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THE NEW TRENDS AMONGST INDONESIAN NETIZEN
Online video content consumption increased across all age groups
More than 30% of consumers aged 21-49 years often purchase products online after seeing online video ad
Jakarta, 26 July 2017 – Based on Nielsen Consumer Media View survey conducted in 11 main cities in Indonesia, TV penetration is still leading with 96%, followed by Out Of Home (53%), Internet (44%), Radio (37%), Newspaper (7%), Tabloid and Magazine (3%). The existence of internet as one of the media with high penetration level indicates that Indonesians are increasingly prefer to access various contents through digital media.
Meanwhile, Nielsen Cross-Platform 2017 survey found that there has been an increase in accessing the internet at almost all locations compared to the year 2015; some of them are in Public Transportation (53%), Café or Restaurant (51%), event at a Concert (24%). There has also been an increase of accessing the internet at home and at the workplace.
“Consumers accessing the internet outside of their homes can be due to the increase of mobile phone ownership, as well as the availability of Wi-Fi at public areas, that are becoming very common. Meanwhile, accessing internet from home is due to affordable Wi-Fi facility”, said Hellen Katherina, Executive Director, Nielsen Media.
Nowadays there are more and more consumers watch TV and use internet at the same time (commonly referred as dual-screen). The increase of daily dual-screen usage can be found at all age groups. Even within the age group of 50 years and above, the daily dual-screen usage increases from 7% in 2015 to 48% in 2017.
Nielsen also found that there are different ways of accessing TV and film contents. Terrestrial and cable TV are still the main choice wth 77%, however, accessing video content using digital platform is also quite high. This shown by high percentage of consumers using streaming sites like YouTube, Vimeo, etc. (51%); online TV portal (44%), terrestrial dan TV kabel masih menjadi pilihan utama dengan perolehan 77 persen, namun akses konten video melalui platform digital juga cukup tinggi seperti misalnya situs streaming seperti Youtube, Vimeo dsb (51%), portal TV online (44%), subscription of internet TV such as Netflix, Iflix, HOOQ, etc. (28%).
Compared with 2017, the frequency of watching video content via internet has also shown growth in all age groups. YouTube is still the most accessed online video platform. Consumers also watch video content via news portals Detik (29%) and CNN Indonesia (27%).
An infrastructure is the most influential factor for consumer’s ability to watch online. Slow internet access is the main reason for consumers for not watching online (27%). Among other reasons are difficulties in using the internet and many consumers still preferring traditional TV (24%). “This refutes the notion that traditional TV viewers have fully converted to digital platform. According to this study, even among internet users, many of them prefer to watching traditional TV to accessing online video content.” lanjut Hellen.
Online Advertising Drives Consumers To Search for Information
The increase of internet penetration and the many variations of digital media choices have impact on the increase of the online advertising types. Consumers are given numerous product choices that are now easier to see or event to buy, without having to see the real physical products.
Nielsen Cross Platform 2017 study found that more than 60% consumers in the age group of 21-49 years old are often do a follow-up search after seeing online video advertising, and more than 30% consumers often purchase online.
Consumers also disclosed that after seeing online video advertising they usually will visit offline stores, and the opportunity to purchase is quite high at the stores (up to 28& in the age group of 30-39 years).
ABOUT NIELSEN CROSS PLATFORM REPORT
Nielsen Cross-Platform Report is a digital consumer study for Asia Pacific area, focusing on internet users and behavior of multimedia usage, especially in accessing digital content. The countries covered include Indonesia, Japan, Malaysia, Philippines, South Korea, Thailand, and Vietnam. This is an annual study, in which the measurement is done during Q1 period using the online survey methodology. Questions are sent online and respondents are invited to complete the survey using any devices connected to the internet. All results are obtained during February – April 2017.
ABOUT NIELSEN CONSUMER AND MEDIA VIEW
CMV is a syndicated survey that is done to more than 17,000 respondents aged 10 years and above, in 11 main cities in Indonesia (Jakarta, Bandung, Jogjakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar dan Banjarmasin). The information obtained includes data on demographic, psychographic, media usage and product use.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.