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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.

Digital Indonesia 2010Yahoo!-TNS Net Index Highlights

Jakarta, Indonesia

Research Design

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

Study Scope

2008-2009: Recap

Past Week Reach (%)Past Week Reach (%)

Internet - strong affinity with the Upscale…

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 Week Reach (%)Past Week Reach (%)



Warnets primary mode of Internet access as home access remains low

Place of Access - Past 3 Months (%)Place of Access - Past 3 Months (%) Share of Internet HoursShare of Internet Hours



2009-2010: Shifts and Trends

Tier 1 growth (Avg.): 35%

20102009

Tier 2 growth (Avg.): 63%

Jakarta still largest but growth increasingly lead by Tier 2 towns…



Past Month Reach (%)Past Month Reach (%)

TOTALTOTAL AgeAge GenderGender SESSES

… and Young adults from lower SES households



20102009

Past Month Reach (%)Past Month Reach (%)

Transition from shared to private access

Base: Past month urban internet users aged 15-50 years old from SES ABC households


Place of access (%)Place of access (%)

20102009

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

Key activities remain unchangedbut preferences may be evolving…



Social media is changing the rules of

engagement

Social Networking becoming a dominant online activity



EmailEmail MessengerMessenger Social NetworkingSocial Networking

59

5358 57 58

77

RankRank 11 33 22 22 33 11

Past Month Usage(%)Past Month Usage(%)

2009 2010 2009 2010 2009 2010

A platform to connect, communicate and share

Reasons for using Social Networking sites (%)Reasons for using Social Networking 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





TotalTotal AgeAge GenderGender SESSES

Not merely for the young

Social networks do differ for the youngand ‘not-so-young’

15-19

years

20-29

years

30-39

years

40-50

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




Index ScoresIndex Scores

Watch the third‐screen:

Mobile internet catching up fast

Users leapfrogging directly on to mobile internet, given low levels of home access



Past Month Reach (%)Past Month Reach (%) Mobile Internet Access (%)Mobile Internet Access (%)

20102009

Note: Sample expanded to SES DE in 2010

Especially among the lower classes


Past month urban internet users aged 15-50 years old from SES ABCDE households


Mobile Internet Access (%)Mobile Internet Access (%)

Communication followed by Search are key mobile internet drivers

Base: Past month urban internet users aged 15-50 years old from SES ABCDE households who have accessed internet through mobile phonesSource: Yahoo!-TNS Net Index Indonesia 2010

Mobile Internet Activities (%)Mobile Internet Activities (%)

Digital Media changing the way we consume News

Online news reading popular among older elites but youth still account for a dominant share

Base: Past month urban internet users aged 15-50 years old from SES ABCDE households


TotalTotal AgeAge GenderGender SESSES

Portals followed by Local News sites are key content sources

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


Sources for news content (%)Sources for news content (%)

Clear preference towards entertainment related news content…




Content genre read regularly (%)Content genre read regularly (%)

…particularly among Females/Youngsters

Male FemaleClass

A

Class

B

Class

CClass DE

15-19

years

20-29

years

30-39

years

40+

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




Index Scores*Index Scores*

For information on Yahoo!-TNS Net Index 2010 (Indonesia)

Contact: [email protected]

Or

TNS Indonesia

[email protected]

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Documents

expanded x x x x x

past month source

years old

tns indonesia

yahootns net index indonesia

ses abc households source

internet hours base

internet sms