People Innovation Excellence

Mobile Market

APAC Trends:

  • APAC is the largest and fastest growing smartphone market in the world, taking more shipments than the rest of the world combined
  • In 2014, the annual smartphone shipments in APAC is nearly $700M, while the rest of the world combined only about $500M (source: Canalys)
  • Indonesia is the largest in term of spending time on smartphone/day
  • Based on survey by Millward Brown, the average time spent in Indonesia is 181mnt/day
  • There are over 1.2 Billion people connected to the internet in APA, or 59% of total population in APAC countries (source: eMarketer)
  • Euromonitor said that “Smartphones and tablets computers are expected to boost online retail sales in APAC to>$400B a year by 2018

Consumer Behavior Indonesia

Indonesia is a growing online market. The market is evolving and maturing rapidly as new connected devices come onto the scene to expand content access further than the traditional environments of home, work and internet cafes.

Since 2011, laptop ownership and usage has seen steep growth, at the expense of desktop usage. Mobile phones and desktop computers no longer dominate access in Indonesia, though mobiles in particular remain popular devices facilitating online access. Tablet ownership has surged to 47% though regular online access via this device trails that of smartphones, laptops and desktops. Laptops see regular online access among 70% of digital consumers, followed by smartphones (61%) and desktops (53%); while tablets are accessed on a regular basis by 23% of local digital consumers.

The time that Indonesian online consumers spend accessing the Internet in a given week has almost doubled since 2011, at an average 23.2 hours per week. The rise ini ownership across all connected devices is driving greater internet access across a range of locations but home-based usage still dominates consumption habits.

Indonesian households have access to more connected technology than ever before, enabling consumption of more content from a wider array of devices, and in a variety of locations both inside and outside the home environment. The ongoing shift to digital, supported by technology, represents a strong and growing opportunity for brands to reach and engage with consumers, and for publishers to monetize their content across platforms. (source: Meet the New Media Consumer 2014 – Indonesia Nielsen Review)​

What about mobile market in Indonesia?

Based on Indonesia Market Research 2014 from UC Web:

  • GDP per capita in 2013: $4271
  • Internet Penetration in 2014: 85Millions, 2015: 125Millions
  • Smartphone Penetration in 2014: 35% and expected by the end of 2015 is 50%

Published at : Updated
Written By
Selly Novela, ST, MM
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