Top of Mind Brand Smartphone in Indonesia

Nowadays, Indonesian smartphone industry has entering global competition. Becoming one of smartphone top brand in Indonesian smartphone market is an achievement which can make a higher opportunity to stay. Smartphone industries are competing through innovation to maintain their brand-loyal smartphone customer base. Investment in features and extended ecosystems are an attempt to prevent customers from jumping ship.

This year, Samsung Electronics Co Ltd utilizing their old factory in Bekasi to start produce their mobile phone product in Indonesia. Meanwhile lately new smartphone brand, Xiaomi, showing up and has become center of attention at one of big e-commerce in Indonesia. The Xiaomi trend leads smartphone industry competition increase in Indonesia based on consumers viewpoint. So how exactly smartphone brand can be maintained in their consumer’s mind?


JAKPAT made a survey related to consumer’s attention about some smartphone brands through their existence in Indonesia. This survey is participated by 2295 respondents from JAKPAT User that at that time were using smartphone.

Firstly, we asked what smartphone brand that popped up first in respondent mind when they heard about smartphone brand category. Above is the most answer content analyzed from JAKPAT open ended question shown in Slideshare.


We also asked them about smartphone brand they using. The result shown in graph above. We can see that Samsung is the most used ones followed by Sony, Lenovo, then LG, while iPhone ranked 7th.

Then we asked about respondent plan to change their smartphone and buy a new one. 46,16% respondents admitted will buy it in a year, 11,63% respondents will buy in the next six months, 8,89% respondents will buy in the next three months, and 4,16% will buy a new smartphone next month. Only slightly below 1% respondents decide to buy it tomorrow (0,95%) and next week (0,82%).


When we asked about a smartphone brand they wish to buy, same as the result that shown in graph above, respondents mostly answer iPhone followed by Samsung then Sony. Meanwhile, the new trending, Xiaomi, ranked 5th.

The next question is questioning respondent’s valuation about their smartphone. We compare it between male and female respondents.

Q5 (scale) : Berikan rating atas merek Smartphone yang anda gunakan saat ini Total Gender
Male Female
Option 1 : 1 28 10 18
1.22% 0.84% 1.62%
Option 2 : 2 81 43 38
3.53% 3.62% 3.43%
Option 3 : 3 358 179 179
15.60% 15.08% 16.16%
Option 4 : 4 1108 567 541
48.28% 47.77% 48.83%
Option 5 : 5 717 387 330
31.24% 32.60% 29.78%
Total 2292 1186 1106
99.87% 99.92% 99.82%

We can see that most answers are in scale 4, and male tends to be more satisfied with their current smartphone compare to female.

For more detail you can download XLS report at the button below. AKPAT 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 ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS 

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 23,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey.

Those 23,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev - Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc. 

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