Mobile Apps Market Study GFK indonesia for baidu

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Prepared for Baidu, September 2015 | GfK Indonesia

Mobile Apps Market Study – Initial Results

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Passively measured Single-source panel allows for link to other data assets

GfK Crossmedia Link in a nutshell

Ad hoc

media surveys GfK Crossmedia LinkSingle source measurement

Desktop, TV, Tablet, Mobile

(6000 panellists)

TV sampleBy survey

Mobile (Smartphone

and Tablet) sample Passive Measurement

Desktop samplePassive Measurement

Source: GfK

©GfK 2015 | Mobile Apps Market Study | September 2015

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Source: GfK Crossmedia Link Indonesia July 2015, App users only n=968 *Participants age 13-17 years to be added in next two months

GfK Crossmedia Link Panel Indonesia - Overview

GfK Crossmedia Link:

Jakarta, Bandung, Surabaya, Semarang, BodetabekOnline population aged 18* – 55 yearsSES ABC

Representative for

Research Period

July 2015

September October November

n=1.700 n=2.400 n=3.100

Panel Build-up plan 2015


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Total market for smartphones including 2015 estimation by GfK Trends and Forecasting

Market Size of Smartphone and Featurephone 2015Smartphone sales growth will allow more Indonesians to access the internet and fuel usage of

online apps

+5%

compare

to PY

33 Mio

Total Smartphones

Sold in units

Total Featurephone

Sold in Units

20 Mio

-29%

compare to

PY


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Indonesians predominantly access the internet on smartphones

Source: GfK Enumeration study Indonesia, Badan Pusat Statistik 2015

Online population Indonesia – split by devices

Online population

% of total population

Smartphone user

% of online pop.

Tablet user

% of online pop.

Desktop user% of

online pop.

64.1* 93.0* 5.0* 11.0*

*5 cities: Jakarta, Bandung, Surabaya, Semarang, Bodetabek

18**+ yrs


**Participants age 13-17 years to be added in next two months

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Apps penetration amounts to 97.5% of smartphone & tablet users

Source: GfK Crossmedia Link Indonesia July 2015, App users only n=968

993

Panel members

Sample Size Active App Users

968

Panel members

97.5 %

Average Number

of active apps

17

Apps

Applications dominate web based usage of mobile devices


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Young age group represents majority of active users. Using Apps is more common than

using web browsers.

Apps Usage Overview

Apps97%

Age GroupsDurations

Minutes spent on online

apps/day= ±60

Gender

Male = 97%

Female = 98%

Apps Usage

Breakdown



Mobile device users

975Browser62%

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Potential direct Revenue generation by applications

Price levels in App purchases

Top 100 Apps used in Indonesia contain free app services as well as applications that require purchases for a selection of

their functions. Currently no Application in Top 100 requires the user to pay upfront for download.

- Free: no payment required, all services come at no cost

- Freemium: download and basic services for free, option for

in application purchases

- Paid: payment for App to be made before download

0.99$ 30%

1.99$ 17%

2.99$ - 4.99$ 25%

7.99$- 19.99$ 19%

>19.99$ 9%

27%

73%

0%

Apps

Shares of App types in Top 100 applications

Freemium Free Paid

av. number freemium

Apps per user:

3.4



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Average numbers of apps by age and gender

1615

19

17 17

16 15

18 – 22 years old

23 – 27 years old

28 – 32 years old

33 – 37 years old

38 – 42 years old

43 – 47 years old

48 – 52 years old

Average Apps actively used by age groups


17

16

Female Male

Average Apps actively used by gender


Women in Indonesia tend to use a larger variety of applications than men

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Strong focus on applications allowing interaction with others

95%89%

76%71%

68%

58%

46%

29% 28%

15% 13%8%

0%

Top Activity With Apps

Communication Shopping / Auctions / Rent Social Networking Web Search Gaming / Gambling

Media On-Demand On-Site Search Downloading News / Information Media Broadcasting

Price / Product Comparison Money Management X-rated / Adult

Indonesians use apps mostly to communicate, shop and foster social networking.



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Portals, Entertainment, and Travel Apps dominate the market

97%

76%

36%

12% 10% 9% 8% 6% 4% 3% 2% 1% 1% 1% 1% 1%

Top Apps by Content

Multi-Content / Portal Entertainment / Media Travel Telecom

Lifestyle / Hobbies Religion Finance IT / Software / Office

Weather Sports Education / Training Family

Fashion Dating / Relationship Business / Economy Employment / Career

Source: GfK Crossmedia Link Indonesia July 2015, App users only n=968, GfK Crossmedia Link Brazil July 2015 n=1.987

Many branches still lack adequate representation in applications. Few people use applications

for managing their finances and educational purposes.


1 Multi-Content / Portal 100%

2 Entertainment / Media 62%

3 Travel 28%

4 Finance 22%

5 Lifestyle / Hobbies 11%

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Top Apps By Category, breakdown by age

Group of 28 – 32 year olds exhibits openness to use applications to ease everyday choirs

such as maintaining their finances and telco subscriptions.



97%

75%

37%

11% 11% 7%

88%

77%

33%

11% 7%

97%

80%

39%

18%13% 7%

Multi-Content/Portal

Entertainment/Media

Travel

Lifestyle/Hobbies

Telecom

Religion

Finance

88%

73%

39%

12%9%

97%

77%

31%

14%12%

18 – 22 Years

23 – 27 Years 32 – 37 Years

28 – 32 Years >38 Years

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The app usage during the dayDuring 18 – 21 PM is the highest usage of apps followed by 12 – 15 PM

169

130

187

235

188

288

221

121

96

142

178

141

219

169

3223

3038

30

4735

00 - 06 06-09 09-12 12-15 15-18 18-21 21-24

Total Apps Multi-Content / Portal Entertainment / Media


*Total Apps : Total content duration distribution


Average duration in minutes per

daytime slot

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For further information :

William Kusuma

(GXL Commercial Lead Indonesia)

[email protected]

+62 877 8 777 0102

mailto:[email protected]

Technology

Mobile Apps Market Study GFK indonesia for baidu