Laptop market in Indonesia

Traditional sale channels prevails with 90% market shares while Ecommerce accounts for 7%

  • Samsung, Acer and Asus take lead in laptop brand awareness
  • Besides traditional electronic stores, Facebook and online ads are the 2 most effective channels to build brand awareness
  • Top 3 brand shares: Acer, Asus and Dell. Samsung, despite of top awareness, is out of top 5 brands
  • Traditional sale channels prevails with 90% market shares while Ecommerce accounts for 7%
  • 13-14inch are the most popular size, followed by 15-16 and Under 13inch
  • Usage purpose: the young prioritizes entertainment and study, while the old mainly for work
  • Quality, pricing and trusted brands are the top brand choice rationales
    • Top 3 brands: Acer and Asus are strong in quality and pricing, while Dell is well known for it’s trusted brand
    • Top 4-6 brands: Toshiba is very strong for its branding and quality, Lenovo for its affordable price, while HP is balanced among 3 criteria.
  • Customer satisfaction: Dell top-ranks the customer satisfaction assessment
  • Top 3 dissatisfaction causes: Battery life, Device heat and RAM capacity