Mobile Apps Market Study Indonesia

1©GfK 2015 | Mobile Apps Market Study | December 2015
Mobile Apps Market Study Indonesia
Final Reports – Mobile Application
Prepared for Baidu, December 2015 | GfK Indonesia

Contents
Project Summary 3
Current Status of Mobile
Phone Market
7
Indonesian Market
Landscape of Apps
11
21
How to Leverage Market
Size of Apps?
25
Market Size of Mobile Apps

Project Summary

Research Design
Target Respondent
GXL Panelist, live in Jabodetabek, Surabaya, Semarang and Bandung
Male and Female
13 – 55 y.o
SEC ABC
Methodology
Diary Placement : Respondent filled the diary with interviewer instruction
Final Questionnaire : Face to face interview, pen and paper
On-device measurment : Installation of LeoTrace into panelist devices
Fieldwork Period
Diary period : 26 Oct – 27 Nov
Final Questionnaire : 27 Nov – 7 Dec
On-Device Measurement : Oct – Nov 2015

Research Methodology
Diary Placement
1
Selection of respondents
randomly based on GXL panel
2
Diary placement and collection
within 1 month period
3
Interviewer revisit the
respondent. Final questionnaire
asked after diary period.
On-Device Measurement
1
Selection of respondents to be
GXL panelists
2
Installment of Leo-Trace
software in panelist’s devices
3
The measurement based on
Leo-trace software

Respondent Profile
SES
SES A
SES B
SES C
AGE GROUP
13-22 yrs old
23-32 yrs old
33-42 yrs old
43-52 yrs old
GENDER
Male
Female
16
42
41
28
39
22
11
55
45
11
43
47
16
41
27
15
55
45
Diary Placement
Base : 755
Device Measurement
Base : 1512Figure in percentage

Current status of mobile phone market

Market Size of Smartphone
Source : Total market for smartphones including 2015 estimation by GfK Trends and Forecasting
Indonesia slowly becoming a Smartphone country and leading to increased digital usage.
+5%
compare to
PY
33 Mio
Total Smartphones
Sold in units
-29%
compare
to PY
Total Featurephone
Sold in Units
20 Mio

Online Population Indonesian – Device Usage
Source : GfK Enumeration study Indonesia, Badan Pusat Statistik 2015
Internet access is dominated by Smartphones.
18**+ yrs
Online population
% of total population
64.1*
Smartphone user
% of online pop.
Tablet user
% of online pop.
Desktop user% of
online pop.
93.0* 5.0* 11.0*
*5 cities: Jakarta, Bandung, Surabaya, Semarang, Bodetabek

38%
9% 8% 7% 6% 6% 5%
3% 2% 1%
Samsung Asus Lenovo Hisense Advan Haier Oppo Sony Alps Evercoss
Top Brands of Smartphone
Source : GfK Cross-Media Link (October – November 2015) | Base : 9.342.961
Samsung is the market
leader for smartphone
96%
Android
system
While operating system is dominated
by Android, especially Android 4.

Indonesian market landscape of mobile apps

Penetration of Mobile Apps
Source : GfK Cross-Media Link (October – November 2015)
Apps penetration amounts to 97.8% of smartphone & tablet users. Apps dominate web-based usage of
mobile devices.
1512
Panel members
Sample Size Active App Users
1481
Panel members
Average Number
of active apps
25
Apps
97.8 %

Average Number of Active Apps
Breakdown by demographic
Source : Cross-Media Link (October – November 2015) | Base : 1512
Breakdown by
Age Group
13 – 22 years old 21
Well spread across age groups
Breakdown by
Income Level
IDR 2 – 3 mio 21
IDR 3 – 4 mio 23
IDR 4 – 5 mio 23
IDR 5 – 10 mio 26
IDR 10 – 15 mio 27
More than 15 mio 32
The higher income leads to higher
number of apps.
Breakdown by
Occupation Type
Student 21
State Employee 26
Private Employee 25
Blue Collar Worker 27
Self-Employed (micro level) 23
Self-Employed (small level) 25
Self-Employed (medium level) 39
Medium-level self employed
appear to have more apps

21
41
27
10
Profile User of Mobile Apps
Source : GfK Cross-Media Link (October – November 2015) |
Young age group are more active in using apps. Using Apps is more common than using web browsers.
Apps
97%
Browser
76%
....Apps have higher penetration
From the mobile devices user...
Duration
Minutes spent on online
apps/day= ±60
16
41
27
15
55
45
All Panelists
Base : 1512
Active Apps Users
Base : 1481
Figure in percentage
55
45
AGE GROUP
13--22 yrs old +5
23-32 yrs old 0
33-42 yrs old 0
43-52 yrs old -5
GENDER
Male 0
Female 0

Mobile Apps Categorization
Appstore
Books and Reference
Cloud and Storage
Communication
Games
Lifestyle
Maps and Navigation
Media and Video
Money Management
Shopping
Music and Audio
News and Information
Entertainment
Social Networking
Tools and Utilities
Transportation
Weather

Mobile Apps Categorization...(1)
Summary of Top Apps
Google Playstore
S Suggest
MoboMarket
Smartfren Appstore
9Apps
Appstore
95.0%
23.0%
7.6%
5.8%
4.5%
Books and
Reference
Google Books
Google Translate
Al-Quran Indonesia
Kamusku
LINE Webtoon
19.44%
12.28%
8.66%
6.61%
6.09%
Cloud and
Storage
Google Drive
Dropbox
ASUS AiCloud
4shared
Google Photos
22.40%
8.70%
8.30%
6.40%
3.90%
BBM
Gmail
Whatsapp
LINE
Google e-mail App
92.00%
65.40%
64.40%
64.20%
50.40%
Google Play Games
Clash of Clans
LINE Let's Get Rich
Pou
Duel Otak
29.90%
21.70%
14.20%
13.90%
13.80%
Salaam
GALAXY Gift
Excite Point
Tripadvisor
Alarm Adzan
4.32%
3.25%
3.08%
2.87%
2.52%
Communi
cation
Games
Lifestyle
Figure in reach percentage

Summary of Top Apps
Google Maps
Waze
Google Earth
ROUTE 66 Navigation
GPS Navigation and Map
Maps
And
Navigation
65.0%
5.6%
1.4%
1.0%
0.5%
Media and
Video
Youtube Watchpage
Google Play Movies
Tubemate
Vidmate HD Video
download
Mivo
75.97%
19.72%
6.38%
1.98%
1.41%
Money
Management
BCA Mobile
Uangku
Mandiri Mobile
BRI Mobile
GoMobile
6.27%
1.87%
1.60%
1.55%
1.00%
OLX Indonesia
LAZADA
BukaLapak.com
Tokopedia
ZALORA
11.95%
11.32%
5.48%
5.30%
3.11%
Android Radio
FM Radio
Musixmatch
JOOX
Smartfren Gudang Musik
18.68%
9.08%
5.93%
4.75%
4.46%
detiknews
BaBe
Google News and
weeather
Flipboard
CentroOne
7.08%
5.53%
4.90%
4.84%
2.36%
Shopping
Music and
Audio
News and
Information

Summary of Top Apps
Ghost
Xperia Lounge
Finger Blood Pressure
Rising Star Indonesia
WIFI Hacker Prank
Entertain
ment
1.3%
1.1%
0.4%
0.3%
0.3%
Social
Networking
Facebook
Google+
Instagram
Path
Twitter
55.64%
54.82%
48.51%
21.01%
20.29%
Tools and
Utilities
Google Search
MySmartfren Cust. Info
ASUS Browser
Google Calendar
ASUS Party Link
87.27%
9.89%
7.33%
4.76%
3.51%
GO-JEK
GrabTaxi
Kereta Api Indonesia
Access
JNE - Express Across
Nation
Uber
21.60%
6.04%
0.97%
0.64%
0.37%
OPPO Weather
Lenovo Weather
AccuWeather
Weather
AccuWeather Widget
2.19%
1.54%
1.11%
0.49%
0.41%
Transpor
tation
Weather

Summary Top 50 Apps
94.96%
92.00%
87.27%
75.97%
65.40%
65.00%
64.40%
64.20%
55.64%
54.82%
50.40%
48.51%
29.90%
S Suggest
Google Books
Clash of Clans
GO-JEK
Path
Twitter
Google Play Movies &
TV
Android Radio
LINE Let's Get Rich
Pou
Duel Otak
Google Translate
23.0%
22.40%
21.70%
21.60%
21.01%
20.29%
19.72%
18.68%
14.20%
13.90%
13.80%
12.28%
Google Playstore
BBM
Google Search
YouTube Watchpage
Gmail
Google Drive
WhatsApp Messenger
LINE
Facebook
Google+
Google Email App
Instagram
Google Play Games

Summary Top 50 Apps
OLX
Lazada
MySmartfren Customer
Info
FMRadio
Google Translate
Al'Quran Bahasa
Indonesia
MoboMarket
ASUS Browser
detikNews
Kamusku
TubeMate
BCA mobile
LINE Webtoon
11.95%
11.32%
9.89%
9.08%
8.70%
8.66%
7.6%
7.33%
7.08%
6.61%
6.38%
6.27%
6.09%
6.04%
5.93%
5.8%
5.60%
5.53%
5.48%
5.30%
4.90%
4.84%
4.76%
4.75%
4.5%
GrabTaxi
Musixmatch
Smartfren Appstore
Dropbox
BaBe - Baca Berita
Indonesia
BukaLapak.com
Tokopedia
Google News & Weather
Flipboard
Google Calendar
JOOX
9Apps

Market size of mobile apps

Market Size of Mobile Apps 2015
Source : On-device Measurement (October – November 2015)
The vast majority of downloaded apps are free. Mobile apps revenue is contributed mainly by mobile
advertising.
Total Mobile Apps
Revenue 2015
USD 21.2 Million
Direct Apps
Purchased
In-Apps
Purchase
Mobile
Advertising
USD 3.2 Million
USD 2.9 Million
USD 15.0 Million
15%
13%
71%
Caveats
Revenue calculation is based on popluation of
Smartphone users, aged 13+ in 5 large cities
Jakarta
Bandung
Surabaya
Bodetabek
Semarang
For mobile advertising, the calculation is only based
on number of clicks (excluding impressions)
Total Population : 15.285.535

Revenue Forecasting for Mobile Application
Source : On-device Measurement (October – November 2015) | Base : 15.285.535
As smartphone users continue to grow, there is a possibility for mobile apps to gain more revenue in the
future.
11.1 15.3 21.2
28.1
39.1
53.9
62.1
86.7
118.2
142.1
171.8
197.6
2013 2014 2015 2016 2017 2018
Figure in Million USD
Surveyed Areas (5 large cities)
Total Indonesia Figures

Revenue Forecasting of Mobile Application
Breakdown by source of revenue
Source : On-device Measurement (October – November 2015) | Base : 15.285.535
In-app purchase will be able to surpass direct apps purchase in the future.
1.7 2.4 3.3 3.4 5.0 6.91.5 2.1
2.8 3.9
5.4
7.5
7.9
10.9
15.0
20.8
28.7
39.6
2013 2014 2015 2016 2017 2018
Paid-Apps Purchase
In-Apps Purchase
Mobile Advertising
39%
11,1
15,3
21,2
28,1
39,1
53,9
37%
33%
38%
38%
Figure in Million USD

How to leverage the market size of apps?

How to generate more revenue from direct apps purchase?
How to grab more in-app purchaser?
How to maximize the contribution of mobile advertising?
Revenue of mobile application is generated through 3 different routes.
Maximizing revenue from each route will leverage the market size.

How to generate more revenue from direct apps purchase ?
How to maximize the contribution of mobile advertising ?

Incidence of Apps Download
Source : Consumer Survey - Diary Placement [Q5] | Base : 755
More than half of Indonesian smartphone users download new application within one month. Top category
of downloaded are games, instant messaging, and social media.
58%
of Indonesian
smartphone users
donwload new apps
within 1 month
38%
27%
19%
8%
6% 6%
3% 3%
Games Instant
Messaging
Social Media Shopping Transportation Books and
Reference
Maps and
Navigation
News and
Information

LAZADA
OLX Indonesia
BukaLapak.com
Tokopedia
GO-JEK
Al’Quran Indonesia
Amazon Kindle
Google Books
Quran for Android
Google Maps
Waze
BaBe
Detik.com
Clash of Clans
Candy Crush
Anry Birds
Criminal Case
LINE Gets Rich
Whatsapp
BBM
LINE
Facebook Messenger
Facebook
Instagram
Path
Twitter
5%
4%
3%
3%
3%
12%
11%
8%
7%
10%
7%
5%
4%
Top Apps Downloaded
Breakdown by brand
Source : Consumer Survey - Diary Placement [Q5] | Base : 755
Games
Communi
cation
Social
Media
Around 99% of top-downloaded apps are free apps.
4%
3%
2%
2%
6%
3%
1%
1%
7%
2%
1%
1%
1%
38%
27%
19%
Shopping
8%
Transpor
tation
6%
Books and
Reference
6%
Maps and
Navigation
3%
News &
Information
3%

Due to domination of free-apps downloading...
revenue generation through paid-apps
purchase is seen limited.
Since most of apps is free...
in-app purchase is the key

Incidence of in-app purchasers
Source : Consumer Survey – Final Questionnaire [U10] | Base : 755
93%
Does not in-app
purhcase within one
month
Does in-app
purhcase within one
month
Take free in-app
purchase
Take paid in-app
purchase
100%
Indonesian apps
users
7%
6% 1%
1.2 Bio
revenue generated
by in-app purchase
within one month
Paid in-app purchasers are still low. However, they are able to generate around IDR 1.2 billion revenue for
mobile apps.

How to grab more in-app purchasers?
How to maximize the contribution of mobile advertising ?

Maximizing in-app purchase can be done through two different
routes.
Adding the numbers of
apps users through
downloading. More
users will increase the
potential to get more
in-app users.
Get more apps
downloaders
increase the
opportunity to get
more in-app
purchase activity
Within existing apps
users..
Hence, need to prevent
apps to be deleted.

Maximizing in-app purchase is able to be done through
two different routes.
apps users through
downloading. More
in-app users.
Get more apps
downloaders
increase the
opportunity to get
more in-app
purchase activity
users..
apps to be deleted.

SES
SES A +3 -1
SES B +1 +1
SES C -3 0
AGE GROUP
13--22 yrs old -1 +6
23-32 yrs old +13 -3
33-42 yrs old -6 -1
43-52 yrs old -5 -2
GENDER
Male -1 +2
Female +1 -2
Profile of downloaders and in-app purchasers
Source : Consumer Survey – [ Q5 + U10]
Downloaders skew to SES A and 23-32 years old, while in-app purchasers come from younger age (13 -22
years old).
16
42
41
28
39
22
11
55
45
Total Respondent
Base : 755
19
43
38
27
52
16
6
54
46
Downloaders
Base : 438
15
43
41
34
36
21
9
57
43
In-app Purchasers
Base : 53
In percentage

Download Activities
Search Method
Source : Consumer Survey – [Q4 + Q4a + Q5] | Base : 438
DOWNLOAD TIME SLOT
(in percentage)
4
11
50 49 45 48
15
0-6 AM 6-9 AM 9-12 AM 0-3 PM 3-6 PM 6-9 PM 9-12 PM
Apps downloading tend to increase from morning
to night with peak time around 9 AM to 21 PM
Users search the apps
through app-store to be
downloaded
Users tend to
download the
apps in their home
Users types the complete
apps name while
searching on app-store
92% 97% 88%

Recommendation from friends
and relatives
-1 -4 --3
Browsing in the appstore +8 +4 +10
Refference form Social Media +1 +3 +3
Recommendation from friends
and relatives
+11 +7 -5
Browsing in the appstore -5 +1 +12
Refference form Social Media +23 -1 +4
Source of information of Apps
Breakdown by type of Apps
Source : Consumer Survey – Final Questionnaire [Q2]
Users get information about games, social media, and books & reference from app store. While, shopping
and transportation are more from recommendation.
86%
30%
13%
85%
38%
14%
82%
34%
16%
83%
40%
16%
86%
30%
13%
97%
25%
33%
93%
31%
12%
81%
43%
17%
All Respondents
Base : 442
Games
Base : 208
Instant Messaging
Base : 207
Social Media
Base : 151
All Respondents
Base : 442
Shopping
Base : 61
Transportation
Base : 47
Books & Reference
Base : 42
Lower 3-pt compared to
total figure
Higher 3-pt compared to
total figure

Base : Base : Base : Base : Base :
NETT : FUNCTIONAL ADVANTAGE +1 +1 +2 -4
I need the function +1 +1 +2 -4
NETT : RECOMMENDATION +1 +1 -4 -1
My friends/ relative recommend this app +2 -3 +1 0
Need to communicate with friend/relative +4 -2 -3 -2
I have friends/ relative who use this apps -2 0 0 +4
NETT : EMOTIONAL ADVANTAGE -1 +3 -1 -3
Seems fun and enjoyable to play on -1 +3 -1 -3
NETT : FEATURE +1 -3 -2 +9
Explanation is easy to understand 0 -3 +5 +4
Attractive icon -1 0 -3 +3
NETT : BRAND IMAGE -4 -2 +8 +1
It is famous apps/ brand -4 -2 +6 +1
Reason for Apps Downloading
Breakdown by age group
Overall, functional aspect is the main reason for apps downloading. However, youth also tends to download based on
recommendation. Getting older, feature aspect is also come into consideration for downloading.
72
72
65
38
21
26
37
37
25
11
12
16
16
73
73
66
40
25
24
36
36
26
11
11
12
12
73
73
66
35
19
26
40
40
22
7
12
14
14
70
70
61
39
17
26
36
36
23
16
9
24
24
68
68
66
38
19
30
34
34
36
15
15
17
17
Total
13-22
years old
23-32
years old
33-42
years old
43-52
years old
In percentage
total figure
total figure

NETT : FUNCTIONAL ADVANTAGE -7 +9 +10 +10 +23
I need the function -7 +9 +10 +10 +23
NETT : RECOMMENDATION +5 +5 +16 +19 +2
My friends/ relative recommend this app +2 +2 +7 +5 +10
Need to communicate with friend/relative +5 +3 +12 +18 +5
I have friends/ relative who use this apps +1 +1 0 -8 0
NETT : EMOTIONAL ADVANTAGE +17 -6 -5 +7 +8
Seems fun and enjoyable to play on +17 -6 -5 +7 +8
NETT : FEATURE +8 +8 +6 +9 -8
Explanation is easy to understand +4 +3 +2 +9 -5
Attractive icon +1 +2 +2 -2 -6
NETT : BRAND IMAGE +6 +5 +5 +17 -4
It is famous apps/ brand +6 +5 +5 +17 -4
81
81
70
40
24
27
31
31
33
14
14
21
21
Reason for Apps Downloading
Breakdown by type of Apps
Users download different apps for a variety ofreasons. Games for fun and enjoyable aspect. While social media, shopping,
and transportation due to their functional advantage and recommendation.
72
72
65
38
21
26
37
37
25
11
12
16
16
65
65
70
40
24
27
54
54
33
15
13
22
22
82
82
81
45
33
26
32
32
31
13
14
21
21
82
82
84
43
39
18
44
44
36
20
10
33
33
95
95
67
48
26
26
45
45
17
10
7
12
12
All
Respondents
Base : 442
Games
Base : 208
Instant
Messaging
Base : 207
Social Media
Base : 151
Shopping
Base : 61
Transportation
Base : 47
total figure
total figure
In percentage

Barriers for Apps Downloading
Source : Consumer Survey – Final Questionnaire [Q7] | Base : 317
Unwillingness to download is caused by satisfaction towards current apps and perceive donwloading new
apps as less of necessity.
42% of users does not show the
intrest towards download activity
69%
38%
17%
5%
I think I don’t need to download the
apps currently
I am satisfied with my current
apps
I seldom use the application
I have bad connection when
download the apps

Functional aspect is the main driver of apps downloading...
Which apps that has high potential to be
downloaded in the future?
Hence, perceived to be useful for users in essential for apps...

User Perception Towards Usefulness of Apps
Source : Consumer Survey – Final Questionnaire [U1 + U7] | Base : 755
Communication, social media, transportation, and shopping are perceived as useful apps for users. While
games is seen more as useless apps.
Games
Transportation
Communication
Social Media
Shopping
Maps and Navigation
93%
47%
6%
4%
4%
4%
18%
11%
15%
1%
2%
1%
Perception of
Useful Apps
Perception of
Useless Apps

BBM
Whatsapp
Messenger
LINE
FB
Messenger
Facebook
Instagram
Twitter
Which apps are perceived to be useful?
Breakdown by brands
Source : Consumer Survey – Final Questionnaire [U1 ] | Base : 755
Commu
nication
83%
45%
28%
7%
34%
10%
6%
47%Social
Media
93%
Clash of Clans
Angry Bird
Candy Crush
GO-JEK
OLX
BukaLapak
LAZADA
Google Maps
Waze
2%
1%
1%
4%
2%
1%
1%
3%
7%
Games
Maps and
Navigation
6%
4%Transpo
rtation
4%
Shopping
4%

Base 755 705 356 49 29* 28*
The function of the apps suitable
me
0 -2 +5 +8 +10
Easier for my communication +2 +4 -11 -20 -18
Most of people use this apps +2 +2 -15 -7 -23
Easy to use, easy to understand,
and easy to navigate
0 -1 +14 +3 0
Make my life easier +1 0 +4 -1 +21
Trustworthy apps 0 +2 +2 +8 +12
It is synchronized with my devices 0 +1 -2 -3 +3
It is synchronized with other apps 0 +2 +2 -3 -4
59
43
37
39
22
8
2
6
Reasons Why Apps Are Perceived Useful
Breakdown by apps category
Source : Consumer Survey – Final Questionnaire [U5]
Top 3 reasons: functionality, makes life easier and social approval. Games is seen useful due to user-friendly. While
shopping and transportation are perceived to be useful for the function that makes life easier.
54
54
52
25
18
6
4
4
54
56
54
25
19
6
4
4
52
58
54
24
18
8
5
6
62
34
45
28
17
14
7
7
64
36
29
25
39
18
7
0
All
Respondents
Communi
cation
Social
Media
Games Shopping
Transpor
tation
total figure
total figure
In percentage

Angry Birds
Candy Crush Saga
8 Ball Pool
Bike Racing 3D
Burger
Candy Crush Soda
Saga
GO-JEK
LAZADA
OLX Indonesia
Google Maps
LINE
ChatON
WeChat
Facebook
Messenger
Google Talk
Google+
Instagram
Ask.fm
Badoo
Facebook
Facebook Lite
Which apps are perceived to be useless?
Breakdown by brands
Source : Consumer Survey – Final Questionnaire [U5] | Base : 755
Commu
nication
5%
3%
3%
2%
2%
5%
2%
1%
7%
1%
1%
11%
Social
Media
18% Games
Maps and
Navigation
15%
1%Transpo
rtation
2%Shopping
1%
3%
2%
1%
1%
1%
1%
1%
1%
7%
1%
1%

Base 396 134 112 83
I seldom use it since not too useful for me -5 -12 +11
The memory is too large -4 +22 -5
It is similar with my current apps +16 -9 +2
I prefer other similar apps +10 -5 +8
I bored with the apps -7 +28 +1
I am dissapoint with its performance -1 +6 -1
I dont undertstand its function -1 0 +8
Too many ads +5 -2 -4
It waste my time to use it -3 +11 -4
It is not good for children -1 +4 -2
It is not stable -1 +2 -2
Reasons for Useless Apps Perception
Breakdown by apps category
Source : Consumer Survey – Final Questionnaire [U8] |
Generally, lack of usability is the main reason for being useless. Games tend to be perceived useless due to the large
memory.
52
22
18
17
17
9
8
5
4
3
3
47
18
34
27
10
8
7
10
1
2
2
38
44
9
12
45
15
8
3
15
7
5
63
17
20
25
18
8
16
1
-
1
1
All
Respondents Communication
Social
Media
Games
total figure
total figure
In percentage

Maximizing in-app purchase can be done through two different
routes.
apps users through
downloading. More
in-app users.
Get more apps
downloaders
increase the
opportunity to get
more in-app
purchase activity
users..
apps to be deleted.

Incidence of Apps Deletion
Source : Consumer Survey – Diary Placement [Q7] | Base : 755
Though it is the top downloaded category, games, communication and social media also have the highest deletion rate.
Hence, need to focus on trend and seasonality for each types of apps.
16%
of Indonesian apps
users delete their apps
within one month
50%
29%
16%
10%
3%
Games Communication Social Media Shopping Transportation

Angry Birds
Clash of Clans
LINE Let's Get Rich
Criminal Case
Pou
8 Ball Pool
Candy Crush
Domino QiuQiu:
Domino99
Dr. Driving
Fruit Ninja
Type of Apps Deleted
Breakdown by brand
Source : Consumer Survey – Diary Placement [Q7] | Base : 755
8%
7%
7%
6%
5%
3%
3%
3%
3%
3%
Facebook Messenger
BBM
BeeTalk
Facebook
Instagram
PicMix
LAZADA
Traveloka
BukaLapak.com
Tokopedia
GO-JEK
6%
5%
5%
5%
5%
5%
5%
3%
7%
2%
3%
Games
50%
Communi
cation
29%
Social
Media
16%
Shopping
10%
Transpor
tation
3%

Base 119 59 32 19*
I seldom use the apps -3 +11 +5
The memory is too large +10 +2 +11
I bored with the apps +14 -3 -1
The apps not working well +4 +6 -4
I prefer other apps -1 +8 -3
Similar with other apps -2 -3 +2
Not suitable for kids +1 -1 -4
Product offered are expensive 0 0 -2
Reason of Apps Deletion
Breakdown by Apps Type
Source : Consumer Survey – Final Questionnaire [U8] |
Communication apps are deleted due to less attractive and large memory. Similarly, memory issue is also the driver for
games deletion.
42
36
27
15
13
9
4
3
39
46
41
19
12
7
5
3
53
38
24
21
21
12
3
3
47
47
26
11
16
11
5
All Respondents Communication
Social
Media Games
In percentage
total figure
total figure

How to maximize the contribution of mobile advertising?

Incidence of Online Advertising
Source : Consumer Survey – Final Questionnaire [AO3]
27%
of Indonesian
smartphone users
clicked online ads within
1 month
16
42
41
28
39
22
11
55
45
Total Respondent
Base : 755
12
35
52
28
40
19
13
61
39
Have Clicked The Ad
Base : 438
SES
SES A -4
SES B -7
SES C +11
AGE GROUP
13--22 yrs old 0
23-32 yrs old +1
33-42 yrs old -3
43-52 yrs old +2
GENDER
Male +6
Female -6
Online advertising is clicked more by lower SES segment and male.
In percentage

Source : Consumer Survey – Final Questionnaire [ AO1 + AO3] | Base : 755
Across all online advertising types, the effectiviness is still low. Social media ads and Google ads have higher effectiveness
due to the high awareness level.
Effectiveness of Online Advertising
Breakdown by online ads type
Social Media Ads
68
69
39
19
13
12
5
2
19%
17%
13%
11%
Google Search Ads
Banner Ads
Intrunsive Ads
Video Ads
28
21
21
55
3
2
2
3
11%
10%
10%
9%
Floating Ads
Admobs Ads
Youtube Ads
Aware with the ads Clicked with the ads

Number of Clicks
Breakdown by type of ads
In line with its effectiveness, social media ads and Google search ads produce more clicks compared to others.
145
122
42
36
21 21 17 19 15
8
Social media
ads
Google Search
Ads
Banner
Ads
Youtube
Ads
Intrunsive
Ads
Admob
Ads
Video
Ads
Floating
Ads
E-mail
Ads
Re-targeting
Ads
Average click per person is around
1.3 clicks 1.3
clicks
Source : Consumer Survey – Final Questionnaire [AO3]

Appendix

Top Apps
Appstore
Source : Cross-Media Link (October – November 2015) | Base : 9.342.961
Google Playstore
S Suggest
MoboMarket
Smartfren Appstore
9Apps
OPPO Market
Advan Store
Apptoko
Mobogenie
Aptoide
95.0%
23.0%
7.6%
5.8%
4.5%
1.6%
1.5%
1.2%
0.8%
0.4%
8,872
2,146
709
538
423
147
141
109
70
34
649,555
4,192
15,534
1,277
5,733
486
171,781
2,146
1,147
188
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Books and Reference
Sub-nett : General Book
Google Books
Amazon Kindle App
SCOOP
Sub-nett : Religious Book and Reference
Al'Quran Bahasa
Indonesia
Al Quran
Quran for Android
Sub-nett : Dictionary and Translation
Google Translate
Kamusku
LINE Kamus Inggris
Sub-nett : Stories
LINE Webtoon
Wattpad - Free Books &
Stories
19.44%
1.91%
1.52%
8.66%
2.22%
1.92%
12.28%
6.61%
0.85%
6.09%
2.35%
1,816
178
142
809
207
179
1,147
617
79
569
219
2,925
110
3,987
26,316
7,732
7,369
33,784
13,178
647
123,570
155,049
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Cloud and Storage
Google Drive
Dropbox
ASUS AiCloud
4shared
Google Photos
Samsung Link
Oppo Online System
Update
ASUS Web Storage
Oppo Cloud Service
Microsoft One Drive
22.4%
8.7%
8.3%
6.4%
3.9%
2.7%
2.3%
1.7%
1.1%
0.2%
2,093
815
779
600
367
249
213
161
106
22
6,207
2,019
233,366
24,117
9,884
121
572
35
75
192
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Communication
Sub-nett : E-mail
Gmail
Google Email App
ASUS Email
Yahoo! Mail
Sub-nett : Instant Messaging (Without Video Call features)
BBM
WhatsApp Messenger
Facebook Messenger
ChatON
Sub-nett : Instant Messaging (With Video Call features)
LINE
Hangouts
Skype
WeChat
65.4%
50.4%
6.8%
6.4%
92.0%
64.4%
38.1%
14.4%
64.2%
31.5%
5.7%
4.9%
6,111
4,705
631
595
8,597
6,014
3,556
1,347
5,998
2,942
531
460
144
62
4
36
-
19,928
4,450
206
3
-
2,874
35
29
45
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Games
Google Play Games
Clash of Clans
LINE Let's Get Rich
Pou
Duel Otak
Subway Surfers
Candy Crush
Candy Crush Soda
Criminal Case
Temple Run 2
29.9%
21.7%
14.2%
13.9%
13.8%
13.4%
11.0%
5.4%
5.2%
4.4%
2,796
2,023
1,327
1,299
1,288
1,255
1,027
503
482
411
5,433
3,450,627
503,537
362,157
339,295
154,808
471,052
374,553
112,435
26,629
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Lifestyle
Sub-nett : Religion
Salaam
Alarm Adzan Sholat dan
Kiblat
Muslim Pro
Sub-nett :Health and Sports
S Health
Freeletics
Nike+ Running
Sub-nett : Movies
Cinema 21
Blitzmegaplex
Sub-nett : Others
GALAXY Gift Indonesia
Excite Point
TripAdvisor
4.32%
2.52%
1.33%
0.39%
0.24%
0.18%
1.67%
0.20%
3.25%
3.08%
2.87%
404
236
124
37
22
17
156
18
304
287
268
155,234
2,812
2,810
19
88
221
3,556
24
2,060
610
966
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Maps and Navigation
Google Maps
Waze
Google Earth
ROUTE 66
Navigation
GPS Navigation and
Map Sygic
Foursquare
GPS Maps
FullFunction
LewatMana.com
Friend Locator
Komutta
65.03%
5.59%
1.38%
1.04%
0.54%
0.35%
0.29%
0.23%
0.23%
0.15%
6,076
522
129
97
50
33
27
22
21
14
101,346
15,283
1,436
549
618
43
798
6
83
61
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Media and Video
Sub-nett : Video or TV Show Streaming
YouTube Watchpage
Google Play Movies &
TV
TubeMate
Mivo
Viki: Free TV Drama
& Movies
Sub-nett : Video Downloader
Vidmate HD Video
Downloader
Videoder - Video
Downloader
Download Video MP4
Downloader
Tube Mate You Tube
Downloader
All Video Downloader
75.97%
19.72%
6.38%
1.41%
0.84%
1.98%
0.41%
0.39%
0.20%
0.10%
7,098
1,843
596
132
79
185
38
37
19
9
1,781,762
4,054
68,549
2,525
3,679
7,368
952
47
556
0
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Money Management
Sub-nett : Banking
BCA mobile
Mandiri mobile
BRI Mobile
Go Mobile
Simobi Bank
Sinarmas
Sub-nett :Bills Payment
Uangku
ParaMara
Cek Tagihan PLN &
Reminder
Sub-nett : Stock and Trading
MetaTrader 4
Stocks
6.27%
1.60%
1.55%
1.00%
0.57%
1.87%
0.41%
0.07%
0.36%
0.10%
586
150
144
94
54
175
38
7
33
10
26,628
2,953
733
2,842
40
79
3,661
24,111
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Shopping
Sub-nett : Online Shopping – General Product
LAZADA
BukaLapak.com
Tokopedia
Blibli
Qoo10
Sub-nett :Bills Online Shopping – Specific Product
ZALORA
Traveloka
Sophie Paris Indonesia
Sub-nett : Trading Forum / Marketplace
OLX Indonesia
Rumah.com
Carousell
11.32%
5.48%
5.30%
1.89%
1.15%
3.11%
2.25%
0.52%
11.95%
0.50%
0.15%
1,057
512
495
177
107
290
210
48
1,116
47
14
19,614
57,475
77,882
2,885
4,753
-
1,516
1,511
-
263,989
1,524
16
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Music and Audio
Sub-nett : Radio
Android Radio
FMRadio
Sony FM Radio
Sub-nett : Audio Downloading
Smartfren Gudang
Musik
4shared music
MP3 Quran
Sub-nett : Audio Streaming
Musixmatch
JOOX
Guvera
SoundCloud
Sub-nett : Audio Recording
Sing!
Real Drum
18.68%
9.08%
1.32%
4.46%
0.99%
0.67%
5.93%
4.75%
1.37%
1.36%
2.98%
2.59%
1,745
848
123
417
93
63
555
444
128
127
279
242
12,449
6,387
1,180
3,129
5,257
762
31,971
29,235
140
7,589
26,093
10,481
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
News and Information
Sub-nett : Online News and Magazine
detikNews
BaBe
Google News &
Wetter
Flipboard
CentroOne
Sub-nett :Sports Information Apps
Goal Live Scores
Goal.com
Jadwal Bola
Sub-nett : Jobs Information Apps
Indeed
JobStreet.com
Trovit Jobs
7.08%
5.53%
4.90%
4.84%
2.36%
0.56%
0.27%
0.26%
0.88%
0.82%
0.43%
661
516
458
452
221
52
25
25
83
77
40
195,936
43,079
499
2,449
352
36,361
1,388
2,983
3,205
2,205
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Social Networking
Facebook
Google+
Instagram
Path
Twitter
Facebook Lite
PicMix
Ask.fm
Snapchat
Badoo
55.64%
54.82%
48.51%
21.01%
20.29%
6.81%
3.44%
3.40%
3.29%
2.51%
5,199
5,121
4,533
1,963
1,895
637
322
317
307
235
3,465,631
97,068
2,250,987
513,923
254,690
472,929
909
55,946
33,335
58,223
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Tools and Utilities
Sub-nett : Keyboard Tools
Emoji Keyboard
Kika Keyboard
iKeyboard
Sub-nett :Clock and Calendar Tools
Google Calendar
Lenovo Calendar
Sub-nett : Themes and Background Tools
Theme Changer
LINE DECO -
Wallpapers & Icons
Sub-nett : Search Tools
Google Search
ASUS Browser
Sub-nett : Customer Service Tools
MySmartfren Customer
Info
ASUS Party Link
2.50%
0.65%
0.52%
4.76%
1.28%
2.73%
1.07%
87.27%
7.33%
9.89%
3.51%
233
61
49
445
120
255
100
8,153
684
924
328
1,521
176
368
1,999
481
1,310
280,970
119,394
20,896
62
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Transportation
GO-JEK
GrabTaxi
Kereta Api
Indonesia Access
JNE - Express
Across Nation
Uber
Blue Bird Taxi
Reservation
Trivago
Emirates
Airbnb
21.60%
6.04%
0.97%
0.64%
0.37%
0.34%
0.10%
0.08%
0.08%
2,018
565
91
60
34
32
9
8
8
89,719
16,522
1,943
873
1,473
629
33
1
505
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Weather
Oppo Weather
Lenovo Weather
AccuWeather
Weather
AccuWeather
Widget
Weather Service
Weather Clock
Weathood
MIUI Weather
ZTE Weather
2.19%
1.54%
1.11%
0.49%
0.41%
0.33%
0.30%
0.12%
0.10%
0.05%
204
144
103
46
38
31
28
12
10
5
1,601
515
195
103
102
124
142
21
2
1
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Top Apps
Entertainment
Ghost
Xperia LOUNGE
Finger Blood
Pressure Prank
Rising Star
Indonesia
WIFI Hacker Prank
Vuclip Search: Video
on Mobile
1CAK
9GAG
Meme Generator
Free
IMDb
1.25%
1.09%
0.37%
0.29%
0.27%
0.25%
0.22%
0.22%
0.16%
0.12%
117
101
35
27
26
24
20
20
15
11
1,789
90
297
10
49
9,597
981
2,262
589
78
Total Reach
(In Percentage)
Total Unique Users
(In ‘000 users)
Total Duration
(In ‘000 seconds)

Mobile Apps Market Study Indonesia

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