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THINK MOBILE: Growing With the Indonesian Consumer

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THINK MOBILE: Growing With the Indonesian Consumer

  1. 1. Iyan Muhsinin Managing Director, GfK Indonesia Connected Evolution & The New Indonesian Consumer
  2. 2. The World in Your Pocket
  3. 3. 7 18 37 62 80 104118 128 136 130 116 109155 185 206 195 177 16917 61 130 228 326 139 267 441 685 1,010 1,264 2009 2010 2011 2012 2013 2014 FC TV Desc PC/All in one Notebooks/Netbook Tablets Smart phones In 2014 close to 2 billion "core Internet devices" will be sold, out of these 1.2 billion will be smart phones Global sales [million units] Source: GfK Retail Panel , core devices which can connect to the internet 1,972 419 615 881 1,611 1,202
  4. 4. … going beyond a simple communication device Smartphones: Disrupting existing markets Browser Audio PlayerGPS Video Player Camera Microphone Loudspeakers Smartphones are becoming a one-stop portal for all our consumer device needs Health
  5. 5. Massive growth in adoption of connected devices APAC excl. CN&JP, 2011 to 2014, Sales Value +US$16 Bn Source: GfK; Retail Data: Connected Devices, APAC excl. CN&JP, 2010 to 2014, Sales Value - 5 10 15 20 25 30 35 40 45 1H 2011 1H 2012 1H 2013 1H 2014 USDBillions NON-CONNECTED CONNECTED -US$7 Bn
  6. 6. There is a shift from Connected to Connected Anywhere… Driving the demand for personal mobile devices Source: GfK; Retail Data: Digital Devices, APAC excl. CN & JP, 2010 to 2014, Sales Units 3,490 1,978 5,200 3,831 1,425 1,327 465 4,407 16,793 49,892 Q311 Q411 Q112 Q212 Q312 Q412 Q113 Q213 Q313 Q413 Q114 Q214 Sales Units in Thousands DESKTOP PC Laptops > 8" TABLET ≤ 8" TABLET SMARTPHONE ≡
  7. 7. Globally the majority of people use more than one device to connect to the Internet Source: GfK Roper Reports Worldwide, 2013; consumer behavior and attitudes in 31 markets
  8. 8. Let’s take a closer at what the Indonesian consumer is doing
  9. 9. In Indonesia, Smartphone sales increased 7 fold in the past 5 years, eclipsing feature phones for the first time in 2014  Indonesia following global trend - Tablets and SP growing at a phenomenal pace  SP will make up 46% of all devices sales up from 32% in 2013  Tablets growth eating into Laptop and PCs sales Source: GfK; Retail Data: Sales Units in ‘ 000 , Indonesia 37 Cities 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 2010 2011 2012 2013 2014 Fcst Unit Sales Desktop PC Laptop Tablet PC Smartphones Feature Phone 46% 32% 20%
  10. 10. Indonesia one of the fastest growing smartphone markets in the world – 2015 expected to connect 40 mn more people Over 50mn Smartphones sold in last 2 years (2013/14) Source: Source: GfK; Retail Data: Sales Units in ‘ 000 , Indonesia 37 Cities,, *the bubble figure refers to unit growth yoy Smart+Feature Phone 9% 2% 4% 3% 2011 51,929K Smartphones 2012 56,577K 2013 57,385K 2014 59,812K 2015 Forecast 61,732K 20% 44% 51% 27% 2011 12,083K 2012 14,513K 2013 20,897K 2014 31,473K 2015 Forecast 39,848K
  11. 11. In the space of 5 years, Indonesia has transformed from Nokia-land, to BlackBerry-land, and now Android-land; while iOS struggling to gain traction Source: GfK; Retail Data: Sales Units in ‘ 000 , Indonesia 37 Cities 45% 18% 4% 0% 0% 2010 2011 2012 2013 2014 (F) 45% 53% 50% 20% 6% 2010 2011 2012 2013 2014 (F) 1% 1% 2% 3% 2% 2010 2011 2012 2013 2014 (F) 3% 23% 39% 65% 88% 2010 2011 2012 2013 2014 (F)
  12. 12. Growing trend of larger screens and Dual-Sim phones, Android dominant OS Average Selling Price 52%of devices sold in YTD 2014 were Smartphones 88%of Smartphone are Android. 31% among Smartphone market are devices with price < IDR 1 Mio 4%of Smartphone market in YTD 14 are equipped with LTE ready. 26%of Smartphones sold have 4” screen size 65% of Smartphone devices sold are Dual-SIM card +56%  +293%  +264%   Growth YTD 14 vs YTD 13 (unit) , All data based on YTD Sep 2014 Data – Smartphone / Feature phone , Indonesia 37 Cities . Volume in Sales Units Smartphones, Mobile phones or Phablet OS Screen Size Digital Standard Number of SIM Cards
  13. 13. Indonesians are ready for digital platforms just getting started on online retail Source: McKinsey & Company 2014 Report and GfK data about 56% internet penetration in Indonesia, less than 10% are shopping online of population within 138 million members living in urban area are the middle class segment (urban consuming class) Smartphone devices sold through online channel entering the urban consuming class each year = a population the size of Singapore Less than 55 million 2% 10% Less than 5 million
  14. 14. • A consumer survey, 2,400 face-to-face interviews about media usage in Indonesia as well as device ownership and usage • In addition, installation of approximately 600 Passive meters among respondents in 5 Java cities – running through to March 2015. • Study to provide Cross device linkages and real-time big data on what are people doing on their devices Introducing the Google Digital Metering Project Next few slides give you a very first glimpse of what we are finding from the media usage part of the study . Please be mindful these are preliminary un-weighted and part sample data from 1450 consumers only
  15. 15. COMPUTER (PC) 29% TABLET (TB) 8% Multi-screen usage is just starting to happen , Smartphone main gateway to the world FEATURE PHONE (FP) 44%  25% have both PC and Smartphone , whereas 6% have Smartphones and Tablets Source: GfK Google survey among urban middle class (ABC1) aged 18-55 across 5 big cities in Indonesia, October 2014 , N= 1450 SMARTPHONE (SP) 73% Base: All Respondents PC + SP 25% TB + SP 6% Excl. SP 33%
  16. 16. 81%Social networking (Facebook, Twitter, etc.) 59%Chatting (YM, Skype, Gtalk, etc.) 37%Watching video via YouTube, Vimeo 78%Call/SMS 79%Browsing Only in Indonesia, people use mobile phones for ‘social networking’ more often than making calls! Source: Media Behaviour and Consumption, Indonesia 2014, among smartphone users, urban middle class 32%Emailing Base: Smartphone Users
  17. 17. 58% Social networking (Facebook, Twitter, etc.) 29%Chatting (YM, Skype, Gtalk, etc.) 38%Watching video via YouTube, Vimeo 65%Do assignment / work 73%Browsing What do people in Indonesia use PC for? Source: Media Behaviour and Consumption, Indonesia 2014 50%Emailing Base: PC Users
  18. 18. Smartphones are the primary gateway to Internet 7% Use a tablet 4% Use a desktop computer 16% 87% Use a laptop Use a smartphone 29% of people online use more than one device to connect Source: Media Behaviour and Consumption, Indonesia 2014 Base: Internet Users
  19. 19. 0 10 20 30 40 50 60 70 6-9 9-10 10-11 11-12 12-13 13-14 14-15 15-16 16-17 17-18 18-19 19-20 20-21 21-22 22-23 23-24 00-01 01-06 PC Smartphone Tablet Feature Phone TV Radio Print Media (Magazine, Newspaper, Tabloid) Smartphones are always on during waking hours, parallel usage during evenings starting to show Source: GfK Google survey among urban middle class (ABC1) aged 18-55 across 5 big cities in Indonesia, October 2014 , N= am Base: All Respondents
  20. 20. Implications
  21. 21. Today’s consumers are mobile, connected, in control…and expect the best in technology and a great user experience The evolution of technology is both shaped by and drives consumer behaviour
  22. 22. Sources: (1) GfK, Global Sales Value % 2013/2014 estimated. Global consumer tech devices retail sales revenue in USD - top tier products, December 2013. (2) Gartner, (3) Gartner The explosion of digital devices and internet accessibility have changed the way consumers… Global mobile transactions are predicted to reach $617bn in 2016 (2) And global mobile ad revenue to reach: $24.5bn in 2016 (3) Mobile will soon be the important channel to drive business growth SearchShop Communicate Engage with brands Gather information
  23. 23. Harvard Business Review, 2012, Roland T. Rust, Christine Moorman and Gaurav Bhallla: Rethinking Marketing Earlier Now Product Customer Customer Product We need to move from being product to customer centric
  24. 24. Understand how consumers are using their mobile devices Define your mobile strategy, understanding mobile audience Improve your mobile properties performance Optimize content by OS and device Make mobile an effective channel for search Improve mobile ad effectiveness Intercept consumers in their purchase journey Mobile Audience Measurement Mobile Web Benchmark Cross Device Insight Mobile Ad Analysis Mobile User Journey Mobile Search Measurement
  25. 25. … and relook at consumer purchase journeys
  26. 26. • Get ready for the constantly connected consumer – talk to them at a personal level • Don’t just extend advertising strategies to include mobile but instead center them around it • How consumers will find and buy you will also change soon enough , engage them across the journeys they make Final thoughts
  27. 27. Who we are
  28. 28. GfK. Growth from Knowledge Helping you make better decisions We are the trusted source of relevant market and consumer information. • 13,000 experts in 100 countries • 5m consumer and electronics products sales tracked globally for brands and manufacturing companies • Supplying television audience measurement in 8 media markets, as well as digital and radio tracking in more countries • Providing insight through social media data • Part of Europanel partnership, capturing scan-based purchasing
  29. 29. We drive insights by bringing together unique data assets , innovation platforms & industry expertise Innovative technology platforms Big-data, behavioral digital analytics Business opportunities Winning strategies Our data assets Your data assets Other data assets Industry expertise Proven market research and product expertise
  30. 30. Providing guidance to identify key new opportunities…
  31. 31. Thank you for your attention! www.gfk.com

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