Demographic Data and Shopping Habits of Survey Respondents

The purpose of this report is to present a concise overview of the demographic profile of participants in a recent consumerbehavior study and to explore how these characteristics influence their shopping habits. The survey was conducted online between January and March 2024, gathering responses from 1,200 adults across Indonesia. The findings illustrated clear patterns linking age, gender, income, education, and geographic location to the frequency of purchases, preferred channels, and key motivations.

1. Demographic Overview

Respondents were broadly representative of the national population in terms of age distribution, gender balance, and urbanrural residence. While the sample size is not exhaustive, it provides a reliable snapshot for marketers seeking to align strategies with the most common consumer segments.

Age

The age composition showed a slight skew toward younger adults. The breakdown is as follows:

Young adults (1834) account for 60% of the total sample, a group that typically exhibits higher digital engagement and openness to new retail concepts.

Gender

Gender distribution was fairly even, with women representing 52% of respondents and men 48%.

Income

Monthly household income was grouped into four categories:

• BelowIDR3million 18%
• IDR36million 32%
• IDR610million 30%
• AboveIDR10million 20%

The median income falls within the IDR36million bracket, which reflects the middleclass segment of the population.

Education

Educational attainment is high among respondents, with 64% holding at least a bachelors degree. The remaining 36% have completed high school or vocational training, and a small fraction (4%) report no formal education.

Geographic Distribution

Geographically, 68% of participants reside in urban areas (Jakarta, Surabaya, Bandung, Medan), while 32% live in suburban or rural settings. This urban bias aligns with the greater internet penetration in metropolitan regions.

2. Shopping Frequency and Expenditure

Overall, 73% of respondents reported shopping at least once per week, and 41% said they shop multiple times a week. The average monthly spending on nonessential goods (clothing, electronics, personal care) was IDR1.2million, with higher spenders concentrated in the 2534 age group and in the higherincome brackets.

3. Preferred Shopping Channels

Channel preference varied significantly by age:

• 1824: 61% favor mobile apps, 25% use desktop ecommerce sites, and 14% still shop in physical stores.
• 2534: 48% use a mix of mobile and desktop, while 35% rely on brickandmortar outlets.
• 3544: Physical stores remain dominant (56%), but online channels are growing at about 20% per year.
• Older respondents (45+) show a strong preference for instore purchases, primarily for grocery and healthrelated items.

Across the entire sample, 58% indicated that they make at least one purchase per month through an ecommerce platform, with fast delivery and price comparison being the primary motivators.

4. Key Influencing Factors

When asked to rank the factors that affect their buying decisions, respondents selected:

1. Price and promotions (92%)
2. Product quality and reviews (78%)
3. Convenience (delivery speed, ease of payment) (71%)
4. Brand reputation (58%)
5. Social influence (friends, influencers) (44%)

Younger shoppers placed greater emphasis on social influence, while older respondents prioritized convenience and trust.

5. Behavioural Trends by Segment

Digital Natives (1824): This segment is highly pricesensitive but also experiments with new brands. Subscription services for fashion and beauty are popular, and they are more likely to use buy now, pay later options.

Young Professionals (2534): They balance price with quality, often seeking midrange products. Mobile payment integration and loyalty programs strongly affect their repeatpurchase rate.

Established Families (3544): Household budgeting drives purchases. Bulk buying and value packs dominate, and they prefer retailers that combine offline and online experiences (clickandcollect).

Older Adults (45+): Brand trust and aftersales service are paramount. Physical stores still play a crucial role, especially for healthrelated products.

6. Implications for Marketers

The data suggest that a onesizefitsall approach is insufficient. Brands should consider the following tactics:

• Segmented pricing: Tailor discounts and bundles to younger, pricesensitive groups while offering premium packages to higherincome consumers.
• Omnichannel integration: Enable seamless transitions between online browsing and instore pickup to capture the 3544 segment.
• Influencer collaboration: Leverage microinfluencers to reach the 1824 demographic, especially on platforms such as TikTok and Instagram.
• Loyalty and subscription models: Offer tiered membership programs that reward repeat purchases and encourage longterm brand affinity.
• Localized logistics: Optimize delivery times for urban shoppers while expanding cashondelivery options for rural customers.

7. Conclusion

The survey provides a clear picture of how demographic variables intersect with shopping habits in Indonesia. Age, income, and education shape both the frequency of purchases and the choice of channels, while price and convenience dominate decisionmaking across all groups. By aligning marketing strategies with these insightsthrough targeted pricing, omnichannel experiences, and personalized communicationsbrands can more effectively engage each segment, improve conversion rates, and foster lasting customer relationships.