Trend Industri TIK Media1

Indonesia Consumers Trend :
Telecommunication, Technology,
Information & Media
For: KADIN (Indonesian Chamber of Commerce)
28 April 2010
Irawati Pratignyo
Confidential & Proprietary Copyright 2008 The Nielsen Company
More drive from Consumers for

Convenience to get Connected
Analytic Consulting
Page 2
Confidential & Proprietary

Copyright 2008 The Nielsen Company
Mobile Phone Penetration

Half of Population (in 9 cities) have been penetrated by mobile
(cellular) phones.
All people aged 10+, 9 cities (43,873,000), in %
47
48
49
43
40
37
21
06Q1
22
23
06Q3
25
27
07Q1
28
30
07Q3
31
32
08Q1
34
08Q3
09Q1
09Q3
Source: Nielsen Media Index Q3 2009

Indonesia: Cell Phone trend usage
Social network
Entertainment
Image generator
Communication

Smart Phone will surpass Regular Features

constantly
connected conveniently through online

communities
Indonesia has > 500,000 connected Blackberry users
What is your pin ID?

Internet usage increase in most Asian markets,

including Indonesia
%
100
80
60
40
20
17
0
2005
2006
Sin
Tai
2007
Msia
HK
2008
Thai
2009
Phil
Indo
Source : Nielsen Media Research 2008-2009

Indonesian Internet habit rockets!
2008 : 300K user

2009 : 16.1 Million
Twitter
User (3rd in the

world)
6.84% growth of
user in past week
(9th in the world)
47% of online
Facebook
Friendster
population
accessing facebook
Confidential& &Proprietary
Proprietary
Confidential
Copyright
2009
The
Nielsen
Company
Consumers are the New Authorities

Then
Now
Turns out the contaminated wheat gluten that
has sickened and killed so many cats and dogs
recently has ended up in quite a few brand
names. I finally found a complete list of the
affected brands here. I feed my cats --- dry food,
and fortunately the dry food was not on the list.
The --- wet is, though. Don't assume that your
brand is safe. Check the list!
- stynes.blogspot.com, 04/05/07
April 28, 2010
9
More Convergence & Consolidations
Analytic Consulting
Page 10

TV
Watch
Print
Read
Radio
Listen
ONLINE: Browse, Surf, Interact, on PC & Mobile

Print readers has been falling gradually since 2005.

All people 10+, 9 cities, in %, pop 43,873,000
%
24
17
16
11
9
NEWSPAPER
06Q1
06Q2
06Q3
06Q4
MAGAZINE
07Q1
07Q2
07Q3
TABLOID
07Q4
08Q1
08Q2
08Q3
08Q4
09Q1
09Q2
09 Q3
09 Q4
Source : Nielsen Media Index W1 2006 W4 2009

Internet Users among newspaper

readers are increasing
34
29
25
22
18
19
2004
2005
2006
2007
2008
2009
All people 10+, 9 cities, Read Newspaper , Use Internet in the last 12 Months, in %
Source: Nielsen Media Index Wave 3, 2004 - 2009

Radio listening trend declines .

All people 10+, 9 cities, in %, pop 43,873,000
42
34
RADIO
06Q1
06Q2
06Q3
06Q4
07Q1
07Q2
07Q3
07Q4
08Q1
08Q2
08Q3
08Q4
09Q1
09Q2
09 Q3 09 Q4

But listening OnLine Increase ..

Radio listeners are increasing their internet use and listening to music more
via internet
Radio listeners - used internet in the past 12 months
Radio listeners - hobbies listen to music

internet function: listen to music
1084
22
19
811
15
565
2007
2008
2009
2007
2008
2009
Age 10+, All 9 Major Cities, People listen to radio yesterday & use internet in past 12 months, in %
People who listen radio yesterday and hobby listen to music, internet function listen to music, in 000 Source: Nielsen Media Index Wave 3, 2007 - 2009

TV viewing is constant
All people 10+, 9 cities, in %, with TV in home (pop 43,873,000)
95
93
06Q1
06Q2
06Q3
06Q4
07Q1
07Q2
07Q3
07Q4
08Q1
08Q2
08Q3
08Q4
09Q1
09Q2
09 Q3
09 Q4

TV still also captures most of the audience attention,

is Asia
%
96
97
95
96
94
Hong Kong
Thailand
Philippines
Indonesia
84
78
Singapore
Taiwan
Malaysia
Source : Nielsen Media Research & Panorama 2008-2009, % Penetration

Indonesia Pay TV (Cable Satellite) Growth 7-8 X

Indonesia:
8.9%
86
60
1.4%
0.1%
2006
48
36
31
2007
2008
34
8.9
Singapore
Taiwan
Malaysia
Hong Kong
Thailand
Philippines
Indonesia
Source : Nielsen Media Research 2008-2009, % Penetration

Home Theater sales is increasing .

Home Theater as an escape and alternative for cheaper
entertainment/indulgence.
Sales in billion Rp | Home Theater I Total Key Accounts
Lebaran
2009
738
676
416
403
323
239
205
223
312
316
310
349
446
326
326
260 262
311329
283
W/E
W/E
W/E
W/E
W/E
W/E
W/E
W/E
W/E
W/E
W/E
04/01/2009 08/02/2009 15/03/2009 19/04/2009 24/05/2009 28/06/2009 02/08/2009 06/09/2009 11/10/2009 15/11/2009 20/12/2009
Home Theater
Source: Nielsen ScanTrack Service

LCD TV Price has been dropping each year

Home Entertainment has becoming more and more affordable for self
indulgence
LCD TV
2008 Price
+/- Rp. 8,000,000
LCD TV
2009 Price
+/- Rp. 5,000,000
Indonesian Consumers are exposed to

Three Screens
Penetration in %, 10 Cities TV Population (46,719,473 individuals) and 9 Cities Internet (7,575,000 individuals) and
Cell phone Population (20,868,000 individuals)
FTA TV
95%
Cellphone
49%
Pay TV
8.9%
Internet
17%
Source: TV Establishment Survey 2009 and Media Index

Indonesia: Time spent on the screens

3:02
3:05
2:19
0:52
TV Avg Time/Day
2008
TV Avg Time/Day
2009
Internet
Cellphone
Base: 10 Cities TAM Source: TV Audience Measurement & Three Screens Report

Indonesian TV viewers also use cell phone as

short context communication medium
Based on 15+ mobile phone users in TV population, 10 Cities in Indonesia (Universe: 22,689,000 individuals)
1-<30 min.
22%
<1 min.
36%
30-<60 min.
16%
>120 min.
5%
60-120 min.
21%
Source: Three Screens Report 2009

Viewers use the best screen available
153:47*
hrs
3:22**
hrs
3:37^
hrs
Monthly Time Spent Viewing Video in Hours: Minutes Per User 2+, Q4 2009
Usage is independent of time
Usage is independent of location

Source: The Nielsen Company Q4 2009; * TV in the home includes live viewing plus playback within 7 days. ** Internet includes home and work who used internet to watch online video. ^ Mobile
video audience consist of 13 or older mobile phone users who access video through any means.
Page 24

Younger demos screen usage is more dispersed

65+
84.4%
4554
67.7%
5564
58.5%
44.9%
3.4 5.3
50.1%
1824
41.2%
1st Screen
0%
Source: CRE Study, 2009
20%
Live TV
Playback via DVR
DVD or VCR
Console Game
3.4 6.7
8.0
14.4
3.1
6.9 2.7
5.1
13.2
8.2
7.4
9.0
9.1
10.9
2.8
8.8
4.0 2.9
Software
Computer video
Mobile talk
Mobile text
Mobile web
Mobile other
Mobile video
9.1
12.0
0.6
12.1
Share of Average Daily Minutes of Screen Media

40%
60%
80%
Web
Email
IM
7.0
2.6
2.4
3.1
4.8
9.8
3.7
8:32
9:34
8:33
8:31
5.7
8:30
100%
4th Screen
2534
1.7 2.7
3.4 3.6
3rd Screen
3544
2nd Screen
Age Group
Total Screen Time (h:mm)

3.1
8:18
1.4 2.3 3.9 2.2
Page 25
Environmental/Other video
In-Cinema movie
GPS navigation %

More Content with Context challenges
Analytic Consulting
Page 26

Content Explosions

Content with Context created by the Consumers
The following are examples of

currently live web-community
Consumers and Marketers are now able to

interact through these type of web-community

Sentiment behind the consumers buzz ?

Positive drivers:
iPhone Sentiment (1/1/07 6/15/07)

Positive
21%
Mixed
29%
Negative
15%
Neutral
35%
I am with Nextel, I have the top of the line phone through
them, and it doesn't do HALF the crap that this iPhone does
and it still cost me over $300 when I bought it. I am switching
to Cingular/AT&T as soon as this phone comes out.
HowardForums, 1/15/2007
April 28, 2010
2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate
Cool features (visual voicemail, touch

screen, music library, internet browsing, etc.)
General excitement
Ease-of-use
Switching providers in order to get the

iPhone
Negative drivers:
High price point
Availability with only one service provider
Concern about Cingulars coverage and

service
No keyboard
Battery life
No 3G functionality
29
Global Trends?

Key Take Outs

Consumers will be driving the growth of Telecommunication, IT &
Media Industry. They would like to be more and more Connected
at their Convenience.
Online
Mobile
Social Networking
Convergence will bring opportunities to transform classic media

into the new platform: Online and on Mobile.
Content will be crucial; particularly when it is followed by the right

Context to reach the audience/consumers
Consolidation is a trend for Industrys efficiencies, but growth can
accelerate even more, when supported with sufficient infrastructure.

Thank You
Confidential & Proprietary Copyright 2008 The Nielsen Company

Trend Industri TIK Media1

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Trend Industri TIK Media1

Uploaded by

Copyright:

Available Formats

Indonesia Consumers Trend :

Confidential & Proprietary Copyright 2008 The Nielsen Company

More drive from Consumers for

Confidential & Proprietary

Mobile Phone Penetration

Source: Nielsen Media Index Q3 2009

Confidential & Proprietary

Indonesia: Cell Phone trend usage

Confidential & Proprietary

Smart Phone will surpass Regular Features

Confidential & Proprietary

connected conveniently through online

Indonesia has > 500,000 connected Blackberry users

What is your pin ID?

Confidential & Proprietary

Internet usage increase in most Asian markets,

Source : Nielsen Media Research 2008-2009

Confidential & Proprietary

Indonesian Internet habit rockets!

2008 : 300K user

User (3rd in the

Consumers are the New Authorities

April 28, 2010

More Convergence & Consolidations

Confidential & Proprietary

ONLINE: Browse, Surf, Interact, on PC & Mobile

Confidential & Proprietary

Print readers has been falling gradually since 2005.

Source : Nielsen Media Index W1 2006 W4 2009

Confidential & Proprietary

Internet Users among newspaper

Confidential & Proprietary

Radio listening trend declines .

Source : Nielsen Media Index W1 2006 W4 2009

Confidential & Proprietary

But listening OnLine Increase ..

Radio listeners - hobbies listen to music

Confidential & Proprietary

Source : Nielsen Media Index W1 2006 W4 2009

Confidential & Proprietary

TV still also captures most of the audience attention,

Source : Nielsen Media Research & Panorama 2008-2009, % Penetration

Confidential & Proprietary

Indonesia Pay TV (Cable Satellite) Growth 7-8 X

Source : Nielsen Media Research 2008-2009, % Penetration

Confidential & Proprietary

Home Theater sales is increasing .

Source: Nielsen ScanTrack Service

Confidential & Proprietary

LCD TV Price has been dropping each year

Indonesian Consumers are exposed to

Source: TV Establishment Survey 2009 and Media Index

Confidential & Proprietary

Indonesia: Time spent on the screens

Confidential & Proprietary

Indonesian TV viewers also use cell phone as

Source: Three Screens Report 2009

Confidential & Proprietary

Viewers use the best screen available

Usage is independent of time

Usage is independent of location

Confidential & Proprietary

Younger demos screen usage is more dispersed

Source: CRE Study, 2009