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

 Online news websites / ePaper and emagazines / online magazine websites
are the most purchased ePublishing products
Media & digital media: ePublishing purchases

Indonesian consumers’ purchases of ePublishing products in the past 12 months

40%

34%
32%

28%
27%

Online news eMagazines / online eBooks Podcasts Audiobooks

websites / ePaper magazine websites

34 Notes: "Which of these digital media products have you spent money on in the past 12 months?"; Multi Pick; Base: n=1,050 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 06

Mobility

• Attitudes

• Vehicle ownership

• Car propulsion systems

• Car features

• Car makes
 According to 30% of consumers, the public transportation system in their
area is good
Mobility: attitudes

Selected attitudes towards mobility in Indonesia

Owning a car is important to me 47%

I try to opt for more environmentally-friendly

47%
means of transportation

The public transportation system in my area is good 30%

I am a car enthusiast 25%

Fuel prices are making me opt for other

23%
forms of transportation (e.g., bike)

There are not enough parking spaces where I live 16%

I spend too much time commuting 15%

I can imagine using a self-driving taxi 13%

36 Notes: "Which of these statements about cars and mobility do you agree with?"; Multi Pick; Base: n=1,048 all respondents (split sample: Mobility, Travel)

Sources: Statista Consumer Insights Global, as of September 2023

 73% of consumers own a car whereas 64% own a bicycle
Mobility: vehicle ownership

Ownership of selected vehicles in Indonesia

89%

73%

64%

18%

9% 8%

Motorcycle Car Bicycle Motor scooter Electric bicycle (e-bike) Electric motor scooter
(e.g., Vespa) (sit-down scooter)

37 Notes: "Which of these items do you permanently have available in your household?"; Multi Pick; Base: n=1,048 all respondents (split sample: Mobility, Travel)

Sources: Statista Consumer Insights Global, as of September 2023

 6% of car owners drive hybrids, while gasoline is by far more common
Mobility: car propulsion systems

Distribution of car propulsion systems in Indonesia

84%

7% 6%
2% 1%
Gasoline Diesel Hybrid (combination of Electric Other
combustion and
electric drive)

38 Notes: "Which of these propulsion types does your primarily used car use?"; Single Pick; Base: n=765 respondents who have a car available in their household

Sources: Statista Consumer Insights Global, as of September 2023

 46% of consumers have wireless smartphone connections in their vehicles
Mobility: car features

Availability of car features in Indonesia

Parking assistant 51%

Wireless smartphone connection 46%

Wired smartphone connection 36%

Permanently installed display

36%
(cockpit or center console)

Active lane assist 26%

Permanently installed internet connection 21%

Lane departure warning system (passive) 20%

Adaptive cruise control system 19%

39 Notes: "Which of these features does your primarily used car provide?"; Multi Pick; Base: n=765 respondents who have a car available in their household

Sources: Statista Consumer Insights Global, as of September 2023

 Toyota and Honda constitute 66% of cars driven
Mobility: car makes

Top car makes in Indonesia

Toyota 35%

Honda 31%

Daihatsu 9%

Mitsubishi 5%

Suzuki 4%

Hyundai 4%

BMW 3%

Nissan 2%

Isuzu 2%

Chevrolet 1%

40 Notes: "What brand is your primarily used car?"; Single Pick; Base: n=765 respondents who have a car available in their household

Sources: Statista Consumer Insights Global, as of September 2023