Yahoo! - TNS Net Index Indonesia Highlights April 2013

Transcription

1 Yahoo! - TNS Net Index 2013 Indonesia Highlights April 2013

2 Online Media The Digital Landscape The Rise of Mobile Entertain and Inform Fostering Brand Connections Key Takeaways 2

3 Research Design Methodology Personal face-to-face interviews using two-part structured questionnaires Area Coverage All Urban - Jakarta, Botabek, Surabaya, Bandung, Medan, Semarang, Palembang and Makassar - Yogyakarta & Denpasar (added since 2011) Respondents Males and Females aged years old from SES ABCDE households who have used the internet in the past month (expanded from SES ABC HHs since 2009) Sample Size 2,801 (General Media Survey) 1,580 (Internet Media Survey ) Sampling Approach Multi-stage Probability Sampling Fieldwork Period Q1 2013

4 The Digital Landscape

5 Yesterday Past Week Past Month Internet the fastest growing media in terms of reach, TV stable whilst all others are in decline Reach (%) Television Newspaper Radio Tabloid Base: Urban Indonesians aged years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2010, 11, 12, 13. T1, R1, A2c, P1, P4, P7, C1 Internet Cinema Magazine

6 Monthly Internet usage continues to grow, dramatically in some urban centers Past Month Reach (%) Total Jakarta Botabek Surabaya Medan Bandung Semarang Palembang Makassar Base: Urban Indonesians aged years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2010,11,12,13. A2c

7 Internet usage almost universal amongst Youth, increased adoption in 2013 being driven by the 30+yr olds Past Month Reach (%) Total Age Gender SES Total y.o y.o y.o y.o y.o y.o Male Female SES A SES B SES C Base: Urban Indonesians aged years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2010,11,12, 13. A2c

8 Continued shift from shared to private access... Place of access (%) Internet Cafes At Home At Office At School Friends House On Laptop in WiFi Hotspot Base: Urban Indonesians aged years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2010,,11,12, 13, B9

9 The Rise and Rise of Mobile

10 Increasing Mobile Internet usage, with a change in the composition of phones being used Used mobile device to access internet (%) Total mobile internet access Mobile phone with advanced features can call and text, access mobile web Smartphone/PDA like a Blackberry, iphone, Palm, Android Base: Past month internet users aged 10+. Source: ID Net Index 2012, 2013 N1.1 Which of these devices do you use to connect to the internet on a regular basis and have done so in past 3 months? B14.4, In an average week, how much time on average do you spend on the Internet at each location? 10

11 Average price of last handset 2011 IDR 3.62 Million 2013 IDR 1.5 Million More smartphones with price and data plans substantially decreasing year-over-year Average amount spent using mobile internet in a month 2011 IDR 255, IDR 140,000 Base: Past month mobile internet users. Source: Net Index 2011 (n=1149) 2013 (n=1105) N4 How much was the price of the handset when you bought it? N8 In a typical month, how much do you usually spend on using Internet on that mobile phone?

12 With increasing smartphone penetration, we see daily mobile access increase Access mobile internet at least once a day (%)

13 and consistently higher levels of mobile engagement Average Number of Hours spent weekly on mobile internet (%) On my mobile phone or PDA

14 Mobile is not simply about on-the-go access At home 67% Whilst shopping 6% At work 32% Friend s house 4% Whilst watching TV 17% At school 4% At a restaurant 10% On public transport 3% In the car/ on motorbike 8% Waiting in a line 3% Outdoors (walking) 7%

15 Question : Which of the following activities have you done in the past month on a mobile phone? Base: Past Month Urban internet users aged years old from SES ABCDE households who accessed internet from mobile device in past 1 month (1105) Source: Yahoo!-TNS Mobile Index Indonesia 2013, N12a Communications and search dominate mobile activities photo sharing becoming a popular mobile activity Past Month Activities on Mobile (%) Access Social Networking Sites 76 Access 39 Instant Messaging Use Mobile Internet to look up content or search for information Send photos taken with camera phone to family and friends Download free applications Download ringtones Download or view personal photos from photos services on the Internet Upload pictures into a site via phone Play or stream online music Send SMS text messages to search for information

16 News tops mobile search.. images and then bite sized facts or trivia Search activities on mobile (%) News Images/graphics Facts or trivia Local information (phone numbers/addresses) Sport scores Movie times and locations Weather Access PC websites Driving directions or maps Transportation schedules Base: Past month mobile internet users. Source: Net Index 2011, 2012, 2013 N15 Which of the following have you looked up or searched for using a mobile phone?

17 Their top 5 most visited websites on mobile (67%) (47%) (42%) (14%) (11%)

18 Entertain and Inform to Drive Engagement

19 Top 10 activities remain largely unchanged.. social, content and search Monthly Online Activities (Rank) Visited a social networking site Visited internet portal front pages Used a search engine Used instant messengers Read News Online Used Read entertainment/celebrity news Downloaded or uploaded music files online Read sports information Played games online Activities that have moved at least two places in terms of rank in 2013 Base: Urban Indonesians aged years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2010,11,12, 13,

20 Search activity revolves around Images and News.. music and video also popular Topics for Search Engines (%) Images News Music or audio clips 41 Used specific search features such as image, video or news search features Videos Research documents or journals for school purposes Used online reference sites Blogs Base: Past Month Urban internet users aged years old from SES ABCDE households who used searched engine in past 1 month(1074) Source: Yahoo!-TNS Mobile Index Indonesia 2013, E11

21 Entertainment news a hot topic News Topic Read Online (%) Sports Music and Movies Celebrity gossip International news Health & Fitness Blog news Science and Medicine Technology Career & Jobs Fashion Food Motoring (Motorbikes / Cars, etc.) Art Business/ Finance Local/ National events Base: Past Month Urban internet users aged years old from SES ABCDE households who Online news in past 1 month (883) Source: Yahoo!-TNS Mobile Index Indonesia 2013, Y11

22 Entertainment also features prominently within blogging Types of blogs read regularly Personal/ family/ friend blogs (%) 99 Music blogs Entertainment blogs 21 21

23 One-fifth of Online Indonesians are already involved in gaming 19% regularly play games online on average 3.5 times per week 58% of the time on their PC/ Laptop 36% spend on average of the time on their mobile 6 hours playing per week Why do they do it? 65% say Pure entertainment Base: Those who play games online (n=584). Source: Net index Q1 Do you regularly use the internet for playing games online? Q3 How frequently? Q4.2 Which do you use most often? Q7. In an average week, approximately how much time do you spend using the internet for online gaming? Q9 What are your reasons for playing games online? 23

24 UGC (user generated content) although just 11%, is both photo and video sharing Download/Upload UGC on 11% a regular basis 65% Share digital photos on photo sharing sites 87% Share video clips on video sharing sites Base: Those who use UGC sites. Source: ID Net Index 2013 L1 Do you use UGC sites on a regular basis and have used in the past 3 months? L4.1 Which of the following activities have you used the UGC sites for? 24

25 Online videos for information and entertainment 87% Access/Download/Upload video clips on video sharing sites Music Video News/ current events Type of video accessed online (%) Comedy (jokes, Movie trailers bloopers, funny clips) TV shows Entertainment news/ movie reviews Cartoons/ animation 9 12 Sports clips/highlights Business/ financial news 6 3 Weather information Source: Net Index 2013 Base; L1 Do you use UGC sites on a regular basis and have used in the past 3 months? L4.1 Which of the following activities have you used the UGC sites for?

26 Fostering Brand Connections

27 Social networking reaching saturation, usage plateauing Base: Urban Indonesians aged years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2010,11,12, 13, I1, H1, I1 Past month online activities (%) Social Networking

28 Social network updating is rapidly moving from PC to mobile updates.. Mode for updating Social networking profile (%) Through PC 2013 = 52% 2012 = 68% 2011 = 75% 2013 = 18% 2012 = 19% 2011 = 14% Mobile Phone SMS Mobile Phone Browser 2013 = 65% 2012 = 52% 2011 = 45% Question: How do you usually view/ update your Social Networking sites? Base: Urban Indonesians aged years old from SES ABCDE households who have used social networking sites in the past month (1348) Source: Yahoo!-TNS Net Index Indonesia 2013, I12,

29 Social networking has gone beyond just friends Type of Friend on Social Networking sites (%) Regular friends 96 Friends with whom you had lost contact Family members People you only know in the virtual world People from outside your city/country Referrals from friends People you met once or twice in person Co-workers Question: Who are the people you interact with regularly on these Social Networking sites? Base: Urban Indonesians aged years old from SES ABCDE households who have used social networking sites in the past month (1348) Source: Yahoo!-TNS Net Index Indonesia 2013, I5c, I8b

30 This phenomena is leading to the emergence of selective socialisation 46% of people on social networks now claim to have become more choosy about with whom they connect

31 Clicking like isn t enough. Brands need to create engagement so consumers stay connected Several motivations have been identified to keep those who follow your brand online connected and coming back to your site or social networking pages.

32 News sites top likes on Facebook.. relevant and interesting content is what people look for from brands Facebook Account Clicked Like (%) Reasons for clicking Like brands ( Top 2 box %) Shares information that is relevant to 91 News Sites 37 Posts information that is interesting 81 It s a brand I like a lot 75 Brands 30 I like knowing what this brand is up to Is a brand/product I have become Gives me access to exclusive content 72 Celebrities 29 Offers contests I can enter 72 I look forward to looking at what they 68 TV Shows 20 I want people to know I associate with 68 Keep me updated on upcoming sales 68 Local Business 12 Offers me special discounts and deals A friend asked me to Like it Question: Who are the people you interact with regularly on these Social Networking sites? Base: Urban Indonesians aged years old from SES ABCDE households who have used Facebook in Past 1 month (1273) Source: Yahoo!-TNS Net Index Indonesia 2013, I12a, I12b

33 Those on social networks are already sharing quality content gives brands a good way to engage with their users Activities on social networking site (T3B agreement %) Share experiences that I might not do in person or on the phone Learn about the latest trends Upload /share Photos Learn about products and services that I would have never known 44 43

34 Key Takeaways 34

35 Key Takeaways Internet penetration continues to increase across Indonesia, growth driven by the 30+yr olds Mobile internet is on the rise! As the smartphone penetration rapidly increases and as the user experience improves, time spent and online activities will also increase Time spent online is focused around infotainment; news, photos, audio and video clips driving engagement! Social Networking is reaching saturation.. emergence of selective socialisation Implication for Marketers, relevant and interesting quality content will help influence brand perceptions Yahoo! Confidential & Proprietary. 35

36 Thank You