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Indonesia Woman Survey


Women in Indonesia are being more and more empowered. According to World Bank data, as many as 51% of the women in Indonesia are employed in the workforce, compared with 78% of the men. Even then, on personal front, working or not, women remain the household managers, taking care of the family and also casting the biggest influence on majority of purchasing decisions. Considering the very different psyches of men and women, marketers around the world are increasingly getting more cognizant of women’s needs and desires, their anxieties and fears and how these factors affect their day-to-day decision-making. 

MarkPlus Insight has been tracking such emerging trends and evolving preferences of Youth, Women and Netizen in Indonesia since 2010. This allows us to cultivate deep understanding of their desires and anxieties in our analysis and insights, allowing businesses to streamline their products/services in line with expectations. Starting 2014, we expanded the scope of the survey significantly to cover all 18 provinces across Indonesia and with as many as 9,955 women respondents. We recognized the trend early on by creating dedicated frameworks of analysis on Women subcultures in the fast-changing world witnessing their increasing involvement on personal, professional, and social fronts.

The survey provided useful insights on today’s Indonesian consumers, who feel much more equipped and confident in the wake of a strong vibrant economic atmosphere around them. Here, we present some of the exclusive insights captured from the survey, ranging from spending & investment behavior to online behavior, media habits and quick sneak peek into their online shopping behavior. Last but not the least, we identify Women’s path as a customer for a number of product categories, from creating awareness to a sense of advocacy. The insights help in creating in-depth analysis on their perception and preferences, which is critical for customer relationship management.



  1. To study Women’s anxieties and desires.
  2. To study Women’s online activities, including factors affecting their time spent on various activities on the Internet, most accessed websites, devices used in accessing the Internet, to their preference on items bought online.
  3. To study Women’s perception and preferences towards various product categories, resulting in a comprehensive analysis detailing how Women awareness as consumers culminates into not only purchasing decisions but leads to strong loyalty and advocacy. 



The report was prepared based on a quantitative survey of 9,955 Women respondents across 18 cities in Indonesia (Banda Aceh, Medan, Padang, Palembang, Pekanbaru, Jabodetabek, Bandung, Semarang, Solo, Surabaya, Yogyakarta, Denpasar, Balikpapan, Banjarmasin, Pontianak, Makassar, Manado dan Jayapura), aged between 15 and 49 years. The results are also enriched by a qualitative survey through focus group discussion towards two groups of Women in Jakarta, distinguished by their occupation.

Tags : Report, Indonesia, Women, Survey, Marketing
Research Report, Multi Industry
Indonesia Woman Survey
Publish Date
July 2016

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