INDONESIA

GWI MARKET
REPORT
Q1 2015

Brand
Engagement

47

04

Profiling Internet
Users in Indonesia

41

06

Online
Commerce

Key Digital
Statistics:
Indonesia vs
the Global
Average

INDEX

31

11

Social
Networking

Internet, Mobile
and Tablet Trends

23

Media Consumption
Behaviors
2

INTRODUCTION

CUSTOM REPORTS
AND INFOGRAPHICS

GWIs Market Reports track key digital behaviors and engagement rates in each of
the 33 countries we survey, providing the very latest figures at a headline level as
well as looking at trends over time and across demographics.

Want to explore these behaviors and trends for a particular audience? GWI can customize any of
In this report, we focus on:

our reports or infographics to reflect your target groups with final outputs featuring tailored

How Indonesia compares to the global average across a number of key measures

commentary and professionally designed visuals. For more information, get in touch with the

Devices used to access the internet

Trends team: trends@globalwebindex.net

Mobile and tablet usage

Media consumption and gaming behaviors
Engagement with social networking platforms

PRO USER?

E-commerce rates
How digital consumers are engaging with brands
Unless otherwise stated, all figures are drawn from our Q1 2015 wave of online
research among 754 Indonesian internet users aged 16-64. Where data appears

Create custom audiences in our Audience Builder and explore their demographics and digital

from previous years, it is an average across all waves conducted throughout that

behaviors to help you target the customers you want.

year (each of which had a minimum sample size of 750 online adults).

From Celeb Fans to Early Tech Adopters, Snapchatters to Teens, use our powerful PRO platform to

Data is collected in the last six weeks of every quarter, with respondents completing

create bespoke audiences based on shared interests, demographics, attitudes or behaviors. To start,

an online questionnaire that uses stratified sampling techniques to ensure that

click on My Audiences in PRO.

they are representative of the internet population aged 16 to 64. No individual can
participate in our survey more than once a year, and we set quotas to ensure correct

Alternatively, choose from our extensive list of Default Audiences, covering the most important

proportions in terms of gender, age and educational attainment.

demographics and marketing personas, as well as all of the audiences covered in past reports.

01
PROFILING INTERNET USERS
4

Other demographic variables available to explore in PRO Platform include: Number of Cars Owned in Household /// Number of Properties Owned (Outright or with Mortgage) /// Types of Saving/Investment
/// Approximate Value of Savings/Investments /// Relationship Status /// Household Type /// Family
5 Stage /// Responsibility for Grocery Shopping /// Voting Intention in Next Election (UK/US only)

02
KEY DIGITAL STATISTICS
6

10

03
INTERNET, MOBILE AND TABLET TRENDS
11

Device Ownership
PCs and laptops remain the devices that Indonesian
internet users are most likely to own personally but

DEVICE OWNERSHIP
% who say they personally own the following

smartphones are now a close second on 87%.

Tablets have now become mainstream devices too.
Although theres a growing sense that these devices
have lost some of the momentum they had earlier in
the decade, its 51% of Indonesias internet users who
own one. Behind this, games consoles and smart TVs
also post decent figures.
Wearable devices remain extremely niche; just 12% say
that they own a smartwatch and 7% a smart wristband,
putting Indonesia in line with the global average. The
release of the long-awaited Apple Watch is set to have
a clear impact on these figures, though.
In terms of demographics, smartphone ownership is

Question: Which of the following devices do you personally own? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Internet Landscape > Access Points > Device Ownership

consistently high among all the age groups. In contrast,

16-24s are notably less likely to own a tablet than older
consumers, reflecting one of the barriers that these
devices have failed to overcome; whether for reasons of
cost or interest, Indonesias youngest internet users are
yet to become seriously enthused with tablets.

12

Internet Usage by Device

PCs and laptops are in pole position once more when we look at the devices
that people are using to access the internet. As with the ownership figures

INTERNET ACCESS BY DEVICE

% who use the following devices to access the internet

seen above, though, theyre facing a strengthening challenge from mobiles;

since 2012, PCs and laptops have been trending upwards gently but
smartphones have seen much stronger rises.
Tablets have also seen increases over the last few years, with the numbers
using them to access the web having more than doubled since 2012.
Smart televisions have seen a big jump too in terms of the numbers using
them as an internet access point. Along with games consoles, however,
smart TVs are one of the devices where we see the biggest disconnect
between the numbers who own one and the numbers who use them to
get online. Although streaming sticks are playing a part here (a device being
added to the GWI survey in Q2 2015), its clear that many online adults are
yet to utilize smart TVs and games consoles to their full potential.

Question: In the past month, from which of the following devices have you accessed the internet
either through a web browser or an application? Source: GlobalWebIndex 2012-2015
(averages across all waves conducted in each year) Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click here: Internet Landscape > Access
Points > Internet Device Access

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VPNs and Proxy Servers

Virtual Private Networks (VPNs) and Proxy Servers have made frequent
appearances in the news over the last year as more and more internet

VPN USAGE
Engagement with Virtual Private Networks and Proxy Servers

users have started to take advantage of the benefits they offer. Indonesia
is at the forefront of this trend; its some 42% who say theyve used one
of these tools when accessing the web a number which translates to
about 12million individuals (many of whom are likely to be invisible or
incorrectly geo-allocated in passive analytics).
In Indonesia, accessing restricted sites/networks is the most popular reason
behind usage of VPNs. Gaining access to better entertainment content is also
key, a result of these tools allowing people to connect via servers located
in different countries (and hence, to bypass the geo-restrictions that many
providers place on material such as television shows and films).
From a demographic perspective, VPN usage peaks among 16-34s and men.

Question: When you access the internet, do you ever do so using a VPN (virtual private network)
or proxy server? // Can you please tell us why you use VPNs or proxy servers when browsing the
internet? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Internet Landscape > VPN/
Proxy Server Usage

14

Device Sharing
Its long been known that devices such as PCs, laptops and smart TVs are
shared by multiple users. But GWIs data makes it clear that the same trend

DEVICE SHARING
% users who share their mobile or tablet device with others

is in evidence across many other device types too.

Given their role as a device used principally inside the home, its little surprise
to see that tablets are subject to high levels of sharing. Only 40% of owners
in Indonesia say that no-one else has use of their device, with particular
spikes for sharing among users who are in a relationship (especially those
who are married) as well as those with children (particularly young ones).
Despite normally being considered the most personal device of all, a
sizable minority are sharing mobiles too.
That means the audiences across both tablets and mobiles are likely to
be much bigger than passively collected data would be able to indicate,
providing clear caution against any automatic assumption that one device
or browser = just one individual.

Question: Thinking about the devices you use to access the internet, can you please tell us how many, if any, other people use
each device? Source: GlobalWebIndex Q1 2015 Base: Mobile and Tablet Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Internet Landscape > Access Points > Device Sharing

15

Time Spent on the Internet

As weve already seen, growing numbers of online adults in Indonesia are
accessing the web via mobiles. Thats only part of the story, though: just
as significant are the strong year-on-year rises in the average amount
of time being spent on the mobile web per day a figure which has
almost doubled since 2012

Simultaneously, time spent online via PCs, laptops or tablets has been largely holding steady. Despite
minor fluctuations between years, there has been no major increase or decrease evident; in fact,
the amount of time spent online via these devices in 2012 (4.90 hours) is remarkably similar to the
equivalent figure from 2015 (4.95 hours).
Mobiles are not necessarily taking people away from other devices, then; rather, they are encouraging
internet users to go online for an even longer period of time each day and, in many cases, to connect at
moments and in locations that previously might not have been feasible or desirable.
Extensive usage of the mobile web is likely to increase still further as more individuals gain access to 4G

TIME SPENT ONLINE: PCS VS MOBILES

Number of hours per day typically spent online via the following
devices

on their handsets. Currently, its still only 11% in Indonesia who have 4G (a trend led by men and the
top income quartile).
Some 7% say they principally connect via WiFi a trend which underlines just how reliant some users
are on it.

MOBILE INTERNET CONNECTION TYPE

% who normally use the following when connecting to the mobile internet

Question: Roughly how many hours do you spend on/doing the following each day?
Source: GlobalWebIndex 2012-2015 (averages across all waves conducted in each year)
Base: Internet Users aged 16-64

Question: When using the internet on your personal mobile phone, what type of service/connection do you use? Source:
GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click here: Media Consumption > Cross
Media Consumption > Time Spent

Want to explore this data in PRO Platform? Click here: Mobile > Mobile Specifications > Mobile Connection Speeds

16

Mobile OS
Within the world of mobile, it is Apple which continues to generate
the most headlines and create the most excitement when a new

MOBILE OPERATING SYSTEMS

% who use the following OS on their mobiles

handset is released. Nevertheless, look at the year-on-year figures

for mobile OS usage and its clear that Android is the dominant
force in Indonesia (and has been for some time).
Second-placed BlackBerry is a much stronger force in Indonesia
than in most other markets. However, it has seen its percentage
tumble from 32% to 17%.
In contrast, iOS has been growing its Indonesian audience steadily
but is still only a minor force in this market (10%). Usage is highest
among the 25-44 segment as well as the top income quartile.
Relatively speaking, then, Apple has a fairly young and affluent
audience with its small number of handsets also making it much
easier (and hence cost-effective) for developers to produce apps.
One of the biggest reasons behind Androids success its availability
on an extremely wide range of handsets is actually something
of a disadvantage here, and is a major reason behind the lingering
Apple-first mindset when it comes to app creation. Nevertheless,
that Android has increased its lead over iOS since 2012 should still
give some pause for thought.
Windows Phone posts a small figure to take fourth place and all

* Other includes Sailfish, Tizen and Ubuntu Touch

other operating systems account for minor shares of the market

only. Symbian in particular has been a notable loser in recent years.

Question: What operating system runs on your mobile? Source: GlobalWebIndex 2012-2015 (averages across all waves conducted in
each year) Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Mobile > Mobile Specifications > Mobile Operating Systems

17

Mobile Handset Brands

MOBILE HANDSET BRANDS
% who own/would consider purchasing the following handsets

With Android taking top spot for mobile operating systems, its hardly a
surprise that Samsung is in first place for handset ownership; half in
Indonesia currently own one of the companys mobiles.
However, when we look at those brands that Indonesian internet users say
they would definitely consider purchasing, it is iPhone which shoots to pole
position. A third would think about getting an Apple handset, showing the
clear opportunity for expansion that the brand has in this market.
While Nokia and Blackberry can claim second and third place in ownership
rates, it is notable that their figures for future purchase consideration are
significantly lower than current ownership levels.

Question: Which of the following mobile brands do you currently own? // Which of the following
mobile brands would you definitely consider purchasing? Source: GlobalWebIndex Q1 2015
Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Mobile > Handset Brand > Mobile
Brand Ownership

18

At present, the 4S and 4 are the most popular iPhone models

in Indonesia (both being owned by 3%). Given that the 6

TOP SAMSUNG AND IPHONE MODELS

% who own the following

handset has only been available for a very short period of time,
though, its clearly significant that 1% already have a 6Plus
and similar numbers have a 6 confirming that the upgrade
mentality is particularly strong for the Apple brand (as well as
underlining why this model has been such a money-spinner).
For Samsung, the sheer number of models available to
consumers has a clear impact on the figures; the Galaxy S4
comes top among those named in the GWI survey, but Other
is the most popular option of all.

Question: You said that you have a Samsung mobile phone / an iPhone. Please could you tell us which model it is? Source: GlobalWebIndex Q1
2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Mobile > Mobile Model Ownership > Samsung Mobile Phone Model Ownership

19

Tablet OS
For tablets, Android is victorious once again. Whats more, Android
has been increasing its lead over iPad over the past few years. Other

TABLET OPERATING SYSTEMS

% who use the following OS on their tablets

OS then capture extremely small shares of the market, confirming

that the tablet contest is effectively a straight two-way battle.
As with mobiles, Apple can point to the fact that its best figures
come among higher income segments (members of the top income
quartile are in fact 2x as likely as those in the lower income quartile
to have an iPad). Nevertheless, that Android is now number one for
both smartphone and tablet operating systems (globally as well as
in Indonesia) is a sign of how successful Android has been in winning
new users. It also demonstrates how effective the Apple marketing
machine has been in pushing the notion that the iPhone and iPad
are the smart devices par excellence, despite ownership figures
showing otherwise.

*Other includes BlackBerry, Firefox, Linux and Tizen

Question: What operating system runs on your tablet? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Tablet > Tablet Specifications > Tablet Operating Systems

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Top Internet Activities

TOP 20 INTERNET ACTIVITIES

% who have done the following online in the last month

When using the internet, online adults in Indonesia are most likely to be using social
networks; over 8 in 10 say they did this last month, showing the importance of social
media to Indonesian internet users. That the online space is now hugely important for
content consumption too is pretty clear from these figures: 80% are watching video clips
and around 50% are watching films or streaming music, for example.
Across the board, its worth noting that PCs and laptops tend to post the highest figures.
This is a clear sign of how wedded certain behaviors still are to these devices. Clearly,
gaining access to the mobile or tablet web does not lead to other, more traditional
devices being abandoned.
Of the various activities tracked in our chart, some have however made a much
stronger jump to mobiles than others. Obviously mobile-friendly behaviors such as
instant messaging, using location-based services and checking the weather are at
the forefront of this.

Question: Which of the following activities have you done online on your PC, Mobile or Tablet in the last month?
Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Cross Device > Online Activities > Online
Activities Done in Last Month on PC, Mobile or Tablet

21

To explore the topics covered in this report in more detail, please

download the following reports from our Insight Store:
GWI DEVICE (Flagship Report)

TABLET TRENDS (Trend)

GWI DEVICE (Flagship Report)
WEARABLE TECH (Trend)

MULTI-DEVICE OWNERS (Trend)

VPNS & PROXY SERVERS (Trend)

4G MOBILE USERS (Audience Report)

22

04
MEDIA CONSUMPTION BEHAVIORS
23

Daily Media Time

On a typical day, internet users are now spending much more time online (8.46

MEDIA CONSUMPTION BEHAVIORS

Numbers of hours per day typically devoted to the following

hours) than they are on various traditional activities combined (with 5.03 hours
being spent on linear TV, broadcast radio, traditional press and console gaming).
Across the various offline or traditional activities, it is linear TV which continues
to capture the biggest share of our time. On average, online adults in Indonesia are
watching over 2 hours of shows per day. Online television might now account for 0.75
hours, but it still has considerable ground to cover before it can be considered a real
challenger to linear TV. In stark contrast, online has a notable lead over print press.
Of the time spent online, the mobile internet (42%) remains a little behind the other
connections (PCs, laptops and tablets). Nevertheless, that it already accounts for 3.51
hours of daily media time in Indonesia is an impressive achievement.
In terms of specific online activities, the dominance of social is clear to see; a third of
the time spent on online media is being devoted to networking.

Question: Roughly how many hours do you spend on/doing the following each day? Source: GlobalWebIndex
Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Media Consumption > Cross Media
Consumption > Time Spent

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Changes in Media Consumption

Each year, digital consumers in Indonesia are spending more and more time per day on the internet. But by far the

Most of the traditional media activities have been holding

biggest story here is the progressively bigger share of online time being captured by mobiles. These devices now

relatively stable in terms of their percentage shares. That said, the

account for 42% of our online time, up from 27% in 2012.

slight dip for linear TV is very much in line with this type of media
becoming slightly less central to daily lives.

MEDIA CONSUMPTION BEHAVIORS OVER TIME

Numbers of hours per day typically devoted to the following

Age is a crucial factor here. Differences are most pronounced

when it comes to mobile internet usage where 16-24s are
about 3.25x ahead of 55-64s but similar patterns are in
evidence for most online forms of media; broadly speaking, the
younger someone is, the more their media portfolio has migrated
to online/digital forms.

MOBILE INTERNET USAGE BY AGE

Number of hours per day typically devoted to the mobile internet

Question: Roughly how many hours do you spend on/doing the following each day? Source: GlobalWebIndex 2012-2015 (averages across all
waves conducted in each year) Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Media Consumption > Cross Media Consumption > Time Spent

25

Question: Roughly how many hours do you spend online on a mobile during a typical
day? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64

Second-Screening
Second-screening is prolific in Indonesia, with almost all (94%) online adults saying theyve recently done

Broadly speaking, theres something of a division between playful,

this while watching TV. In fact, this is one of the major reasons why the total time being spent online each day

social and TV-related dual-screen behaviors (where younger age

has been rising: many media activities are happening simultaneously rather than sequentially.

groups have the lead) and more functional activities such as emailing
and reading the news (where figures are more even across the age

As has been the trend globally, mobiles have overtaken laptops as the top dual-screen device in Indonesia.

groups). As just one example of this, 16-24s have a 23-point lead

Over two thirds say they use one while watching TV.

over 55-64s when it comes to chatting with friends.

As they second-screen, Indonesias internet users are most likely to be checking social networks. With
chatting to friends also featuring prominently, the strong connection between mobiles and networking is
pretty clear to see (as is the growing importance of chat apps).

SECOND-SCREEN ACTIVITIES
% who did the following the last time they second-screened

SECOND-SCREENING
% who have recently second-screened via the following devices

Question: The last time you were watching TV and using the internet, which of the following
did you do? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Question: Which of the following devices have you used while
watching TV? Source: GlobalWebIndex 2012-2015 (averages
across all waves conducted in each year) Base: Internet Users
aged 16-64

Want to explore this data in PRO Platform? Click here:

Media Consumption > Second-Screen Consumption

Want to explore this data in PRO Platform? Click here: Media Consumption >

> Second-Screen Devices

Second-Screen Consumption > Second-Screen Behaviors

26

Online Content
Age has a less of an impact over other entertainmentrelated behaviors in Indonesia than in many other

ONLINE ENTERTAINMENT BEHAVIORS, BY AGE

% in each age group who did the following online last month

markets. Activities such as streaming music/TV, watching

TV on-demand and watching vlogs are consistently
popular across the 16-54 age group, though the oldest
internet users lag behind notably.
In terms of specific on-demand services, Google Play
is the clear winner. This is a reflection of the success
of Android in Indonesia. In fact, more than twice as
many say they are using Googles content store as rival
service iTunes.
In terms of VoD, MyFirstMedia is neck-and-neck with
Netflix, while Amazon Prime Instant Video follows
behind. Given that Netflix is yet to launch in most APAC
markets, its clear that many Indonesians are turning to
VPNs in order to gain access. In fact, some 18% of all those
using VPNs in Indonesia say they used Netflix last month.

Question: Which of the following activities have you done online on your PC, Mobile or Tablet? Source: GlobalWebIndex Q1 2015
Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click here: Cross Device > Online Activities > Online Activities Done in Last Month on PC,
Mobile or Tablet

27

Convincing all users in Indonesia to pay for content remains

something of a challenge. Across the various categories tracked in

ON-DEMAND MEDIA SERVICES

% who used the following services last month

our chart, 37% say they havent paid for any of them in the last
month. So, while over half are using music streaming sites, just
19% say they have paid for such a service.
Its a similar picture elsewhere, too: from genre to genre, there

Question: Which of the following services

have you used in the last month?
Source: GlobalWebIndex Q1 2015
Base: Internet Users aged 16-64

are more people consuming content than there are paying for it.
That said, its certainly significant that 16-24s are the most likely
to pay for content a clear sign that the proposition of paying for
digital material has become a little more firmly established within

Want to explore this data in

this group.

PRO Platform? Click here:

Media

Consumption

>

On-Demand Media Services

Overall, mobile apps are the most commonly paid-for type of

content, followed by web services and music downloads.

PAYING FOR DIGITAL CONTENT

% who have paid for the following in the last month

Question: Which of the following types

of online content have you paid for in the
past month? Source: GlobalWebIndex
Q1 2015 Base: Internet Users aged
16-64
Want to explore this data in
PRO Platform? Click here:
Commerce > Paid Content>
Content

Have

Last Month

28

Paid

For

Gaming Devices
The success of PlayStation in this market is clear the PS3 is currently the most popular

In terms of named consoles, Sony can claim the most played last gen console (PS3), as

device for gaming in Indonesia. However, arguably the most significant trend here is that

well as the most played and most wanted next gen machine (PS4).

a pretty impressive 73% have recently used at least one of the devices tracked in our
chart for gaming-related purposes.

GAMING DEVICES
% who have used the following to play games within the last three months

CONSOLE BRANDS
% interested in purchasing the following

Question: Thinking about the gaming devices listed below, can you tell us which you are interested in purchasing?
Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64

Question: Thinking about the gaming devices listed below, can you tell us which you have used to play
games in the past 3 months? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click here: Media Consumption > Gaming Devices > Console Brands

29

To explore the themes covered in this chapter in more detail, please

download the following content:
GWI DEVICE (Flagship Report)

GWI ENTERTAINMENT (Flagship Report)

GWI DEVICE (Flagship Report)
DIGITAL VS TRADITIONAL MEDIA CONSUMPTION (Insight Report)

SHAZAM USERS (Audience Report)

2ND SCREENING

ON-DEMAND SERVICES (Trend)

THE RISE OF STREAMING (Trend)

VLOGGERS (Trend)

30

05
SOCIAL NETWORKING
31

Networking by Device
ENGAGEMENT WITH SOCIAL NETWORKING
% who use social networks, as well as the top reasons for doing so

Social networking remains a hugely popular activity in Indonesia; on a monthly basis,

8 in 10 online adults say they actively use this type of site. Whats more, a staggering
98% say they are a member of at least one network.

% who have
recently
used a social
network via

As weve seen elsewhere in this report, PCs/laptops are still extremely important
when it comes to social networking being used by about three quarters of the
countrys internet users. But well over half are networking via a mobile; within the
multi-device landscape, people might have favored devices for a particular activity but
they rarely confine themselves to using just one access point.

Top 10 Reasons for Using Social Networks

Question: Which of the following activities have you done online on your PC, Mobile or Tablet in the last
month? What are you main reasons for using social networking services? Source: GlobalWebIndex Q1 2015
Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Social Media > Motivations for Using Social
Media > Motivations To Use a Social Network

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Top Social Platforms

TOP 10 SOCIAL NETWORKS/PLATFORMS
% who are members/active users of the following social networks/platforms

Across all of the named social platforms tracked by GlobalWebIndex, user engagement
is monitored in two main ways:
Account Membership. People who say they have an account on the platform in question

Active Usage. People who say that, within the last month, they have actively
contributed to or used the platform in question.
We measure both of these aspects in order to differentiate a social networks total
potential audience e.g. its overall membership base from its current active audience
(those who are actually engaging with it on a regular basis). This allows us to see how
many of a social networks members can be legitimately counted as active users
by far the most important measure of engagement in a digital landscape where social
networking behaviors have proliferated.
Critically, GWI applies the same definitions across all of the platforms that we track.
This enables us to assess their relative popularity in a fair and like-for-like way, whereas
the networks themselves tend to have rather more complex, competing and sometimes
slightly elusive definitions which do not permit accurate comparisons between platforms.
In short, in their own self-published figures, an active user as defined by Facebook is
unlikely to be the same as an active user as defined by Twitter or YouTube.

Question: On which of the following services do you have an account? / Which of the following services have
you used or contributed to in the past month using any type of device? Source: GlobalWebIndex Q1 2014 &
Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Social Media > Social Platforms > Active Usage

33

Whats more, some networks will categorize someone as an active user if they are

The rise of smaller networks like Instagram, Pinterest and Tumblr is a major contributor

logged in via their app, if they have clicked an associated button on a third-party website

to this, with behaviors and platforms becoming more specialized. But the growth of

or if they have simply visited the networks main site without actually doing anything.

chat apps is also a big factor here; many conversations that used to take place on

That means an individual can potentially be classified as active without really engaging

Facebook are now being hosted elsewhere.

with the site especially where passive web analytics are being deployed. Spam, bot
As is also the case in most other markets, Google+, YouTube and Twitter are the three

and other false accounts can also be a real issue.

networks competing for second position. Compared to the global average, however,
GWIs data has the benefit of representing the users perspective; an individual is

Google+ is a stronger force in Indonesia. Two factors help to explain this: the fact that

counted as an active user only if they consider themselves to be one. We believe our

Google encouraged users of its other services to sign up for accounts; and that Google+

figures thus represent the most accurate and robust snapshot of active usage and offer

has always been more popular in fast-growth markets rather than mature internet

one of the only ways to make true comparisons across networks

countries.

Overall, digital consumers in Indonesia are now members of 7.27 social networks,

Behind these top 4 networks, names such as Instagram, LinkedIn, Pinterest and

and are actively using 3.59 of them. This gives yet more evidence for the trend

Tumblr have been enjoying significant growth over the last year. However, they still

towards multi-networking with users turning to different platforms to carry out

have some distance to cover before they can be considered legitimate challengers to

different activities.

Facebook and the other biggest names. This is particularly true of Instagram; despite its
claim to have overtaken Twitter, our data shows that this simply isnt true (whether in

That said, its pretty clear that Facebook remains the most popular network within

Indonesia or globally). As is often the case, the fact that networks tend to use their own,

Indonesia in terms of both membership and active usage. Even so, the figure for

competing definitions of active usage meant that Instagrams claim was not based on

members might have held steady over the last year but active usage has dipped slightly.

a like-for-like comparison.

This puts Indonesia absolutely in line with global trends which have seen engagement
with Facebook becoming more passive.

34

Visitors vs Active Users

As weve seen, on traditional social media metrics such as membership and active usage it is Facebook
which is still the most popular platform. However, look instead at visitation rates that is, those who

MEMBERS, ACTIVE USERS AND VISITORS

% who engage with the top 4 global networks in the following ways

say theyve visited the service in question during the last month and YouTube now posts the same
figures as Facebook.
Whats particularly noteworthy from this data is that YouTubes visitor number is 12 points ahead
of its membership number. Its the only major social platform to find itself in this situation, and its a
trend which shows that significant numbers of its visitors are either not logged in to their accounts,
or are not even members in the first place. User experience is one of the driving reasons behind this.
A site like Facebook is not geared towards people who are not logged in or registered; in contrast, such
individuals can use a platform like YouTube without their experience being compromised in any major
way. In short, YouTube is a more public site, and one where people are more likely to be viewing content
posted by others rather than sharing/uploading their own material.
This is exactly the territory in which Twitter finds itself too; some of its members are using the microblog without signing into their account, while others are engaging with tweets which have been
embedded in other websites or inside news stories. Monetizing and quantifying this audience will be
a key area to watch in the future. Such data also shows why simple black-and-white definitions of
MAUs (monthly active users) will not always tell the whole story, and why sites like YouTube and
Twitter will always have much bigger audiences than such metrics are able to report (for more on
this, see our Twitters Hidden Users trend).
Google+ sees a smaller boost when we compare active users to visitors. While those users it does have
tend to be relatively enthusiastic, it is struggling to engage many people beyond this. It also has the worst
ratio of members to active users, suggesting that many accounts are now lying largely un-used.

Question: Membership: On which of the following services do you have an account? // Visitation: Which of the following websites/
apps have you used in the last month via any device? // Active usage: Which of the following services have you used or contributed
to in the past month using any type of device? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
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Want to explore this data in PRO Platform? Click here: Cross Device > Web Brand Visitation

Engagement with Facebook

Few digital subjects generate as much controversy as the numbers using Facebook, with the network itself having

As our chart on the next page shows, its certainly pretty telling that about 1

a rather broad definition which as it admits itself can include false, duplicate or incorrectly geo-allocated users.

in 2 active users say that, within the last month, they have logged in to see
whats happening without posting/commenting on anything myself.

Whats more, while Facebook itself might be announcing consistent quarter-on-quarter increases in active user
numbers, we know that the social media landscape is growing more competitive than ever and that significant

Just as important are our active user figures for other social networks;

segments of Facebooks audience express a degree of boredom about the site. So, why arent these factors

compare Q1 2014 against Q1 2015 and, as weve already seen, Facebook

impacting their own self-published figures? As usual, its a question of definitions.

saw a decline in active user numbers. All other networks held steady or
experienced uplifts in their active usage figures. This is clear evidence for

In recent years, Facebook has seen the numbers visiting its site remain fairly stable. At the same time, though,

social networking behaviors becoming more diversified; while Facebook was

weve seen a gentle decline in the numbers who perceive themselves to be active on the service. Its not that

once the natural go-to point for most of our social activities, it now has to

people are leaving the site, then. Nor have they stopped visiting. Rather, its that they are using it in more passive

compete with a much wider range of alternatives. To explore this subject in

ways i.e. visiting it to check their newsfeed without actively posting anything or interacting with other users.

more detail, please see our Facebooks User Numbers trend.

FACEBOOK ENGAGEMENT OVER TIME

% who are visitors or active users of Facebook

Question: Visitation: Which of the following websites/apps have you visited in the last month
via any device? // Active usage: Which of the following services have you used or contributed to
in the past month using any type of device? Source: GlobalWebIndex Q1 2013 - Q1 2015
Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Social Media > Social Platforms>
Active User

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Top Facebook and Twitter Behaviors

Across the 20 or so different Facebook behaviors tracked in the GWI survey,

TOP ACTIONS ON FACEBOOK AND TWITTER. % who have done the following in the last month

active users in Indonesia are most likely to be clicking the like button
something which is providing Atlas with ever more precise information about
which types of ads are best targeted at which types of users.
As yet more evidence of the move towards more passive forms of
networking, the top options are dominated by behaviors which involve
users interacting with content posted by other people. Users are more likely
to be clicking the like button, commenting on posts and reading articles/
stories than they are to be updating their own status or posting a photo.
Increasingly, then, Facebook is a place where we are more likely to follow
the lives of others than share details of our own.
Even so, the importance of Facebook as a brand touchpoint is clear from
these figures; 44% say they have recently visited a page belonging to a
brand/product and a third have started following a new brand within the last
month or have shared branded content. Its not all positive news though:
afifth have un-liked a brand and over 15% have posted a critical comment.
When we turn our attention to Twitter, users are most likely to be checking
whats trending and reading news stories, giving yet more evidence for the
importance of Twitter as a news/information platform in Indonesia. Equally
significant is Twitters function as a platform for celebrity engagement: some
33% in Indonesia have visited a famous persons feed during the last month,
while 26% have retweeted one of their posts.

Want to explore this data in PRO Platform? Click here: Social Media > Social Platform
Past Month Activities > Twitter/Facebook Actions

Question: Thinking about when you use Facebook / Twitter, can you please tell us if you have done any of the following within the last month?
Source: GlobalWebIndex Q1 2015 Base: Active Facebook/Twitters Users aged 16-64
37

Networking and Messaging Apps

Within the ultra-competitive app space, Facebook can claim the most popular social

TOP SOCIAL AND

MESSAGING APPS
% who have used the
following apps in the
last month

app, while BBM tops the list for messaging apps.

For social networks proper, first-placed Facebook has a decent lead over second-placed
YouTube. Google+ and Twitter are then neck-and-neck in third place. Despite being a
favorite of marketers, Vine remains a very minor force just 2% of people say they used
it last month.
In the contest between messaging/chat apps, BBM is the leader in this market.
Indonesia is the only market tracked by GWI where BBM is the leading chat app and
its continued importance in the face of declining Blackberry use is testament to its
established position among Indonesian internet users.
Behind BBM, Facebook Messenger and WhatsApp are being used by about 4 in 10 each,
while Line is now being used by a third of Indonesians. Skype completes the top 5, being
used by about a quarter.

Question: Which of the following mobile / tablet applications have you used in the past month? (on any device)
Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Apps > Specific Applications > Specific
Applications Used

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Social Following
Unsurprisingly, people are most inclined to follow people they know in real-life on

Despite attracting considerable interest in the media, vloggers are some of the least

social media. Beyond this, though, there are sizable segments who follow brands

likely to be followed indicating that people are more likely to dip in and out of

they like as well as those from which they are considering making a future purchase.

different vlogs rather than follow particular vloggers avidly. That said, 16-24s overindex a little here: over a fifth in this key demographic say that they follow vloggers.

FOLLOWING BEHAVIORS ON SOCIAL MEDIA

% who say they follow these types of people/organizations

Question: Which of the following types of people or organizations do you prefer to follow online via social
media services (i.e. Facebook, Twitter, etc.)? Source: GlobalWebIndex Q1 2015 Base: Internet Users
aged 16-64
Want to explore this data in PRO Platform? Click here: Social Media > Social Platforms > Types of
People/Organizations Followed on Social Media

39

To explore the themes covered in this chapter in more detail, please

download the following content:
GWI SOCIAL (Flagship Report)

FACEBOOKS USER NUMBERS (Trend)

GWI DEVICE (Flagship Report)
MULTI-NETWORKING (Trend)

MOBILE MESSAGING (Trend)

SIZING INSTAGRAMS AUDIENCE (Trend)

TWITTERS HIDDEN USERS (Trend)

UNLIKING AND UNFOLLOWING (Trend)

TWITTER USERS (Audience Report)

SOCIAL MEDIA ENGAGEMENT (Insight Report)

SOCIAL NETWORKING MOTIVATIONS (Insight Report)

PROFILE REPORTS (Key trends & numbers across social platforms)

40

06
ONLINE COMMERCE
41

Online Buying and Reviewing

Online commerce is less widespread in Indonesia than in many other APAC nations

Equally important is the role of the internet in terms of product reviews; in Indonesia,

but its still 62% of internet users who have bought a product online within the last

56% say they have recently posted a brand or product critique, underlining just

month.

how much noise is being made inside the online space. Its also a behavior which is
remarkably even across the major demographic splits.

Currently, PCs and laptops remain integral to this process; as our data shows, almost
everyone who is purchasing online is making at least some of their transactions on
these devices. That said, mobiles have become a key commerce device too; almost
40% in Indonesia are using them to shop online.

ONLINE BUYING AND REVIEWING

% who have done the following in the last month via these devices

Question: Which of the following activities have you done online on your PC, Mobile or Tablet? Source:
GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Cross Device > Online Activities > Online
Activities Done in Last Month on PC, Mobile or Tablet

42

Clothes top the list again in terms of pre-purchase research, with shoes

E-Commerce by Category

scoring well too. Mobiles also move up the list, giving clear evidence that
many digital consumers are using the internet to research high-value

GWIs survey tracks purchasing behaviors across approximately 70 different product categories, asking whether people

items during the purchase journey.

have bought them online in the last six months (for big-ticket items) or within the last month (for more routine or

If we look at the number of online buyers versus the number of online

small-scale purchases). As our chart shows, it is clothes and shoes which are the most commonly bought items. Also

researchers on a category-by-category basis, some clear trends emerge.

prominent are a number of everyday grocery products, emphasizing the importance of online grocery shopping.

In some cases, there are more buyers than researchers; most of the
products in this group are FMCG/CPG products that are purchased on a
regular basis (e.g. fabric conditioner, snack foods, chocolate, soft drinks,

TOP 20 PRODUCTS FOR ONLINE PURCHASING AND RESEARCH

% who have recently bought or researched the following items online

etc). In these instances, there is neither the need nor desire to invest much
time in research; purchasing habits in these categories are fairly habitual

Purchased

Researched

or deal-driven, and the items in question are typically low-value ones.

There are however a handful of items which do not fit these rules,
including clothes. Its in these categories that were likely to be seeing a
degree of showrooming; theres an obvious advantage to investigating
or testing these products personally (e.g. to find the right fit or style), but
some consumers are doing this in-store before completing their purchase
journey online in order to access the best prices.
At the other end of the spectrum are those product categories with
more online researchers than buyers; cars feature prominently here, as
do mobiles, financial products and a wide range of electronic products.
Here were seeing an element of webrooming, whereby consumers
research various options online and narrow down the list of choices
before completing their purchase journey offline inside a store. Typically,
webroomed categories involve big purchases where the levels of
investment (both financially and emotionally) are significant and where
the physicality of in-store retail remains important.

Question: Looking at the list of products and services below, which of the following have you purchased online in the past six months (big-ticket
items) / last month (minor purchases)? And which of the following have you researched online prior to purchasing? Source: GlobalWebIndex
Q1 2015 Base: Internet Users aged 16-64
43

Want to explore this data in PRO Platform? Click here: Commerce > Online
Purchasing and Research > Products Purchased Online

Online Purchase Drivers

During the online purchase journey, it is a retail store on a social
network which is most likely to increase someones chances of

TOP 10 PURCHASE DRIVERS

% who say the following things make them more likely to purchase a product online

completing a transaction. Indonesians over-index particularly

strongly for this option, underlying the importance of social
networking in this market.
Financial rewards and consumer reviews are also well-received
by Indonesians, with online customer service being just behind.
Across most of these categories, women are ahead of men.
Interestingly, just 23% see appeal in personalized purchase
recommendations, putting this option outside the top 10 and
indicating that more work needs to be done for consumers to
see their value and/or potential. That around 55% in Indonesia
say they worry about how their personal data is being used by
companies is highly relevant here.

Question: Which of the following online activities from a brand are most likely to positively influence your consideration to purchase?
Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Marketing Implications > Brand Activation > Motivation to Drive
Purchase Consideration

44

Topics of Online Conversation

TOP 20 TOPICS OF ONLINE CONVERSATION
% who say they talked about the following subjects online during the past month

Within the GlobalWebIndex survey, digital consumers are asked if they have
recently talked or posted an opinion online about 30 different subjects and
product categories. If we rank these in Indonesia, it is tech subjects that
dominate with computers and mobiles topping the list. Travel and fashion are
key topics of discussion too.
Across the board, consumers in Indonesia tend to be more vocal than their
counterparts in many other countries. Whats more, that about three quarters
say they have recently shared an online opinion about at least one of the
categories in question gives yet more evidence for the important role of the
internet in terms of brand advocacy.

Question: Which of the following products, services or topics have you posted opinions about online
in the past month? Source: GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64
Want to explore this data in PRO Platform? Click here: Commerce > Influence and Advocacy
> Products Talked About Online

45

To explore the themes covered in this chapter in more detail,

please download the following content:
GWI COMMERCE (Flagship Report)

SHOWROOMING & WEBROOMING (Trend)

GWI DEVICE (Flagship Report)
THE POWER OF RECOMMENDATION (Trend)

46

07
BRAND ENGAGEMENT
47

Brand Discovery
At the very start of the purchase journey, it is stories on online newspaper/magazine sites which make
the biggest impact. These articles are equally powerful by income but their impact increases among men

TOP 10 SOURCES OF BRAND/PRODUCT DISCOVERY

% who say they discover products via the following sources

and the youngest consumers.

Compared to their counterparts in other markets, those in Indonesia over-index notably for coverage in
press, both online and offline. They are also twice as likely to find brands via social media posts.

Question: In which of the following ways are you most likely to

find out about new brands, products, or services? Source:
GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click here:

Marketing Implications > Brand Discovery > Sources
of Brand Discovery

Research Channels
Once consumers are aware of a brand and are looking for further information, they are most likely to turn
to search engines (a behavior which tends to increase in line with age).
Compared to other markets, social networks and blogs are (much) more important to consumers in
Indonesia.
Consumer reviews are also an important go-to point but, as in most other markets, there are more
people posting reviews than there are actively looking for them. Helping consumers to cut through the
noise being made online thus remains a key challenge.

Question: Which of the following online sources are you

primarily using when you are actively looking to find out more
information about brands, products, or services? Source:
GlobalWebIndex Q1 2015 Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click here:

Marketing Implications > Brand Discovery > Online
Research Channels Used

48

TOP 10 RESEARCH CHANNELS

% who say they use the following when looking for more information
about a brand/product

Online Brand Interactions

Of the 20 or so online brand-consumer interactions monitored in the GWI survey, the importance of
brand websites is abundantly clear. This option outscores all of the others by a considerable margin

TOP 10 ONLINE BRAND INTERACTIONS

% who did the following last month

and remains consistently important across the various age groups (with peaks among older consumers).
Social channels have a vital role to play as well, with options such as liking products/brands or visiting
a brands page on a network both featuring prominently. Indonesian consumers over-index here, as they
do for branded blogs. Perhaps the most important trend is that 95% are interacting with brands in at
least some way each month.

Question: Which of the following brand-related actions have

you done in the past month? Source: GlobalWebIndex Q1
2015 Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click

here: Marketing Implications > Brand Activation >
Interactions in the Past Month

Brand Advocacy

TOP 10 REASONS FOR BRAND ADVOCACY

% who say they would advocate a brand online for the following reasons

When we ask online consumers in Indonesia about the factors that would make them most likely to
endorse or publicize a brand, one stands out particularly clearly: over half report that they would do this
in return for a reward. Interestingly, these figures are consistent across the various income, gender and
age quartiles. Clearly, then, the appeal of a reward is one that transcends demographics.
Across most of the other options tracked in our chart, differences by age tend to be more pronounced.
Older groups lead for things such as great customer service and high-quality brands, for example, while
the youngest users are the most likely to engage in promotion out of simple love of a brand.
Question: What would most motivate you to promote your
favorite brand online? Source: GlobalWebIndex Q1 2015
Base: Internet Users aged 16-64

Want to explore this data in PRO Platform? Click

here: Marketing Implications > Brand Activation >
Motivation to Advocate Favorite Brand

49

To explore the themes covered in this chapter in more detail,

please download the following content:
GWI BRAND (Flagship Report)

POWER OF RECOMMENDATION (Trend)

GWI DEVICE (Flagship Report)
THE FIGHT FOR ONLINE PRIVACY (Trend)

50

www.globalwebindex.net

Jason Mander

Head of Trends
E jason@globalwebindex.net
@thejasonmander
T + 44 207 731 1614 A GlobalWebIndex, Bedford House,
69-79 Fulham High Street, London, SW6 3JW, England

Copyright Trendstream Limited 2015

All rights, including copyright, in the content of GlobalWebIndex (GWI) webpages and publications (including, but not limited to, GWI reports and blog posts) are owned and controlled by Trendstream Limited. In accessing such content, you agree that you may only use the content for your own personal noncommercial use and that you will not use the content for any other purpose whatsoever without an appropriate licence from, or the prior written permission of, Trendstream Limited. Trendstream Limited uses its reasonable endeavours to ensure the accuracy of all data in GWI webpages and publications at
the time of publication. However, in accessing the content of GWI webpages and publications, you agree that you are responsible for your use of such data and Trendstream Limited shall have no liability to you for any loss, damage, cost or expense whether direct, indirect consequential or otherwise, incurred
by, or arising by reason of, your use of the data and whether caused by reason of any error, omission or misrepresentation in the data or otherwise.

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