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INDONESIAS NETIZENS
How and where digital consumers are watching content online
26 July 2017
Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SOURCES OF DATA
Consumer Media View Cross-Platform Report
GENDER
Mature Survey (since 1976)
59% 41%
+ 17,000 Face to face age 10 and above
ONLINE SURVEY
Copyright 2017 The Nielsen Company. Confidential and proprietary.
25 to 34 years
TOTAL
Ongoing syndicated data released per quarter 31%
SAMPLE
35 to 44 years 17% 1107
Rich single-source data from Demography,
Media Usage, Psycographic, Shopping Habit, 45 years and over 7%
and up to more than 200 categories of product
usage.
Cross-platform survey conducted among frequent online user
(use internet in\ past 1 month)
3
MEDIA PENETRATION
Internet is now on 3rd position among all media with 44% reach or equivalent
with 24.2 million people
TV
Total Population in 11 cities =
54.8 million people
3%
Static Outdoor
Copyright 2017 The Nielsen Company. Confidential and proprietary.
7%
Internet
96%
Radio
53% Newspaper
4 4 4 4 1 2 0
3 0
1 1
10 7 9
13 13 15 Silent Generation (65+ years)
14 14 20
30
36 34
26 26 Baby Boomers (50-64 years)
32
37
Copyright 2017 The Nielsen Company. Confidential and proprietary.
51
47
Generation X (35-49 years)
35 35 40
38
35 42
Millenials (20-34 years)
38
30 33
22 22 21 18
15 Generation Z (10-19 years)
7 10
14 14 SEC Upper 1
22 26
32 34
15 15 41 41
17 59 SEC Upper 2
21
Copyright 2017 The Nielsen Company. Confidential and proprietary.
18
36 36 24
18 SEC Middle 1
28 22
32 30
25 27 25 SEC Middle 2
26 25 22 26
9
16
12 10 13
12 11 9 SEC Lower
10 9 5 4 4 2 4
0
Totals Tere TV Radio Internet Magz NPP Tab Cinema Pay TV
6
WHERE DO PEOPLE MOST REGULARLY ACCESS?
Access from Home is highest, while public places are increasing
91%
76% 69%
in 2007
62%
53% 51%
Copyright 2017 The Nielsen Company. Confidential and proprietary.
48% 46%
41% 41%
33%
25% 24%
Home Home Work School, uni, On Cafs, Friend's Public place Travelling Shopping Internet Event,
weekday, weekend library transport restaurants home centre cafe concert
night
2015 2017
74%
59%
Copyright 2017 The Nielsen Company. Confidential and proprietary.
15%
9% 7% 6% 4%
Smartphone Laptop Desktop PC Tablet Games console Smart TV Handheld media Wearable device
player
2015 2017
90%
Online Activity by devices
80%
70% Desktop/PC
60%
Laptop Notebook
Copyright 2017 The Nielsen Company. Confidential and proprietary.
50%
Smartphone
40%
30% Smart TV
20% Tablet/Computer
10%
Other internet capable device
0%
Early morning Morning 9am - Lunch time Early Late Afternoon Early Evening Mid Evening Late Evening
Before 9am before 12pm 12pm - before Afternoon 2pm 4pm - before 6pm - before 8pm - before 10pm onwards
2pm - before 4pm 6pm 8pm 10pm
40%
Internet TV
30%
Copyright 2017 The Nielsen Company. Confidential and proprietary.
1620 years 2129 years 3039 years 4049 years 50+ years
% Watch TV
and use
internet at the
93% 95% 93% 97% 96% 96% 92% 94% 88% 89%
same time
11% 7% 7% 6% 11% 9%
18% 14%
24% 18% 29%
18% 17%
Copyright 2017 The Nielsen Company. Confidential and proprietary.
18% 18%
31%
22% 25%
26% 27% 29% 26%
28% 26%
51%
44% 2015 25% 31%
30-39 years
2017 53% 11%
28%
2015 23% 36%
40-49 years
15% 2017 57% 6%
Source: Nielsen Cross Platform report 2017; Live Internet Stats 2016
12
WHICH SITES/APPS DO THEY WATCH ONLINE VIDEOS?
YouTube is still the most accessed online video platform
98%
Copyright 2017 The Nielsen Company. Confidential and proprietary.
29%
27% 25% 24% 22% 20% 20% 18% 15% 14%
YouTube Detik CNN Liputan6 Kompas Vidio.com MetrotvNews LK21.tv Okezone Tribunnews Kapanlagi
Indonesia
Total
Source: Nielsen Cross Platform report 2017
13
WHICH SITES/APPS DO THEY WATCH ONLINE VIDEOS?
Some video portal are more skewed to younger audience
100% 2% 2% 3% 3% 3% 2% 3% 0% 2% 1% 3%
11% 9% 9%
90% 11% 14% 15% 14% 14% 15% 10%
21%
80% 17%
26%
25% 25% 25%
70% 29% 27% 30% 27% 27%
60% 26%
50%
Copyright 2017 The Nielsen Company. Confidential and proprietary.
58%
40% 44% 45% 53%
42% 43% 48%
41% 42% 42%
30% 40%
20%
10% 17% 17% 15%
14% 13% 12% 14% 10% 13% 11% 13%
0%
YouTube Detik CNN Liputan6 Kompas Vidio.com MetrotvNews LK21.tv Okezone Tribunnews Kapanlagi
Indonesia
98% 29% 27% 25% 24% 22% 20% 20% 18% 15% 14%
11%
7% 8%
6% 5%
Internet Subscription is I don't have It's hard to I'm not sure It's too difficult I don't know I prefer I don't want to There are too
connection is expensive the right find programs what is to set up and how to traditional TV watch TV many ads
too slow device/ available do online
technology
2017
33%
53%
31%
16-20 years 21-29 years 30-39 years 40-49 years 50+ 16-20 years 21-29 years 30-39 years 40-49 years 50+
They consume content across multiple devices, often at the same time
Daily content consumption from internet is increasing across all age group
Copyright 2017 The Nielsen Company. Confidential and proprietary.
Most accessed local online video platform mostly comes from news sites / apps
Infrastructure plays big part in a consumers ability to watch online
Digital advertising prompts action consumers seek further information!
20
Copyright 2017 The Nielsen Company. Confidential and proprietary.