indonesian blogger survey 09
TRANSCRIPT
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A Closer Look Towards Indonesian Bloggers
Findings of 2009 Indonesian Blogger Survey
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2009 Indonesia Blogger Survey at a glance
The 2009 Indonesia Blogger Survey is an online survey carried out by IndoPacific Edelman and Blogfam to take a closer look to profiles of Indonesian bloggers
Research period: October 2008 – February 2009
219 bloggers (members and non-members of Blogfam) participated in the survey
IndoPacific Edelman also interviewed 7 prominent bloggers
45% of bloggers live in Greater Jakarta area and the rest spread in other areas in Indonesia and abroad (Sumatra, Java, Kalimantan, Sulawesi, Bali, and Papua)
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Indonesia Blogger Survey: Key Findings
Intensity and frequency of blogging
increase over time
Bloggers have low interest in monitoring their own blogs and
identifying their blogs’ level of
influence
Bloggers have strong presence in social
media
Bloggers trust other bloggers when
looking for information
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WHO & WHYIndonesia Bloggers Survey
“Blogging is a journey for bloggers to find their
passions” (Enda Nasution)
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Facts & Figures
21-35 yo
(73.5%)
Male
(67%)Singl
e (62%)
College graduate
s (51%)
Full-time employees (38%)
Rp 1 – 3 m
monthly expenses (67.5%)
Base: all respondents
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Facts & Figures
Base: all respondents
Age
Stat
usLa
st fo
rmal
edu
caio
n
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
26-30; 29.7 31-35 36-40; 23.4
Male; 66.7 Female; 33.3
Married with children; 32.8 Not married; 61.9
College students; 21.7 Full time employee; 37.6
Unem
ploy
ed
High School; 21.2 Graduate; 50.8
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Most bloggers are relatively new
Below 1 12%
124%
225%
316%
416%
5 and above8%Years of blogging
61% have been blogging for less
than 2 years
Q: How long have you had a blog? (in years)
Base: all respondents
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But they are active
<1 hour12%
1-5 hours55%
>5-10 hours12%
>10-15 hours10%
>10 hours11%
Time spent for blogging in a week
No differences between length of
years and time spent for blogging
Q: On average, how many hours a week do you spend blogging??
Base: all respondents
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And have strong presence in social media
Live journal
MySpace
Hi5
Plurk
Mailing lists
Multiply
Friendster
6%
18%
19%
21%
23%
40%
51%
60%
76%
85%
Social networks
Q: Of the online community networks listed below, which one are you registered on?
In average, bloggers are registered in 3 to 4 social
networking sites
Most often used features: journal/blog/notes (46%)
Base: all respondents
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Blogging is very personal
65%
54% 53%
44%
23%
10% 9% 8% 8%
62%60%
52%
44%
25%
14%9% 9%
6%
Initial reason for blogging Current reasons for blogging
Personal-related activi-ties
Business-related activi-ties
Q: When you first decided to start a blog, what were your main reasons? And you are now writing to… (You may choose a maximum of 5 options)
Base: all respondents
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Transformation in bloggingInsights from in-depth interviews with influential bloggers
Personal documentation
Personal notes
Spontaneous writing
Personal space
Sharing mechanism with others
Personal branding
Experience-based opinion articles
Public space
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Nearly 50% bloggers subscribed to other blogs via RSS Feed
Yes41%
No59%
Q: Do you subscribe to RSS Feed of certain blogs/websites? What are the blogs/websites?
Individual/collaboration blogs (76%)
News portals (10%)
Community blogs (5%)
Blogger networks/aggregator (4%)
Others (3%)
Corporate blogs (0.5%)
Blogs subscribed through RSS Feed
Base: respondents who subscribed to blogs via RSS Feed
Base: all respondents
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WHAT THEY WRITEIndonesia Bloggers Survey
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Blog content: It's all about me
Q: Which of the statements below best describes your blog content? Please choose a maximum of 3 answers.
Product/program review
Entertainment
Commercial info/online business
Personal opinion on current political issues
Scientific analysis on certain issues
Personal opinion on current issues (outside politics)
Work-related topics
Personal life story
Hobby-related topics
6.4%
6.4%
10.0%
12.3%
14.2%
23.0%
39.0%
67.0%
77.6%
Base: all respondents
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Topics written by bloggers
Health
Culinary
Politics
Religious/spiritual
Travelling
Entertainment
Technology
Social and humaniora
10%
13%
16%
21%
28%
31%
33%
34%
Q: Which topic do you usually discuss on your blogs? Please choose a maximum of 3 answers.
Base: all respondents
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HOW INTENSE THEY BLOGIndonesia Bloggers Survey
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Intensity has increased over time
Q: Compared to when you were just started writing your blog, how has the intensity and frequency changed?
Reasons for more• Need to share experiences• Wider network• More spare time• Easier internet connection• Higher interest in blogging• Need to develop online business
Reasons for less• Workload• Lack of idea• Limited internet connection • Bored • Occupied with another online
communities
Base: respondents
answered “more” or
“less”
Base: all respondents
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Intensity increased in first year, then stabilized
< 1 year (n=21) 1 year (n=41) 2 years (n=43) 3 years (n=27) 4 years (n=28) 5 years and more (n=16)
33%
58% 54%
31% 36%22%
38%
25% 30%
27% 14%
22%
29%18% 16%
42%50% 56%
More Less Same
Intensity and frequency of blogging compared to years of blogging
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Bloggers actively update their blogs in the first 2 years
Of -ten
(few
times a
week)44%
Very often (ev-eryday)
11%
Rarely
(less than once a
week)36%
Very rarely (not necessarily once a
month)9%
Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)?
Base: all respondents
55% often update their blogs
Less than 1 year
1 year 2 years 3 years 4 years 5 years and
more
0%
10%
20%
30%
40%
50%
60%
Often 52%
Rarely 56%
Often 44% Often
42%
Rarely 46%
Often 55%
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Bloggers actively update their blogs in the first 2 years
Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)?
Base: all respondentsLess than 1 year 1 year 2 years 3 years 4 years 5 years and more
0%
10%
20%
30%
40%
50%
60%
Often 52%
Rarely 56%
Often 44% Often
42%
Rarely 46%
Often 55%
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Updating blogs is opportunity-driven
Blogging is part of routine activities
Respond to current events
Share interesting information
Share latest information
Maintain blog activity
21%
43%
43%
47%
58%
Reasons for updating blog
Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)? What are your main reasons for updating your blog or adding a new entry to your blog?
Base: all respondents
Bloggers with lower
intensity rarely update
their blogs (59%)
Bloggers with higher intensity actively update their blogs• Often 59%• Very often
21%
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SUCCESS METRICSIndonesia Bloggers Survey
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Not monitor46%
Mon-itor
54%
Monitoring of own blog
Q: Do you intentionally monitor the traffic and page views of your blog? (please mention your reasons)
Entrepreneurs (80%) and professionals (85%) have higher interest in monitoring their blogs
Base: all respondents
“It’s not important to monitor my blogs” (68%)
Curious of numbers of visitors (44%)
Curious of visitors preferences (29%)
Curious of visitors’ profile (13%)
Curious of blog’s influence to visitors (7%)
Reasons for monitoring:
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Success measure is mostly quantitative
Q: Please rank 3 things from the list below that you consider to be the top factors for measuring the success of your blog.
Factors to measure blogs
• Numbers of unique visitors 66%
• Numbers of comments 56%
• Numbers of RSS subscribers 18%
39% thinks it’s not important to
measure their blogs’ success
Base: all respondents
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SOURCES OF INFORMATIONIndonesia Bloggers Survey
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Trusted sources of information
Tabloids
Radio
Social networking sites
Mailing lists
Magazines
Corporate websites
Community forums
Blogs
TV
News portals
Newspapers
11%
19%
25%
25%
30%
31%
32%
49%
57%
60%
77%
Base: all respondents
Q: When searching for information, which type of media do you think are the most reliable for providing accurate information?
• Traditional media– Have reliable sources and research– Provide more accurate info – Institutionalized
• Blogs– From “a person like me”– Has detailed behind-the-scene info– More varied and creative in topics– Free of interests
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Topics searched and trusted blogs
Personal
Sports
Health
Politics
Culinary
Religion/spiritual
Entertainment
Travelling
Social and humaniora
Technology
7%
9%
10%
15%
18%
21%
31%
34%
37%
43%
Base: all respondentsQ: Which topic do you usually search from other blogs? For each topic that you chose for, please specify the most reliable blogs (provide most accurate/useful information)
Most bloggers tend to search blogs that
discuss same topics as theirs
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Blog’s Influence
Q: In the following statements, you are required to provide a score for each statement based on your opinion about the level of influence of your blog
Articles in your blog attract readers to subscribe
Articles in your blog motivate readers to take action
Readers forward your articles to other people
Other bloggers link to or quote your articles
Articles in your blog influence readers to have the same opinion
18%
28%
29%
30%
37%
Influence of your blogs
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Influential Bloggers
Wicaksono (Ndoro Kakung) 25%
Enda Nasution 15%
Priyadi 11%
Budi Putra 9%
Antyo Rentjoko 9%
Raditya Dika 9%
Cosa Aranda 7%
Iman Brotoseno 6%
Q: In your opinion, who is the most influential Indonesian blogger?
Base: all respondents
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2009 Indonesia Bloggers SurveyThank You