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MarkPlus on Indonesia Internet Users 2013 - Marketeers Nov 2013 edition

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MarkPlus on Indonesia Internet Users 2013 - Marketeers Nov 2013 edition

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Some thoughts and analysis on Indonesia Internet Users in 2013, Penetration, segmentation, spending habits of the netizens.

Note: This document was presented at Jakarta Marketeers Club Dinner Seminar in October 2013 and published for Marketeers Magazine November 2013 Issue "What's Wrong with Michael Porter" which got a gold medal at Indonesia Print Media Award (IPMA) 2014.

Some thoughts and analysis on Indonesia Internet Users in 2013, Penetration, segmentation, spending habits of the netizens.

Note: This document was presented at Jakarta Marketeers Club Dinner Seminar in October 2013 and published for Marketeers Magazine November 2013 Issue "What's Wrong with Michael Porter" which got a gold medal at Indonesia Print Media Award (IPMA) 2014.

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MarkPlus on Indonesia Internet Users 2013 - Marketeers Nov 2013 edition

  1. 1. 45% 22% 11% 10% 7% 4% 1% Asia Europe North America Latin America/ Carribian Africa Middle East Oceania/Australia Source: http://www.internetworldstats.com/stats.htm, ITU World Telecommunication /ICT Indicators database In 2013, over 2.7 billion people are using the Internet, which corresponds to 39% of the world’s population Internet User (%) Base:World Population
  2. 2. 538.0 137.0 101.2 74.5 40.3 33.6 31.0 29.1 20.1 17.7 40.1 11.4 79.5 30.1 82.5 32.4 33.9 15.3 30.0 60.7 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 -50.0 50.0 150.0 250.0 350.0 450.0 550.0 internet users (mio) internet penetration (%) Source: http://www.internetworldstats.com/stats.htm, ITU World Telecommunication /ICT Indicators Database, MarkPlus Insight Analysis In the developing world, 31% of the population is online, compared with 77% in the developed world Internet User (mio) Base:World Population
  3. 3. 74 29 37 80 33 41 developed country (%) developing country (%) world (%) Women Men Globally, 37% of all women are online, compared with 41% of all men; it corresponds to 1.3 billion women and 1.5 billion men Source: ITU World Telecommunication /ICT Indicators Database Internet User (mio) Base:World Population
  4. 4. 42.2 55.2 61.1 74.6 2010 2011 2012 2013In million 2010 2011 2012 2013 Urban Population 121.16 123.24 123.57 133.73 Urban Internet User 37.56 50.53 56.38 62.19 Internet User 42.16 55.23 61.08 74.57 Internet Penetration (Mio) Base: Indonesia Population The number of Internet users grow significantly from 2010 to 2013; it has been grew by 13.5 million in 2013 Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  5. 5. 42.2 55.2 61.1 74.6 8.0 13.8 24.2 31.7 18.98 24.99 39.62 42.49 2010 2011 2012 2013 Internet Users Netizen (Access more than three hours per day) Netizen proportion (%) Netizen Penetration (Mio) Base: Indonesia Population The number of internet users in 2013 grew by 22% but the netizen penetration growth is only 3% y-o-y % % % % Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  6. 6. 233.48 236.33 239.14 242.02 244.81 247.57 250.34 253.09 255.79 43.37 52.20 62.84 74.57 91.04 109.59 131.91 158.79 191.13 8.00 13.80 24.20 31.69 39.79 47.94 56.08 64.23 72.38 2010 2011 2012 2013 2014* 2015* 2016* 2017* 2018* Citizen of Indonesia (mio) Indonesia Internet User (mio) Indonesia Netizen (mio) In 2013, 6 new internet users were born every a baby birth *) Projection Indonesia Population vs Internet User (mio) Base: Indonesia Population Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  7. 7. 1 2 3 To explore Netizen online habits and behaviors To determine Netizen purchase behavior To determine Netizen anxiety and desire 4 To understand Netizen media habits This research is aimed to get insightful information for marketers to formulate an appropriate strategy to approach Netizen sub-culture Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  8. 8. AREA RESPONDENTS Jakarta 500 Bandung 200 Semarang 150 Surabaya 300 Medan 250 Makassar 150 Palembang 150 Denpasar 150 Pekanbaru 150 Banjarmasin 150 Total 2150 *)Margin of error 2,11% Quantitative Phase Face to Face Interview Multi Stage Random Sampling • SEC A/B/C • Age 15 – 64 years old • Internet and/ or mobile internet users • Use internet for at least 3 hours a day • Not working or having family whose work at market research company, advertising agency, and mass media. Respondent Criteria This survey was conducted by quantitative and qualitative research approach Qualitative Phase Focus Group Discussion • Digital Immigrant (1 group) • Digital Native (1 group) Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  9. 9. Gender (%) Base: All Respondents (n=2150) 49.9 50.1 Male Female 51.2 50.0 50.7 49.7 50.0 50.0 52.7 50.0 50.0 44.7 48.8 50.0 49.3 50.3 50.0 50.0 47.3 50.0 50.0 55.3 Jakarta (n=500) Bandung (n=200) Semarang (n=150) Surabaya (n=300) Medan (n=250) Palembang (n=150) Pekanbaru (n=150) Denpasar(n=150) Banjarmasin (n=150) Makassar (n=150) Gender (%) Base: All who live in particular city The gender composition is balanced for all cities Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  10. 10. 27.7 20.9 16.8 17.9 10.7 6.0 15 – 22 y.o 23 – 30 y.o 31 – 35 y.o 36 – 45 y.o 46 – 55 y.o 56 – 64 y.o Age (%) Base: All Respondents (n=2150) 17.9 21.7 23.6 23.0 13.8 A1 (More than Rp. 4.500.000) A2 (Rp. 3.000.001 - Rp. 4.500.000) B (Rp. 2.000.001 - Rp. 3.000.000) C1 (Rp. 1.500.001 - Rp. 2.000.000) C2 (Rp. 1.000.001 - Rp. 1.500.000) Monthly Household Expenditure (%) Base: All Respondents (n=2150) The respondents comes from SEC A – C; and mostly from younger segment (below 45 y.o) Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  11. 11. Single 45.5 Married and Have Kids 46.1 Married and have no kid yet 7.2 Marital Status (%) Base: All Respondents (n=2150) Most of respondents are married and have kids Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  12. 12. Key Findings • 5 Netizen Species • Spending behavior • Online behavior • Social media • Anxieties & Desires • Media Habit • Netizen Favorite Brand
  13. 13. 5 Species of Indonesian Netizens 32,6% 45,1% 5,1% 11,5% 5,5% Those who has actively write an article, have a blog, upload video, social media buzzer, can’t be separated from the internet Those passive users who only read other’s status or post in social media but never comment or share their own life Those who loves to search and collect news for their own shake but don’t have any intention to share – research online, purchase offline Those who love to chat by instant messaging Those who are actively posting in social media, commenting other’s status or posts, criticize other’s idea Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  14. 14. Passive Active User Generation & Content 32,6% 45,1% 5,1% 11,5% 5,5%
  15. 15. Connection Level Aware Appeal Ask Act Advocate ActivePassive 32,6%45,1% 5,1% 11,5% 5,5%
  16. 16. Currator CatalystCrawler Chatter Commentator Content Segmentation Reading online news on website “I rarely read newspaper. I’d rather search news in detik.com” { Male, worker, digital immigrant } Reading status on social media “I frequently reading my friend’s Facebook comment or status silently” { Male, worker, digital immigrant } Collecting Information “My friend status always spot where she found a good place to eat and I always noted down her location.” { Female, worker, digital native} Get connected - chatting “We’re using chat messenger (as the main way) to communicate with friend/family.” { Most respondents} Make a call using Skype “I am using Skype regulary to stay in touch with my friend in England (1 am in a morning).” { Female, worker, digital native} Post a comment “I state my perspective with posting a comment on one of Kaskus thread” { Male, high school student, digital native } Buy toys on Ebay “Recently, i’ve bought McD minion toys on eBay because I’m too lazy to search in McD outlet.” { Male, first jobber digital native } Sharing, sharing, sharing “Tweet our thought, sharing photos of our food pr activity, sharing music that we listened to or recommend good place to eat.” { Most respondents} I tweet therefore I am “I speak my mind through online. I tweet a lot and has so many reply. Sometimes I also create my own meme jokes on Path” { Male, first jobber digital native } Amplify the enthusiasm “I love to collect people writing about illuminati on Kaskus, which I am is an illuminati enthusiast.” {Male, high school student, digital native} Digital natives crowds catalyst segment for their role as content generator and also a creative content creator Aware ShareAppeal Ask Act Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  17. 17. Key Findings • 5 Netizen Species • Spending behavior • Online behavior • Social media • Anxieties & Desires • Media Habit • Netizen Favorite Brand
  18. 18. 7.9 9.3 12.0 15.7 16.8 18.3 36.7 40.0 60.9 61.0 63.3 69.3 Insurance Ciggarete Health care Shopping Save money for zakat Education cost Body care Savings Transportation Telephone communication Daily food & beverages Internet Planned Expenses (%) Base: All respondents (n=2150) 0.6 0.6 0.8 1.4 3.3 9.2 18.1 18.6 26.1 29.3 31.3 32.7 33.6 38.2 59.4 Credit card payment mortgage payment Insurance Debt payment Education cost Cigarette Health care Save money for zakat Body care Internet Transportation Daily food & beverages Telephone communication Entertainment Shopping Impulsive Expenses (%) Base: All respondents (n=2150) Internet is on the top list of planned expenses of 69.3 % respondents Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  19. 19. Do You Shop Online? (%) Base: Respondents (n=2148) 20.3 79.7 Yes No The number of netizen who shop online increased by 5% compared to last year Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  20. 20. 3.7 4.2 7.6 8.3 9.3 12.1 12.4 17.0 56.4 79.2 Bus/train ticket Glasses Handphone accessories Watch Handphone Book Cinema ticket Bags Shoes Apparel Offline Shopping Base: All respondent (n=2105) 1.8 2.3 2.8 3.0 5.1 5.1 7.6 20.0 20.2 67.1 Book Cosmetic Handphone accessories Car accessories Handphone Airline ticket Watch Bags Shoes Apparel Online Shopping Base: Respondent ever bought online product (n=435) Netizen are starting to buy primary items from the internet Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  21. 21. Messenger group 27.0% Online forum for shopping 26.6% Social media 26.4% Online shop 20.0% Online Shopping Channel (%) Base: respondents who shop online (n=434) Most of respondents choose to do online shopping on messenger group and social media Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  22. 22. Account transfer is the most widely used payment method for online shopping Payment Methods of Online Shopping (%) Base: All respondents who bought a product/service through internet (n=435) 0.5 0.5 0.9 2.5 27.1 80.7 PayPal KasPay Rekening bersama (Rekber) Credit card Cash on Delivery (COD) Account transfer Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  23. 23. Key Findings • 5 Netizen Species • Spending behavior • Online behavior • Social media • Anxieties & Desires • Media Habit • Netizen Favorite Brand
  24. 24. #1 SPENDING ON INTERNET SERVICE Feel uneasy without internet #1 CONTACT PEOPLE BY CHAT MESSENGER Use chat messenger first (not SMS), make a phone call later MODEM UNLIMITED INTERNET PACKAGE WHATSAPPLINE KAKAO TALK Smartphone appealing so much not only for youngster; Netizen firmly embrace hi-tech devices for supporting their online activities #1 PROVIDER CONSIDERATION: INTERNET CONNECTION SPEED Most activty rely on internet connection COVERAGE AREA INTERNET CONNECTION SPEED SIGNAL STRENGTH Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  25. 25. Used Gadget To Access Internet (%) Base: All Respondent (n=2150) 86.0 42.3 15.2 10.6 Smartphone Own laptop laptop/pc at the office laptop/pc at home Smartphone is the most widely used gadget to access internet for both men and women Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  26. 26. Average Monthly Spending For Internet Access Through Smartphone/Tablet (%) Base: All accessed internet through smartphone/tablet (n=1831) 75.544 111.386 85,435 95,648 92,118 86,807 90,140 85,818 97,184 74,743 91,808 78,924 62,581 80,290 81,620 61,960 67,384 82,191 76,579 72,618 0 50,000 100,000 150,000 Jakarta Denpasar Makassar Palembang Bandung Semarang Medan Surabaya Pekanbaru Banjarmasin 2012 (n=1831) 2013 (n=1374) The average Netizen spending tends to be higher in particular cities compared to 2012 Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  27. 27. Only 11.5 % of respondents has purchased goods, most of them come from younger age 11.5 88.5 yes no Have You Ever Bought A Product Because Of Online Ads? (%) Base: All respondents (n=2505) Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  28. 28. 82.7 31.8 11.1 4.1 Smartphone Laptop/Notebook/Netbook PC/Desktop Tablet PC Gadget USed to Access Internet Banking (%) Base: All respondents who have internet banking (n=387) 82.7% Netizen use their smartphone to access internet banking Source: MarkPlus Insight, published on Marketeers Magazine Nov 2013 edition
  29. 29. For more Insights, please read Marketeers Magazine November 2013 To purchase full report, please email insight@markplusinc.com

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