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Indonesia Online 2010

Indonesia Online 2010

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Published by ricshreves
A look at Internet (web) activity in the Indonesia market in 2010. Focused on identifying the top site, the leading brand and the emerging market leaders.

You can learn more at: http://www.waterandstone.com/book/indonesia-online-2010-jan-2011
A look at Internet (web) activity in the Indonesia market in 2010. Focused on identifying the top site, the leading brand and the emerging market leaders.

You can learn more at: http://www.waterandstone.com/book/indonesia-online-2010-jan-2011

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Categories:Types, Research
Published by: ricshreves on Jan 13, 2011
Copyright:Attribution Non-commercial

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02/21/2012

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INDONESIA 
ONLINE 2010
a white paper
 
Contents
 Top 10.....................3Social Networks........4Portals......................5Microblogs & Status...6Blog Sites.................7Social Bookmarks......8Gaming.................... 9Shopping................10News......................11Sports....................12Finance...................13 About the Publisher..14
ExecutiveSummary 
2 Indonesia on the Internet 2010 a water&stone white paper As a firm operating in Indonesia andfocused on digital media, we watch thedevelopment of the Indonesian Internetmarket with interest. While everyoneagrees the market is growing rapidlyand that the velocity of change issignificant, there is a lack of availabledata documenting what is happening.Official statistics from the governmentare hard to find and often out of date,audience measurement firms are fewand far between (and loathe to sharetheir information freely). This year, we decided to step into thegap and provide our own summary of the state of the Internet in Indonesia,2010. Our focus is on raisingawareness of what is happening online-- where do people visit? What brandsare emerging? Who are the players inthis dynamic market? To that end, weoffer this paper and hope you find ituseful.
- Ric Shreves, water&stone
 What do we know about Indonesia?
In terms of population size, Indonesia is fourth in the world. With almost
238million
people; Indonesia total population ranks between Brazil and the UnitedStates. (see, wikipedia)Indonesia is the world’s most populous Muslim nation. (see, wikipedia)Indonesia’s Internet population is projected to be
45 million
people; that is apenetration rate of 
18.9%
. (see, China Daily) To give you some idea of the growth in the Internet in Indonesia, the Internetpopulation in 2008 was
18 million
. Put another way,
150%
growth in the spanof 2 years. (see, World Bank)In terms of Internet penetration, Indonesia lags behind many countries in Asia,where the region’s average is
21.5%
. (see, Internet World Stats)Looking at Asia, only China, India and Japan have (numerically) more Internetusers than Indonesia. (see, Internet World Stats)
Put it all together, and you begin to see a picture of a fast growing Internet population thatstill has significant room to grow. Add to that the fact that there are unique cultural issuesand a distinct identity and you can see clearly that the Indonesian market merits someattention. What happens here is going to impact the Internet globally. To be certain, the market faces challenges, particularly in the areas of infrastructure.Internet connections here are slow, expensive and unreliable. To appreciate the limitationsfully you must also consider that Indonesia has low per capita income, varying educationlevels, and an unequal distribution of access to the Internet throughout the archipelago. There’s so much potential, but there’s so much that must be done before it can be realized.If ever there was an argument for a government working to bridge the digital divide, it ishere.Despite the challenges, 2010 saw a significant strengthening of the online market and theemergence of several strong local players, as the pages that follow document. This paperlooks first at the top sites and search phrases for 2010, then seeks to identify the Top 5sites in each of a number of key categories, as shown in the Contents list at right.
 
Let’s start by seeing what people werelooking at and searching for in 2010.For a list of the Top Sites in Indonesiawe turned to Alexa.com. The list, at topright, contains a mix of search engines,social networks, blogging sites and filesharing sites, a mix not unlike that seenelsewhere in Asia. The popularity of 
Facebook
,
Google
,
 Yahoo!
and
 YouTube
follows closelyglobal trends. Indonesia remainedsteadfastly loyal to
Google
, with boththe global and the local versions of theGoogle search engine showing up inthe Top 3.Local flavours made their presence felt,with three purely Indonesian sites in the Top 10. Social network 
Kaskus
comesin at #6. File sharing service
4shared
 comes in 8th and portal
Detik
roundsout the Top 10. in the pages that followwe look at the top sites in differentmajor categories The Top Search Terms for Indonesia in2010, seen at bottom right, come from Yahoo.com’s
 2010 Year In Review 
. Thelist is dominated by popular news andpersonalities, including a fair number of disasters -- of both the natural and thepersonal kind.
Luna Maya
takes the #1 slot in a yearI’m sure she’d prefer to forget. Hervideo sexcapades provided moreexposure than she may have desired.She was not, however, alone in makingthe list through personal drama; hervideo co-star
 Ariel Peterpan
wound up#4 on the list. Singer
Krisdayanti 
camein at #5, with a year that saw the publicintensely following the latestdevelopments in her personal life.
Gayus Tambunan
, a tax official arrestedfor corruption came in at #8.
 AnggodoWidjojo
, prominent businessman andpower-broker, was the 10th mostpopular search, as people followed histrial and conviction.Disasters of the natural variety alsomade the list, with users concernedabout earthquakes (
 gempa bumi 
) and,oddly, solar storms (
 badai matahari 
). Also on the list is
Keong Racun
, who’shomemade music video went viral andbecome a local sensation.
Sri Mulyani 
,the popular Indonesian FinanceMinister who’s resignation to join theWorld Bank sent a shockwave throughthe stock market in 2010.
Pasha Ungu
,singer and heartthrob, broke heartswhen he announced his wedding planslate in the year.
 top search terms
Luna Mayagempa bumiKeong Racun Ariel PeterpanKrisdayantiSri Mulyanibadai matahariGayus TambunanPasha Ungu Anggodo Widjojo
 Top 10
3 Indonesia on the Internet 2010 a water&stone white paper
 top sites
FacebookGoogle.co.idGoogle.comBlogger.com Yahoo!Kaskus YouTubeWordPress.com4sharedDetik
<< Alexa.com Yahoo.com >>

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