Indonesian Blogger Survey 2009

A Closer Look at Indonesian Bloggers Indonesia Blogger Survey 2009 Key Findings

2009 Indonesia Blogger Survey The 2009 Indonesia Blogger Survey is an online survey carried out by IndoPacific Edelman and Blogfam It is designed to take a closer look at the profiles of Indonesian bloggers Research period: October 2008 – February 2009 219 bloggers (members and non-members of Blogfam) participated IndoPacific Edelman also interviewed 7 prominent bloggers 45% of bloggers live in the Greater Jakarta area, while the rest are spread over other areas in Indonesia, such as Sumatra, Java, Kalimantan, Sulawesi, Bali, and Papua, as well as overseas

Key Findings Bloggers trust other Bloggers have strong bloggers when presence in social looking for media information Bloggers have low Intensity and interest in monitoring frequency of blogging their own blogs as increase over time well as identifying their blogs’ level of influence

“Blogging is a journey for bloggers to find their passions.” (Enda Nasution) Indonesia Blogger Survey WHO & WHY

Facts & Figures 21-25 26-30 31-35 36-40 > 41 Age 11% 30% 20% 23% 15% Marital status Married, no children 5% Married with children Single 33% 62% Gender Male Female 67% 33% Base: all respondents

Facts & Figures Post Graduate Education < High School College University or higher 23% 14% 51% 13% Professions Freelancers and College students Full time employees Professionals entrepreneurs 22% 38% 13% 24% Base: all respondents

Most bloggers are relatively new Years of blogging 5 and Below 1 above 12% 4 8% 16% 61% have been 1 blogging for 2 24% years or less 3 15% 2 25% Base: all respondents Q: How long have you had a blog? (in years)

But they are active Time spent blogging in one week >10 hours <1 hour 11% 12% No differences between length of >10-15 hours years blogging and 10% time spent for blogging >5-10 hours 12% 1-5 hours 55% Base: all respondents Q: On average, how many hours a week do you spend blogging??

And have a strong presence in social media Social networks Friendster 85% Facebook 76% Multiply 60% Mailing lists 51% Plurk 40% Hi5 23% On average, bloggers are registered with 3 to 4 social Twitter 21% networking sites MySpace 19% LinkedIn 18% Most frequently used feature: Journal/blog/notes Live journal 6% (46%) Base: all respondents Q: Of the online community networks listed below, which one are you registered on?

Blogging is very personal Initial reason for blogging Current reasons for blogging 65% 62% 60% Personal-related Business-related 54% 53% activities activities 52% 44% 44% 25% 23% 14% 10% 9% 9% 9% 8% 8% 6% Sharing Speak my mind Channeling Personal Sharing updates Meeting people Developing Becoming full Earn money experience/ writing hobby documentation on personal life with same online business time blogger from advertising knowledge with w friends/family hobby/interests others Base: all respondents Q: When you first decided to start a blog, what were your main reasons? And you are now writing to… (You may choose a maximum of 5 options)

Nearly 50% bloggers subscribed to other blogs via RSS Feed Blogs subscribed through RSS Feed Individual/collaboration blogs (76%) Yes News portals (10%) 41% Community blogs (5%) Blogger networks/aggregator (4%) No 59% Others (3%) Base: all respondents Corporate blogs (0.5%) Base: respondents who subscribed to blogs via RSS Feed Q: Do you subscribe to the RSS Feed of certain blogs/websites? What are the blogs/websites?

Transformation in blogging Insights from in-depth interviews with influential bloggers Personal Sharing mechanism documentation with others Personal notes Personal branding Spontaneous Experience-based writing opinion articles Personal space Public space

“We are in a period of reform – from a visual to reading/writing society … one future trend will be to see more blogs about serious topics *more than personal+.” (Romi Satrio Wahono) Indonesia Blogger Survey WHAT THEY WRITE

Content: It's all about me Hobby-related topics 78% Personal life story 67% Work-related topics 39% Personal opinion on current issues (outside 23% politics) Scientific analysis on certain issues 14.2% No differences in the Personal opinion on current political issues 12.3% Top 3 Blog Contents between bloggers who Commercial info/online business 10.0% are parents, married without children, or Entertainment 6.4% single Product/program review 6.4% Base: all respondents Q: Which of the statements below best describes your blog content? Please choose a maximum of 3 answers.

Topics written by bloggers Social and human interest 34% Technology 33% Entertainment 31% Traveling 28% Religious/spiritual 21% Politics 16% Bloggers who are married without Culinary 13% children have a greater interest in politics and Health 10% science-related topics Base: all respondents Q: Which topic do you usually discuss on your blogs? Please choose a maximum of 3 answers.

Influence of marital status in reasons for blogging Married w/children Married no children Single 63% 64% Personal-related Business-related 62% 60% activities activities 58% 56% 50% 51% 50% 46% 43% 40% 25% 22% 20% 20% 16% 14% 12% 10% 9% 10% 10% 7% 7% 7% 3% Sharing Speak my mind Channeling Personal Sharing updates Meeting people Developing Becoming full Earn money experience/ writing hobby documentation on personal life with same online business time blogger from advertising knowledge with w friends/family hobby/interests others Base: all respondents Q: When you first decided to start a blog, what were your main reasons? And you are now writing to… (You may choose a maximum of 5 options)

Do children matter for bloggers? Bloggers’ preference and postings differ between those with and without children Bloggers who are married without Bloggers who are parents children • Use blogs for personal • Use blogs to generate income and documentation share updates on personal life with • Are more likely to talk about social friends/family and human interest issues • Are more likely to write about traveling and science-related topics

Most female bloggers like posting light information such as entertainment and traveling Male (n=125) Female (n=61) 44% 41% 35% 31% 31% 27% 28% 26% 26% 19% 19% 9% 9% 10% Technology Social and human Entertainment Traveling Politics Spiritual Personal stories interest Base: all respondents Q: Which topic do you usually discuss on your blogs? Please choose a maximum of 3 answers.

Mars vs. Venus Male bloggers Female bloggers • Blogging mostly to share • Blogging mostly to channel knowledge/experience their writing hobby • More into technology-related • Like posting light information postings (entertainment and personal • Also interested in stories) entertainment-related topics • Mostly search for traveling • Registered in 2-3 SNS and culinary-related topics • Prefer to check email and • Registered in 2-3 SNS access content-sharing • Prefer to check email and websites in limited online access SNS in limited online session session • More likely to monitor their • Pay less attention to their blogs’ traffic blogs’ traffic

What bloggers say about bloggers, social media & corporate blogs Insights from in-depth interviews with influential bloggers “Citizen journalism is not yet trusted, because we don’t have any standard for posting information online.” (Wicaksono) “We are not used to having independent thoughts and expressing our opinions... bloggers in smaller cities are less confident and reluctant to speak up.” (Enda Nasution) “Corporate blogs will experience stumbling blocks, as most corporations do not cultivate an open culture and freedom of speech, or are open for external inputs.” (Ady Permadi) “Corporations are starting to be aware of the influence of the social media. If they are ready to use the social media, then they have to be prepared for the consequences and will have to monitor the media.” (Pitra Satvika)

“Blogging changes over time. In the early days, we were happy when our postings were read. Now, we are more enthusiastic about writing. When we find something unique, we share. ” (Bayu Amus) Indonesia Blogger Survey HOW OFTEN

Intensity increased in first year, then stabilized Intensity and frequency of blogging compared to years of blogging More Less Same 18% 16% 29% 42% 50% 56% 25% 30% 38% 27% 14% 22% 58% 54% 33% 31% 36% 22% < 1 year 1 year (n=41) 2 years 3 years 4 years 5 years and (n=21) (n=43) (n=27) (n=28) more (n=16)

Reasons for change in intensity & frequency Reasons for more • Need to share experiences • Wider network 42% • More spare time • Easier internet connection • Greater interest in blogging • Need to develop online business Reasons for less • Workload 29% • Lack of ideas • Limited internet connection • Bored • Occupied with other online activities / social media Q: Compared to when you were just started writing your blog, in what ways have the intensity and frequency changed?

Most bloggers actively update their blogs in the first 2 years 60% Rarely Often 56% 55% Often 50% 52% Often Rarely Often 44% 46% 42% 40% 30% 55% of all bloggers 20% often update their blogs 10% 0% < 1 year 1 year 2 years 3 years 4 years 5 years and more Base: all respondents Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)?

Updating blogs is opportunity-driven Reasons for updating blog Maintain blog Bloggers with 58% activity lower intensity rarely update Share latest their blogs 47% (59%) information Share interesting 43% information Respond to current Bloggers with 43% higher intensity events actively update their blogs Blogging is part of 21% • Often 59% routine activities • Very often 21% Base: all respondents Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)? What are your main reasons for updating your blog or adding a new entry to your blog?

“To me, blogging is done with passion and from the inside…so its success is not a concern.” (Wicaksono) Indonesia Blogger Survey SUCCESS METRICS

Monitoring of own blog Entrepreneurs (80%) and professionals (85%) have higher interest in monitoring their blog’s traffic Reasons for monitoring: Monitor 54% Curious about number of visitors (44%) “It’s not important Not to monitor my Curious about visitor monitor blogs.” (68%) preferences (29%) 46% Male (63%) Curious about visitor profiles (13%) “Don’t know Female (37%) how to do it.” Curious about influence of (12%) blog on visitors (7%) Base: all respondents Q: Do you intentionally monitor the traffic and page views of your blog? (please mention your reasons)

Success measures are quantitative Factors to measure blogs • Numbers of unique visitors 66% • Numbers of comments 56% • Numbers of RSS subscribers 18% Base: all respondents 39% think it’s not important to measure their blogs’ success Q: Please rank 3 things from the list below that you consider to be the top factors for measuring the success of your blog.

“Traditional media remain the more trusted sources of information because, unlike blogs, they are formal institutions.” (Romi Satrio Wahono) Indonesia Blogger Survey SOURCES OF INFORMATION

Trusted sources of information Newspapers 77% News portals 60% TV 57% “News portals are more trusted than blogs because bloggers lack Blogs 49% the resources to undertake proper research for their Community forums 32% postings.“ (Endah Sulwesi) Corporate websites 31% Traditional media Magazines 30% • Have reliable sources and research Mailing lists 25% • Provide more accurate info • Institutionalized Social networking sites 25% Blogs Radio 19% • From “a person like me” Tabloids 11% • Has detailed behind-the-scene info • More varied and creative in topics Base: all respondents • Free of “interests” Q: When searching for information, which type of media do you think are the most reliable for providing accurate information?

Topics searched & trusted blogs Technology 43% Social and human interest 37% Traveling 34% Entertainment 31% Religion/spiritual 21% Most bloggers tend to Culinary 18% search blogs that discuss the same topics as theirs Politics 15% Health 9.70% “We live in the world where everything is needed in real time. When you look for rumors, go to Sports 9% Kaskus. If you want more credible information, go to the online version of traditional media, then try Personal 7% the blogs for more detailed info.” (Romi Satrio Wahono) Base: all respondents Q: Which topic do you usually search from other blogs? For each topic that you chose for, please specify the most reliable blogs (provide most accurate/useful information)

Influence of blogs on readers “No easy way to determine the credibility of news in blogs, unless we know the blogger.” (Enda Nasution) Articles in my blog might be able to influence readers 37% to have the same opinion Other bloggers link to or quote my articles 30% Readers forward my articles to other people 29% Articles in my blog motivate readers to take action 28% Articles in my blog attract readers to subscribe 18% Q: In the following statements, you are required to provide a score for each statement based on your opinion about the level of influence of your blog (Top 4 Box)

What bloggers say about the influence of blogs & their role as endorsers Insights from in-depth interviews with influential bloggers “What most bloggers cannot do: be objective, undertake proper research and investment to develop stories, and obtain legal support.” (Enda Nasution) “Traditional media are highly influenced by advertisers, so blogs or online forums are more believable.” (Pitra Satvika) “As an academic and researcher, I have to be neutral and impartial – if I endorse certain parties, this will be a conflict of interests.” (Romy Satrio Wahono) “It’s okay for companies to pay bloggers as endorsers, as long as the bloggers are honest and inform readers that the postings are sponsored.” (Wicaksono)

2009 Indonesia Blogger Survey Thank You

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Indonesian Blogger Survey 2009

by IndoPacific Edelman

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