This a presentation that I made on Media Day Nonton.com, an entertainment & video streaming website.

1. THANK YOU
Seno Pramuadji
Digital Gatekeeper
Twitter: @seno_pramuadji
www.about.me/senopramuadji

2. PERJALANAN KARIER?
PRESENT:
SOCIAL MEDIA & DIGITAL ACTIVATION
Brand & Marketing Communication Smartfren Telecom, Tbk
PAST:
PT LEJEL HOME SHOPPING
B;INTEGRATED (AGENSI IKLAN)
MANGGA DUA SQUARE
KINO CORP (FMCG)
RADIO PRAMBORS SEMARANG

3. +1.619 members
https://www.facebook.com/groups/Social.Media.Strategist/

4. DIGITAL
BEHAV
IOUR
IN
>> I N D O N E S I A
Batik: Vidyahansinaga.com

5. AGE
NDA
• SEE BEYOND DATA ON INDONESIA’S DIGITAL
LANDSCAPE
• HOW IS CUSTOMERS IN DIGITAL
• DIGITAL MEDIA in INDONESIA
• INSIGHTS on DIGITAL BEHAVIOUR in INDONESIA

6. RESP
ONSE
• KNOWING THE DATA AND JOURNEY
• HOW TO PLAN YOUR MEDIA
• GET A CLUE of WHAT’S YOUR CUSTOMER IS DOING
• GRAB an OPPORTUNITY FOR NEW CLIENTS?

7. DIGITAL
landscape

8. ONLINE POPULATION
in 73
INDONESIA
±MILLION
Source: eMarketer, 2013

9. 28%
INTERNET USER
penetration
in INDONESIA
EVERY YEAR
Source: Kominfo 2014

10. INTERNET USER
*in millions
63
82
107
139
2012 2013 2014 2015
Source: Kominfo 2014, proyeksi APJII

11. female male
DEMOGRAPHIC
48,4
Source: : APJII,
Profil Internet
Indonesia,
Des 2012
51,5

12. 51
49
Source:
We Are
Social SG
JAN 2014
DEMOGRAPHIC
urban
rural
rural urban

13. DEMOGRAPHIC by AGE
9,1 %
10,9 %
11,8 %
11,6 %
10,9 %
9,9 %
14,2 %
10,1 %
6%
3,1 %
INTERNET USER IS DOMINATED
By YOUNGER GENERATION
12 – 34 years old (58,4 %)
Source: : APJII,
Profil Internet
Indonesia,
Des 2012

14. 10,1 %
Source: : APJII,
Profil Internet
Indonesia,
Des 2012
BASED ON EDUCATION
20,8%
11,1%
47,9 %
7,5%
1,3%
ELEMENTARY
JUNIOR HIGH
HIGH SCHOOL
DIPLOMA
S1
S2

15. 21,5%
ENTREPRENUER
15,1 %
BLUE COLLAR
63,4%
WHITE COLLAR
PROFESSION at WORK

16. TOP CITIES FACEBOOK (million users)
Source: Social
Bakers
2013,
Forbes
BANGKOK
ISTANBUL
BOGOTA
SAO PAOLO
MEXICO
SANTIAGO
MUMBAI
LONDON
BUENOS AIRES
JAKARTA
8,7
7,0
3,5
6,0
7,4
4,2
3,7
5,7
6,1
4,1

17. TOP CITIES TWITTER (% of global tweet)
Source: Social
Bakers,
Forbes
JAKARTA
TOKYO
LONDON
SAO PAOLO
NEW YORK
BANDUNG
PARIS
LOS ANGELES
CHICAGO
RIYADH
2,4
2,0
0,8
1,8
2,3
1,1
0,9
1,3
1,9
0,9

18. MONTHLY MOBILE USERS
61M
PEOPLE USE FB EVERY MONTH
in INDONESIA
ON AVERAGE,
MORE THAN
69M
PEOPLE USE FB
EVERY MONTH
IN INDONESIA
31M
PEOPLE USE FB
EVERYDAY
in INDONESIA
THAT'S
89
of INTERNET
USERS in
INDONESIA
Source: FACEBOOK
INTERNAL

19. Spent on TV and Digital
online
Magazine
Newspaper
Radio
Watch TV
Source: Facebook
internal
41
9 4 6
41
15
of People media
time is spent in FB

20. #3
FASTEST GROWING
POPULATION
2.614.214
TOTAL LINKEDIN USERS
LINKEDIN in INDONESIA
11,01
PENETRATION of ONLINE
POPULATION
RANK 18
Socialbakers (Global,2014)
3 INDUSTRIES
OIL & ENERGY, TELECOMMUNICATION,
TI & SERVICE
Source: Linkedin 2012, Socialbakers 2013

21. DOMINATING
PATH in INDONESIA
4 MILLION
USERS in INDONESIA 30 %
TRAFFIC AROUND
the WORLD
USD 25 M
Bakrie Global GROUP
23.000.000 INDONESIA INVESTMENT
USERS in THE WORLD
Source: Dave Morin, CEO Path’s statement, 2014

22. SOCIAL MEDIA USE
ANY SOCIAL NETWORK
FACEBOOK
TWITTER
GOOGLE+
LINKEDIN
79
41
INSTAGRAM OWN AN ACCOUNT
USED in THE PAST MONTH
98%
93%
32%
80%
74%
39%
59
33
15
12
Source: We Are Social SG JAN 2014

23. TOTAL
POPULATION
ACTIVE INTERNET
USER
ACTIVE
SOCIAL MEDIA
USERS
ACTIVE MOBILE
SOCIAL USERS
SOCIAL INDICATORS
251.2
MILLION
71.2
MILLION
70
MILLION
48
MILLION
Source: We Are Social SG AUGUS 2014

24. ACTIVE MOBILE
SUBSCRIPTIONS
MOBILE BROADBAND
SUBSCRIPTIONS
AS A PERCENTAGES
of TOTAL POPULATION
PERCENTAGE of
MOBILE SOCIAL as a
PERCENTAGE of the
TOTAL POPULATION
MOBILE STATS
ACTIVE SOCIAL
MEDIA USERS
ACCESSING SOCIAL
MEDIA on a MOBILE
DEVICE
##
314.3M 32 52M 21
Source: We Are Social SG AUGUST 2014

25. ALMOST HALF OF USERS WHO WATCH VIDEO
ONLINE IN INDONESIA ARE 15-24 yo
Source: ComScore
Video Metrix 2012

26. TIME ON SITE PER SESSION 18 MINUTES
Source: Youtube, 2013

27. 900.000
HOURS OF VIDEO VIEWED/DAY
Source: Youtube, 2013

28. 22 OF VIEWS
COME FROM MOBILE
Source: Youtube, 2013

29. 22 OF VIEWS
COME FROM MOBILE
Source: Youtube, 2013

30. TOP TEN YOUTUBE ARTIST
dengan SUBSCRIBER & VIEWS TERBANYAK
RADITYA
DIKA
1,372,632
44,888,047
EKA
GUSTIWANA
235,934
19,613,087
NATASHAFARANI
69,083
16,261,068
GAMAL1990
73,344
13,950,680
EDHO
ZELL
15,142
10,617,590
MALESBANGET.COM
213,453
14,528,423
WITA
W.
22,078
11,203,954
BAYU
SKAK
133,813
10,415,800
SACHA
STEVENSON
178,866
9,476,692
AARON
ASHAB
107,284
4,894,395
SOURCE:
www.socialblade.com/youtube/top/country/ID/mostsubscribed,
2014)

31. WHAT DO PEOPLE WATCH?
VIDEO CLIPS
MOVIES
TUTORIALS
CAT VIDEOS
BABY VIDEOS

33. MOST WATCHED VIDEO?
BOX OFFICE
KOREAN DRAMA
FILM INDONESIA
WESTERN
ANIME
1
2
3
4
5

34. DIGITAL
behaviour

35. BEFORE:
FINDING &
READING INFO/
NEWS on
NEWSPAPER

36. AFTER:
NEWS PORTAL
via DESKTOP

37. BEFORE:
NEGO/PRICE
BARGAINING AT
TRADITIONAL

38. AFTER:
SHOPPING
ONLINE,
Even FOR FRESH
GOODS

39. AFTER:
YOU CAN
BARGAIN THINGS
WHEN YOUR
SHOPPING
ONLINE

40. 5.5 hour
TOTAL MEDIA TIME
SPENT IN INDONESIA
Source: iNMOBI FEB 2014

41. 71
IS USING MOBILE WHILE
WATCHING TV
THERE IS EVIDENCE SUGGESTING CAMPAIGNS
THAT REACH THE SAME AUDIENCE THROUGH BOTH THE
INTERNET AND TELEVISION PERFORM BETTER
IN TERMS OF BRANDING.
Source: iNMOBI FEB 2014

42. HOW DO YOU TYPICALLY GO ONLINE TO SURF THE WEB:
4% DESKTOP/LAPTOP
15% EVENLY SPLIT BETWEEN MOBILE & LAPTOP
41% MOSTLY VIA MOBILE PHONE
40% ONLY VIA MOBILE PHONE
Source: iNMOBI FEB 2014

43. Source:
ALEXA.com
2014
1
2
3
4
5
DETIK.COM
THE BIG PLAYER in INDONESIA
KOMPAS.COM VIVA.CO.ID
TRIBUNNEWS.COM
MERDEKA.COM
6
7
8
9
OKEZONE.COM
LIPUTAN6.COM
TEMPO.CO
BOLA.NET

44. Source:
ALEXA.com
2014
1
2
3
4
5
TOP 5 ENTERTAINMENT WEB
KAPANLAGI.COM
21CINEPLEX.COM
NONTON.COM
SOOPERBOY.COM
MALESBANGET.COM

45. THE RISE Of
SMARTPHONE

46. 23 77 SMARTPHONE
FEATURE PHONE
Source: Nielsen, Sept 2013

47. 14
SMARTPHONE USERS SEARCH
FOR LOCAL INFO BY PHONE
Source: We Are Social SG JAN 2014

48. 57
SMARTPHONE USERS
PURCHASE ONLINE
by PHONE
Source: We Are Social SG JAN 2014
Source: E-MARKETEERS 2014
94 T
CASHFLOW FROM
E-COMMERCE

49. 90 %
80 %
70 %
60 %
50 %
40 %
30 %
20 %
10 %
0 %
SMARTPHONE OWNERSHIP AMONG
INTERNET USERS
IND PHI THA MAL SIN

50. 53
35
4
9
ANDROID OS BB WINDOWS IOS
Source: InMobi, Mobile Media Consumption

51. WHAT INDONESIAN SEARCH
24
20
16
14
12
8
GROWTH in
MOBILE
USAGE
is COMING FROM
SOCIAL
MEDIA&
ENTERTAINMENT
Source: InMobi, Mobile Media Consumption
SOCIAL MEDIA
ENTERTAINMENT
GENERAL INFO
E-MAIL
GAMES
SHOPPING

52. DIGITAL
MOBILE
WHERE PEOPLE ONLINE?
69
35
29
17
14
6
6
In INDONESIA,
PEOPLE
LIKE TO USE
MOBILE PHONE
when
THEY’RE
ALONE
Source: InMobi, Mobile Media Consumption
IN BED
WAITING
WATCHING TV
SPEND TIME W/ FAMILY
COMMUTER LINE
MEETING/CLASS
BATHROOM

53. MORE CHAT PLEASE..(GLOBAL)
600M
438M
WHATSAPP MONTHLY ACTIVE USERS
WECHAT MONTHLY ACTIVE USERS
LINE REGISTERED USERS
KAKAO REGISTERED USERS
490M
140M
Source: WE ARE SOCIAL SG 2014

54. INDONESIAN LIKES TO CHAT...A LOT
43
37
36
23
20
16
16
INDONESIANS
ARE A VERY
SOCIAL
AND “CHATTY”
MARKET
Source: On Device Research 2013
WHATSAPP
BBM
LINE
FB MESSENGER
WECHAT
KAKAOTALK
SKYPE

55. DIGITAL
media

56. INDONESIA MEDIA
CONSUMPTION
TELEVISI
43,5
INTERNET
2
30,4
RADIO NEWSPAPER
1
3 4
17,4 8,7
INTERNET USER IS
DOMINATED
By YOUNGER
GENERATION
12 – 34 years
Source: Nielsen, eMarketer, 2012

57. READING BY DEVICE
2
27
6
7
Source: iNMOBI FEB 2014
1
31
3
16
9
4 5
10

58. MAL IND PHI THA
Source: GlobalWebIndex Q1 - Q2 2014

59. CONSUMERS PLACED THE HIGHEST
LEVEL OF TRUST IN WORD-OF-MOUTH
ENDORSEMENTS
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
85

60. TELEVISION, MAGAZINE AND
NEWSPAPER! ((STILL) THE MOST-TRUSTED
FORMS OF PAID
ADVERTISING
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
74

61. INDONESIANS SAID THEY TRUST
CONSUMER-CONSENTED EMAIL
MESSAGES
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
68

62. ONLINE BANNER ADS ALSO
RECORDED A POSITIVE SHIFT IN
TRUST LEVELS
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
48

63. INDONESIANS TRUSTED ADS IN
SEARCH ENGINE RESULTS
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
57

64. INDONESIAN CUSTOMERS TRUSTED
ONLINE VIDEO ADS (e.g: YOUTUBE)
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
52

65. CUSTOMERS BELIEVES BRAND
WEBSITES TO BE CREDIBLE
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing
75

66. $34 BILLION
ONLINE AD SPEND IS GROWING
RAPIDLY in ASIA PACIFIC BY 2015
- PricewaterhouseCoopers
Source:
Nielsen’s
Global
Survey
of
Trust
in
Adver[sing

67. RECAP
HAMPIR 74 INTERNET
USER, 16-25 IS
POTENTIAL MARKET
HABIS BANYAK WAKTU DI
SOCIAL MEDIA+VIDEO
FB IS STILL BIG in INDONESIA
DESPITE NEW SOCIAL MEDIA
SENANG GOSIP, NGOBROL
DI IM (INSTANT MESS)
ONLINE ADS IS GROWING
BETTER THAN BEFORE
ORANG INDONESIA SUKA
MENG-EKSPLORE MEDIA
SOSIAL
ONLINE VIDEO &
MOBILE IS THE FUTURE
LEBIH PD VIEWERS, BUKAN
UPLOADERS
TV IS REPLACE BY SOCIAL
MEDIA

68. Credit:
www.freeimages.com
http://unsplash.com/
http://gratisography.com/
http://compfight.com/
http://www.fontsquirrel.com/
http://www.urbanfonts.com/
http://onebigphoto.com
www.DAFONT.com
www.FONTFABRIC.COM
http://www.urbanfonts.com/
Presentation that OFTW; @Slidecomet Presentation
Re-Present; @Slidecomet
APJII
8 Slide Presentation; Daman Nafar
5 Tips on Typography; Daman Nafar

69. THANK YOU
Seno Pramuadji
SOCIAL MEDIA & DIGITAL ACTIVATION
Twitter: @seno_pramuadji
www.about.me/senopramuadji