THE NEW TREND AMONG

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.

11 Major Cities covering 53.3 Million people AGE

in Indonesia (projected to BPS - Government
Statistical Beurau Data) 16 to 24 years 45%

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

Internet penetration 37%

5yrs ago = 26% 44% Tabloid & Magz
(2012)

Source: Nielsen Media Consumer View W2 2017 4

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

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

Totals Tere TV Radio NPP Tab Magz Internet Cinema Pay TV

Source: Nielsen Media Consumer View W2 2017 5

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

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

Source: Nielsen Cross Platform report 2015 and 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%
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

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
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

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

50% Activities vs day part

Traditional TV

40%
Internet TV

30%
Copyright 2017 The Nielsen Company. Confidential and proprietary.

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

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%

32% 32% 33% 50%

21%

42% 47% 47% 46% 48%

30% 29% 29% 27% 14%
7%
2015 2017 2015 2017 2015 2017 2015 2017 2015 2017
Daily Almost every day Several times per week Once per week or less

Source: Nielsen Cross Platform report 2015 & 2017

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 VIDEO CONTENT IS CONSUMED DAILY
TV and video content are accessed through many platforms, and daily
access is increasing
Through many platforms of Frequency of watching from internet
accessing TV/movie, which ones
do you use? 2015 19% 33%
16-20 years
2017 47% 12%
77%
Copyright 2017 The Nielsen Company. Confidential and proprietary.

2015 25% 33%

21-29 years
2017 56% 13%

51%
44% 2015 25% 31%
30-39 years
2017 53% 11%

28%
2015 23% 36%
40-49 years
15% 2017 57% 6%

2015 22% 22%

50+years
2017 34% 15%
Broadcast TV & Time-shifted TV TV or movie Online TV Portal Internet
Cable TV streamed on sites Subscription of TV
like YouTube, (eg. Iflix, Netflix,
Vimeo etc Hooq Etc) Daily About every other day A few times each week Once a week or less

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%

16-20 years 21-29 years 30-39 years 40-49 years 50+

Source: Nielsen Cross Platform report 2017
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 WHY DONT 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%
15%
Copyright 2017 The Nielsen Company. Confidential and proprietary.

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

Infrastructure Gaptek (not tech-savvy) Prefer traditional TV

Source: Nielsen Cross Platform report 2017

15
 Is Online Ad effective?
Copyright 2017 The Nielsen Company. Confidential and proprietary.

Copyright 2017 The Nielsen Company. Confidential and proprietary. 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% 32% 34%

Copyright 2017 The Nielsen Company. Confidential and proprietary.

33%

53%

58% 61% 64% 61%

31%

16-20 years 21-29 years 30-39 years 40-49 years 50+

Most of the time Sometimes

Source: Nielsen Cross Platform report 2017
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

Copyright 2017 The Nielsen Company. Confidential and proprietary.

51% 56% 51%

53%
40% 44% 41%
39%
66%
46%

34% 32% 34%

25% 26% 25% 25% 26%
8% 8%
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+

Most of the time Sometimes Most of the time Sometimes

Source: Nielsen Cross Platform report 2017

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 Purchased in person

Copyright 2017 The Nielsen Company. Confidential and proprietary.

54% 57% 59%

50% 55% 58%
56%
53%
36% 61%

30% 29% 35% 31%

25% 27% 28% 23%
21%
11%

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+

Most of the time Sometimes Most of the time Sometimes

Source: Nielsen Cross Platform report 2017

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 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
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.

Copyright 2017 The Nielsen Company. Confidential and proprietary. 21