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Indonesia is a state of mobile with growing smartphone penetration from time by time. Estimated by emarketers.com in 2017 there will be 103.6 smartphone users in Indonesia.

Within 28% of internet penetration and growing, e-commerce are the hottest internet business model in the country today. A Google-TNS research report published in June predicts that Indonesians will spend up to $25 billion online in 2016, a more than three-fold increase from 2013.

What do Indonesian people buy online? No.1 is fashion. According to JAKPAT survey toward 4800+ Respondents in JAKPAT App, fashion is the most things people purchase online.  Aligned with IDEA’s data revealed about e-commerce seen in this news.

And as quoted from Wall Street Journal Blog:

Indonesia, the Philippines, Vietnam and Thailand all rank in the top 10 markets globally for use of mobile phones to shop online, according to Nielsen.

In Indonesia 61% of people surveyed by Nielsen said they intend to use a mobile phone to shop for or buy products online in the next six months, compared with 58% who said they would use a computer.

Research is done toward 1651 Female Respondents from JAKPAT Mobile Apps User spread randomly to all age ranges and all provinces in Indonesia. Survey is done through JAKPAT platform and finished in 3 hours.

We are researching about habit of respondent in purchasing fashion online through their smartphone.

We asked about how long do they access internet through smartphone. 22% answers 5-8 hours, 20% answers 3-5 hours, 24% answers less than 3 hours a day, and 34% answers more than 8 hours a day.

We asked how frequent checking on fashion stuff online? 44% answers frequently, 52% answers yes but infrequent, and the rest 4% says never.

We asked about when usually they check fashion stuff online through their smartphone. 74% answers after 6 pm until late night. After work time is preferable because many free time during those time. It can be differ during weekend.

Where do people usually look fashion stuff online on their smartphone? A high percentage 56% stated that instagram is their primary source to search fashion stuff online in mobile. But a high percentage also incurs the fashion shopping site such as Zalora, Berrybenka, 49% of respondent stated that they look directly at the fashion commerce site when looking for fashion stuff online in their smartphone.

There is no difference between age range 16-25 habit, high percentage stated that they’re using instagram as primary source. But a little different in the age range 26-35 years old, search directly to fashion commerce sites is preferable compare to instagram. And for age above 35 years old, facebook is preferable.

When we asked about their prefered brand of fashion e-commerce sites : 51% states Zalora and around 24% is other sites. Berrybenka is 3rd rank hold 11%.