The 2009 Indonesia Blogger Survey surveyed 219 Indonesian bloggers to understand their profiles, behaviors, and opinions. Some key findings: - 45% of bloggers live in Greater Jakarta, while others are spread across Indonesia and overseas. - Bloggers have a strong presence on social media, being registered on 3-4 sites on average. - While most bloggers are relatively new, having blogged for 2 years or less, they blog actively, spending 3-5 hours per week on average. - Bloggers trust other bloggers more than traditional media as a source of information, though some say traditional media is more reliable due to resources for research.

1. A Closer Look at
Indonesian Bloggers
Indonesia Blogger Survey 2009
Key Findings

2. 2009 Indonesia Blogger Survey
The 2009 Indonesia Blogger Survey is an online survey carried out by
IndoPacific Edelman and Blogfam
It is designed to take a closer look at the profiles of Indonesian bloggers
Research period: October 2008 – February 2009
219 bloggers (members and non-members of Blogfam) participated
IndoPacific Edelman also interviewed 7 prominent bloggers
45% of bloggers live in the Greater Jakarta area, while the rest are spread
over other areas in Indonesia, such as Sumatra, Java, Kalimantan, Sulawesi,
Bali, and Papua, as well as overseas

3. Key Findings
Bloggers trust other
Bloggers have strong
bloggers when
presence in social
looking for
media
information
Bloggers have low
Intensity and interest in monitoring
frequency of blogging their own blogs as
increase over time well as identifying
their blogs’ level of
influence

4. “Blogging is a journey for
bloggers to find their
passions.” (Enda Nasution)
Indonesia Blogger Survey
WHO & WHY

5. Facts & Figures
Base: all respondents

6. Facts & Figures
Base: all respondents

7. Most bloggers are relatively new
61% have been
blogging for 2
years or less
Base: all respondents
Q: How long have you had a blog? (in years)

8. But they are active
No differences
between length of
years blogging and
time spent for
blogging
Base: all respondents
Q: On average, how many hours a week do you spend blogging??

9. And have a strong presence in social media
On average, bloggers are
registered with 3 to 4 social
networking sites
Most frequently used
feature: Journal/blog/notes
(46%)
Base: all respondents
Q: Of the online community networks listed below, which one are you
registered on?

10. Blogging is very personal
Base: all respondents
Q: When you first decided to start a blog, what were your main reasons?
And you are now writing to… (You may choose a maximum of 5 options)

11. Transformation in blogging
Insights from in-depth interviews with influential bloggers
Personal Sharing mechanism
documentation with others
Personal notes Personal branding
Spontaneous Experience-based
writing opinion articles
Personal space Public space

12. “We are in a period of reform –
from a visual to reading/writing
society … one future trend will be
to see more blogs about serious
topics *more than personal+.” (Romi
Satrio Wahono)
Indonesia Blogger Survey
WHAT THEY WRITE

13. Content: It's all about me
Base: all respondents
Q: Which of the statements below best describes your blog content?
Please choose a maximum of 3 answers.

14. Topics written by bloggers
Base: all respondents
Q: Which topic do you usually discuss on your blogs? Please choose a
maximum of 3 answers.

15. Influence of marital status in reasons for blogging
Personal-related Business-related
activities activities
Base: all respondents
Q: When you first decided to start a blog, what were your main reasons?
And you are now writing to… (You may choose a maximum of 5 options)

16. Mars vs. Venus
Male bloggers
Female bloggers
• Blogging mostly to share • Blogging mostly to channel
knowledge/experience their writing hobby
• More into technology-related • Like posting light information
postings (entertainment and personal
• Also interested in stories)
entertainment-related topics • Mostly search for traveling
• Registered in 2-3 SNS and culinary-related topics
• Prefer to check email and • Registered in 2-3 SNS
access content-sharing • Prefer to check email and
websites in limited online access SNS in limited online
session session
• More likely to monitor their • Pay less attention to their
blogs’ traffic blogs’ traffic

17. “Blogging changes over time. In the
early days, we were happy when our
postings were read. Now, we are
more enthusiastic about writing.
When we find something unique, we
share. ” (Bayu Amus)
Indonesia Blogger Survey
HOW OFTEN

18. Intensity increased in first year, then stabilized
Intensity and frequency of blogging compared to years of blogging

19. Most bloggers actively update their blogs in the first 2 years
Rarely Often
56% 55%
Often
52%
Often Rarely
Often
44% 46%
42%
55% of all bloggers
often update their
blogs
Base: all respondents
Q: How often do you update your blog per month (if you have more than 1
blog, please answer with the most frequent time)?

20. Updating blogs is opportunity-driven
Bloggers with
lower intensity
rarely update
their blogs
(59%)
Bloggers with
higher intensity
actively update
their blogs
• Often 59%
• Very often 21%
Base: all respondents
Q: How often do you update your blog per month (if you have more than 1
blog, please answer with the most frequent time)? What are your main
reasons for updating your blog or adding a new entry to your blog?

21. “To me, blogging is done with
passion and from the inside…so
its success is not a concern.”
(Wicaksono)
Indonesia Blogger Survey
SUCCESS METRICS

22. Monitoring of own blog
Entrepreneurs (80%) and
professionals (85%) have
higher interest in monitoring
their blog’s traffic
Reasons for monitoring:
Curious about number of
visitors (44%) “It’s not important
to monitor my
Curious about visitor blogs.” (68%)
preferences (29%)
Male (63%)
Curious about visitor profiles
(13%) “Don’t know
Female (37%)
how to do it.”
Curious about influence of (12%)
blog on visitors (7%)
Base: all respondents
Q: Do you intentionally monitor the traffic and page views of your blog?
(please mention your reasons)

23. “Traditional media remain the
more trusted sources of
information because, unlike blogs,
they are formal institutions.”
(Romi Satrio Wahono)
Indonesia Blogger Survey
SOURCES OF INFORMATION

24. Trusted sources of information
“News portals are more trusted
than blogs because bloggers lack
the resources to undertake
proper research for their
postings.“ (Endah Sulwesi)
Traditional media
• Have reliable sources and research
• Provide more accurate info
• Institutionalized
Blogs
• From “a person like me”
• Has detailed behind-the-scene info
• More varied and creative in topics
Base: all respondents • Free of “interests”
Q: When searching for information, which type of media do you think are
the most reliable for providing accurate information?

25. Influence of blogs on readers
“No easy way to determine
the credibility of news in
blogs, unless we know the
blogger.” (Enda Nasution)
Q: In the following statements, you are required to provide a score for
each statement based on your opinion about the level of influence of your
blog (Top 4 Box)

26. 2009 Indonesia
Blogger Survey
Thank You