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SOCIAL	MEDIA	BEHAVIOUR	
&	BUYING	DECISIONS	2017	
		An	independent	study	as	a	contribu1on	to	the	Indonesia	media	digital	industry
This	research	has	1000		respondents.	
Spread	in	8	big	ciDes	such	as;	
Jabodetabek,	Bandung,	Surabaya,	
Yogyakarta,	Medan,	Malang,	
Makassar,	Palembang.
3
Demography
36%	
64%	
gender	
man	 woman	
32%	
38%	
25%	
5%	
age	
15-25	 26-35	 36-45	 46-55
4
Demography
0%	
48%	
11%	
40%	
1%	
educa3on	
SD	 SMP/SMA	
Diploma	 S1/	Sarjana	
S2/S3	
4%	
49%	
9%	
17%	
18%	
3%	
job	
Pegawai	Pemerintah	
Pegawai	Swasta	
Wiraswasta	
Ibu	Rumah	Tangga	
Pelajar/Mahasiswa
5
13%	
50%	
28%	
9%	
Time	spend	on	social	media	
usage		
0	-	1	hour	
2	-	3	hour	
4	-	6	hour	
7	-	12	hour	
Usage Behavior
1st		20.00	–	22.00	(58%)	
2nd			12.00	–	13.00	(43%)	
	 3rd		18.00	–	20.00	(41%)	
4th		16.00	–	18.00	(26%)	
5th		13.00	–	16.00	(25%)
6
Usage Behavior
32%	respondents	use	Notebook	or	laptop	to	access	
social	media.	
33	
42	 43	
29	
home	 office	 campus	/	
school	
everywhere	
device	
Notebook	or	laptop	not	
only	in	office	so	do	in	
campus	or	school
7
Awareness
Urban		Digital	Media	Awareness	
91%	 80%	 70%	 61%	 45%	
90	
61	
80	
70	
45	
45	
14	
18	
Facebook	
Twider	
Instagram	
Youtube	
Path	
Google+	
LinkedIn	
Snapchat	
0	 10	 20	 30	 40	 50	 60	 70	 80	 90	 100
8
Owned
Urban		Digital	Media		
87%	 61%	 40%	 30%	 25%	
87	
30	
62	
40	
25	
11	 13	
33	
0	
20	
40	
60	
80	
100	
Facebook	 Twider	 Instagram	 Youtube	 Path	 BBM	 WA	 Google	
33%
9
Social Media Usage
Urban social media most usage
44	
2	
29	
3	 3	 3	
8	
5	
0	
5	
10	
15	
20	
25	
30	
35	
40	
45	
50	
5%	
8%	
29%	
44%
10
Why	did	you	use	these	social	media?	
1.  To	keep	in	touch	with	friends	or	family	(77%)	
2.  To	find	informaDon	and	news	(68%)	
3.  To	make	a	new	friends(62%)	
4.  As	entertainment	(55%)	
5.  To	find	product	or	services	(33%)
11
To	find	informaDons	and	
news	(68%)	
To	find	product	or	services	
(33%)	
71%	
58%	
35%	
31%
12
Who are they following?
Following social media account by respondents
44	 44	
29	
48	
45	
26	
0	
10	
20	
30	
40	
50	
60	
beauty	
product	
woman	
healthy	
product	
	E-Commerce	 	Fashion	
product	
electronic	
product	
Food	and	
Beverage	
Following	brand
13
Source of awareness of social media brand
account
60	
49	
41	
10	 14	
0	
10	
20	
30	
40	
50	
60	
70	
official	brand	account	
official	news	portal	
account	
friends	
public	figure	official	
account	
celebrity	official	
account	
source
14
Beauty Product
Number of brand has seen by respondents
60	
14	 11	 7	
24	
19	 11	 9	
0	
10	
20	
30	
40	
50	
60	
70
14	 16	 14	
31	
13	
8	 3	
19	
0	
5	
10	
15	
20	
25	
30	
35	
Make	Over	 PAC	
(Professional	
ArDst	CosmeDc)	
Caring	Colours	 Sari	Ayu	
yes		
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
16
E-commerce Product
Number of brand has seen by respondents
62	
42	
33	
18	
28	
0	
10	
20	
30	
40	
50	
60	
70	
Lazada	 Bukalapak	 Tokopedia	 Zalora	 Traveloka	
e-commerce
66	
39	 35	
16	
27	
60	
45	
32	
21	
29	
0	
10	
20	
30	
40	
50	
60	
70	
Lazada	 Bukalapak	 Tokopedia	 Zalora	 Traveloka	
yes	
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
18
Bank
Number of brand has seen by respondents
34	
56	
26	
13	
42	
0	
10	
20	
30	
40	
50	
60	
BRI	 BCA	 BNI	 CIMB	NIAGA	 MANDIRI	
bank
39	
62	
30	
10	
45	
30	
51	
24	
15	
40	
0	
10	
20	
30	
40	
50	
60	
70	
BRI	 BCA	 BNI	 CIMB	
NIAGA	
MANDIRI	
yes	
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
20
Financial non-Bank
Number of brand activation in social media
47	
30	
15	
36	
8	
0	
10	
20	
30	
40	
50	
Adira	Finance	 FIF	 Wom	Finance	 Pegadaian	 Home	Kredit	
non	bank
58	
31	
22	
45	
40	
30	
9	
30	
0	
10	
20	
30	
40	
50	
60	
70	
Adira	Finance	 FIF	 Wom	Finance	 Pegadaian	
yes		
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
22
Electronic Brand
Number of brand has seen by respondents
47	
78	
20	
29	
16	 23	
11	
0	
10	
20	
30	
40	
50	
60	
70	
80	
90	
Apple	 Samsung	 Sony	 Lenovo	 Toshiba	 Asus	 Panasonic	
electronic
45	
81	
14	
30	
12	
0	
10	
20	
30	
40	
50	
60	
70	
80	
90	
Apple	 Samsung	 Sony	 Lenovo	 Toshiba	
yes		
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
24
Fashion Product
Number of brand has seen by respondents
0	
10	
20	
30	
40	
50	
60	
Zara	 Mango	 Pull	&	
Bear	
Forever	21	 H	&	M	 Uniqlo	 Gaudi	 Hammer	
fashion
0	
10	
20	
30	
40	
50	
60	
70	
yes		
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
26
Beverage Product
Number of brand activation in social media
0	
10	
20	
30	
40	
50	
60	
70	
80	
beverage
0	
10	
20	
30	
40	
50	
60	
70	
80	
yes	
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
28
Women Healthy Product
Number of brand has seen by respondents
0	
5	
10	
15	
20	
25	
30	
35	
Laurier	 Charm	 Soiex	 KiranD	 Nature	e	
Women	healthy
0	
5	
10	
15	
20	
25	
30	
35	
40	
Laurier	 Absolud	 Charm	 Soiex	 KiranD	 Nature	e	
yes	
no	
Number	of	share	aier	seeing	the	brand	acDvaDon	is	social	media.
30
Is it interesting?
Very	interes3ng	(78%)	
Not	interesDng	(2%)
31
What do they remembered most ?
	
1. Brand	logo	(63%)	
2. Visual	(60%)	
3. Tagline	(40%)
32
User Habit
Aier	you	see	the	brand	account	or	post,	did	you	share	it	to	your	
friends	in	through	social	media?	
Yes	(40%)	 No	(60%)	
Aier	you	see	the	brand	account	or	post,	did	you	share	it	to	your	
friends	not	through	social	media?	
Yes	(47%)	 No	(53%)	
Did	you	intend	to	use	or	buy	your	most	memorable	brand	in	social	
media?	
Yes	(80%)	 No	(20%)
THANK	YOU

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