INDONESIAN ONLINE CONSUMER BEHAVIOR 2016By Sutrisno Yao S.Kom M.TI

Indonesian Online Shopping Demographic

• Mostly centralized in Jakarta (the capital city of Indonesia) and other 3 big cities (Surabaya, Bandung, Medan).

• Most of them are women (53%).• Most of then are between 24-30 years old (33%) and 18-

23 years old (23%).• Most of the men shop online after 8 pm while women

between 10–12am.

Top 5 Products

5 Product categories• Travel products (Hotel and Airline Tickets)• Fashions (Apparels and Accessories)• Gadgets (Smartphones and Tablets)• Electronic products• E-books

Travel services are the most commonly purchased items online in Indonesia.

Online Review plays important role• Indonesia digital consumers enjoy going online to shop

especially when it comes to read online reviews and product research as they view the internet as a means of checking out products to inform their offline purchases.

Concerns on shopping online

Source: Nielsen Global Survey of E-Commerce, Q1 2014

Concerns on shopping online

Credit card security remains a key concern. Consumers are really cautious when it comes to providing credit card information online. Six of ten consumers (60%) say that they do not trust giving their credit cards information online. Other concerns on online shopping include the shipping cost (50%), and confusion over how shopping website works (49%) (see previous chart).

Reasons to shop online

72% Online shoppers chose Online because they want to save time rather than save money

It’s Mobile Era

“Internet penetration in Indonesia has been increasing since 2010. By now, around a third of the population of the big cities have ever accessed internet within the past 3 months, “notes Anil Antony,Executive Director, Consumer Insights in Indonesia. “Along with it, ecommerce retailers’ product and service offerings have evolved significantly in recent years as the popularity of online shopping has increased. Consumers are going online and they are increasingly searching out online channels to research and purchase the products and services they need and want.”

It’s Mobile Era

When it comes to devices most frequently used to shop online, the use of mobile phones for online shopping is growing in popularity. More than six out of ten consumers (61%) will use their mobile phones most frequently to shop online while more than half (58%) will use their computers. Tablet usage is also gaining traction as a means of accessing online retail sites with more than one third (38%) consumers saying that they will use tablet to shop online.

Source: Nielsen Global Survey of E-Commerce, Q1 2014

It’s Multi Loyalty Era• After knowing all of the facts (previous slides), In

conclusion , It’s multi loyalty era in online shopping! • Because consumers will find the e-commerce provider

which can fulfill what they really want :• Fast (time saving).• Secure• Easy to use• Got good reviews• Mobile friendly

So whenever the e-commerce provider they’re using can’t fulfill it, they will turn to other providers easily because there are many e-commerce providers in Indonesia.

References• https://www.marketingtechblog.com/men-vs-women-onlin

e-shopping/

• http://megahindra.blogspot.co.id/2014/10/produk-barang-paling-laku-dijual-online.html

• http://www.beritasatu.com/digital-life/242786-riset-perempuan-lebih-sering-belanja-online.html

• http://www.nielsen.com/id/en/press-room/2014/indonesian-consumers-flock-online-to-purchase-products-and-services.html

• http://www.bintang.com/lifestyle/read/2264762/5-alasan-kenapa-orang-lebih-suka-belanja-online

• http://startupbisnis.com/5-perilaku-konsumen-e-commerce-indonesia-yang-menarik-untuk-diketahui/

Thank You