印度尼西亚数字原生代调查.pdf

Prepared by:Alvara Strategic Researchalvara-strategic 1Indonesia Marketing Research AssociationIndonesia Public Opinion Survey AssociationJakarta, July 9th 2019Behaviors and Preferences of Indonesian Millennial Consumers on E-Commerce Applications in 2019A Quantitative Research Report2INTRODUCTION3Millennial generation as “The New Rising Market”Proportion of millennial population in 2020The current and future Indonesian markets are dominated by millennials. By 2020, their population will be the largest and it will continue to dominate until 2035.4MILLENNIALS: CREATIVE, CONNECTED, CONFIDENTCREATIVE CONFIDENT CONNECTEDPortrait of Indonesian Millennial Characters In 2020, 34% of Indonesias population is the millennial group. This dominance has implications for the character of the Indonesian population in the future. The hallmark of millennial characters is known as 3C, namely Creative, Confident, and Connected.9 INDONESIAN MILLENNIAL BEHAVIORSINTERNET ADDICTION EASY TO OSCILLATETO OTHER HEART THIN WALLET85,465,65230,819,617-25 26-35 36-45 45-55 56-65Ya Tidak Internet users in Indonesia aredominated by Millennials. Their internet consumption is above 7 hours per day. Millennial Loyalty levels are very low, including in politics.SOLIDITY ON PRESIDENT CANDIDATES CHOICES37,642,445,345,3Gen ZMillennialGen XBaby Boomers59% MILLENNIALS Like non-cash transactions NON-CASH PAYMENT TOOLS LIKEDDEBIT CARD 50%E MONEY 33%CREDIT CARD 17% It does not mean that they do not have money, but they do cashless transactions more oftenPENETRATION OF INTERNET USAGEes NoWORK SMART, WORK FAST MULTITASKING HAVING HOLIDAY ANYTIME AND ANYWHEREWORK CHARACTERS OF MILLENNIALS They are not lazy generation They are adaptable, and work more effectively Millennials are accustomed to multitasking, they are able to do 2-3 jobs at the timeMILLENNIAL WORKFORCE1 of 3 millennials in Indonesia is on vacation at least once a year Vacationing is a primary need for millennials52,045,068,0WorkplaceSpecialistsIndependentWorkersCommitted toSucceed9 INDONESIAN MILLENNIAL BEHAVIORS7IGNORE ON POLITICS LOVE TO SHARE LESS CONCERN ON OWNERSHIPCONVERSATION TOPIC They tend to be ignorant of politics Their topic of conversation is more about movie/ music, sports, and ITCaring on social issues, such as getting involved in online petitions, online donations, including responses to social issues.Glad to share skills, knowledge and more, such as making hijab tutorials and cookingHigh Solidarity, especially for their followers, so they can easily share activities through vlogs, etc.The growth of online transportation in Indonesia is getting bigger Accessibility is more important than ownership.RELI-GIONSOCIAL, POLITICS, CULTURE, ECONOMYSPORT, MUSIC/ MOVIE, IT9 INDONESIAN MILLENNIAL BEHAVIORS8INTERNET CONSUMPTION %Source: IDN Times research collaborated with Alvara Research Center, 2018Nearly half of Indonesias Millennials have been addicted to the internet (heavy & addicted users). Theyaccess the internet by using a smartphone.98.2%Smartphone6.9%Personal Laptop1.5%Office PC1.4%Home PC0.8%OthersDEVICES TO ACCES INTERNET %Millennial as Drivers of Indonesias Digital Economy13 hours9Indonesias Digital Economic PotentialDuring several years, the potential of Indonesian e-commerce transactions grows dramatically.US$ 130 Billion (Rp 1,700 Trillion)In 2020US$ 20 Billion (Rp 261 Trillion)In 2016US$ 8 Billion (Rp 104 Trillion)In 2013POTENTIAL TRANSACTION OF E-COMMERCE IN INDONESIASource: Kata Data, processed from various sources10Measuring brand awarenessUnderstanding consumer behavior and habitsMeasuring the level of satisfaction and customer loyalty Brand awareness level Sources of information about products and brands The most used brand Habit switching: Identifies the switching categories and usage patterns of mobile e-commerce applications Satisfaction of mobile e-commerce application user in each category Loyalty of mobile e-commerce application user in each category123The objective of this study is to obtain data and information related to habits and behavior of millennial consumers in using mobile e-commerce applications.Research Objective