media use in indonesia - home - bbg use in indonesia findings from the 2012 international audience...
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Media Use in Indonesia Findings from the 2012 International Audience Research Project
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Survey Background and Conditions
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Survey Background and Conditions
Target population: Adults 15 and older living in households
Population Coverage: 93% of adult population in Indonesia
Sample size: 3,000 nationally representative, oversample in Jakarta
Language: Indonesian
Methodology: Interviews were collected face-to-face in respondent’s home
Field Period: July 4th – Aug 2nd , 2012
Response rate: 74%
4
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Media Usage Patterns
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Television and Mobile Phones are most popular in Indonesian households
Which of the following do you have working in your household?
6
94%
81%
38%
17% 17% 16%
5%
98%
90%
45%
22% 21% 27%
12%
93%
78%
35%
14% 15% 12%
2%
Television Mobile phone Radio Internetaccess
MP3player/iPod
Computer Telephoneland line
Total Urban areas Small towns/rural areas
Base: All respondents, N=3000
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Daily Use of Media Platforms for News
7
87%
39% 36%
11% 7% 9% 9%
3%
93%
43% 46%
14% 13% 15% 13%
4%
85%
37% 32%
10% 4%
7% 8% 3%
Television Friends/Family
SMS Radio Newspapers/Magazines
Internet SocialNetworking
MobileApps
Total Urban Rural
Base: All respondents, N=3000
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Daily Media Use for News, by Demographic
8
87%
39% 36%
11% 9% 9% 7% 3%
89%
55% 58%
12%
21% 21%
7% 8%
91%
59%
71%
14%
41%
34% 35%
12%
TV Friends/Family
SMS Radio Internet SocialNetworking
Press MobileApps
All Under 30 Some College or higher
Base: All respondents, N=3000
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Most Important Information Source (net)
9
57%
37% 34% 33%
28% 27%
15% 14% 10%
5%
59%
32%
41% 39% 36%
18% 13% 11%
8% 6%
56%
39% 32% 31%
25% 31%
16% 15% 11%
4%
RCTI SCTV TV One Metro TV Trans TV Indosiar ANTV MNC TV TVRI Global TV
Total Urban Rural
Base: All respondents, N=3000
Which stations, publications, or sites are your three MOST important sources of information?
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Satellite Dish More Prevalent in Rural Areas
10
How does your television receive its signal?
75%
91%
69%
23%
9%
28%
3% 2% 3%
Total Urban Rural
Antenna Satellite Dish Cable
Base: Those with TV, N=2783
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Significant Regional Difference in TV Signal Access
11
47%
94% 88% 90%
36% 35%
63%
55%
6% 8% 9%
55%
65%
18%
2% 1% 2% 0% 0%
10%
22%
Sumatera West Java/Jakarta/Banten
EastJava
Central Java/Yogjakarta
Sulawesi Kalimanten Bali/NTB/NTT
Antenna Satellite dish Cable
Base: Those with TV, N=2783
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Trends in Access and Usage
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Radio ownership and its use for news continues its decline
13
50% 46%
38% 34%
31%
24%
2010 2011 2012
Radio Ownership Past Week Radio Use for News
Base: All respondents, N=3000,
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Significant Growth in New Media Access
14
Which of the following do you have working in your household?
6.9% 8.0% 10.0% 16.2%
1.8% 4.0% 5.0%
16.6%
56.0%
69.0% 67.0%
81.0%
2009 2010 2011 2012
Computer Internet access Mobile phones
Base: All respondents, N=3000,
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New Media Usage Trends
15
12% 15% 22%
11% 15%
21%
54% 58%
63%
2010 2011 2012
Past week use of FacebookPast week Internet UsePersonal ownership of mobile
Base: All respondents, N=3000,
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Mobile Ownership Trends, by Urbanicity
16
64% 67% 71%
45% 51%
55%
2010 2011 2012
Urban Rural
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Past Week Internet Usage Trends, by Urbanicity
17
18% 21%
30%
8% 10%
17%
2010 2011 2012
Urban Rural
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Mobile
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Personal Mobile Phone Access Most Prevalent Among Young And Most Educated
19
Percentage who report having a personal mobile phone
63%
76%
58%
41%
72%
89% 99%
87% 78%
55%
25%
Base: All Respondents, N=3000
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Reported Smartphone Ownership, by Age
20
26%
16%
7% 2%
13%
15-24 25-34 35-54 55+ All ages 15+
Base: All Respondents, N=3000
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SMS and Text Messaging Most Common Use of Mobile
21
97%
30%
27%
24%
22%
20%
14%
10%
8%
7%
5%
SMS/Text messages
Social networking site
Accessed the internet
Sent a photo
Listened to radio
Rcvd. Info. by SMS frommobile operator
Downloaded and viewed avideo clip
Downloaded or used a mobileapp
Sent or received an email
Rcvd. news reports by SMSfrom other news organizations
Watched live television
Base: Those who have a personal mobile phone N=2,083
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Past Week Mobile Activities, by Age
22
100%
50%
46%
38%
31%
21%
24%
17%
12%
8%
7%
95%
12%
11%
12%
15%
20%
5%
5%
4%
7%
3%
SMS/Text
Social networking
Access Internet
Sent photo
Listened to radio
SMS info from mobileoperator
Viewed video clip
Downloaded mobile app
Sent/received email
Received SMS newsfrom other news..
Watched live TV
30+ Under 30
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Information Would Like to Receive Through SMS Without Any Cost To Individuals
23
77% 77%
53% 52% 51% 48%
Newsheadlines
about events inthe country
Health Advice Information onCrop or food
prices
Newsheadlines
about worldevents
Weatherreports
Sports Scores
Base: Those who have a personal mobile phone N=2,083
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Internet
24
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Past Week Internet Use, by Age
25
51%
25%
11%
2%
21%
15-24 25-34 35-54 55+ All ages 15+
Base: All Respondents, N=3000
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Past Week Internet Use, by Urbanicity
26
13%
23% 30%
Rural Small town Large city
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Past Week Internet Use, by Education
27
1% 3%
21%
40% 46%
72%
None Primary Secondary High School Vocational University
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Internet Use by Intensity of News Consumption
28
20% 14%
8% 3% 1% 4%
Hourly ormore
2/3 times aday
Once a day 2/3 times aweek
Once a week Less oftenPer
cen
t of
each
gro
up
usi
ng
inte
rnet
d
aily
for
new
s
Frequency with which respondents access news
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Vast Majority of Regular Users of Internet Access the Latest News
29
21%
72%
50% 44%
38% 35% 32%
29% 28% 27%
Past 7 dayuse of
Internet
Latest news To findinformation
aboutspecific
topic
To send orreceiveemail
Read a blog Sharevideos or
photosonline
Watchonlinevideos
Listen toonline audio
Post acomment to
a blog
Downloador watchpodcast
Base: Regular user of Internet N=546
In the last 7 days, which of the following activities have you used the Internet for
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Where Internet is Used, by Age
30
72%
27%
54%
22%
66% 70%
19%
61%
27%
68%
77%
49%
32%
7%
58%
At home At work Internetcafé
At school/university
Mobiledevice
All Under 30 30+
Base: Past Week Internet Users, N=618
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Where Web Users go for News
31
32%
14% 10% 6%
22%
23%
11%
2% 4% 2% 3% 2%
6%
7%
7%
1% 4% 4% 2% 3%
Yahoo News Google Detik Facebook Okezone Kapanigi Kompas VivaMedia
First Second Third
Base: Past Week Internet Users, N=618
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Social Networking and Information Sharing
32
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Facebook the most accessed Social Networking Service
33
22%
22%
20%
11%
8%
7%
1%
1%
1%
1%
1%
Past week Access
Deviantart.com
YouTube
Google Plus
Kaskus
Friendster
Yahoo
MySpace
Toko Bagus
Base: All respondents, N=3000
Which of the following services have you used in the past 7 days for social networking?
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Used Social Networking in Last Week, by Age
34
56%
27%
7% 1%
22%
15-24 25-34 35-54 55+ All ages 15+
Base: All Respondents, N=3000
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Frequency of Information Sharing
35
30% 30%
16% 10% 12%
Daily/almost Weekly Monthly Less often Never
Base: All Respondents, N=3000
How often do you discuss or share news with family, friends, or your social network
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Frequency of Information Sharing: Internet Users vs Others
36
40% 40%
9% 7% 3%
28% 28%
17% 11%
2%
Daily/almost Weekly Monthly Less often Never
Internet Users Others
Base: Internet Users (N=618), Others (N=2,382)
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Means of Information Sharing
37
64%
28%
9% 9% 8% 7%
SMS Facebookor other S/N
By email Twitter Online videolike YouTube
BBM
Base: Daily/Almost News Sharers, N=905
Do you share news with your friends, family, or social networks in any of the following ways?
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Means of Information Sharing, by Age
38
11% 15% 17% 20%
57%
82%
5% 4% 4% 3% 10%
53%
BBM Online videolike YouTube
By email Twitter Facebook orother S/N
SMS
Under 30 30 +
Base: Under 30 (N=336), 30+ (N=569)
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Key Information Sources: Prospects for Change?
39
93% 90%
87% 90%
1% 1% 0% 1% 1% 1% 1% 1% 2% 6%
12% 8%
All Under 30 College or higher Urban
TV Radio Press Internet
Base: All Respondents, N=3000
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Conclusions
Television remains the most important medium by far, both in terms of overall reach and as a news source
Internet access – heavily driven by mobile take-up – has reached critical mass, especially among key demographics
This phenomenon is national in nature and not just confined to more affluent urban areas
Given the heavy reliance on mobile for Internet access; Internet content needs to work well on mobile platforms
Any communications strategy for Indonesia has to take into account the large and growing role of social media, especially among the young
It’s only the beginning …
40
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Upcoming BBG Research Series Events
Upcoming BBG Research Series events:
– Thursday, November 8: Russia
– Thursday, December 6: To be announced.
Learn more about the BBG Research series at http://j.mp/UjCmJb
Have a question? Contact us at 202-203-4400 or [email protected]