Twitter: @comScoreAPAC
@comScore Kerry J Brown, comScore, Inc.
VP, Southeast Asia
The Story of the Indonesian Digital Consumer
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comScore Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1,900+ worldwide
Employees 1,000+
Headquarters Reston, VA
Global Coverage 170+ countries under measurement;
44 markets reported
Local Presence 32+ locations in 23 countries
V0411
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UDM Approach Leverages the Best of Panel & Server Data
2 Million Person Panel
360°View of Person Behavior
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties
PANEL
PERSON-Centric Panel with
SITE-Census Measurement
Web Visiting & Search Behavior Online
Advertising Exposure
Advertising Effectiveness
Demographics, Lifestyles & Attitudes
Media & Video Consumption
Transactions
Online & Offline
Buying
Mobile Internet Usage & Behavior
PANEL
V0411 And, a behavioral cross-platform measurement capability
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Snapshot: Indonesian Online Population
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Sizing the Market
There are 246 million Indonesians
47 million (19%) Online via Home/ Work Computers
32 million access out of home
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 vs.
Jul-2011
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It’s all about volume in Indonesia!
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Augutst 2012
333,930
188,478
73,466
57,838
56,924
51,600
45,478
43,207
37,613
31,005
China
United States
Japan
India
Russia
Germany
Brazil
France
United Kingdom
South Korea
World’s Largest Internet Markets Unique Visitors (000)
Indonesia has
19% Online =
47 million!
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Indonesia is the second fastest growing market in SE Asia
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
vs. August 2011
India
+34%
Indonesia
+29%
Singapore
+14%
Philippines
+11%
Malaysia
+9%
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Indonesian Internet User vs the Global
Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+
Home/Work Location, Worldwide, Augustl 2012
16 vs 24
Number of Hours
Spent Online
1,300 vs 2,300
pages of content
consumed
33 vs 56
Distinct
Visits to
the Web
51 vs174
Online
Videos
Viewed 79 vs 121
Searches
Performed
1 in 3 vs1 in 5
Minutes Spent
Social
Networking
Indonesians: Online less frequently and for shorter periods of time
But spend more time on social networking sites!
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Indonesian Market Driven by Youth Demographic
Vs the SE Asia Average
Online Population is Younger… (1524 Index 110 )
They go online as frequently… ( 29 visits per month )
…But for shorter bursts ( 33 minutes vs 51 minutes)
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
vs. August 2011
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Males are more likely to be Online than Females
15-24
25-34
35-44
45-54
55+ 0.7%
2.4%
5.8%
11.6%
21.1%
2.4%
5.5%
10.6%
15.9%
24%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
vs. August2011
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Despite International Sites Dominating, Strong Local Presence
Top Sites 1524
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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Local Sports & Gaming Sites Most Effective – Men like to Play!
Top Indexing Sites M1524
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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The Most Effective Sites for Women 1524 K- Pop overshadows Socializing, Celebrity Gossip and Fashion
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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5 KEY TRENDS SHAPING THE
DIGITAL LANDSCAPE
SOCIAL NETWORKING
E-COMMERCE
ONLINE VIDEO
MOBILE
DIGITAL ADVERTISING
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SOCIAL
NETWORKING
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Social Networking Near Saturation in Indonesia
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
96.0%
94.7%
94.2%
92.6%
92.5%
86.3%
Philippines
Singapore
Malaysia
Indonesia
Thailand
Vietnam
Social Networking % Reach of Visitors
8.9
8.0
5.6
4.9
3.7
3.7
Thailand
Philippines
Malaysia
Indonesia
Singapore
Vietnam
Social Networking Average Hours per Visitor
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Facebook and Twitter Lead Most SEA Markets Except Vietnam
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
SINGAPORE % Reach
Facebook.com 72.1%
Twitter.com 19.9%
LinkedIn.com 12.4%
MALAYSIA % Reach
Facebook.com 86.6%
Twitter.com 16.0%
Digg.com 6.5%
INDONESIA % Reach
Facebook.com 84.6%
Twitter.com 31.6%
Multiply.com 13.4%
PHILIPPINES % Reach
Facebook.com 94.3%
Twitter.com 25.5%
Multiply 12.0%
THAILAND % Reach
Facebook.com 87.4%
Twitter.com 14.7%
Pantown.com 8.3%
VIETNAM % Reach
ZING Me 58.7%
Facebook.com 49.4%
Yahoo! Profile 10.2%
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Emerging Social Networks: “Pinning” Takes off in Southeast Asia
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
0
10
20
30
40
50
60
70
80
90
100
Nov-2011Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012
To
tal U
niq
ue V
isit
ors
(000)
Philippines
Malaysia
Thailand
Indonesia
Singapore
Vietnam
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e-Commerce
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Asia Pacific Falls Below the Global Average for Retail Visitation
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
72.0%
88.6%
78.1%
70.6%
67.0%
51.2%
Worldwide
North America
Europe
Latin America
Asia Pacific
Middle East -Africa
% Reach of Retail Category by Global Region
% Reach of Retail Category APAC
Taiwan 85.8%
Japan 83.9%
New Zealand 80.7%
Vietnam 79.2%
Australia 72.7%
South Korea 72.4%
Hong Kong 70.0%
Singapore 67.2%
Thailand 66.8%
China 64.9%
India 57.6%
Indonesia 54.9%
Philippines 50.7%
Malaysia 50.2%
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But Indonesia seeing strongest growth Region
4,970 5,238
2,596
1,968
6,932
5,922
3,150
2,216
Indonesia Malaysia Philippines Singapore
Growth in Retail Category Visitors (000)
Apr-11 Apr-12
+13%
+21%
+13%
+39%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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Deal Sites Also Witnessing Significant Local Adoption
Indonesia Thailand
Malaysia Philippines
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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ONLINE VIDEO
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Online Video Viewers in Taiwan, Vietnam, Indonesia and the Philippines
comScore Data Gems, August 2012
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44,000
Each month online video in Indonesia achieves the following:
Unique Viewers
Percent of Internet Audience
Percent of Time Spent Online
Total Videos Watched
Total Hours
Average Videos per Viewer
Hours per Viewer
8.8M
20%
456M
51.6
5.8
67%%
August 2012 Video Metrix Data * comprised of Indonesia
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Almost half of Users who watch Video online in Indonesia are 15-24
15+
15-24
25-34
35-44
45-54
55+ 3%
18%
16%
27%
46%
67%
Source: comScore Video Metrix, Indonesia August 2012
WEB VIDEO REACH
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Top Video Destinations in Indonesia: YouTube, VEVO & Facebook
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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YouTube Partner Channels Attract Loyal Following
CHANNELS
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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341,000 people in Indonesia
watched an average
of just 13 sport related videos
each in July 2012. source: comScore Video Metrix July 2012
comScore Video Metrix
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MOBILE
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Although Tablets Account for More than 40% of non PC traffic in
Malaysia, Philippines, Thailand, Mobile holds firm in Indonesia
58.9% 54.6% 49.5% 51.0%
77.8% 90.2%
39.3% 44.5% 42.8% 46.2%
21.5% 9.4%
Singapore Malaysia Philippines Thailand Vietnam Indonesia
Share of Non-Computer Traffic by Market
Mobile Tablet Other
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
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Weekday Share of Device Page Traffic in the Singapore
PCs dominate
working hours
Tablets rule
the home
Smartphones bridge the gaps
Source: comScore Device Essential, Week of May 14, 2012,
Singapore
Is this where Indonesia will go?
Cross-Device Consumption: Device Usage Differs Throughout Day
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Will mobile become the main way of accessing
Social Networks as in US?
Source: comScore Mobile Metrix 2.0,March 2012, U.S.
Average Monthly Minutes per Visitor for
Selected Mobile Social Networking Sites (U.S.)
12.9
52.9
68.4
114.4
145.6
441.3
Apps drove the majority
of engagement,
representing 4 in every 5
mobile media minutes.
Higher than
Fixed Internet
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DIGITAL
ADVERTISING
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There are many issues that are ‘holding digital back’
Ad clutter
Glut of low quality
inventory
Bad actors
gaming the
system
Poor visibility
Digital Advertising Needs a Reality Check
In-view
In geography
In brand safe environment
Removal of non-human traffic
Together, these insights enable more accurate ROI measurement
It’s mid-night…do you know how your ads are performing?
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vCE SE Asia
Charter Study Findings
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Study Objective:
Quantify incidence of sub-optimal ad delivery across key ad
delivery dimensions…
SAFETY
TARGET
AUDIENCE
DELIVERY
LEVEL OF
NON-HUMAN
TRAFFIC
•Demographically
•Behaviorally
VIEWABILITY GEOGRAPHY
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10 campaigns 9 countries
347 million imps 329k sites
The first industry study to bring 6 leading marketers together to
validate online advertising delivery
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Across all campaigns, the average in-view rate was 58%
or about 4 out of 10 ads weren’t seen
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Results lower but compares equally with similar
studies done in the US, EU and Canada
ASIA 58%
CANADA 65%
EUROPE 67%
US 69%
Viewability
vCE Charter Studies Compared
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Food & drink sites delivered strong in-view rates, while
parenting and sports sites delivered just 23% of ads in-view
82%
71%
63% 61% 59% 57% 52%
45% 41% 40%
23% 23%
7%
Percent of Ads Served In-View by Select Content Types
This variation across categories is typically due to site layout
and page clutter
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76%
50% 48%
WideSkyscraper(160x600)
Leaderboard(728x90)
MediumRectangle(300x250)
Percent of A/Pac Ads Delivered In-View by Ad Size
Wide Skyscrapers delivered the strongest in-view rates
but there was significant variance across campaigns with a
range of 42% to 94% in-view for this ad size
Page location,
clutter and
size matters
People exposed to served ad impressions People exposed to validated ad impressions
= 20% conversion rate
= 33%
conversion
rate
vCE Improves Performance Measurement
Buyers
Ad Effectiveness Studies that don’t use validated impressions understate branding & sales impact.
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Key Takeaways
Indonesia’s place in the global digital landscape.
– Large, growing and young Internet audiences highlight tremendous
potential for the region.
– Penetration and engagement levels still have room to grow.
Social networking dominates online experience.
– Brands need to understand the extended reach of fans, friends and
social media ads and how these fit into overall digital strategy.
E-commerce is growing, but still lags behind the U.S. and Europe.
– Local e-commerce brands entering the market will help fuel continued
growth and increase consumer confidence in purchasing online.
Online video landscape developing, move towards long form content.
– Online video opening up big opportunities for advertisers.
– YouTube channels introducing new segments.
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Key Takeaways Continued
Smartphone and tablets fuel the rise of the Digital Omnivore.
– Mobile platforms are disrupting the digital landscape.
– Publishers and advertisers need to understand how people are using
devices differently throughout the day to best hone digital strategies.
With all this great data you are able to create an informed media
plan…but you must check that once infield it is actually delivering.
For a copy of today’s presentation, please email
Thank you!
Kerry J Brown, comScore, Inc.
VP, Southeast Asia
Twitter: @comScoreAPAC
@comScore