Social Media Behavior & Buying Decisions 2017

SOCIALMEDIABEHAVIOUR&BUYINGDECISIONS2017

Anindependentstudyasacontribu1ontotheIndonesiamediadigitalindustry

Thisresearchhas1000respondents.Spreadin8bigciDessuchas;Jabodetabek,Bandung,Surabaya,Yogyakarta,Medan,Malang,Makassar,Palembang.

3

Demography

36%

64%

gender

man woman

32%

38%

25%

5%

age

15-25 26-35 36-45 46-55

4

Demography

0%

48%

11%

40%

1%educa3on

SD SMP/SMA

Diploma S1/Sarjana

S2/S3

4%

49%

9%

17%

18%

3%

job

PegawaiPemerintah

PegawaiSwasta

Wiraswasta

IbuRumahTangga

Pelajar/Mahasiswa

5

13%

50%

28%

9%

Timespendonsocialmediausage

0-1hour

2-3hour

4-6hour

7-12hour

Usage Behavior

1st20.00–22.00(58%)

2nd12.00–13.00(43%) 3rd18.00–20.00(41%)

4th16.00–18.00(26%)

5th13.00–16.00(25%)

6

Usage Behavior

32%respondentsuseNotebookorlaptoptoaccesssocialmedia.

33

42 43

29

home office campus/school

everywhere

device

Notebookorlaptopnotonlyinofficesodoincampusorschool

7

Awareness UrbanDigitalMediaAwareness

91% 80% 70% 61% 45%

90

61

80

70

45

45

14

18

Facebook

Twider

Instagram

Youtube

Path

Google+

LinkedIn

Snapchat

0 10 20 30 40 50 60 70 80 90 100

8

Owned UrbanDigitalMedia

87% 61% 40% 30% 25%

87

30

62

40

2511 13

33

0

20

40

60

80

100

Facebook Twider Instagram Youtube Path BBM WA Google

33%

9

Social Media Usage Urban social media most usage

44

2

29

3 3 38

505101520253035404550

5%

8%

29%

44%

10

Whydidyouusethesesocialmedia?1.  Tokeepintouchwithfriendsorfamily(77%)

2.  TofindinformaDonandnews(68%)3.  Tomakeanewfriends(62%)4.  Asentertainment(55%)5.  Tofindproductorservices(33%)

11

TofindinformaDonsandnews(68%)

Tofindproductorservices(33%)

71%

58%

35%

31%

12

Who are they following? Following social media account by respondents

44 44

29

4845

26

0

10

20

30

40

50

60

beautyproduct

womanhealthyproduct

E-Commerce Fashionproduct

electronicproduct

FoodandBeverage

Followingbrand

13

Source of awareness of social media brand account

6049

41

10 14010203040506070

officialbrand

accou

nt

officialnew

sportal

accoun

t friend

s

publicfigureofficial

accoun

t

celebrity

official

accoun

t

source

14

Beauty Product Number of brand has seen by respondents

60

14 11 724 19 11 9

010203040506070

14 16 14

31

138 3

19

0

5

10

15

20

25

30

35

MakeOver PAC(Professional

ArDstCosmeDc)

CaringColours SariAyu

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

16

E-commerce Product Number of brand has seen by respondents

62

4233

1828

010203040506070

Lazada Bukalapak Tokopedia Zalora Traveloka

e-commerce

66

39 35

1627

60

4532

2129

0

10

20

30

40

50

60

70

Lazada Bukalapak Tokopedia Zalora Traveloka

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

18

Bank Number of brand has seen by respondents

34

56

26

13

42

0

10

20

30

40

50

60

BRI BCA BNI CIMBNIAGA MANDIRI

bank

39

62

30

10

4530

51

2415

40

0

10

20

30

40

50

60

70

BRI BCA BNI CIMBNIAGA

MANDIRI

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

20

Financial non-Bank Number of brand activation in social media

47

30

15

36

80

10

20

30

40

50

AdiraFinance FIF WomFinance Pegadaian HomeKredit

nonbank

58

3122

454030

9

30

0

10

20

30

40

50

60

70

AdiraFinance FIF WomFinance Pegadaian

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

22

Electronic Brand Number of brand has seen by respondents

47

78

20 2916 23 11

0102030405060708090

Apple Samsung Sony Lenovo Toshiba Asus Panasonic

electronic

45

81

1430

120

10

20

30

40

50

60

70

80

90

Apple Samsung Sony Lenovo Toshiba

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

24

Fashion Product Number of brand has seen by respondents

0

10

20

30

40

50

60

Zara Mango Pull&Bear

Forever21 H&M Uniqlo Gaudi Hammer

fashion

0

10

20

30

40

50

60

70

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

26

Beverage Product Number of brand activation in social media

01020304050607080

beverage

01020304050607080

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

28

Women Healthy Product Number of brand has seen by respondents

0

5

10

15

20

25

30

35

Laurier Charm Soiex KiranD Naturee

Womenhealthy

0

5

10

15

20

25

30

35

40

Laurier Absolud Charm Soiex KiranD Naturee

yes

no

NumberofshareaierseeingthebrandacDvaDonissocialmedia.

30

Is it interesting?

Veryinteres3ng(78%)

NotinteresDng(2%)

31

What do they remembered most ?

1. Brandlogo(63%)

2. Visual(60%)3. Tagline(40%)

32

User Habit

Aieryouseethebrandaccountorpost,didyoushareittoyourfriendsinthroughsocialmedia?

Yes(40%) No(60%)

Aieryouseethebrandaccountorpost,didyoushareittoyourfriendsnotthroughsocialmedia?

Yes(47%) No(53%)

Didyouintendtouseorbuyyourmostmemorablebrandinsocialmedia?

Yes(80%) No(20%)

THANKYOU