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Breaking Down Indonesian Smartphone Habits by Age

Older and younger users split on brands, number of devices

July 19, 2016

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.

Smartphone User Share in Indonesia, by Brand and Age, July 2016 (% of total)

But despite the interest, differences in the mobile habits of the country’s different age groups are not as well understood. However, 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.

One area of age-specific difference among Indonesia’s smartphone users is in their preferred smartphone brands. According to DI Marketing’s research, 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. Meanwhile, those under 25 preferred handsets from Chinese manufacturers like Xiaomi.

These age-specific distinctions also extend to smartphone ownership. In aggregate, DI Marketing’s research found that nearly 20% of smartphone owners in Indonesia have two or three smartphones. However, when splitting ownership out by age, 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.

Smartphone Activities of Smartphone Users in Indonesia, by Age, July 2016 (% of respondents)

In terms of the preferred smartphone activities of users in Indonesia, social media and chat were popular across the board. However, 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.

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