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The Story of the Indonesian Digital Consumer
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The Story of the Indonesian Digital Consumer

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  • 1. The Story of the Indonesian Digital ConsumerKerry J Brown, comScore, Inc. Twitter: @comScoreAPACVP, Southeast Asia @comScore
  • 2. comScore Global Leader in Measuring the Digital WorldNASDAQ SCORClients 1,900+ worldwideEmployees 1,000+Headquarters Reston, VA 170+ countries under measurement;Global Coverage 44 markets reportedLocal Presence 32+ locations in 23 countries © comScore, Inc. Proprietary. 2 V0411
  • 3. UDM Approach Leverages the Best of Panel & Server Data 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS AdvertisingTransactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties And, a behavioral cross-platform measurement capability 3 © comScore, Inc. Proprietary. V0411
  • 4. Snapshot: Indonesian Online Population © comScore, Inc. Proprietary. 4
  • 5. Sizing the Market There are 246 million Indonesians47 million (19%) Online via Home/ Work Computers 32 million access out of home © comScore, Inc. Proprietary. 5 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 vs. Jul-2011
  • 6. It’s all about volume in Indonesia! World’s Largest Internet Markets Unique Visitors (000) China 333,930 United States 188,478 Japan 73,466 India 57,838 Russia 56,924 Germany 51,600 Indonesia has 19% Online = Brazil 45,478 47 million! France 43,207United Kingdom 37,613 South Korea 31,005 © comScore, Inc. Proprietary. 6 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Augutst 2012
  • 7. Indonesia is the second fastest growing market in SE Asia Singapore India +14% +34% Philippines +11% Indonesia Malaysia +29% +9% Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012 © comScore, Inc. Proprietary. 7 vs. August 2011
  • 8. Indonesians: Online less frequently and for shorter periods of time But spend more time on social networking sites! Indonesian Internet User vs the Global 33 vs 561 in 3 vs1 in 5 DistinctMinutes Spent Visits to Social the Web Networking 16 vs 24 51 vs174 Number of Hours Online Spent Online Videos Viewed 1,300 vs 2,300 79 vs 121 Searches pages of content Performed consumed © comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/Work Location, Worldwide, Augustl 2012
  • 9. 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) © comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012 vs. August 2011
  • 10. Males are more likely to be Online than Females 2.4% 55+ 0.7% 5.5% 45-54 2.4% 10.6% 35-44 5.8% 15.9% 25-34 11.6%24% 15-24 21.1% © comScore, Inc. Proprietary. 10 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012 vs. August2011
  • 11. Despite International Sites Dominating, Strong Local Presence Top Sites 1524 © comScore, Inc. Proprietary. 11 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 12. Local Sports & Gaming Sites Most Effective – Men like to Play! Top Indexing Sites M1524 © comScore, Inc. Proprietary. 12 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 13. The Most Effective Sites for Women 1524K- Pop overshadows Socializing, Celebrity Gossip and Fashion © comScore, Inc. Proprietary. 13 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 14. 5 KEY TRENDS SHAPING THEDIGITAL LANDSCAPE SOCIAL NETWORKING E-COMMERCE ONLINE VIDEO MOBILE DIGITAL ADVERTISING © comScore, Inc. Proprietary. 14
  • 15. SOCIAL NETWORKING© comScore, Inc. Proprietary. 15
  • 16. Social Networking Near Saturation in Indonesia Social Networking % Reach of Social Networking Average Visitors Hours per VisitorPhilippines 96.0% Thailand 8.9Singapore 94.7% Philippines 8.0 Malaysia 94.2% Malaysia 5.6 Indonesia 92.6% Indonesia 4.9 Thailand 92.5% Singapore 3.7 Vietnam 86.3% Vietnam 3.7 © comScore, Inc. Proprietary. 16 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 17. Facebook and Twitter Lead Most SEA Markets Except Vietnam INDONESIA % Reach MALAYSIA % Reach Facebook.com 84.6% Facebook.com 86.6% Twitter.com 31.6% Twitter.com 16.0% Multiply.com 13.4% Digg.com 6.5% SINGAPORE % Reach PHILIPPINES % Reach Facebook.com 72.1% Facebook.com 94.3% Twitter.com 19.9% Twitter.com 25.5% LinkedIn.com 12.4% Multiply 12.0% THAILAND % Reach VIETNAM % Reach Facebook.com 87.4% ZING Me 58.7% Twitter.com 14.7% Facebook.com 49.4% Pantown.com 8.3% Yahoo! Profile 10.2% © comScore, Inc. Proprietary. 17 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 18. Emerging Social Networks: “Pinning” Takes off in Southeast Asia 100 90 PhilippinesTotal Unique Visitors (000) 80 Malaysia 70 Thailand 60 Indonesia 50 Singapore 40 Vietnam 30 20 10 0 Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 © comScore, Inc. Proprietary. 18 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 19. e-Commerce© comScore, Inc. Proprietary. 19
  • 20. Asia Pacific Falls Below the Global Average for Retail Visitation % Reach of Retail Category % Reach of Retail Category APAC by Global Region Taiwan 85.8% Japan 83.9% Worldwide 72.0% New Zealand 80.7% Vietnam 79.2%North America 88.6% Australia 72.7% South Korea 72.4% Europe 78.1% Hong Kong 70.0% Singapore 67.2%Latin America 70.6% Thailand 66.8% China 64.9% Asia Pacific 67.0% India 57.6% Indonesia 54.9% Middle East - Philippines 50.7% 51.2% Africa Malaysia 50.2% Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012 © comScore, Inc. Proprietary. 20
  • 21. But Indonesia seeing strongest growth Region Growth in Retail Category Visitors (000) Apr-11 Apr-12 +39% 6,932 +13% 5,922 5,2384,970 +21% +13% 3,150 2,596 1,968 2,216 Indonesia Malaysia Philippines Singapore © comScore, Inc. Proprietary. 21 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 22. Deal Sites Also Witnessing Significant Local Adoption Indonesia Thailand Malaysia Philippines © comScore, Inc. Proprietary. 22 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 23. ONLINE VIDEO© comScore, Inc. Proprietary. 23
  • 24. Online Video Viewers in Taiwan, Vietnam, Indonesia and the Philippines comScore Data Gems, August 2012 © comScore, Inc. Proprietary. 24
  • 25. Each month online video in Indonesia achieves the following: 8.8 M Unique Viewers 67% % Percent of Internet Audience 20 % Percent of Time Spent Online 456 M Total Videos Watched44,000 Total Hours 51.6 Average Videos per Viewer 5.8 Hours per Viewer August 2012 Video Metrix Data * comprised of Indonesia © comScore, Inc. Proprietary. 25
  • 26. Almost half of Users who watch Video online in Indonesia are 15-24 WEB VIDEO REACH 55+ 3% 45-54 18% 35-44 16% 25-34 27% 15-24 46% 15+ 67% Source: comScore Video Metrix, Indonesia August 2012 © comScore, Inc. Proprietary. 26
  • 27. Top Video Destinations in Indonesia: YouTube, VEVO & Facebook Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012 © comScore, Inc. Proprietary. 27
  • 28. YouTube Partner Channels Attract Loyal Following CHANNELS Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012 © comScore, Inc. Proprietary. 28
  • 29. comScore Video Metrix341,000 people in Indonesiawatched an averageof just 13 sport related videoseach in July 2012.source: comScore Video Metrix July 2012 © comScore, Inc. Proprietary. 29
  • 30. MOBILE© comScore, Inc. Proprietary. 30
  • 31. Although Tablets Account for More than 40% of non PC traffic in Malaysia, Philippines, Thailand, Mobile holds firm in Indonesia Share of Non-Computer Traffic by Market Mobile Tablet Other 9.4% 21.5% 39.3% 44.5% 42.8% 46.2% 90.2% 77.8% 58.9% 54.6% 49.5% 51.0%Singapore Malaysia Philippines Thailand Vietnam Indonesia © comScore, Inc. Proprietary. 31 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
  • 32. Is this where Indonesia will go?Cross-Device Consumption: Device Usage Differs Throughout Day Tablets rule PCs dominate the home working hours Smartphones bridge the gaps Weekday Share of Device Page Traffic in the Singapore Confidential and Proprietary 32 Source: comScore Device Essential, Week of May 14, 2012, © comScore, Inc. Proprietary. 32 Singapore
  • 33. Will mobile become the main way of accessing Social Networks as in US? Average Monthly Minutes per Visitor forSelected Mobile Social Networking Sites (U.S.) 441.3 145.6 114.4 Higher than Fixed Internet 68.4 52.9 Apps drove the majority of engagement, 12.9 representing 4 in every 5 mobile media minutes. © comScore, Inc. Proprietary. 33 Source: comScore Mobile Metrix 2.0,March 2012, U.S.
  • 34. DIGITAL ADVERTISING© comScore, Inc. Proprietary. 34
  • 35. There are many issues that are ‘holding digital back’ Ad clutter Poor visibilityDigital Advertising Needs a Reality Check Bad actors Glut of low quality gaming the inventory system © comScore, Inc. Proprietary. 35
  • 36. It’s mid-night…do you know how your ads are performing?  In-view  In geography  In brand safe environment  Removal of non-human trafficTogether, these insights enable more accurate ROI measurement
  • 37. vCE SE AsiaCharter Study Findings © comScore, Inc. Proprietary. 37
  • 38. Study Objective:Quantify incidence of sub-optimal ad delivery across key addelivery dimensions… VIEWABILITY GEOGRAPHY TARGET AUDIENCE DELIVERY LEVEL OF SAFETY NON-HUMAN TRAFFIC • Demographically • Behaviorally © comScore, Inc. Proprietary. 38
  • 39. The first industry study to bring 6 leading marketers together to validate online advertising delivery10 campaigns 9 countries347 million imps 329k sites © comScore, Inc. Proprietary. 39
  • 40. Across all campaigns, the average in-view rate was 58% or about 4 out of 10 ads weren’t seen © comScore, Inc. Proprietary. 40
  • 41. vCE Charter Studies Compared Viewability ASIA 58% CANADA 65% EUROPE 67% US 69%Results lower but compares equally with similarstudies done in the US, EU and Canada © comScore, Inc. Proprietary. 41
  • 42. Food & drink sites delivered strong in-view rates, whileparenting and sports sites delivered just 23% of ads in-view Percent of Ads Served In-View by Select Content Types 82% 71% 63% 61% 59% 57% 52% 45% 41% 40% 23% 23% 7% This variation across categories is typically due to site layout and page clutter © comScore, Inc. Proprietary. 42
  • 43. Wide Skyscrapers delivered the strongest in-view ratesbut there was significant variance across campaigns with arange of 42% to 94% in-view for this ad size Percent of A/Pac Ads Delivered In-View 76% by Ad Size Page location, 50% clutter and 48% size matters Wide Leaderboard Medium Skyscraper (728x90) Rectangle (160x600) (300x250) © comScore, Inc. Proprietary. 43
  • 44. vCE Improves Performance Measurement  Buyers = = 33% 20% conversion conversion rate rate People exposed to served adPeople exposed to validated ad impressionsimpressions Ad Effectiveness Studies that don’t use validated impressions understate branding & sales impact.
  • 45. 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. © comScore, Inc. Proprietary. 45
  • 46. 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. © comScore, Inc. Proprietary. 46
  • 47. Thank you!For a copy of today’s presentation, please emailpress@comscore.comKerry J Brown, comScore, Inc. Twitter: @comScoreAPACVP, Southeast Asia @comScore

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