Baidu releases a report based on the results of the company exploration on the mobile world trends in Indonesia. The exploration result was obtained from the surveys and interviews conducted by the company since 2 September to 31 October 2014. This activity aims to gain insights into the current situation and trends in Indonesian mobile market, as well as to gain in-depth description of the mobile phone users in Indonesia.
This report (in Indonesian) is also available in HTML5 version: http://goo.gl/HAIY2K
2. BaiduIndonesia
•The purpose for this research is:
1. to unveil some practical insights on the current situation and the trend of the mobile market in Indonesia
2. to provide a deep description of the mobile users
•The findings are based on the deep analysis of the data collected from various channels, which include online questionnaire survey, face to face interview and product data.
Online Survey:
The questionnaire is posted on hao123.com, liputan6.com,etc. in Sep2014.
And totally 11458 valid sampleis collected.
1
Expert Interview:
Expert list covers Indonesia top tech blogger, media, developer to commercial company etc.
3
Depth interview:
Over 100 hours deep interview carried out among mobile internet users in JKT and other cities face-to-face or by telephone.
2
Product Data:
The log data from Baiduproducts are also included in the final analysis.
4
Overview
3. BaiduIndonesia
Exclusive Summary
Part A
Market
•Smartphone: most widely and most frequently used device
•General usage: high frequency and long duration
•Operator: price is no longer the only consideration
•Device: shifting from low end to middle end android phones
•Brands: local brand is chasing Samsung
Part B
User
•Demographics: young male, lower income and less internet experience
•Scenario: home is the most important
•Activities: socialnetwork, searching and media consumption
•Apps:onlyafewwillbefrequentlyused,browseristhemostversatileone
•Peak time: lunch time and after work
Part C
Future
•Mobile internetwillhavearapidgrowthinthefuture
•Developers will have more support from the enterprises
•Indonesia will become a internet player rather than a big internet market only
5. BaiduIndonesia
59,9%
41,4%
33,5%
17,4%
11,0%
4,0%
48,0%
20,3%
15,5%
8,3%
3,9%
3,6%
Smartphone
Laptop PC
Desktop PC
Tablet/Pad
Netbook
Other
Smartphone: most widely and most frequently used device
A
Device for Surfing Internet
I use it to surf the net most frequently
I use it to surf the net in the past 6months
6. BaiduIndonesia
General usage: high frequency and long duration
A
90.7% of the mobile internet users surf more than once a day
90.7%
26,6%
14,0%
15,4%
22,7%
21,3%
over 5 hours
3-5 hours
2-3 hours
1-2 hours
less than 1 hour
Over40% users spend 3 hours or more each day to surf the internet with smartphone
Frequency for surfing mobile internet
Hours for surfing mobile internet
7. BaiduIndonesia
Operator: price is no longer the only consideration
A
39,6%
38,2%
34,9%
33,3%
31,9%
24,9%
Better data Package
Networs speed
Lower price
Network stability
Network coverage
Mobile standard
Otherthanprice,internetexperience such as speed, network stability are playing important role whenuserchoosingtheoperators
Topconsiderations whenchoosingtheoperators
8. BaiduIndonesia
Device: low-end device is currently the mainstream
A
20,6%
29,1%
33,5%
11,5%
4,1%
1,3%
Less than Rp. 1,000,000
Rp. 1,000,001-1,500,000
Rp. 1,500,001-3,000,000
Rp. 3,000,001-5,000,000
Rp. 5,000,001-8,000,000
More than Rp. 8,000,000
Purchase Price of theCurrent Smartphone
Currently, over 80% of the smartphone are below Rp. 3,000,000.
Rp.1,000=$0.08215
9. BaiduIndonesia
Device in future: A better Android phone
A
OS users going to choose
87.3%
87.3% of the mobile internet users expecting the next smart phone to be Android
Rp. 2,148,000
Rp. 2,907,000
Price of the current smartphone
vs.
Budget for the next smartphone
The average price of the current smartphone is Rp. 2,148,000, and the average budget for the next smart phone grows to Rp. 2,907,000.
Rp.1,000=$0.08215
10. BaiduIndonesia
Brands: local brand is chasing Samsung
A
Brands of the current smartphone
49,7%
16,2%
14,4%
9,2%
8,5%
8,0%
7,9%
7,1%
6,4%
3,9%
3,0%
2,7%
1,9%
1,0%
0,7%
Samsung
Blackberry
Smartfren
Nokia
Advan
Sony
Evercoss
Lenovo
oppo
Mito
Apple
LG
Hisense
Huawei
Himax
12. BaiduIndonesia
Demographics: young male with lower income
B
13,9%
40,1%
17,8%
14,0%
7,1%
3,7%
3,4%
younger than 18
18-25
26-30
31-35
36-40
41-45
older than 45
Male
74.7%
Female
25.3%
45,6%
28,7%
12,2%
5,7%
3,1%
4,6%
Lower than Rp. 1,500,000
Rp. 1,500,001 - 3,000,000
Rp. 3,000,001 - 4,500,000
Rp. 4,500,001 - 6,000,000
Rp. 6,000,001 - 8,000,000
Higher than Rp. 8,000,000
13. BaiduIndonesia
Users: less internet experience
B
6,2%
10,9%
21,1%
26,1%
25,6%
10,0%
11,2%
21,4%
34,3%
21,8%
9,4%
2,0%
less than 6 month
6 month -1 year
1-3year
3-5years
5-10 years
10 years or longer
44.8%
44.8% of the users started their internet experience from smartphone
Comparison of the internet experience
Device to start the internet experience
Smartphone
Computer
Mobileinternetexperience
PCinternetexperience
14. BaiduIndonesia
Scenario: home is the most important
B
95,2%
36,0%
26,8%
26,6%
20,2%
15,9%
12,3%
10,1%
3,3%
Home
Workplace
On-the-go
Restaurant
Café/coffee shop
School
Public transport
At a social gathering/
function/event
Others
Mobile internet scenarios
15. BaiduIndonesia
Activities: social network, searching and mediaconsumption
B
84,2%
65,7%
39,2%
38,9%
31,4%
30,7%
17,6%
16,4%
1,5%
Accessing a social nertwork
Searching
Reading news/books/magazines
Sending/Reading emails
Watching videos
Playing games
Listening music
Reviewing blogs or BBS
Others
Mobile internet activities
16. BaiduIndonesia
Apps: only afewapps are frequently used
B
39,4%
34,4%
11,4%
13,5%
1-2 Apps
3-5 Apps
6-10 Apps
more than 10 Apps
Frequently used Apps
86,4%
79,5%
63,9%
61,0%
50,7%
48,2%
48,1%
36,0%
28,6%
28,4%
16,8%
0,9%
81,0%
64,5%
35,4%
32,2%
17,0%
25,3%
7,9%
7,0%
6,2%
8,6%
2,5%
0,1%
social network
browser
game
music
video
news
map&travel
tools
photography
shopping
books
others
Apps installed vs. Apps frequently used
Appsfrequentlyused
Appsinstalled
17. BaiduIndonesia
Browser: a versatile tool
B
Frequency of using mobile browser
78.3%
78.3% of the mobile internet users open browser many times a day
79,1%
66,2%
65,3%
55,6%
34,3%
31,0%
19,0%
5,8%
0,9%
search
download things
social networks
read news
watch pictures
watch videos
shopping
read novels
others
Purpose for using mobile browser
Users are using browser for various purposes
18. BaiduIndonesia
Peak time: lunch time and after work
B
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
13:00
19:00
19. BaiduIndonesia
3 typical user personas
B
Mobile is complementary
Mobile is dominant
Mobile is all
The Mobile "Player"
The Mobile "Learner"
The Mobile "User"
“Computer is the main tool for my internet life”
“I usually use phone at fragmented times”
“Computer is only my homework machine”
“I really like Android, so many apps and games, so many fun, and also private”
“Anything I need from internet, I use my phone”
20. BaiduIndonesia
He rents an apartment in Jakarta. Everyday, he wakes up at 7:30 and goes to work at 9:00 by motorbike.
He works in a ITcompany. During work, he mainly uses laptop to deal with documents, search, sending emails, etc.
During 12:00-13:30, there is a midday rest.
Usually, he checkshisFB duringlunch.
Most of time, he will be home before 21:00.
Before sleep, he will read news on mobile to follow up what happen the whole day.
Daily life
Occupation: Senior Marketing Executive
Mobile internet History: from 2011 with the first mobile phone of Sony Xperia
PC internet History: from 2008 with first laptops in college
Present internet devices:
Dell
Samsung Galaxy s5
Basic information
A typical day with internet
7:30
9:00
12:00
18:00
13:30
23:00
Get up,check emails and FB with the phone.
When arrive the office, opens the computer and read some news, then start the work.
Lunch time: Facebook, BBM, Twitterwith the phone.
During a boring meeting, scan for funny things on the phone.
Reading some news and check FB in bedbefore go to sleep.
Go back to work, emailing, searching by computer.
•MostofthemstartusinginternetbyPC,and still accustomed to use PC
•Mobile internet is mainly a supplement to fit in the fragmented time
•The mobile usage is comparatively stable: social network, searching, browsing
“I usually use phone at fragmented times, less than 2 hours in one day”
“I only have a few favorite apps, because I don’t have that much time”
Name: Rizki
Aged 28 and married
The Mobile
USER
21. BaiduIndonesia
Everyday in the morning, he prays at 5:00. Then he will check BBM and reply if necessary. After that, he goes back to sleep.
He will play some games or chat with friends during the class. And new game or anything new no mobile are good topic to talk about.
Lunch is always the happy time. Sharing everything funny including mobile games or new apps is his favorite.
Before goes to sleep, he checks again all social medias in bed.
Daily life
Occupation: Student
Mobile internet History: from 2011 with the first mobile phone of Smartfren
PC internet History: from 2011 with the first laptop bought by his father
Present internet devices:
Basic information
A typical day with internet
23:00
FB before go to bed.
•Startusinginternetby PC and mobile almost the same time
•Mobile is so attractive in many ways that PC is now only used for few target
•Very eager to do more with the mobile phone. Mobile phone is the best toy or play- mate
Name: David
Age: 18
The Mobile
PLAYER
Acer
Smartfren
Play games: the Titans War, racing games.
8:00
12:00
Chat with friends on line, Facebook, Path.
14:00
A friend introduced a new app.
Download it and have a try.
Do homework:FB, search.
19:00
Watch videos:movies, sports videos, funny videos
Play games.
21:00
“I really like Android, so many apps and games, so many fun, and also private”
“Computer is only my homework machine”
22. BaiduIndonesia
After getting up at 8:00, she will have breakfast and reads some gossip news of celebrities on Kompas.com.
Work starts at 9:00. After the cleaning work, she may have a short break if the supervisor doesn't show up. She likes to chat with colleagues then.
Her colleague always know the new apps and games. She likes to learn from them.
After a long exhausting day, she likes to watch some videos on the phone. Or play some games.
Daily life
Occupation: cashier at a supermarket
Mobile internet History: from 2011 with the first mobile phone of EvercrossA11
PC internet History: no
Present internet devices:
Basic information
A typical day with internet
•Mobile brings internet into life and now everything on mobile is being learned
•Not quite familiar with technology both internet and mobile phone are new to them
•Usage is limited with in a few apps
“Anything I need from internet, I use my phone”
Name: Arni
Age: 19
The Mobile
NOVICE
Read some gossip news and chatwithfriendonthe wayworkviaFB.
8:00
12:00
ChecktheFBduringthelunchtime.
Talk with a friend on “Line”.
19:00
A friend helped to installed a new game. Try the new game and then watch some videos on Youtubebefore go to bed.
21:00
EvercossA11
24. BaiduIndonesia
Future of the mobile internet in Indonesia
C
The population is huge, and the mobile penetration is expected to grow in the future.
Quite a lot of the mobile users are pretty fresh to mobile internet. They are learning fast, they are growing needs and knowledge means a great opportunity. Especially in E-commerce and social games.
Operators such as Smartfrenare investing on internet infrastructures such as LTE. A better infrastructure is the basis of growth.
A rapid growth
There are more communications between government and entrepreneurs. Both developer and the entrepreneur will benefit from a healthier environment.
Operator’s investment on the new technology and the infrastructure will help developers.
More and more enterprises are seeking cooperation with the developers.
Better for developer
The prosperity of the internet industry has a strong relationship to GDP growth, the government is paying more attention to the internet industry.
Indonesia is already a big market. The cooperation with foreign companies also helps local industry to grow.
Market becomes player
26. BaiduIndonesia
About Baidu
•Baiduis the 5thlargest internet giant all over the world, and starts business in Indonesia since July 2013
•Currently Baiduhas 4 mobile products in Indonesia: BaiduBrowser, MoboMarket, Du Battery Saver and Du Speed Booster
•These 4 products are already covering 2/3 of the Indonesian Android users