smartphone usage behavior in indonesia

STUDY ABOUT SMARTPHONE USAGE

BEHAVIOR IN INDONESIA

October, 2017

1DI Marketing Co., Ltd.

This survey was conducted to study about Smartphone Usage Behavior in

Indonesia

Methodology: Online survey

Fieldwork time: 5 days (24/07/2017 – 28/07/2017)

Sample size: N = 1300

Geography: Nationwide

SURVEY DESIGN


Respondents of this survey had to be qualified below criteria

Age : From 24 years old and above

Gender : Both Female and Male

Usage : Smartphone

RESPONDENTS SELECTION


1) Awareness and Usage• Overall, iPhone (67%), Samsung (56%), Oppo (45%) are top 3 well-known smartphone brands in

indonesia

• Samsung (33%), iPhone (31%), Xiaomi (10%) are top 3 most-used smartphone brands in Indonesia

• TV ads, point of sale and seeing other people using are top 3 channels to leverage the brand

awareness of smartphone

• 73% are owning from 2 smartphones and above

2) Usage Behaviors• Brand smartphone stores is the most popular channel to buy smartphone

• Good price, strong hardware and easy-to-use are the top main reasons when buying a smartphone

• Surf the social network, surf the internet and take a picture are top 3 used functions on smartphone

• 7pm – 9pm are the period of time using smartphone most often

• On average, people spend 5.00 hours on smartphone every day

3) Actual Satisfaction & Future Purchase Intention• 93% are satisfied with their current smartphone brand (4.32 scores out of 5)

• Less/limited memory, inability to resist water, dust and no 4G support are top 3 unsatisfied things

• 30% are loyal to their current smartphone brand

• On average, Smartphone users are willing to spend $338 buying a smartphone

• iPhone and Samsung are top 2 brands intended to buy in the next one year

KEY FINDINGS


KEY FINDINGS VIETNAM THAILAND INDONESIA

Top 3 well-known

smartphone brands

• Samsung (92%)

• iPhone (82%)

• Oppo (75%)

• Samsung (83%)

• iPhone (79%)

• Oppo (66%)

• iPhone (67%)

• Samsung (56%)

• Oppo (45%)

Top 3 used smartphone

brands

• Samsung (48%)

• iPhone (21%)

• Sony (6%)

• Samsung (40%)

• iPhone (29%)

• Oppo (6%)

• Samsung (33%)

• iPhone (31%)

• Xiaomi (10%)

Brand awareness

channels

• TV ads

• Point of sale

• Facebook ads

• TV ads

• Facebook ads

• Point of sale

• TV ads

• Point of sale

• Seeing other people

using that brand

Satisfaction 86% are satisfied with

their current smartphone

brand

96% are satisfied with their

current smartphone brand

93% are satisfied with their


Loyalty 16% are loyal to their


22% are loyal to their


30% are loyal to their current

smartphone brand

Spending time 4.62 hours on smartphone

every day

4.38 hours on smartphone

every day

5.00 hours on smartphone

every day

Spending money $368 $547 $338

VIETNAM, THAILAND AND INDONESIA COMPARISON


N = 1300

GenderAge

OccupationLiving Place

5%

2%

9%

25%

59%

Over 45

41-45

36-40

31-35

24-30

18%

2%

8%

10%

18%

22%

23%

Others

Medan

Yogyakarta

Surabaya

Jakarta

Bandung

Bodetabek

40%

60%

Female

Male

2%

5%

6%

7%

16%

16%

20%

28%

Other

Job seeker / Retired

Worker

Student

Housewife

Engineer / Doctor / Teacher

Self-employed

Office Worker

DEMOGRAPHIC INFORMATION


1) Awareness and Usage

2) Usage Behaviors

3) Actual Satisfaction & Future Purchase Intention

CONTENT


Which smartphone brands do you know in the following?

(Comparison by Age Group)

N = 1300 N = 765 N = 330 N = 205

4%

13%

26%

33%

34%

34%

35%

35%

37%

40%

42%

43%

45%

56%

67%

0% 50% 100%

Other

Q-Mobile

HTC

Motorola

Nokia - Microsoft

Huawei

LG

Sony

Vivo

Lenovo

Asus

Xiaomi

Oppo

Samsung

Iphone

Total

4%

9%

22%

28%

30%

30%

31%

32%

33%

34%

36%

39%

42%

51%

74%

0% 50% 100%

24-30

3%

13%

22%

29%

29%

28%

29%

29%

31%

38%

39%

39%

41%

52%

52%

0% 50% 100%

31-35

6%

29%

45%

54%

55%

59%

62%

59%

59%

65%

65%

67%

65%

83%

64%

0% 50% 100%

Over 35

OVERALL, IPHONE (67%), SAMSUNG (56%), OPPO (45%) ARE TOP 3

WELL-KNOWN SMARTPHONE BRANDS IN INDONESIA


N = 1300 N = 777 N = 523

4%

13%

26%

33%

34%

34%

35%

35%

37%

40%

42%

43%

45%

56%

67%

0% 50% 100%

Other

Q-Mobile

HTC

Motorola

Nokia - Microsoft

Huawei

LG

Sony

Vivo

Lenovo

Asus

Xiaomi

Oppo

Samsung

Iphone

Total

3%

12%

21%

25%

25%

26%

26%

27%

27%

30%

31%

33%

36%

46%

71%

0% 50% 100%

Male

6%

14%

33%

45%

47%

47%

49%

48%

50%

54%

57%

58%

58%

72%

61%

0% 50% 100%

Female

OVERALL, IPHONE (67%), SAMSUNG (56%), OPPO (45%) ARE TOP 3

WELL-KNOWN SMARTPHONE BRANDS IN INDONESIA

Which smartphone brands do you know in the following?

(Comparison by Gender Group)


N = 1300 N = 765 N = 330 N = 205

1%

16%

28%

40%

42%

42%

43%

46%

47%

47%

53%

0% 50% 100%

Other

SMS, Email Advertisement

Billboards outdoors, indoors

Smartphone applications, eg.viber, instagram, etc.

Ads from websites, forums(except Facebook)

Facebook ads

Friend / relative introduction

Ads from newspaper,magazine print

Seeing other people usingthat brand

See at the phone store

TV ads

Total

1%

13%

24%

39%

38%

38%

39%

41%

42%

42%

49%

0% 50% 100%

24-30

0%

14%

25%

32%

42%

42%

42%

45%

46%

47%

52%

0% 50% 100%

31-35

1%

29%

46%

54%

59%

59%

63%

66%

66%

65%

69%

0% 50% 100%

Over 35

TV ADS, POINT OF SALE AND SEEING OTHER PEOPLE USING ARE TOP 3

CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE

Through which source/channel do you know about phone brands?



N = 1300 N = 777 N = 523

1%

16%

28%

40%

42%

42%

43%

46%

47%

47%

53%

0% 50% 100%

Other

SMS, Email Advertisement

Billboards outdoors, indoors

Smartphone applications, eg. viber,instagram, etc.

Ads from websites, forums (exceptFacebook)

Facebook ads

Friend / relative introduction

Ads from newspaper, magazine print

Seeing other people using that brand

See at the phone store

TV ads

Total

1%

19%

27%

40%

40%

37%

36%

39%

38%

38%

42%

0% 50% 100%

Male

0%

11%

29%

40%

45%

50%

54%

56%

59%

60%

68%

0% 50% 100%

Female

TV ADS, POINT OF SALE AND SEEING OTHER PEOPLE USING ARE TOP 3

CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE

Through which source/channel do you know about phone brands?



4% 2%9%

5%

18%

12%

33%

15%

51%

59%

37%

43%

27% 27%20%

38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 24-30 31-35 Over 35

1

2

3

Over 3

4% 4% 5%

18% 22%12%

51%

52%

49%

27%23%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

1

2

3

Over 3

How many smartphones do you own?

(Comparison by Age Group & Gender Group)

N = 1300 N = 765 N = 330 N = 205 N = 1300 N = 777 N = 523

73% ARE OWNING AT LEAST TWO SMARTPHONE


SAMSUNG (33%), IPHONE (31%), XIAOMI (10%) ARE TOP 3 MOST-USED

SMARTPHONE BRANDS IN INDONESIA

Which smartphone do you use most often?


N = 1300 N = 765 N = 330 N = 205

0%

0%

0%

1%

1%

1%

2%

2%

4%

4%

4%

7%

10%

31%

33%

0% 50% 100%

HTC

Motorola

Q-Mobile

Nokia - Microsoft

Huawei

LG

Sony

Vivo

Other

Lenovo

Oppo

Asus

Xiaomi

Iphone

Samsung

Total

0%

0%

0%

0%

1%

1%

2%

2%

2%

3%

4%

6%

10%

43%

25%

0% 50% 100%

24-30

0%

0%

1%

1%

1%

2%

0%

1%

5%

5%

5%

7%

11%

22%

41%

0% 50% 100%

31-35

0%

0%

0%

2%

1%

1%

2%

3%

6%

6%

4%

8%

10%

5%

50%

0% 50% 100%

Over 35


N = 1300 N = 777 N = 523

0%

0%

0%

1%

1%

1%

2%

2%

4%

4%

4%

7%

10%

31%

33%

0% 50% 100%

HTC

Motorola

Q-Mobile

Nokia - Microsoft

Huawei

LG

Sony

Vivo

Other

Lenovo

Oppo

Asus

Xiaomi

Iphone

Samsung

Total

0%

0%

1%

1%

1%

1%

1%

1%

3%

4%

3%

5%

8%

44%

29%

0% 50% 100%

Male

0%

0%

0%

0%

1%

2%

2%

3%

5%

4%

7%

9%

13%

13%

40%

0% 50% 100%

Female

SAMSUNG (33%), IPHONE (31%), XIAOMI (10%) ARE TOP 3 MOST-USED

SMARTPHONE BRANDS IN INDONESIA

Which smartphone do you use most often?



6% 7% 7% 5%

7%9%

4% 7%

7%8%

6% 8%

26% 20%

51%

8%

53%57%

32%

73%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 24-30 31-35 Over 35

Samsung Galaxy J(1, 2,3,5,7)

Samsung Galaxy S(1,2,3,4,5,6,7,7 Edge,8.8 +)

Samsung GalaxyNote (1,2,3,4,5,6,7)

Samsung Galaxy A(3,5,7,9)

Other Samsungseries

6% 5%9%

7%5%

9%

7%

7%

8%

26% 36%16%

53%47%

59%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Samsung Galaxy J (1,2,3,5,7)

Samsung Galaxy S(1,2,3,4,5,6,7,7 Edge,8.8 +)

Samsung GalaxyNote (1,2,3,4,5,6,7)

Samsung Galaxy A(3,5,7,9)

Other Samsungseries

26% ARE USING GALAXY S LINE

Which Samsung phone are you using most often?


* Who chose “Samsung” in Q:” Which smartphone do you use most often?”

N = 431* N = 194 N = 134 N = 103 N = 431 N = 222 N = 209


AMONG SAMSUNG GALAXY S LINE USERS, GALAXY S1, S5 AND S7 EDGE ARE

TOP MOST USED

If you are using the Samsung Galaxy S line, the product you use

most often is: (Comparison by Age Group)

N = 114* N = 38 N = 68 N = 8**

Over 35 group uses Samsung Galaxy S7 Edge more than other younger groups

* Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”

** Small samples

2%

4%

4%

5%

6%

7%

9%

9%

11%

44%

0% 50% 100%

Samsung Galaxy S8

Samsung Galaxy S8 Plus

Samsung Galaxy S4

Samsung Galaxy S6

Samsung Galaxy S3

Samsung Galaxy S7

Samsung Galaxy S2

Samsung Galaxy S7 Edge

Samsung Galaxy S5

Samsung Galaxy S1

Total

0%

8%

11%

11%

8%

11%

5%

8%

16%

24%

0% 50% 100%

24-30

1%

1%

1%

3%

4%

6%

12%

6%

7%

57%

0% 50% 100%

31-35

13%

0%

0%

0%

13%

0%

0%

38%

13%

25%

0% 50% 100%

Over 35


If you are using the Samsung Galaxy S line, the product you use

most often is: (Comparison by Gender Group)

N = 114* N = 81 N = 33

* Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”

2%

4%

4%

5%

6%

7%

9%

9%

11%

44%

0% 50% 100%

Samsung Galaxy S8

Samsung Galaxy S8 Plus

Samsung Galaxy S4

Samsung Galaxy S6

Samsung Galaxy S3

Samsung Galaxy S7

Samsung Galaxy S2

Samsung Galaxy S7 Edge

Samsung Galaxy S5

Samsung Galaxy S1

Total

2%

4%

4%

5%

6%

6%

10%

6%

9%

48%

0% 50% 100%

Male

0%

3%

6%

6%

6%

9%

6%

15%

15%

33%

0% 50% 100%

Female

AMONG SAMSUNG GALAXY S LINE USERS, GALAXY S1, S5 AND S7 ARE TOP

MOST USED


Which iPhone are you using most often?


N = 409* N = 326 N = 72 N = 11**

AMONG IPHONE USERS, IPHONE 3GS, 4 AND 7 ARE TOP MOST USED

* Who chose “iPhone” in Q:” Which smartphone do you use most often?”

** Small samples

0%

1%

1%

1%

2%

2%

2%

2%

3%

5%

5%

16%

21%

38%

0% 50% 100%

IPhone 6S Plus

IPhone 6S

IPhone 6 Plus

IPhone SE

IPhone 6

IPhone 7 Plus

IPhone 3G

IPhone 5

IPhone 5C

IPhone 4S

IPhone 5S

IPhone 7

IPhone 4

IPhone 3GS

Total

0%

1%

0%

1%

1%

1%

2%

2%

3%

5%

4%

6%

26%

48%

0% 50% 100%

24-30

3%

1%

6%

3%

0%

6%

0%

3%

6%

4%

10%

57%

1%

1%

0% 50% 100%

31-35

0%

0%

0%

0%

27%

9%

0%

9%

0%

0%

18%

36%

0%

0%

0% 50% 100%

Over 35


N = 409* N = 339 N = 70


0%

1%

1%

1%

2%

2%

2%

2%

3%

5%

5%

16%

21%

38%

0% 50% 100%

IPhone 6S Plus

IPhone 6S

IPhone 6 Plus

IPhone SE

IPhone 6

IPhone 7 Plus

IPhone 3G

IPhone 5

IPhone 5C

IPhone 4S

IPhone 5S

IPhone 7

IPhone 4

IPhone 3GS

Total

0%

1%

1%

1%

1%

2%

2%

2%

4%

3%

3%

18%

22%

40%

0% 50% 100%

Male

1%

3%

3%

1%

3%

1%

3%

3%

1%

11%

17%

4%

19%

29%

0% 50% 100%

Female

AMONG IPHONE USERS, IPHONE 3GS, 4 AND 7 ARE TOP MOST USED

Which iPhone are you using most often?



7% 4%

19% 18%

43%

40%

57%

27%

45%53%

14%

18%

5% 3%10%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 24-30 31-35 Over 35

16GB

32GB

64GB

128GB

256GB

How much internal memory capacity of your current iPhone?


N = 409* N = 326 N = 72 N = 11

31 – 35 group uses 64GB internal memory capacity more than other age groups

Male uses 64GB internal memory capacity more than Female

N = 409* N = 339 N = 70

AMONG IPHONE USERS 32GB ARE THE MOST POPULAR INTERNAL MEMORY

CAPACITY


7% 8%4%

43%48%

16%

45%

42%

61%

5% 2%

19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

16GB

32GB

64GB

128GB

256GB



2) Usage Behaviors


CONTENT


3%

28%

44%

44%

51%

0% 50% 100%

Other

Hypermarket (Carrefour,Hypermart, Giant)

Electronic retail stores (ITC,Mall-mall)

Electronic specialist stores(Okeshop, Erafone, Global

Teleshop)

Brand smartphone stores(Apple Store, Samsung Store,

OPPO Store, etc.)

Total

2%

26%

42%

42%

51%

0% 50% 100%

24-30

3%

32%

42%

46%

48%

0% 50% 100%

31-35

6%

30%

58%

51%

57%

0% 50% 100%

Over 35

BRAND SMARTPHONE STORES IS THE MOST POPULAR CHANNEL TO BUY

SMARTPHONE

Where do you often buy smartphone?


N = 1300 N = 765 N = 330 N = 205

Over 35 group buy smartphone in electric retail store more often than other younger groups


3%

28%

44%

44%

51%

0% 50% 100%

Other

Hypermarket (Carrefour, Hypermart,Giant)

Electronic retail stores (ITC, Mall-mall)

Electronic specialist stores (Okeshop,Erafone, Global Teleshop)

Brand smartphone stores (Apple Store,Samsung Store, OPPO Store, etc.)

Total

2%

38%

47%

49%

51%

0% 50% 100%

Male

5%

14%

40%

37%

50%

0% 50% 100%

Female

N = 1300 N = 777 N = 523

BRAND SMARTPHONE STORES IS THE MOST POPULAR CHANNEL TO BUY

SMARTPHONE

Where do you often buy smartphone?


Male usually buy smartphone at hypermarket more than Female


1%

22%

25%

27%

32%

32%

33%

36%

38%

38%

42%

43%

45%

0% 50% 100%

Other

Luxury brand

Good information security

Integrated fingerprint security

Many promotions / discounts / after-sales

Friends / relatives recommendation

Famous brand

Beautiful, thin, light design

Good reviews on technology forums

There is a rich, diverse application stores

Easy-to-use operation system

Strong hardware configuration

Good price

Total

1%

30%

33%

32%

39%

38%

48%

42%

44%

46%

53%

51%

48%

0% 50% 100%

Samsung

0%

22%

19%

24%

22%

25%

22%

23%

24%

25%

23%

19%

20%

0% 50% 100%

Iphone

2%

14%

27%

34%

33%

35%

28%

40%

59%

42%

42%

64%

69%

0% 50% 100%

Xiaomi

Samsung = Easy-to-use operation system + strong hardware + good price / iPhone = diverse application stores + friends / relatives

recommendation + good reviews / Xiaomi = Good price + strong hardware + good reviews

N = 1300 N = 431 N = 409 N = 132

GOOD PRICE, STRONG HARDWARE AND EASY-TO-USE ARE THE TOP MAIN

REASONS WHEN BUYING A SMARTPHONE

Why did you buy your current smartphone brand?

(Comparison by Top 3 Brands)


N = 1300 N = 765 N = 330 N = 205



1%

22%

25%

27%

32%

32%

33%

36%

38%

38%

42%

43%

45%

0% 50% 100%

Other

Luxury brand



Many promotions / discounts /…


Famous brand



There is a rich, diverse application…



Good price

Total

1%

20%

24%

24%

30%

32%

31%

32%

36%

35%

36%

41%

40%

0% 50% 100%

24-30

2%

19%

22%

21%

26%

28%

30%

34%

33%

33%

42%

37%

42%

0% 50% 100%

31-35

2%

33%

36%

43%

46%

42%

45%

52%

54%

58%

64%

60%

68%

0% 50% 100%

Over 35




N = 1300 N = 777 N = 523





1%

22%

25%

27%

32%

32%

33%

36%

38%

38%

42%

43%

45%

0% 50% 100%

Other

Luxury brand



Many promotions / discounts /…


Famous brand



There is a rich, diverse application…



Good price

Total

1%

25%

26%

28%

30%

30%

31%

33%

34%

34%

37%

36%

39%

0% 50% 100%

Male

2%

18%

24%

24%

34%

36%

36%

40%

43%

44%

49%

52%

54%

0% 50% 100%

Female


N = 1300 N = 431 N = 409 N = 132

RAM, BATTERY CAPACITY, SCREEN RESOLUTION ARE TOP 3 REASONS FOR

BUYING THE SMARTPHONE

Samsung = RAM + battery capacity + screen resolution / iPhone = Battery capacity + back camera resolution + external memory

capacity / Xiaomi = RAM + battery capacity + screen resolution

What hardware information are you interested in when buying a

smartphone? (Comparison by Top 3 Brands)

1%

0%

23%

24%

35%

37%

37%

41%

41%

44%

44%

45%

46%

54%

0% 50% 100%

I do not care about hardware

Other

Graphics Chip

Aluminum shell design

Touch function

CPU (microprocessor)

External memory card

Screen size (inch)

Front camera resolution (Mega…

Internal memory (ROM)

Back camera resolution (Mega…

Screen resolution

Battery capacity (battery life)

RAM

Total

1%

0%

29%

27%

42%

43%

45%

48%

51%

54%

52%

56%

54%

69%

0% 50% 100%

Samsung

0%

0%

20%

22%

21%

20%

24%

23%

22%

23%

25%

20%

25%

15%

0% 50% 100%

Iphone

3%

0%

26%

23%

39%

53%

38%

46%

46%

55%

53%

63%

64%

79%

0% 50% 100%

Xiaomi



smartphone? (Comparison by Age Group)

N = 1300 N = 765 N = 330 N = 205



1%

0%

23%

24%

35%

37%

37%

41%

41%

44%

44%

45%

46%

54%

0% 50% 100%


Other

Graphics Chip


Touch function



Screen size (inch)



Back camera resolution (Mega pixel)

Screen resolution


RAM

Total

1%

0%

21%

23%

32%

32%

33%

37%

37%

40%

40%

42%

43%

51%

0% 50% 100%

24-30

1%

1%

20%

18%

31%

36%

35%

39%

38%

40%

42%

38%

43%

49%

0% 50% 100%

31-35

3%

0%

33%

36%

51%

56%

57%

57%

59%

66%

62%

65%

63%

73%

0% 50% 100%

Over 35



smartphone? (Comparison by Gender Group)

N = 1300 N = 777 N = 523



1%

0%

23%

24%

35%

37%

37%

41%

41%

44%

44%

45%

46%

54%

0% 50% 100%


Other

Graphics Chip


Touch function



Screen size (inch)



Back camera resolution (Mega…

Screen resolution


RAM

Total

1%

0%

26%

25%

33%

37%

33%

37%

34%

37%

38%

40%

39%

43%

0% 50% 100%

Male

2%

0%

18%

23%

38%

36%

44%

47%

51%

54%

53%

51%

58%

70%

0% 50% 100%

Female


0%

19%

27%

35%

36%

42%

43%

43%

45%

46%

51%

52%

59%

59%

0% 50% 100%

Other

Health check

Read books / Take notes / Look up dictionary

Electronic banking services

View map directions

Play games

Listen to music, watch movies

Call / Text SMS (charge fee)

Call / Text SMS (free)

Shopping online

Check the email

Take a picture

Surf the Internet

Surf the social network

Total

0%

18%

25%

32%

32%

40%

40%

39%

40%

43%

46%

48%

54%

55%

0% 50% 100%

24-30

0%

17%

23%

32%

29%

37%

43%

40%

42%

42%

48%

46%

55%

55%

0% 50% 100%

31-35

0%

30%

40%

52%

59%

55%

57%

67%

68%

63%

75%

78%

86%

84%

0% 50% 100%

Over 35

SURF THE SOCIAL NETWORK, SURF THE INTERNET AND TAKE A PICTURE

ARE TOP 3 USED FUNCTIONS ON SMARTPHONE

Which functions do you use most frequently in your current

smartphone? (Comparison by Age Group)

N = 1300 N = 765 N = 330 N = 205

Over 35 group use smartphone functions more than other younger groups


0%

19%

27%

35%

36%

42%

43%

43%

45%

46%

51%

52%

59%

59%

0% 50% 100%

Other

Health check

Read books / Take notes / Look up dictionary

Electronic banking services

View map directions

Play games

Listen to music, watch movies

Call / Text SMS (charge fee)

Call / Text SMS (free)

Shopping online

Check the email

Take a picture

Surf the Internet

Surf the social network

Total

0%

22%

26%

31%

33%

38%

36%

37%

37%

36%

43%

40%

46%

46%

0% 50% 100%

Male

0%

16%

29%

41%

40%

47%

54%

53%

56%

60%

63%

70%

78%

79%

0% 50% 100%

Female

N = 1300 N = 777 N = 523

SURF THE SOCIAL NETWORK, SURF THE INTERNET AND TAKE A PICTURE

ARE TOP 3 USED FUNCTIONS ON SMARTPHONE

Which functions do you use most frequently in your current smartphone?



24% WILL SLEEP AFTER 10 MINUTES USING SMARTPHONE

On average, how long would it be from the last time you used your

smartphone to the time you slept? (Comparison by Age Group)

N = 1300 N = 765 N = 330 N = 205

Over 35 group sleeps right away after using smartphone more than younger groups

4%

5%

14%

14%

24%

18%

21%

0% 50% 100%

More than 3 hours later

After 2-3 hours

After 1 hour

After 15 minutes

After 10 minutes

After 5 minutes

Sleep right away after usingmy smartphone

Total

3%

5%

11%

12%

31%

22%

16%

0% 50% 100%

24-30

5%

4%

17%

20%

17%

14%

24%

0% 50% 100%

31-35

7%

6%

19%

14%

11%

9%

34%

0% 50% 100%

Over 35


On average, how long would it be from the last time you used your

smartphone to the time you slept? (Comparison by Gender Group)

N = 1300 N = 777 N = 523

4%

5%

14%

14%

24%

18%

21%

0% 50% 100%

More than 3 hours later

After 2-3 hours

After 1 hour

After 15 minutes

After 10 minutes

After 5 minutes

Sleep right away after using mysmartphone

Total

3%

4%

13%

12%

30%

20%

18%

0% 50% 100%

Male

5%

6%

15%

18%

16%

15%

25%

0% 50% 100%

Female

24% WILL SLEEP AFTER 10 MINUTES USING SMARTPHONE


7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN

What time period do you use smartphone most often?


N = 1300 N = 765 N = 330 N = 205

2%

7%

17%

7%

5%

6%

9%

11%

12%

12%

6%

5%

0% 50% 100%

23h-1h morning

21h-23h

19h-21h

17h-19h

15h-17h

13h-15h

11h-13h

9h-11h

7h-9h

5h-7h

3h-5h

1h-3h

Total

2%

6%

18%

7%

3%

6%

8%

10%

13%

16%

9%

2%

0% 50% 100%

24-30

2%

7%

14%

7%

8%

8%

13%

13%

12%

10%

3%

3%

0% 50% 100%

31-35

5%

8%

17%

6%

5%

6%

6%

14%

7%

3%

1%

21%

0% 50% 100%

Over 35

Over 35 group usually uses smartphone from 1-3 AM, more than other younger groups


What time period do you use smartphone most often?


7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN

2%

7%

17%

7%

5%

6%

9%

11%

12%

12%

6%

5%

0% 50% 100%

23h-1h morning

21h-23h

19h-21h

17h-19h

15h-17h

13h-15h

11h-13h

9h-11h

7h-9h

5h-7h

3h-5h

1h-3h

Total

2%

4%

14%

7%

4%

6%

8%

10%

14%

16%

8%

7%

0% 50% 100%

Male

3%

11%

21%

6%

6%

7%

9%

14%

9%

7%

5%

3%

0% 50% 100%

Female

N = 1300 N = 777 N = 523


5% 3%8%

5%4%

6%11%

11%

11%

23%24%

21%

33%33%

32%

20%21%

18%

4% 5% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Under 1 hour

From 1 to 3 hours

Over 3 - 5 hours

Over 5 - 7 hours

Over 7 - 9 hours

Over 9 - 11 hours

Over 11 hours5% 5% 3% 6%

5% 4% 7% 4%

11% 10%

15%10%

23%21%

29%

17%

33% 36%

30%

24%

20% 23%13%

22%

4% 1% 2%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 24-30 31-35 Over 35

Under 1 hour

From 1 to 3 hours

Over 3 - 5 hours

Over 5 - 7 hours

Over 7 - 9 hours

Over 9 - 11 hours

Over 11 hours

On average, how many hours a day do you spend on your

smartphone? (Comparison by Age Group & Gender Group)

24-30 group spends more time on smartphone than other older groups

Female spend more time on smartphone than Male

ON AVERAGE, PEOPLE SPEND 5.00 HRS ON SMARTPHONE EVERY DAY

WeightedAverageTime

WeightedAverageTime

5.00 hrs 4.92 hrs 5.53 hrs 4.43 hrs 5.00 hrs 4.72 hrs 5.41 hrs

N = 1300 N = 765 N = 330 N = 205 N = 1300 N = 777 N = 523



2) Usage Behaviors


CONTENT


6% 7%5%

2%

54% 52% 56%

52%

39% 39% 39%

47%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Samsung Iphone Xiaomi

Very satisfied

Satisfied

Normal

Unsatisfied

Very unsatisfied

6% 6% 8%

54%49%

60%

39%44%

32%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Very satisfied

Satisfied

Normal

Unsatisfied

Very unsatisfied

93% ARE SATISFIED WITH THEIR CURRENT SMARTPHONE BRAND

(4.32 SCORES OUT OF 5)

What is your level of satisfaction with your most-often used

smartphone? (Comparison by Top 3 Brands & Gender Group)

N = 1300 N = 431 N = 409 N = 132 N = 1300 N = 777 N = 523

WeightedAverageScore

WeightedAverageScore

4.32 4.30 4.33 4.45 4.32 4.37 4.24


1%

1%

8%

10%

11%

11%

13%

15%

23%

23%

24%

26%

29%

33%

33%

35%

0% 50% 100%

I am completely satisfied

Other

Product design is not diversified, fashionable

Poor product quality

Poor warranty

Insensitive touch point

Small and bad-sound speakers

No fingerprint security

Poor camera shooting

Weak connection

Poor battery

Rapid falling value on the market

High heat generator

No 4G support

Inability to resist water, dust

Less/ limited memory

Total

3%

0%

8%

15%

15%

13%

21%

18%

31%

28%

28%

31%

21%

31%

44%

36%

0% 50% 100%

24-30

0%

2%

10%

7%

10%

7%

7%

17%

20%

12%

17%

20%

34%

34%

24%

24%

0% 50% 100%

31-35

0%

0%

0%

0%

0%

17%

8%

0%

8%

42%

33%

33%

42%

33%

25%

67%

0% 50% 100%

Over 35

LESS/ LIMITED MEMORY, INABILITY TO RESIST WATER, DUST AND NO 4G

SUPPORT ARE TOP 3 UNSATISFIED THINGS

Is there anything that you are not satisfied about the phone you are

using? (Comparison by Age Group)

N = 92* N = 39 N = 41 N = 12**

Below 35 group are more unsatisfied limited memory than other younger groups

* Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”

** Small sample size


1%

1%

8%

10%

11%

11%

13%

15%

23%

23%

24%

26%

29%

33%

33%

35%

0% 50% 100%

I am completely satisfied

Other

Product design is not diversified,…

Poor product quality

Poor warranty

Insensitive touch point

Small and bad-sound speakers

No fingerprint security

Poor camera shooting

Weak connection

Poor battery

Rapid falling value on the market

High heat generator

No 4G support

Inability to resist water, dust

Less/ limited memory

Total

2%

2%

12%

12%

12%

12%

16%

12%

18%

16%

18%

16%

20%

26%

20%

30%

0% 50% 100%

Male

0%

0%

2%

7%

10%

10%

10%

19%

29%

31%

31%

38%

40%

40%

48%

40%

0% 50% 100%

Female

N = 92* N = 50 N = 42

* Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your

most-often used smartphone?”

LESS/ LIMITED MEMORY, INABILITY TO RESIST WATER, DUST AND NO 4G

SUPPORT ARE TOP 3 UNSATISFIED THINGS

Is there anything that you are not satisfied about the phone you are

using? (Comparison by Gender Group)


4% 2% 1%6%

27% 33%

5%

33%

39% 29%

61%

35%

30%37%

32%26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Samsung Iphone Xiaomi

I use only this brandsmartphone

I will prioritize usingthis smartphonebrand

I will use thissmartphone brand inparallel with otherbrands

I will change toanother brandsmartphone

30% ARE LOYAL TO THEIR CURRENT SMARTPHONE BRAND

What is the intention to continue using your current smartphone in

the future? (Comparison by Top 3 Brands & Gender Group)

Samsung owns the highest loyalty among top 3 brands

N = 1300 N = 395 N = 389 N = 130 N = 1300 N = 777 N = 523

4% 3% 5%

27%

17%

43%

39%

41%

35%

30%

39%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

I use only this brandsmartphone

I will prioritize usingthis smartphonebrand

I will use thissmartphone brand inparallel with otherbrands

I will change toanother brandsmartphone


4%

0%

1%

1%

1%

1%

1%

1%

2%

3%

3%

4%

7%

11%

23%

38%

0% 50% 100%

I don't have a need to change my smartphone

Yes, Other

Yes, HTC

Yes, Q-Mobile

Yes, Nokia - Microsoft

Yes, LG

Yes, Motorola

Yes, Huawei

Yes, Lenovo

Yes, Sony

Yes, Vivo

Yes, Asus

Yes, Oppo

Yes, Xiaomi

Yes, Samsung

Yes, iPhone

Total

4%

0%

0%

0%

0%

1%

0%

1%

1%

2%

2%

2%

6%

11%

19%

50%

0% 50% 100%

24-30

4%

1%

2%

2%

2%

2%

3%

3%

2%

3%

5%

6%

8%

10%

21%

28%

0% 50% 100%

31-35

6%

0%

0%

0%

0%

0%

1%

2%

3%

4%

3%

5%

10%

11%

44%

11%

0% 50% 100%

Over 35

SAMSUNG AND IPHONE ARE TOP 2 BRANDS INTENDED TO BUY

IN THE NEXT ONE YEAR

Do you have plan to buy a new smartphone on next year? If yes, which

phone brand will be your choice? (Comparison by Age Group)

24-30 group want to buy iPhone more than other older groups

While over 35 group want to buy Samsung more than other younger groups

N = 1300 N = 765 N = 330 N = 205


Do you have plan to buy a new smartphone on next year? If yes, which

phone brand will be your choice? (Comparison by Gender Group)

N = 1300 N = 777 N = 523

SAMSUNG AND IPHONE ARE TOP 2 BRANDS INTENDED TO BUY

IN THE NEXT ONE YEAR

4%

0%

1%

1%

1%

1%

1%

1%

2%

3%

3%

4%

7%

11%

23%

38%

0% 50% 100%

I don't have a need to change my smartphone

Yes, Other

Yes, HTC

Yes, Q-Mobile

Yes, Nokia - Microsoft

Yes, LG

Yes, Motorola

Yes, Huawei

Yes, Lenovo

Yes, Sony

Yes, Vivo

Yes, Asus

Yes, Oppo

Yes, Xiaomi

Yes, Samsung

Yes, iPhone

Total

2%

0%

1%

1%

1%

1%

2%

2%

2%

3%

2%

2%

4%

8%

21%

49%

0% 50% 100%

Male

7%

1%

1%

0%

1%

1%

0%

1%

2%

2%

5%

5%

12%

15%

26%

23%

0% 50% 100%

Female


ON AVERAGE, SMARTPHONE USERS ARE WILLING TO SPEND $338 BUYING A

SMARTPHONE

How much spending are you willing to buy a smartphone?


N = 1300 N = 765 N = 330 N = 205

31-35 age group are willing to spend more money on smartphone than other age groups

While Male are willing to spend more money on smartphone more than Female

N = 1300 N = 777 N = 523

WeightedAverageCost

$283WeightedAverageCost

$286$338 $332 $388 $338 $374

3% 1%8%

1%

15%11%

27%

8%

46% 55%

30%

36%

36%33% 34%

54%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 24-30 31-35 Over 35

From 1 to 3 million

From 3 to 7 million

From 7 to 10 million


Over 15 million

3% 4%2%

15%19%

9%

46%

50%

39%

36%

26%

51%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

From 1 to 3 million

From 3 to 7 million



Over 15 million


5% 5% 6% 6%

14%10%

20% 20%

29%

24%

25%

53%

51%

61%

47%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 24-30 31-35 Over 35

Iphone 8/8 Plus(ready to launch intothe market)

Samsung Galaxy S8 /S8 Plus

Samsung GalaxyNote (ready to launchinto the market)

Sony Xperia XZPremium

HTC U11

APART FROM THE PRICE FACTOR, IPHONE 8/ 8 PLUS WILL BE THE FIRST

OPTION TO BUY

Apart from the price factor, which phone do you want to buy in the

following? (Comparison by Age Group & Gender Group)

N = 1300 N = 765 N = 330 N = 205 N = 1300 N = 777 N = 523

24-30 group want to buy iPhone 8/ 8 plus more than other older groups

While over 35 group want to buy Samsung Galaxy S8/ S8 plus more than other younger groups

5% 4%7%

14%13%

16%

29%

24%

37%

51%

59%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Iphone 8/8 Plus(ready to launch intothe market)

Samsung Galaxy S8 /S8 Plus

Samsung GalaxyNote (ready to launchinto the market)

Sony Xperia XZPremium

HTC U11


SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR

PRODUCT INFORMATION THEY WANT TO BUY

How do you usually look information for a product you want to buy?


N = 1300 N = 765 N = 330 N = 205

1%

54%

61%

72%

0% 50% 100%

Other

Search through the phoneapp

Search through socialnetworks

Search the web through aweb browser (Chrome,

Firefox, Safari, ..)

Total

1%

54%

59%

70%

0% 50% 100%

24-30

0%

50%

61%

71%

0% 50% 100%

31-35

2%

62%

73%

86%

0% 50% 100%

Over 35

Over 35 group usually look for product information on the phone app more than other younger groups


How do you usually look information for a product you want to buy?


N = 1300 N = 777 N = 523

SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR

PRODUCT INFORMATION THEY WANT TO BUY

1%

54%

61%

72%

0% 50% 100%

Other

Search through the phone app

Search through social networks

Search the web through a webbrowser (Chrome, Firefox, Safari, ..)

Total

1%

58%

60%

68%

0% 50% 100%

Male

1%

50%

64%

78%

0% 50% 100%

Female


FEEL FREE TO DROP US ANY QUESTION

• Japan

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan

o Contact person: Mr. Hideyuki Kato (CEO)

o Email: [email protected]

o Contact number: +81 3-5532-3200

• Vietnam

o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,

Ho Chi Minh City, Vietnam

o Contact person: Mr. Ho Hai Dang (Country Manager)


o Contact number: +84 902-73-9944

• Thailand

o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok

10110, Thailand

o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)


o Contact number: +66 876 724 832

• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia

o Contact person: Mr. Hendry Pratama (Country Manager)


o Contact number: +62 21 3005 3541

48

DI Marketing Co., Ltd.

smartphone usage behavior in indonesia

Devices & Hardware