Smartphone shopping in Indonesia
Indonesia is a growing market, which offers huge opportunities for consumer brands, tech and media companies. With over 250 million inhabitants, it is the world’s fourth most populous country and has millions of people rising into the middle class each year. Much of its internet access is smartphone-based, which makes it a lucrative market to study online mobile behavior.
We run regular research looking at device use and online behavior in 14 countries. This is passively collected behavioral data, which creates an easy-to-use round-up of the cross-media metrics that matter. In this blog, we share some of the top trends in Indonesia.
Indonesia smartphone users spent an average of 96 minutes on their handheld device per day during 2017. That is higher than UK, Germany, Poland, Russia, Brazil, Mexico or Spain. This usage is also growing – we measured a 15% rise in smartphone minutes across the year. This rapid growth of smartphone adoption has already been reported in publications such as Telegraph and Techcrunch.
Smartphone use
So how are Indonesians using their smartphone? By comparing minutes used per day across key categories, we can create a “share of clock” for smartphone use.
Across the top five web categories, Indonesian smartphone users spent an average of 6.4 minutes per day on shopping sites during 2017. This figure is relatively high in Indonesia compared with other markets in keeping with growing smartphone use. Usage grew across the year, from around 6 minutes in the first 6 months to just under 7 minutes for the second half of the year. This is a key metric to watch in order to evaluate potential growth and assess season fluctuations. For example, shopping time grew to 7.5 minutes per day for Dec 2017.

Shopping related websites also have one of the highest reach figures. An average of 92%

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