alvara-印度尼西亚数字原生代调查（英文）-2019.7.9-57页_3mb

报告摘要

Summary of Behaviors and Preferences of Indonesian Millennial Consumers on E-Commerce Applications in 2019

Core Content

This report presents a quantitative analysis of the behaviors and preferences of Indonesian millennial consumers in 2019, focusing on their use of mobile e-commerce applications. It highlights the growing influence of millennials in Indonesia's digital economy and their role as key drivers of e-commerce growth.

Main Points

1. Millennial Generation as the New Rising Market

By 2020, the millennial group will be the largest population in Indonesia, continuing to dominate until 2035.
Millennials are characterized by being Creative, Confident, and Connected, which influences their behavior in the market.

2. Millennial Behaviors

Internet Addiction: Millennials consume an average of 7 hours of internet per day, primarily via smartphones.
Low Loyalty: They are not loyal to any particular brand, including in political choices.
Non-Cash Transactions: 59% prefer non-cash transactions, with Debit Card (50%), EMoney (33%), and Credit Card (17%) being the most preferred payment tools.
Work Smart and Fast: 80% of millennials admit to multitasking during work, showing adaptability and efficiency.
Vacation Habits: 1 out of 3 millennials in Indonesia takes a vacation at least once a year, indicating that vacationing is a primary need.
Politics Ignorance: Millennials tend to avoid political topics and focus on entertainment, sports, and IT.
Social Sharing: They are active in sharing skills, knowledge, and participating in social issues through online petitions and donations.
Less Concern for Ownership: They prioritize accessibility over ownership of products.
Digital Economy Drivers: Nearly half of Indonesian millennials are addicted to the internet, contributing significantly to the growth of the digital economy.

3. E-Commerce Trends

3.1 Transportation Applications

Go-Jek is the most preferred and widely known app in this category.
It is perceived as more reliable than Grab.
Go-Jek has a higher NPS (Net Promoter Score), indicating stronger consumer recommendation.

3.2 Food Delivery Applications

Go-Food is the most preferred and widely known food delivery app.
It is associated with quality of service, while Grab Food is linked to promos and price.
Go-Food is considered the pioneer in this category, with strong brand awareness and future intention.

3.3 Shopping Applications

Lazada, Shopee, Tokopedia, and Bukalapak are the most used shopping apps.
Lazada is the only foreign company that became a market leader in the shopping app category.
Shopee has the highest NPS among shopping apps.
Millennials are most interested in fashion, electronics, and smartphones when shopping online.

3.4 Ticketing and Hotel Booking Applications

Traveloka is the most popular app for ticketing and hotel booking, with the highest brand awareness and NPS.
Tiket.com and KAI Access are used more during Eid and Christmas holidays.
Traveloka users are more likely to purchase airplane tickets, while Tiket.com users prefer train tickets.

3.5 Digital Payment Applications

Go-Pay is the most popular and preferred digital payment app.
It has a higher NPS than OVO, indicating stronger consumer satisfaction and loyalty.

Key Information

Research Objective: To understand millennial habits and behaviors in using mobile e-commerce applications.
Methodology: Face-to-face interviews with 1,204 respondents in 6 regions (Jakarta, Bodetabek, Bali, Padang, Yogyakarta, Manado).
Sampling: Cluster Random Sampling.
Margin of Error: 2.89%.
Survey Period: April 3 – April 20, 2019.
Demographics:
- Majority of users are aged 25-34.
- Most users have upper-middle-class economic status.
- Balanced between men (49.8%) and women (50.2%).
- Most are private and state-owned employees.

Conclusion

Millennials are the largest and most potential market in Indonesia.
They show high penetration in the usage of transportation and food delivery apps.
The most sought items on online shopping apps are fashion, electronics, and smartphones.
Indonesian-based apps dominate in most categories, with the exception of shopping apps, where Lazada is the market leader.
Go-Jek leads in transportation and digital payment, Go-Food in food delivery, Traveloka in ticketing and hotel booking, and Go-Pay in digital payments.