Online Dating Sites

in Indonesia

Popular Brand 2015Omnibus Popular Brand Index

Date: April 2015

2

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

3

A. Detail findings

1.1. Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛

Additional Information :

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Scope and spread of brand.

• Last Used/ Market Share = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

One of the most important Assets of the company andrepresent identity of a company is the Brand. "Brand or trademarkis a name or symbol that is associated with the product/service andcause psychological meaning/association". In addition, the brandalso as a promotional tools, so that a product with certain brandwould likely gain popularity or awareness in the community levelthat will affect consumer behavior in the community.

To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community topof mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.

4

A. Detail findings

1.2. Popular Brand Index Results (PBI)PBI is obtained by the Internet sampling (Online Panel) and with samples of 1200 respondents in the W&S

database Indonesia (Nusaresearch). The results obtained for Online Dating Sites Category with PBI concept is asfollows:

Incidence Rate of Online Dating Sites visitor (Percentage of Online Dating Sites visitor in period January – March2015) is 11.0% from panel population W&S Group Indonesia.

Setipe.com got the first rank on PBI (34.6), and the

second rank is IndonesianCupid.com

(12.2).

Rank of Popular Online Dating Sites PBI IR

1 Setipe.com 34.6

11.0%

2 IndonesianCupid.com 12.2

3 id.flirchi.com 4.9

4 makcomblang.net 3.4

5pmjakarta.com(Perfect Match Jakarta)

3.2

6 Tagged.com 2.2

7 okcupid.com 1.4

8 CariJodoh.net 1.4

9 AyoNikah.com 1.3

10 eharmony.com 1.1

5

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

6

A. Detail findings

2.1. Brand Awareness – Top Of Mind

n Sample : 129

To see the power of Online Dating Sites, it can be

measured by the level of knowledge of respondents to

Online Dating Sites. From the results of the Top of

Mind (TOM), it shows that 31.8% of respondents

recalls Setipe.com spontaneously as main online

dating sites, then followed by IndonesianCupid.com

and id.flirchi.com which has the same percentage of

8.5%.

31.8%

8.5%

8.5%

3.9%

1.6%

1.6%

0.8%

0.8%

0.8%

0.0%

Setipe.com

IndonesianCupid.com

id.flirchi.com

CariJodoh.net

makcomblang.net

okcupid.com

pmjakarta.com(Perfect Match Jakarta)

Tagged.com

AyoNikah.com

eharmony.com

7

A. Detail findings

2.2. Brand Awareness

When looking Unaided of Online Dating Sites that spontaneously comes to mind of the respondent, apparently

Setipe.com (45.7%) and IndonesianCupid.com (18.6%) still dominate. However, when viewed from the Aided of

Online Dating Sites that respondents remembered after being given assistance (Showcard), IndonesianCupid.com

(33.3%) get the highest percentage, then followed by makcomblang.net (23.3%). Despite of Unaided’s percentage of

makcomblang.net, it causes the sites placed at third rank of Total Awareness, which account for 26.4%.

n Sample : 129

45.7%

18.6%

3.1% 3.1% 2.3%

11.6%

1.6%8.5% 7.8%

1.6%

17.9%

33.3%

23.3%19.4%

15.5%1.6%

7.7%0.7%

63.6%

51.9%

26.4%22.5%

17.8%13.2%

9.3% 8.5% 8.5%

1.6%

Aided

UnAided

Total Awareness

Setipe.com

IndonesianCupid.commakcomblang.net

pmjakarta.com(Perfect Match Jakarta)

Tagged.comid.flirchi.com

eharmony.comCariJodoh.net

AyoNikah.comokcupid.com

8

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

9

A. Detail findings

3. Expansive

n Sample : 129

Expansive is the spread of Online Dating Sites that can be seen anywhere, such as ads on TV, billboards,

internet ads, etc. Regarding to this study, Setipe.com (38.0%) is the main sites that expand more than the other

Online Dating Sites. Surprisingly, Tagged.com positioned at third rank as Online Dating Sites that can be seen

anywhere.

1.6%

1.6%

1.6%

2.3%

38.0%

17.1%

3.9%

3.1%

3.1%

10

A. Detail findings

4. Frequent Visitor

n Sample : 129

Last Visited atau Frequent Visitor is measured from the level of the respondents percentage who

visit Online Dating Sites in the last 3 months.

Setipe.com still dominate as the main online dating sites as respondents preferred to be visited in

last 3 months. Moreover, Tagged.com has same percentage as well as makcomblang.net in terms of

frequent visitor.

38.8%

13.2%

4.7%

3.1%

3.1%

1.6%

1.6%

1.6%

2.3%

11

A. Detail findings

5. Future Intention

Future Intention measured by the percentage of respondents to the Online Dating Site which will be visited in the

future. The percentage of future intention is determined based on the Loyal respondents and Switched respondents.

According to this study, Setipe.com (31.0%) and IndonesianCupid.com (11.6%) have a potential opportunity to be

visited in upcoming time. Remarkably, pmjakarta.com stepped at third rank (7.8%) which is higher than

makcomblang.net and id.flirchi.com.

n Sample : 129

31.0%

11.6%

7.8%

6.2%

2.3%

1.6%

0.8%

1.6%

1.6%

0.8%

12

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

13

A. Detail findings

6.1. Switching

n Sample : 129

6 out of 10 people intend to visit the same

Online Dating Sites which has been visited before.

Switch

60.5%

39.5%

14

A. Detail findings

6.2. Switch In and Switch Out

n Sample : 77

By comparing Last Visited Online Dating Sites and Future Online Dating Sites, pmjakarta.com become

the main Online Dating Sites which has the greatest visitor growth in upcoming time with percentage of 5.4%.

Makcomblang.net placed next after pmjakarta.com as the visitor growth of Online Dating Sites in future.

Setipe.comIndonesianCu

pid.comid.flirchi.com

makcomblang.net

pmjakarta.com

(Perfect MatchJakarta)

Tagged.com okcupid.com CariJodoh.net AyoNikah.comeharmony.co

m

Switch In 30.2% 9.3% 2.3% 5.4% 7.0% 1.6% 0.8% 0.0% 1.6% 1.6%

Ever Visited 53.5% 37.2% 6.2% 14.7% 12.4% 10.1% 0.8% 10.9% 1.6% 0.0%

Switch Out 34.9% 9.3% 4.7% 2.3% 1.6% 2.3% 1.6% 0.0% 1.6% 1.6%

15

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

16

A. Detail findings

6.3. Ratio of Ever Visited & Brand Awareness

Ratio

Ever Visited

Brand awareness

Top of Mind

Ratio

Ever Visited

Brand awareness

Top of Mind

n Sample : 129

In terms of Comparison within Ever Visited Sites and Brand Awareness, it could inferred that higher ratio indicates

visitor aware of Online Dating Site. Furthermore, it has further possibilities to visit Online Dating Site in future. It can be

seen by above graphs that average percentage of Ever Visited Online Dating Sites is smaller than percentage of Brand

Awareness.

0.8%

22.5%

12.4%

55.1%

31.8%

63.6%

53.5%

84.1%

8.5%

51.9%

37.2%

71.7%

0.8%

17.8%

10.1%

56.7%

8.5%

13.2%

6.2%

47.0%

1.6%

26.4%

14.7%

55.7%

1.6%

1.6%

1.6%

100.0%

3.9%

8.5%

0.0%

0.0%

17

B. Respondent profile

Monthly Household Income

56.6% 43.4%

Age

n Sample : 129

Gender

3.9%

4.7%

3.1%

10.1%

15.5%

8.5%

14.7%

9.3%

16.3%

10.9%

3.1%

Over IDR 40,000,000

IDR 30,000,001 - IDR 40,000,000

IDR 20,000,001 - IDR 30,000,000

IDR 11,000,001 - IDR 20,000,000

IDR 8,500,001 - IDR 11,000,000

IDR 6,500,001 - IDR 8,500,000

IDR 4,500,001 - IDR 6,500,000

IDR 3,500,001 - IDR 4,500,000

IDR 2,500,001 - IDR 3,500,000

IDR 1,500,001 - IDR 2,500,000

Less than IDR 1,500,000

6.2%

35.7%

23.3%

34.9%

Less than 20 years old

20 - 24 years old

25 - 29 years old

30 years old and over

PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentationsacross Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

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The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).