Media Use in Indonesia - Home - BBG Use in Indonesia Findings from the 2012 International Audience Research Project

Media Use in Indonesia Findings from the 2012 International Audience Research Project

Survey Background and Conditions

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

Media Usage Patterns

5

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

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


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


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


Which stations, publications, or sites are your three MOST important sources of information?

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

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

Trends in Access and Usage

12

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,

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


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


Mobile Ownership Trends, by Urbanicity

16

64% 67% 71%

45% 51%

55%

2010 2011 2012

Urban Rural

Past Week Internet Usage Trends, by Urbanicity

17

18% 21%

30%

8% 10%

17%

2010 2011 2012

Urban Rural

Mobile

18

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

Reported Smartphone Ownership, by Age

20

26%

16%

7% 2%

13%

15-24 25-34 35-54 55+ All ages 15+


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

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

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

Internet

24

Past Week Internet Use, by Age

25

51%

25%

11%

2%

21%

15-24 25-34 35-54 55+ All ages 15+


Past Week Internet Use, by Urbanicity

26

13%

23% 30%

Rural Small town Large city

Past Week Internet Use, by Education

27

1% 3%

21%

40% 46%

72%

None Primary Secondary High School Vocational University

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

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

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

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

Social Networking and Information Sharing

32

Facebook the most accessed Social Networking Service

33

22%

22%

20%

11%

8%

7%

1%

1%

1%

1%

1%

Past week Access

Facebook

Deviantart.com

YouTube

Google Plus

Twitter

Kaskus

Friendster

Yahoo

MySpace

Toko Bagus


Which of the following services have you used in the past 7 days for social networking?

Used Social Networking in Last Week, by Age

34

56%

27%

7% 1%

22%

15-24 25-34 35-54 55+ All ages 15+


Frequency of Information Sharing

35

30% 30%

16% 10% 12%

Daily/almost Weekly Monthly Less often Never


How often do you discuss or share news with family, friends, or your social network

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)

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?

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)

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


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

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]

http://j.mp/UjCmJb

mailto:[email protected]

Documents

Media Use in Indonesia - Home - BBG Use in Indonesia Findings from the 2012 International Audience Research Project