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1© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Indonesia Online News Consumption Study
Baidu Indone...
2© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Research Context
3© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Research Methodology
Jakarta
Bandung
Surabaya
Bodeta...
4© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Youth group consume light topic such as entertainmen...
5© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Summary of Online News Consumption
Online news consu...
6© GfK 2016 | Online News Consumption Study Indonesia | December 2015
The majority of urban Indonesians follow news
regula...
7© GfK 2016 | Online News Consumption Study Indonesia | December 2015
News in your pocket – Smartphone has become the prim...
8© GfK 2016 | Online News Consumption Study Indonesia | December 2015
To optimize news consumption by different media, we ...
9© GfK 2016 | Online News Consumption Study Indonesia | December 2015
SES A
SES B
SES C
Male
Female
13-22 yrs old
23-32 yr...
10© GfK 2016 | Online News Consumption Study Indonesia | December 2015
There is no such thing as one-news-fits-all.
Consum...
11© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Urban Indonesians consume a good mix of news and in...
12© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Entertainment
(incl. music, TV and movies)
Social I...
13© GfK 2016 | Online News Consumption Study Indonesia | December 2015
News preference is also influenced by gender.
Sourc...
14© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Online news is mostly consumed in weekly
basis. Mid...
15© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Overall, across devices, online news consumption on...
16© GfK 2016 | Online News Consumption Study Indonesia | December 2015
1
10
15
18 19
22
14
0-6 h 6-9 h 9-12 h 12-15 h 15-1...
17© GfK 2016 | Online News Consumption Study Indonesia | December 2015
A sizable proportion of urban Indonesians access on...
18© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Frequent news consumers typically hail from SES A, ...
19© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Base
Religion 74
Business and Economy 59
Politic an...
20© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Multi-content channel is the main choice of
online ...
21© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Source : On-device Measurement | Base : 9.342.961 (...
22© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Source : On-device Measurement | Base : 9.342.961 (...
23© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Advertisers should pay attention to how ads
are pre...
24© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Source : Consumer Survey (AO2) | Base : 755
Users a...
25© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Executive Summary
26© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Multi-content channel is seen as the main starting ...
27© GfK 2016 | Online News Consumption Study Indonesia | December 2015
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Indonesia Online News Consumption Study

Baidu Indonesia Research by GfK to capture consumption behaviour of Indonesia user from online news perspective.

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Indonesia Online News Consumption Study

  1. 1. 1© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Indonesia Online News Consumption Study Baidu Indonesia | Indonesia Digital Association | Indonesia Creative Economic Agency
  2. 2. 2© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Research Context
  3. 3. 3© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Research Methodology Jakarta Bandung Surabaya Bodetabek Semarang Conducted in 5 major urban areas Two-pronged research approach ... On-device measurement with LeoTrace Software 1521 panelists Consumer Survey via diary placement and face-to-face interviews 775 respondents One-month measurement period October 2015 to November 2015 General respondent criteria Male and Female 13 – 55 y.o and SEC ABC
  4. 4. 4© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Youth group consume light topic such as entertainmen. Getting older, the preference shifts into more serious topics Urban Indonesians consume a good mix of news and information contents. However, Entertainment and Social Issues are the two most popular contents Multi media news consumption is observed. Smartphone and TV are two key media to gain information. Summary of Online News Consumption 81% of Indonesian urban society keep track on news and information regularly. 96% 91% 31% 15% 10% Smartphone Television News paper Radio Computer 73% 70% 49% 48% 32% 30% Entertain ment Social Issues Politic and Government Sports Religion Science and Technology Who is the online news consumer ? More From SES A 33-42 years old More From Male Youth group consume light topic Getting older, the preference shifts into more serious topics Females are more into entertainment and beauty & contents. While males favor social issue, politics and sports
  5. 5. 5© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Summary of Online News Consumption Online news consumption on Sunday tends to be different than that of Weekdays or Saturday. Weekdays 12 – 15 PM Weekdays 12 – 18 PM Weekdays 12 – 21 PM 97% Smartphone Smartphone is seen as main device for acessing online news 16% Office PC Laptop 13% Tablet 6% Daily Basis 24% Weekly Basis 60% Monthly Basis 16% A sizable proportion of urban Indonesians access online news on a daily basis Who is daily user of online news..? Urban Indonesians usually land in multi-content channels. 83% Multi-content channel Which channel are they used..? Search Engine 31% Channel in same domain 28% Social Media 24% Website Homepage 10% Pathway into Online news may originate from search engine or other channels in the domain...
  6. 6. 6© GfK 2016 | Online News Consumption Study Indonesia | December 2015 The majority of urban Indonesians follow news regularly … but there has been a shift in the way news is consumed
  7. 7. 7© GfK 2016 | Online News Consumption Study Indonesia | December 2015 News in your pocket – Smartphone has become the primary media to access News. Online news prevails. Source : Consumer Survey ( A1, A1.1, A1.2, and N1) | Base : 755 81% of urban Indonesians keep track on news and information regularly 96 91 31 15 10 10 8 8 6 5 Which media are used to get information ? Smartphone Television News paper Radio Computer Laptop Cellular Phone Tabloid Tablet Magazine Figure in percentage Multi media news consumption is observed. Smartphone and TV are two key media to gain information.
  8. 8. 8© GfK 2016 | Online News Consumption Study Indonesia | December 2015 To optimize news consumption by different media, we need to pay attention to day-part behavior Source : Consumer Survey ( A1, A1.1, and A1.2) Always on during waking hours! Smartphone 1 16 15 17 18 20 12 0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h Evening prime time plus early morning Television 2 16 9 8 15 29 21 0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h Early morning to kick off the day Newspaper 40 33 16 4 5 2 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h In the morning – likely when commuting Radio 3 27 17 15 11 16 13 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h Desktop is used form morning to afternoon due to work purposes Desktop 1 16 15 17 18 20 12 0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h Similar with smartphone, cellular phone is used along the day Cellular Mobile 2 15 16 16 17 24 11 0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h Tabloid peaks at lunch time Tabloid 18 16 28 20 13 6 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h Mimic TV behavior Personal Laptop 1 11 11 11 16 30 18 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h Base : 727 Base : 690 Base : 234 Base : 117 Base : 65 Base : 63 Base : 58 Base : 46 Figure in percentage
  9. 9. 9© GfK 2016 | Online News Consumption Study Indonesia | December 2015 SES A SES B SES C Male Female 13-22 yrs old 23-32 yrs old 33-42 yrs old 43-52 yrs old 3 -4 1 1 -3 -2 5 0 16 42 41 28 39 22 11 55 45 Who are the online news consumers? Source : Consumer Survey (N2 and N4) Sosio Economic Class Age Group Gender 3 2 -4 5 -1 -2 3 1 -3 -1 -2 4 -1 9 -9 10 -10 6 -6 Online News User Online News Via Apps Online News Via Website n = 233 n = 162 n = 101 Total Respondents n = 755 Figure in percentage Figure is showing the comparison to total respondent Online news users skew to those aged 33 – 42 years old and higher SES. Gender also matters. Male appears to consume online news more than female.
  10. 10. 10© GfK 2016 | Online News Consumption Study Indonesia | December 2015 There is no such thing as one-news-fits-all. Consumer segments matter when it comes to contents.
  11. 11. 11© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Urban Indonesians consume a good mix of news and information contents. Overall, there are no predominant contents. Source : Consumer Survey (N3 ) | Base : 233 73 70 49 48 32 30 29 26 25 20 19 Entertain ment Social Issues Politic and Government Sports Religion Science and Technology Beauty and Fashion Education and Parenting Business and Economy Travelling Hobbies Figure in percentage However, Entertainment and Social Issues are the two most popular contents Online news topic regularly followed
  12. 12. 12© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Entertainment (incl. music, TV and movies) Social Issue Politic and government Sports Religion Science and Technology Beauty and Fashion Education or Parenting Business and Economy Travelling Hobbies Age matters: content preference varies by age group Source : Consumer Survey (N3 ) 60 58 49 48 32 30 29 26 25 20 19 11 -12 -12 1 -13 -1 3 -3 -4 -2 3 -4 0 0 0 -8 -4 -1 -2 4 3 3 0 10 6 4 13 0 -2 2 0 0 -6 -6 9 13 -10 26 12 4 7 0 -8 2 13 – 22 years old 23 – 32 years old 33 - 42 years old 43 - 52 years old n = 62 n = 87 n =60 n =24* Total Respondents n = 233 Figure total respondents is in percentage Age group figure is showing the comparison to total respondent Youth group consume light topic such as entertainmen. Getting older, the preference shifts into more serious topics such as politic, social issue, religion, and parenting Online news topic regularly followed
  13. 13. 13© GfK 2016 | Online News Consumption Study Indonesia | December 2015 News preference is also influenced by gender. Source : Consumer Survey (N3 ) Entertainment (incl. music, TV and movies) Social Issues Politic and government Sports Religion Science and Technology Beauty and Fashion Education or Parenting Business and Economy Travelling Hobbies 60 58 49 48 32 30 29 26 25 20 19 -6 6 11 18 1 2 -22 -4 7 -2 -12 9 -10 -20 -34 -2 -5 39 6 -12 3 10 Total Respondents n = 233 Male n = 149 Female n = 84 Females are more into entertainment, beauty & fashion contents. While males favor social issue, politics and sports Online news topic regularly followed Figure total respondents is in percentage Age group figure is showing the comparison to total respondent
  14. 14. 14© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Online news is mostly consumed in weekly basis. Mid-day is the peak time of consumption.
  15. 15. 15© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Overall, across devices, online news consumption on Sunday tends to be different than that of Weekdays or Saturday. Source : Consumer Survey (N6) 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h 1% 11% 14% 26% 17% 17% 14% Time Period in Weekdays Online news consumption increases from morning to noon. Peak time is around 12 – 15 PM. 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h 2% 9% 12% 26% 17% 17% 14% Time Period on Saturday Saturday has similar consumption pattern with weekdays. Peak time is, around 12 – 18 PM 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h 0% 8% 10% 21% 23% 15% Time Period on Sunday Sunday shows differences. Compared to other days, it has longer peak time, from 12 to 21 PM. 23% Figure in percentage
  16. 16. 16© GfK 2016 | Online News Consumption Study Indonesia | December 2015 1 10 15 18 19 22 14 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h Time to consume online news has to do with the media device used Source : Consumer Survey (F1, F2, F3, and F4) Mid morning to afternoon should be optimized for office PC, while evening time is for smartphone and personal PC. Interestingly, towards midnight there is a high proportion of tablet usage for news consumption. of users acess online news through smartphone 97% Time usage (in percent usage per timeslot) Base :226 0 5 39 27 24 4 1 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h of users acess online news through office PC Time usage (in percent usage per timeslot) Base :32 3 8 17 14 11 31 13 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h of users acess online news through personal laptop Time usage (in percent usage per timeslot) Base :26* 0 7 9 9 22 28 24 0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h of users acess online news through tablet Time usage (in percent usage per timeslot) Base :15* 16% 13% 6% Figure in percentage
  17. 17. 17© GfK 2016 | Online News Consumption Study Indonesia | December 2015 A sizable proportion of urban Indonesians access online news on a daily basis Source : Consumer Survey (N6) Daily basis Consuming online news once in a day to several times a day 24% Weekly basis Consuming online news once in a week to 4-6 times in a week 60% Monthly basis Consuming online news once in a month to 2-3 times in a month 16% … Although many access online news less frequently How often do they acess online news?
  18. 18. 18© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Frequent news consumers typically hail from SES A, older age group and, to a lesser extent, males Source : Consumer Survey (N6) | *small base 40 19 20 42 67 61 19 13 19 SES A SES B SES C Higher SES has higher frequency to consume online news. Base : 45 Base : 100 Base : 90 18 27 19 38 63 57 62 54 19 16 19 8 13-22 YO 23-32 YO 33-42 YO 43-52 YO Highest daily users among 43-52 years old group Base : 62 Base : 87 Base : 61 Base : 25* 27 18 59 61 14 21 Male Female Daily news consumers tend to skew to Males Base : 151 Base : 84 Monthly user Weekly user Daily User Figure in percentage How often do they acess online news?
  19. 19. 19© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Base Religion 74 Business and Economy 59 Politic and government 114 Social Issue 164 Entertainment (incl. music, TV and movies 169 Sports 111 Science and Technology 69 Education or Parenting 60 Beauty and Fashion 68 Hobbies 44 Travelling 46 News contents need to be refreshed differently 31 29 26 23 21 20 19 16 15 15 14 52 57 57 57 61 63 58 60 61 49 55 17 14 17 20 18 17 23 24 24 37 31 Monthly userWeekly userDaily User % frequency of acess online news topic Source : Consumer Survey (N3 and N6) Religion, Business and Economy, Politics and Social issues more in daily basis. While, Entertainment, Sports, Science, Education, and Fashion in weekly basis.
  20. 20. 20© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Multi-content channel is the main choice of online news users. The role of search engine to build their pathways is essential.
  21. 21. 21© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Source : On-device Measurement | Base : 9.342.961 (online population in 5 large cities covered by GXL) Urban Indonesians usually land in multi-content channels. online news user acess multi-content channels acessing through specific- content channels 83% 17% Channel for Accessing Online News
  22. 22. 22© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Source : On-device Measurement | Base : 9.342.961 (online population in 5 large cities covered by GXL) Pathway into Online news may originate from search engine, other channels in the domain, social media or other referral sites News discovery is a combination of active efforts (search or website visit) and referrals to from other channels, social media or other sources. Search Engine 31% Channel in same domain 28% Social Media 24% Website Homepage 10% Others 7% *others including : blog google others MDK.TO Goo.gl googleweblight.com
  23. 23. 23© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Advertisers should pay attention to how ads are presented to the target audience – some ad delivery modes annoy the audience
  24. 24. 24© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Source : Consumer Survey (AO2) | Base : 755 Users are most annoyed by intrusive ads, targeting ads and mobile ads. While they are more receptive to e-mail ads and search engine ads. 1 Intrusive Ads 2 Targeting Ads 3 Mobile Ads 4 Floating Ads 5 Display Ads 6 Pre Roll Video Ads 7 Youtube Ads 8 Social Media Ads 9 Search Engine Ads 10 E-mail Ads How online ads are ranked according to their annoyance level
  25. 25. 25© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Executive Summary
  26. 26. 26© GfK 2016 | Online News Consumption Study Indonesia | December 2015 Multi-content channel is seen as the main starting point, i.e. to get updated national news. Content-specific channels are more to get information related with lifestyle. celebrities, and sports How do they acess it? • Acessing online news through smartphone relatively stable across day-parts • PC is mainly used during working hours, while Laptop and Tablet have peak time in the evening Smartphone is the main media to acess online news, followed by office PC and personal laptop • Politic, social issue, religion, technology and business topic are consumed more by male, higher SES, and older segment • Entertainment and lifestyle are more for female, lower SES, and youth • Politic and social issues are consumed on a daily basis, while entertainment more for weekly or monthly consumption. • Online news consumption is higher among by 33 – 42 yrs old and higher SES • Compared to females, males consume more of online news. When do they acess online news? What devices are they used to acess online news? What are the topic they looking for? Who are the online news users?
  27. 27. 27© GfK 2016 | Online News Consumption Study Indonesia | December 2015
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Baidu Indonesia Research by GfK to capture consumption behaviour of Indonesia user from online news perspective.

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