Asia Pacific Insight Report: Women and Technology


Indonesia

Indonesian women’s sense of community will help them foster strong ties online.

In Indonesia, our Connected Consumer survey showed just one in three women between the ages of 18-55 using the Internet; only two women are online for every three men.

To learn more, we spoke to 823 Indonesian women: 411 users and 412 non-users.

823
Interviewees
411

Internet users

412

Internet non-users

We learned that though users and non-users of the Internet differ according to demographics, differences in attitudes might be even more important. We also saw knowledge barriers holding women back from going online, and that interactions with their community could be the key to overcoming those barriers.

Internet users see the world differently.

Though we observed demographic differences between the Indonesian women who use the Internet and those who don’t — people who use the Internet tend to be younger and have no children — differences in attitudes were more pronounced.

Ages and life stages among our respondents:

Age Internet users
63% 18-29 years
24% 30-39 years
13% 40-55 years
Age Internet non-users
24% 18-29 years
34% 30-39 years
42% 40-55 years
Life Stages Internet users
36% Single, no children
6% Married, no children
55% Mothers with children
Life Stages Internet non-users
5% Single, no children
5% Married, no children
89% Mothers with children
Employment Internet users
70% Currently not employed
30% Currently employed
Employment Internet non-users
86% Currently not employed
14% Currently employed
In general, the women in our survey who use the Internet are less intimidated by technological change. They’re also more interested in keeping up with the times, though 91% agreed that remaining true to their heritage is still important.
USERS
NON-USERS

It is important to me to be up-to-date on the modern world.

Developing country average 83%

I am interested in different ways of understanding the world.

Developing country average 88%

I find it difficult to keep up with the pace of changing technology.

Developing country average 63%

Women who aren’t yet online see the Internet’s benefits as well, but not to the same degree.

USERS
NON-USERS

I see having easy access to information as a major benefit of the Internet.

Being able to communicate with other people is a major benefit of the Internet.

I believe that learning about other parts of the world is a major benefit of the Internet.

I believe the Internet is essential in this day and age.

The Indonesian women we spoke to accessed the Internet primarily to find information, or simply out of interest. But many also had a desire to connect and stay in touch with their community.

First went online because they were interested.

First went online to access information not available elsewhere.

First went online because family or friends were online.

First went online to stay in touch with family or friends.

Many see communication, information and entertainment as major benefits of being online. Their online activities reflect this.

90

Makes it easier to communicate with people who are important to them.

89

Having access to any information they want.

85

Ensuring they always have something to keep them entertained.

77
Social networking.
Developing country average 80%
70
Using a search engine.
Developing country average 64%

For non-users likely to go online, these activities are compelling motivations to start using the Internet.

55

Social networking.

49

Use a search engine.

49

Learning something new.

56% of non-users are interested in using the Internet. And younger women are even more interested: 40% of our respondents aged 18-29 say they are likely to go online in the future.

Learning how to do the things they want online could give more women a reason to use the Internet.

58% of women who use the Internet say they want to do more online, but need more education on how to use it.

For non-users, the top barriers to going online all center around a lack of knowledge.

32
I don’t know how to find what I want on the Internet.
Developing country average: 24%
30
I don’t know how to do the things I want on the Internet.
Developing country average: 35%
30
I don’t see any reason to access the Internet.
Developing country average: 30%

While knowledge and time were the greatest barriers for Internet users who wanted to go online more.

44
agree that they’d go online more if they knew how to do the things they want to online.
43
would go online more if it were easier to find what they wanted.
40
agree that they’d go online more if they had more time available to go online.

Indonesian women’s strong sense of community could help them bring each other online.

The women we spoke to feel a responsibility to help friends and family advance in life, especially among those already online. This could be a powerful motivation for them to teach their friends and family how to use the Internet.

Women who aren’t yet online also want to learn through their communities, and may not want to go online without their loved ones.

USERS
NON-USERS

“I believe it is my duty to ensure those around me advance in life as I do.”

“It is important for me to be like family and friends (to not stand out or act differently).”

83
of non-users likely to go online want to learn how to do it through a family member or a friend.
We saw similar behavior among Internet users: many first went online to keep in touch with, or keep up with their family and friends. And 35% say they’d use the Internet more, if they knew more people online.

Friends and family are a compelling reason to use the Internet. They might also make the best teachers.

Fostering environments where women can teach their friends and family how to use the Internet could help drive its adoption. Some of our interviewees indicated that they wanted to learn about the Internet before their children do, so programs run at, or through schools might be the best way to do this.

Use our data tool to explore more insights about women and technology in Indonesia.

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