Gf k online news consumption topline version.final march

1© GfK 2016 | Online News Consumption Study Indonesia | December 2015

Indonesia Online News Consumption StudyManagement Report

Prepared for IDA - Baidu, February 2015 | GfK Indonesia


Research Context


Research Methodology

Jakarta

Bandung

Surabaya

Bodetabek

Semarang

Conducted in 5 major urban areas

Two-pronged research approach ...

On-device measurement

with LeoTrace Software1521panelists

Consumer Survey via diary

placement and face-to-face

interviews

775respondents

One-month measurement period

October 2015 to November 2015

General respondent criteria

Male and Female

13 – 55 y.o and SEC ABC


Youth group consume light topic such as entertainmen. Getting older, the

preference shifts into more serious topics

Urban Indonesians consume a good mix of news and

information contents. However, Entertainment and Social

Issues are the two most popular contents

Multi media news consumption is observed. Smartphone

and TV are two key media to gain information.

Summary of Online News Consumption

81% of Indonesian urban

society keep track on news and

information regularly.

96% 91%

31%15% 10%

Smartphone TelevisionNews

paper Radio Computer

73% 70%

49% 48%32% 30%

Entertain

mentSocial

Issues

Politic and

GovernmentSports Religion

Science and

Technology

Who is the online

news consumer ? More From

SES A

33-42years old

More From

Male

Youth group consume light topic Getting

older, the preference shifts into more

serious topics

Females are more into entertainment

and beauty & contents. While males

favor social issue, politics and sports


Summary of Online News Consumption

Online news consumption on Sunday

tends to be different than that of

Weekdays or Saturday.

Weekdays

12 – 15 PM

Weekdays

12 – 18 PM

Weekdays

12 – 21 PM

97%

Smartphone

Smartphone is seen as main device

for acessing online news

16%

Office PC

Laptop

13%

Tablet

6%

Daily Basis

24%

Weekly Basis

60%

Monthly Basis

16%

A sizable proportion of urban

Indonesians access online news on

a daily basis

Who is daily user of online news..?

Urban Indonesians

usually land in

multi-content

channels.

83%Multi-content

channel

Which channel are they

used..?

Search

Engine

31%

Channel in

same domain

28%

Social Media

24%

Website

Homepage

10%

Pathway into Online news may originate

from search engine or other channels

in the domain...


The majority of urban Indonesians follow news

regularly … but there has been a shift in the

way news is consumed


News in your pocket – Smartphone has become the primary media to access

News. Online news prevails.

Source : Consumer Survey ( A1, A1.1, A1.2, and N1) | Base : 755

81%of urban Indonesians keep

track on news and

information regularly

9691

31

1510 10 8 8 6 5

Which media are used to get information ?

Smartphone Television News

paperRadio Computer Laptop Cellular

PhoneTabloid Tablet Magazine

Figure in percentage

Multi media news consumption is observed. Smartphone and TV are two key

media to gain information.


To optimize news consumption by different media, we need to pay attention

to day-part behavior

Source : Consumer Survey ( A1, A1.1, and A1.2)

Always on during waking

hours!

Smartphone

1

16 15 17 1820

12

0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h

Evening prime time plus

early morning

Television

2

16

9 815

29

21

0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h

Early morning to kick off the

day

Newspaper40

33

16

4 5 2

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

In the morning – likely when

commuting

Radio

3

27

1715

1116

13

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

Desktop is used form

morning to afternoon due

to work purposes

Desktop

1

16 15 17 1820

12

0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h

Similar with smartphone,

cellular phone is used

along the day

Cellular Mobile

2

15 16 16 17

24

11

0-6 h 6-9 h 9-12 h 12-15 h15-18 h18-21 h21-24 h

Tabloid peaks at lunch time

Tabloid 18

16

28

20

13

6

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

Mimic TV behavior

Personal

Laptop

1

11 11 1116

30

18

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

Base : 727

Base : 690

Base : 234

Base : 117

Base : 65

Base : 63

Base : 58

Base : 46



SES A

SES B

SES C

Male

Female

13-22 yrs old

23-32 yrs old

33-42 yrs old

43-52 yrs old

3

-4

1

1

-3

-2

5

0

16

42

41

28

39

22

11

55

45

Who are the online news consumers?

Source : Consumer Survey (N2 and N4)

Sosio Economic

Class

Age

Group

Gender

3

2

-4

5

-1

-2

3

1

-3

-1

-2

4

-1

9

-9

10

-10

6

-6

Online News

User

Online News

Via Apps

Online News

Via Website

n = 233 n = 162 n = 101

Total

Respondents

n = 755

Figure in percentage Figure is showing the comparison to total respondent

Online news users

skew to those

aged 33 – 42

years old and

higher SES.

Gender also

matters. Male

appears to

consume online

news more than

female.


There is no such thing as one-news-fits-all.

Consumer segments matter when it comes to

contents.


Urban Indonesians consume a good mix of news and information contents.

Overall, there are no predominant contents.

Source : Consumer Survey (N3 ) | Base : 233

7370

49 48

32 30 2926 25

20 19

Entertain

ment

Social

IssuesPolitic and

Government

Sports Religion Science and

TechnologyBeauty and

Fashion

Education and

Parenting

Business and

Economy

Travelling Hobbies


However, Entertainment and Social Issues are the two most popular contents

Online news topic regularly followed


Entertainment

(incl. music, TV and movies)

Social Issue

Politic and government

Sports

Religion

Science and Technology

Beauty and Fashion

Education or Parenting

Business and Economy

Travelling

Hobbies

Age matters: content preference varies by age group

Source : Consumer Survey (N3 )

60

58

49

48

32

30

29

26

25

20

19

11

-12

-12

1

-13

-1

3

-3

-4

-2

3

-4

0

0

0

-8

-4

-1

-2

4

3

3

0

10

6

4

13

0

-2

2

0

0

-6

-6

9

13

-10

26

12

4

7

0

-8

2

13 – 22

years old23 – 32

years old

33 - 42

years old

43 - 52

years old

n = 62 n = 87 n =60 n =24*

Total

Respondents

n = 233

Figure total respondents is in percentage

Age group figure is showing the comparison to

total respondent

Youth group

consume light

topic such as

entertainmen.

Getting older,

the

preference

shifts into

more serious

topics such

as politic,

social issue,

religion, and

parenting



News preference is also influenced by gender.

Source : Consumer Survey (N3 )

Entertainment

(incl. music, TV and movies)

Social Issues

Politic and government

Sports

Religion

Science and Technology

Beauty and Fashion

Education or Parenting

Business and Economy

Travelling

Hobbies

60

58

49

48

32

30

29

26

25

20

19

-6

6

11

18

1

2

-22

-4

7

-2

-12

9

-10

-20

-34

-2

-5

39

6

-12

3

10

Total

Respondents

n = 233

Male

n = 149

Female

n = 84

Females are more into

entertainment, beauty &

fashion contents. While

males favor social issue,

politics and sports


Figure total respondents is in percentage

Age group figure is showing the comparison to

total respondent


Online news is mostly consumed in weekly

basis. Mid-day is the peak time of

consumption.


Overall, across devices, online news consumption on Sunday tends to be

different than that of Weekdays or Saturday.

Source : Consumer Survey (N6)

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

1%

11%

14%

26%

17% 17%

14%

Time Period in Weekdays

Online news consumption increases from

morning to noon.

Peak time is around 12 – 15 PM.

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

2%

9%

12%

26%

17%

17%

14%

Time Period on Saturday

Saturday has similar consumption pattern

with weekdays.

Peak time is, around 12 – 18 PM

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

0%

8%

10%

21%

23%

15%

Time Period on Sunday

Sunday shows differences. Compared to

other days, it has longer peak time, from 12

to 21 PM.

23%



1

10

1518 19

22

14

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h

Time to consume online news has to do with the media device used

Source : Consumer Survey (F1, F2, F3, and F4)

Mid morning to afternoon should be optimized for office PC, while evening time is for smartphone and personal PC.

Interestingly, towards midnight there is a high proportion of tablet usage for news consumption.

of users acess online

news through

smartphone

97%

Time usage (in percent usage per timeslot)

Base :226

05

39

2724

41

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h


news through

office PC


Base :32

3

8

1714

11

31

13

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h


news through

personal laptop


Base :26*

0

7 9 9

22

2824

0-6 h 6-9 h 9-12 h 12-15 h 15-18 h 18-21 h 21-24 h


news through

tablet


Base :15*

16%

13% 6%



A sizable proportion of urban Indonesians access online news on a daily basis

Source : Consumer Survey (N6)

Daily basisConsuming online news once in a day to

several times a day24%

Weekly basisConsuming online news once in a week to

4-6 times in a week60%

Monthly basisConsuming online news once in a month

to 2-3 times in a month 16%

… Although many access online news less frequently

How often do they acess online news?


Frequent news consumers typically hail from SES A, older age group and, to

a lesser extent, males

Source : Consumer Survey (N6) | *small base

4019 20

4267 61

19 13 19

SES A SES B SES C

Higher SES has higher

frequency to consume

online news.

Base : 45 Base : 100 Base : 90

1827 19

38

6357

62

54

19 16 19 8

13-22 YO 23-32 YO 33-42 YO 43-52 YO

Highest daily users among 43-52

years old group

Base : 62 Base : 87 Base : 61 Base : 25*

2718

5961

14 21

Male Female

Daily news

consumers tend to

skew to Males

Base : 151 Base : 84

Monthly user Weekly user Daily User


How often do they acess online news?


Base

Religion 74

Business and Economy 59

Politic and government 114

Social Issue 164

Entertainment

(incl. music, TV and movies169

Sports 111

Science and Technology 69

Education or Parenting 60

Beauty and Fashion 68

Hobbies 44

Travelling 46

News contents need to be refreshed differently

31

29

26

23

21

20

19

16

15

15

14

52

57

57

57

61

63

58

60

61

49

55

17

14

17

20

18

17

23

24

24

37

31

Monthly userWeekly userDaily User

% frequency of acess online news topic

Source : Consumer Survey (N3 and N6)

Religion, Business and Economy, Politics and Social issues more in daily basis.

While, Entertainment, Sports, Science, Education, and Fashion in weekly basis.


Multi-content channel is the main choice of

online news users. The role of search engine

to build their pathways is essential.


Source : On-device Measurement | Base : 9.342.961 (online population in 5 large cities covered by GXL)

Urban Indonesians usually land in multi-content channels.

online news user acess

multi-content channels

acessing through specific-

content channels

83%

17%

Channel for Accessing Online News


Source : On-device Measurement | Base : 9.342.961 (online population in 5 large cities covered by GXL)

Pathway into Online news may originate from search engine, other channels in

the domain, social media or other referral sites

News discovery is a combination of active efforts (search or website visit) and

referrals to from other channels, social media or other sources.

Search

Engine

31%

Channel

in same

domain

28%

Social

Media

24%

Website

Homepage

10%

Others

7% *others including :

blog

google others

MDK.TO

Goo.gl

googleweblight.com


Advertisers should pay attention to how ads

are presented to the target audience – some ad

delivery modes annoy the audience


Source : Consumer Survey (AO2) | Base : 755

Users are most annoyed by intrusive ads, targeting ads and mobile ads.

While they are more receptive to e-mail ads and search engine ads.

1 Intrusive Ads 2 Targeting Ads 3 Mobile Ads 4 Floating Ads 5 Display Ads

6 Pre Roll Video Ads 7 Youtube Ads 8 Social Media Ads 9 Search Engine Ads 10 E-mail Ads

How online ads are ranked according to their annoyance level


Executive Summary


Multi-content channel is seen as the main starting point, i.e. to get updated

national news. Content-specific channels are more to get information related with

lifestyle. celebrities, and sports

How do they acess it?

• Acessing online news through smartphone relatively stable across day-parts

• PC is mainly used during working hours, while Laptop and Tablet have peak

time in the evening

Smartphone is the main media to acess online news, followed by office PC and

personal laptop

• Politic, social issue, religion, technology and business topic are consumed

more by male, higher SES, and older segment

• Entertainment and lifestyle are more for female, lower SES, and youth

• Politic and social issues are consumed on a daily basis, while entertainment

more for weekly or monthly consumption.

• Online news consumption is higher among by 33 – 42 yrs old and higher SES

• Compared to females, males consume more of online news.

When do they acess online

news?

What devices are they used to

acess online news?

What are the topic they looking

for?

Who are the online news users?


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