Indonesia internet users survey 2012 by MarkPlus Insight. Featured as a cover story for Marketeers Magazine November 2012.

1. From MarkPlus Insight’s
Indonesia Internet Users
Survey 2012
Waizly Darwin
Chief Operations,
Marketeers
@ Marketeers Club
Dinner Seminar Nov 2012
To purchase full report from MarkPlus
Insight, please e-mail
research@markplusinc.com

2. Research Methodology
Quantitative Research
– Respondent’s criteria
• SEC A/B/C
• Age 15 – 64 years old
• Internet and/ or mobile internet users
• Use internet for at least 3 hours a day
– Sampling method
The samples were selected using multi stage random sampling and kish grid
– Samples distribution
Cities Σ samples Cities Σ samples
Jakarta 303 Palembang 150
Bodetabek 197 Pekanbaru 152
Bandung 200 Denpasar 150
Semarang 150 Banjarmasin 150
Surabaya 299 Makassar 150
Medan 250 TOTAL 2151

3. November 2010
MarkPlus Insight Study on
Netizen’s Anxieties & Desires
November 2011
MarkPlus Insight Study on
Netizen’s Urban Lifestyle

4. 42.2
55.0
61.1
9.6
13.8
24.2
2010 2011 2012
Internet User Accessing internet more than 3 hours per day
In million
Urban Population 121.16 123.24 123.57
Urban Family 30.29 30.81 31.61
Urban Netizen Population 37.56 50.53 56.38
Netizen Population 42.16 55.23 61.08
Total Internet User Penetration 17% 22.4% 23.5%
MarkPlus Insight Netizen
Survey 2012:
Indonesia Internet Users
Penetration 2010-2012
Source: MarkPlus Insight Netizen Survey 2012, 2150 respondents, in 10 cities, SES ABC
Internet users: Internet and/or mobile users
61 Million Internet Users in Indonesia 2012

5. 40.8
29.0
12.5
10.9
5.9
0.9
42.4
26.3
12.6 11.7
4.8
2.3
15 - 22 years old 22 - 30 years old 31 - 35 years old 36 - 45 years old 46 - 55 years old 56 - 64 years old
2011 2012
Age
Base: All respondents (n=2151)
61 Million Internet Users in Indonesia 2012

6. 84.7
37.9
17.8 17.6
11.1 5.3 2.3 0.3
SmartphonePersonal notebookOffice's PC Internet Café Home PC Personal Netbook Tablet PC Smart TV
Source: MarkPlus Insight Netizen Survey 2012, 2150 respondents, in 10 cities, SES ABC
61 Million Internet Users in Indonesia 2012:
Higher mobility in accessing the Internet
6
41
28
26
23
19
16
13
33
34
38
26
30
18
29
16
22
19
22
22
28
29
4
9
8
11
19
21
16
6
4
6
11
10
11
8
0
1
1
2
1
3
2
2
Tablet PC
Office's PC
Internet cafe's PC
Home PC
Personal netbook
Smartphone
Personal notebook
1 hour 2 hours 3 hours 4 hours 5 hours 6 hours > 6 hours

7. MarkPlus Insight Netizen Survey 2012:
Pos pengeluaran rutin para pengguna Internet
98.5
98.1
96.9
92.6
68.0
56.2
18.9
18.0
7.8
6.2
6.2
Komunikasi telepon dan sms
Internet
Makan dan minum sehari-hari
Transportasi
Perawatan tubuh
Perawatan kecantikan
Kesehatan
Rokok
Tempat tinggal
Pendidikan, kursus
Cicilan motor
Source: MarkPlus Insight Netizen Survey 2012, 2150 respondents, in 10 cities, SES ABC
61 Million Internet Users in Indonesia 2012:
Makan Nggak Makan Asal Connect

8. 94.0
64.5
60.2
56.9
39.1
26.2
18.3
6.1
8.3
1.9
Jejaring sosial
Mencari info/searching/ browsing
Membuka Email
Mencari Berita terkini (Berita online)
Download/Upload Video
Online Chat…
Game online
Blogging
Video Call (YM, FB, Skype, dsb)
File Sharing
Top 10 aktivitas yang dilakukan Netizen Indonesia
Source: MarkPlus Insight Netizen Survey 2012, 2150 respondents, in 10 cities, SES ABC
61 Million Internet Users in Indonesia 2012:
Why they connect?
Increasingly for Social Activities

9. 604,800.00
2,691,000.00
3,726,800.00
2010 2011 2012
344.7
38.5
Buy via internet?
Base: Indonesia Population
9
61 Million Internet Users in Indonesia 2012:
Social Shopper Netizen

10. Things buy via internet without planning
Base: : All ever bought a product/service through internet
13.0
9.8
1.6
7.3
3.3
1.6
2.4
2.4
1.6
0.8
39.9
9.1
12.5
5.3
1.9
1.9
0.5
0.5
0.5
1.0
Clothes
Shoes
Bag
Hand watch
Glasses
Cosmetic
Handphone
Handphone accessories
Vehicle accessories
DVD
Male Female
10
61 Million Internet Users in Indonesia 2012:
Social Commerce: What they buy

11. 40.4
24.6
32.7
15.8
12.3
9.9
9.4
8.2
3.5
38.9
35.6
28.0
25.2
15.2
15.2
7.0
4.6
4.3
Price Offered
Discount Offered
Famous brand/branded
Attractive Ads
Reccomendation
Variety of product offered
Available payment method
Seller Reputation
Cost of delivery
Male Female
Impulsive reasons in online shopping
Base: : All ever bought a product/service through internet
61 Million Internet Users in Indonesia 2012:
Why they buy online?

12. 34.4
28.6
13.0
3.2
4.5
0.0
0.0
0.6
0.6
36.2
17.7
2.5
7.0
2.5
1.2
0.8
0.4
0.4
Facebook
Toko bagus
Kaskus
BBM
Berniaga
Bursa Tanah Abang
Baju Grosir
Oriflame Shop
Twitter
Male Female
Most Often Used Online Point of Purchase
Base: : All ever bought a product/service through internet
12
61 Million Internet Users in Indonesia 2012:
Social Commerce: Where they sell/buy

13. 1,480,000
2,553,000
4,421,500
2010 2011 2012
Internet banking ownership
72.5
73.2
Internet banking user
Base: Indonesia Population
13
61 Million Internet Users in Indonesia 2012:
Netizen and Internet Banking

14. 39.0
37.5
21.5
16.0
Write the product review
Write reccomedation about
product/service offered
Write reccomendation about the seller of
products/service
None
Action Taken After Purchased Online
Base: All ever bought a product/service through internet
14
61 Million Internet Users in Indonesia 2012:
Social Commerce: What they do after purchase

15. MarkPlus Insight Netizen Survey 2012:
Indonesia Netizen based on their Spending Behavior
SMART
PLANNED-SMART
56.4%
“Bargain Hunter”
IMPULSIVE-SMART
16.7%
“Emotional Saver”
SIMPLE
PLANNED-SIMPLE
9.6%
“Lazy Shopper”
IMPULSIVE-SIMPLE
17.3%
“Retail Victim”
PLANNED IMPULSIVE
Buying
Efforts
Buying
Decision
Source: MarkPlus Insight Netizen Survey 2012, 2150 respondents, in 10 cities, SES ABC

16. For more information:
Waizly.darwin@the-marketeers.com
Follow us on Twitter:
@the_marketeers
@waizly