The Story of the Indonesian Digital Consumer

Twitter: @comScoreAPAC

@comScore Kerry J Brown, comScore, Inc.

VP, Southeast Asia

The Story of the Indonesian Digital Consumer

2 © comScore, Inc. Proprietary.

comScore Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1,900+ worldwide

Employees 1,000+

Headquarters Reston, VA

Global Coverage 170+ countries under measurement;

44 markets reported

Local Presence 32+ locations in 23 countries

V0411


UDM Approach Leverages the Best of Panel & Server Data

2 Million Person Panel

360°View of Person Behavior

CENSUS

Unified Digital Measurement™ (UDM)

Patent-Pending Methodology

1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties

PANEL

PERSON-Centric Panel with

SITE-Census Measurement

Web Visiting & Search Behavior Online

Advertising Exposure

Advertising Effectiveness

Demographics, Lifestyles & Attitudes

Media & Video Consumption

Transactions

Online & Offline

Buying

Mobile Internet Usage & Behavior

PANEL

V0411 And, a behavioral cross-platform measurement capability


Snapshot: Indonesian Online Population


Sizing the Market

There are 246 million Indonesians

47 million (19%) Online via Home/ Work Computers

32 million access out of home

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 vs.

Jul-2011


It’s all about volume in Indonesia!

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Augutst 2012

333,930

188,478

73,466

57,838

56,924

51,600

45,478

43,207

37,613

31,005

China

United States

Japan

India

Russia

Germany

Brazil

France

United Kingdom

South Korea

World’s Largest Internet Markets Unique Visitors (000)

Indonesia has

19% Online =

47 million!


Indonesia is the second fastest growing market in SE Asia

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

vs. August 2011

India

+34%

Indonesia

+29%

Singapore

+14%

Philippines

+11%

Malaysia

+9%


Indonesian Internet User vs the Global

Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+

Home/Work Location, Worldwide, Augustl 2012

16 vs 24

Number of Hours

Spent Online

1,300 vs 2,300

pages of content

consumed

33 vs 56

Distinct

Visits to

the Web

51 vs174

Online

Videos

Viewed 79 vs 121

Searches

Performed

1 in 3 vs1 in 5

Minutes Spent

Social

Networking

Indonesians: Online less frequently and for shorter periods of time

But spend more time on social networking sites!


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)


vs. August 2011


Males are more likely to be Online than Females

15-24

25-34

35-44

45-54

55+ 0.7%

2.4%

5.8%

11.6%

21.1%

2.4%

5.5%

10.6%

15.9%

24%


vs. August2011


Despite International Sites Dominating, Strong Local Presence

Top Sites 1524



Local Sports & Gaming Sites Most Effective – Men like to Play!

Top Indexing Sites M1524



The Most Effective Sites for Women 1524 K- Pop overshadows Socializing, Celebrity Gossip and Fashion



5 KEY TRENDS SHAPING THE

DIGITAL LANDSCAPE

SOCIAL NETWORKING

E-COMMERCE

ONLINE VIDEO

MOBILE

DIGITAL ADVERTISING


SOCIAL

NETWORKING


Social Networking Near Saturation in Indonesia


96.0%

94.7%

94.2%

92.6%

92.5%

86.3%

Philippines

Singapore

Malaysia

Indonesia

Thailand

Vietnam

Social Networking % Reach of Visitors

8.9

8.0

5.6

4.9

3.7

3.7

Thailand

Philippines

Malaysia

Indonesia

Singapore

Vietnam

Social Networking Average Hours per Visitor


Facebook and Twitter Lead Most SEA Markets Except Vietnam


SINGAPORE % Reach

Facebook.com 72.1%

Twitter.com 19.9%

LinkedIn.com 12.4%

MALAYSIA % Reach

Facebook.com 86.6%

Twitter.com 16.0%

Digg.com 6.5%

INDONESIA % Reach

Facebook.com 84.6%

Twitter.com 31.6%

Multiply.com 13.4%

PHILIPPINES % Reach

Facebook.com 94.3%

Twitter.com 25.5%

Multiply 12.0%

THAILAND % Reach

Facebook.com 87.4%

Twitter.com 14.7%

Pantown.com 8.3%

VIETNAM % Reach

ZING Me 58.7%

Facebook.com 49.4%

Yahoo! Profile 10.2%


Emerging Social Networks: “Pinning” Takes off in Southeast Asia


0

10

20

30

40

50

60

70

80

90

100

Nov-2011Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012

To

tal U

niq

ue V

isit

ors

(000)

Philippines

Malaysia

Thailand

Indonesia

Singapore

Vietnam


e-Commerce


Asia Pacific Falls Below the Global Average for Retail Visitation


72.0%

88.6%

78.1%

70.6%

67.0%

51.2%

Worldwide

North America

Europe

Latin America

Asia Pacific

Middle East -Africa

% Reach of Retail Category by Global Region

% Reach of Retail Category APAC

Taiwan 85.8%

Japan 83.9%

New Zealand 80.7%

Vietnam 79.2%

Australia 72.7%

South Korea 72.4%

Hong Kong 70.0%

Singapore 67.2%

Thailand 66.8%

China 64.9%

India 57.6%

Indonesia 54.9%

Philippines 50.7%

Malaysia 50.2%


But Indonesia seeing strongest growth Region

4,970 5,238

2,596

1,968

6,932

5,922

3,150

2,216

Indonesia Malaysia Philippines Singapore

Growth in Retail Category Visitors (000)

Apr-11 Apr-12

+13%

+21%

+13%

+39%



Deal Sites Also Witnessing Significant Local Adoption

Indonesia Thailand

Malaysia Philippines



ONLINE VIDEO


Online Video Viewers in Taiwan, Vietnam, Indonesia and the Philippines

comScore Data Gems, August 2012


44,000

Each month online video in Indonesia achieves the following:

Unique Viewers

Percent of Internet Audience

Percent of Time Spent Online

Total Videos Watched

Total Hours

Average Videos per Viewer

Hours per Viewer

8.8M

20%

456M

51.6

5.8

67%%

August 2012 Video Metrix Data * comprised of Indonesia


Almost half of Users who watch Video online in Indonesia are 15-24

15+

15-24

25-34

35-44

45-54

55+ 3%

18%

16%

27%

46%

67%

Source: comScore Video Metrix, Indonesia August 2012

WEB VIDEO REACH


Top Video Destinations in Indonesia: YouTube, VEVO & Facebook



YouTube Partner Channels Attract Loyal Following

CHANNELS



341,000 people in Indonesia

watched an average

of just 13 sport related videos

each in July 2012. source: comScore Video Metrix July 2012

comScore Video Metrix

http://www.comscore.com/Products_Services/Product_Index/Video_Metrix





MOBILE


Although Tablets Account for More than 40% of non PC traffic in

Malaysia, Philippines, Thailand, Mobile holds firm in Indonesia

58.9% 54.6% 49.5% 51.0%

77.8% 90.2%

39.3% 44.5% 42.8% 46.2%

21.5% 9.4%

Singapore Malaysia Philippines Thailand Vietnam Indonesia

Share of Non-Computer Traffic by Market

Mobile Tablet Other


32 © comScore, Inc. Proprietary. Confidential and Proprietary 32

Weekday Share of Device Page Traffic in the Singapore

PCs dominate

working hours

Tablets rule

the home

Smartphones bridge the gaps

Source: comScore Device Essential, Week of May 14, 2012,

Singapore

Is this where Indonesia will go?

Cross-Device Consumption: Device Usage Differs Throughout Day


Will mobile become the main way of accessing

Social Networks as in US?

Source: comScore Mobile Metrix 2.0,March 2012, U.S.

Average Monthly Minutes per Visitor for

Selected Mobile Social Networking Sites (U.S.)

12.9

52.9

68.4

114.4

145.6

441.3

Apps drove the majority

of engagement,

representing 4 in every 5

mobile media minutes.

Higher than

Fixed Internet


DIGITAL

ADVERTISING


There are many issues that are ‘holding digital back’

Ad clutter

Glut of low quality

inventory

Bad actors

gaming the

system

Poor visibility

Digital Advertising Needs a Reality Check

In-view

In geography

In brand safe environment

Removal of non-human traffic

Together, these insights enable more accurate ROI measurement

It’s mid-night…do you know how your ads are performing?


vCE SE Asia

Charter Study Findings


Study Objective:

Quantify incidence of sub-optimal ad delivery across key ad

delivery dimensions…

SAFETY

TARGET

AUDIENCE

DELIVERY

LEVEL OF

NON-HUMAN

TRAFFIC

•Demographically

•Behaviorally

VIEWABILITY GEOGRAPHY


10 campaigns 9 countries

347 million imps 329k sites

The first industry study to bring 6 leading marketers together to

validate online advertising delivery


Across all campaigns, the average in-view rate was 58%

or about 4 out of 10 ads weren’t seen


Results lower but compares equally with similar

studies done in the US, EU and Canada

ASIA 58%

CANADA 65%

EUROPE 67%

US 69%

Viewability

vCE Charter Studies Compared


Food & drink sites delivered strong in-view rates, while

parenting and sports sites delivered just 23% of ads in-view

82%

71%

63% 61% 59% 57% 52%

45% 41% 40%

23% 23%

7%

Percent of Ads Served In-View by Select Content Types

This variation across categories is typically due to site layout

and page clutter


76%

50% 48%

WideSkyscraper(160x600)

Leaderboard(728x90)

MediumRectangle(300x250)

Percent of A/Pac Ads Delivered In-View by Ad Size

Wide Skyscrapers delivered the strongest in-view rates

but there was significant variance across campaigns with a

range of 42% to 94% in-view for this ad size

Page location,

clutter and

size matters

People exposed to served ad impressions People exposed to validated ad impressions

= 20% conversion rate

= 33%

conversion

rate

vCE Improves Performance Measurement

Buyers

Ad Effectiveness Studies that don’t use validated impressions understate branding & sales impact.


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.


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.

For a copy of today’s presentation, please email

[email protected]

Thank you!

Kerry J Brown, comScore, Inc.

VP, Southeast Asia

Twitter: @comScoreAPAC

@comScore

mailto:[email protected]

The Story of the Indonesian Digital Consumer

Technology

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