印尼消费者购物行为分析报告-培训课件外文版2024.6赵一鸣零食有鸣

INDUSTRIES

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MARKETSConsumershoppingbehaviorinIndonesiaCHAPTER

01OverviewHouseholdfinalconsumptionexpenditurepercapitaintheAsia-Pacificregionin2022,bycountry(inU.S.dollars)HouseholdfinalconsumptionexpenditurepercapitaAPAC2022,bycountryConsumptionexpenditurepercapitainU.S.dollars05,00010,00015,00020,00025,00030,00035,000AustraliaHongKongNewZealandSingaporeJapan32,517.7829,315.9425,792.7923,505.2119,409.27MacaoSouthKoreaBrunei16,262.6615,718.678,867.46MalaysiaChina6,857.824,465.33ThailandMongoliaPhilippines3,516.122,758.22,537.684Description:In2022,thehouseholdfinalconsumptionexpenditurepercapitainAustraliaamountedtoapproximately32.51thousandU.S.dollars.Incomparison,thehouseholdfinalconsumptionexpenditurepercapitainTimorLesteamountedto860.23U.S.dollarsin2022.ReadmoreNote(s):Asia,APAC;2022Source(s):WorldBankConsumerconfidenceindex(CCI)inIndonesiafromJanuary2020toMarch2024Monthlyconsumerconfidenceindex(CCI)Indonesia2020-2024140130126.1125124.3123.2123123.5121.7120.3119.6120113.4113.1110101.510090807086.284.884.980.2795Description:AsofMarch2024,theIndonesianconsumerconfidenceindexstoodat123.8points,aslightincreasecomparedtothepreviousmonth.TheconsumerconfidenceindexscoreinIndonesiastartedtohitbelow100pointsforthefirsttimeinApril2020.ThisdeclinecanbeattributedtotheCovid-19pandemicthathasaffectedtherateofemploymentinIndonesia.ReadmoreNote(s):Indonesia;January2020toMarch2024;4,600respondents;thesurveywasdoneamonghouseholdsinIndonesiaSource(s):BankIndonesiaShareofexpenditureonfoodandnon-foodamongurbanhouseholdsinIndonesiafromMarch2016toMarch2023Shareofspendingonfoodandnon-foodamongurbanhouseholdsIndonesia2016-2023FoodNon-food60%50%40%30%20%10%0%55.43%54.19%54.53%54.02%54.1%53.95%53.3%53.46%46.7%46.54%45.98%45.9%46.05%45.81%45.47%44.57%201620172018201920202021202220236Description:AsatMarch2023,approximately45.5percentofurbanhouseholds'expenditureinIndonesiawasallocatedforfoodandabout54.5percentfornon-food.Duringtheperiodmeasured,therewerenosignificantchangesontheshareofincomespentonfoodandnon-foodamongurbanhouseholdsinIndonesia.ReadmoreNote(s):Indonesia;March2016toMarch2023Source(s):StatisticsIndonesiaEstimatedvalueofe-commerceexpendituresonconsumergoodsinIndonesiain2022,bycategory(inbillionU.S.dollars)E-commercespendingonconsumergoodsIndonesia2022,bycategoryValueinbillionU.S.dollars024681012ElectronicsFood10.716.09Fashion5.49Physicalmedia*DIY&hardwareBeauty&personalcareToys&hobby1.851.81.561.491.331.151.110.830.68BeveragesTobaccoproductsHouseholdessentialsOver-the-counterpharmaceuticalsFurnitureLuxurygoods0.250.17Eye-wear7Description:Theestimatedannuale-commercespendingonelectronicproductsinIndonesiaamountedto10.71billionU.S.dollarsin2023.Meanwhile,onlineshoppingexpendituresonfoodreached6.09billionU.S.dollarsinthatyear.

ReadmoreNote(s):Indonesia;2022;allfiguresareestimates;*Doesnotincludedigitaldownloadsorstreaming.

Figureswerebasedonfull-yearconsumerspendfor2023.

ReadmoreSource(s):DataReportal;Meltwater;DigitalMarketInsights;WeAreSocialEstimatedgrowthofe-commerceexpendituresonconsumergoodsinIndonesiain2023,bycategoryE-commercespendinggrowthonconsumergoodsIndonesia2023,bycategoryGrowthrate5%-10%Tobaccoproducts-5%0%10%15%20%25%30%23.7%FoodBeverages14.3%9%HouseholdessentialsFurniture7.8%6.3%Electronics4.8%3.8%Over-the-counterpharmaceuticalsDIY&hardwareBeauty&personalcareLuxurygoods2.3%2%0%Toys&hobby-0.7%-2%FashionPhysicalmedia*Eye-wear-3.6%-5.6%8Description:Amongconsumergoods,tobaccoproductsaccountedforthehigheste-commercespendinggrowthrateinIndonesia.E-commerceexpenditureinthiscategoryhadaround24percentgrowthincomparisontothepreviousyear.Incontrast,onlineshoppingspendingoneye-weardroppedby5.6percentcomparedtothepreviousyear.ReadmoreNote(s):Indonesia;2023;allfiguresareestimates;*Doesnotincludedigitaldownloadsorstreaming.

Growthrateincomparisontothepreviousyear.

ReadmoreSource(s):DataReportal;Meltwater;DigitalMarketInsights;WeAreSocialOnlineshoppingactivitieseachweekofinternetusersinIndonesiaasof3rdquarter2023WeeklyonlineshoppingactivitiesofinternetusersIndonesiaQ32023Shareofpopulation20%0%10%30%40%50%60%70%PurchasedaproductorserviceonlineUsedabuynow,paylaterservice59.3%38.7%Orderedgroceriesviaanonlinestore34.4%UsedanonlinepricecomparisonserviceBoughtasecond-handitemviaanonlinestorw14.1%10.8%9Description:Asofthethirdquarterof2022,approximately59percentofrespondentsinIndonesiastatedthattheypurchasedaproductorserviceonlineaspartoftheirweeklye-commerceactivities.Meanwhile,around11percentofrespondentsboughtasecond-handitemviaonlinestore.ReadmoreNote(s):Indonesia;Q32023;14-64years;amonginternetusersSource(s):DataReportal;Meltwater;WeAreSocial;WorldBankShareofsocialappsconsumerspendinIndonesiafromJanuary2022toDecember2023,bytypeSocialappsconsumerspendIndonesia2022-2023,bytypeSubscriptionOne-timepurchase120%100%80%60%40%20%0%Jan

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'2310Description:In2023,themajorityofsocialappsspendingamongiOSusersinIndonesiawereone-timepurchases.Incomparison,subscriptionsaccountedforonly20.33percentofconsumerspendasofDecember2023.

ReadmoreNote(s):Indonesia;January2022toDecember2023;iOSphonesonlySource(s):Data.aiCHAPTER

02PurchasechannelsLeadingsaleschannelsoffast-movingconsumergoods(FMCG)inIndonesiaasof3rdquarter2023,bymarketshareMajorFMCGsaleschannelsIndonesiaQ32023,bymarketshareMarketshare0%10%20%30%40%50%60%70%69%80%TraditionaltradeMinimarkets16%Hyper/supermarketsSpecialtystoreOthers6%4%4%12Description:Asofthethirdquarterof2023,traditionaltradeheldthehighestmarketshareof69percentinthefast-movingconsumergoods(FMCG)sectorinIndonesia.Minimarketsfollowedwith16percentmarketshareintheFMCGsector.TraditionaltradehasbeenanimportantpartofmanyIndonesians’lives.ItisafamiliarsightinIndonesianneighborhoods,andaplaceforbargainingandpurchasingvariousconsumerproducts.ReadmoreNote(s):Indonesia;Q32023Source(s):KantarWorldpanelMarketshareoftraditionaltradeforfast-movingconsumergoods(FMCG)inIndonesiafrom3rdquarter2018to3rdquarter2023MarketshareoftraditionaltradeforFMCGIndonesiaQ32018-Q3202380%69%69%68%68%70%60%50%40%30%20%10%0%67%67%Q32018Q32019Q32020Q32021Q32022Q3202313Description:Asofthethirdquarterof2023,traditionaltradeheldamarketshareof69percentinthedistributionoffast-movingconsumergoods(FMCG)productsinIndonesia.Itmadeupthehighestmarketshareamongothersaleschannelsofthefast-movingconsumergoods(FMCG)inthecountry.ReadmoreNote(s):Indonesia;Q32018toQ32023Source(s):KantarWorldpanelMarketshareofminimarketsforfast-movingconsumergoods(FMCG)inIndonesiafrom3rdquarter2018to3rdquarter2023MarketshareofminimarketsforFMCGIndonesiaQ32018-Q3202320%18%16%14%12%10%8%19%18%18%17%17%16%6%4%2%0%Q32018Q32019Q32020Q32021Q32022Q3202314Description:Asofthethirdquarterof2023,minimarketsheldamarketshareof16percentinthedistributionoffast-movingconsumergoods(FMCG)productsinIndonesia.Minimarketsaccountedforthesecondlargestmarketshareamongothersaleschannelsofthefast-movingconsumergoods(FMCG)inthecountry.ReadmoreNote(s):Indonesia;Q32018toQ32023Source(s):KantarWorldpanelChannelsusedtopurchaseanitemamongconsumersinIndonesiaasofNovember2023LeadingpurchasechannelsIndonesia2023Shareofrespondents0%

10%20%30%40%50%48%60%70%66%FindtheitemandpurchaseitonlineBrowseproductsonlineandbuytheminaretailstoreFindtheitemandpurchaseitdirectlyinaphysicalstore46%Purchaseitemsin-storeandgetthemdeliveredtoyourhomeBrowsepricesinaretailstoreandbuythemonanotherretailer'swebsiteOrderproductsonlineandpickthemupfromaretailstore21%19%19%18%17%Browsepricesinaretailstoreandbuythemfromthatretailer'swebsiteOrderproductsonlineandpickthemupfromapick-uplocation(parcelmachine,post)Purchaseitemsusingmobilewhilein-store12%Noneoftheabove2%15/statistics/1440361/indonesia-leading-purchase-channelsAccordingtoasurveybyRakutenInsightinIndonesiainNovember2023,66percentofrespondentsstatedthattheyusuallyfindtheitemandpurchaseitonline.Inaddition,otherconsumersbrowseproductsonlineandbuytheminaretailstore.

ReadmoreNote(s):Indonesia;November9to30,2023;12,472respondents;16yearsandolderSource(s):RakutenInsightPreferredshoppingchannelsforholidayshoppinginIndonesiaasofNovember2023PreferredshoppingchannelsforholidayshoppinginIndonesia2023Shareofrespondents20%

30%0%10%40%50%60%70%Bothonlineandinbrick-and-mortarshopsOnlineonly61%37%Inbrick-and-mortar/physicalshopsonly2%Notshopping/notplanningtoshop

0%16Description:AccordingtoasurveyonshoppingbehaviorconductedbyRakutenInsightinNovember2023,61percentofIndonesianrespondentsstatedthattheywereplanningtoorhadalreadyshoppedonlineandalsoinbrick-and-mortarshopsduringtheholidayshoppingperiod.Meanwhile,37percentofthempreferredtodotheirholidayshoppingexclusivelyonline.ReadmoreNote(s):Indonesia;November9to30,2023;6,660respondents;16yearsandolder;basedonrespondentswhoshoppedduringholidaysalesSource(s):RakutenInsightTypesofitemspurchasedonsocialmediainIndonesiaasofFebruary2023TypesofitemspurchasedusingsocialmediaIndonesia2023Shareofrespondents0%

10%20%30%40%50%60%70%80%73.46%ClothingCosmeticsandbeautyproductsBagsandshoes56.8%56.7%Fashionaccessories(e.g.jewellery,watches,etc)Householdanddecorativeitems45.11%41.73%Consumerelectronics(e.g.smartphones,smartwatches,headphones,etc)Food,snacks,andnonalcoholicbeveragesDietary/NutritionalsupplementsorfunctionalfoodsPetsupplies36.27%34.95%23.12%14.66%Alcoholicbeverages4.13%6.18%Other17Description:AccordingtoasurveyonsocialcommerceconductedbyRakutenInsightinIndonesiain2023,73percentofrespondentsansweredtheyhadboughtclothingarticlesusingsocialmedia.Thesamesurveyindicatedthataround40percentofIndonesianconsumersregularlyshoppedonsocialmedia.ReadmoreNote(s):Indonesia;February9to28,2023;11,824respondents;16yearsandolder;amongthosewhohavemadepurchasesonsocialmediaSource(s):RakutenInsightDistributionofsalesinthefoodmarketinIndonesiafrom2020to2029SalesdistributioninthefoodmarketinIndonesia2020-2029Offline2.54%Online120%100%80%60%40%20%0%1.13%2.13%2.19%2.25%2.93%3.29%3.55%3.65%3.63%98.87%97.87%97.81%97.75%97.46%97.07%96.71%96.45%96.35%96.37%202020212022202320242025202620272028202918Description:Overtheforecastperioduntil2029,theindicator'OnlineRevenueShare'isforecasttoexhibitfluctuationsamongthetwosegments.Concerningthetwoselectedsegments,thesegmentOfflinehasthelargestindicator'OnlineRevenueShare'with96.37percent.Contrastingly,Onlineisrankedlast,with3.63percent.Theirdifference,comparedtoOffline,liesat92.74percentagepoints.ReadmoreNote(s):Indonesia;2020to2029Source(s):ConsumerMarketInsightsCHAPTER

03PaymentmethodsNumberofusersofdigitalpaymentsinIndonesiafrom2018to2028(inmillions)NumberofusersofdigitalpaymentsinIndonesia2018-2028250200150204.97190.19175.1160.34144.3128.2111.1394.410050079.68202064.74201952.6420182021202220232024202520262027202820Description:Thenumberofusersinthe'DigitalPayments'segmentofthefintechmarketinIndonesiawasforecasttocontinuouslyincreasebetween2024and2028byintotal60.7millionusers(+42.07percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach204.97millionusersandthereforeanewpeakin2028.Notably,thenumberofusersofthe'DigitalPayments'segmentofthefintechmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Indonesia;2018to2028Source(s):Mostusedpaymentmethodsine-commercetransactionsoverthepastyearinIndonesiaasofMarch2023Mostusedpaymentmethodsine-commercetransactionsIndonesia2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%84.3%E-wallet(OVO,Go-pay,Dana,ShopeePay)Cash/Cashondelivery(COD)Banktransfer/VirtualaccountPayLater(ShopeePayLater,Kredivo,Akulaku)Alfamart/Indomaret61.4%47.8%45.9%28.7%Debitcard15.9%Creditcard6.6%21Description:A2023surveyone-commerceinIndonesiafoundthatapproximately84.3percentofrespondentsusede-walletssuchasOVO,Go-Pay,Dana,ShopeePayorotherwalletsasapaymentmethodwhenmakinge-commercetransactions.Only6.6percentofrespondentsusedcreditcardsfore-commercepayments.ReadmoreNote(s):Indonesia;March18to31,2023;3,656respondentsSource(s):KuriousbyKatadataInsightCenterShareofpeoplewhoareawareofandinterestedinQRcodepaymentsinIndonesiaasofOctober2022AwarenessandinterestinQRcodepaymentsamongIndonesians2022100%92%90%80%70%60%50%40%30%20%10%0%82%AwarenessInterest22Description:AccordingtoasurveyonconsumerpaymentbehaviorconductedinOctober2022inIndonesia,approximately82percentofrespondentsstatedthattheyhadbeeninterestedinQRcodepaymentmethods.Meanwhile,62percentofthesurveyedconsumersindicatedhavingusedthesepaymentmethodsinthesameyear.ReadmoreNote(s):Indonesia;SeptembertoOctober2022;6,550respondents;18-65years;amongconsumersinSingapore,Malaysia,Thailand,Indonesia,thePhilippines,Vietnam,andCambodiaSource(s):VisaInc.ConsumerawarenessofPayLaterforonlineshoppingine-commerceinIndonesiaasofMarch2023AwarenessofPayLaterforonlineshoppingine-commercetransactionsIndonesia2023Donotknow2.7%Know97.3%23Description:A2023surveyone-commerceinIndonesiafoundthatapproximately97.3percentofrespondentsknewaboutPayLaterforonlineshoppingine-commerce.Accordingtothesamesurvey,themajorityofrespondentsusede-walletssuchasOVO,Go-Pay,Dana,ShopeePayorotherwalletsasapaymentmethodwhenmakinge-commercetransactions.ReadmoreNote(s):Indonesia;March18to31,2023;9,239respondentsSource(s):KuriousbyKatadataInsightCenterShareofconsumersusingPayLaterinIndonesiaasofMarch2023ShareofPayLaterusersIndonesia202360%54.1%50%45.9%40%30%20%10%0%PayLateruserNonPayLateruser24Description:A2023surveyone-commerceinIndonesiafoundthatapproximately46percentofrespondentsusedPayLater.Accordingtothesamesurvey,97.3percentofrespondentshadaknowledgeaboutPayLaterforonlineshoppingine-commerce.

ReadmoreNote(s):Indonesia;March18to31,2023;3,656respondentsSource(s):KuriousbyKatadataInsightCenterLeadingtypesofproductspurchasedonlinewithPayLaterinIndonesiaasofMarch2023ProductspurchasedonlinewithPayLaterIndonesia2023Shareofrespondents0%10%20%30%40%50%60%70%Fashion(clothes,shoes,bags,watchesandotheraccessories)66.4%HouseholdequipmentElectronic52.2%41%Computers/laptops,cameras,andcellphonesBodyandbeautycareFoodanddrink34.5%32.9%26.6%Automotive16.2%Health(medication,vitamins,etc.Sport11.7%6.4%25Description:A2023surveyone-commerceinIndonesiafoundthatapproximately66.4percentofrespondentsusedPayLatertobuyfashionitemsonline.Accordingtothesamesurvey,97.3percentofrespondentsknewaboutPayLaterforonlineshoppingine-commerce.ReadmoreNote(s):Indonesia;March18to31,2023;1,491respondents;amongrespondentswhoshoponlinewithPayLaterSource(s):KuriousbyKatadataInsightCenterLeadingtypesofPayLaterusageinIndonesiaasofMarch2023PayLaterusageinIndonesia2023100%88.8%90%80%70%60%50%40%30%20%10%0%43.8%42%12%7.7%Shopforgoods/products

Monthlybills(electricity,water,

Phonecredit&internetdata

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tickets,trains)Hotelroombookings26Description:A2023surveyone-commerceinIndonesiafoundthatapproximately89percentofrespondentsusedPayLatertoshopforgoodsorproductsonline.Accordingtothesamesurvey,97.3percentofrespondentshadaknowledgeaboutPayLaterforonlineshoppingine-commerce.ReadmoreNote(s):Indonesia;March18to31,2023;1,679respondents;amongrespondentswhousedPayLaterSource(s):KuriousbyKatadataInsightCenterCHAPTER

04OnlineshoppingShareofpopulationwhomadeapurchaseontheinternetinthepastyearinIndonesiaasofJanuary2024,bygenderShareofpopulationmakingonlinepurchasesIndonesia2024,bygenderShareofpopulation0%5%10%15%20%25%FemaleMale21.5%14.8%Total18.2%28Description:AsofJanuary2024,femalesaged15yearsandoldermademoreonlinetransactionsthanmalesinIndonesia,accordingto21.5percentoftherespondents.Thedataalsoshowedthataround29percentofthepopulationmadeadigitalpaymentinthepastyear.ReadmoreNote(s):Indonesia;January2024;15yearsandolder;amongthosethatownsorusesfinancialproductsandservices;amongthosewhomadeapurchaseonmobilephoneSource(s):DataReportal;Meltwater;WeAreSocial;WorldBankShareofe-commercetransactionsamongonlineshoppersinIndonesiaasofDecember2022,byproductcategoryBreakdownofe-commercetransactionsIndonesia2022bycategoryShareofe-commercetransactions10%

15%0%5%20%25%24.9%30%MobilephonecreditandvouchersFashionandaccessoriesHealthandbeauty16.3%14.3%Homeappliances10%Food6.9%6.4%6.3%GadgetsandaccessoriesSports,toys,andhobbiesAutomotives4.4%KidandbabysuppliesOfficeandschoolsuppliesElectronics3.9%3.2%2.1%1.4%ComputersandaccessoriesFlights,hotels,andtravels

0.1%29Description:AsofDecember2022,mobilephonecreditandvoucherstoppedthelistofe-commercetransactionsamongonlineshoppersinIndonesia,withashareofnearly25percent.Fashionandaccessoriesfollowedwitha16.3percentshare.

ReadmoreNote(s):Indonesia;JanuarytoDecember2022;2,200,000respondents;amongKredivousersSource(s):KuriousbyKatadataInsightCenterOnlineshoppingactivitieseachweekofinternetusersinIndonesiaasof3rdquarter2023WeeklyonlineshoppingactivitiesofinternetusersIndonesiaQ32023Shareofpopulation20%0%10%30%40%50%60%70%PurchasedaproductorserviceonlineUsedabuynow,paylaterservice59.3%38.7%Orderedgroceriesviaanonlinestore34.4%UsedanonlinepricecomparisonserviceBoughtasecond-handitemviaanonlinestorw14.1%10.8%30Description:Asofthethirdquarterof2022,approximately59percentofrespondentsinIndonesiastatedthattheypurchasedaproductorserviceonlineaspartoftheirweeklye-commerceactivities.Meanwhile,around11percentofrespondentsboughtasecond-handitemviaonlinestore.ReadmoreNote(s):Indonesia;Q32023;14-64years;amonginternetusersSource(s):DataReportal;Meltwater;WeAreSocial;WorldBankMostpopularonlinepurchasedriversamonginternetusersinIndonesiaasof3rdquarterof2023MostpopularonlinepurchaseincentivesIndonesiaQ32023Shareofpopulation20%0%10%30%40%50%60%CouponanddiscountsReviewsfromothercustomersFreedeliverySimpleonlinecheckoutSociallikesandcommentsAbilitytopaycashondeliveryEasyreturnspolicy52.3%48.2%47.4%45.5%32.7%31.2%29.8%28.5%Next-daydelivery"Clickandcollect"Eco-friendlycredentialsLoyaltypoints20.3%20%17.7%Socialmedia"buy"buttonExclusivecontentorservicesInterest-freepaymentsGuestcheckout13.7%9.7%9.4%7.9%31Description:Asofthethirdquarterof2023,approximately52percentofrespondentsinIndonesiastatedthatcouponsanddiscountswerethemaindriverfortheironlinepurchases.Meanwhile,around14percentofrespondentsstatedthatsocialmedia"buy"buttonencouragedthemtomakeonlinepurchases.ReadmoreNote(s):Indonesia;Q32023;14-64years;amonginternetusersSource(s):DataReportal;Meltwater;WeAreSocial;WorldBankDigitalcontentpurchasedeachmonthinIndonesiaasof3rdquarter2023,bytypeDigitalcontentpurchasedeachmonthIndonesiaQ32023,bytypeShareofrespondents10%

15%0%5%20%25%30%35%MovieorTVstreamingserviceMusicstreamingserviceMobilegame30.8%24.6%22%Mobileapp18.2%Musicdownload14.4%StudyprogramsandlearningmaterialsIn-apppurchases10.1%9.4%Softwarepackage7.7%6.6%6.1%5.9%5.1%4.3%PremiumwebserviceE-bookDigitalgiftsNewsserviceOnlinemagazinesubscriptionDatingservice3%32Description:Basedonaglobalsurveyduringthethirdquarterof2023,around31percentofinternetusersinIndonesiapurchasedamovieorTVstreamingserviceeachmonth.MusicstreamingservicesandmobilegameswerealsoamongthemostpurchasedtypesofdigitalcontentbyIndonesianinternetusers.ReadmoreNote(s):Indonesia;Q32023;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialAnnualtimespentonmobileshoppingappsinIndonesiafrom2020to2023(inmillionsofhours)AnnualtimespentonshoppingappsIndonesia2020-202312,00010,00011,26010,3009,6308,0006,8306,0004,0002,0000202020212022202333Description:In2023,thetotalamountofhoursspentonmobileshoppingapplicationsforAndroidusersreachedabout9.63billioninIndonesia.Incomparison,theannualtimespentontheseappsin2020amountedtoabout6.83billionhours.Theamountofhoursspentontheseapplicationshasfluctuatedwithintheobservedperiod.ReadmoreNote(s):Indonesia;2020to2023;AndroidonlySource(s):Data.aiYear-on-year(YOY)growthoftimespentonmobileshoppingappsinIndonesiafrom2021to2023YOYchangeoftimespentonshoppingappsIndonesia2020-202360%50.8%50%40%30%20%10%0%9.3%2022-10%-14.5%2023-20%202134Description:In2023,thetotalamountofhoursspentonmobileshoppingapplicationsamongAndroidusersinIndonesiadecreasedby14.5percentcomparedtothepreviousyear.TheannualtimespentonmobileshoppingappsamongIndonesianusersin2023amountedtoabout9.36billionhours.ReadmoreNote(s):Indonesia;2021to2023;AndroidonlySource(s):Data.aiCHAPTER

05SustainableconsumptionWillingnesstopaymoreforsustainablegoodsandenvironmentally-friendlyproductsinIndonesiaasofDecember2023WillingnesstopaymoreforsustainableproductsIndonesia2023No21%Yes79%36Description:AccordingtoasurveyonsustainableconsumptioninIndonesiaconductedbyRakutenInsightinDecember2023,79percentofrespondentsstatedthattheywerewillingtopaymoreforsustainableandenvironmentally-friendlyproducts.Thesamesurveyalsorevealedthatmakingsuchproductsmoreaffordablewouldencouragethemtoadoptmoresustainableconsumptionpractices.ReadmoreNote(s):Indonesia;December7to31,2023;11,099respondents;16yearsandolder;among6,267femaleand4,832malerespondentsSource(s):RakutenInsightImportanceofpurchasingsustainableandenvironmentally-friendlyproductsamongconsumersinIndonesiaasofDecember2023ImportanceofpurchasingsustainableproductsinIndonesia2023Shareofrespondents0%10%20%30%40%50%60%70%NotimportantatallNotreallyimportantSomewhatimportantVeryimportant1%7%30%63%37Description:AccordingtoasurveyonsustainableconsumptioninIndonesiaconductedbyRakutenInsightinDecember2023,approximately63percentofrespondentsinIndonesiastatedthatitwasveryimportanttobuyproductsthataresustainably-made/packagedorenvironmentallyfriendly.Thesamesurveyalsorevealedthatmakingtheseproductsmoreaffordablewouldencouragethemtoadoptmoresustainableconsumptionpractices.

ReadmoreNote(s):Indonesia;December7to31,2023;11,099respondents;16yearsandolder;among6,267femaleand4,832malerespondents.Source(s):RakutenInsightSustainablepracticesadoptedinthepastyearamongconsumersinIndonesiaasofDecember2023SustainablepracticesinthepastyearinIndonesia2023Shareofrespondents0%

10%20%30%40%50%60%70%80%90%Reducedmyuseofsingle-useplastic(e.g.plasticshoppingbags,plasticstraws,…Choseitemsinsustainablepackaging/reducedmypurchasesofitemspackagedi…Repairedbrokenitemsinsteadofthrowingthemawayandbuyingnewones(e.g.…Boughtmorelocally-madeproducts84%54%34%31%31%Recycled/upcycledolditemsIownedChoseorganic/sustainably-producedfooditems26%24%23%Reducedmypurchaseoffast-fashionclothingReducedbuyingnewitemsChosebrands/producerswithknownenvironmentallysustainablepracticesand…Reducedmyonlinepurchases/reducedfooddelivery&take-awaysReducedmymeatconsumption/consumptionofanimalproducts(e.g.milkand…Purchasedmoreseasonalproduce19%18%13%10%10%Boughtmoresecond-handgoods/swappedorexchangeditemswithfriendsOthers1%38Description:AccordingtoasurveyonsustainableconsumptioninIndonesiaconductedbyRakutenInsightinDecember2023,approximately84percentofrespondentsstatedthattheyreducedtheiruseofsingle-useplasticinthepastyear.Thesamesurveyalsorevealedthatmakingenvironmentalfriendlyp