smartwatch market trend in indonesia 2015

Download Smartwatch Market Trend in Indonesia 2015

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  • Smartwatch Market

    Trend in Indonesia

    2015

    9th January 2015

    Voluntary Survey

  • Table of content

    2

    A. Research Background

    B. Research Design

    C. Respondent Profile

    D. Key Findings

    E. Detail Findings

    Popular Brand Index

    Brand Awareness

    Ownership of Smartwatch

    User of Smartwatch

    Non User of Smartwatch

  • A. Research background

    3

    Smartwatch becomes a new device which could support peoples daily activities. The technology applied on this device

    develops the signals to enter the wearable revolution. Nowadays, more people see how it could be more flexible to

    have it as side function of smartphones. In Indonesia, Smartwatch are quite rarely used by general population.

    Otherwise, this device will be improved more and used more easily in future.

    The survey is conducted focus on following points:

    Smartwatch Brand Awareness

    Know the Brand Awareness of Indonesian people about Smartwatch Brand

    Know what Smartwatch Brand they currently used

    Know Brand Leader of Smartwatch in Indonesia

    User of Smartwatch

    Understand what are the consideration factors to choose Smartwatch Brand

    Undestand when is the purchase time of Smartwatch

    Non User of Smartwatch

    Identify the objectives factors preferred when purchasing Smartwatch in future

  • B. Research design

    4

    Research Method Online research

    Fieldwork Period December 2014

    Research Area Indonesia

    Respondent Criteria Male & Female aged more than 17 years old, aware about Smartwatch Brand

    Sample Size 436 samples

    Number of Questions 6 Screening questions and 14 Main Questions

    Survey Content ScreeningGender, Age, Monthly Household Income, Province, Living City, Gadgets Owned

    Main StudyTop of Mind Smartwatch Brand, Total Awareness Smartwatch Brand, Expansive Brand of Smartwatch, Purchase Time of Smartwatch, Consideration Factors of Purchase Smartwatch, Ever Used Brand of Smartwatch, Last Used Brand of Smartwatch, Satisfaction of Usage of Smartwatch, Place to Buy Smartwatch, Sites of Purchase Smartwatch, Future Gadgets, Objective Factors of Smartwatch, Important Factors of Choosing Smartwatch Brand in Future, Future Intention of Smartwatch Brand.

  • C. Respondent profile

    5

    Gender Age

    Monthly household income

    48.9%

    43.3%

    7.8%

    20 - 29 years old

    30 years old andover

    Less than 20years old

    22.9%

    54.8%

    22.2%

    Less than IDR 4,500,000

    IDR 4,500,001 - IDR 11,000,000

    More than IDR 11,000,000

    58.3 %

    41.7 %

  • D. Key findings

    6

    Smartwatch Brand Awareness

    To see the power of Smartwatch Brand, can be measured by the level of knowledge of respondents to the Smartwatch Brand.

    From the results of the Top of Mind (TOM) or Smartwatch Brand that remembered the first time and that brand comes to

    mind with spontaneously when speaking in the context of Smartwatch Brand are Samsung (34.6%) followed by Sony

    (18.6%). It means, Samsung and Sony are very popular brand in terms of Smartwatch in Indonesia. By total awareness of

    smartwatch brand, Apple (51.4%) is leading than its tight competitor Mito (47.9%).

    Users of Smartwatch

    Most of respondents purchase Smartwatch because the price are appropriate with its quality. Its supported by fact of 57.9%

    respondents consider this factors. Instead of that, an attractive colours doesnt affect much on their consideration of

    purchasing smartwatch. 31.4% of respondents purchased Smartwatch on January 2014 June 2014.

    Non Users of Smartwatch

    Respondents are moderately will buy or extremely will buy Smartwatch in Future based on Function of Smartwatch, Trend /

    Fashion, Prestige, Feature, Colour and Design.

  • E. Detail findings

    1. Popular Brand Index

    2. Brand Awareness

    3. Ownership of Smartwatch

    4. User of Smartwatch

    5. Non User of Smartwatch

    7

  • PBI is obtained by the Internet sampling (Online Panel) and with samples of 436 respondents in the W&S databaseIndonesia (nusaresearch). The results obtained for Smartwatch Category with PBI concept is as follows:

    Incidence Rate Smartwatch (user and non-user of Smartwatch Brand) is 30.0% from panel population W&S GroupIndonesia.

    Samsung is Popular Smartwatch Brand in

    Indonesia with a score of 40.8, followed by Sony in second positioned with a

    score of 21.8

    Rank of Popular

    Smartwatch Brand PBI IR

    1 Samsung 40.8

    30%

    2 Sony 21.8

    3 Mito 10.2

    4 Apple 6.2

    5 LG 4.0

    6 Asus 3.4

    7 I'm Watch 0.6

    8 Pebble 0.6

    9 CooKoo 0.4

    10 Glitz 0.4

    Popular Brand Index (PBI)

  • E. Detail findings

    1. Popular Brand Index

    2. Brand Awareness

    3. Ownership of Smartwatch

    4. User of Smartwatch

    5. Non User of Smartwatch

    9

  • Top of Mind Smartwatch Brand

    10

    Q. What are the Smartwatch Brand that you know? [Free Answer] [First Answer]

    To see the power of Smartwatch Brand, can be measured by the level of knowledge of respondents to the Smartwatch Brand. From

    the results of the Top of Mind (TOM) or Smartwatch Brand that remembered the first time and that brand comes to mind with

    spontaneously when speaking in the context of Smartwatch Brand are Samsung (34.6%) followed by Sony (18.6%). It means, Samsung

    and Sony are very popular brand in terms of Smartwatch in Indonesia.

    34.6 %

    18.6 %

    7.1 %

  • Top of Mind Smartwatch BrandQ. What are the Smartwatch Brand that you know? [Free Answer] [First Answer]

    11

    Among gender, age and monthly household income group, Samsung and Sony are two top Smartwatch Brands that very popular in

    Indonesia.

    TotalSamsung Sony Mito

    Per. Per. Per.

    Total 436 34.6 18.6 7.1

    BD01: Gender

    Male 254 35.0 20.9 5.5

    Female 182 34.1 15.4 9.3

    BD02: Age Group

    Less than 20 years old 34 26.5 8.8 2.9

    20 - 29 years old 213 33.8 17.8 7.5

    30 years old and over 189 37.0 21.2 7.4

    BD03: Monthly Household Income

    Less than IDR 4,500,000 100 30.0 13.0 6.0

    IDR 4,500,001 - IDR 11,000,000 239 31.4 21.8 7.9

    More than IDR 11,000,000 97 47.4 16.5 6.2

    34.618.6

    7.1

    0.0

    50.0

    100.0

  • Unaided Smartwatch Brand AwarenessQ. What are the Smartwatch Brand that you know? [Free Answer] [Other Answer]

    12

    Among gender group, theres slightly differences in third place (Mito), where Female group has greater percentage of 18.7 rather

    than male group with percentage of 9.4.

    TotalSamsung Sony Mito

    Per. Per. Per.

    Total 436 54.1 37.6 13.3

    BD01: Gender

    Male 254 54.7 40.9 9.4

    Female 182 53.3 33.0 18.7

    BD02: Age Group

    Less than 20 years old 34 50.0 26.5 5.9

    20 - 29 years old 213 50.2 37.1 13.1

    30 years old and over 189 59.3 40.2 14.8

    BD03: Monthly Household Income

    Less than IDR 4,500,000 100 44.0 29.0 14.0

    IDR 4,500,001 - IDR 11,000,000 239 53.6 38.5 14.6

    More than IDR 11,000,000 97 66.0 44.3 9.3

    54.137.6

    13.3

    0.0

    50.0

    100.0

  • Total Awareness Smartwatch BrandQ. Among the list brands of Smartwatch Brand, which one do you know (Including Unaided answer)? [Multiple Answer]

    13

    When looking Unaided of Smartwatch Brand that spontaneously comes to mind of the respondent, apparently Samsung (54.1%) and

    Sony (37.6%) still dominate. It shows that respondents easier to remember Samsung than Sony without Showcard. However, when

    viewed from the Aided of Smartwatch Brand that respondents remembered after being given assistance (Showcard), Sony has percentage

    as well as Mito with 34.6%. The high percentage of Unaided & Aided of Samsung make it get the highest percentage of Total Awareness.

    54.1%

    37.6%

    13.3%

    31.0%

    34.6%

    34.6%

    85.1%

    72.2%

    47.9%

    Aided

    UnAided

    Total Awareness

  • Total Awareness Smartwatch BrandQ. Among the list brands of Smartwatch Brand, which one do you know (Including Unaided answer)? [Multiple Answer]

    14

    In terms of total awareness within age groups, Samsung is mostly choosen by 89.4% of 30 years old and over, while

    Sony and Mito is mostly choosen by 20 29 years old respondents which account 73.7% and 49.3% respectively.

    TotalSamsung Sony Mito

    Per. Per. Per.

    Total 436 85.1 72.2 47.9

    BD01: Gender

    Male 254 83.5 72.0 41.7

    Female 182 87.4 72.5 56.6

    BD02: Age Group

    Less than 20 years old 34 76.5 55.9 35.3

    20 - 29 years old 213 82.6 73.7 49.3

    30 years old and over 189 89.4 73.5 48.7

    BD03: Monthly Household Income

    Less than IDR 4,500,000 100 83.0 57.0 45.0

    IDR 4,500,001 - IDR 11,000,000 239 85.8 76.6 46.9

    More than IDR 11,000,000 97 85.6 77.3 53.6

    43.623.3

    4.60.0

    50.0

    100.0

  • Expansive of Smartwatch BrandQ. Which Smartwatch Brand that easiest to be found? [Free Answer]

    15

    Expansive parameter is calculated to get the level of brand spread of Smartwatch that can be easily found anywhere, such

    as Ads, Google Adwords, etc.

    This research finding shows that Samsung is in the first place (51.4%). Next followed by Sony (19.7%) and Mito (12.4%).

    51.4 %19.7 %

    12.4 %

  • Q. Which Smartwatch Brand that easiest to be found? [Free Answer]

    16

    In terms of expansive of Smartwatch Brand within MHI, Mito is mostly selected among 14.0% respondents