YT User Profiling - Indonesia 2012_20130313

YouTube Confidential and Proprietary

YouTube User ProfilingIndonesia Research Report

January 2013

Australia


Contents

2

1 Background & Methodology

2 YouTube @ a Glance

3 YouTube Exploration

4 Mobile Behaviour

5 Social Behaviour

6 Media Consumption

7 Brand performance

8 Appendix


Background & Methodology

3

1.


Underpinning all components, how does YouTube behaviour, usage, attitude differ across devices, PC vs. mobile vs. tablet, are there different content needs, usage peaks, how is this changing, what are typical drivers and barriers, etc.

Background & Objectives

4

Why do people visit YouTube, what’s the typical usage duration, content preferences, specific wants, what’s the role of YouTube brand or partner channels, the role in product and brand research cycles, what creates stickiness, repeat viewing, future needs, etc.

What happens post-viewing, linked videos, actions, how and why do people share, what makes a video go viral, etc.

How do people find videos on YouTube, what’s the entry point, why, what works best, what’s the role of search, is discovery random or purposeful, drivers and triggers, what’s preferred, etc.

How does YouTube behaviour compare to general internet or offline media (especially TV), where does YouTube win against TV, what are multi-tasking and engagement levels across media, what advertising formats or categories are preferred on YouTube compared to TV, how do people feel towards advertising or brands on YouTube, etc.

4

Cross-media

1

Discovery

Exploration

2

Social

3

Desktop

Desktop

Mobile

Mobile


Methodology

5

Online survey across Indonesia to measure opinion and attitudes towards YouTube & competitors

Sample representative of the online population

1654respondents, internet users aged 16-60 years old

Quotas set on age, gender,

internet usage

Survey conducted online and nationwide

Fieldwork conducted 12/12/12 – 16/01/13

Conducted across JAPAC

India, Hong Kong, Australia, Japan, Korea,

Taiwan (February to April 2011)

Singapore, Philippines (November

2011 to January 2012)

Malaysia, Australia, India, Indonesia (July to December

2012)

2012

2011


Education Employment status

Gender Age / Internet Usage

Junior high school

University (Master or higher)

College/ vocational(Diploma 1- Diploma 3)

Senior high school

University (Bachelor)

1

4

17

26

51

Prefer not to answer

Retired

Not employed

Homemaker/Housewife

Employed part-time

Student

Self-employed

Employed full-time

2

1

3

4

11

15

16

49

Demographic Profile: Personal

6

57%43%14

22

35

208

2

48 52Area

Padang

Banjarmasin

Riau

South Sumatera

Bali

Makassar

West Java

Medan

Central Java

East Java

Yogyakarta

Semarang

Bandung

Surabaya

Jakarta

1

1

1

1

2

2

2

3

5

5

6

6

9

9

43


YouTube @ a glanceWho are the Indonesian internet users who use YouTube? How much time do they spend on YouTube? When do they use? Why do they use it? What image of YouTube have they got?

8

2.


YouTube Overview

9Source: YouTube User Profiling, Indonesia, January 2013Question Y3b, Y3x, Y3, Y2, G2, Y4, Y5a Base: All using YouTube n=1596

PC /laptop is the most common device to watch YouTube in Indonesia. 86% see YouTube as their 1st source for video content. YouTube is not limited to a single video type with a user averaging 6 genres for YouTube content. There is a peak in usage at midday during the week, and in the early evening on weekends. YouTube is engaging users, with 53% spending more than 30 minutes during their visit

Who

Where

Why

79%

at home

YouTube usage location

71%

on a PC/ laptop

Most used device

62%

for info

Proportion using YouTube

for info on a certain topic

6.1

Average video genres watched

on YouTube

12-1 PM w/d

6-8 PM w/e

31mins

Peak YouTube traffic

Average YouTube visit

86%

1st source for videos

General perception of

YouTube

YT usage location

Most used device Peak YT traffic Average YT visit

durationYT, 1st source for

videosProportion

using YT for infoAverage video

genres watched

Malaysia 89% 75% 8-11 pm 28 min 70% 62% 9.2

Australia 91% 65% 8-11 pm (*) 16 min (*) 51% 31% 4.5

India 86% 72% 8-11 pm (*) 23 min (*) 81% 42% 6.7

(*) 2011 data – not asked in 2012

YouTube Confidential and Proprietary 10

Who uses YouTube?

YouTube users are reflective of internet users overall in Indonesia

Who

Where

Why

Man

Woman

16-20 years old

21-24 years old

25-34 years old

35-44 years old

45-54 years old

55-59 years old

Use internet daily

Non daily

57

43

14

22

35

20

8

2

48

52

Internet Overall

57

43

14

22

35

20

7

2

49

51


Man

21-24 years old

35-44 years old

55-59 years old

Use internet daily

40

60

11

23

38

19

7

2

39

60

58

42

15

24

33

20

7

2

40

61

60

40

13

21

37

20

7

1

62

38

11

Demographics by usage level

Heavy YouTube users are more likely to be males. Age does not differentiate low, medium and high YouTube users.

Who

Where

Why

Light (less often) Medium (weekly) Heavy (daily)

Light user: Less often than once a week

Medium user: Use at least once a week

Heavy user: Use daily


79%

Source: YouTube User Profiling, Indonesia, January 2013Question Y3b You said you watch online videos on YouTube. Where do you tend to watch YouTube videos?; Base: All using You Tube n=1596

13%18%23% 6%53%YouTube usage location

At home At friends’At work At an internet cafe

On the go At school / training

Where do you tend to use YouTube?At home is the primary location for watching videos on YouTube. Usage at work is also high compared to other Asian markets, consistent with the ‘lunch time’ usage peak. 18% of users are currently using YouTube ‘on the go’

YouTube is primarily used at homeWho

Where

Why

At home only

27%

At home &On the go

16%

On the go only

0%At home At work At an internet café On the go At friends’ AT school /

training

Malaysia 89% 31% 14% 15% 12% 9%

Australia 91% 13% 2% 15% 11% 7%

India 86% 32% 21% 25% 20% 6%


Source: YouTube User Profiling, Indonesia, January 2013Question Y21 Please provide an estimate of how many hours you spend on YouTube on a usual day?Base: All using YouTube n=1596

How long do you spend on YouTube?40% will use YouTube for an hour or more during a typical weekday. Users are engaging more on weekend days with 63% spending an hour or longer on YouTube

Time spend on YouTube differs weekday to weekendWho

Where

Why

I don't visit YouTube Less than 1

hour 1 to 2 hours2 to 3 hours

3 to 4 hoursMore than 4

hours

WeekdayWeekend

14

46

26

74

3

12 2527

17

118


06:00 and 09:00

09:00 and 11:00

11:00 and 12:00

12:00 and 13:00

13:00 and 14:00

14:00 and 16:00

16:00 and 18:00

18:00 and 20:00

20:00 and 23:00

23:00 and 24:00

24:00 and 02:00

02:00 and 04:00

04:00 and 06:00

10

18 16

24

16 17

14 13

18

5

2 1 1

9

18

13 12 12

16

16

27

40

17

8

4 4

WeekdaysWeekends

Weekday Peak time

14

Source: YouTube User Profiling, Indonesia, January 2013Question Y3 Thinking about a typical day, what times of the day do you watch online videos on YouTube? Base: All using YouTube in Weekdays n=1596,Weekends n=1596

When do people use You Tube?During the week the peak time for watching videos is between 12 and 1 pm, with more than half accessing YouTube between 11am and 2pm. During the weekend, the primary usage time is in the evening, between 8pm and 11pm

YouTube has a distinct weekday and weekend peakWho

Where

Why

Weekend Peak time

More likely to be users who watch at work (37%) or on the go (37%)


Source: YouTube User Profiling, Indonesia, January 2013Question Y3 Thinking about a typical day, what times of the day do you watch online videos on YouTube? Base: All using YouTube in Weekdays n=1596,Weekends n=1596

When do people use You Tube?During the week the peak time for watching videos is between 12 and 1 pm, with more than half accessing YouTube between 11am and 2pm. During the weekend, the primary usage time is in the evening, between 8pm and 11pm – in most other markets, prime time hours was considered the peak time for YT usage.

Indonesia’s YT usage profile is different to other marketsWho

Where

Why

06:00 and

09:00

09:00 and

11:00

11:00 and

12:00

12:00 and

13:00

13:00 and

14:00

14:00 and

16:00

16:00 and

18:00

18:00 and

20:00

20:00 and

23:00

23:00 and

24:00

24:00 and

02:00

02:00 and

04:00

04:00 and

06:00

IndonesiaWeekdays 10 18 16 24 16 17 14 13 18 5 2 1 1

Weekend 9 18 13 12 12 16 16 27 40 17 8 4 4

Malaysia 2012

Weekdays 7 14 15 16 19 19 19 21 37 21 9 2 1

Weekend 6 14 19 16 18 24 23 28 46 35 21 8 3

Australia 2011

Weekdays 8 11 12 12 15 17 25 38 35 14 6 3 3

Weekend 7 14 15 15 17 23 26 36 39 17 8 5 3

India 2011

Weekdays 11 13 17 16 15 17 25 26 31 13 5 4 4

Weekend 5 11 17 15 16 20 27 31 36 23 8 5 4

Peak timeXX


Couple of seconds to

half a minute

30 seconds to a minute

1 to 2 minutes

2 to 3 minutes

3 to 5 minutes

5 to 10 minutes

10 to 15 minutes

15 to 30 minutes

30 to 45 minutes

More than 45 minutes

1 2 3 2 3

9 10

18 18

35

16

Source: YouTube User Profiling, Indonesia, January 2013Question Y2. YouTube visit duration Base: All using YouTube n=1596

What is a typical visit duration?Users in Indonesia invest a lot of time into their YouTube experience compared to other Asian markets. 35% are spending longer than 45 minutes on average, whilst 71% are on YouTube for 15 minutes or longer

YouTube is engaging users for long periodsWho

Where

Why

31min

Average visit duration


16 years to 20 years old






15.00

20.00

25.00

30.00

35.00

40.00

34

33

31 31

28

22

Source: YouTube User Profiling, Indonesia, January 2013Question Y2. YouTube visit duration Base: All using YouTube n=1596

What is a typical visit duration?Although the younger audience is engaging with YouTube for longer, the older age groups are still spending a significant amount of time on the site

Younger audiences are engaging with YouTube for longerWho

Where

Why

31min

Average visit duration


YouTube is one of my favourite websites

It's easier to find interesting content on YouTube than it is to find it on TV

YouTube videos are refreshed regularly - there's always something new on YouTube!

YouTube is my first stop when I've missed something on TV

YouTube has content for all ages, more so than TV

I often visit YouTube to watch one video and end up spending time looking at others

YouTube is a useful site when I'm looking for product and brand information

Watching YouTube videos helps me decide which products or brands to buy

I often send YouTube video links to other people I know

Source: YouTube User Profiling, Indonesia, January 2013Question Y7a To what extent do you agree or disagree with the following statements about YouTube? Base: All using YouTube n=1596

What do you think of YouTube?YouTube is considered one of people’s favourite websites in Indonesia. Content is a key component, with two thirds believing it is easier to find interesting content on YouTube than on TV and a similar proportion believing there is always something new on YouTube. 2 in 5 say that watching YouTube helps them decide which products or brands to buy

YouTube is a favourite website of IndonesiansWho

Where

Why

66

64

63

56

55

52

51

39

35

% Nett Agree


To watch videoclips

Looking for information on a certain topic

To relax

To listen to music

To watch user generated videos

So I can download videos

To learn something/educational purposes

To stay up-to-date

To look for product/service information

No specific reason/just because

To empathize/stay connected with others

To voice my opinion

Other

68

62

49

47

45

38

37

34

26

12

11

6

2

Source: YouTube User Profiling, Indonesia, January 2013Question Y4 What are the main reasons you visit YouTube? Base: All using YouTube n=1596. Comparable figures from 2011 shown to the right.

Why do you use YouTube?Reasons for YouTube usage is varied in Indonesia, underpinned by wanting to watch video clips. Looking for information is a key driver in Indonesia with 62% mentioning this as a main reasons to visit

Information a key reason to visit YouTubeWho

Where

Why


Heavy users have more drivers for visiting YouTube

20

To watch videoclips

Looking for information on a certain topic

To relax

To listen to music

To watch user generated videos

So I can download videos

To learn something/educational purposes

To stay up-to-date

To look for product/service information

No specific reason/just because

To empathize/stay connected with others

To voice my opinion

Other

70

69

57

53

50

40

41

40

31

10

16

9

2

70

58

47

46

46

38

36

32

24

12

9

5

1

50

50

30

29

26

25

27

18

17

16

4

1

2

Light (less often)Medium (weekly)Heavy (daily)

Source: YouTube User Profiling, Indonesia, January 2013Question Y4 What are the main reasons you visit YouTube? Base: All using YouTube n=1596Heavy users (=daily) n=732, Medium users (=weekly) n=693, Light users (=less often) n=170

Why do you use YouTube?The key driver of ‘watching videoclips’ remain as strong for medium YouTube users, however we see information seeking and education / learning become stronger drivers amongst heavy YouTube users

Who

Where

Why


YouTube explorationHow do users in Indonesia discover videos on YouTube? What types of videos do they associate with YouTube? What do they actually watch? And on other video websites? What are the potential areas of development for content?

21

3.


Source: YouTube User Profiling, Indonesia, January 2013Question Y22 Thinking about YouTube, what is the first thing that comes to mind when you think of YouTube?Base: All using YouTube n=1596; Note: the larger the word in the world-cloud, the more times it has been mentioned

What is the first thing that comes to mind when you think of YouTube?Content, videos and music, is the primary element mentioned when thinking of YouTube. There is a strong undercurrent focusing on ease at which you can search for a wide variety of content from around the world

YouTube is first thought of for music and moviesExpectations

Discovery

Specific search

Watched

Opportunities

*The word Video has been taken out of the word cloud to better discriminate the underlying themes


Source: YouTube User Profiling, Indonesia, January 2013Question Y5b When you’re on the YouTube site, how do you decide which videos to watch on YouTube?Base: All using YouTube n=1596; Note: the larger the word in the world-cloud, the more times it has been mentioned

How do you decide which videos to watch?Search is a key component of deciding what videos to watch on YouTube. The content will be based mostly on an individual’s mood at the time. The title of the video / music clip will be used as the start of the search

Search is a main discovery tool on YouTubeExpectations

Discovery

Specific search

Watched

Opportunities


Source: YouTube User Profiling, Indonesia, January 2013Question Y40 How do you find or discover new videos on YouTube?Base: All using YouTube n=1596

How do you discover new videos on YouTube?Search is a fundamental tool in new discovery for Indonesians. This is primarily done through the native YouTube search bar, however using a search engine to be directed to video clips is also a key means of discovery. Recommendation is important with ‘most watched’ an important tool, with top viewed and YouTube recommendations also key

The search bar is the primary discovery tool

I enter a search on YouTube

I use a search engine to search about a specific topic or subject

I check out 'most watched' videos

I check out videos my friends or family have recommended to me

I look for content mentioned in the news

I watch my favourite videos

I pick from the top viewed lists on YouTube

I watch videos recommended by YouTube

I use links or recommendations on social networking sites

Friends or colleagues email a link to me

I use links or recommendations on online blogs and forums

I look for content mentioned on other websites

I browse videos - not looking for anything in particular

I use links from promotional e-mails or newsletters

I check out brand channels

58

44

35

32

31

31

30

30

28

24

24

24

22

13

12

Expectations

Discovery

Specific search

Watched

Opportunities


Music is the main driver of traffic on YouTube

25

71%

Video clips other people have uploaded46%

43%

Music videos

38%

'How to' videos 35%

1

2

3

4

5

32%

Expert Video28%

Film previews, trailers or videos

27%

27%

26%

6

7

8

9

10

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube?Base: All using YouTube n=1596;

Entertainment and celebrity

TV shows

Electronics and Gadgets

Cartoons and Kid shows

Sports & Fitness

What sort of videos do you watch on YouTube? (Top 10)71% of Indonesian YouTube users are driven to the site to access music videos. User generated content is also a key driver as is entertainment and celebrity videos.

Expectations

Discovery

Specific search

Watched

Opportunities

Average of 6 genres watched on YouTube


Total 16-20 years old

21-24 years old

25-34 years old

35-44 years old

45-54 years old

55-59 years old Male Female

base 1596 228 379 535 311 114 29** 781 815Music videos 71 71 73 74 68 64 51 68 75User generated content 46 45 46 47 49 39 23 48 43Entertainment and celebrity 43 43 40 43 45 43 42 42 43Film previews, trailers or videos 38 39 40 39 33 38 32 38 37How to' videos 35 38 39 32 35 29 22 26 46TV shows 32 41 37 33 19 29 3 31 33Expert Video 28 26 28 25 32 38 27 32 23Electronics and Gadgets 27 26 30 27 24 25 18 33 19Cartoons and Kid shows 27 31 29 28 26 10 8 25 29Sports & Fitness 26 26 26 28 25 20 41 34 16Education/Schooling 26 30 28 23 23 30 26 28 23News / Politics 25 18 23 28 25 30 37 30 19Travel and Tourism 22 17 22 22 24 28 28 21 24Health 21 21 20 20 21 26 35 21 21Automotive and vehicles 21 16 18 23 22 25 41 32 7Live streaming / live events 21 18 20 21 22 26 11 22 19Beauty and Fashion 17 21 19 16 15 13 2 5 32Pets and Animals 16 14 13 17 16 21 34 18 14Homecare and cooking 13 13 12 12 15 18 10 7 21TV ads 12 11 15 14 9 5 13 12 13Social Movements and NGO 11 13 11 9 12 14 16 13 8Online Shopping 11 9 11 12 9 13 17 10 13Finance 10 8 7 10 9 20 11 11 7

Males & females each have their own areas of interest

26

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube?Base: All using YouTube n=1596;

Expectations

Discovery

Specific search

Watched

Opportunities

What sort of videos do you watch on YouTube? (Top 10)While entertainment content (music, celebrity, trailers) is watched by all, there are some trends according to gender and age groups: males are more into Electronics, Auto, News and Sports whereas females are more likely to watch beauty/fashion and homecare/cooking videos, and more generally how-to videos.

XX Significantly superior / inferior to the overall population analysedXX


81%

Meal inspiration67%

61%

Recipes and ingredients

34%

Brand / product reviews

31%

1

2

3

4

5

Celebrity chefs

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube? Base: All using YouTube n=1596Question Y5CO Cookery videos searched for? Base: All using YouTube watching cookery videos n=241Question Y5BE Beauty videos searched for? Base: All using YouTube watching beauty videos n=312

New cooking techniques

What cookery/beauty content do you search for on video sites?81% of Indonesians who watch cookery videos online do so for recipes. Meal inspiration is also popular, with 67% searching for videos. For beauty videos, Make up application and fashion tips are the most searched for content

In cookery & beauty, how-to videos are the most popular

74%

Fashion tips70%

60%

Make-up application

45%

Brand / product reviews42%

1

2

3

4

5

Models or celebrities

Hairstyling tips

13% of internet users watch

cookery videos online


beauty videos online

Expectations

Discovery

Specific search

Watched

Opportunities


Cookery is for everyone while beauty is more feminine

29

Expectations

Discovery

Specific search

Watched

Opportunities

What sort of videos do you watch on YouTube? (Top 10)There only slight differences across genders and age groups in terms of types of cookery videos watched – though brand channels are more watched by men. Beauty is a more feminine topic and compared to men women are more likely to search for make-up and fashion tips.


21-24 years old

25-34 years old

35-44 years old

45-54 years old


base 241 34 53 78 53 20** 3** 58 183Recipes and ingredients 81 73 87 80 83

** Low sample size (<30)

71 86Meal inspiration 67 69 78 59 66 65 68New cooking techniques 61 65 57 59 69 63 60Celebrity chefs 34 29 51 32 31 31 36Brand / product reviews 31 32 40 26 24 40 27TV shows / ads 22 26 27 26 12 28 19Branded sites within YouTube 20 31 17 22 10 34 14Other cookery videos 34 29 26 43 27 35 33


21-24 years old

25-34 years old

35-44 years old

45-54 years old


base 312 56 82 100 59 14** 1** 43 269Make-up application 74 69 81 74 74


51 79Fashion tips 70 74 71 68 64 49 75Hairstyling tips 60 57 66 58 59 51 62Models or celebrities 45 48 42 44 47 60 42Brand / product reviews 42 38 49 36 39 37 43Branded sites within YouTube 20 17 19 21 21 28 18TV shows / ads 20 16 25 23 10 22 19Other beauty videos 35 31 27 36 43 28 36

13% of internet users watch cookery videos online

17% of internet users watch beauty videos online

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube? Base: All using YouTube n=1596Question Y5CO Cookery videos searched for? Base: All using YouTube watching cookery videos n=241Question Y5BE Beauty videos searched for? Base: All using YouTube watching beauty videos n=312



73%

Specs72%

67%

Brand / product reviews

55%

Branded sites within YouTube32%

1

2

3

4

5

Looking for new products or brands

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube? Base: All using YouTube n=1596Question Y5EG Electronic & Gadget videos searched for? Base: All using YouTube watching electronic & gadget videos n=422Question Y5TR Travel videos searched for? Base: All using YouTube watching travel videos n=380

Demonstrations / how to use products

What electronic / travel content do you search for on video sites? (Top 5)Almost 20% of all YouTube users search for electronic brand / product reviews.Reviews are also important for users who watch travel videos. Although inspiration for holiday ideas is the most popular travel video content

Brand and product reviews are important for electronics


electronic videos online

76%

Destination reviews67%

65%

Inspiration / holiday ideas

61%

Restaurant reviews57%

1

2

3

4

5

Hotel reviews

Transport reviews


travel videos online

Expectations

Discovery

Specific search

Watched

Opportunities


Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube? Base: All using YouTube n=1596Question Y5EG Electronic & Gadget videos searched for? Base: All using YouTube watching electronic & gadget videos n=422Question Y5TR Travel videos searched for? Base: All using YouTube watching travel videos n=380


21-24 years old

25-34 years old

35-44 years old

45-54 years old


base 380 45 93 126 76 32 8** 171 209Inspiration / holiday ideas 76 90 81 71 77 65

** Low sample size

(<30)

75 76Destination reviews 67 55 66 69 66 81 66 68Transport reviews (e.g. airlines, trains etc) 65 63 59 63 68 83 65 65Hotel reviews 61 44 57 63 64 80 60 62Restaurant reviews 57 57 65 59 48 53 53 61Traveller reviews 55 50 59 57 48 60 56 53TV shows / ads 23 27 32 22 13 22 25 20Branded sites within YouTube 22 26 19 22 18 31 26 17Other travel or tourism videos 50 36 44 51 55 69 54 46


21-24 years old

25-34 years old

35-44 years old

45-54 years old


base 422 60 113 143 73 28** 5** 266 156Brand / product reviews 73 61 83 73 71


71 76Specs 72 67 73 73 72 71 76Demonstrations / how to use products 67 65 70 66 67 66 71Looking for new products or brands 55 52 57 56 51 55 56Branded sites within YouTube 32 29 27 34 35 31 33TV shows / ads 23 24 26 21 22 22 25Other electronic & gadget videos 44 46 39 48 43 46 39

Interest in electronics & travel has no gender & no age

31

Expectations

Discovery

Specific search

Watched

Opportunities

What sort of videos do you watch on YouTube? (Top 10)The types of electronics and travel videos Indonesian YouTube users interested in these topics search for do no vary significantly according to genders and age groups.

27% of internet users watch electronic videos online

22% of internet users watch travel videos online



50%

Music/ instruments48%

47%

Product demos / tutorials

40%

Fashion & lifestyle40%

1

2

3

4

5

Arts/ crafts

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube? Base: All using YouTube n=1596Question Y5HT How-to videos searched for? Base: All using YouTube watching How-to videos n=605

Cooking

What ‘how-to’ content do you search for on video sites?35% of all YouTube users watch how-to videos. Product demo’s and tutorials are important sources of content in how-to’s, with a broad range of content used depending on individual tastes and hobbies

Gender strongly discriminates how-to videos


How-to videos online

Expectations

Discovery

Specific search

Watched

Opportunities


21-24 years old

25-34 years old

35-44 years old

45-54 years old


base 605 93 158 193 119 35 7** 218 387

Product demos / tutorials 50 35 53 52 53 66

** Low sample

size (<30)

60 43

Music/ instruments 48 54 48 48 43 53 55 43

Cooking 47 43 46 47 49 57 29 61

Arts/ crafts 40 42 40 38 38 55 47 36

Fashion & lifestyle 40 47 39 37 41 45 23 53

Games/ gaming 39 36 41 40 39 32 55 27

Beauty / make-up 38 51 45 31 33 43 9 60

Exercise and fitness 37 35 33 36 42 53 48 29

Healthcare 37 42 32 34 40 43 32 40

Hair-styling 31 42 33 31 25 18 13 44

Household cleaning 18 12 11 24 17 30 19 17

Childcare 15 5 13 21 14 21 15 15

DIY 12 18 14 11 7 19 12 12

Other how to videos 37 22 31 41 44 54 48 28



Music Videos will continue to be desired content

33

62%

Entertainment & Celebrity

34%

34%

Music videos

29%


29%

1

2

3

4

5

27%

Education/Schooling

27%

'How to' videos

26%

26%

25%

6

7

8

9

10

Source: YouTube User Profiling, Indonesia, January 2013Question Y5a Which of the following types of videos do you generally watch on YouTube?Base: All using YouTube n=1596Question Y30 And what type of content would you like to see more of on YouTube? Base: All using You Tube n=1596

Video clips other people have uploaded


Sports & Fitness

Travel and Tourism

What content would you like to see more of on YouTube? (Top 10)Generally people want to see more of what they currently access on YouTube, suggesting that more variety, better quality content following a similar current usage pattern will be desired

TV shows

Expectations

Discovery

Specific search

Watched

Opportunities

71%

43%

46%

35%

38%

32%

27%

26%

26%

22%

% Watched currently


Source: YouTube User Profiling, Indonesia, January 2013Question Y26 What would encourage you to watch more on YouTube?Base: All using YouTube and give response n=1596; Note: the larger the word in the world-cloud, the more times it has been mentioned

Interesting and new content would increase engagement

What would encourage you to watch more on YouTube?Comments relate mainly to the type of content on YouTube and that it be new, interesting and entertaining to the user. Ease of use is also mentioned in relation to speed, strength of connection and better quality videos

Expectations

Discovery

Specific search

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Mobile behaviourHow much do internet users in Indonesia use their smartphones and tablets to watch videos on YouTube? What do they watch on their mobile devices?

36

4.


71%

17%

12%

37

Source: YouTube User Profiling, Indonesia, January 2013.Question YA. Proportion of time spent on devices – RECAPBase: All using YouTube n=1596

Which devices do you use to watch YouTube?Although PC/Laptop is the device used the most for YouTube, almost one third of Indonesian users are spending their YouTube time on mobile. This is split quite evenly between mobile phones and tablet devices

29% of all YouTube time is spent on mobile

% of time use YouTube on mobile / smartphone

% of time use YouTube on a tablet

Usage

Substitution

Drivers

Video types

% of time use YouTube on a PC / laptop

29%

% of time use YouTube on a mobile device

(smartphone or tablet)


Source: YouTube User Profiling, Indonesia, January 2013Question Y3X. Thinking about a typical day, what times of the day do you watch online videos on YouTube, on different devices? Base: All using YouTube n=1596,

Which devices do you use to watch YouTube?Smartphones and tablets are used throughout the day and don’t have the extreme peaks and troughs that exist with a PC/Laptop

6 - 9AM 9 - 11AM 11 - 12PM 12 - 1PM 1 - 2PM 2 - 4PM 4 - 6PM 6 - 8PM 8 - 11PM 11 - 12AM 12 - 2AM 2 - 4AM 4 - 6AM0

5

10

15

20

25

30

35

PC/ laptop/ computer Mobile Tablet

Smartphones & tablets are used throughout the dayUsage

Substitution

Drivers

Video types

% who watch YouTube through device at particular time 2%

33%

50%

Do not watch through PC

Do not watch through mobile

Do not watch through tablet


Source: YouTube User Profiling, Indonesia, December 2012.Question Y3X. Thinking about a typical day, what times of the day do you watch online videos on YouTube, on different devices? Base: All using YouTube n=1596

Desktop/ laptop

Smartphone

Tablet

No YouTube5%

You Tube is generally used across all devices

Which devices do you use to watch YouTube?Use of YouTube is not limited to one device. Those with Mobile’s and Tablets tend to use YouTube on these devices as a supplement rather than a substitution

Usage

Substitution

Drivers

Video types

28% Only PC

19% PC and mobile

3% PC and tablet

<1%

<1%

1%

44% use all three devices


Social behaviourWhat’s the role of social in the YouTube experience? What social activities do Indonesian internet users do on YouTube? Why do they share? What are the outcomes of sharing?

40

5.


52% Share videos from YouTube via Facebook

34%

41

Send links to friends

24%

17% Share videos from YouTube via Twitter

Post comments on videos

15% Share videos from YouTube on Google +

Source: YouTube User Profiling, Indonesia, January 2013Question Y11 Which of the following do you do on YouTube? Base: All using YouTube n=1596

What do you do on YouTube?The YouTube experience is inherently social. Half of all Indonesian users will share videos that they find via Facebook, with a third sending links directly to friends. A quarter are commenting on videos

Social is core to the user experience on YouTubeActivities

Drivers

Call to action

Mobile exp.

14% Share videos from YouTube on a blog


Source: YouTube User Profiling, Indonesia, January 2013Question Y12b What sort of videos do you tend to share from YouTube? Base: All using YouTube n=1111

Music videos are the most sharedActivities

Drivers

Call to action

Mobile exp.

What do you share from YouTube? (Top 10)Music being the most accessed content is also the content that is most likely to be shared. User generated content and entertainment are videos also more likely to be shared.

58%

Video clips other people have uploaded

26%

24%

Music videos

23%

'How to' videos20%

1

2

3

4

5

19%

Education/Schooling17%

Entertainment and celebrity

16%

16%

15%

6

7

8

9

10



Travel and Tourism

Sports & Fitness

News / Politics


Social affirmation is key to sharing videos

43

Source: YouTube User Profiling, Indonesia, January 2013Question Y12 You mentioned that you share YouTube videos with friends and family. For which reasons have you done this?Base: All sharing videos on YouTube n=1111

What motivates you to share videos?The fact that a video is cool, funny or popular motivates people to share with the friends and family. Although the intention to impress their friends might not be personally expressed, to be seen as cool or funny is an important part of sharing videos

Activities

Drivers

Call to action

Mobile exp.

57%

It was a funny video49%

47%

It was a cool video

42%

It increases knowledge or understanding on a topic

40%

1

2

3

4

5

38%

To encourage my friends to watch videos38%

It is popular

37%

29%

25%

6

7

8

9

10

I wanted to spread the word about the video

it's something my friends will be interested in / it's a topic we're all interested in

To make my friends laugh

If a video reflects my view on a topic / something I feel passionate about

To impress my friends


73% Watched another related video

78%

77%

68%

63%

44%

40%

36%

Used a search engine to get more info related to the video

Read the comments about the video

Searched on YouTube for related video content

Visited a site mentioned in the video /found on the page

Clicked on an ad on / near the video

Posted a comment about the video

Posted a video response

44

Source: YouTube User Profiling, Indonesia, January 2013Question Y6 Please now indicate how often you have done each of the following after watching an online video on YouTube?Base: All using YouTube n=1596 (activities done weekly shown). Comparable figures from 2011 shown in grey box.

What do you do after watching a video? (Top activities done weekly)YouTube feeds itself! 78% will use a search engine to get more information related to the video and 77% will search for more related video content. 40% will interact with advertising attached or connected with the video

User interaction does not stop at the video

Social Search OtherOther exploration

Activities

Drivers

Call to action

Mobile exp.


Media consumptionHow does YouTube compare to offline channels in terms of current and future usage? What cross-media usage is happening in Indonesia?

45

6.


Watch TV

Watch videos on YouTube

Read a (printed) newspaper

Read a (printed) magazine

Listen to the radio

Watch videos on Facebook

91

89

66

63

63

51

7

11

27

30

25

49

3

0

6

7

12

0

At least once a week Less often Never

YouTube usage is catching up to TV

46

Source: YouTube User Profiling, Indonesia, January 2013Question M1 How often do you do each of the following activities below? DL3 In general how often do you personally access the internet? G8b How often do you watch videos on YouTube (on average and, again, via any device)? FB2 How often do you watch online videos on Facebook? Base: All using YouTube n=1596;

What media are people currently using?89% of Indonesian internet users watch videos on YouTube at least once a week, already more than traditional media (newspaper, magazines and radio). A similar proportion are watching TV at least once a week suggesting that YouTube is catching up with TV.

Offline vs. Online

Multi-tasking

Advertising


16-20 years old 21-24 years old 25-34 years old 35-44 years old 45-54 years old 55-59 years old0

10

20

30

40

50

60

70

80

58

6469

75 76 74

38 3943 42

3934

Watch TV everyday

Watch YouTube everyday

Younger Indonesians are watching less TV

What media are people currently using?Although YouTube is still catching up to TV overall for daily use, this is particularly evident amongst the Younger audience where the gap between YouTube and TV overall is smaller

Offline vs. Online

Multi-tasking

Advertising

Source: YouTube User Profiling, Indonesia, January 2013Question M1 How often do you do each of the following activities below? Base: Total sample n=1609


YT could act as substitution for TV during office hours

What time do you watch TV? And YouTubeWhile YouTube usage profile clearly mirrors TV on weekends with a peak between 8 and 11 PM (possibly indicating multi-tasking at this time), YouTube clearly benefits from a superior proportion of users on weekdays, during office hours, peaking during lunch time.

Offline vs. Online

Multi-tasking

Advertising

Source: YouTube User Profiling, Indonesia, January 2013Question Y3 What times of the day do you watch online videos on YouTube? Base: All using YouTube in Weekdays n=1596, Weekends n=1596Question M3 What times of the day do you normally watch TV? Base: All watching TV in Weekdays n=1609, Weekends n=1609


10

20

30

40

50

60

70 TV YouTube


10

20

30

40

50

60

70 TV YouTube

Weekdays

Weekend


Being able to skip ads means I can filter out things I'm not interested in and just concentrate on ads I want to watch

Being able to skip ads increases my enjoyment of the content on YouTube

I feel better about advertisers who allow me to skip their ads on YouTube

Being able to skip ads on YouTube is a really good feature

I don't mind advertising on YouTube because the video content is free

The advertising I see on YouTube is less intrusive than ads I see on TV

Advertising on YouTube helps me decide which products or brands to buy

Advertising I see on YouTube is more relevant to me than advertising I see on TV

49

Source: YouTube User Profiling, Indonesia, January 2013Question Y7b To what extent do you agree or disagree with the following statements about advertising that you may see on YouTube?Base: All using YouTube n=1596

What do you think of advertising on YouTube?Around half believe that being able to skip ads increases their enjoyment of the content on YouTube. A third also believe that advertising on YouTube is less intrusive that ads on TV

48

48

47

46

41

33

27

26% Nett Agree

Advertising skip-ability is appealing to consumersOffline vs. Online

Multi-tasking

Advertising


Technology products (e.g. consumer electronics, TV, computers, MP3)

Telecoms products (e.g. mobile phones, service providers)

Education

Automotive

Travel (e.g. airlines, hotels, holiday deals)

Health & beauty products

Consumer goods (e.g. food, groceries)

Finance (e.g. insurance, loans)

Consumer durables / white goods (e.g. washing machines, air conditioning)

Local or classified ads

Retail

31

28

25

23

22

21

18

17

15

15

12

45

48

48

45

50

46

50

38

45

47

45

23

24

27

32

28

33

31

44

40

38

42

I would NEVER skip this type of advertising if I have the op-tion on YouTube

I may sometimes skip this type of advertising if I have the option on YouTube, or sometimes I watch

I would ALWAYS skip this type of advertising if I have the option on YouTube

What do you think of advertising on YouTube?Technology and telecoms ads are more likely to be watched in full. Other categories lend themselves more to skipping such as finance, consumer and retail

There are some categories where skipping is desiredOffline vs. Online

Multi-tasking

Advertising

Source: YouTube User Profiling, Indonesia, January 2013Question When you see ‘skippable’ ads on YouTube, which types of advertising would you tend to watch and which types of advertising would you tend to skip and go straight to the video?Base: All using YouTube n=1596


All YouTube ad formats have advantages for brands

51

68% of YouTube visitors recall seeing a masthead ad

81% of YouTube visitors are likely/very likely to notice these ads

62% users would feel more positive about brands advertising in this way on YouTube

Most Indonesian users are noticing all three ad formats on YouTube. Encouragingly, more than 60% feel more positive about brands who advertise on YouTube, regardless of the format. Masthead ads are the most favourable ad format

59% of YouTube visitors recall seeing a skippable pre-roll ad



68% of YouTube visitors recall seeing a in-search ad



Source: YouTube User Profiling, Indonesia, January 2013Question Y8a Have you seen any brands or companies using this type of advertising on YouTube in the past?; Y9a How likely would you be to notice this type of advertising on YouTube if a brand or company of interest to you was to advertise in this way?; Y10a Overall, if a brand or company that you liked was to advertise in this way on YouTube, how would it make you feel towards them? ; Y11 Now looking at all 3 ad formats, which one would you feel most favourable towards? Base: All using YouTube n=1596

44% users are favourable to masthead ads

35% users are favourable to skippable pre-roll ads

21% users are favourable to in-search ads

Offline vs. Online

Multi-tasking

Advertising


Brand performanceWhat’s the brand equity of YouTube & competitors in Indonesia?What’s the value of online advertising? And are YouTube advertising formats valuable for brands?

52

7.


Familiarity

Usage

Preference

98

96

95

17

6

0

17

8

1

9

4

0

42

17

2

Yahoo! Video

Vimeo

DailyMotion

Metacafe

YouTube

YT has almost total conversion from familiarity to usage

53

Source: YouTube User Profiling, Indonesia, January 2013Question G4 Familiarity (total awareness shown); G7b Usage; G5b Preference (summary single code consideration and preference shown); Base: All using YouTube n=1654 (respondents aware each brand)

Brand metrics

Preference

Image


YouTube has a strong brand image

56

Source: YouTube User Profiling, Indonesia, January 2013Question G6 Below are a number of statements that can be used to describe video sites. Please indicate which of the video sites shown below you think would be associated with each statement? Base: brand awareness; YouTube n=1618, Metacafe n=285, DailyMotion n=303, Vimeo n=178, Yahoo! Video n=728

YouTube has overall the strongest image and benefits from being the most salient top of mind video brand for users. It’s strength lie in having a wide range of content and being seen as easy to use, likeable and generally better than other sites they might visit

Brand metrics

Preference

Image

Is the first site I go to when looking for video content

Helps me discover new content

Has videos / content I can’t see on any other sites

Contains information that is relevant to me

Has high quality videos / content

Has a wide range of videos / content

Has high quality advertising

Works seamlessly across devices

Has a high quality video player

Has videos with high picture quality

Has good download speed for video

Is easy to use

Is a likeable site

Is a site I talk to others about

Is better than other sites

Is a site I really engage with when I visit0% 20% 40% 60% 80% 100%

YouTube

Metacafe

DailyMotion

Vimeo

Yahoo! Video

% associate % associate


Summary

57

8.


Summary

1

With 89% of Indonesian internet users watching videos on YouTube on a weekly basis , YouTube benefits from a very high penetration, equivalent to TV (91%).Indonesian spend 31 min on average on YouTube which is primarily used at home while the work place is the second most important access point. This is reflected in terms of time of usage as peak usage is reached at lunch time on weekdays – prime time hours are dominant on weekends. All of these points contrast with other markets in the JAPAC region.

2

Indonesian internet users have a strong perception of YouTube compared to other video platforms: they think of it first as a provider of quality content, one that’s easy to use and that has a great (admittedly the greatest) variety of content, thus delivering on all consumers needs, and ultimately driving preference for the platform.Quality is also what they primarily claim would increase their engagement with YouTube. Once on YouTube, the discovery process relies first on the search feature, and then on recommendation, both integrated (‘most-watched’, ‘recommended by YouTube’) and external (links from friends/colleagues).

3

In terms of drivers to watching videos on YouTube, entertainment is a key genre, one that interests everyone (both genderless and ageless) – music particularly stands out compared to other markets.Gender greatly discriminates the type of videos searched on YouTube: males are more into Electronics, Auto, News and Sports whereas females are more likely to watch beauty/fashion and homecare/cooking videos.What they watch is also what they share as the social experience on YouTube is a lot about showing who you are and impressing the people you know (e.g. by being seen as funny and cool).

4 29% of Indonesian internet users watch YouTube on mobile devices: they do so all day long and across several devices. YouTube mobile thus allows to strengthen the engagement of YT users.

5As a media, not only is YouTube catching up on TV in terms of usage frequency, it is also acting as a substitution for TV during office hours when internet users are more numerous on YouTube than on TV. On weekends, YouTube usage is inferior to TV usage but mirrors it to a point where multitasking seems likely. Advertising on YouTube is noticed and has a positive effect on brand perception that TrueView seems in good position to strengthen, primarily for advertisers in the Tech space.


5 areas to investigate next

Paid contentAcceptability & barriers, Relevant content (movies, TV shows, professional videos), Type of subscription (pay-per-view / pay-

per-season)

Music streamingAcceptability & barriers, Type of

subscription (pay-per-view / pay-per-season)

Brand engagementBrand channels subscription, Acceptability & barriers, Expected content (Ads, how-to

videos, viral videos)

SubscriptionAcceptability & barriers, perceived benefits

& expectations

Second screenMulti-tasking activity, reasons of

multitasking, devices used for multitasking


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Thank you!Please contact TNS Australia for more information

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YT User Profiling - Indonesia 2012_20130313

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