More than 50% of Indonesia's internet users are located in Java and Bali, however there is significant growth outside of these regions. Internet penetration in Indonesia grew from 17.5% in 2011 to a projected 39.8% in 2016. Social media use also increased substantially over this period, with the number of users growing from 43 million in 2012 to a projected 102.1 million in 2018. Although television remains the most consumed media, internet usage is rising and is now the second most used media behind television. The average Indonesian spends over 5 hours per day on the internet but only 2.5 hours watching television. Popular online activities include searching on Google, using Facebook, watching videos on YouTube, and reading news. Market

1. Q3 / 2015
Indonesia
Digital Landscape

2. Let’s talk about Indonesia

3. MORE THAN 50%
INTERNET USERS
LOCATED IN JAVA & BALI.
BUT,
THERE IS A SIGNIFICANT
INCREASE IN INTERNET
USERS OUTSIDE JAVA AND
BALI
APPJII 2014-2015Global Web Index Q4 2014Nielsen, Q3 2015, Global Trust in AdvertisingAPJII, 2014-2015

4. Indonesia: internet penetration rate 2011-2016
Internet penetration rate Indonesia from 2011 to 2016
Source: eMarketer; ID 254460
Note: Indonesia; 2011 to 2012
17.5%
24%
29%
33%
36.5%
39.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
2011 2012 2013* 2014* 2015* 2016*
Shareofpopulation
Further information regarding this statistic can be found on page 8.
Nielsen, Q3 2015, Global Trust in AdvertisingStatista, 2015, Indonesia Digital Data

5. Indonesia: number of social network users 2012-2018
Number of social network users in Indonesia from 2012 to 2018 (in
millions)
Source: eMarketer; American Marketing Association; ID 247938
Note: Indonesia; 2012 to 2014; Internet users who use a social network site via any device at least once per month
43
55.9
66.4
75.4
84.5
93.3
102.1
0
20
40
60
80
100
120
2012 2013 2014* 2015* 2016* 2017* 2018*
Numberofusersinmillions
Further information regarding this statistic can be found on page 8.
Nielsen, Q3 2015, Global Trust in AdvertisingStatista, 2015, Indonesia Digital Data

6. How About Digital Advertising?

7. 0
1000
2000
3000
4000
5000
6000
7000
2008 2009 2010 2011 2012 2013 2014* 2015*
SpendinginmillionU.S.dollars Television Newspaper Magazine Radio Outdoor Digital
ADVERTISING EXPENDITURE IN INDONESIA
FROM 2008 TO 2015, BY MEDIUM
(IN MILLION U.S. DOLLARS)
Nielsen, Q3 2015, Global Trust in AdvertisingStatista, 2015, Indonesia Digital Data

8. Television
(95%)
Internet
(33%)
Radio (20%)
Newspapers
(12%)
Tabloid (6%)
Magazine
(5%)
Television is still the largest media consumed by the public in Indonesia
Internet has become the second, at the top of radio listeners and newspaper readers
How is your marketing communications strategy?
Nielsen, Q3 2015, Global Trust in AdvertisingNielsen, Q3 2015, Global Trust in AdvertisingNielsen, Q3 2015, Global Trust in Advertising

9. TV vs Internet
• Video usage trends
• Multitasking television viewers
• Video website platform more
popular
Average daily
use of the
internet via
PC or Tablet
Average daily
television
viewing time
5H06M
2H29M
Global Web Index Q4 2014Nielsen, Q3 2015, Global Trust in AdvertisingGlobal Web Index, Q4 2014

10. Most Popular Site in Indonesia
Google.com Facebook.com
Youtube.com Yahoo.com
Detik.com Kaskus.co.id
Wordpress.com Kompas.com
Liputan6.com
It means,
People search something
People post something
People talk something
People watch something
People Read something
AlexaNielsen, Q3 2015, Global Trust in AdvertisingAlexa, 2015

11. Shifting Towards MobileShifting Towards Mobile

12. TIME TO SWITCH TO MOBILE
USERS
How is the impact?
•Mobile friendly contents
•Photos vs videos
•Target audiences
•3 seconds 1st impression
APPJII 2014-2015Global Web Index Q4 2014Nielsen, Q3 2015, Global Trust in AdvertisingAPJII, 2014-2015

14. • Social media still impactful
• From text to visual contents
• Internet will be new “TV Generations”
• Invest more to video contents
• Expands content distribution
• Wider channel exposure, higher
awareness, better performance

15. Content Is King, But Distribution Is Queen
Jonathan Perelman

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