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34.5% of Indonesia

citizens are youth

49.7% of Indonesia

citizens are female

33% of Indonesia

citizens are connected

to the internet

A generation of

TRENDSETTER to

whom other generations are

looking at

8

00 - 04

05 - 09

10 - 14

15 - 19

20 - 24

25 - 29

30 - 34

35 - 39

40 - 44

45 - 49

50 - 54

55 - 59

60 - 64

65 - 69

70 - 74

75 +

2010

Female Male

00 - 04

05 - 09

10 - 14

15 - 19

20 - 24

25 - 29

30 - 34

35 - 39

40 - 44

45 - 49

50 - 54

55 - 59

60 - 64

65 - 69

70 - 74

75 +

2030

Female MaleTotal: 237 mio Total: 296 mio

17.5%NOW LATER

Women:

49.7%

28.5%

Source: MarkPlus Insight: Indonesia Consumer Survey 2014, 18 provinces, 21,283 respondents

Youth:

34.5%

233 236 239 242252 256 260 263 267

4352

6375 78

91105

122

142

8 14 2432

4350

5867

78

2010 2011 2012 2013 2014 2015P 2016P 2017P 2018P

Indonesia Citizen Internet Users (mio) Netizen (mio)

Expon. (Internet Users (mio)) Linear (Netizen (mio))


Source: http://www.techinasia.com/line-registered-users-indonesia-30-million/

Source: http://www.huffingtonpost.com/christine-henseler/a-bubble-generation-the-millenials_b_5691564.html

2011 2012 2013 2014 2015 2016 2017

Worldwide 23.30% 21.70% 17.10% 18.30% 14.50% 12.40% 11.00%

Asia Pacific 37.20% 32.80% 23.10% 29.00% 20.90% 16.70% 14.20%

Indonesia 104.50% 85% 71.30% 45.10% 37.20% 26% 22%

China 103.70% 94.10% 65% 51.20% 30.60% 22.60% 28.30%

India 47.20% 39.70% 34.60% 27.10% 23.70% 18.20% 16.60%

South Korea 17.60% 6% 6.90% 9.30% 8.30% 8.20% 7.30%

Australia 11.00% 10.50% 6.00% 5.70% 5.10% 5% 4.20%

Japan 27.10% 13.20% -7.20% 7.10% 6.70% 5.60% 5%

B2C Ecommerce Sales Growth Worldwide by Region and Country, 2011 - 2017

Source: http://www.emarketer.com/Article/B2C-Ecommerce-Climbs-Worldwide-Emerging-Markets-Drive-Sales-Higher/1010004

17

Youth: 12,652

Women: 9,823

Netizen: 3,642

Youth Women Netizen

Desires:

To be Established

and Powerful

Values:

Naïve and Idealist

Values:

Multiple-roles

Values:

Open-minded

Desires:

To be Fruitful and

Loveable

Desires:

To be Productive

and Limitless

Anxieties:

Being Unsuccessful

Anxieties:

Being ‘Alone’

Anxieties:

To be Left Behind

1. To be Faster, Better and Easier

2. To be more Androgynous

3. To work Smarter than Harder

“I don’t like to be ordered around just to make some money.. When people are busy finding a job, i just make one of my own, I can be working on it in a more relaxed manner. Like right now, i have

my own Bantam farm.” (Youth)

They don’t like to be ordered, they would prefer to own a

relaxed type of business

“I realized that many people have sacrificed in order for me to have my own business. That’s why I think we have to really take steps to make it better and better. I have worked in a conventional job once and i saw my supervisor who worked for 20 years and still stayed at the same position.

I don’t want to be like that! I want to see real results in the next 15 years, I work really hard now for my life to get better” (Women)

They wants better condition

“I really like traveling. On the internet, I can do internet banking and also book airline tickets online, so I don’t have to bother with calling a travel agent. It’s all just a matter of clicks, faster and way more practical..” (Netizen)

They wants everything runs so fast!

“Actually my parents didn’t allow me to do my own business. That made me just a bit rebellious. But

in the end, I am very proud of what I have achieved.” (Youth)

“So far, in caring and educating children, my husband and I have shared the responsibility. I

can’t handle it myself, I don’t have that much patience with feeding, showering.. Sometimes my

husband bathes my child himself.” (Women)

“I stay connected with my workers via Facebook, Twitter or follow their BBM status.. You might think it is

trivial but actually it is very effective. Most male and female

nowadays want to get attention in the social media… ” (Netizen)Multi-roles

“If I can make a query via social media, why should I go to the bank?!” (Youth)

“Internet sure is making my life easier. Say I don’t want to go to mall. What I need can all be found on the internet.

Transfer the money and it’ll be at your doorstep the next day.

Can be sooner as well if you asked.” (Netizen).

“I quit my job and built a rental house, I’m sure that

this business will be profitable, no matter what. We just act as a

foreman and monitor the business..” (Women)

Why complicate things, when you can make them easier

Spending Allocation (%)Base: All Youth Respondents (n=12,652)

Spending Allocation – by Gender (%)Base: All Married Youth Respondents


23

Daily Needs Spending (%)Base: All Youth Respondents (n=12,652)

Lifestyle Spending (%)Base: All Youth Respondents (n=12,652)

Investment (%)Base: All Youth Respondents (n=12,652)


10.0

14.6

17.2

28.1

33.1

41.5

65.0

Internet Cost

Health Cost

Credit Card Bills

CommunicationCost

Transportation

Monthly Bill

Food & Beverages

1.1

14.1

17.3

20.1

22.0

31.4

52.6

Book

Hang Out

Sport

Gadget

Recreation

Social

Fashion

0.1

0.2

0.3

0.5

6.3

37.3

59.9

Gold

Land

Education

Jewellery

Insurance

Savings

None

How big is the portion of Indonesian Women who

care about investment?

Only 1 out of 2 Indonesian

Women care about

investment

Spending Allocation (%)Base: All Women Respondents (n=9,823)

64.2

26.0

9.8

Daily needs

Lifestyle

Investment

63.4 64.6

28.6 24.5

8.1 10.8

Single (n=3,553) Married (n=6,270)

Spending Habit – Marital Status (%)Base: All Women Respondents


26

Spending Habit – Bandung (%)Base: All Respondents

66.4

26.9

6.7

BANDUNG(n=459)

Daily needs Lifestyle

Investment

36.8

15.4

12.5

6.4

9.5

5.9

12.3

1.2

Daily Food & Beverages

Transportation

Communication Cost

Internet Cost

Health Cost

Monthly Bill

Monthly Installment

Others

34.0

14.0

10.6

14.4

14.6

10.7

1.7

Fashion Gadget

Hang out Recreation

Social Sports

Others

27

Daily Needs (%)Base: All Women Respondents (n=9,823)

Lifestyle (%)Base: All Women Respondents (n=9,823)

Investment (%)Base: All Women Respondents

(n=9,823)


8.2

15.3

18.9

27.7

32.7

45.4

65.9

Internet Cost

Health Cost

MonthlyInvestment

CommunicationCost

Transportation

Monthly Bill

Food & Beverages

1.2

12.3

15.8

18.0

21.5

38.8

51.6

Book

Hang Out

Sport

Gadget

Recreation

Social

Fashion

0.2

0.2

0.3

0.5

7.7

41.1

55.4

Gold

Land

Education

Jewellery

Insurance

Saving

None

Spending Allocation (%)Base: All Netizen Respondents (n=3,642)

62.8

27.3

9.9

Daily needs

Lifestyle

Investment

63.0 62.5

27.2 27.4

9.8 10.1

Male(n=1,926)

Female(n=1,716)

Spending Allocation – by Gender (%)Base: All Respondents


29

Daily Needs (%)Base: All Netizen Respondents (n=3,642)

Lifestyle (%)Base: All Netizen Respondents (n=3,642)

Investment (%)Base: All Netizen Respondents (n=3,642)


14.4

20.0

32.0

36.4

44.8

65.8

68.0

Health Cost

Monthly Installment

CommunicationCost

Transportation

Monthly Bill

Food & Beverages

Internet Cost

1.0

16.3

19.0

24.1

24.6

32.9

51.6

Books

Hang Out

Sport

Gadget

Recreation

Social

Fashion

0.3

0.3

0.4

0.5

9.1

39.1

46.5

Gold

Education

Land

Jewellery

Insurance

Saving

None

0.3

0.9

1.2

5.3

13.4

33.6

Business

Stock

Unit Link

Savings

Property

Gold

Youth (%)Base: All Youth Respondents (n=12,652)

Women (%)Base: All Women Respondents (n=9,823)

Netizens (%)Base: All Netizen Respondents (n=3,642)

0.4

1.1

2.6

5.2

16.5

34.3

Business

Stock

Unit Link

Savings

Property

Gold

0.2

0.8

1.5

5.0

14.8

39.4

Business

Stock

Unit Link

Savings

Property

Gold


78.8

21.2

Yes

No

2.0

2.0

2.7

4.5

4.8

7.5

7.8

8.1

10.1

12.9

13.5

I understand it better

I plan it better

That's our agreement

I understand householdmatters better

To save some money

To be allocated for mydaily needs

It's my responsibility as awife

Don’t know the specific reason

To manage my familyspending

To make it controlable

My husband let me do it

Do You Manage Your Spouse’s Income ? (%)Base: All Women Respondents (n=9,823)

Reason to Manage Spouse’s Income (%)Base: All Women Respondents who Answer Yes (n=6,434)


63.6

87.8 82.3 75.189.5

77.1 84.575.6 81.8

36.4

12.2 17.7 24.910.5

22.9 15.524.4 18.2

ACEH (n=704)

MEDAN(n=589)

PADANG(n=591)

PEKANBARU (n=664)

PALEMBANG(n=630)

JABODETABEK(n=1813)

BANDUNG(n=582)

SEMARANG(n=587)

SOLO (n=577)

Yes No

Managing Spouse Income – by City (%)Base: All Respondents

83.9 86.669.8 75.5 75.0 71.3

85.577.9

66.3

16.1 13.430.2 24.5 25.0 28.7

14.522.1

33.7

YOGYAKARTA(n=527)

SURABAYA(n=837)

DENPASAR(n=598)

PONTIANAK(n=581)

BANJARMASIN (n=752)

BALIKPAPAN (n=659)

MANADO(n=533)

MAKASSAR (n=639)

JAYAPURA(n=789)

Insurance

Personal clothing

Kids outfit

Savings

InvestmentElectronic

Furniture

Cosmetics

Kids plaything

Medicine

Home cleanerKitchenware

Household

House

School

Food & Beverages

Restaurant/CafeVacation

Vehicles

Self/Spouse

Wif

eH

usb

an

d

Families/relatives/friends

Husband’s Decision

Strong Influence from others

Wife’s Decision

Strong Influence from others

Husband’s Decision

Spouse’s Influence Only

Wife’s Decision

Spouse’s Influence Only


34

Community Involvement (%)Base: All Youth (n=12,652)

Participated Community (%)Base: Youth in Community (n=2,385)


26.8

22.1

17.7

10.7

10.1

7.2

4.3

4.2

Religious

Arisan

Hobby

Social

PKK

Online

Sport

Professionals

35


Community Involvement (%)Base: All Women (n=9,823)

Participated Community (%)Base: Women in Community (n=2,312)

36.1

32.9

21.5

8.1

7.7

3.4

3.2

Arisan

Religion

PKK

Hoby

Social

Professionals

Online

36


26.1

20.8

20.8

12

8.6

4.9

4.6

4.1

4

Religion

Hobby

Arisan

Social

PKK

Online

Professional

Sports

College/University

Community Involvement (%)Base: All Netizen (n=3,642)

Participated Community (%)Base: Netizen in Community (n=800)

#1

#2

#3

Celebrate Achievement, Share Results

Empowerment, especially for Women

Identify Leaders and Leverage Them

What is the most popular media among Youth?

Television, but soon will be

replaced by Internet

39

87.9

65.1

40.4

9.7

6.1

4.6

65.9

23.1

8.9

0.8

0.6

0.4

TV

Internet

Newspaper

Radio

Magazine

Tabloid

accessed

accessed the most

Accessed Sources of Information (%)Base: All Youth Respondents (n=12,652)


40

86.1 87.3 87.990.2

76.8

69.9

60.0

54.5

32

39

45 44

11 10 10 96 6 7 54.9 4.2 4.9 4.6

0.2 0.2 0.2 0.2

15-19 y.o(n=2,447)

20-24 y.o(n=4,010)

25-29 y.o(n=3,200)

30-34 y.o(n=2,995)

TV Internet Newspaper Radio Magazine Tabloid BBM

Accessed Sources of Information (%) – by Age (%)Base: All Youth Respondents (n=12,652)


41

90.0

54.1

36.8

10.4

7.7

6.4

74.0

16.6

7.1

0.8

0.8

0.5

TV

Internet

Newspaper

Radio

Magazine

Tabloid

accessed

accessed the most

Accessed Sources of Information (%)Base: All Women Respondents (n=9,823)


42

87.4 87.7 88.891.7 92.7 90.7

92.8

76.2

69.5

57.1

51.2

44.2

34.8

29.431

34

3936 37 39

44

12 11 118

11 10 9108 9

7 7 7 76.4 5.4 6.4 5.8 7.6 7.7 6.0

15-19 yo(n=1,330)

20-24 yo(n=1,862)

25-29 yo(n=1,630)

30-34 yo(n=1,544)

35-39 yo(n=1,408)

40-44 yo(n=1,162)

45-49 yo (n=887)

TV Internet Newspaper Radio Magazine Tabloid

Accessed Sources of Information – by Age (%)Base: All Respondents (n=3,642)


43

100.0

89.6

35.1

9.3

7.3

5.2

49.7

44.6

4.4

0.5

0.4

0.2

Internet

TV

Newspaper

Radio

Magazine

Tabloid

accessed

accessed the most

Accessed Sources of Information (%)Base: All Netizen Respondents (n=3,642)


44

89.0 88.0 88.691.4 91.5 91.6

96.0100.0 100.0 100.0 100.0 100.0 100.0 100.0

24

3137

4145

49 49

119 9 9 10 9 108 7 8

6 7 9 84.6 3.9 5.9 4.5

7.9 7.95.6

15-19 yo (n=800) 20-24 yo(n=948)

25-29 yo(n=615)

30-34 yo(n=465)

35-39 yo(n=366)

40-44 yo(n=214)

45-49 yo(n=126)

Television Internet Newspaper Radio Magazine Tabloid

Accessed Sources of Information – by Age (%)Base: All Netizen Respondents (n=3,642)


45

Used Gadget for Internet Access (%)Base: All Netizen (n= 3,642)

82.8

39.8

12.7 12.9

82.6

39.9

12.314.7

83.0

39.7

13.110.9

Smartphone Laptop / Notebook Tablet Personal Computer

All (n=3,642)

Male (n=1,926)

Female (n=1,716)


46

83.3

66.0

54.7

43.4

25.1 23.2

8.7

17.2

2.5

85.9

64.2

48.7

39.6

22.4 21.4

11.77.5

3.0

Social Media Browsing Check onNews

Chatting Read emails Video'sDownload /

Upload

Buy Online OnlineGames

Sell Online

Male(n=1,926)

Female(n=1,716)

Activities in The Internet (%)Base: All Netizen (n= 3,642)


Total

(n=3,642)

15-19 y.o

(n=800)

20-24 y.o

(n=948)

25-29 y.o

(n=615)

30-34 y.o

(n=465)

35-39 y.o

(n=366)

40-44 y.o

(n=214)

45-49 y.o

(n=126)

50-55 y.o

(n=66)

55-59 y.o

(n=42)

Facebook 83.5 86.4 85.4 85.0 80.6 82.8 79.0 72.2 74.2 69.0

BBM Groups 50.3 44.3 53.8 55.3 50.5 48.1 52.8 47.6 47.0 31.0

Twitter 26.0 36.6 32.7 23.6 17.6 12.6 19.6 13.5 9.1 11.9

Google+ 25.3 27.1 26.7 22.3 23.4 25.1 27.1 23.0 22.7 28.6

Whatsapp 19.9 18.5 21.2 19.3 19.4 20.5 25.7 18.3 12.1 9.5

Line 9.6 13.0 12.2 8.3 8.6 3.3 6.1 8.7 4.5 2.4

Instagram 8.2 11.5 11.7 5.9 4.9 3.0 5.1 7.9 4.5

Kakao 5.5 7.3 6.4 4.2 5.4 3.6 3.7 7.1 3.0

Path 4.9 8.0 7.0 4.1 2.4 1.6 2.3 1.6 1.5

Social Media Platform (%)Base: All Netizen Respondents (n= 3,642)

What is the proportion of Netizen who shop

online?

Only 1 out of 5 Indonesian

Netizen shop online

49

20%

80%Yes

No

Shopping Online or Not (%)Base: All Respondents (n=3,642)

3.9

5.2

5.9

6.1

7.4

9.9

10.8

28.6

31.9

57.2

Book

Cosmetic

Airplane ticket

Medicine

Cinema Ticket

Handphone/ Tablet

Watch

Bag, Wallet

Shoes

Cloth

Online Purchases – by Product (%)Base: All Respondents (n=752)


50

8.8

20.0

24.8

Affordable price

Discountpromotion

Interesting ads

Clothes (%)Base: All buyers (n=998)

Cinema Tickets (%)Base: All buyers (n=125)

88.9

33.3

22.2

Interesting ads

Famous brands

Affordable price

16.7

19.8

22.0

Interesting ads

Famous brands

Affordable price

Watches (%)Base: All Buyers (n=168)

Handbags & Wallets (%)Base: All buyers (n=455)

Handphones/Tablets (%)Base: All buyers (n=174)

13.2

15.5

20.7

Discount

Famous brands

Affordable price

18.5

18.5

22.0

Discount

Famous brands

Affordable price

Avg. Expenditure : Rp. 47,561 Avg. Expenditure : Rp. 253,096Avg. Expenditure : Rp. 343,084

Avg. Expenditure : Rp. 2,063,817 Avg. Expenditure : Rp. 453,284


51

17.3

18.4

20.1

Discount

Affordable price

Famous brands

Cosmetics (%)Base: All Respondents (n=78)

Footwear (%)Base: All Respondents (n=532)

Book (%)Base: All Respondents (n=65)

15.4

15.4

20.0

Discount

Famous brands

Recommendation

19.2

24.4

25.6

Discount

Affordable price

Interesting ads

2.1

2.1

2.1

Affordable price

Discount

Famous brands

Medicine (%)Base: All Respondents (n=97)

Avg. Expenditure : Rp. 279,582 Avg. Expenditure : Rp. 229,396 Avg. Expenditure : Rp. 455,147

Avg. Expenditure : Rp. 241,666

Plane Ticket (%)Base: All Respondents (n=121)

13.2

25.6

27.3

Recommendation

Affordable price

Discount

Avg. Expenditure : Rp. 1,279,096


52

88.3

11.7

Trusted Untrusted

Level of Trustworthiness (%)Base: Respondents who shop at

official website (n=274)

87.6

12.4

Satisfied Unsatisfied

Satisfaction Level (%)Base: Respondents who shop at

website (n=274)


53

85.4

14.6

Trusted Untrusted


online store (n=417)

85.9

14.1



online store (n=417)


54

67.2

32.8

Trusted Untrusted


online forum (n=274)

55.1

44.9



online forum (n=274)


55

84.6

15.4

Trusted Untrusted


social media (n=234)

72.2

27.8



social media(n=274)


56

87.4

12.6

Trusted Untrusted


blackberry messenger (n=404)

65.1

34.9



blackberry messenger (n=404)


57

76.3

23.7

Trusted Untrusted


blog (n=76)

57.9

42.1



blog (n=76)


58

41.5

38.8

44.2

18.9

15.4

22.4

18.4

27.4

9.511.0 10.8 11.3

Total (n=12,652) Male (n=6,286) Female (n=6,366)

Listening to music Reading Doing sports Travelling

Hobby – by Gender (%)Base: All Youth Respondents


59

38.4

50.2

31.7

21.5

25.9

19.0

10.4

2.6

14.8

10.112.5

8.7

All (n=9,823) Single (n=3,553) Married (n=6,270)

Listening Music Reading Cooking Traveling

Hobby – by Marital Status (%)Base: All Youth Respondents


60

44.541.4

48.0

20.6

15.8

25.9

20.2

29.9

9.4

14.1 14.0 14.2

All(n=3,642)

Male(n=1,926)

Female(n=1,716)

Listen to music Reading Doing sports Travelling

Hobby – by Gender (%)Base: All Respondents


61

Smartphone 22.7

Headphone 21.3

Motorcycle 13.9

Laptop 8.3

Tablet 6.6

1

2

3

4

5

Car 3.1

Camera 2.8

Sport Utility 1.1

Cloth 0.7

Shoes 0.4

6

7

8

9

10

Top Ten Products Bought Within A Year (%)Base: All Youth Respondents (n=


65

79.2

20.8

No Yes

INSTALLED PAY TV AT HOME? (%)Base: All Youth Respondents (n=12,652)

3.0

3.8

12.6

20.3

39.9

Foreign channel

Interesting shows

Lots of shows

Clean

Lots of channel 4.3

6.0

9.6

10.1

21.9

It is not important

Satisfy with currentchannel's shows

Not interested

Enough showsfrom current…

High installmentcost

Reasons for Installing (%)Base: All Pay TV Subscribers (n=2,627)

Reasons for Not Installing (%)Base: No Pay TV Subscribers (n=10,025)


Youth

Anxieties &

Desires

Becoming rich

and established

• Simple Requirements

• High return

• Customizable

Needs &

Expectations

Savings Accounts

Women

Anxieties &

Desires

Becoming fruitful and

productive in her multiple

roles

Needs &

Expectations

Savings Accounts

• Multifunctional accounts

• No additional (admin) fees

• Creates compulsive savings

Netizen

Anxieties &

Desires

Get better, faster and easier

Productive and limitless

Needs &

Expectations

Savings Accounts

• Friendly Internet Banking Interface

• Additional features on internet banking

(stocks transaction, etc)

• Accessible Customer Care

mailto:[email protected]

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