driving adoption through understanding the behaviour of indonesian digital customer

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Johanes ChangCountry Head, LivingSocial IndonesiaDRIVING ADOPTION THROUGH UNDERSTANDING THE BEHAVIOUR OF INDONESIAN DIGITAL CUSTOMER

Johanes ChangCountry Head, LivingSocial Indonesia

Source: wearesocial.sg; 2014 Asia Pacific Digital Overview, January 2014







Source: eMarketer, Indonesia Online, March 2013 Indonesia online population is growing rapidly.

female internet users are catching up with the proportion of male internet users51.6%48.4%in 2000, Indonesia online population is only 2 million. 15% growth is expected in 2014.

In 2000, onine population in Indonesia is only 2 MILLION. 36.35 x from 2000. In 2014, it is expected to have 15% growth from 72.7 MILLION to 83.6 MILLON.9

Source: APJII, Profil Internet Indonesia, December 2012DIGITAL IMMIGRANTThe older generation who knew internet when they were an adult.They often feel the need to always learn to adapt with the new technologies.internet users are dominated by the younger generationwith age 12 to 34 years oldDIGITAL NATIVEThe younger generation who born and living in the internet era. They tend to make trends in cyberspace..THE GENERATION

internet users are dominated by people with higher educationSource: APJII, Profil Internet Indonesia, December 2012housewives group as internet users continues to grow along the needs to socialize, seek information, & conduct a businessTHE BEHAVIOUR BY EDUCATION & ACTIVITY

WHITE COLLARare intensively accessing internet anytime and anywhere to obtain information directly to work, or indirectly to self developmentSource: APJII, Profil Internet Indonesia, December 2012internet penetration is barely segmented by economy classTHE BEHAVIOUR BY PROFESSION & SPENDING BLUE COLLARare using the internet to socialize rather than directly related to work

mobile internet is making gains, aided by the proliferation of affordable smartphones manufactured in China, along with more affordable data packagesSource: APJII, Profil Internet Indonesia, December 2012THE BEHAVIOUR BY DEVICE USED

Source: APJII, Profil Internet Indonesia, December 2012; Itu, 2012; Androidcentral.com, 2013THE BEHAVIOUR BY DEVICE TYPE & LOCATION

SMARTPHONE

NOTEBOOK

TABLET

Source: APJII, Profil Internet Indonesia, December 2012; Itu, 2012; Androidcentral.com, 2013Indonesia has the cheapest mobile data plans(compared with other countries by pre-paid handset-based subscription with 500mb of data per month based on USD at Purchasing Power Parity)most of Indonesian spend IDR 50.000 to IDR 100.000 per month for internet connection

Most of Indonesian spend IDR 50.000 to IDR 100.000 per month for internet connection15

Source: eMarketer, April 2012; IDC Indonesia via Jakarta Post, January 2013

MOBILE DEVICE & OPERATING SYSTEMalthough Android has quickly become majority, BlackBerry remains a significant player until now

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Source: eMarketer, Indonesia Online, March 2013; MMA & Vserv Mobi. The Mobile Internet Consumer Inodnesia, 2013

Indonesia has one of the highest male to female ratio among mobile internet users in South East Asia71%29%

Indonesia has the youngest mobile internet user base in South East AsiaMOBILE INTERNET: GENDER & AGE

In 2000, onine population in Indonesia is only 2 MILLION. 36.35 x from 2000. In 2014, it is expected to have 15% growth from 72.7 MILLION to 83.6 MILLON.17

mobile internet users are dominated by people with higher educationSource: APJII, Profil Internet Indonesia, December 2012majority of mobile internet users are professionalsTHE BEHAVIOUR BY EDUCATION & ACTIVITY

MOBILE INTERNET USAGE & CONTENTSource: iNmOBI, Mobile Media Consumption-Indonesia; MMA & Vserv Mobi. The Mobile Internet Consumer Inodnesia, 2013

growth in Indonesian mobile usage in the coming years is likely to come from social media and entertainmentgame/apps is the most downloaded mobile content

THE BEHAVIOURBY TIME & LOCATIONIndonesian people more likely to use their mobile phone when they were aloneSource: iNmOBI, Mobile Media Consumption-Indonesia

there will be 7.4 million digital buyers by end of 2015, which equal to only 10% of internet usersSource: eMarketer, January 2013

Source: eMarketer, January 2013ecommerce has not yet taken root in Indonesia due to lack of delivery infrastructure, unfamiliarity with online payment, worries about security

Source: APJII, Profil Internet Indonesia, December 2012REASONS TO GO ONLINEIndonesia internet users has not seriously harness the power of technology for productive activitiesinternet is still largely used for social media, browsing, and or to find the latest news and updates

Source: APJII, Profil Internet Indonesia, December 2012REASONS NOT TO BUY ONLINE

Source: Veritrans and DailySOcial, eCommerce in Indonesia, August 2012BANK TRANSFER is STILL the most popular payment method for online purchases in Indonesia

MOST BOUGHT PRODUCTS ONLINE

INDONESIAN CONSUMERS ARE EXTREMELY CONNECTED THROUGH DIGITAL TECHNOLOGY.

REGARDLESS OF THEIR WEALTH LEVEL, THEY ENJOY HUNTING FOR BARGAINS, AND THEY ARE VALUE CONCIOUS.Source: BCG, March 2013


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driving adoption through understanding the behaviour of indonesian digital customer

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