Explore

T h e M o b ile W o rld

In Indonesia

Baidu
BaiduIndonesia
Indonesia

Overview
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.

1
3

Online Survey:
The questionnaire is posted on hao123.com,
liputan6.com, etc. in Sep 2014.
And totally 11458 valid sample is collected.

Expert Interview:
Expert list covers Indonesia top tech blogger,
media, developer to commercial company etc.

2
4

Depth interview:
Over 100 hours deep interview carried out
among mobile internet users in JKT and other
cities face-to-face or by telephone.

Product Data:
The log data from Baidu products are also
included in the final analysis.

Baidu Indonesia

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: social network, searching and media consumption
Apps: only a few will be frequently used, browser is the most versatile one
Peak time: lunch time and after work

Part C
Future

Mobile internet will have a rapid growth in the future

Developers will have more support from the enterprises
Indonesia will become a internet player rather than a big internet market only

Baidu Indonesia

Detail Findings

Part A
Market

Part B
User

Part C
Future

Baidu Indonesia

Smartphone: most widely and most frequently used device

Device for Surfing Internet
59,9%

Smartphone

48,0%
41,4%

Laptop PC

20,3%
33,5%

Desktop PC

15,5%

17,4%

Tablet/Pad

Netbook

Other

8,3%
11,0%

I use it to surf the net in the past 6 months

3,9%
4,0%
3,6%

I use it to surf the net most frequently

Baidu Indonesia

General usage: high frequency and long duration

Frequency for surfing mobile internet

Hours for surfing mobile internet

over 5 hours

3-5 hours

90.7%

2-3 hours

26,6%

14,0%

15,4%

1-2 hours

less than 1 hour

90.7% of the mobile internet users surf

more than once a day

22,7%

21,3%

Over 40% users spend 3 hours or more each

day to surf the internet with smartphone

Baidu Indonesia

Operator: price is no longer the only consideration

Top considerations when choosing the operators

Better data Package

39,6%

Networs speed

38,2%

Lower price

34,9%

Network stability

33,3%

Network coverage

Mobile standard

31,9%

24,9%

Other than price, internet experience such as speed, network stability are playing important role when user
choosing the operators

Baidu Indonesia

Device: low-end device is currently the mainstream

Purchase Price of the Current Smartphone

Less than Rp. 1,000,000

20,6%

Rp. 1,000,001-1,500,000

29,1%

Rp. 1,500,001-3,000,000

33,5%

Rp. 3,000,001-5,000,000

11,5%

Rp. 5,000,001-8,000,000

More than Rp. 8,000,000

4,1%

1,3%
Rp.1,000=$0.08215

Currently, over 80% of the smartphone are below Rp. 3,000,000.

Baidu Indonesia

Device in future: A better Android phone

OS users going to choose

Price of the current smartphone

vs.
Budget for the next smartphone
Rp. 2,907,000

Rp. 2,148,000

87.3%

Rp.1,000=$0.08215

87.3% of the mobile internet users expecting

the next smart phone to be Android

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.
Baidu Indonesia

Brands: local brand is chasing Samsung

Brands of the current smartphone

Samsung

49,7%

Blackberry

16,2%

Smartfren

14,4%

Nokia

9,2%

Advan

8,5%

Sony

8,0%

Evercoss

7,9%

Lenovo

7,1%

oppo

6,4%

Mito

3,9%

Apple

3,0%

LG
Hisense
Huawei
Himax

2,7%
1,9%
1,0%
0,7%

Baidu Indonesia

Detail Findings

Part A
Market

Part B
User

Part C
Future

Baidu Indonesia

Demographics: young male with lower income

Female
25.3%

Male
74.7%

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

45,6%

younger than 18

13,9%

18-25

40,1%

28,7%
26-30

17,8%

12,2%

31-35

14,0%

5,7%
36-40
3,1%
4,6%

7,1%

41-45

3,7%

older than 45

3,4%

Baidu Indonesia

Users: less internet experience

Comparison of the internet experience

6,2%

less than 6 month

11,2%

Computer

10,9%

6 month -1 year

21,4%
21,1%

1-3year

34,3%

44.8%

26,1%

3-5years

21,8%
25,6%

5-10 years

10 years or longer

Device to start the internet experience

9,4%

Smartphone

10,0%
2,0%

44.8% of the users started their internet

PC internet experience

Mobile internet experience

experience from smartphone

Baidu Indonesia

Scenario: home is the most important

Mobile internet scenarios
Home

95,2%

Workplace

36,0%

On-the-go

26,8%

Restaurant

26,6%

Caf/coffee shop

20,2%

School

15,9%

Public transport

12,3%

At a social gathering/
function/event
Others

10,1%
3,3%

Baidu Indonesia

Activities: social network, searching and media consumption

Mobile internet activities
Accessing a social nertwork

84,2%

Searching

65,7%

Reading news/books/magazines

39,2%

Sending/Reading emails

38,9%

Watching videos

31,4%

Playing games

30,7%

Listening music

17,6%

Reviewing blogs or BBS

Others

16,4%
1,5%

Baidu Indonesia

Apps: only a few apps are frequently used

Apps installed vs. Apps frequently used

Frequently used Apps

86,4%
81,0%

social network
browser
1-2 Apps

39,4%

64,5%

game

34,4%

61,0%
32,2%
50,7%

video

17,0%
48,2%

news

6-10 Apps

more than 10 Apps

13,5%

25,3%

map&travel

7,9%

tools

7,0%

photography

6,2%

11,4%

shopping
books
others

63,9%

35,4%

music
3-5 Apps

79,5%

48,1%

36,0%
28,6%
28,4%

8,6%
2,5%
0,9%
0,1%

16,8%

Apps installed
Apps frequently used

Baidu Indonesia

Browser: a versatile tool

Frequency of using mobile browser

Purpose for using mobile browser

search

78.3%

79,1%

download things

66,2%

social networks

65,3%

read news

55,6%

watch pictures

34,3%

watch videos

31,0%

shopping
read novels
others

78.3% of the mobile internet users open browser

many times a day

19,0%
5,8%
0,9%

Users are using browser for various purposes

Baidu Indonesia

Peak time: lunch time and after work

13:00

0:00

1:00

2:00

3:00

4:00

5:00

6:00

7:00

8:00

19:00

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

Baidu Indonesia

3 typical user personas

The Mobile "User"

Mobile is complementary

The Mobile "Player"

Mobile is dominant

Computer is the main tool for my

internet life

Computer is only my homework

machine

I usually use phone at fragmented

times

I really like Android, so many apps

and games, so many fun, and also
private

The Mobile "Learner"

Mobile is all

Anything I need from internet, I use

my phone

Baidu Indonesia

The Mobile

USER

Name: Rizki
Aged 28 and married

Most of them start using internet by PC, 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

Basic information
Occupation: Senior Marketing Executive
Mobile internet History: from 2011 with the first
mobile phone of Sony Xperia

A typical day with internet

7:30

Get up, check emails and FB

with the phone.

9:00

When arrive the office, opens the

computer and read some news, then
start the work.

PC internet History: from 2008 with first laptops in

college

12:00

Lunch time: Facebook, BBM,

Twitter with the phone.

Present internet devices:

13:30

Go back to work, emailing,

searching by computer.

18:00

During a boring meeting, scan for

funny things on the phone.

23:00

Reading some news and check FB in

bed before go to sleep.

Dell

Samsung Galaxy s5

I usually use phone at fragmented times,

less than 2 hours in one day
I only have a few favorite apps, because I
dont have that much time

Daily life
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 IT company. 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 checks his FB during lunch.

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.

Baidu Indonesia

The Mobile

PLAYER

Name: David
Age: 18

Start using internet by 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 playmate

Basic information

A typical day with internet

8:00

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

12:00
14:00

Present internet devices:

19:00
Acer

Smartfren

Play games: the Titans War,

racing games.
Chat with friends on line, Facebook,
Path.
A friend introduced a new app.
Download it and have a try.
Do homework: FB, search.

21:00

Watch videos:movies, sports

videos, funny videos
Play games.

23:00

FB before go to bed.

I really like Android, so many apps and

games, so many fun, and also private
Computer is only my homework machine

Daily life
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.

Baidu Indonesia

The Mobile

NOVICE

Name: Arni
Age: 19

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

Basic information
Occupation: cashier at a supermarket
Mobile internet History: from 2011 with the first
mobile phone of Evercross A11

A typical day with internet

8:00

Read some gossip news and chat

with friend on the way work via
FB.

12:00

Check the FB during the lunchtime.

19:00

Talk with a friend on Line.

21:00

A friend helped to installed a

new game. Try the new game
and then watch some videos
on Youtube before go to bed.

Daily life
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.

PC internet History: no
Present internet devices:

Evercoss A11

Anything I need from internet, I use my

phone

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.

Baidu Indonesia

Detail Findings

Part A
Market

Part B
User

Part C
Future

Baidu Indonesia

Future of the mobile internet in Indonesia

A rapid growth

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.

Better for developer

Market becomes player

There are more communications between government

and entrepreneurs. Both developer and the
entrepreneur will benefit from a healthier environment.

The prosperity of the internet industry has a strong

relationship to GDP growth, the government is
paying more attention to the internet industry.

Operators investment on the new technology and the

infrastructure will help developers.

Indonesia is already a big market. The cooperation

with foreign companies also helps local industry to
grow.

More and more enterprises are seeking cooperation

with the developers.

Operators such as Smartfren are investing on

internet infrastructures such as LTE. A better
infrastructure is the basis of growth.

Baidu Indonesia

Experts

Andry Huzain

Manuel Irwanputera

Hermansyah

Enda Nasution

Denny Abe

Rama Mamuaya

Baidu Indonesia

About Baidu
Baidu is the 5th largest internet giant all over the world, and starts business in Indonesia since July 2013
Currently Baidu has 4 mobile products in Indonesia: Baidu Browser, MoboMarket, Du Battery Saver and Du Speed Booster
These 4 products are already covering 2/3 of the Indonesian Android users

Baidu Indonesia

The End

Baidu
Baidu Indonesia
Indonesia