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CONFIDENTIAL
January 2015
What does the Indonesian consumer want? The 4 Trillion question
Ranking by overall GDP
Trillion
USD
2010 PPP
Ranking 1990 Ranking 2000 Ranking 2010 Ranking 2030 trillion
1 US 1 US 1 US 1 China 38.49
69
66
62
59
54 Private
51
consumption
remains a
primary driver
34 of Indonesias
growth,
underlining the
importance of
understanding
consumerism
in Indonesia
SOURCE: Canback Global Income Distribution Database (C-GIDD); Indonesias Central Bureau of Statistics; 2011
McKinsey & Company | 4
McKinsey survey of 5,500 Indonesian consumers; McKinsey Global Institute analysis
URBAN CONSUMING CLASS
The Urban Consuming Class presents a sizeable and growing market:
adding a population equivalent to that of Singapores each year
Family-oriented Individualistic
Risk-averse Risk-taking
Differences
6% 2%
I consider a few brands, I always buy brand
but am open to another offering the best deal
brand if they are on
promotion
28%
I consider a few
brands, then choose
from those pre-
63%
I only buy the
determined brands brand I prefer
Urban Indonesians are risk averse and brand-loyal; They pick brands and products they know
and trust. Private label penetration of grocery is 1.5%1 versus regional peers Thailand 2.5%,
Malaysia 2.6%, Singapore 3.2%
54 64 57 64
28 41
Fruit
Biscuits
juice
1 2 3 1 2 3
79 68 81
59 50
36
Instant
RTD tea
noodle
1 2 3 1 2 3
Distinction between
Affluent Affluent and Mass
Consuming 20
class Self-Rewarding
Mass
Consuming 35
class
Financially Savvy
Premiumizing
Aspiring
69
class
Early adopters
Struggling
class 14 Digitally
connected
Total urban
population
Family-oriented Individualistic
Risk-averse Risk-taking
Shopping Shopping around for financial products is worth the effort, percent agreeing
around 59 63 65 3. Trust in
Internet
Trust in the Internet banking is not secure enough, percent agreeing banking
Internet 40 36 33 lagging
past 2 years
Did you use the internet in the past 12 months through a PC, laptop or mobile phone?1
Percent of respondents in urban population answering yes
PC / Laptop Mobile
31
29
1.5x
1.6x 21
18
SOURCE: McKinsey Consumer Insights Indonesia 2013, MGI Cityscope McKinsey & Company | 13
DIGITALLY CONNECTED
Social networking is by far the leading use of the internet URBAN
Have you done the following activities on a PC/laptop the last 12 months?1
Social networking 70
n/a
44 Social networking and
Searching information 47
30 searching information
Chatting 51 -21 predominant use of
Reading news 27 internet
27
Sending, receiving emails 27 Opportunity for
17 marketers to drive
25
Gaming 54 further digital media
22 consumption in
Reading blogs, tweets 21
18 Indonesia
Watching TV, video, movies online 78 -60
16 Commercial activities
Listening to music online 49 -33 such as online shopping
Writing blogs, tweets 12 and banking continue to
10 have a low
Job searching 10
5 penetration, especially
7 relative to Chinese
Online shopping 32 -25
mass market
6
Online banking 14 -8
4
Calling 21
1 Question asked to the 29% of the population that cited using internet via PC/laptop in past 12 mos.
92%
Internet 58% 34%
banking 21% 28%
3% 10% +18%
+19%
61%
Smart- 33%
19% +42% 26%
phone 4% +29% 5% +21%
100%
Multi-channel 14% 13%
Self-direct 4% 31% 6%
44%
6% 39%
Low engagement 35%
18%
1 Multi-channel: Visits a branch at least every month and uses digital banking at least once every 2 weeks
Self-directed: Uses digital banking at least once every 2 weeks, but visits branch less than once every month
Branch users: Visits branch at least once every month, but uses digital banking less than once every 2 weeks
Low engagement: Visits branch less than once every month and uses digital banking less than once every 2 weeks
Consumers intend to perform the following banking activities via different channels1
% preference for each channel to perform activities, N=1,103 Branches and
Internet banking Smartphone ATM call center
Pay bills 20 24 37 18
Less
complex Transfer money 17 21 40 22
transac-
tions
Balance inquiry 18 23 41 18
Compare rates on
32 31 7 30
products
Exchange currency 14 12 0 74
Complex
transac-
tions Get product advice 24 18 8 51
1 Question asked was likelihood of performing the following activities via different channels in the next 12 months
100 70
It is not safe
Yes 7
Do not
26 My bank does not offer such servcies 10
use internet