2
A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
3
A. Detail findings
1.1. Popular Brand Index Concept
POPULAR BRAND INDEX (PBI)
Top of Mind
(TOM)
Expansive
Last Used
Future Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information :
• Top of Mind (TOM) = First brand mentioned by respondents.
• Expansive = Scope and spread of brand.
• Last Used/ Market Share = Total purchase or last used brand in past 3 months.
• Future Intention = Consumer intention to purchase brand.
One of the most important Assets of the company andrepresent identity of a company is the Brand. "Brand or trademarkis a name or symbol that is associated with the product/service andcause psychological meaning/association". In addition, the brandalso as a promotional tools, so that a product with certain brandwould likely gain popularity or awareness in the community levelthat will affect consumer behavior in the community.
To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community topof mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.
4
A. Detail findings
1.2. Popular Brand Index Results (PBI)PBI is obtained by the Internet sampling (Online Panel) and with samples of 1200 respondents in the W&S
database Indonesia (Nusaresearch). The results obtained for Online Dating Sites Category with PBI concept is asfollows:
Incidence Rate of Online Dating Sites visitor (Percentage of Online Dating Sites visitor in period January – March2015) is 11.0% from panel population W&S Group Indonesia.
Setipe.com got the first rank on PBI (34.6), and the
second rank is IndonesianCupid.com
(12.2).
Rank of Popular Online Dating Sites PBI IR
1 Setipe.com 34.6
11.0%
2 IndonesianCupid.com 12.2
3 id.flirchi.com 4.9
4 makcomblang.net 3.4
5pmjakarta.com(Perfect Match Jakarta)
3.2
6 Tagged.com 2.2
7 okcupid.com 1.4
8 CariJodoh.net 1.4
9 AyoNikah.com 1.3
10 eharmony.com 1.1
5
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
6
A. Detail findings
2.1. Brand Awareness – Top Of Mind
n Sample : 129
To see the power of Online Dating Sites, it can be
measured by the level of knowledge of respondents to
Online Dating Sites. From the results of the Top of
Mind (TOM), it shows that 31.8% of respondents
recalls Setipe.com spontaneously as main online
dating sites, then followed by IndonesianCupid.com
and id.flirchi.com which has the same percentage of
8.5%.
31.8%
8.5%
8.5%
3.9%
1.6%
1.6%
0.8%
0.8%
0.8%
0.0%
Setipe.com
IndonesianCupid.com
id.flirchi.com
CariJodoh.net
makcomblang.net
okcupid.com
pmjakarta.com(Perfect Match Jakarta)
Tagged.com
AyoNikah.com
eharmony.com
7
A. Detail findings
2.2. Brand Awareness
When looking Unaided of Online Dating Sites that spontaneously comes to mind of the respondent, apparently
Setipe.com (45.7%) and IndonesianCupid.com (18.6%) still dominate. However, when viewed from the Aided of
Online Dating Sites that respondents remembered after being given assistance (Showcard), IndonesianCupid.com
(33.3%) get the highest percentage, then followed by makcomblang.net (23.3%). Despite of Unaided’s percentage of
makcomblang.net, it causes the sites placed at third rank of Total Awareness, which account for 26.4%.
n Sample : 129
45.7%
18.6%
3.1% 3.1% 2.3%
11.6%
1.6%8.5% 7.8%
1.6%
17.9%
33.3%
23.3%19.4%
15.5%1.6%
7.7%0.7%
63.6%
51.9%
26.4%22.5%
17.8%13.2%
9.3% 8.5% 8.5%
1.6%
Aided
UnAided
Total Awareness
Setipe.com
IndonesianCupid.commakcomblang.net
pmjakarta.com(Perfect Match Jakarta)
Tagged.comid.flirchi.com
eharmony.comCariJodoh.net
AyoNikah.comokcupid.com
8
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
9
A. Detail findings
3. Expansive
n Sample : 129
Expansive is the spread of Online Dating Sites that can be seen anywhere, such as ads on TV, billboards,
internet ads, etc. Regarding to this study, Setipe.com (38.0%) is the main sites that expand more than the other
Online Dating Sites. Surprisingly, Tagged.com positioned at third rank as Online Dating Sites that can be seen
anywhere.
1.6%
1.6%
1.6%
2.3%
38.0%
17.1%
3.9%
3.1%
3.1%
10
A. Detail findings
4. Frequent Visitor
n Sample : 129
Last Visited atau Frequent Visitor is measured from the level of the respondents percentage who
visit Online Dating Sites in the last 3 months.
Setipe.com still dominate as the main online dating sites as respondents preferred to be visited in
last 3 months. Moreover, Tagged.com has same percentage as well as makcomblang.net in terms of
frequent visitor.
38.8%
13.2%
4.7%
3.1%
3.1%
1.6%
1.6%
1.6%
2.3%
11
A. Detail findings
5. Future Intention
Future Intention measured by the percentage of respondents to the Online Dating Site which will be visited in the
future. The percentage of future intention is determined based on the Loyal respondents and Switched respondents.
According to this study, Setipe.com (31.0%) and IndonesianCupid.com (11.6%) have a potential opportunity to be
visited in upcoming time. Remarkably, pmjakarta.com stepped at third rank (7.8%) which is higher than
makcomblang.net and id.flirchi.com.
n Sample : 129
31.0%
11.6%
7.8%
6.2%
2.3%
1.6%
0.8%
1.6%
1.6%
0.8%
12
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
13
A. Detail findings
6.1. Switching
n Sample : 129
6 out of 10 people intend to visit the same
Online Dating Sites which has been visited before.
Switch
60.5%
39.5%
14
A. Detail findings
6.2. Switch In and Switch Out
n Sample : 77
By comparing Last Visited Online Dating Sites and Future Online Dating Sites, pmjakarta.com become
the main Online Dating Sites which has the greatest visitor growth in upcoming time with percentage of 5.4%.
Makcomblang.net placed next after pmjakarta.com as the visitor growth of Online Dating Sites in future.
Setipe.comIndonesianCu
pid.comid.flirchi.com
makcomblang.net
pmjakarta.com
(Perfect MatchJakarta)
Tagged.com okcupid.com CariJodoh.net AyoNikah.comeharmony.co
m
Switch In 30.2% 9.3% 2.3% 5.4% 7.0% 1.6% 0.8% 0.0% 1.6% 1.6%
Ever Visited 53.5% 37.2% 6.2% 14.7% 12.4% 10.1% 0.8% 10.9% 1.6% 0.0%
Switch Out 34.9% 9.3% 4.7% 2.3% 1.6% 2.3% 1.6% 0.0% 1.6% 1.6%
15
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
16
A. Detail findings
6.3. Ratio of Ever Visited & Brand Awareness
Ratio
Ever Visited
Brand awareness
Top of Mind
Ratio
Ever Visited
Brand awareness
Top of Mind
n Sample : 129
In terms of Comparison within Ever Visited Sites and Brand Awareness, it could inferred that higher ratio indicates
visitor aware of Online Dating Site. Furthermore, it has further possibilities to visit Online Dating Site in future. It can be
seen by above graphs that average percentage of Ever Visited Online Dating Sites is smaller than percentage of Brand
Awareness.
0.8%
22.5%
12.4%
55.1%
31.8%
63.6%
53.5%
84.1%
8.5%
51.9%
37.2%
71.7%
0.8%
17.8%
10.1%
56.7%
8.5%
13.2%
6.2%
47.0%
1.6%
26.4%
14.7%
55.7%
1.6%
1.6%
1.6%
100.0%
3.9%
8.5%
0.0%
0.0%
17
B. Respondent profile
Monthly Household Income
56.6% 43.4%
Age
n Sample : 129
Gender
3.9%
4.7%
3.1%
10.1%
15.5%
8.5%
14.7%
9.3%
16.3%
10.9%
3.1%
Over IDR 40,000,000
IDR 30,000,001 - IDR 40,000,000
IDR 20,000,001 - IDR 30,000,000
IDR 11,000,001 - IDR 20,000,000
IDR 8,500,001 - IDR 11,000,000
IDR 6,500,001 - IDR 8,500,000
IDR 4,500,001 - IDR 6,500,000
IDR 3,500,001 - IDR 4,500,000
IDR 2,500,001 - IDR 3,500,000
IDR 1,500,001 - IDR 2,500,000
Less than IDR 1,500,000
6.2%
35.7%
23.3%
34.9%
Less than 20 years old
20 - 24 years old
25 - 29 years old
30 years old and over
PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentationsacross Indonesia.
FOR FURTHER INQUIRIES, PLEASE CONTACT:
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The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).