5. DEMOGRAPHICS BY GENDER
48.4%
male
female
FEMALE INTERNET USERS
STARTED TO CATCH UP
WITH THE PROPORTION OF
MALE INTERNET USERS
51.6%
Source: APJII, Profil Internet Indonesia, December 2012
5
6. DEMOGRAPHICS BY AGE
60-65
55-59
2.5%
3.1%
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-15
DIGITAL IMMIGRANT
6.0%
9.1%
10.1%
10.9%
11.8%
14.2%
11.6%
10.9%
9.9%
This older generation knew
internet when they were an
adult. They often feel the need
to always learn to adapt with
the new technologies.
DIGITAL NATIVE
This younger generation born
and living in the internet era.
They tend to make trends in
cyberspace.
YEARS OLD
Source: APJII, Profil Internet Indonesia, December 2012
6
8. DEMOGRAPHICS BY EDUCATION
7.5%
11.3%
ELEMENTARY SCHOOL
MIDDLE SCHOOL
HIGH SCHOOL
DIPLOMA
47.9%
11.1%
20.8%
GRADUATE
POST-GRADUATE
INTERNET USERS IS
DOMINATED BY PEOPLE WITH
HIGHER EDUCATION
1.3%
Source: APJII, Profil Internet Indonesia, December 2012
8
9. DEMOGRAPHICS BY ACTIVITY
16.6%
15.3%
STUDENTS
HOUSEWIVES
COLLEGE STUDENTS
9.0%
5.8%
53.3%
UNEMPLOYMENTS
WORKERS
PROPORTION OF
HOUSEWIVES AS A
GROUP OF INTERNET
USERS CONTINUES TO
INCREASE
BECAUSE OF THE NEED
TO SOCIALIZE, SEEK
INFORMATION OR
CONDUCT A BUSINESS
Source: APJII, Profil Internet Indonesia, December 2012
9
10. DEMOGRAPHICS BY PROFESSION
21.5%
ENTREPRENEUR
BLUE COLLAR
WHITE COLLAR
BLUE COLLAR IS USING
INTERNET TO SOCIALIZE
RATHER THAN DIRECTLY
RELATED TO WORK
15.1%
63.4%
Source: APJII, Profil Internet Indonesia, December 2012
WHITE COLLAR
INTENSELY ACCESSING
THE INTERNET ANYTIME
& ANYWHERE TO OBTAIN
INFORMATION DIRECTLY
TO WORK OR
INDIRECTLY TO SELFDEVELOPMENT
10
11. DEMOGRAPHICS BY MONTHLY SPENDING
33.1%
1 - 2 MILLIONS PER MONTH
2 - 3 MILLIONS PER MONTH
> 3 MILLIONS PER MONTH
39%
INTERNET PENETRATION
IS BARELY SEGMENTED BY
ECONOMY CLASS
28%
Source: APJII, Profil Internet Indonesia, December 2012
11
14. LOCATION BY DEVICE TYPE
92%
83%
50%
24% 14% 24%
26%
16% 16%
HOME
PUBLIC PLACES
OFFICE
13% 13% 06%
11% 03% 16%
09% 14% 10%
SCHOOL/UNIV.
ON THE GO
SMART
PHONE
MALL
05%
20%
CAFE
08%
02% 05% 0%
0% 02% 0%
INTERNET CAFE
NOTEBOOK
TABLET
RESTAURANT
Source: APJII, Profil Internet Indonesia, December 2012
14
15. REASONS TO GO ONLINE
SOCIAL MEDIA
BROWSING
NEWS
DL/UL VIDEO
EMAIL
CHATTING
ONLINE GAME
VIDEO CALL
BLOG
VOIP
FILE SHARING
BUY/SELL
22.4%
18.5%
5.9%
5.3%
3.6%
2.6%
0.1%
87.8%
68.9%
68.3%
62.1%
57.9%
INTERNET USERS IN INDONESIA HAS
NOT BEEN SERIOUSLY HARNESS THE
POWER OF TECHNOLOGY FOR
PRODUCTIVE ACTIVITIES
INTERNET IS STILL LARGELY USED
JUST FOR SOCIAL MEDIA, BROWSING
OR TO FIND THE LATEST NEWS
UPDATES
Source: APJII, Profil Internet Indonesia, December 2012
15
16. INTERNET SPENDING PER MONTH
> IDR 500
IDR 450 - 500
IDR 400 - 450
IDR 350 - 400
IDR 300 - 350
IDR 250 - 300
IDR 200 - 250
0.7%
0.9%
0.4%
0.9%
1.6%
MOST PEOPLE SPEND
IDR 50,000 - IDR 100,000 PER MONTH
FOR INTERNET CONNECTION
6.9%
6%
IDR 150 - 200
IDR 100 - 150
13.7%
17.9%
28.4%
IDR 50 - 100
< 50
21.8%
IN THOUSANDS
Source: APJII, Profil Internet Indonesia, December 2012
16
18. DEMOGRAPHICS BY GENDER
29%
male
female
INDONESIA HAS ONE OF THE
HIGHEST MALE TO FEMALE
RATIO AMONG MOBILE
INTERNET USERS IN SOUTH
EAST ASIA
71%
Source: APJII, Profil Internet Indonesia, December 2012
18
19. DEMOGRAPHICS BY AGE
21%
< 18
32%
18-24
33%
25-35
> 35
INDONESIA HAS THE
YOUNGEST MOBILE INTERNET
USER BASE IN SOUTH EAST
ASIA
14%
YEARS OLD
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013
19
20. DEMOGRAPHICS BY EDUCATION
30%
29%
31%
9%
GRADUATE / POST-GRADUATE
DIPLOMA / UNDER-GRADUATE
SCHOOLING UP TO 12 YEARS
UNEDUCATED
30% OF MOBILE INTERNET
USERS IN INDONESIA ARE
GRADUATES / POSTGRADUATES
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013
20
21. DEMOGRAPHICS BY ACTIVITY
4%
4%
FULL-TIME JOB
BUSINESS
16%
ENTREPRENEUR
39%
PART-TIME JOB
STUDENT
HOUSEWIVES
RETIRED
12%
9%
16%
1/4TH OF MOBILE
INTERNET USERS IN
INDONESIA ARE
BUSINESSMEN OR
ENTREPRENEUR
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013
21
22. DOWNLOADED CONTENTS
70%
49%
GAME / APP
VIDEO
44%
MUSIC
33%
THEMES
GAME / APP IS THE MOST
DOWNLOADED MOBILE
CONTENT
Source: MMA & VSERV.mobi, The Mobile Internet Consumer Indonesia, 2013
22
23. MOBILE PHONE USERS
148.9
169.7
160.5
179
in millions
MOBILE PHONE USERS
SMARTPHONE USERS
23.8
38.5
57.7
71.6
IN 2015, SMARTPHONE
USERS IN INDONESIA
WILL REACH
71.6 MILLION PEOPLE
Source: eMarketer, April 2012
23
25. LOCATION
29% WHILE WATCHING TV
69% LYING IN BED
35% WAITING FOR SOMETHING
14% WHILE COMMUTING
6% WHILE IN A
MEETING
OR CLASS
17% SPENDING TIME
WITH FAMILY
6%WHILE IN THE
BATHROOM
5%
SOCIAL
EVENT
5%
SHOPPING
INDONESIAN PEOPLE MORE LIKELY TO
USE THEIR MOBILE PHONES WHEN THEY
WERE ALONE
IT’S CANNIBALIZING PRINT MEDIA
Source: InMobi, Mobile Media Consumption-Indonesia
25
29. SOCIAL NETWORK USED
95.7%
47.6%
37.6%
29.4%
% of respondents, Social Networks Used by Social Network Users
in Indonesia in the past week
Source: BBG and Gallup, October 2012
FACEBOOK
YOUTUBE
GOOGLE+
TWITTER
ALTHOUGH FACEBOOK IS
STILL VERY POPULAR, IT’S
POPULARITY MAY BE
DECLINING, AMONG THE
DIGITALLY SAVVY USER’S
IN LARGER CITIES WHO
ARE TURNING TO PATH
29
31. YOUTUBE
1 BILLION
UNIQUE USERS
PER MONTH
6 BILLION
VIEWS
PER MONTH
18 MINUTES
900,000
22%
TIME ON SITE
PER SESSION
HOURS OF VIDEO VIEWED
PER DAY
OF VIEWS
COME FROM MOBILE
Source: YouTube, 2013
31
35. DIGITAL BUYERS
7.4
DIGITAL BUYERS IN INDONESIA
5.9
% OF INTERNET USERS
in millions
4.6
3.1
6.7%
8%
9%
10%
BY THE END OF 2015
THERE WILL BE 7.4
MILLION DIGITAL BUYERS,
OR EQUAL TO ONLY 10%
OF INTERNET USERS
Source: eMarketer, January 2013
35
36. B2C SALES
$3.56
B2C E-COMMERCE SALES
% OF CHANGE
$2.60
13.3%
E-COMMERCE HAS NOT
TAKEN ROOT IN
INDONESIA YET,
BECAUSE OF:
$1.79
$1.04
in billions
9.8%
7.1%
Lack of delivery infrastructure
•
Unfamiliarity with online payment
•
6.7%
•
Worries about security
Source: eMarketer, January 2013
36
37. REASONS NOT TO BUY ONLINE
34.6%
21.5%
13.8%
12.7%
9,3%
6.0%
5.2%
4.7%
4.1%
4.0%
2.4%
FEAR OF FRAUD
ITEMS CAN’T BE SEEN DIRECTLY
HIGH PRICES
NOT INTERESTED/NOT NEEDED
QUALITY OF ITEMS NOT GUARANTEED
DO NOT KNOW HOW
NOT PRACTICAL
ITEMS DO NOT MATCH THE OFFER
ITEMS ARE NOT IN ACCORDANCE TO ANYONE’S LIKING
ITEMS DO NOT MATCH THE PICTURE
PROCESS IS LONG
Source: APJII, Profil Internet Indonesia, December 2012
37
39. MOST USED E-COMMERCE SITES
SITES USED TO MAKE ONLINE PURCHASE
FACEBOOK
KASKUS
DISDUS
TOKO BAGUS
DEAL KEREN
AMAZON
E-BAY
BHINNEKA
MULTIPLY
BLIBLI
TOKOPEDIA
OTHER
19.5%
13.6%
11.9%
8.9%
8.5%
5.5%
4.7%
4.7%
3.8%
22.5%
50%
49.2%
MAJORITY OF DIGITAL BUYERS STILL
PREFER PEER-TO-PEER
MARKETPLACE,
SELLER AND BUYER NEGOTIATE
THROUGH ANY NUMBER OF
NETWORKS, INCLUDING REGULAR
PHONE CALL OR SMS, FACEBOOK,
BBM, WHATSAPP AND TWITTER
Source: Veritrans and DailySocial, eCommerce in Indonesia, August 2012
39