Nielsen Indonesia Digital Consumer (26072017).pdf

THE NEW TREND AMONG INDONESIA’S 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 Mature Survey (since 1976)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

+ 17,000 Face to face age 10 and above

Cross-Platform Report GENDER

59%

41% ONLINE SURVEY

11 Major Cities covering 53.3 Million people in Indonesia (projected to BPS - Government Statistical Beurau Data)

16 to 24 years

45%

Ongoing syndicated data released per quarter

25 to 34 years

31%

35 to 44 years

17%

45 years and over

7%

Rich single-source data from Demography, Media Usage, Psycographic, Shopping Habit, and up to more than 200 categories of product usage.

AGE TOTAL SAMPLE 1107

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 7%

Internet

96%

Radio

53%

Internet penetration 5yrs ago = 26% (2012)

Newspaper 37% 44%

Source: Nielsen Media Consumer View W2 2017

Tabloid & Magz

4

MEDIA PROPORTION BY GENERATION Cinema & Internet are mostly consumed by younger generation 4

4

4

4

13

13

14

14

26

26

1 10

2 7

0 3 20

0 1 15


30

34

36 32

1 9

Silent Generation (65+ years)

Baby Boomers (50-64 years)

37 51 47

35

Generation X (35-49 years)

40

35 35

38

42

Millenials (20-34 years)

38 22

Totals

22

Tere TV

30 21

15 Radio

33

7

10

NPP

Tab

Source: Nielsen Media Consumer View W2 2017

Magz

18 Internet

Cinema

Generation Z (10-19 years)

Pay TV

5

MEDIA PROPORTION BY SOCIO-ECONOMIC CLASS Paid media is more consumed by higher class

14 15

14

22

SEC Upper 1 26

32

34

15

41

41 59


17 21 36

18 24

36 28 32 25

18

27

22

16 10

9

12

Totals

Tere TV

Radio

5 Internet

SEC Middle 1

22

30 25

26

SEC Upper 2

25

SEC Middle 2

26

9 11 Magz

12

10

4

4

NPP

Tab

9 2 Cinema

13

SEC Lower

4 0 Pay TV

6

WHERE DO PEOPLE MOST REGULARLY ACCESS? Access from Home is highest, while public places are increasing 91%

69%

76%

in 2007


62% 53%

51%

48%

46% 41%

41%

33%

25%

Home weekday, night

Home weekend

Work

School, uni, library

On Cafés, transport restaurants

2015 Source: Nielsen Cross Platform report 2015 and 2017

Friend's Public place Travelling home

Shopping centre

Internet cafe

24%

Event, concert

2017

7

WHAT DEVICES ARE USED TO ACCESS THE INTERNET? Smartphone is highest and usage is growing rapidly, while the use of Tablet is decreasing 94%

74%


59%

15% 9%

Smartphone

Laptop

Desktop PC

Tablet

Games console 2015

7%

Smart TV

6%

4%

Handheld media Wearable device player

2017

Source: Nielsen Cross Platform report 2015 and 2017

8

THANKS TO MOBILITY, SMARTPHONES ARE USED OFTEN ALL DAY 100% 90%

Online Activity by devices

80% 70%

Desktop/PC


60% Laptop Notebook

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 Source: Nielsen Cross Platform report 2017

9

THERE ARE NOW TWO PRIME TIME PEAKS Soc-Med is high throughout the day, Online Video prime-time is similar to Traditional TV Activities vs day part

50%

Traditional TV


40%

Internet TV

30%

Online video other than TV

20%

Access News Online (web or apps)

10%

Social Media

Shopping via internet

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

Source: Nielsen Cross Platform report 2017

10

DUAL SCREEN: TV AND INTERNET Dual screening is a DAILY activity of all age groups 21–29 years

16–20 years % Watch TV and use internet at the same time

93%

95%


11% 24%

93% 18%

97%

96%

96%

7%

7%

6%

31%

22% 26%

47%

42% 30%

14%

11% 18%

88%

89% 9%

29%

17% 26%

26% 50%

33% 47%

29%

29%

94%

50+ years

25%

32%

32%

92%

29%

27%

28%

40–49 years

18%

18%

18%

21%

30–39 years

48%

46%

14%

27%

7%

2015

2017

2015 Daily

2017 Almost every day

2015

2017

Several times per week

2015

2017

2015

2017

Once per week or less

Source: Nielsen Cross Platform report 2015 & 2017

11

VIDEO CONTENT IS CONSUMED DAILY TV and video content are accessed through many platforms, and daily access is increasing


Through many platforms of accessing TV/movie, which ones do you use?

Frequency of watching from internet 16-20 years

2015 2017

21-29 years

2015 2017

25%

30-39 years

2015 2017

25%

40-49 years

2015 2017

23%

50+years

2015 2017

22%

19%

33% 47%

12%

77%

51% 44% 28% 15%

Broadcast TV & Cable TV

Time-shifted TV

TV or movie Online TV Portal Internet streamed on sites Subscription of TV like YouTube, (eg. Iflix, Netflix, Vimeo etc Hooq Etc)

Source: Nielsen Cross Platform report 2017; Live Internet Stats 2016

Daily

About every other day

33% 56%

13% 31%

53%

11% 36%

57%

34%

6%

22% 15%

A few times each week

Once a week or less

12

WHICH SITES/APPS DO THEY WATCH ONLINE VIDEOS? YouTube is still the most accessed online video platform


98%

29%

YouTube

Detik

27%

CNN Indonesia

25%

Liputan6

24%

Kompas

22%

20%

Vidio.com MetrotvNews

20%

LK21.tv

18%

Okezone

15%

14%

Tribunnews

Kapanlagi

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%

90%

11%

14%

3% 15%

3% 14%

3% 14%

2%

3%

11% 21%

80% 70%

25%

2%

9%

15%

29%

27%

30%

1% 9%

3% 10%

17% 26%

25%

27%

27%

25%

26%

60% Copyright © 2017 The Nielsen Company. Confidential and proprietary.

0%

50% 40%

44%

30%

58%

45% 41%

42%

42%

42%

43%

53%

48%

15%

13%

11%

13%

LK21.tv

Okezone

Tribunnews

Kapanlagi

20%

18%

15%

14%

40%

20% 10%

17%

14%

13%

12%

14%

YouTube

Detik

CNN Indonesia

Liputan6

Kompas

98%

29%

27%

25%

24%

17%

0%

16-20 years

21-29 years

10%

Vidio.com MetrotvNews

22%

30-39 years

20%

40-49 years

50+


14

WHY DON’T PEOPLE WATCH ONLINE? Infrastructure impacts the ability to watch online, and quite a lot of Netizens prefer to watch traditional TV 27% 24%

22%

18% Copyright © 2017 The Nielsen Company. Confidential and proprietary.

15% 11% 6%

Internet Subscription is I don't have connection is expensive the right too slow device/ technology

8%

7%

5%

It's hard to I'm not sure It's too difficult I don't know find programs what is to set up and how to available do

I prefer I don't want to There are too traditional TV watch TV many ads online

2017

Infrastructure

Gaptek (not tech-savvy)

Prefer traditional TV


15


Is Online Ad effective?


16

ONLINE VIDEO ADS DRIVE PEOPLE TO FIND OUT MORE Consumers across all age groups have conducted online search after seeing online video Ad


Q: How often do you conducted an online search after seeing an online video ad?

34%

33%

32%

34%

53%

61%

58%

64%

61% 31%

16-20 years

21-29 years

30-39 years

Most of the time

40-49 years

50+

Sometimes


17

HOW OFTEN HAVE YOU TAKEN ACTION AFTER SEEING ONLINE VIDEO AD? More than 30% of consumers across age groups make online purchase, except 50+


Contacted the company (call,e-mail,etc)

Purchased online

51% 39%

40%

56%

51%

53%

44%

41%

66% 46%

25%

26%

25%

26%

25%

34%

32%

34%

8% 16-20 years 21-29 years 30-39 years 40-49 years

Most of the time

Sometimes

50+

8% 16-20 years 21-29 years 30-39 years 40-49 years

Most of the time

50+

Sometimes


18

HOW OFTEN HAVE YOU TAKEN ACTION AFTER SEEING ONLINE VIDEO AD? High possibility of purchase, once consumers visit the store


Visited the store in person

50%

55%

54%

Purchased in person

57%

58%

59% 56%

53%

61%

36%

30%

29%

35%

31%

25%

21%

27%

28%

23% 11%

16-20 years 21-29 years 30-39 years 40-49 years

Most of the time

Sometimes

50+

16-20 years 21-29 years 30-39 years 40-49 years

Most of the time

50+

Sometimes


19

What are the TRENDS? Highest access at home, Access on public places are increasing


They consume content across multiple devices, often at the same time Daily content consumption from internet is increasing across all age group 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!

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Nielsen Indonesia Digital Consumer (26072017).pdf

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