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Marketplace Site Begin To Dominate
E-Commerce Market
in Indonesia 2015
Popular Brand Index
Date: September 2015
Research Design
2
Research Method Online research – Nusaresearch Omnibus (Popular Brand Index)
Data Collecting Period August 2015
Research Area Indonesia
Respondent’s Criteria Male & Female, 17 years or above, have visited e-commerce sites in the last 3 months
Sample Size 685 sampels
Question Number 5 screening questions and 9 main question
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A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switching
7. General Information
4
A. Detail findings
1.1. Popular Brand Index Concept
POPULAR BRAND INDEX (PBI)
Top of Mind
(TOM)
Expansive
Last Used
Future Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information:
• Top of Mind (TOM) = First brand mentioned by respondents.
• Expansive = Scope and spread of brand.
• Last Used = Total purchase or last used brand in past 3 months.
• Future Intention = Consumer intention to purchase brand.
One of the most important Assets of the company andrepresent identity of a company is the Brand. Brand or trademark isa name or symbol that is associated with product/service and causepsychological meaning/association. In addition, the brand also aspromotional tools, so that product with certain brand would likelygain popularityor awareness in the community level that will affectconsumer behaviour.
To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community toppf mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.
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A. Detail findings
1.2. Popular Brand Index Results (PBI)PBI is obtained by the internet sampling (Online Panel) and with sample of 685 respondents in the W&S database
Indonesia (Nusaresearch). The results obtained for E-Commerce Category with PBI concept is as follows:
Incidence Rate E-Commerce (visited to e-commerce websites in the last three months) is 57.1% from panelpopulation W&S Group Indonesia.
Lazada is an E-Commerce sitepopular in Indonesia with a score of 37.4, followed by Tokopedia at the second place gained a score of18.3
Rank of popular
E-Commerce PBI IR
1 Lazada 37.4
57.1%
2 Tokopedia 18.3
3 OLX 7.8
4 Bukalapak 7.4
5 Zalora 5.9
6 Elevenia 5.4
7 Blibli 3.9
8 Rakuten 2.5
9 Qoo10 1.7
10 FJB Kaskus 1.2
11 Groupon Disdus 0.6
12 Berrybenka 0.5
13 Bhinneka 0.5
14 Matahari Mall 0.5
15 PinkEmma 0.3
In the middle of 2015, Tokopedia(2nd place) and Bukalapak (4th
place) are marketplace websites that could reached the top 5in E-commerce category
6
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switching
7. General Information
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A. Detail findings
2.1. Brand Awareness – Top Of Mind
To see the power of e-commerce sites can be measured by the level of knowledge of respondents to the
site. From the results of the Top of Mind (TOM) or sites that remembered the first time and that brand comes to mindspontaneously when speaking in the context of e-commerce are Lazada(48.3%) followed by the Tokopedia (15.8%) andOLX (8.2%). According to the result, we come to a conclusion that Lazada is the most well-known website since half ofthe respondents answered Lazada as an e-commerce website firstly come to their mind.
43.8
15.8
8.25.0 4.1 5.1
3.1 2.6 2.0 1.3
Lazada Tokopedia OLX Bukalapak Zalora Elevenia Blibli Rakuten Qoo10 FJB Kaskus
n Sample : 685Base : %
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A. Detail findings
2.2. Brand Awareness
Comparing between aided and unaided we could see significant differences. Lazada lead as the top for unaidedawareness, while Zalora gained top possition for aided awareness. The differences may be caused by the lack ofbranding promotion so that consumer can not readily remember the website. As we compare Tokopedia and Bukalapak(marketplace website), Bukalapak’s unaided awareness is slightly different with Tokopedia, (12.7%) differences.
n Sample : 685Base : %
77.7
46.335.6 33.6
21.5 21.9 21.510.8 7.2 5.1
16.5
33.0
38.2 40.1
43.4 41.0 38.0
22.5
0.1
18.7
94.2
79.373.9 73.7
64.8 62.959.4
33.3
7.3
23.8
Lazada Tokopedia OLX Bukalapak Zalora Elevenia Blibli Rakuten Qoo10 FJB Kaskus
Unaided Aided Total Awareness
9
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switching
7. General Information
10
A. Detail findings
3. Expansive
Expansive is the spread of sites that can beseen anywhere. In this study Lazada took 1st place(41.8%) and Tokopedia and OLX respectively took2nd (18.8%) and 3rd place (8.3%). In other words,Lazada, Tokopedia, and OLX have a lot of advertisingon TV, billboard, internet, etc. But once again, Lazadais better than the others in this aspect.
n Sample : 685
41.8%
0.7%
18.8%
0.9%
8.3%
1.5%
7.2%
3.6%
5.8%
5.4%
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A. Detail findings
4. Last Accessed
Last used is measured by the level of therespondents percentage who visited the e-commercesites in the last 3 months.
Lazada succeeded to take the 1st place as themost visited e-commerce in the last 3 months(34.6%). Followed by Tokopedia at the 2nd place(20.3%)
n Sample : 685
34.6%
1.6%
20.3%
1.9%
8.8%
2.6%
8.2%
3.1%
6.3%
5.5%
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A. Detail findings
5. Future Intention
Future Intention measured by the percentage ofrespondents to the e-commerce sites which will bevisited in the future.
As can be seen, Lazada still at the 1st place by28.9% gain.
Two marketplace websites, Tokopedia andBukalapak respectively gain 2nd and 3rd place as thewebsites potentially visit in the future.
Berrybenka (1.2%) succeed to replace Kaskus at10th place as the e-commerce site potentially visit inthe future
n Sample : 685
28.9%
1.2%
18.8%
1.9%
9.8%
2.9%
7.9%
5.7%
5.8%
5.8%
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A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switching
7. General Information
14
-9.3%
-0.9%
-4.9%
3.2%
3.2%
0.6%
6.7%
0.3%
0.0%
-0.6%
-0.6%
1.5%
0.6%
0.3%
0.0%
Groupon Disdus
Lazada
Tokopedia
OLX
Bukalapak
Zalora
Elevenia
Blibli
Rakuten
Qoo10
FJB Kaskus
Berrybenka
Bhinneka
Matahari Mall
PinkEmma
A. Detail findings
6. Switching Switch In & Switch Out
The result suggests 50.2% of 685 samples have intention to switchto another e-commerce and 49.2% will keep visiting their last-visited e-commerce. This condition should be a major concern for those who runse-commerce business. The strategic or innovation should be takenpromptly to face intense competition in this industry.
From the graphic shows that Blibli has the biggest visitor increase(6.7%), while at the second place taken by Bukalapak & Zalora whichgain exactly the same score of 3.2%.
n Sample : 685
49.8%50.2%
Loyal
Switch
n Sample : 344*Relative to respondents who have intention to switch
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B. Respondent profile
Respondent Demography
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B. Respondent profile
Monthly Household Income
49.3% 50.7%
Age
n Sample : 685
Gender
56
185
178
266 Under 20 years old
20 - 24 years old
25 - 29 years old
30 years old and over
3.5%
2.0%
2.5%
11.8%
17.7%
10.1%
15.5%
10.4%
12.1%
9.9%
4.5%
Over IDR 40,000,000
IDR 30,000,001 - IDR 40,000,000
IDR 20,000,001 - IDR 30,000,000
IDR 11,000,001 - IDR 20,000,000
IDR 8,500,001 - IDR 11,000,000
IDR 6,500,001 - IDR 8,500,000
IDR 4,500,001 - IDR 6,500,000
IDR 3,500,001 - IDR 4,500,000
IDR 2,500,001 - IDR 3,500,000
IDR 1,500,001 - IDR 2,500,000
Less than IDR 1,500,000
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