1. Smartphones have become indispensable to daily life in urban Indonesia, with 61% smartphone ownership and over 5 hours of daily usage on average. 2. Indonesians make 46 app/website visits per day across 16 different properties on their smartphones. Mobile usage is highest during commuting and lunch breaks. 3. Online search plays a key role in consumers' purchase processes. While offline channels are still important, search engines and online research are increasingly influential for product research across various categories like travel, apparel and hair care.

1. Digital Habits of the
Urban Indonesian
Consumer
September 2015

2. Indonesia: A Key Market for ‘the Next Billion’
Digital usage
(from Consumer Barometer*)
Internet usage: 41.2%
PC category: 15.4%
Mobile phone: 85.2%
Smartphone: 43.3%
population
250m(world’s #4)
GDP
$900b
of islands
1,000s
Top 10 biggest cities by population size
(from 2010-2020)
2010
2020 (estimate)
Sumatra Kalimantan
Java
Sulawesi
1.9m
2.4m
1.4m
1.7m
11.9m
11.9m
1.4m
1.7m
0.8m
1.1m
1.7m
1.9m
2.8m
3.0m
0.8m
0.9m
1.5m
2.0m
Population size
(million)
Medan
Palembang
Tangerang
Bogor
Jakarta
Bandung Malang
Surabaya
Makassar
Papua
Moluccas
Semarang
1.6m
2.0m
Source: World Bank, Euromonitor, Google Consumer Barometer * www.consumerbarometer.com

3. Study Background & Methodology
Understand the accurate
user profile and media
consumption data in urban
Indonesia
Capture detailed online
behaviour and purchase
journey especially through
mobile devices using a
integrated behavior tracking
method
Module 1
Establishment survey
Face-to-face interviews to understand
media landscape and consumer media
consumption in urban area
Module 2
Passive meter tracking
Meter-based in-depth behavior tracking to
capture consumer journey in 3 key
product categories (travel, apparel, hair-
care goods)
Background Methodology
Age 18-55
Have at least one connected device
Opt-in panel with customers

4. Methodology Details
Module 1
Establishment survey
Module 2
Passive meter tracking
• Installing tracking meters “GfK LEOtrace®”
(PC,
smartphone, tablet) to opt-in samples of the
establishment survey
• n=600 (opt-in samples aged 18-55)
• Collecting behavioral data (site visit, app usage,
etc.) and tracking purchase activities for 3
categories via quick mobile survey for 3 months
• Capturing purchase journey during the field
time by mobile diaries and exit survey
n=600 opt-in sub-samples
• Face-to-face interviews in 5 urban cities
(Jakarta, Bodetabek, Bandung, Semarang,
Surabaya)
• n=2,500 (urban population representative)
• Collecting user data on demographics, media
consumption, attitudes, brand
preference/purchasing, etc.
n=2,500 in urban areas

5. Mobile device usage is ubiquitous with a wide variety of apps and websites
used throughout the day. Communication is a highlight of smartphone use.
Executive Summary
Smartphones have become an indispensable part of daily lives in Indonesia.
Smartphone usage is currently at 61% in urban cities.
Smartphones have transformed consumer behaviour. Users make as many
46 app/sites visit a day through interaction with 16 different properties.
Online search is a very important part of the purchase process and plays a
key role in decision making.
The purchase journey is complex but in most cases start with search. The
pathways varies by product category but final purchase is made still
predominantly offline in Indonesia.

6. 1. Smartphones are indispensable part of
Indonesians’ daily lives
Module 1: Establishment survey

7. Smartphones are used widely and heavily
throughout the day
Usership*
61%
5.5
Hours
per day
Usership* 17%
1.8Hours
per day
Source: Google GfK Indonesia Digital Tracking Study, Nov - Dec 2014.
Base: All Respondents n = 2500
* Sample base in this section:
Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 1 (establishment survey)
Smartphone
PC

8. Smartphone usage is high throughout the day,
peaks at noon and evening
Media consumption through the day
Early morning Morning Noon Afternoon Early evening Evening Midnight
Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014.
Base: All Respondents n = 2500 ; A1. At what time do you usually use these devices/media on weekdays (Monday to Friday)? A1.1 At
what time do you usually use these devices/media on Saturday? A1.2 At what time do you usually use these devices/media on
Sunday?

9. Smartphones dominate with regard to all online
activities except productivity
Activity share across devices – Weekdays (%)
Entertainment
Information-seeking
Shopping
Communication
Productivity
Social
Source: Google GfK Indonesia Establishment Study, Nov – Dec 2014.
Base: All Respondents n = 2500 ; F1, F2, F3, F4, F5 At what time do you usually use these activities that you do with your device on
weekdays (Monday to Friday)?

10. 2. Online usage is ubiquitous
Module 2: Passive meter tracking

11. Online usage is ubiquitous with a wide variety of
apps and sites used throughout the day
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base: Total users tracked: n = 633
Total visits to apps
and sites per day
46
Unique apps / sites
used per day
Days active in a
month
16 26
* Sample base in this section:
Indonesian consumers in 5 big cities (Jakarta, Bodetabek, Bandung, Semarang, Surabaya) participating in Module 2 (passive tracking)

12. App usage much higher among the younger group
and also have higher engagement
36%
18-26
yrs old
# hours spent on device
per active day
1.8 3.8 5.3
27
26
27
# active days
in a month
50
42
43
# App / domain visits
per active day
43%
27-36
yrs old
27%
37-46
yrs old
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base: Total users tracked: n = 633
1.7 4.6 6.2
0.3 4.2 4.9
Age Group

13. Mobile usage is highest during commuting and
lunch, PC usage stays low throughout the day
Smartphone
Tablet
PC
Commuting
Lunch
Commuting
Site / App Usage by Device
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20

14. Communication and Productivity categories lead
online usage. Search & Entertainment large on PCs
Share of
visits
Reach of Categories Share of visits By device
Usage by category of apps / websites
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Base n = 633 ; Smartphone users: n = 586 | Tablet users: n = 51 | PC users: n = 20

15. 3 . Online research is a very important part of
the purchase process
Module 2: Passive meter tracking

16. Offline touchpoints are important but online
sources are also becoming key in product research
Reach of offline touchpoints (claimed in surveys) Reach of online touchpoints (passive tracking)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Offline touchpoints: Base: All Respondents n = 2500
Online touchpoints: Total users tracked: n=245 (Travel), n=379 (Apparel), n=297 (hair-care) (weighted)
Media touchpoints in purchase journey
Hair-care (%)Apparel (%)Travel (%)

17. Aggregator, Search and Booking sites are
actively accessed
Reach of categories (%) Touchpoints
Avg. # different
visited per user
Visits
Avg. # in category
per user
Time (mins)
Avg. time spent on
category per user
Share of visits (%)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
Online media visits: Travel Category

18. Consumers spend substantially more time on
retailer sites and search engines
Reach of categories (%) Touchpoints
Avg. # different
visited per user
Visits
Avg. # in category
per user
Time (mins)
Avg. time spent on
category per user
Share of visits (%)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
Online media visits: Apparel Category

19. In hair care generally online sites reach is still
low, search engines most prominent
Reach of categories (%) Touchpoints
Avg. # different
visited per user
Visits
Avg. # in category
per user
Time (mins)
Avg. time spent on
category per user
Share of visits (%)
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
Total users tracked: n=245 (Travel), n=379 (Apparel) , n=297 (hair-care) (weighted)
Online media visits: Hair-care Category

20. 4 . Purchase journey is complex but
in most cases start with search
Module 2: Passive meter tracking

21. Travelers exhibit complicated and fragmented
online journey but search is a key startpoint
Online journey map for Travel purchase
N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage
intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)
Start
Airline Company
Travel
Aggregator
and Information
Social Media
Travel Booking
Transportation
Search Engine
Air Asia .comGaruda Indonesia
.com
Lion Air .com
PegiPegi.com
Agoda.com
Traveloka .com
Social network
Wego.com
Aneka Tempat Wisata.com
Blogspot .com
Travel Detik.com
Zomato .com
Lewat Mana .
com
Ini Tempat Wisata .com
Trip Advisor.com
Aroengbinang
Travelog .com
Kompas Travel.com
TripAdvisor App Trackpacking .com
Wikimapia .
com
Kereta-api .com
Google .com
Bali Getaway
Indonesia .com
Nusa Trip.com
Tiket.com
Booking.com

22. Apparel journeys are more simple and concentrated in
retailer sites but again linked to search
Online journey map for Apparel purchase
Start
PinkEmma.com
Bukalapak.com
Kaskus.com
Blanja.com
Berrybenka.
com
Lazada.com
Zalora App
Tokopedia
.com
OLX.com
Zalora.com
Social network
Information sites
Social Media
Retailer
Search Engine
Google.com
N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage
intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)

23. Hair-care journeys when they happen are complex
and strong on info site , but linked to search
Online journey map for Hair-care purchase
Start
Information sites
Social Media
Retailer
Brand sites
Search Engine
Olshopmurah.com
NyunyuHaiStyle.com
Femaledaily.com
Tokopedia.com
Elevenia.com PomadeIndonesia.com
jual-pomade.com
murrayspomade.com
Google.com
Social network
AylaCream.com
Hairfashion.com
MyLovelyHair.com
Glamrs.com
Blogspot.com
Zonakesehatan.com
carakata.blogspot.com
Berjibaku.com
Dove.com
Hair
styletrends.
com
N.B. 1) Nodes are sized by reach of the touch point; 2) Chart shows important transitions only: 3) The thickness of the line shows the usage
intensity of these transitions; 4) Only websites with reach >5 users and PIs > 3 are displayed.
Source: Google GfK Indonesia Digital Tracking Study, Nov 2014 - Feb 2015.
n=106 Panelists and 5.967 relevant logs (at least 2 Touchpoints visited and >= 5 relevant Events)

24. Implications for Marketers
Consumers in urban Indonesia have fully moved to mobile
All businesses need to follow consumers onto mobile
Search is a key component of a successful mobile strategy
Businesses should create a seamless experience between online
and offline
The purchase journey is complex. Businesses need to ensure that
they are present at all stages of the journey

25. Sample details

26. Cities covered Occupation
40%
27 – 36
37 – 46 46 plus
18 – 26
32%
20% 9%
51%
49% low
(<2-3mn)
13% 53%
high
(5-15mn+)
33%
Gender Age SEC
Monthly Personal
Income (IDR)
8%
Student
27%
Breadwinner
24%
Housewife
10%
Senior Citizen
17%
First-jobber
15%
Working
Mom
Jakarta
n=500
Semarang
n=507
Bandung
n=449
Surabaya
n=553
Bodetabek
n=507
Urban middle class (A/B/C1) aged 18-55 across 5 big cities in Indonesia
Establishment Survey (Module 1) : Sample Overview
medium
(3-5mn)

27. Passive Meter Tracking (Module 2) : Sample Overview
Cities covered Occupation
36%
27 – 36
37 – 46 46 plus
18 – 26
34%
27% 3%
46%
54% low
(<2-3mn)
13%
medium
(3-5mn)
81%
high
(5-15mn+)
6%
Gender Age SEC
Monthly Personal
Income (IDR)
Jakarta
n=276
Semarang
n=40
Bandung
n=63
Surabaya
n=76
Bodetabek
n=179
Bulk of the sample from Jakarta and Bodetabek
15%
Student
32%
Breadwinner
15%
Housewife
3%
Senior Citizen
19%
First-jobber
17%
Working
Mom

28. Passive Meter Tracking Sample Composition
Qualification:
• PC: > = 3 active days
• Smartphone : >= 6 active days
• Tablet: >= 7 active days
Sub sample qualification:
• Those expecting purchase in
each product category in next 3
months
• Samples with extremely low
activity during the whole field
time (less active days than the
tenth percentile) are excluded
Reflects the Indonesian population in
5 big cities
(n=633)
(n=2,500)
Hair-care
sub-sample
(n=297)
Apparel
sub-sample
(n=379)
Travel
sub-sample
(n=245)
Establishment
survey
Internet
users
Tracking
samples

29. © Google 2015