3. Outcomes
• Where Indonesians spend their money
• On what?
• Spending based on generations
Proprietary of SamiSami Creative. All rights reserved 2017.
4.
5.
6. “The millennials, they don’t really like to change clothes every day,”
Indrawati, the finance minister, said. “They want to have the same T-shirt,
like Steve Jobs, black. Maybe they only have two, I don’t know, but they
are not buying.”
Sri Mulyani Indrawati
Proprietary of SamiSami Creative. All rights reserved 2017.
7. Millennials aren’t spending
As seen on the previous charts, Indonesians aren’t really spending their
money. According to Sri Mulyani, these people in middle to high class have
the money spend, but they just don’t want to spend them. The first chart
has shown that the private consumption of Indonesians is getting even more
flat over the years, and at the same time the retail sales are just keep
dropping as well.
Probably there’s a change of behaviour we didn’t know about?
Proprietary of SamiSami Creative. All rights reserved 2017.
8. Priority shifts
Yet, another research revealed that millennials could be impulsive buyers.
Especially, if it involves luxury goods, which are:
25% smartphones or tablets
17% luxury and leather goods
17% jewelries
Proprietary of SamiSami Creative. All rights reserved 2017.
9. With technology (smartphones) being the first priority in millennials’ minds,
it means that there’s a shift in priority of necessity. Which is a totally
different case for the generation x and y Indonesians.
Where did the gen x and y go?
Proprietary of SamiSami Creative. All rights reserved 2017.
10. Mystery spending
While the millennials are trying to figure out how to keep their finances
secure for the future, the older generations have another concern called
‘mystery spending’. Spendings that they’re not sure what they’d spent on.
To enlighten that part, YouGov partnered with Visa conducted a research
across 14 countries in Asia. The highlight of the research is to find out
where did the ‘mystery spending’ go, especially for senior citizens from
40-54 years old.
Proprietary of SamiSami Creative. All rights reserved 2017.
11. Mystery spending
The top 4 countries with huge untraceable spending are:
1. Thailand
2. China
3. India
4. Indonesia
Proprietary of SamiSami Creative. All rights reserved 2017.
12. In Indonesia, the research has found that 44% of ‘mystery spending’ are
most probably spent on non-essential goods, such as:
44% on snacks 37% on dine out with
family or friends
37% on watching movies or
go to parties
Mystery spending
Proprietary of SamiSami Creative. All rights reserved 2017.
13. What about those Gen Z?
Well, digital is their world, they buy everything online, they look up to
famous people on social media, and they purchase something they really
like, less likely affected by trends. Now, for the overall consumers in
Indonesia, PricewaterhouseCoopers conducted a research regarding
purchasing behaviour in Indonesia.
Hint: change of behaviours proved.
Proprietary of SamiSami Creative. All rights reserved 2017.
20. Ethical shopping
MasterCard conducted an interesting research to gauge the
ethical factor of consumer buying process in 14 Asia Pacific
countries.
Proprietary of SamiSami Creative. All rights reserved 2017.
24. Key Takeaways
To summarise all the charts, words, and data previously shown,
we can all conclude that.
Proprietary of SamiSami Creative. All rights reserved 2017.
25. Key Takeaways
1. The millennials (age 19-39) are having a hard time to spend their money on retails.
Currently, they’re:
a. Saving or investing
b. Shifting priorities
c. Spending more on travelling expenses (basically experience over goods)
2. The generation Ys and Xs (age 40-54) are having ‘mystery spending’ which is lost track
of where did their money gone, however a survey suggests that it might be spent on non
essential goods, such as:
a. Snacks
b. Dining in with friends or family
c. Watching movies or having parties
3. While the generation Zs (age 18 and below) are just look everything up online, they look
for references and reviews online, they find the goods online, and they purchased them
online. Proprietary of SamiSami Creative. All rights reserved 2017.
26. Key Takeaways
4. Changing of consuming behaviours? It is confirmed through a retail’s perspective. It’s found that
Indonesian consumers:
a. 46% start product searches online
b. 59% would go to store physically if its necessary
c. 55% buy products at least once a month online
d. 28% think mobile sites aren’t easy to use
5. Cumulatively, 27% of consumers shops through Mobile and PC weekly
6. Shopping through mobile platform has been growing significantly for the past 5 years, while shopping
through stores has been increased for the past 3 years, complementing the mobile shopping experience.
7. When Indonesian consumers are going to purchase something online, they look up to several sources,
which are:
a. 39% social media
b. 37% individual retailer websites
c. 35% price comparison websites
d. 32% Multi-brand websites
Proprietary of SamiSami Creative. All rights reserved 2017.
27. Key Takeaways
8. Consumers are likely to buy goods that are certain and uncomplicated like books, musics, movies, and video
games online. While luxury goods or fast moving goods are still preferred to be purchased in stores.
9. There are some concerns over authenticity of the products and the need of touching the products before actually
buying them. While few of consumers feel that it’s more convenient to get products at the nearest stores.
10. 78,66% of Indonesian consumers are named to be ethical shoppers, which is the most ethical compared to the
other 13 countries in Asia Pacific.
11. Indonesian consumers consider several points before purchasing products, which are:
a. If the products are environmental friendly
b. If the products and prices are on fair trade
c. If the some of the profits are for good cause
12. There are also several considerations to think before consumers buying from merchant (not specific product or
brand), which if the merchant is:
a. Socially responsible
b. Donating to charity
c. Giving back to communities
d. Financially responsible
e. Environmentally responsible
Proprietary of SamiSami Creative. All rights reserved 2017.
28. Appendix
That would be all from KNC and NCC. Hopefully this insight
would be helpful for your future creative planning, campaigns,
or strategies.
Proprietary of SamiSami Creative. All rights reserved 2017.
