CONSUMER & BRAND

Consumers in Indonesia

September 2023
 Contents

1 Consumers in Indonesia
2 Internet & social media
3 E-commerce & retail
4 Food & nutrition
5 Media & digital media
6 Mobility
7 Finance & insurances
8 Health
9 Housing & household equipment
10 Travel
11 Services & eServices

2
 A comprehensive portrait of Consumers in Indonesia
Introduction
Consumers in Indonesia report
This report offers a snapshot of Indonesian
consumers¹. Each chapter provides you with an edited
selection of results from the Global Consumer Survey.
The results include attitudes, usage and ownership
data, as well as brand preferences from consumers,
on a range of consumer topics, including:
• e-commerce & retail
• Internet & social media
• Media & digital media
• Food & nutrition
• Mobility
• Finance & insurance
3 Notes: (1): Within this report, when referring to consumers, the reference is to the residential online population aged between 18 to 64 years
Sources: Statista Consumer Insights Global, as of September 2023
Statista Consumer Insights: Global Consumer
Survey
Covering the offline and online world, the Global
Consumer Survey offers a global perspective on
consumption and media usage. Based on more than
1,000,000 online interviews, it enables you to draw
actionable insights from consumers on industries and
markets worldwide.
The Global Consumer Survey has grown exponentially
each year since 2018, where 28 countries and
approximately 1,400 brands were surveyed. From 2021,
the Global Consumer Survey is conducted in 56
countries and boasts over 15,000 brands. It also
receives twice as many yearly updates, thus providing
you with new data, including data for Indonesia, on a
yearly basis.
CHAPTER 01

Consumers in Indonesia

• Important life aspects

• Personal economic situation

• Brand awareness

• Country's economy

• Challenges for the country

 To be successful is among the three most important things in life for most
consumers
Consumers in Indonesia: important life aspects

Most important aspects in life for Indonesian consumers

To be successful 57%

A happy relationship 56%

An honest and respectable life 52%

Safety and security 48%

Learning new things 23%

Advancing my career 20%

Social justice 17%

Making my own decisions 14%

Having a good time 9%

Traditions 4%

5 Notes: "Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3."; Multi Pick; Base: n=2,098 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 More consumers rate their economic situation positively than negatively
Consumers in Indonesia: personal economic situation

Rating of own economic situation

49%

21%
18%

9%

2% 1%

Very positive Positive Neither positive Negative Very negative Don’t know
nor negative

6 Notes: "How would you evaluate your personal economic situation?"; Single Pick; Base: n=2,098 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 Consumers pay close attention to consumer electronics and smartphone
brands
Consumers in Indonesia: brand awareness

Indonesian consumers’ brand awareness by category

Consumer electronics 75%

Smartphones 73%

Clothing & shoes 67%

Clothing 57%

PC / laptops 55%

Cars, motorcycles, bicycles 55%

Shoes 54%

Cosmetics & body care 44%

Bags & accessories 38%

Household appliances 31%

7 Notes: "In which of these categories do you pay particular attention to brands?"; Multi Pick; Base: n=2,098 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 More consumers rate their country’s economic situation positively than
negatively
Consumers in Indonesia: country’s economy

Rating of country’s economic Rating of the Indonesian economic situation

situation 51%

22%

15%

9%

1% 2%

Very positive Positive Neither positive Negative Very negative Don’t know
nor negative

8 Notes: "How would you evaluate the economic situation of your country?"; Single Pick; Base: n=2,098 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 Unemployment is the biggest challenge facing consumers in their country
Consumers in Indonesia: challenges for the country

Biggest challenges the country is currently facing

Unemployment 63%
Poverty 62%
Economic situation 60%
Rising prices / inflation / cost of living 55%
Education 55%
Health and social security 52%
Crime 41%
Environment 41%
Government debt 32%
Religious conflicts 29%
Climate change 27%
Food and water security 26%
Civil rights 21%
Unifying the country 21%
Terrorism 21%
Housing 12%
Defense & foreign affairs 12%
Immigration 7%
Other 2%
Don’t know 1%

9 Notes: "What do you personally think are the most important issues in your country of residence that need to be addressed?"; Multi Pick; Base: n=2,098 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 03

E-commerce & retail

• Attitudes

• Product categories

• Offline purchase channels

 Consumers usually look for special offers when shopping
e-commerce & retail: attitudes (1/2)

Selected attitudes towards shopping in general in Indonesia

Dressing well is very important for me 71%

When shopping, I look out for special offers 68%

Apparel and footwear have to be,

62%
above all, comfortable and practical

When strolling through stores,

32%
I tend to buy items spontaneously

I always shop at the same stores 31%

I do not buy fast fashion 12%

18 Notes: "Which of these statements about shopping do you agree with?"; Multi Pick; Base: n=1,050 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 75% of consumers find customer reviews very helpful
e-commerce & retail: attitudes (2/2)

Selected attitudes towards online shopping in Indonesia

Customer reviews on the internet are very helpful 75%

When I plan a major purchase, I always do some

51%
research on the internet first

When I order an item, I prefer express shipping 38%

I prefer to purchase goods from various sellers

34%
through the same online market place (e.g., Amazon)

I usually manage habitual / recurrent orders directly

33%
via my smartphone or tablet

I usually make major new purchases directly

26%
via my smartphone or tablet

I want to see and touch an item before I buy it 21%

I am excited about using Augmented & Virtual Reality

16%
while shopping

When I buy an item, I want to hold it in my hand

16%
the same day

19 Notes: "Which of these statements about online shopping do you agree with?"; Multi Pick; Base: n=1,050 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 The product category that interests consumers the most is clothing
e-commerce & retail: product categories

Level of consumer interest in products and/or services in Indonesia

Clothing 73%
Food & beverages 70%
Shoes 66%
Consumer electronics (e.g., TV, smartphones) 63%
Bags & accessories 54%
Books, movies, music & games 51%
Motorcycles 50%
Accessories 48%
Cosmetics & body care 47%
Household appliances 46%
Cars 41%
Detergents & cleaning products 39%
Travel products 39%
Drugstore & health products 36%
Stationery & hobby supplies 33%
Furniture & household goods 33%
Sports & outdoor products 32%
DIY & garden products 30%
Bags & luggage 30%
Bicycles 28%

20 Notes: "Which of these products and services are you interested in?"; Multi Pick; Base: n=1,050 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 Clothing / apparel / shoe stores are the most popular offline purchase
location
e-commerce & retail: offline purchase channels

Stores where Indonesian consumers have visited/purchased items

Clothing / apparel / shoe store 76%

Department store 63%

Electronics store 56%

Pharmacy 54%

Wholesale store 51%

Drugstore / perfumery 40%

Book store 30%

Sports store 29%

Jewelry store / jeweler 25%

DIY / garden store 25%

Interior design / home decoration store 23%

Furniture store 18%

None of the above 1%

21 Notes: "Which of these types of physical stores have you bought something from in the past 12 months?"; Multi Pick; Base: n=1,050 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023