Laptop market in Indonesia

INDONESIA LAPTOP MARKET CONSUMER REPORTBY DI-MARKETING (www.di-onlinesurvey.com)

Jan, 2017

2

SCOPE OF WORK

This survey was conducted to study about laptop market in Indonesia

Methodology: Online survey

Fieldwork time: 5 days (05/12/2016 to 09/12/2016)

Sample size: N = 500

Geography: Nationwide

3

KEY FINDINGS

• Samsung, Acer and Asus take lead in laptop brand awareness

• Besides traditional electronic stores, Facebook and online ads are the 2 most effective channels to

build brand awareness

• Top 3 brand shares: Acer, Asus and Dell. Samsung, despite of top awareness, is out of top 5 brands

• Traditional sale channels prevails with 90% market shares while Ecommerce accounts for 7%

• 13-14inch are the most popular size, followed by 15-16 and Under 13inch

• Usage purpose: the young prioritizes entertainment and study, while the old mainly for work

• Quality, pricing and trusted brands are the top brand choice rationales

• Top 3 brands: Acer and Asus are strong in quality and pricing, while Dell is well known for it’s

trusted brand

• Top 4-6 brands: Toshiba is very strong for its branding and quality, Lenovo for its affordable price,

while HP is balanced among 3 criteria.

• Customer satisfaction: Dell top-ranks the customer satisfaction assessment

• Top 3 dissatisfaction causes: Battery life, Device heat and RAM capacity

4

KEY FINDINGS VIETNAM INDONESIA

Most well-known brands Dell, Asus, Acer Samsung, Acer and Asus

Market leaders Dell (23%), Asus (17%), Acer (12%)

Acer (27%), Asus (25%) and Dell (11%)

Key sources of brand awareness

Traditional electronic stores (78%) and TV ads (63%)

Traditional electronic stores (65%), Facebook (63%) and Online ads (59%)

Key purchase channel Traditional channel (93%), Ecommerce and Others (7%)

Traditional channels (90%), Ecommerce (7%), Others 3%

Top brand choice criteria

Quality, trusted brands and pricing Quality, pricing and trusted brands

Top dissatisfaction point

Device heat, Battery life and Low speed

Battery life, Device heat and RAM capacity

Largest expenditure group

59% spend $400-Under $700 35% spend $300 ~ $400

VIETNAM VS. INDONESIA

5

N = 500

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

Over 35

31-35

26-30

18-25

Under 18

9%

11%

26%

41%

13%

Male

Female

42%

58%

Others

Medan

Surabaya

Bandung

Bodetabek

Jakarta

31%

5%

12%

12%

18%

21%

Others

Job seeker/Retired

Factory Worker

Engineer/Doctor/Teacher

Self-employed

Housewife

Officer

Student

1%

4%

6%

7%

17%

17%

22%

25%

6

SAMSUNG, ACER AND ASUS TAKE LEAD IN LAPTOP BRAND AWARENESS

Which brands below are you aware of? (By age)

N = 500

Others

Macbook

Sony VAIO

Dell

HP

Toshiba

Lenovo

Asus

Acer

Samsung

2%

44%

48%

57%

63%

71%

74%

76%

76%

78%

Total

0%

28%

17%

16%

22%

28%

34%

30%

33%

36%

Under 18

3%

51%

52%

60%

70%

79%

79%

85%

83%

84%

18-25

2%

42%

53%

68%

71%

81%

80%

85%

85%

86%

26-30

2%

41%

57%

66%

68%

71%

80%

75%

82%

79%

31-35

2%

43%

43%

55%

61%

64%

77%

77%

70%

84%

Over 35

N = 64 N = 204 N = 132 N = 56 N = 44

7

BESIDES TRADITIONAL ELECTRONIC STORES, FACEBOOK AND ONLINE ADS ARE THE 2 MOST EFFECTIVE CHANNELS TO BUILD BRAND AWARENESS

How do you know these brands? (By age)

Other

Sales person introduce the brand to me

Newspaper/Magazine ad

Friends/relatives recommend the brand

See others use that brand

TV ads

Online ads (web, forums, excluduing Facebook ad)

Facebook ad

See the brand at electronics store

1%

21%

33%

42%

53%

57%

59%

63%

65%

Total

0%

13%

17%

31%

28%

20%

28%

36%

38%

Under 18

1%

23%

36%

46%

63%

59%

62%

67%

69%

18-25

1%

24%

33%

43%

55%

67%

69%

72%

62%

26-30

2%

20%

39%

41%

46%

66%

66%

68%

79%

31-35

0%

14%

34%

41%

48%

64%

48%

55%

80%

Over 35

N = 500 N = 64 N = 204 N = 132 N = 56 N = 44

8

TOP 3 BRAND SHARES: ACER, ASUS AND DELL. SAMSUNG, DESPITE OF TOP AWARENESS, IS OUT OF TOP 5 BRANDS

What is your laptop brand? (By age)

Others

Sony VAIO

Macbook

Samsung

HP

Lenovo

Toshiba

Dell

Asus

Acer

3%

2%

3%

3%

9%

9%

9%

11%

25%

27%

Total

2%

0%

3%

3%

8%

8%

3%

38%

16%

20%

Under 18

2%

1%

3%

4%

6%

8%

9%

9%

27%

29%

18-25

1%

3%

3%

2%

9%

8%

13%

5%

28%

27%

26-30

0%

4%

2%

4%

14%

7%

13%

4%

29%

25%

31-35

16%

0%

0%

2%

11%

14%

5%

5%

20%

27%

Over 35

N = 500 N = 64 N = 204 N = 132 N = 56 N = 44

9

TRADITIONAL CHANNELS STILL PREVAILS WITH 90% SHARES, ECOMMERCE ACCOUNTS FOR 7%

Where did you buy your laptop? (By age)

Ecommerce tends to appeal to the younger groups more than the older

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3% 3% 2% 2%7% 7%

7%

19%

6% 5%4% 5%

19%

23%

17% 22%21%

7%

35%

28%

36% 31%

38%

50%

36%27%

38% 41%

30% 32% Laptop Store in the shop center (ITC,..)

Electronics Center (Electronic Solution, Electronic City,..)

Official Laptop Store

E-commerce (Lazada, Bhineka,..)

Others

N = 500 N = 64 N = 204 N = 132 N = 56 N = 44

90%

10

MATRIX CHART OF BRAND USAGE AND BRAND AWARENESS

Which brands below are you aware of? What is your laptop brand?

Samsung

Asus

Acer

LenovoToshibaHP

Dell

AwarenessHighLow

N = 500Usage

High

Low

11

QUALITY, PRICING AND TRUSTED BRANDS ARE TOP BRAND CHOICE RATIONALES

Why did you choose that brand? (By brand)

Other

Have functions that other brands don't have

Good after sell service

Good customer service

Fashionable

Laptop is not hot after long time used

High value brand

Variety of model for choosing

Long life battery

Small & lightweight suit for job

Many people use that brand

Popular brand

Strong technical inside (RAM, Processor)

Trusted brand

Affordable price

Good quality

1%

14%

15%

16%

18%

22%

23%

24%

25%

27%

28%

33%

38%

43%

48%

53%

Total

N = 500

12

ACER AND ASUS ARE STRONG IN QUALITY AND PRICING, WHILE DELL IS WELL KNOWN FOR IT’S TRUSTED BRAND


Other




Fashionable


High value brand


Long life battery



Popular brand


Trusted brand

Affordable price

Good quality

1%

14%

15%

16%

18%

22%

23%

24%

25%

27%

28%

33%

38%

43%

48%

53%

Total

1%

9%

11%

13%

19%

16%

16%

21%

21%

29%

28%

37%

35%

41%

50%

50%

Acer

2%

14%

22%

17%

20%

18%

27%

26%

27%

28%

33%

31%

46%

43%

47%

59%

Asus

0%

15%

11%

9%

9%

13%

13%

17%

19%

13%

9%

19%

24%

33%

24%

33%

Dell

N = 500 N = 135 N = 127 N = 54

13

TOSHIBA IS VERY STRONG FOR ITS BRANDING AND QUALITY, LENOVO FOR ITS AFFORDABLE PRICE, WHILE HP IS BALANCED AMONG 3 CRITERIA.


2%

17%

9%

15%

11%

23%

40%

28%

28%

21%

36%

55%

36%

70%

40%

62%

Toshiba

0%

9%

14%

19%

12%

33%

16%

28%

21%

26%

21%

21%

30%

47%

63%

60%

HP

0%

19%

16%

23%

23%

28%

16%

23%

30%

35%

42%

21%

40%

30%

77%

58%

Lenovo

Other




Fashionable


High value brand


Long life battery



Popular brand


Trusted brand

Affordable price

Good quality

1%

14%

15%

16%

18%

22%

23%

24%

25%

27%

28%

33%

38%

43%

48%

53%

Total

N = 500 N = 47 N = 43 N = 43

14

Total Dell HP Lenovo Asus Acer Toshiba0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2% 4% 2% 2%5%

19% 13%

33%19% 18%

19%23%

54%

19%

30% 53% 60%61%

72%

24%

65%

37%

26%20%

15%

4%

1%

Totally satisfied

Satisfied

Neutral

Unsatisfied

Totally unsatis-fied

DELL TOP-RANKS THE CUSTOMER SATISFACTION ASSESSMENT

Overall, how do you feel about your laptop? (By brand)

N = 500 N = 54 N = 43 N = 43 N = 127 N = 135 N = 47

WeightedAverageScore

4.44 4.05 4.02 3.99 3.84 3.81

15

BATTERY LIFE, DEVICE HEAT AND RAM CAPACITY CAUSE THE MOST DISSATISFACTIONS FOR LAPTOP OWNERS

Is there anything make you feel unhappy about this brand? (By brand)

N = 500

Nothing make me dissatisfied

Other

Blurrry screen

Cannot recharge the battery

Wifi error

After working a long time, it has noise

Inefficient keyboard

Low speed

Computer often freezes

Low RAM capacity

Often turn hot

Quickly run out of battery

13%

1%

2%

4%

7%

10%

11%

16%

19%

19%

32%

46%

Total

16

TOP 3 LAPTOP BRANDS ARE RELATIVELY SIMILAR IN TERM OF DISSATISFACTION POINTS

Most of complaints fall into Battery life, Heat and RAM capacity



Other

Blurrry screen


Wifi error



Low speed


Low RAM capacity

Often turn hot


13%

1%

2%

4%

7%

10%

11%

16%

19%

19%

32%

46%

Total

13%

2%

4%

4%

7%

11%

16%

16%

24%

24%

34%

47%

Acer

13%

2%

2%

5%

6%

12%

9%

15%

17%

17%

37%

40%

Asus

7%

2%

0%

0%

7%

4%

11%

9%

9%

9%

22%

63%

Dell

N = 500 N = 135 N = 127 N = 54

17

TOP 4-6 BRANDS SOMETIMES FACE OTHER TECHNICAL ISSUES: SYSTEM FREEZE OR LOW SPEED

HP is complained by its device heating, while Lenovo for Low speed



Other

Blurrry screen


Wifi error



Low speed


Low RAM capacity

Often turn hot


13%

1%

2%

4%

7%

10%

11%

16%

19%

19%

32%

46%

Total

11%

0%

2%

6%

9%

13%

4%

11%

17%

23%

23%

57%

Toshiba

9%

0%

0%

2%

7%

9%

16%

19%

26%

21%

42%

53%

HP

16%

0%

2%

5%

12%

5%

7%

30%

26%

19%

28%

35%

Lenovo

N = 500 N = 47 N = 43 N = 43

18

13-14INCH ARE THE MOST POPULAR SIZE, FOLLOWED BY 15-16 AND UNDER 13INCH

What is your laptop's size? (By brand)

Total Acer Asus Dell Toshiba HP Lenovo0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4% 5% 2% 4% 2% 5%

19% 17% 25%

11%21%

14%

16%

57% 59%58%

37%

64%

63%

63%

20% 19%14%

48%

13%

23%16%

Under 13 inch

13 - 14 inch

15 - 16 inch

Over 16 inch

N = 500 N = 135 N = 127 N = 54 N = 47 N = 43 N = 43

19

THE PURPOSE OF USAGE SEEMS NATURAL: THE YOUNG PRIORITIZES ENTERTAINMENT AND STUDY, WHILE THE OLD MAINLY FOR WORK

What are your main purposes for using laptop? (By age)

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 1% 4%5%14%

5% 3%

10%

16%

9% 12%5%

7%

22%

33%

34%

8%

7%7%

22%

20%

19%

25%

23% 30%

41%

17%

33%

52%61% 57%

To work

Web suffing, facebook

To study

To entertain (lis-tening music, watching movies)

To play game

Others

N = 500 N = 64 N = 204 N = 132 N = 56 N = 44

20

LAPTOP EXPENDITURE BY BRAND AND AGE GROUPSHow much did you spend for buying your laptop? (By brand and by age)

Total Acer Asus Dell Toshiba HP Lenovo0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 2%2% 1% 1% 2% 2%2%

1% 2%

11%4%5% 7%

2%2%

2%

13%

7%

21%

9%

11%

12%

21%

20%

20%

22%

9%

30%

23%

23%

35%

41%

35%

31%

30%

33%

37%

22% 24%

13%

46%

17%

30%

14% Under $300

$300 - $400

$401 - $550

$551 - $700

$701 - $850

$851 - $1.000

$1.001 - $1.200

Over $1.200

Total Under 18 18-25 26-30 31-35 Over 351% 2% 2% 1%2% 2% 3% 2%2% 1% 6%

2%

4% 5%5%

9%

2%

13%

6%

16% 11% 13%

18%

20%

5%

21% 26%

13%30%

35%

14%

35%38%

50%

39%

22%

73%

18%11% 13% 11%

WeightedAverage

Expenditure$456 $316 $460 $361 $439

N = 500 N = 64 N = 204 N = 132 N = 56 N = 44N = 500 N = 135 N = 127 N = 54 N = 47 N = 43 N = 43

$384 $447 $472 $437 $424$240

21

CONTACT US

• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: [email protected] Contact number: +81 3-5532-3200

• Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: [email protected] Contact number: +84 902-73-9944

• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: [email protected] Contact number: +66 96 245 3656

22

CONTACT US

• Indonesia:

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India:

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654

23

Laptop market in Indonesia

Devices & Hardware