Digital Consumers in Indonesia is Not Satisfied

Indonesian internet provider association (APJII) estimates there are more than 100 million registered internet users, 72.3 million social networks users and 338.4 million mobile subscribers. And with the total ecommerce market appraised at $1.7 billion, experts and industry players in Indonesia are upbeat that the country is seeing growing appetite for digital economy.

According to the recent survey sponsored by SAP, a German software corporation, the number of digital consumers in Indonesia will keep growing as the nation’s ecommerce sector flourishes along with its economic growth.

“Digitalizing is the only way to stay in business. We already see so many companies who are left behind in the technology frenzy, and they do not exist anymore,” said vice president and managing director of SAP Indonesia Megawaty Khie.

Many local companies are still struggling with the “shift to digital” as they prefer to wait and see before leaving the analog safe haven. The most common reasons for delay were the costs and the tricky technical aspects of migrating to the digital platform.

Indonesians are not satisfied with current digital experience

SAP’s Digital Experience Report for Indonesia has shown that only 48% of its total 500 respondents (250 male and 250 female) across the country were satisfied with their current digital experience. The report aggregated more than 1,300 digital engagements with local brands.

The study has shown that satisfied digital customers would be 9x more likely to stay with a brand and 68% more likely to recommend it to others.

The survey used 14 key variables to rate a customer’s digital experience. The variables ranged from functional aspects such as security and simplicity, to more emotional ones such as interactivity and engagement.

Customers rated safety, simplicity and availability as the top qualities a digital application should have. The majority of Indonesian consumers today are young and tech-savvy and local companies need to keep up with their tech-savvy ways if they want to stay relevant.

A version of this appeared in Jakarta Globe on July 29. Read the full article here

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