1. Insights of
Indonesia7 By: Danny Wirianto
@dwirianto

2. © 2015 GDP Venture. All Rights Reserved.
COMMUNITY:
COMMERCE:
SOLUTION:
MEDIA:
OUR INVESTMENTS

3. Southeast Asia Snapshot

4. 1. Indonesia Overview

5. INDONESIA Overview
Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014
67% under 35 y.o.
43% 27% 19% 8% 4%AGE PROFILE
15-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55+ y.o.

6. INDONESIA Overview
INTERNET PENETRATION (in Million)
238,5
242,0
245,5
248,9
252,4
2010 2011 2012 2013 2014
63
71,2
83,1
55
42
Est 63%
In 2020
MOBILE PENETRATION (2014)
INDONESIA
SEA
GLOBAL
119%
98%
121%
4%
3rd Largest Smartphone
Market in the world
Est 43% will own a
smartphone by end 2018
Income per capita is growing fast
enough to drive rising affluence, much
faster than global average (1.97%)
INDONESIA INCOME PER CAPITA GROWTH
2009-2014 2014-2019 2019-2024
4.1% 2.7% 2.3%

7. Source: Redwing Asia
MOBILE BEHAVIOR

8. Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014, Redwing Asia
MOBILE STATISTIC

9. 2. Audience Behavior

10. Source: wearesocial.org, GSMA Intelligence, Internet World Stats, Global Web index, Ministry of Communication
and Informatics Republic of Indonesia 2014
AUDIENCE BEHAVIOR
Socmed User
79,0%
Browsing
Current News
59,7%
49% Male 51% Female
Indonesia Women Population 126,752,255 (49%)
Indonesia Internet User
Demographic Profile

11. Source: APJII, Profil Internet Indonesia, December 2014
HOME PUBLIC PLACES OFFICE
SCHOOL/UNIV. ON THE GO MALL
CAFE INTERNET CAFE RESTAURANT
92%
50%
83%
24% 14% 24% 16% 16% 26%
13% 13% 06% 11% 03%
16% 09% 14% 10%
05%
20%
08% 02% 05% 02%
SMART
PHONE
NOTEBOOK
TABLET
0% 0%0%
AUDIENCE BEHAVIOR

12. DAILY DISTRIBUTION OF SCREEN MINUTES

13. 3. Mobile Behavior

14. LYING IN BED69%
INDONESIAN PEOPLE MORE LIKELY
TO USE THEIR MOBILE PHONES WHEN
THEY WERE ALONE
WAITING FOR SOMETHING35%
WHILE WATCHING TV29%
WHILE COMMUTING14%
WHILE IN A
MEETING
OR CLASS
6% WHILE IN THE
BATHROOM6%
SPENDING TIME
WITH FAMILY17%
5%
SOCIAL
EVENT
5%
SHOPPING
IT’S CANNIBALIZING PRINT MEDIA
Source: InMobi, Mobile Media Consumption-Indonesia
TOP MOBILE ACTIVITIES

15. DESKTOP
39%
MOBILE
61%
Mobile surpass Desktop on Usage
DESKTOP VS MOBILE ACCESSIBILITY

16. MOBILE BEHAVIOR
Source: emarketers.com (july’15)

17. 4. Ecommerce Landscape

18. GROWTH in Number of Online Shopper

19. ONLINE SALES VS RETAIL SALES

20. ECOMMERCE LANDSCAPE

21. TOP BUYERS & PRODUCTS

22. PAYMENT METHODS

23. PREFFERED CHANNELS TO SHOP

24. 4. Industry Landscape

25. Top 3 companies based by categories
TRAVEL
1 Traveloka
2 Ticket
3 NusaTrip
Ecommerce
1 Lazada
2 Elevania
3 MatahariMall
Classified
1 KASKUS
2 BUKALAPAK
3 OLX
Social Media
1 Facebook
2 Twitter
3 Instagram
News Portal
1 Detik
2 LIPUTAN6
3 Kompas
Community
1 KASKUS
2 Kompasiana
3 Detikforum

26. 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 25 APPS based on GOOGLE PLAY STORE

27. TOP 10 Sites based on ALEXA
Google
Facebook
Youtube
Yahoo
Blogspot
KASKUS
Liputan6
Detik
Bukalapak
Kompas
US based companies
INDONESIA based companies

28. THE INDUSTRY LANDSCAPE

29. 5. Investment related

30. 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.
NUMBER OF VC and Tech Incubators

31. 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
TOP 4 Largest Investment in SouthEast asia

32. ECOMMERCE

33. ECOMMERCE

34. THE FUNDING STAGE

35. 6. Advertising Industry

36. TOP 50 BRANDS

37. INDONESIA ADVERTISING EXPENDITURE

38. DIGITAL AD SPENDING GROWTH

39. 7. Things to know before entering
Indonesia market

40. 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

41. THANK
YOU
ANY QUESTIONS?
e. danny.wirianto@gdpventure.com
tw: @dwirianto