HARI

BELANJA
ONLINE
NASIONAL
2017
Rusdy Sumantri
19 December 2017

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

 RUSDY SUMANTRI
DIRECTOR, CONSUMER INSIGHT,
NIELSEN INDONESIA
rusdy.sumantri@nielsen.com

Rusdy heads the Nielsen servicing team for retailers

and technology clients. He has around a decade of
research experience across various industries,
specializing in telecom, online and offline retailers.

His experience includes trade satisfaction, market

sizing, segmentation, business apps and B2B
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

research including corporate research, etc.

Rusdy holds a Bachelor Degree in Industrial
Engineering from Trisakti University, Indonesia.

Rusdy’s interests include apps development, social

media monitoring, connected life and cloud
computing and digital behaviour.

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 RESPONDENT CRITERIA & SAMPLING METHOD

TARGET RESPONDENTS DATA COLLECTION

BOTH MALE ONLINE PANEL

AND FEMALE W/ STRUCTURED
QUESTIONNAIRE

ALL SEC &

AGED 15+ Y.O.

FIELDWORK:
HAVE 14-15 DEC 2017
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

INTERNET
ACCESS

24 CITIES
SAMPLE: 720
RESPONDENTS

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 89% (+0% vs. 2016)
OF INTERNET USERS ARE AWARE
HARBOLNAS 2017

SAME AS 2016,
MOST THEM
JUST WERE
AWARE A
WEEK BEFORE
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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 ONLINE SHOPPING WEBSITE AND SOCIAL MEDIA
ARE STILL THE MAIN SOURCE OF AWARENESS
FOR HARBOLNAS
MAIN SOURCE OF AWARENESS

29% (+5%)
ONLINE SHOPPING
26%
SOCIAL MEDIA
(+3%)
WEBSITE

10%
TELEVISION
(+1%)
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

10%
DIGITAL ADS
(-2%) 3% (+0%)
NEWS PORTAL

Base : All who are aware of HarBolNas

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 MORE SHOPPERS ON HARBOLNAS 2017
ARE COMING FROM FEMALE AND YOUTH
WHO ARE THE HARBOLNAS SHOPPERS?

GENDER AGE GROUP SEC GROUP

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

MALE 55% -6% 15-24 YO 46% +28% SEC A 33% +0%

FEMALE 45% +6% 25-34 YO 29% -20% SEC B 27% -1%
35-44 YO 15% -10% SEC C 26% +1%
45+ YO 10% +1% SEC DE 14% +0%

Base : Online shopper between 11-13 Dec (vs. 2016)

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 HARBOLNAS 2017 IS ABLE TO TRIGGER OFFLINE
SHOPPERS TO PURCHASE ONLINE ~ 5%
ARE THEY THE FIRST TIME HARBOLNAS SHOPPER?

68% REGULAR ONLINE &

HARBOLNAS SHOPPER

27%
FIRST TIME
HARBOLNAS
SHOPPER
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

5% NEW ONLINE
SHOPPER

Base : Online shopper between 11-13 Dec 7

 ONLINE SALES
ESTIMATION ON HARBOLNAS
11 – 13 DECEMBER 2017

4.7
TOTAL SALES PER DAY ON HARBOLNAS HAS
REACHED 4.2 TIMES OF THE REGULAR SALES

THE GROWTH IN OUTSIDE JAVA (+82%) TRILLION

IS FASTER THAN JAVA (+35%) RUPIAH
(+1.4 T VS. 2016)
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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 FASHION AND BILL PAYMENT/ TOP UP
CATEGORIES HAVE HIGH GROWTH THIS YEAR
TOP CATEGORY PURCHASED (IN %)

FASHION & SPORTS CLOTHES

CATEGORY PURCHASED VS 2016
CLOTHES 48 -1
ACCESSORIES (HATS, WATCHES) 25 +14
FASHION & SPORTS CLOTHES 74 +6
BAGS AND PURSES 24 +3
FOOTWEAR (SHOES, SANDALS, ETC.) 19 +1
TRAVEL 29 -2
JEWELLERY AND WATCH 12 -1
COSMETICS 28 +1 COSMETICS
MAKE UP 21 +8
ELECTRONIC PRODUCTS 27 -8
PERFUME 10 +0
FACE CARE 9 +2
BILL PAYMENT / TOP UP 27 +6
MAKEUP BRUSHES 4 -2
TECHNOLOGY AND GADGETS 24 -20 ELECTRONIC PRODUCTS
WHITE GOODS 11 +5
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

BOOKS AND STATIONARY 13 +5 AUDIO (HEADPHONE, SPEAKER) 11 +0

CAMERAS AND CAMCORDERS 5 -3
PERSONAL CARE 12 -
LED PRODUCTS (LAMPS) 5 -3
TV AND HOME THEATER 4 -3
FOOD AND BEVERAGES 10 -4
BILL PAYMENT / TOP UP
DAILY NEEDS 7 -14 PHONE CREDIT RELOAD 18 +4
INTERNET PACKAGE 8 -1
TICKET EVENT 3 -2 ELECTRICITY VOUCHER 6 -2

Base : Online shopper between 11-13 Dec (vs. 2016)

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 MAJORITY OF HARBOLNAS SHOPPERS ALREADY
PLANNED THEIR SHOPPING IN ADVANCE
PLANNED & IMPULSIVE SHOPPING

89% PLANNED

56% (+3%) 33% (-1%) 11% (-2%)

PLANNED AND ALREADY PLANNED, BUT DO NOT IMPULSIVE
KNOWN THE PRODUCTS/ KNOW THE PRODUCTS / SHOPPING DURING
SERVICES TO PURCHASE SERVICES TO PURCHASE YET HARBOLNAS 2017
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Base : Online shopper between 11-13 Dec (vs. 2016)

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 FREE SHIPPING, VOUCHER AND CASHBACK
ARE BECOMING MORE IMPORTANT
ONLINE SHOPPING DRIVER

80% 50% 39% 23%

(-10%) (+9%) (+12%) (+8%)

DISCOUNT FREE SHIPPING VOUCHER CASHBACK

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Base : Online shopper between 11-13 Dec (vs. 2016)

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 SMARTPHONE IS THE MOST USED DEVICE FOR
ONLINE PURCHASE ON HARBOLNAS 2017
WHAT DEVICE ARE USED FOR ONLINE PURCHASE?

+17% -6%

-9%
-12%
75% 27% 16%
41%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

SMARTPHONE LAPTOP PC TABLET

vs. 2016
Base : Online shopper between 11-13 Dec
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 THE PURCHASE BEHAVIOUR OF HARBOLNAS
2017 SHOPPERS HAS SHIFTED TO E-COMMERCE
APPLICATION
MOBILE PLATFORM : APPS VS BROWSER (IN %)
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

48% 35% 17%

(+21%) (-4%) (-16%)
APPS ONLY BOTH BROWSER ONLY
APPS & BROWSER
Base : Online shopper between 11-13 Dec
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 MOST OF THE TRANSACTION HAPPENED AT
09 AM – 12 PM & 03 PM – 09 PM
WHEN THE PURCHASES WERE DONE?

2016 2017
41%

34%
33%

32% 27%
30%
28%

23%
13%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

11%
7%
10%
4% 10%
6%
3%

00-03 03-06 06-09 09-12 12-15 15-18 18-21 21-00

Base : Online shopper between 11-13 Dec

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 MAJORITY OF THE SHOPPERS DID PURCHASE
AT THEIR HOME
WHERE THE PURCHASES WERE DONE?

76%
HOME
40%OFFICE

(-3%) (-8%)
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

9%
RELATIVES’
8%
SHOPPING MALL
HOUSE

(+4%) (+4%)

Base : Online shopper between 11-13 Dec (vs. 2016)

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Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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Copyright © 2017 The Nielsen Company. Confidential and proprietary.