Digital Indonesia: Internet Media Habits Decoded

Net Index 2009 Highlights

Jakarta, Indonesia 20 March 2009

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Yahoo!-TNS Net Index 2009

Media insights play a critical role in connecting your brand meaningfully to your target audiences The internet is an important, fast-growing medium in Indonesia; but insights on Indonesian internet users remain limited Frequent requests for more research and data from media planners and brand marketers Yahoo!-TNS Net Index initiative is the first-ever in-depth study of Indonesian internet users across 8 urban cities Beyond internet media habits Big picture overview covering cross-media habits, lifestyles, psychographics to brand preferences

Elevate industry understanding of the internet medium in Indonesia

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Research Design
Methodology Personal face-to-face interviews using two-part structured questionnaires Jakarta, Botabek, Surabaya, Bandung, Medan, Semarang, Palembang and Makassar Males and Females aged 15-50 years old from SES ABC households who have used the internet in the past month 2,000 (General Media Survey) 1,021 (Internet Media Survey) Multi-stage Probability Sampling December 2008

Area Coverage

Respondents

Sample Size

Sampling Approach Fieldwork Period

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Study Scope
Internet User Profile Internet Access, Usage & Activities Internet Front Pages Search Engines Instant Messengers Web-based Email Social Networking & Community Sites News sites Music sites Mobile Internet Cross Media Usage (including TV, Print and Radio) Product Consumption & Brand Preferences User Psychographics & Attitudes

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Media Usage
Reach (%)
100 100 96

Television Newspaper Radio

69 56 57 50 33 28 27 24 19 21 4 8 1 24 17

Tabloid Internet Cinema Magazine

6 0 1

Past Month

Past Week

Yesterday

Base: 2000 urban Indonesians aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Different targeting opportunities

Past Week Reach (%)
100

Television
80

Newspaper Radio Tabloid

60

40

Internet
20

Cinema Magazine

0 TOTAL Male Female SES A1 SES A2 SES B SES C1 SES C2

Base: 2000 urban Indonesians aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Internet - strong affinity with Indonesian youth

Past Week Reach (%)
100

Television
80

Newspaper Radio Tabloid

60

40

Internet
20

Cinema Magazine

0 TOTAL 15-19 years 20-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-50 years

Base: 2000 urban Indonesians aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Not just a Jakarta phenomenon

Past Month Reach (%) Frequency of Access (Times per Month)

35 28 23 19 16 15 11 15 11 8 12 21 16 17 30 31 26 26

Total

Jakarta

Botabek

Surabaya

Semarang

Bandung

Medan

Palembang

Makassar

Base: 2000 urban Indonesians aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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8 out of 10 access the internet from the warnets

Place of Access (Past 3 Months) Place of Access (Past 3 Months) (%)
Internet Cafes

83

On Mobile Phone/ PDA

22

At Office

19

At School

17

At Home

16

Friends House

On Laptop in WiFi Hotspot

Base: 1021 past month urban internet users aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Youth spend most of their internet time at the warnets

3% 4% 7% 11% 19% 18% 13% 21% 19% 11% 44% 53% 36% 39% 16% 24% 21% Internet Cafes 49% On Mobile Phone/ PDA 47% At Home At Office 4% 1% 10% 4% 7% 12% 8% 23% 7% 9% 16% 25% On Laptop in WiFi Hotspot At School 2% 2% 6% 7% Others

Total

15-19 years 20-24 years 25-29 years 30-39 years 40-50 years

Base: 1021 past month urban internet users aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Differing web motivations...

Web Motivation Scores

Information Search

Communicating/ Networking

Fun/ Entertainment

Commercial transactions
TOTAL 15-19 years 20-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-50 years

Base: 1021 past month urban internet users aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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 drive different online behaviour

Monthly Activities (%) Monthly Activities (%)
Used email Used instant messengers Visited a social networking site Visited internet portal front pages Used a search engine Read friends' or other people's personal homepages/blogs Read news online on portals/news sites Worked on personal homepage/blog Played games online Downloaded/uploaded music files online Visited online community groups, message boards or forums Read sports information Read entertainment/celebrity news Downloaded/uploaded digital photos on photo-sharing sites Conducted an online job search Watched TV programmes/videos clips online Used online classifieds/directory services Used internet telephone or VoIP services Conducted online banking/financial transactions Purchased products online
Base: 1021 past month urban internet users aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Most visited websites

Most Often Visit (%) Most Often Visit (%) google.com yahoo.com friendster.com detik.com facebook.com youtube.com liveconnector.com google.co.id myspace.com waptick.com kapanlagi.com
Base: 1021 past month urban internet users aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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News Sites
Currently Use (%) Currently Use (%) Yahoo! Detik News Okezone

Music Sites
Currently Use (%) Currently Use (%) Yahoo! Music Youtube MP3sgratis

Kompas Gudanglagu Liputan6 MSN CNN Kapanlagi Musik-link

Base: Urban internet users aged 15-50 years old from SES ABC households who have read news online/visited music sites in the past 3 months Source: Yahoo!-TNS Net Index Indonesia 2009
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Web-based Email
Currently Use (%) Currently Use (%) Yahoo! (@yahoo.com) Yahoo! (@yahoo.co.id) GMail Hotmail MSN Yahoo! (@YMail) MySpace Mail Rocketmail

Search Engines
Currently Use (%) Currently Use (%) Google Yahoo! MSN

Base: Urban internet users aged 15-50 years old from SES ABC households who have used web-based email services/search engines in the past 3 months Source: Yahoo!-TNS Net Index Indonesia 2009
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Instant Messengers
Currently Use (%) Currently Use (%) Yahoo! GTalk MSN/Windows Live mIRC
7
Family

People Communicating with (%) People Communicating with (%)

83
Friends People met online Classmates/ Teachers

33 14

Colleagues

Clients/Vendors

Base: Urban internet users aged 15-50 years old from SES ABC households who have used instant messengers in the past 3 months Source: Yahoo!-TNS Net Index Indonesia 2009
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Rising popularity of social networking

Monthly Activities (%) Monthly Activities (%)
Used email Used instant messengers Visited a social networking site Visited internet portal front pages Used a search engine Read friends' or other people's personal homepages/blogs Read news online on portals/news sites Worked on personal homepage/blog Played games online Downloaded/uploaded music files online Visited online community groups, message boards or forums Read sports information Read entertainment/celebrity news Downloaded/uploaded digital photos on photo-sharing sites Conducted an online job search Watched TV programmes/videos clips online Used online classifieds/directory services Used internet telephone or VoIP services Conducted online banking/financial transactions Purchased products online
Base: 1021 past month urban internet users aged 15-50 years old from SES ABC households Source: Yahoo!-TNS Net Index Indonesia 2009
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Social Networking Sites

Currently Use (%) Currently Use (%) Friendster

Google Groups

Facebook

Yahoo! Groups

MySpace

Base: Urban internet users aged 15-50 years old from SES ABC households who have visited social networking sites in the past 3 months Source: Yahoo!-TNS Net Index Indonesia 2009
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For research enquiries or more:

Karthik Venkatakrishnan Research Director TNS Indonesia karthik.venkatakrishnan@tns-global.com

Roger Moy Senior Research & Planning Manager Yahoo! Southeast Asia rogermoy@yahoo-inc.com