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Chat App Usage In Indonesia

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37% Indonesian internet population spend more than 4 hours per day on chat apps

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Chat App Usage In Indonesia

  1. 1. STUDY ABOUT CHAT APP USAGE IN INDONESIA BY DI-MARKETING (www.di-onlinesurvey.com) Oct, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about the usage of Indonesian user toward chat apps (OTT)  Methodology: Online survey  Fieldwork time: 10 days (15/08/2016 to 25/08/2016)  Sample size: N = 1400  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • BBM, Facebook messenger, Whatsapp and Line are the most well-known chat apps • BBM is used the most frequent (42%) • Chatting and send photos are top 2 activities used most frequently • 94% satisfied with their current chat apps and messaging is the most satisfying feature • By decreasing ads and improving connection ability in low-speed internet condition, brands can make their customers more satisfied • 37% spend more than 4 hours / day on chat app • 52% care about ad content on chat app • 56% of them who care about the ad content click on ads 1-3 times/day • 4 pm ~ 11 pm is the most suitable time frame for advertising activities through chat apps
  4. 4. 3 VIETNAM VS. INDONESIA KEY FINDING VIETNAM INDONESIA Most well-known chat apps Zalo, Facebook Messenger and Viber BBM, Facebook Messenger, Whatsapp, Line Market leader Facebook Messenger (42%) BBM (42% share) Most satisfied feature Messaging Messaging Satisfaction 94% satisfied with current chat app 94% satisfied with current chat app Need to improve Connection ability in low-speed internet condition Many ads and Connection ability in low-speed internet condition Ads attraction 37% users care about the ads on their chatting apps 52% users care about the ads on their chatting apps Click on ads frequency 1-2 times/day (40%) 1-2 times/day (38%) Suitable time frame for advertising 8 pm ~ 11 pm 4 pm ~ 11 pm
  5. 5. 4 N = 1400 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 10% 16% 26% 35% 13% Above 35 31-35 26-30 18-25 Under 18 50% 3% 6% 6% 16% 19% Others Medan Bandung Surabaya Bodetabek Jakarta 2% 2% 3% 3% 15% 21% 27% 28% Engineer/Doctor/Teacher Others Job seeker/Retired Factory Worker Self-employed Officer Housewife Student 45% 55% Male Female
  6. 6. 5 BBM, FACEBOOK MESSENGER, WHATSAPP AND LINE ARE TOP 4 CHAT APPS KNOWN THE MOST ACROSS ALL AGE GROUPS Do you know any chat apps listed below? (by age) N = 1400 6% 3% 22% 28% 30% 40% 51% 53% 57% 89% 90% 90% 94% Others Couple Telegram Bee Talk Google Hangout Snapchat Kakao Talk Skype We Chat Line Whatsapp Facebook messenger BBM (BlackBerry Messenger) Total 10% 3% 16% 24% 32% 38% 39% 40% 46% 76% 71% 84% 88% Under 18 4% 2% 20% 28% 25% 35% 49% 50% 61% 93% 93% 93% 94% 26-30 3% 5% 23% 26% 23% 32% 54% 50% 54% 92% 94% 92% 92% 31-35 1% 2% 24% 16% 23% 26% 50% 53% 50% 85% 94% 90% 95% Over 35 8% 4% 25% 33% 38% 51% 56% 60% 62% 91% 92% 90% 96% 18-25 N = 184 N = 496 N = 362 N = 221 N = 137
  7. 7. 6 AGAIN, BBM, FACEBOOK MESSENGER, WHATSAPP AND LINE ARE TOP 4 CHAT APPS KNOWN THE MOST THROUGHOUT THE COUNTRY Do you know any OTT apps listed below? (by city) 6% 3% 22% 28% 30% 40% 51% 53% 57% 89% 90% 90% 94% Others Couple Telegram Bee Talk Google Hangout Snapchat Kakao Talk Skype We Chat Line Whatsapp Facebook messenger BBM (BlackBerry Messenger) Total 3% 5% 25% 29% 35% 46% 56% 57% 61% 92% 94% 92% 94% Jakarta 3% 3% 26% 30% 26% 41% 54% 56% 57% 93% 95% 92% 96% Bodetabek 2% 2% 20% 21% 24% 31% 50% 50% 55% 88% 92% 88% 87% Surabaya 5% 2% 31% 30% 33% 58% 57% 59% 59% 86% 89% 83% 93% Bandung 8% 3% 19% 28% 29% 36% 48% 49% 56% 88% 87% 90% 94% Others N = 1400 N = 268 N = 223 N = 86 N = 83 N = 740
  8. 8. 7 Under 18 group use less chat apps than other groups 97% USE MORE THAN 1 CHAT APPS ON THEIR SMARTPHONE How many chat apps are you using on your smartphone? 34% 21% 42% 34% 33% 28% 25% 19% 21% 33% 28% 21% 23% 27% 21% 20% 26% 28% 14% 23% 14% 10% 12% 20% 3% 10% 3% 2% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 31-35 Over 35 1 2 3 4 More than 4 N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  9. 9. 8 UNDER 18 – 30 GROUP USES BBM THE MOST WHILE OVER 30 GROUP PREFERS WHATSAPP Which chat apps are you installed on your smartphone? (by age) 3% 0% 2% 5% 6% 7% 8% 10% 11% 68% 74% 75% 87% Others Couple Bee Talk Kakao Talk Telegram Google Hangout Snapchat We Chat Skype Facebook messenger Line Whatsapp BBM (BlackBerry Messenger) Total 7% 1% 1% 2% 4% 5% 6% 5% 5% 62% 59% 35% 79% Under 18 4% 0% 3% 6% 7% 9% 12% 11% 11% 66% 79% 76% 89% 18-25 3% 0% 3% 6% 4% 6% 6% 11% 10% 75% 78% 82% 91% 26-30 2% 1% 2% 5% 6% 5% 5% 8% 14% 67% 75% 86% 85% 31-35 0% 1% 1% 6% 6% 5% 3% 11% 11% 61% 64% 86% 79% Over 35 N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  10. 10. 9 BBM is preferred by Under 18 - 30 while Over 30 preferred Whatsapp BBM IS USED THE MOST FREQUENT Which chat app do you use most frequently? (by age) 1% 0% 0% 0% 0% 0% 12% 17% 27% 42% Others We Chat Google Hangout Kakao Talk Skype Telegram Facebook messenger Line Whatsapp BBM (BlackBerry Messenger) Total 1% 0% 1% 0% 1% 0% 24% 20% 6% 48% Under 18 0% 0% 0% 0% 0% 0% 9% 23% 23% 44% 18-25 1% 0% 0% 0% 0% 1% 12% 14% 28% 46% 26-30 1% 0% 0% 0% 0% 0% 8% 9% 42% 39% 31-35 0% 1% 0% 0% 0% 0% 15% 12% 47% 26% Over 35 N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  11. 11. 10 BBM GAINS HIGHEST BRAND AWARENESS AS WELL AS USED THE MOST Which chat apps do you know? Which chat apps do you use the most ? N = 1400 94% 90% 90% 89% 57% 53% 51% 40% 30% 28% 22% 3% 6% 42% 12% 27% 17% 0% 0% 0% 0% 0% 0% 0% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Usage
  12. 12. 11 BBM GAINS HIGHEST BRAND AWARENESS AS WELL AS GAINS HIGHEST SHARE Low Low High High Which chat apps do you know? What chat app do you use the most frequent? Usage Awareness N = 1400 BBM (BlackBerry Messenger) Facebook messenger Whatsapp Line
  13. 13. 12 CHATTING AND SEND PHOTO ARE TOP 2 ACTIVITIES USED MOST FREQUENTLY Which are 3 top activities do you use most frequent? 1% 16% 20% 23% 22% 30% 29% 35% 34% 42% 58% 84% Others Watch video Find friends/ Make friends Video Call Voice Messages Online shopping Follow, update sharings of friends, relatives Phone Call Read news Update status Send Photo Chatting Total 1% 13% 32% 17% 20% 13% 36% 23% 37% 34% 45% 83% Under 18 1% 20% 21% 25% 29% 32% 35% 37% 38% 47% 59% 90% 18-25 0% 15% 16% 27% 18% 36% 26% 34% 28% 46% 60% 81% 26-30 1% 12% 18% 19% 20% 31% 23% 40% 26% 40% 62% 82% 31-35 0% 10% 12% 16% 13% 26% 15% 36% 42% 30% 58% 78% Over 35 N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  14. 14. 13 BBM / Whatsapp = Chatting + Send Photos + Easy to use CHATTING IS FEATURE THAT USERS FEEL SATISFIED THE MOST Which feature do you feel satisfied the most about your chat app? N = 1400 0% 11% 19% 20% 20% 21% 23% 24% 24% 27% 27% 30% 35% 41% 43% 46% 56% 57% 72% Others Many interesting games Secured personal information Find friends/ Make friends No junk Ad Follow, sharing updates from friends,… Can connect to other social networking… Read news Voice message Video Call Make friend selectively Stable Connection Update status Diversity in emoticons Convenience in group chatting Call Easy to use Send photos Chatting Total 0% 8% 16% 18% 10% 22% 22% 20% 26% 26% 28% 23% 46% 40% 36% 42% 53% 53% 73% BBM 0% 6% 21% 15% 35% 15% 17% 18% 24% 20% 21% 40% 23% 35% 52% 52% 63% 66% 74% Whatsapp N = 593 N = 384
  15. 15. 14 LINE IS HIGHLY APPRECIATED FOR DIVERSITY IN EMOTICONS Which feature do you feed satisfied the most about your chat apps ? N = 1400 0% 11% 19% 20% 20% 21% 23% 24% 24% 27% 27% 30% 35% 41% 43% 46% 56% 57% 72% Others Many interesting games Secured personal information Find friends/ Make friends No junk Ad Follow, sharing updates from friends,… Can connect to other social networking… Read news Voice message Video Call Make friend selectively Stable Connection Update status Diversity in emoticons Convenience in group chatting Call Easy to use Send photos Chatting Total 1% 24% 22% 24% 26% 27% 29% 39% 27% 45% 32% 31% 31% 59% 53% 57% 57% 62% 77% Line 1% 12% 18% 30% 15% 25% 34% 31% 13% 21% 30% 26% 32% 27% 30% 34% 49% 46% 57% Facebook messenger N = 237 N = 171 Line = Chatting + Send Photos + Diversity Facebook messenger = Chatting + Send photo + Easy to use
  16. 16. 15 OVERALL, 94% ARE SATISFIED WITH THEIR CURRENT CHAT APPS How do you feel with your current chat app? Facebook messenger gains highest top box consumers’ satisfaction level with 53% 6% 7% 3% 5% 7% 50% 40% 47% 53% 53% 44% 53% 51% 43% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Facebook messenger Line Whatsapp BBM (BlackBerry Messenger) Totally Satisfied Satisfied Normal N = 1400 N = 171 N = 237 N = 384 N = 593
  17. 17. 16 ABOUT 9% ARE LOYAL WITH THEIR CURRENT CHAT APP BRAND What is your usage intention toward your current chat app (app used the most) ? Facebook messenger owns highest ratio of loyal users (13%) 0% 1% 0% 0% 0% 29% 30% 30% 29% 28% 44% 42% 44% 43% 46% 18% 14% 16% 21% 19% 9% 13% 10% 7% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Facebook messenger BBM (BlackBerry Messenger) Whatsapp Line I will use this chat app only I will prefer using this chat app in priority I will continue using this chat app, but I'll try others in the future I will use this chat app in parallel with other I will switch to other chat apps N = 1400 N = 171 N = 237N = 384N = 593
  18. 18. 17 LINE GAINS HIGHEST SATISFACTION WHILE FACEBOOK MESSENGER GAINS HIGHEST LOYALTY Low Low High High How do you feel with your current chat app? What is your usage intention toward your current chat app (app used the most) ? Loyalty Satisfaction N = 1400 Facebook messenger Line Whatsapp BBM
  19. 19. 18 BBM = Many ads + Unstable connection Whatsapp = Unstable connection + Can not transmit origin voice when calling BY DECREASING ADS AND IMPROVING CONNECTION ABILITY, BRANDS CAN MAKE THEIR USERS MORE SATISFIED Is there anything make you feel unhappy about your current chat app? 5% 2% 9% 11% 16% 19% 24% 37% 40% Others Unfriendly user interface Unsecured personal information Do not support animated picture Few emoticons Many spams Can not transmit your origin voice when calling Unstable connection Many ads Total 2% 2% 7% 8% 14% 20% 21% 37% 60% BBM 7% 1% 10% 18% 22% 11% 31% 30% 20% Whatsapp N = 1400 N = 593 N = 384
  20. 20. 19 Line / Facebook messenger = Many ads + Unstable connection Is there anything make you feel unhappy about this chat app? BY DECREASING ADS AND IMPROVING CONNECTION ABILITY, BRANDS CAN MAKE THEIR USERS MORE SATISFIED 5% 2% 9% 11% 16% 19% 24% 37% 40% Others Unfriendly user interface Unsecured personal information Do not support animated picture Few emoticons Many spams Can not transmit your origin voice when calling Unstable connection Many ads Total 9% 1% 11% 8% 11% 28% 27% 41% 32% Line 2% 4% 12% 11% 17% 22% 19% 43% 32% Facebook messenger N = 1400 N = 237 N = 171
  21. 21. 20 Will you recommend this chat app to others? 86% WILL INTRODUCE THEIR CURRENT CHAT APP TO OTHERS Line owns highest top box recommendation level with 56% 13% 12% 15% 11% 15% 1% 1% 0% 1% 1% 35% 31% 30% 36% 38% 51% 56% 56% 52% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Line Facebook messenger Whatsapp BBM (BlackBerry Messenger) I will recommend definitely I will recommend I will not recommend I may recommend or not N = 1400 N = 171N = 237 N = 384 N = 593
  22. 22. 21 By which devices do you usually use OTT app? 97% USERS USE CHAT APPS ON SMARTPHONE 13% 20% 97% Tablet Computer/Laptop Smartphone Total 8% 24% 97% Under 18 12% 26% 98% 18-25 13% 13% 98% 26-30 15% 14% 97% 31-35 14% 26% 96% Over 35 N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  23. 23. 22 3% 3% 2% 4% 2% 2% 30% 24% 35% 32% 26% 24% 23% 34% 23% 22% 19% 18% 13% 24% 12% 8% 10% 19% 21% 7% 17% 23% 34% 24% 10% 8% 11% 10% 10% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 31-35 Over 35 6am- 10am 10am-1pm 1pm- 4pm 4pm- 8pm 8pm- 11pm 11pm- 6am Which time frame do you often use chat apps? 53% OFTEN USE CHAT APPS AT 4 PM – 11 PM N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  24. 24. 23 How much time do you spend on chat apps per day? 37% MORE THAN 4 HOURS PER DAY ON CHAT APP 37% 21% 44% 40% 33% 30% 10% 11% 8% 11% 10% 7% 13% 15% 13% 12% 12% 14% 14% 20% 15% 11% 11% 18% 19% 22% 15% 17% 23% 23% 8% 11% 6% 7% 11% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 31-35 Over 35 Under 30 minutes 30 minutes - 1 hours 1 - 2 hours 2 - 3 hours 3 - 4 hours More than 4 hours N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137 44% of 18~25 group spend more than 4 hours/day on chat app
  25. 25. 24 Do you care about ad content on these chat apps? 52% CARE ABOUT AD CONTENT ON CHAT APPS N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137 48% 54% 49% 43% 47% 48% 52% 46% 51% 57% 53% 52% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 31-35 Over 35 Yes No
  26. 26. 25 Do you care about ad content on these chat apps? How many ads do you click per day? 56% USERS WHO CARE ABOUT AD CONTENT HAVE CLICKED ON ADS ABOUT 1-3 TIMES PER DAY N = 722 N = 81 N = 252 N = 205 N = 115 N = 69 12% 19% 11% 12% 10% 16% 38% 31% 39% 37% 36% 49% 18% 23% 13% 22% 17% 13% 13% 9% 13% 13% 15% 12%7% 5% 9% 6% 11% 4% 2% 1% 1% 2% 3% 1%10% 12% 13% 8% 8% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 31-35 Over 35 More than 6 times 5-6 times 4 - 5 times 3 - 4 times 2 - 3 times 1 - 2 times Less than once
  27. 27. 26 SINCE CHAT APPS HAVE BECOME MORE POPULAR, SMARTPHONE USERS SEND MORE FOR 3G TO USE THESE APPS Since you have used chat apps, which activities below do you spend money on the most ? 2% 2% 2% 2% 2% 1% 4% 8% 4% 2% 4% 4% 15% 8% 15% 16% 21% 14% 79% 83% 78% 80% 74% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 31-35 Over 35 Internet 3G package Call Message Others N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
  28. 28. 27 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  29. 29. 28 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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