Media Use in Indonesia Findings from the 2012 International Audience Research Project.
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Transcript of Media Use in Indonesia Findings from the 2012 International Audience Research Project.
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%
4
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
14
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
19
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
26
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
28
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
YouTube
Google Plus
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
36
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 [email protected]