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+

The Digital Landscape of Indonesia
Manoj Damodaran / Head of Digital / Soho Square Indonesia
October 2013
+ Executive Summary


Growing Love For the Internet




Mobile and Internet goes hand-in-hand




Android overtook Bl...
+ In this presentation

Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mo...
Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia
59.7 million Indonesians are now online
That is 24% of the population
Source: eMarketer 2013 (data is for 2012)
58.9% of Internet users are Male*
70% of them are under 35 years of age**
Source:
*eMarketer 2013 (data is for 2012)
**com...
310.8 million mobile connections
That is 125% of the population
Source: eMarketer 2013 (data is for 2012)
164.1 million mobile phone users
That is 66% of the population
Source: eMarketer 2013 (data is for 2012)
1 out of every 4 Indonesian owns a smartphone
Source: RoyMorgan July 2013
57.2 Million Indonesians use mobile for internet
That is 33% of mobile users in Indonesia

Or 78.5% internet users in Indo...
67.2 million Indonesians use social networks
That is 92.3% of the internet users
Source:
*eMarketer April 2013
63.2 million Indonesians use Facebook
That is 94.0% of the social media users
Source:
*eMarketer April 2013 (who access Fa...
Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia
+ Internet adoption is growing faster in Vietnam and
Philippines compared to Indonesia

Internet Audience 15+ accessing In...
+ Indonesia spends lesser time online than other SEA
countries

Internet Audience 15+ accessing Internet from a Home or Wo...
+ Indonesians are more likely to visit blogs & social
networks

Internet Audience 15+ accessing Internet from a Home or Wo...
+ Google, Facebook & Yahoo! make up the big 3 in
Indonesia
Top 10 sites among internet users in Indonesia ranked by
unique...
+ Facebook continues to dominate as the most popular
social network in Indonesia
Reach of top 5 social networks

Internet ...
+ Photo-sharing websites are gaining momentum
among Indonesians

Internet Audience 15+ accessing Internet from a Home or W...
+ E-commerce gains popularity, but still slow compared
to other SEA markets

Internet Audience 15+ accessing Internet from...
+ Only 4.6 million Indonesians have made a digital
purchase in the past year

Internet Audience 15+ accessing Internet fro...
+ Indonesians are still safe and practical about their
online purchases
+ Commercial transactions on Facebook indicate their
heavy involvement with this medium
+ Indonesians spend more time on travel sites
compared to others in SEA

Internet Audience 15+ accessing Internet from a H...
+ When it comes to baby care products, Indonesians source

Globally |

Indonesia

their information online and from what b...
+ Indonesians are watching more videos today than
ever. User generated videos are more popular than
professionally created...
Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia
+ Key Social Media Growth Factors in Indonesia



Internet access is generally localized to certain regions (primarily
ur...
+ Social Media has become an important part of the
daily life
+ Indonesians are recommending on social
media more than most countries, except
Australia
+ They are more likely to buy if they engage or follow a
brand online
+ Primary motivation to comment on social media is to
help

33% write to share
40% write to help
19% write to praise
9% wr...
Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia
+ Android phones now make up over 50% of the
total smartphone category in Indonesia
+ Video consumption via mobile in Indonesia is
still lower than most markets in Asia
+ Games, entertainment & news apps are most
popular besides social media apps
+ Users who download apps on their mobile frequently
use them
+ More Indonesians prefer following a brand on
social media vs. downloading their app
+
Thank You
Manoj Damodaran / Head of Digital / Soho Square Indonesia
Follow me on: Twitter / Tumblr
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The Digital Landscape in Indonesia 2013

This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below:
1. Growing Love For the Internet
Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity.

2. Mobile and Internet goes hand-in-hand
Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks.

3. Smartphones gain popularity
Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone.

4. Social Media becomes a daily habit
Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media.

5. Indonesian moms are online via mobile
Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.

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The Digital Landscape in Indonesia 2013

  1. 1. + The Digital Landscape of Indonesia Manoj Damodaran / Head of Digital / Soho Square Indonesia October 2013
  2. 2. + Executive Summary  Growing Love For the Internet   Mobile and Internet goes hand-in-hand   Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone. Social Media becomes a daily habit   Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks. Smartphones gain popularity   Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity. Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media. Indonesian moms are online via mobile  Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.
  3. 3. + In this presentation Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  4. 4. Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  5. 5. 59.7 million Indonesians are now online That is 24% of the population Source: eMarketer 2013 (data is for 2012)
  6. 6. 58.9% of Internet users are Male* 70% of them are under 35 years of age** Source: *eMarketer 2013 (data is for 2012) **comScore Media Metrix, March 2013
  7. 7. 310.8 million mobile connections That is 125% of the population Source: eMarketer 2013 (data is for 2012)
  8. 8. 164.1 million mobile phone users That is 66% of the population Source: eMarketer 2013 (data is for 2012)
  9. 9. 1 out of every 4 Indonesian owns a smartphone Source: RoyMorgan July 2013
  10. 10. 57.2 Million Indonesians use mobile for internet That is 33% of mobile users in Indonesia Or 78.5% internet users in Indonesia Source: RoyMorgan July 2013
  11. 11. 67.2 million Indonesians use social networks That is 92.3% of the internet users Source: *eMarketer April 2013
  12. 12. 63.2 million Indonesians use Facebook That is 94.0% of the social media users Source: *eMarketer April 2013 (who access Facebook via any device at least once per month)
  13. 13. Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  14. 14. + Internet adoption is growing faster in Vietnam and Philippines compared to Indonesia Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013
  15. 15. + Indonesia spends lesser time online than other SEA countries Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  16. 16. + Indonesians are more likely to visit blogs & social networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  17. 17. + Google, Facebook & Yahoo! make up the big 3 in Indonesia Top 10 sites among internet users in Indonesia ranked by unique visitors (‘000) as of Jan 2013 eMarketer 2013
  18. 18. + Facebook continues to dominate as the most popular social network in Indonesia Reach of top 5 social networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  19. 19. + Photo-sharing websites are gaining momentum among Indonesians Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  20. 20. + E-commerce gains popularity, but still slow compared to other SEA markets Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  21. 21. + Only 4.6 million Indonesians have made a digital purchase in the past year Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  22. 22. + Indonesians are still safe and practical about their online purchases
  23. 23. + Commercial transactions on Facebook indicate their heavy involvement with this medium
  24. 24. + Indonesians spend more time on travel sites compared to others in SEA Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  25. 25. + When it comes to baby care products, Indonesians source Globally | Indonesia their information online and from what brands say 3.2 3.1 4.0 3.4 3.5 2.0 5.1 2.3 2.6 2.2 1.5 1.7 2.5 1.2 1.4 3.1 1.5 4.1 1.6 1.9 3.6 3.1 1.7 2.6 Average no. of sources of information at each stage during a baby care product purchase TNS Digital Life – 2013 Path to Purchase
  26. 26. + Indonesians are watching more videos today than ever. User generated videos are more popular than professionally created videos TNS Digital Life – 2013 Future Trends
  27. 27. Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  28. 28. + Key Social Media Growth Factors in Indonesia  Internet access is generally localized to certain regions (primarily urban). Social networking has fueled a great deal of growth in internet usage.  Mobile is likely to become a bridge to higher web usage, and with smartphones becoming cheaper, many more people in Indonesia will begin using them.  The country’s population skews dramatically young (median age in Indonesia is 28.), which has helped fuel an obsession with social networks generally and Facebook specifically.  Facebook has taken over as the top social network in the country, with 90% of Indonesian internet users surveyed by Nielsen in 2011 saying they had a profile on the site.
  29. 29. + Social Media has become an important part of the daily life
  30. 30. + Indonesians are recommending on social media more than most countries, except Australia
  31. 31. + They are more likely to buy if they engage or follow a brand online
  32. 32. + Primary motivation to comment on social media is to help 33% write to share 40% write to help 19% write to praise 9% write to complain TNS Digital Life – 2013 Consumer Voice
  33. 33. Overall Landscape in Indonesia Usage patterns and behaviors Social Media behaviors in Indonesia Mobile usage in Indonesia
  34. 34. + Android phones now make up over 50% of the total smartphone category in Indonesia
  35. 35. + Video consumption via mobile in Indonesia is still lower than most markets in Asia
  36. 36. + Games, entertainment & news apps are most popular besides social media apps
  37. 37. + Users who download apps on their mobile frequently use them
  38. 38. + More Indonesians prefer following a brand on social media vs. downloading their app
  39. 39. + Thank You Manoj Damodaran / Head of Digital / Soho Square Indonesia Follow me on: Twitter / Tumblr

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