Indonesia Online News Consumption Study

1© GfK 2016 | Online News Consumption Study Indonesia | December 2015
Indonesia Online News Consumption Study
Baidu Indonesia | Indonesia Digital Association | Indonesia Creative Economic Agency

Research Context

Research Methodology
Jakarta
Bandung
Surabaya
Bodetabek
Semarang
Conducted in 5 major urban areas
Two-pronged research approach ...
On-device measurement
with LeoTrace Software
1521
panelists
Consumer Survey via diary
placement and face-to-face
interviews
775
respondents
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 Television
News
paper Radio Computer
73% 70%
49% 48%
32% 30%
Entertain
ment
Social
Issues
Politic and
Government
Sports Religion
Science and
Technology
Who is the online
news consumer ? More From
SES A
33-42
years 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
96
91
31
15
10 10 8 8 6 5
Which media are used to get information ?
Smartphone Television News
paper
Radio Computer Laptop Cellular
Phone
Tabloid 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 18
20
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 8
15
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
Newspaper
40
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
17
15
11
16
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 18 20
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 11
16
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
73
70
49 48
32 30 29
26 25
20 19
Entertain
ment
Social
Issues
Politic and
Government
Sports Religion Science and
Technology
Beauty 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 old
23 – 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
15
18 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
0
5
39
27
24
4
1
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
17
14
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
28
24
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 basis
Consuming online news once in a day to
several times a day
24%
Weekly basis
Consuming online news once in a week to
4-6 times in a week
60%
Monthly basis
Consuming 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
40
19 20
42
67 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
18
27 19
38
63
57
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*
27 18
59
61
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 movies
169
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?

Indonesia Online News Consumption Study

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