A recent survey by Snapcart research institute in January 2018 revealed that millennials make up the top 50 percent (25-34 years) e-commerce shopper.
The majority of online shopping consumers by gender are women with a total of 65 percent.
If combined with the Z generation (15-24 years) then the number of shoppers from the younger generation reaches about 80 percent.
So young people aged 15-34 years dominate 80 percent than e-commerce use, "said Business Development Director Snapcart Asia Pacific Felix Sugianto in Office Snapcart, South Jakarta.
Characteristics of millenial and z generation attached to technology are then utilized by e-commerce companies for promotional purposes. Proven almost all sources of information about e-commerce comes from digital media.
25 percent of information sources come from television and 21 percent of advertising in social media such as Facebook, Instagram or Twitter. Online news also contributes to making a well known e-commerce company.
While 24 percent get information about e-commerce through word of mouth (word of mouth).
So you could say the source is digital. Why is word of mouth still toned? It's just the impact of this e-commerce organizing integrated marketing.
Then, why millenial and z generations dominate the online market? Millennial generation is the first generation to see the internet as a great invention and change everything.
While the Z generation is a generation that was born when the internet and social media has become daily.
Felix added that demographic bonuses are one of the reasons why these two generations dominate the online market.
Indonesia has a demographic bonus at a very high productive age. Who is the productive age? Millenial and gene z.
In addition, millenial and z gene are considered as a generation that is already attached to the digital breath. So that the digital character is already very attached to the two generations. Included in shopping behavior.
In addition, the development of Internet infrastructure is also considered as another factor. Not close the possibility of online shoppers profile will change in the next 10 years in line with technological developments.
As happens in developed countries or revolutionary countries like China that already has a capable internet infrastructure.
So if the next 10 years our infrastructure continues to be good then we will see the conditions may be like China or Australia.
The survey was conducted through Snapcart Application which utilizes Optical Character Recognition (OCR) technology on 6,123 respondents.