN ACCOUNT
12
USED in THE PAST MONTH

Source: We Are Social SG JAN 2014

 SOCIAL INDICATORS

SOCIAL MEDIA AVERAGE TIME PERCENTAGE of PERCENTAGE of

PENETRATION as SOCIAL MEDIA MOBILE USERS MOBILE USERS
A PERCENTAGE USERS SPEND USING SOCIAL USING LOCATION-
of THE TOTAL EACH DAY MEDIA APPS BASED SERVICES
POPULTION on THEIR HOME

15 2H54M 74 32
Source: We Are Social SG JAN 2014
 MOBILE STATS

NUMBER of MOBILE ACTIVE SOCIAL PERCENTAGE of

MEDIA USERS MOBILE SOCIAL
ACTIVE MOBILE BROADBAND
ACCESSING SOCIAL as a PERCENTAGE
BROADBAND SUBSCRIPTIONS
MEDIA on a MOBILE of the TOTAL
SUBSCRIPTIONS AS A PERCENTAGES DEVICE
of TOTAL POPULATION POPULATION

##
80,1M 32 52M 21
Source: We Are Social SG JAN 2014
ONLIN
VIDEO
E
46
USER at the AGE 15-24 IS WEB VIDEO SEARCHING
Source:
ComScore
Media Metrix
2012
ALMOST HALF OF USERS WHO WATCH VIDEO
ONLINE ARE 15-24 yo
IN INDONESIA

Source:
ComScore
Video Metrix
2012
1 BILLION
UNIQUE USER PER
MONTH
Source:
Youtube,
2013
6 BILLION
VIEWS PER
MONTH
Source:
Youtube,
2013
18 MINUTES
TIME ON SITE PER SESSION

Source:
Youtube,
2013
900.000
HOURS OF VIDEO VIEWED/DAY

Source:
Youtube,
2013
22 OF VIEWS
COME FROM MOBILE

Source:
Youtube,
2013
DIGITAL
MEDIA
 Reach of News/information category:

WORLD-WIDE 76,1
SINGAPORE 92,3
MALAYSIA 73
INDONESIA 63,5

Source:
Comscore
Media
Metrix, 2013
 NEWS
READING Minutes Spent per visitor on
News/information category:

WORLD-WIDE 69,7
VIETNAM 194,8
INDONESIA 75,9
SINGAPORE 55,7

Source:
Comscore
Media
Metrix, 2013
 THE BIG PLAYER in INDONESIA

1DETIK.COM 6KAPANLAGI.COM
2 KOMPAS.COM 7OKEZONE.COM
3 VIVA.CO.ID 8LIPUTAN6.COM
4TRIBUNNEWS.COM 9TEMPO.CO
5MERDEKA.COM 10BOLA.NET
Source:
ALEXA.com
Jan 2014
DETIK.COM

KOMPAS.COM

VIVA.CO.ID

Source:
ALEXA.com
Jan 2014
TRIBUNNEWS.COM

MERDEKA.COM

Source:
ALEXA.com
Jan 2014
BLOG

800-900 230.156
Articles per day (Dec’2013)
Total Facebook likes

223.020 292.521
Members (Jan’ 2014) Twitter follower

982.918 RANK 29
Total Published Content Dec’2013 Alexa.com (Jan’2014)
JAN’2014  18.588 posts

Source:
Kompasiana
TEAM
DIGITAL
BUYERS
HIGHLIGHT on ONLINE PURCHASE

7,4*
digital buyers in Indonesia

5,9
percentage of Internet user
4,6 10%

3,1 * In millions
9%

8%
6,7%

2012 2013 2014 2015

Source: eMarketer Jan 2013

 MOST USED E-COMMERCE SITES

FACEBOOK 50
KASKUS 49,2
GROUPON 19,5
TOKOBAGUS 13,6
LIVINGSOCIAL 8,9
AMAZON 8,5

Source: Veritrans & Dailysocial, 2012

 MOST USED E-COMMERCE SITES

FACEBOOK 50
KASKUS 49,2
GROUPON 19,5
TOKOBAGUS 13,6
LIVINGSOCIAL 8,9
AMAZON 8,5
Source: Veritrans & Dailysocial, 2012
DIGITAL
/ONLINE
BEHAVIOUR
11
ONLINE
CONSUMER
IS GROWING
INDONESIA Source: Survei Index E-Commerce, Rakuten 2013
 USD239 or
IDR 2,3M
THE AVERAGE MONEY SPENT
in INDONESIA Source: Survei Index E-Commerce, Rakuten 2013
54,1
USE SMARTPHONES
TO SHOP ONLINE
(in past 3 months)
INDONESIAN LIKES TO..

78
SHARE PRODUCT VIA SOCIAL MEDIA

14
ONLINE SHOPPING BY HP/TABLET/GADGET

28
SHOPPERS STILL BUY ON STORE/OFFLINE

Source: Survei Index E-Commerce, Rakuten 2013

MOST BOUGHT PRODUCT IN PERCENT

female male

71,1 CLOTHING 39,1

2,1 HANDPHONE 39,1
8,7 TICKET FOR 39,1
TRIP/SHOW

3,8 NOTEBOOK 39,1

11,1 BAGS 39,1

5,2 BOOKS 11
ELECTRONIC
2,2 GADGET
9,0

5,0 SHOES 8,8

0,3 COSMETIC 0,3

0,8 BOOKING 4,7
Source: APJII2012
4,8 TOYS 4,6
 PAYMENT ONLINE

BANK TRANSFER 70
KLIK BCA 41
CREDIT CARD 30
CASH on DELIVERY 24
MANDIRI INTERNET 15

Source: Veritrans & Dailysocial

DIGITAL
MOBILE
GLOBAL
GLOBAL MOBILE USERS SEARCH

SOCIAL MEDIA 24
ENTERTAINMENT 20 GROWTH in
MOBILE USAGE
GENERAL INFO 16 is COMING
FROM
E-MAIL 14 SOCIAL MEDIA
&
GAMES 12 ENTERTAINEM
NT
SHOPPING 8
LOCAL SEARCH
6

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012

 GLOBAL MOBILE SEARCH CONTEXT VARY BY TYPE OF SEARCH

at HOME ON the GO In STORE At WORK At SCHOOL

275

214

190

154
150 146
125 129
101 116
113
103 83 82 108 101
83 100 92 102
77 87
69
37

0
FOOD RESTAURANT SHOPPING TECH TRAVEL

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012

150 TIMES
A DAY
THE AVERAGE A PERSON LOOKS AT THEIR PHONE, or
ONCE EVERY SIX-AND-HALF-MINUTE OF EVERY WAKING HOUR

Source:
NOKIA
Research
DIGITAL
MOBILE
INDONESIA
53
35 9
4
IO S
S
DOW
W IN
B
OS B
ROID
AND tion
o nsump
Me dia C
bile
o bi, Mo
M
ce: In
Sour
 WHAT INDONESIAN SEARCH

GROWTH in
SOCIAL MEDIA 24 MOBILE
ENTERTAINMENT 20 USAGE
GENERAL INFO 16 is COMING FROM

E-MAIL 14 SOCIAL
GAMES 12 MEDIA&
ENTERTAINME
SHOPPING 8 NT
LOCAL SEARCH
6

Source: InMobi, Mobile Media Consumption

DIGITAL
MOBILE
WHERE PEOPLE ONLINE?

In INDONESIA,
PEOPLE
IN BED 69 LIKE TO USE

WAITING 35 MOBILE
PHONE
WATCHING TV 29 when

SPEND TIME W/ FAMILY 17 THEY’RE

COMMUTER LINE 14 ALONE
MEETING/CLASS 6
BATHROOM 6

Source: InMobi, Mobile Media Consumption

DIIG
NSTANT
ITAL
MESSA
MOBIG I INDONESIAN LIKES TO CHAT...A LOT
LENG

INDONESIANS
WHATSAPP 43 VERY
ARE A

BBM 37 SOCIAL
AND
LINE 36 “CHATTY”
FB MESSENGER 23 MARKET
WECHAT 20
KAKAOTALK 16
SKYPE 16

Source: On Device Research 2013

5 HOURS
27 MINUTES
AVERAGE TIME THAT INTERNET USER
SPEND
USING THE INTERNET EACH DAY
THROUGH
A DESKTOP OR LAPTOP

Source: We Are Social SG JAN 2014

1
MO
4%
BI LE IN T ER NET

T RA TION
PENE CE N TA G E
S A P E R LA TI ON
A
A L P O PU
T
OF TO

Source: We Are Social SG JAN 2014

2 HOURS
30 MINUTES
AVERAGE TIME THAT
MOBILE INTERNET
USERS SPEND USING
MOBILE INTERNET EACH DAY

Source: We Are Social SG JAN 2014

 23
SMARTPHONE 77
FEATURE PHONE

Source: Nielsen, Sept 2013

 1
S
4
M
R
A RA
T
H ON
TP TION
E

A L
NE TOT N
PE o f T IO
L A
OPU
P
Source: We Are Social SG JAN 2014
 14 RS
SMARTPHONE USE
SEARCH
R L OCAL INFO BY PHONE
FO

Source: We Are Social SG JAN 2014

 14
SMA
RTP
US HON
ER S
E
RES
EAR
CH
PR O FOR
DUC
T

Source: We Are Social SG JAN 2014

SM
57
A RTP HO NE
USERS
E
PURCHAS
ONLINE
by PHONE

Source: We Are Social SG JAN 2014

GIMANA..

UDAH
PADA PUAS,
KAN?

Haji Bolot
is
one of
the famous
comedian in
Indonesian
QUESTIONS?
THANK YOU
Seno Pramuadji
Digital Creative & Social Media Storyteller

Twitter: @seno_pramuadji
www.about.me/senopramuadji