Beruflich Dokumente
Kultur Dokumente
Indonesia
April 2016
Syarifah Nadia S Azizan (syanas)
3 Why Indonesia
79 Next Steps
Sources: Jakarta Globe Your City Your World, Majalah Detik Indonesia 2015: Jokowi Selepas 100 Hari - Jokowi betul-betul
sendirian
11 Brief Overview of Indonesia
Population:
250 million Projected GDP growth:
(4th largest population in the Worlds largest Muslim 5.3% (2014) 5.8% (2015)
world) majority country
Archipelago nation of
17,000+ islands stretching Worlds 3rd Largest democracy GDP: $868.3billion
5,150km
255 million people (58% live in Java)
74 million people in the middle-class
88.1 million active internet users
>17,000 islands
and afuent consume (MAC) segment
79 million active social media users
300 distinct ethnic groups (15 major)
43.3% of population Below 25 age
318.5 million mobile connections
5 major religions
group (median age 29.2)
(subscriptions)
4th most populous nation
Largest producer of natural resources
85.2% mobile phone penetration
(e.g. petrol, palm oil)
46% live in rural areas
15.4% PC penetration
$900B GDP
93.9% Literacy rate
Worlds most populous Muslim country
High birth rate
Source: http://www.indexmundi.com/indonesia/demographics_prole.html
https://www.techinasia.com/talk/digital-southeast-asia-q4-2015/
Consumer Barometer
Indonesia has an interdependent, high power-distance
Proprietary + Condential
1 culture
Sense of Identity
Connections & Contacts
INSIGHT
2
president for Indonesia.
Wind of Change
$769
fuel subsidies in the country (BMM), which led to savings of
230 trillion rupiah ($18 billion) which could be rechanneled to mln
infrastructure, health and education plans.
The worlds largest Muslim-majority nation and democracy - since the Charlie Hebdo attacks the media has
put a spotlight on the dichotomy of Islam-Terrorism. Jokowi sees Indonesia to be an example of moderate
Islam and in Indonesia, Islam and Democracy can go together.
With a long term vision and plans to improve education and infrastructure, Indonesia is poised for growth.
Sources: Jokowi after 100 days CNN ,Amanpour,McKinsey Global Institute: The Archipelago economy: Unleashing
Indonesias potential, 2012
2 Indonesia, A Short History
Trade with nations such as China and A long period of colonization began in the 16th In 1942 the Japanese took control
India rst brought Hinduism and century, when Portuguese gained control over Melaka of Indonesia. Toward the end of
Buddhism to Indonesia before Islam in search for Indonesian spices. Less than a century WWII, the Japanese withdrew and
was introduced by the Persian traders & later Indonesia was colonized by the Dutch. The VOC Sukarno, Indonesias future rst
spiritual teachers. Sriwijaya was the (Dutch East Indian Company) presided over president and then nationalist youth
prominent maritime empire for 6 Indonesia, gradually expanding its reach despite leader, pronounced Indonesias
centuries, and dissolved in the 13th intermittent disruptions from the British and native independence on 17 August 1945.
century.
Indonesians.
Source: http://www.localhistories.org/indonesia.html
3 Why Indonesia?
83.6 MILLION*
48.4% 51.6%
Whos Online?
58%
female
are aged between
male 16 and 34 years
37%
95% 47%
never search or buy
with higher
education*
34%
32%
100 million
Internet users by
14%
Aug 2016
MALAYSIA
THAILAND
SINGAPORE
BRUNEI
PHILIPPINES
VIETNAM
CAMBODIA
SE ASIA
LAOS
INDONESIA
Source: https://www.techinasia.com/talk/digital-southeast-asia-q4-2015
4 However, the consumer class is growing rapidly
Sources:
Consumer Insights Indonesia, McKinsey & Company;
Indonesia Country Factle, Euromonitor
4 And ID is a key market for the Next Billion users
Net growth in smartphone install base 2014-2018
Millions
Very
low
Low
tablet
Lower
middle
Upper
middle
PC
Social has 94% reach,
High
with Path leading in
visits per user
36% of users are under 26. 3 of 10 top apps used
Phone and tablet usage Middle class (annual income>$3k)
Younger (18-26) users are exclusively chat
far outweigh PC usage
has grown to over 55% today
spend the most time apps
Key consumers are the GDP will be 4th largest in the
online, using their phones Communication takes
urban middle class, world by 2030
>6 hours a day.
the largest share of
concentrated in the four This group is very aspirational --
There are almost 10% online activity (33%)
main islands of Java, they are brand and status
more female users than
Sumatra, Kalimantan, and conscious. Leisure and culture
male
Sulawesi.
expenditure is predicted to rise
6.1% per annum until 2050.
4 What do Indonesians do online?
Top 10
Most Popular Apps
Blackberry Messenger
Facebook
LINE
WhatsApp Messenger
Google Chrome
Clash of Clans
Instagram
UC Browser
YouTube
Opera Mini
Sources: eMarketer, Worldpay, January 17, 2014, eMarketer Payment Methods share of eCommerce Transactions Google Confidential and Proprietary
Google in Indonesia.
6 Deep Dive: Search
10.6> Million
Largest Search
Engine in
of users primarily search
on
Indonesia, with
71% of the
Smartphone
owners searching
on their phone
every day.
70% of queries have no exact-matched Keywords! huge
Opportunity to reach consumers at the moment of intent
Sources: eMarketer, 2012, Warc 2011
Google Confidential and Proprietary
7 Deep Dive: Display and YouTube
Sources: eMarketer, We are Social, Oct 2012, Jan 2014, veserv/mobi/insights, The Mobile Internet Consumer
report,eMarketer April 2012 Google Confidential and Proprietary
8 Deep Dive: Mobile Apps
Google Play Largest Android App Store.
In Dec 2014, local telco indosat announced that it is now providing direct
carrier billing to its users to buy apps from the Play store.
Users can do this by setting up the payment options on the Google
Play Store and choosing enable indosat billing.
Allows for greater exibility in purchasing these Apps.
Sources: eMarketer, Tech in Asia Google Play Store Pakai Pulsa Indosat
Google Confidential and Proprietary
People use devices to keep connected, stay entertained, and buy stuff
Social and Communications Entertainment Users listen to music and radio, watch
videos and tv, and play games on their
WhatsApp penetration is at 45% LINE at devices.
31%
70% of ID internet users are watching
Facebooks 4th largest user base
online videos
globally, Paths largest base
YT watchtime has increased 130%
61% of online mobile users time is spent
YOY, 250% on mobile in fact YT usage
on social networking.
is nearly as high in metro as in non-
metro areas
E-commerce USD2 billion e-commerce Upgrades & Customizations Device improvement products are
E-commerce sales in APAC sales in 2013 frequently used. Power banks for
charging on the go are popular, as well
Digital buyer penetration is as file manager apps.
11% of total internet users in
2014 Lack of security is common as
Indonesians like to share devices with
Purchase journeys are family members and friends.
complicated, but search is a Indonesians rarely lock phones or
Indonesia lags behind other countries but has key touchpoint utilize passcodes. Parents also want to
large room for growth monitor childrens mobile activity.
9 Next Steps
Indonesias economy holds a great promise in the years ahead,
with its size, youth, diversity and geographic location at the heart
of the world economys most dynamic region will oer
signicant potential for investors and companies.
Sources: McKinsey Global Institute: The Archipelago economy: Unleashing Indonesias potential, 2012 Google Confidential and Proprietary
Terima Kasih!
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