7 Insights of

Indonesia
By: Danny Wirianto
@dwirianto
OUR INVESTMENTS

COMMUNITY:

MEDIA:

COMMERCE:

SOLUTION:

© 2015 GDP Venture. All Rights Reserved.

Southeast Asia Snapshot
1. Indonesia Overview
INDONESIA Overview

67% under 35 y.o.

AGE PROFILE 43% 27% 19% 8% 4%
15-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55+ y.o.

Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014
INDONESIA Overview

INTERNET PENETRATION (in Million)

252,4
Est 63%
248,9
245,5

In 2020
242,0
42 238,5

71,2

83,1
55

63

2010 2011 2012 2013 2014

MOBILE PENETRATION (2014)

INDONESIA 121% INDONESIA INCOME PER CAPITA GROWTH

SEA 119%
4%
4.1% 2.7% 2.3%
GLOBAL 98% 2009-2014 2014-2019 2019-2024

3rd Largest Smartphone Income per capita is growing fast

Market in the world enough to drive rising affluence, much
faster than global average (1.97%)
Est 43% will own a
smartphone by end 2018
MOBILE BEHAVIOR

Source: Redwing Asia

MOBILE STATISTIC

Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014, Redwing Asia
2. Audience Behavior
 AUDIENCE BEHAVIOR

Socmed User Browsing Indonesia Internet User

Current News Demographic Profile
79,0% 59,7% 49% Male 51% Female
Indonesia Women Population 126,752,255 (49%)

Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014
AUDIENCE BEHAVIOR

92% 83%
50%
24% 14% 24% 16% 16% 26%
SMART
HOME PUBLIC PLACES OFFICE PHONE

13% 13% 06% 11% 03% 16% 09% 14% 10% NOTEBOOK
SCHOOL/UNIV. ON THE GO MALL

20% TABLET
05% 08% 02% 05% 0% 0% 02% 0%
CAFE INTERNET CAFE RESTAURANT
Source: APJII, Profil Internet Indonesia, December 2014
DAILY DISTRIBUTION OF SCREEN MINUTES
3. Mobile Behavior
 TOP MOBILE ACTIVITIES

69% LYING IN BED 29% WHILE WATCHING TV

35% WAITING FOR SOMETHING

14% WHILE COMMUTING

6% WHILE IN A
MEETING 6% WHILE IN THE
BATHROOM
OR CLASS

5% 5%
SPENDING TIME
17% WITH FAMILY SOCIAL
INDONESIAN EVENT
PEOPLE MORE LIKELY
SHOPPING

TO USE THEIR MOBILE PHONES WHEN

THEY WERE ALONE
Source: InMobi, Mobile Media Consumption-Indonesia

IT’S CANNIBALIZING PRINT MEDIA

DESKTOP VS MOBILE ACCESSIBILITY

Mobile surpass Desktop on Usage

DESKTOP MOBILE

39% 61%
 MOBILE BEHAVIOR

Source: emarketers.com (july’15)

4. Ecommerce Landscape
GROWTH in Number of Online Shopper
ONLINE SALES VS RETAIL SALES
ECOMMERCE LANDSCAPE
TOP BUYERS & PRODUCTS
PAYMENT METHODS
PREFFERED CHANNELS TO SHOP
4. Industry Landscape
Top 3 companies based by categories

TRAVEL Ecommerce Classified

1 Traveloka 1 Lazada 1 KASKUS
2 Ticket 2 Elevania 2 BUKALAPAK
3 NusaTrip 3 MatahariMall 3 OLX

Community Social Media News Portal

1 KASKUS 1 Facebook 1 Detik
2 Kompasiana 2 Twitter 2 LIPUTAN6
3 Detikforum 3 Instagram 3 Kompas
TOP 25 APPS based on GOOGLE PLAY STORE

Category with the highest percentage of apps in the top 25 is Communication,

at 32% penetration.
Similar to Communication apps, Social apps on the list such as Twitter, Facebook, and Instagram allow
users to connect with friends and family through sharing photos, videos, and information. Together,
these two categories dominate over any other. If we combine Communication and Social apps, they
make up 44% of the top 25 and 60% of the top 10.

Analysis based on Android installs detected for a sampling of mCent users in June 2015
TOP 10 Sites based on ALEXA

Google

Facebook

Youtube
US based companies
Yahoo

Blogspot

KASKUS

Liputan6

Detik INDONESIA based companies

Bukalapak

Kompas
THE INDUSTRY LANDSCAPE
5. Investment related
NUMBER OF VC and Tech Incubators

Number of
VC/ Tech
Incubator in
indonesia kept
growing in numbers
from year to year,
reaching up to 25
in number at the
end of 2014.
TOP 4 Largest Investment in SouthEast asia

Tokopedia got 100.7 M investment

from Softbank & Sequoia on 2014,
which put Indonesia’s investment in
the top 4 largest deal in South East Asia
ECOMMERCE
ECOMMERCE
THE FUNDING STAGE
6. Advertising Industry
TOP 50 BRANDS
INDONESIA ADVERTISING EXPENDITURE
DIGITAL AD SPENDING GROWTH
7. Things to know before entering
Indonesia market
Things to know before entering Indonesia market

Spread out Geography

Young Demography

Weak Payment system

Social Media is the way of life

Open to adapt and follow trend

Pay attention on the Law

Indonesian loves their mall

Source a combine of GDP Venture research team, tech in asia, dailysocial and google
THANK
YOU
ANY QUESTIONS?

e. danny.wirianto@gdpventure.com
tw: @dwirianto