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.

1. +
The Digital Landscape of Indonesia
Manoj Damodaran / Head of Digital / Soho Square Indonesia
October 2013

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. + In this presentation
Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia

4. Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia

5. 59.7 million Indonesians are now online
That is 24% of the population
Source: eMarketer 2013 (data is for 2012)

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. 310.8 million mobile connections
That is 125% of the population
Source: eMarketer 2013 (data is for 2012)

8. 164.1 million mobile phone users
That is 66% of the population
Source: eMarketer 2013 (data is for 2012)

9. 1 out of every 4 Indonesian owns a smartphone
Source: RoyMorgan July 2013

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. 67.2 million Indonesians use social networks
That is 92.3% of the internet users
Source:
*eMarketer April 2013

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. Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia

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. + 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. + 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. + 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. + 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. + 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. + 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. + 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. + Indonesians are still safe and practical about their
online purchases

23. + Commercial transactions on Facebook indicate their
heavy involvement with this medium

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. + 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. + 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. Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia

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. + Social Media has become an important part of the
daily life

30. + Indonesians are recommending on social
media more than most countries, except
Australia

31. + They are more likely to buy if they engage or follow a
brand online

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. Overall Landscape in Indonesia
Usage patterns and behaviors
Social Media behaviors in Indonesia
Mobile usage in Indonesia

34. + Android phones now make up over 50% of the
total smartphone category in Indonesia

35. + Video consumption via mobile in Indonesia is
still lower than most markets in Asia

36. + Games, entertainment & news apps are most
popular besides social media apps

37. + Users who download apps on their mobile frequently
use them

38. + More Indonesians prefer following a brand on
social media vs. downloading their app

39. +
Thank You
Manoj Damodaran / Head of Digital / Soho Square Indonesia
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