1. Copyright ยฉ 2017 The Nielsen Company. Confidential and proprietary.
Rusdy Sumantri
19 December 2017
HARI
BELANJA
ONLINE
NASIONAL
2017
2. Copyrightยฉ2017TheNielsenCompany.Confidentialandproprietary.
2
RUSDY SUMANTRI
DIRECTOR, CONSUMER INSIGHT,
NIELSEN INDONESIA
Rusdy heads the Nielsen servicing team for retailers
and technology clients. He has around a decade of
research experience across various industries,
specializing in telecom, online and offline retailers.
His experience includes trade satisfaction, market
sizing, segmentation, business apps and B2B
research including corporate research, etc.
Rusdy holds a Bachelor Degree in Industrial
Engineering from Trisakti University, Indonesia.
Rusdyโs interests include apps development, social
media monitoring, connected life and cloud
computing and digital behaviour.
rusdy.sumantri@nielsen.com
6. Copyrightยฉ2017TheNielsenCompany.Confidentialandproprietary.
6
MORE SHOPPERS ON HARBOLNAS 2017
ARE COMING FROM FEMALE AND YOUTH
Base : Online shopper between 11-13 Dec (vs. 2016)
WHO ARE THE HARBOLNAS SHOPPERS?
GENDER
MALE 55% -6%
FEMALE 45% +6%
AGE GROUP SEC GROUP
15-24 YO 46% +28%
25-34 YO 29% -20%
35-44 YO 15% -10%
45+ YO 10% +1%
SEC A 33% +0%
SEC B 27% -1%
SEC C 26% +1%
SEC DE 14% +0%
7. Copyrightยฉ2017TheNielsenCompany.Confidentialandproprietary.
7Base : Online shopper between 11-13 Dec
HARBOLNAS 2017 IS ABLE TO TRIGGER OFFLINE
SHOPPERS TO PURCHASE ONLINE ~ 5%
ARE THEY THE FIRST TIME HARBOLNAS SHOPPER?
REGULAR ONLINE &
HARBOLNAS SHOPPER
FIRST TIME
HARBOLNAS
SHOPPER
NEW ONLINE
SHOPPER
68%
27%
5%
9. Copyrightยฉ2017TheNielsenCompany.Confidentialandproprietary.
9
CATEGORY PURCHASED VS 2016
FASHION & SPORTS CLOTHES +6
TRAVEL -2
COSMETICS +1
ELECTRONIC PRODUCTS -8
BILL PAYMENT / TOP UP +6
TECHNOLOGY AND GADGETS -20
BOOKS AND STATIONARY +5
PERSONAL CARE -
FOOD AND BEVERAGES -4
DAILY NEEDS -14
TICKET EVENT -2
FASHION AND BILL PAYMENT/ TOP UP
CATEGORIES HAVE HIGH GROWTH THIS YEAR
TOP CATEGORY PURCHASED (IN %)
74
29
28
27
27
24
13
12
10
7
3
FASHION & SPORTS CLOTHES
CLOTHES 48 -1
ACCESSORIES (HATS, WATCHES) 25 +14
BAGS AND PURSES 24 +3
FOOTWEAR (SHOES, SANDALS, ETC.) 19 +1
JEWELLERY AND WATCH 12 -1
COSMETICS
MAKE UP 21 +8
PERFUME 10 +0
FACE CARE 9 +2
MAKEUP BRUSHES 4 -2
ELECTRONIC PRODUCTS
WHITE GOODS 11 +5
AUDIO (HEADPHONE, SPEAKER) 11 +0
CAMERAS AND CAMCORDERS 5 -3
LED PRODUCTS (LAMPS) 5 -3
TV AND HOME THEATER 4 -3
BILL PAYMENT / TOP UP
PHONE CREDIT RELOAD 18 +4
INTERNET PACKAGE 8 -1
ELECTRICITY VOUCHER 6 -2
Base : Online shopper between 11-13 Dec (vs. 2016)
10. Copyrightยฉ2017TheNielsenCompany.Confidentialandproprietary.
10
MAJORITY OF HARBOLNAS SHOPPERS ALREADY
PLANNED THEIR SHOPPING IN ADVANCE
PLANNED & IMPULSIVE SHOPPING
PLANNED AND ALREADY
KNOWN THE PRODUCTS/
SERVICES TO PURCHASE
56% (+3%)
PLANNED, BUT DO NOT
KNOW THE PRODUCTS /
SERVICES TO PURCHASE YET
33% (-1%)
IMPULSIVE
SHOPPING DURING
HARBOLNAS 2017
11% (-2%)
Base : Online shopper between 11-13 Dec (vs. 2016)
89% PLANNED
16. Copyrightยฉ2017TheNielsenCompany.Confidentialandproprietary.
16
โข This publication has been produced by Nielsen. It is distributed for informational purposes
only. Nielsen makes no express or implied warranties with respect to any information or data
included in this publication, and expressly disclaims all warranties, including but not limited
to, any warranties of accuracy, non-infringement, merchantability, quality or fitness for a
particular purpose or use.
โข Other than information or data sourced from Nielsen, the information contained in this
publication has been obtained from sources that Nielsen believes to be reliable, but Nielsen
does not represent or warrant that it is accurate or complete. Nielsen is not responsible for
the content or performance or security of any third party web site that may be accessed via
hyperlink in this publication and any information on such sites are not incorporated by
reference.
โข The views expressed in this publication are those of the author(s) and are subject to change,
and Nielsen has no obligation to update its opinions or the information or data in this
publication. This publication does not constitute investment, financial, business or other
professional advice or take into account the circumstances of those who receive it. Any
recipient remains solely responsible for recipientโs use, decisions and actions in respect of
this publication. This publication may not be redistributed or published, in whole or in part,
without the express written consent of Nielsen.
DISCLAIMER
17. Copyright ยฉ 2017 The Nielsen Company. Confidential and proprietary.