Findings from the 2012 International Audience Research Project Survey Background and Conditions Survey Background and Conditions Target population Adults 15 and older living in households Population Coverage 93 of adult population in Indonesia ID: 193900
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Slide1Slide2
Media Use in Indonesia
Findings from the 2012 International Audience Research ProjectSlide3
Survey Background and ConditionsSlide4
Survey Background and
Conditions
Target population: Adults 15 and older living in households
Population Coverage: 93% of adult population in Indonesia
11 provinces were excluded (North Sulawesi, Central
kalimantan, South East Sulawesi, Riau Island, Benkulu, Maluku, Bangka Belitung, Gorontalo, West Sulawesi, North Maluku, West Papua)Sample size: 3,000 nationally representative, oversamplein JakartaLanguage: IndonesianMethodology: Interviews were collected face-to-face in respondent’s homeField Period: July 4th – Aug 2nd , 2012Response rate: 74%
4Slide5
Media Usage Patterns
5Slide6
Television and Mobile Phones are most popular in Indonesian households
Which of the following do you have working in your household?
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Base: All respondents, N=3000Slide7
Daily Use of Media Platforms for News
7Slide8
Daily Media Use for News, by Demographic
8Slide9
Most Important Information Source (net)
9
Which
stations, publications, or sites are your three MOST important sources of information
?Slide10
Satellite Dish More Prevalent in Rural Areas
10
How does your television receive its signal?
N=2784
N=913
N=1871Slide11
Significant Regional Difference in TV Signal Access
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N=579
N=763
N=512
N=524N=114
N=151
N=141Slide12
Trends in Access and Usage
12Slide13
Radio ownership and its use for news continues
its decline
13
N=3000
N=3000
N=3000 Slide14
Significant Growth in New Media Access
14
Which of the following do you have working in your household?
N=3000
N=3000
N=3000 N=3000 Slide15
New Media Usage Trends
15
N=3000
N=3000
N=3000 Slide16
Mobile Ownership Trends, by
Urbanicity
16
N=3000
N=3000
N=3000 Slide17
Past Week Internet Usage Trends, by
Urbanicity
17
N=3000
N=3000
N=3000 Slide18
Mobile
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Personal Mobile Phone Access Most Prevalent Among Young And Most Educated
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Percentage who
report having a personal mobile phoneSlide20
Reported Smartphone Ownership, by Age
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N=3000
N=468
N=738
N=1285N=509Slide21
SMS and Text Messaging Most Common Use of Mobile
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Base: Those who have a personal mobile phone N=2,083Slide22
Past Week Mobile Activities, by Age
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Information Would Like to Receive Through SMS Without Any Cost To Individuals
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Base: Those who have a personal mobile phone N=2,083Slide24
Internet
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Past Week Internet Use, by Age
25
N=3000
N=468
N=738
N=1285N=509Slide26
Past Week Internet Use, by Urbanicity
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Past Week Internet Use, by Education
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Internet Use by Intensity of News Consumption
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Vast Majority of Regular Users of Internet Access
the Latest News
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Base: Regular user of Internet N=433
In the last 7 days, which of the following activities have you used the Internet forSlide30
Where Internet is Used, by Age
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Where Web Users go for News
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Base: Past Week Internet Users, N=433Slide32
Social Networking and Information Sharing
32Slide33
Facebook the most accessed Social Networking Service
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Base: All respondents, N=3000
Which of the following services have you used in the past 7 days for social networking?Slide34
Used Social Networking in Last Week, by Age
34
N=3000
N=468
N=738
N=1285N=509Slide35
Frequency of Information Sharing
35
Base: All Respondents, N=3000
How often do you discuss or share news with family, friends, or your social
networkSlide36
Frequency of Information Sharing: Internet Users
vs Others
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Means of Information Sharing
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Base: Daily/Almost News Sharers, N=821
Do you share news with your friends, family, or social networks in any of the following
ways?Slide38
Means of Information Sharing, by Age
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Key Information Sources: Prospects for Change?
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N=3000
N=797
N=100
N=940Slide40
Conclusions
Television remains the most important medium by far, both in terms of overall reach and as a news source
Internet access – heavily driven by mobile take-up – has reached critical mass, especially among key demographics
This phenomenon is national in nature and not just confined to more affluent urban areas
Given the heavy reliance on mobile for Internet access; Internet content needs to work well on mobile platforms
Any communications strategy for Indonesia has to take into account the large and growing role of social media, especially among the youngIt’s only the beginning …40Slide41
Upcoming BBG Research Series Events
Upcoming BBG Research Series events:
Thursday, November 8: Russia
Thursday, December 6: To be announced.
Learn more about the BBG
Research series at http://j.mp/UjCmJb Have a question? Contact us at 202-203-4400 or pubaff@bbg.gov