Indonesia's Smartphone Habits by Age

The rapid growth and heavy usage habits of Indonesia’s smartphone users have made the market one of the most closely-watched in the world.

A July 2016 study by Asian research firm DI Marketing into the habits of smartphone users by age helps illustrate some of the distinctions when it comes to the country’s device ownership and usage habits.

Indonesian Smartphone Habits by Age

Source: eMarketer

Best takeaways from DI Marketing report

  • Consumers between the ages of 26 and 30 tended to prefer more expensive Korean-made devices, with 31% of respondents in the age group mentioning they owned a Samsung smartphone.

Those under 25 preferred handsets from Chinese manufacturers like Xiaomi. 

  • Nearly 20% of smartphone owners in Indonesia have two or three smartphones.
  • Many from the study’s older age groups own multiple smartphones, with 26% of those between 26 and 30 and 30% of those over 30 owning two or three devices.
  • Younger users tended to prefer activities like playing games, listening to music and watching videos, while those 26 or older tended to like smartphone activities like taking photos and checking email.

The report gives insight in regards to what the coming generation is interested in and how to best connect with them. Mobile commerce has become an area of emphasis for many online companies, especially after witnessing the Pokémon Go craze.

A version of this appeared in eMarketer on July 19. Find the full version here

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