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Digital Indonesia 2010
Yahoo!-TNS Net Index Highlights

Jakarta, Indonesia
No part of this document may be quoted, reproduced, stored in a retrieval system, or transmitted in any form or by any means – electronic,
mechanical, photocopying, recording, or otherwise – without the written permission of Yahoo! Southeast Asia Pte. Ltd. and TNS Indonesia.
Research Design
Study Scope
2009 2010
Internet User Profile x x
Internet Access & Activities x x
Web Motivations x Expanded
Internet Portals x x
Search Engines x x
Web Based E-mail x x
Instant Messengers x x
Social Networking x x
Community Groups/Forums x Expanded
Blogging x
User Generated Content x

Study Scope
2009 2010
Mobile Internet x Expanded
Online Transactions x
Online Gaming x
Online News x
Cross Media Usage (Including TV, Print And Radio) x x
Product Consumption & Brand Preferences x x
User Psychographics & Attitudes x Expanded

2008-2009: Recap
Internet - strong affinity with the Upscale…
Past
Past Week
Week Reach
Reach (%)
(%)
Base: Urban Indonesians aged 15-50 years old from SES ABC households
Source: Yahoo!-TNS Net Index Indonesia 2009
…and with the Indonesian youth
Past
Past Week
Week Reach
Reach (%)
(%)
Warnets primary mode of Internet access as
home access remains low
Place
Place of
of Access
Access -- Past
Past 33 Months
Months (%)
(%) Share
Share of
of Internet
Internet Hours
Hours
2009-2010: Shifts and Trends
Jakarta still largest but growth increasingly lead
by Tier 2 towns…
2009 2010
Past
Past Month
Month Reach
Reach (%)
(%)
Tier 1 growth (Avg.): 35% Tier 2 growth (Avg.): 63%
… and Young adults from lower SES
households
TOTAL
TOTAL Age
Age Gender
Gender SES
SES
2009 2010
Past
Past Month
Month Reach
Reach (%)
(%)
Transition from shared to private access
Place
Place of
of access
access (%)
(%)
2009 2010
Base: Past month urban internet users aged 15-50 years old from SES ABC households
Key activities remain unchanged
but preferences may be evolving…
Monthly Online Activities (%) 2009 2010*

Visited a social networking site 58 77
Visited internet portal front pages 57 65
Used a search engine 56 64
Used instant messengers 58 57
Used email 59 53
Read News online 47 45
Downloaded or uploaded music files online 34 44
Visited chat rooms 47 42
Read sports information 30 35
Read entertainment/celebrity news 29 35
Listened to podcasts 34 31
Sent Internet SMS 25 30
Played games online 35 30
Social media is changing the rules of
engagement
Social Networking becoming a dominant online
activity
Past
Past Month
Month Usage(%)
Usage(%)
Email
Email Messenger
Messenger Social
Social Networking
Networking
77
59 58 58
57
53
2009 2010 2009 2010 2009 2010
Rank
Rank 11 33 22 22 33 11
A platform to connect, communicate and share
Reasons
Reasons for
for using
using Social
Social Networking
Networking sites
sites (%)
(%)
Base: Past month urban internet users aged 15-50 years old from SES ABCDE households who have visited social
networking sites in the past month
Not merely for the young
Total
Total Age
Age Gender
Gender SES
SES
Social networks do differ for the young
and ‘not-so-young’
Index
Index Scores
Scores
15-19 20-29 30-39 40-50

years years years years
Regular friends 106 100 99 67
Friends with whom you had lost contact 94 102 101 114
Family members 84 102 116 125
People from outside the city/country 95 109 89 83
People only know in the virtual world 96 107 96 68
People met once or twice in person 100 109 84 63
Referrals from friends 115 93 100 81
Co-workers 25 112 197 79
Watch the third‐screen:
Mobile internet catching up fast
Users leapfrogging directly on to mobile
internet, given low levels of home access
Past
Past Month
Month Reach
Reach (%)
(%) Mobile
Mobile Internet
Internet Access
Access (%)
(%)
2009 2010
Especially among the lower classes
Mobile
Mobile Internet
Internet Access
Access (%)
(%)
Note: Sample expanded to SES DE in 2010
Past month urban internet users aged 15-50 years old from SES ABCDE households
Communication followed by Search are key
mobile internet drivers
Mobile
Mobile Internet
Internet Activities
Activities (%)
(%)
Base: Past month urban internet users aged 15-50 years old from SES ABCDE households who have
accessed internet through mobile phones
Digital Media changing the way we
consume News
Online news reading popular among older elites
but youth still account for a dominant share
Total
Total Age
Age Gender
Gender SES
SES
Base: Past month urban internet users aged 15-50 years old from SES ABCDE households
Portals followed by Local News sites are key
content sources
Sources
Sources for
for news
news content
content (%)
(%)
Base: Past month urban internet users aged 15-50 years old from SES ABCDE households who have visited online
news sites in the past month
Clear preference towards entertainment
related news content…
Content
Content genre
genre read
read regularly
regularly (%)
(%)
…particularly among Females/Youngsters
Index
Index Scores*
Scores*
Class Class Class 15-19 20-29 30-39 40+

Male Female Class DE
A B C years years years years
Art 95 106 95 83 134 81 133 111 86 8
Blog news 98 102 112 92 91 103 74 99 121 100
Business/ Finance 118 78 134 125 121 42 14 96 150 164
Career & Jobs 97 103 80 135 90 73 59 112 105 99
Celebrity gossip 43 169 102 99 92 120 110 113 67 98
Environment 91 111 95 111 89 114 96 93 97 159
Fashion 14 204 106 95 91 127 140 109 41 133
Food 51 159 129 96 66 77 69 105 86 175
Health & Fitness 86 116 107 111 73 110 91 91 109 147
Local/National events 116 81 134 86 90 0 38 127 89 105
Music and Movies 97 104 108 94 102 76 148 104 64 81
Science and Medicine 85 118 120 85 97 68 113 81 107 166
Sports 157 31 102 95 104 102 98 109 95 62
Technology 126 68 129 84 91 44 82 107 98 100
For information on Yahoo!-TNS Net Index 2010 (Indonesia)
Contact: sg-sales@yahoo-inc.com
Or
TNS Indonesia
karthik.venkatakrishnan@tns-global.com

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Digital Indonesia 2010

Yahoo!-TNS Net Index Highlights

Internet Access & Activities x x

Web Motivations x Expanded

Web Based E-mail x x

Community Groups/Forums x Expanded

User Generated Content x

Cross Media Usage (Including TV, Print And Radio) x x

Product Consumption & Brand Preferences x x

User Psychographics & Attitudes x Expanded

Tier 1 growth (Avg.): 35% Tier 2 growth (Avg.): 63%

Monthly Online Activities (%) 2009 2010*

2009 2010 2009 2010 2009 2010

15-19 20-29 30-39 40-50

Family members 84 102 116 125

People from outside the city/country 95 109 89 83

People only know in the virtual world 96 107 96 68

People met once or twice in person 100 109 84 63

Referrals from friends 115 93 100 81

Co-workers 25 112 197 79

Note: Sample expanded to SES DE in 2010

Class Class Class 15-19 20-29 30-39 40+

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