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Our society today is living in digital world. Our daily lives cannot be separated from digital technology, even it is a common phenomenon to see that one person may have and use multiple devices at the same time. Jakpat surveyed 219 respondents in Indonesia 10 big cities to understand their behaviour of cross platform media consumptions. The respondents are equally divided in balance composition of 50% female and 50% male, with the range of age from 18-35 years old.

At first, we would like to understand respondents’ media habit. Media habit is related to their behavioural pattern on everyday media consumption. We were asking them about the kind of media that they routinely access. The result shows that majority of today media consumption is screen based. Smartphone, television, laptop, and tablet are four most used devices.

Basic assumption of using multiple devices in everyday media habit is in line with the respondents’ effort to do their tasks. This assumption is proven by the answer from 88% of our respondents who acknowledge that they use multiple devices to accomplish their goals. They use more than one device to complete their task.

Understanding the step of using multiple devices can be divided in two types; sequentially and at the same time using multiple devices. When we asked our respondents about their practice of using, it is shown that our respondents sequentially tend to sequentially use multiple devices. They move from one device to another device to accomplish their goals. Moreover, the pattern of sequentially use multiple devices are primarily used to access information of news, entertainment, work, and shopping.

The real practice of using multiple devices can be traced by understanding their shifting media consumption of TV and internet. As previously explained smartphone, laptop, tablet, and TV are four most used media, therefore we can simply classify them in two kinds of media as TV and internet. The shifting media consumption is well explained by 93% of our panel respondents acknowledge that they watch information in TV and search it in the internet. At first, they watch the information in TV and move to internet (can be accomplished by accessing smartphone, tablet, or laptop) to have further information. In details, there are significant differences between female and male respondents related to the kind of content they access. Female respondents are more likely to find more information about product they firstly saw in TV, while male respondents are more interested in finding news. However, it is still unsure whether female and their stereotype of “shopaholic” have any significant correlations with this finding.

Expanding our research finding in consumer shopping behaviour, most respondents have an experience to shop online.  However, our female and male respondents once again show a difference between their habits. Male respondents tend to shop in online marketplace (such as Blibli, Tokopedia, olx, etc.), while our female respondents are more likely to shop from online shop in social media, specifically Instagram. For seller who specifically target their consumer based on gender, this finding can be a beneficial principle to determine which medium will be used to reach them.

Connecting our issue of cross-platform and consumer behaviour, we ask our respondents about their information seeking habit when they are about to shop online. As we predicted, 99% of our respondents previously search for information about the products they would like to buy before purchasing.

Moreover, we also asked about their habit on seeking information about products. Our respondents answered that they were like to compare price and quality of the products in various online marketplace. They moves from one seller to others only to compare the price and quality of the same product. This habit is very likely to be the same phenomena as in offline shopping practice when one buyer move from one seller to other seller in the market to find the cheapest price. This insight can be useful for every online seller. Today online seller are likely having more than one store or account to sell the same product with various range of prices. Therefore, when one buyer tries to visit some sellers or accounts to compare the price then they will still buy from the same seller (with different name of shop or account). Respondents also search for blogger review about the products they are intended to buy. They love to seek informations from other experiences using product. For online seller, this condition can be used as a good opportunity to build awareness about their shop or product through endorsement.

However, this finding shows that today consumer is living as the cross-platform consumer behaviour. They access multiple devices of media to accomplish their goals, for instance finding further information and online shopping. In online shopping practice, the cross-platform consumer behaviour is well explained by the shifting practice of watching product in TV then moving to internet to search further information about product.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS report (Bahasa)

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