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Youth Indonesia Digital landscape 2014 - 2015

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Danny Oei Wirianto
Danny Oei Wirianto

The power point explain about on how big is the potential of Indonesia youth digital market in 2014-2015 and understanding youth's behaviors and habits from social to commerce - GDP Venture

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How to reach the community? Indonesian @Dwirianto
Portfolio based on Industries PLATFORM Enabling Seamless Connectivity AD TECHNOLOGY PAYMENT COMMUNITY/MEDIA Leverage The Power of Community FORUM ENTERTAINMENT Provide value-added RADIO COMMERCE Enhance Economic Growth via e-Commerce
OVERVIEW
Total Addressable Market: Indonesia
Snapshot 255,461,124 Total Population 83,600,000 Internet Users (4th world rank) (6th world rank) 69,000,000 Facebook Users 51% Urban & 49% Rural 33% Internet Penetration 27% Facebook Penetration (3rd world rank) 281,963,665 Active Mobile Subscription 112% Mobile Subscription Penetration Source: Indonesia Central Statistic Bureau; eMarketer; WeAreSocial
Internet Indicators 5H 27M Avg Time That Internet Users Spend Using The Internet Each Day Using Desktop/Notebook 14% Mobile Internet Penetration of Total Population 2H 30M Average Time Mobile Internet Per Day Source: Global Web Index; US Cencus Bureau; WeAreSocial
YOUTH BEHAVIOR AND HABITS
Consumer Journey from Discovery to Purchase
Youth Indonesia Digital landscape 2014 - 2015
Youth Indonesia Digital landscape 2014 - 2015
Youth Indonesia Digital landscape 2014 - 2015
60-65 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 2.5% 3.1% 6.0% 9.1% 10.1% 10.9% 11.8% Source: APJII, Profil Internet Indonesia, December 2012 14.2% 11.6% 10.9% 9.9% DIGITAL IMMIGRANT 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 DEMOGRAPHICS BY AGE
DEMOGRAPHICS BY AGE 60-65 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 2.5% 3.1% 6.0% 9.1% 10.1% 10.9% 11.8% Source: APJII, Profil Internet Indonesia, December 2012 14.2% 11.6% 10.9% 9.9% YEARS OLD DIGITAL USERS IS DOMINATED BY YOUNGER GENERATION 12-34 YEARS OLD (58.4%)
Entertain Me! Curious Hear Me Out! In Group Easy. I am Lazy What is in it for me? BEHAVIORS
HABITS
SOCIAL MINDSET
Mobile Situation
Mobile Stats 281,963,665 Active Mobile Broadbands Subscription 32% Mobile Broadbands Subscription of Total Population 52M Active Social Media Users Accessing from Mobile Device 21% Penetration of Mobile Social from Total Population Source: US Census Bureau; WeAreSocial
Mobile Subscription 281,963,665 Active Mobile Subscription Prepaid Users of Total Mobile Subscription Post Paid Users of Total Mobile Subscription 3G Connection of Total Mobile Subscription 22% 1% 99% 0% 20% 40% 60% 80% 100% 120% Source: GSMA Intelligence; WeAreSocial
Smartphone User Behavior 95.867.646 Smartphone Users Smartphone Penetration as % of Total Mobile Subscription Smartphone Users Searching for Local Information Smartphone Users Researching Product/Service from Their Phone Smartphone Users Who Have Purchased from Their Phone 57% 94% 95% 34% Source: Google Our Mobile Planet; WeAreSocial; eMarketer Indonesia Online
Smartphone User Behavior
69% LYING IN BED Smartphone User Behavior 35% WAITING FOR SOMETHING 29% WHILE WATCHING TV 14% WHILE COMMUTING 6% WHILE IN WHILE IN A MEETING OR CLASS THE BATHROOM 6% INDONESIAN PEOPLE MORE LIKELY TO USE THEIR MOBILE PHONES WHEN THEY WERE ALONE 17% 5% SPENDING TIME WITH FAMILY SOCIAL EVENT 5% SHOPPIN G ITS CANNIBALIZING PRINT MEDIA Source: InMobi, Mobile Media Consumption-Indonesia
50% LOCATION BY DEVICE TYPE 83% 24% 14% HOME PUBLIC PLACES OFFICE 92% SCHOOL/UNIV. ON THE GO MALL CAFE INTERNET CAFE RESTAURANT Source: APJII, Profil Internet Indonesia, December 2012 24% 16% 16% 26% 13% 13% 06% 11% 03% 16% 09% 14% 10% 05% 20% 08% 02% 05% 02% SMART PHONE NOTEBOOK TABLET 0% 0% 0%
ADVERTISING FORUM
Indonesia: No.1 Growth Market for Digital Ad Spend in APAC, Set to Overtake India Digital Ad Spend: 2013-2018 USD BN 15.5 2.1 0.6 0.2 19.0 2.3 0.8 0.4 22.4 2.4 1.0 0.7 25.1 2.6 1.2 1.2 27.3 2.7 1.5 1.9 29.2 2.9 1.8 2.9 30 22 4 2 0 China South Korea India Indonesia 2013 2014 2015 2016 2017 2018 Digital Ad Spending Growth Rate: 2013-2018 70.0% 36.0% 75.0% 72.0% 66.0% 60.0% 50.0% 33.0% 20.0% 13.9% 8.4% 80% 60% 40% 20% Digital Ad Spend in Indonesia is expected to grow from USD 0.2 BN in 2013 to USD 2.9 BN in 2018 at 68% CAGR Notes 1. Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising 2. China excludes Hong Kong 7.0% 8.0% 5.0% 0% 2013 2014 2015 2016 2017 2018 China South Korea India Source eMarketer, Jun 2014 Source eMarketer, Jun 2014 CAGR: 64% CAGR: 25% CAGR: 7% CAGR: 13%
Youth Indonesia Digital landscape 2014 - 2015
Commerce
Top Online Shopping Sites in Indonesia Online Forum & Classified B2C Marketplace Source: TechInAsia Popular Shopping Online In Indonesia
E-Commerce Competitive Map Source: www.acommerce.asia
B2C eCommerce Sales in Indonesia 0.56 1.04 1.79 Source: eMarketer Digital Buyer Penetration Across APAC 2.6 15.40% 13.30% 9.80% 7.10% 2011 2012 2013 2014 Includes travel, diigital download and event tickets purchased via any digital channel (including online, mobile & tablet exclude gambling *in billion US$ Percentage of change Sales (in billions)
Indonesia Digital Buyer Top Three Drivers Of Online Shopping Look at the products online before purchasing in store Read online reviews prior to purchasing products Research product online prior to purchasing Source: eMarketer; Nielsen Global Survey of E-Commerce (Q1 2014)
Most Purchased Products 24% 43% 39% Fashion Gadget Electronics Book & Magazine Source: Google Indonesia dan TNS Indonesia e-Commerce Survey 2014 46% 78% Groceries
Payment Trasfer Klik BCA Credit Card Source: DailySocial; eMarketer NOTE Age 15+ include ATM payments, transfer of funds electronically to a specific bank account; transfer of money using the banks proprietary electronic payment network Companies like JNE, First Logistics and RPX are among the first to offer cash on delivery (COD) solution for e-commerce BANK TRANSFER IS THE MOST POPULAR PAYMENT SYSTEM 30% 24% 41% 70% COD
Online Shopping Considerations RECENT ONLINE SHOPPER Prefer to save time rather 72% 61% Source: Google Indonesia and TNS Indonesia e-Commerce Survey 2014 64% 66% than save money No Need to travel Deliver directly to their address Easy to compare with other products
Online Shopping Considerations NON RECENT ONLINE SHOPPER If Cheaper than Offline Store 67% Source: Google Indonesia and TNS Indonesia e-Commerce Survey 2014 42% 40% 38% Not sure about product quality Lack of Security Less ability to touch products
Youth Indonesia Digital landscape 2014 - 2015
Thank You @Dwirianto

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Youth Indonesia Digital landscape 2014 - 2015

  • 1. How to reach the community? Indonesian @Dwirianto
  • 2. Portfolio based on Industries PLATFORM Enabling Seamless Connectivity AD TECHNOLOGY PAYMENT COMMUNITY/MEDIA Leverage The Power of Community FORUM ENTERTAINMENT Provide value-added RADIO COMMERCE Enhance Economic Growth via e-Commerce
  • 5. Snapshot 255,461,124 Total Population 83,600,000 Internet Users (4th world rank) (6th world rank) 69,000,000 Facebook Users 51% Urban & 49% Rural 33% Internet Penetration 27% Facebook Penetration (3rd world rank) 281,963,665 Active Mobile Subscription 112% Mobile Subscription Penetration Source: Indonesia Central Statistic Bureau; eMarketer; WeAreSocial
  • 6. Internet Indicators 5H 27M Avg Time That Internet Users Spend Using The Internet Each Day Using Desktop/Notebook 14% Mobile Internet Penetration of Total Population 2H 30M Average Time Mobile Internet Per Day Source: Global Web Index; US Cencus Bureau; WeAreSocial
  • 8. Consumer Journey from Discovery to Purchase
  • 12. 60-65 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 2.5% 3.1% 6.0% 9.1% 10.1% 10.9% 11.8% Source: APJII, Profil Internet Indonesia, December 2012 14.2% 11.6% 10.9% 9.9% DIGITAL IMMIGRANT 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 DEMOGRAPHICS BY AGE
  • 13. DEMOGRAPHICS BY AGE 60-65 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 2.5% 3.1% 6.0% 9.1% 10.1% 10.9% 11.8% Source: APJII, Profil Internet Indonesia, December 2012 14.2% 11.6% 10.9% 9.9% YEARS OLD DIGITAL USERS IS DOMINATED BY YOUNGER GENERATION 12-34 YEARS OLD (58.4%)
  • 14. Entertain Me! Curious Hear Me Out! In Group Easy. I am Lazy What is in it for me? BEHAVIORS
  • 18. Mobile Stats 281,963,665 Active Mobile Broadbands Subscription 32% Mobile Broadbands Subscription of Total Population 52M Active Social Media Users Accessing from Mobile Device 21% Penetration of Mobile Social from Total Population Source: US Census Bureau; WeAreSocial
  • 19. Mobile Subscription 281,963,665 Active Mobile Subscription Prepaid Users of Total Mobile Subscription Post Paid Users of Total Mobile Subscription 3G Connection of Total Mobile Subscription 22% 1% 99% 0% 20% 40% 60% 80% 100% 120% Source: GSMA Intelligence; WeAreSocial
  • 20. Smartphone User Behavior 95.867.646 Smartphone Users Smartphone Penetration as % of Total Mobile Subscription Smartphone Users Searching for Local Information Smartphone Users Researching Product/Service from Their Phone Smartphone Users Who Have Purchased from Their Phone 57% 94% 95% 34% Source: Google Our Mobile Planet; WeAreSocial; eMarketer Indonesia Online
  • 22. 69% LYING IN BED Smartphone User Behavior 35% WAITING FOR SOMETHING 29% WHILE WATCHING TV 14% WHILE COMMUTING 6% WHILE IN WHILE IN A MEETING OR CLASS THE BATHROOM 6% INDONESIAN PEOPLE MORE LIKELY TO USE THEIR MOBILE PHONES WHEN THEY WERE ALONE 17% 5% SPENDING TIME WITH FAMILY SOCIAL EVENT 5% SHOPPIN G ITS CANNIBALIZING PRINT MEDIA Source: InMobi, Mobile Media Consumption-Indonesia
  • 23. 50% LOCATION BY DEVICE TYPE 83% 24% 14% HOME PUBLIC PLACES OFFICE 92% SCHOOL/UNIV. ON THE GO MALL CAFE INTERNET CAFE RESTAURANT Source: APJII, Profil Internet Indonesia, December 2012 24% 16% 16% 26% 13% 13% 06% 11% 03% 16% 09% 14% 10% 05% 20% 08% 02% 05% 02% SMART PHONE NOTEBOOK TABLET 0% 0% 0%
  • 25. Indonesia: No.1 Growth Market for Digital Ad Spend in APAC, Set to Overtake India Digital Ad Spend: 2013-2018 USD BN 15.5 2.1 0.6 0.2 19.0 2.3 0.8 0.4 22.4 2.4 1.0 0.7 25.1 2.6 1.2 1.2 27.3 2.7 1.5 1.9 29.2 2.9 1.8 2.9 30 22 4 2 0 China South Korea India Indonesia 2013 2014 2015 2016 2017 2018 Digital Ad Spending Growth Rate: 2013-2018 70.0% 36.0% 75.0% 72.0% 66.0% 60.0% 50.0% 33.0% 20.0% 13.9% 8.4% 80% 60% 40% 20% Digital Ad Spend in Indonesia is expected to grow from USD 0.2 BN in 2013 to USD 2.9 BN in 2018 at 68% CAGR Notes 1. Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising 2. China excludes Hong Kong 7.0% 8.0% 5.0% 0% 2013 2014 2015 2016 2017 2018 China South Korea India Source eMarketer, Jun 2014 Source eMarketer, Jun 2014 CAGR: 64% CAGR: 25% CAGR: 7% CAGR: 13%
  • 28. Top Online Shopping Sites in Indonesia Online Forum & Classified B2C Marketplace Source: TechInAsia Popular Shopping Online In Indonesia
  • 29. E-Commerce Competitive Map Source: www.acommerce.asia
  • 30. B2C eCommerce Sales in Indonesia 0.56 1.04 1.79 Source: eMarketer Digital Buyer Penetration Across APAC 2.6 15.40% 13.30% 9.80% 7.10% 2011 2012 2013 2014 Includes travel, diigital download and event tickets purchased via any digital channel (including online, mobile & tablet exclude gambling *in billion US$ Percentage of change Sales (in billions)
  • 31. Indonesia Digital Buyer Top Three Drivers Of Online Shopping Look at the products online before purchasing in store Read online reviews prior to purchasing products Research product online prior to purchasing Source: eMarketer; Nielsen Global Survey of E-Commerce (Q1 2014)
  • 32. Most Purchased Products 24% 43% 39% Fashion Gadget Electronics Book & Magazine Source: Google Indonesia dan TNS Indonesia e-Commerce Survey 2014 46% 78% Groceries
  • 33. Payment Trasfer Klik BCA Credit Card Source: DailySocial; eMarketer NOTE Age 15+ include ATM payments, transfer of funds electronically to a specific bank account; transfer of money using the banks proprietary electronic payment network Companies like JNE, First Logistics and RPX are among the first to offer cash on delivery (COD) solution for e-commerce BANK TRANSFER IS THE MOST POPULAR PAYMENT SYSTEM 30% 24% 41% 70% COD
  • 34. Online Shopping Considerations RECENT ONLINE SHOPPER Prefer to save time rather 72% 61% Source: Google Indonesia and TNS Indonesia e-Commerce Survey 2014 64% 66% than save money No Need to travel Deliver directly to their address Easy to compare with other products
  • 35. Online Shopping Considerations NON RECENT ONLINE SHOPPER If Cheaper than Offline Store 67% Source: Google Indonesia and TNS Indonesia e-Commerce Survey 2014 42% 40% 38% Not sure about product quality Lack of Security Less ability to touch products