Media Use in IndonesiaFindings from the 2012 International Audience Research Project

Survey Background and Conditions

Survey Background and Conditions

Target population: Adults 15 and older living in households

Population Coverage: 93% of adult population in Indonesia

– 11 provinces were excluded (North Sulawesi, Central kalimantan, South East Sulawesi, Riau Island, Benkulu, Maluku, Bangka Belitung, Gorontalo, West Sulawesi, North Maluku, West Papua)

Sample size: 3,000 nationally representative, oversamplein Jakarta

Language: Indonesian

Methodology: Interviews were collected face-to-face in respondent’s home

Field Period: July 4th – Aug 2nd , 2012

Response rate: 74%

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5

Media Usage Patterns

Television and Mobile Phones are most popular in Indonesian households

Which of the following do you have working in your household?

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Television Mobile phone

Radio Internet access

MP3 player/iPod

Computer Telephone land line

94%

81%

38%

17% 17% 16%

5%

98%

90%

44%

22% 20% 23%

10%

91%

72%

33%

11% 13%10%

1%

Total (n=3000) Urban (N=940) Rural (N=2060)

Base: All respondents, N=3000

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Daily Use of Media Platforms for News

Television Friends/Family

SMS Radio Newspapers/Magazines

Internet SocialNetworking

MobileApps

87%

39%36%

11%7% 9% 9%

3%

92%

48% 47%

12% 10%14% 12%

4%

83%

29%25%

10%

3% 5% 6%2%

Total (N=3000) Urban (N=940) Rural (n=2060)

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Daily Media Use for News, by Demographic

TV Friends/Family

SMS Radio Internet SocialNetworking

Press MobileApps

87%

39%36%

11% 9% 9% 7%3%

89%

45%

55%

12%

21% 21%

7% 8%

91%

59%

71%

14%

41%

34% 36%

12%

Total (N=3000) Under 30 (N=797) Some College or higher (N=100)

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Most Important Information Source (net)

RCTI SCTV TV One Metro TV

Trans TV Indosiar ANTV MNC TV TVRI Global TV

57%

37%34% 33%

28% 27%

15% 14%10%

5%

59%

32%

41% 39%36%

18%13% 11%

8% 6%

56%

39%

32% 31%25%

31%

16% 15%11%

4%

Total (N=3000) Urban (N=940) Rural (N=2060)

Which stations, publications, or sites are your three MOST important sources of information?

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Satellite Dish More Prevalent in Rural Areas

How does your television receive its signal?

Total Urban Rural

75%

91%

69%

23%

9%

28%

3% 2% 3%

Antenna Satellite Dish Cable

N=2784 N=913 N=1871

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Significant Regional Difference in TV Signal Access

Sumatera West Java/Jakarta/Banten

EastJava

Central Java/Yogjakarta

Sulawesi Kalimanten Bali/NTB/NTT

47%

93%88% 90%

37%35%

63%

55%

6% 8% 9%

56%

65%

18%

2% 1% 2% 0% 0%

10%

22%

Antenna Satellite dish Cable

N=579 N=763 N=512 N=524 N=114 N=151 N=141

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Trends in Access and Usage

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Radio ownership and its use for news continuesits decline

2010 2011 2012

50%46%

38%34%

31%

24%

Radio Ownership Past Week Radio Use for News

N=3000 N=3000 N=3000

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Significant Growth in New Media Access

Which of the following do you have working in your household?

2009 2010 2011 2012

6.9% 8.0% 10.0%16.2%

1.8% 4.0% 5.0%

16.6%

56.0%

69.0% 67.0%

81.0%

Computer Internet access Mobile phones

N=3000 N=3000 N=3000 N=3000

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New Media Usage Trends

2010 2011 2012

12%15%

22%

11%15%

21%

54%58%

63%

Past week use of Facebook Past week Internet UsePersonal ownership of mobile

N=3000 N=3000 N=3000

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Mobile Ownership Trends, by Urbanicity

2010 2011 2012

64%67%

71%

45%51%

55%

Urban Rural

N=3000 N=3000 N=3000

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Past Week Internet Usage Trends, by Urbanicity

2010 2011 2012

18%21%

30%

8% 10%

17%

Urban Rural

N=3000 N=3000 N=3000

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Mobile

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Personal Mobile Phone Access Most Prevalent Among Young And Most Educated

Percentage who report having a personal mobile phone

63%71%

55%

41%

72%

89%99%

87%78%

55%

25%

Reported Smartphone Ownership, by Age

20

15-24 25-34 35-54 55+ All ages 15+

26%

16%

7%2%

13%

N=3000N=468 N=738 N=1285 N=509

SMS and Text Messaging Most Common Use of Mobile

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SMS/Text messages

Social networking site

Accessed the internet

Sent a photo

Listened to radio

Rcvd. Info. by SMS from mobile operator

Downloaded and viewed a video clip

Downloaded or used a mobile app

Sent or received an email

Rcvd. news reports by SMS from other news organizations

Watched live television

97%

30%

27%

24%

22%

20%

14%

10%

8%

7%

5%

Base: Those who have a personal mobile phone N=2,083

Past Week Mobile Activities, by Age

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SMS/Text

Social networking

Access Internet

Sent photo

Listened to radio

SMS info from mobile operator

Viewed video clip

Downloaded mobile app

Sent/received email

Received SMS newsfrom other news..

Watched live TV

100%

50%

46%

38%

31%

21%

24%

17%

12%

8%

7%

95%

12%

11%

12%

15%

20%

5%

5%

4%

7%

3%

30+ (N=2203) Under 30 (N=797)

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Information Would Like to Receive Through SMS Without Any Cost To Individuals

77% 77%

53% 52% 51%48%

Base: Those who have a personal mobile phone N=2,083

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Internet

Past Week Internet Use, by Age

25

15-24 25-34 35-54 55+ All ages 15+

51%

25%

11%

2%

21%

N=3000N=468 N=738 N=1285 N=509

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Past Week Internet Use, by Urbanicity

Rural (N=1661) Small town (N=774) Large city (N=565)

13%

23%

30%

Past Week Internet Use, by Education

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None (N=97)

Primary (N=1157)

Secondary (N=742)

High School (N=695)

Vocational (N=209)

University (N=100)

1% 3%

21%

40%46%

72%

Internet Use by Intensity of News Consumption

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Hourly or more

(N=262)

2/3 times a day

(N=745)

Once a day (N=1072)

2/3 times a week

(N=356)

Once a week

(N=144)

Less often (N=349)

20%14%

8%3% 1% 4%

Frequency with which respondents access news

Perc

en

t o

f each

gro

up

usin

g i

n-

tern

et

dail

y f

or

new

s

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Vast Majority of Regular Users of Internet Accessthe Latest News

21%

72%

50%44%

38%35%

32%29% 28% 27%

Base: Regular user of Internet N=433

In the last 7 days, which of the following activities have you used the Internet for

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Where Internet is Used, by Age

At home At work Internetcafé

At school/university

Mobiledevice

72%

26%

54%

22%

66%70%

19%

61%

27%

68%

78%

49%

32%

7%

57%

All Past Week Users (N=433) Under 30 [N=296]30+[N=137]

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Where Web Users go for News

Yahoo News Google Detik Facebook Okezone KapanLagi Kompas VivaMedia

32%

14% 10% 6%

22%

23%

11%

2%4% 2% 3% 2%

6%

7%

7%

1%4% 4% 2% 3%

First Second Third

Base: Past Week Internet Users, N=433

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Social Networking and Information Sharing

33

Facebook the most accessed Social Networking Service

Past week Access

Facebook

YouTube

Google Plus

Twitter

Kaskus

Friendster

Yahoo

MySpace

Toko Bagus

22%

22%

11%

8%

7%

1%

1%

1%

1%

1%

Base: All respondents, N=3000

Which of the following services have you used in the past 7 days for social networking?

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Used Social Networking in Last Week, by Age

15-24 25-34 35-54 55+ All ages 15+

56%

27%

7%1%

22%

N=3000N=468 N=738 N=1285 N=509

Frequency of Information Sharing

35

Daily/almost Weekly Monthly Less often Never

30% 30%

16%10% 12%

Base: All Respondents, N=3000

How often do you discuss or share news with family, friends, or your social network

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Frequency of Information Sharing: Internet Usersvs Others

Daily/almost Weekly Monthly Less often Never

41% 40%

9% 7%3%

28% 28%

17%11%

15%

Internet Users[N=413] Others[N=2587]

Means of Information Sharing

37

SMS Facebook or other S/N

By email Twitter Online videolike

YouTube

BBM

64%

28%

9% 9% 8% 7%

Base: Daily/Almost News Sharers, N=821

Do you share news with your friends, family, or social networks in any of the following ways?

Means of Information Sharing, by Age

38

BBM Online video like

YouTube

By email Twitter Facebook or other S/N

SMS

11%16% 17%

20%

57%

82%

5% 4% 4% 3%10%

53%

Under 30 (N=234) 30 + (N=587)

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Key Information Sources: Prospects for Change?

All Under 30 College or higher Urban

93%90%

87%90%

1% 1% 0% 1%1% 1% 1% 1%2%6%

12%8%

TV Radio Press Internet

N=3000 N=797 N=100 N=940

Conclusions

Television remains the most important medium by far, both in terms of overall reach and as a news source

Internet access – heavily driven by mobile take-up – has reached critical mass, especially among key demographics

This phenomenon is national in nature and not just confined to more affluent urban areas

Given the heavy reliance on mobile for Internet access; Internet content needs to work well on mobile platforms

Any communications strategy for Indonesia has to take into account the large and growing role of social media, especially among the young

It’s only the beginning …

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Upcoming BBG Research Series Events

Upcoming BBG Research Series events:

– Thursday, November 8: Russia

– Thursday, December 6: To be announced.

Learn more about the BBG Research series at http://j.mp/UjCmJb

Have a question? Contact us at 202-203-4400 or pubaff@bbg.gov