Social Media Behavior & Buying Decisions 2017
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SOCIAL MEDIA BEHAVIOUR & BUYING DECISIONS 2017 An independent study as a contribu1on to the Indonesia media digital industry
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Transcript of Social Media Behavior & Buying Decisions 2017
SOCIALMEDIABEHAVIOUR&BUYINGDECISIONS2017
Anindependentstudyasacontribu1ontotheIndonesiamediadigitalindustry
Thisresearchhas1000respondents.Spreadin8bigciDessuchas;Jabodetabek,Bandung,Surabaya,Yogyakarta,Medan,Malang,Makassar,Palembang.
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Demography
36%
64%
gender
man woman
32%
38%
25%
5%
age
15-25 26-35 36-45 46-55
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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%)
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Usage Behavior
32%respondentsuseNotebookorlaptoptoaccesssocialmedia.
33
42 43
29
home office campus/school
everywhere
device
Notebookorlaptopnotonlyinofficesodoincampusorschool
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Awareness UrbanDigitalMediaAwareness
91% 80% 70% 61% 45%
90
61
80
70
45
45
14
18
Twider
Youtube
Path
Google+
Snapchat
0 10 20 30 40 50 60 70 80 90 100
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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%
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Whydidyouusethesesocialmedia?1. Tokeepintouchwithfriendsorfamily(77%)
2. TofindinformaDonandnews(68%)3. Tomakeanewfriends(62%)4. Asentertainment(55%)5. Tofindproductorservices(33%)
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TofindinformaDonsandnews(68%)
Tofindproductorservices(33%)
71%
58%
35%
31%
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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%)
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User Habit
Aieryouseethebrandaccountorpost,didyoushareittoyourfriendsinthroughsocialmedia?
Yes(40%) No(60%)
Aieryouseethebrandaccountorpost,didyoushareittoyourfriendsnotthroughsocialmedia?
Yes(47%) No(53%)
Didyouintendtouseorbuyyourmostmemorablebrandinsocialmedia?
Yes(80%) No(20%)
THANKYOU
