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报告摘要

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

Core Content

This report provides an in-depth quantitative analysis of the behaviors and preferences of Indonesian millennial consumers (aged 17-34) towards e-commerce applications in 2019. It highlights how millennials are shaping the digital economy and their preferences in various app categories such as transportation, food delivery, shopping, ticketing, and digital payments.

Main Findings

1. Millennial Demographics

Millennials constitute 34% of Indonesia's population in 2019.
They are the main drivers of the digital economy, with 59% preferring non-cash transactions.
The majority of mobile application users are 25-34 years old, with upper-middle-class economic status.
The sample included 1,204 respondents from six regions: Jakarta, Bodetabek, Bali, Padang, Yogyakarta, and Manado.

2. Key Consumer Behaviors

High internet usage: Millennials spend over 7 hours per day online, with smartphones as the primary device.
Low brand loyalty: Millennials are not loyal to brands, especially in politics, and are easily influenced by promotions and prices.
Multitasking: 80% of millennials multitask during calls, capable of handling 2-3 tasks at once.
Flexible work habits: They are not lazy, adaptable, and work effectively.
Vacation culture: One-third of millennials take at least one vacation per year, with flexible timing for travel.
Social sharing: They are caring about social issues and willing to share skills and knowledge.

3. App Usage Insights

a. Transportation Apps

Go-Jek is the most known and preferred app for future use.
It has higher brand awareness, usage, and customer loyalty than its competitors.
Go-Jek is seen as reliable, while Grab is associated with promos and price.
NPS for Go-Jek is 18.9, higher than Grab's 10.1.

b. Food Delivery Apps

Go-Food is the pioneer of food delivery apps and the most preferred for future use.
It is widely known and used more frequently than other apps.
NPS for Go-Food is 14.9, higher than Grab Food's 11.7.
Lazada is the only foreign brand that has succeeded in the shopping app category, while Shopee has the highest NPS among shopping apps.

c. Shopping Apps

Lazada, Shopee, Tokopedia, and Bukalapak are the most used shopping apps.
Fashion and electronics are the most purchased items.
Shopee has the highest NPS (11.7), followed by Tokopedia (9.3) and Lazada (8.5).

d. Ticketing and Hotel Booking Apps

Traveloka is the most popular and preferred app for future use.
It is associated with promos, while Tiket.com and KAI Access are seen as easy to use.
Traveloka has higher brand performance than Tiket.com.
NPS for Traveloka is 15.8, significantly higher than Tiket.com's 5.9.

e. Digital Payment Apps

Go-Pay is the most popular and preferred digital payment app.
It is associated with app-based payment services.
Go-Pay has higher brand performance than OVO.
NPS for Go-Pay is 14.3, higher than OVO's 9.2.

Key Information

Millennials are the primary demographic driving the e-commerce market in Indonesia.
Transportation and food delivery apps have the highest penetration among millennial users.
Go-Jek and Go-Food are dominant in their respective categories.
Lazada is the only foreign brand leading in the shopping app category.
Traveloka leads in ticketing and hotel booking with high brand performance and NPS.
Go-Pay is the most preferred digital payment app, with high usage and recommendation.

Conclusion

Millennials are the largest and most potential market in Indonesia, with distinct behaviors compared to other age groups.
Indonesian-based apps dominate in transportation, food delivery, and digital payment sectors.
Go-Jek, Go-Food, and Go-Pay are the most preferred apps among millennials.
Lazada and Shopee are the main players in the shopping app market, with Shopee having the highest NPS.
Traveloka leads in the ticketing and hotel booking market, with higher usage and brand performance than Tiket.com.

Methodology

The research involved 1,204 respondents across six regions.
Data was collected through questionnaires and interviews.
Key metrics included brand awareness, usage frequency, customer satisfaction, and NPS.

Recommendations

Businesses should focus on app-based services and digital payments to cater to millennial preferences.
Promotions and user experience are critical in food delivery and ticketing apps.
Fashion and electronics are the main purchase categories in online shopping apps.
Brand performance and reliability are important factors for transportation and food delivery apps.