Indonesian Netizens Hooked on 'Dual-Screening' Habit: Nielsen
Jakarta. The number of internet users in Indonesia has almost doubled in the past five years, giving rise to "dual-screening" or watching two videos at the same time — a new trend in consuming online video content in the country, according to new surveys from global market researcher Nielsen published on Wednesday (27/07).
The Nielsen Consumer and Media View survey — which interviewed 17,000 people over the age of 11 in major cities across Indonesia — found internet penetration in the country has increased to 44 percent compared to 26 percent in 2012.
Almost all of the respondents — 96 percent — said they still watch television as slow internet connection, expensive subscription and unavailability of the right gadgets to watch videos, or even inability to use digital devices prevent them from consuming more online content.
"This goes against the common assumption that traditional television audience has completely migrated to digital," Nielsen Indonesia Media Executive Director Hellen Katherina said.
Those who have made the digital migration now watch videos — mostly from news organizations — across multiple devices, and they often do it at the same time, according to a separate online survey also by Nielsen called the Cross Platform Survey, which involved 1,107 respondents across Indonesia, Japan, Malaysia, the Philippines, South Korea, Thailand and Vietnam from January to March this year.
"Dual screening is now a daily activity for all age groups," Nielsen said in its report.
The most notable increase in this digital migration happened among people over 50 years old, with 48 percent of the respondents claiming they watch television and use the internet at the same time on a daily basis, compared to just 7 percent in 2015.
Respondents from all age group also said they are now watching video content on the internet more often, at least once a day. Among 40 to 49-year-olds, 57 percent said they watch online videos on a daily basis, up 34 percentage points since 2015.
Ninety-eight percent of respondents in the Nielsen Cross Platform Survey said they watch online videos on YouTube, but some also watch videos from online news outlets such as Detik, CNN Indonesia, Liputan6 and Kompas.
"More people have access to the internet on their mobile phones and public wi-fi has also become more common," Hellen said.
Smartphone has become the number one device to access the internet, followed by laptop, desktop PC, smart TV, game console and wearable devices. The once ubiquitous tablet, however, is seeing less use in the past two years, Nielsen said.
The other notable finding from Nielsen is that there are are now several prime times throughout the day, depending on which platform the viewers use to get their video fix.
Nielsen's Cross Platform Report 2017 revealed logins to social media, for example, are high throughout the day but peaked at around lunch time — from 12 p.m. to 2 p.m. — and in mid-evening — from 8 p.m. to 10 p.m.
Meanwhile, online news outlets see peak traffic in the morning, from 9 a.m to 12 p.m.
The prime time for watching online videos is not too dissimilar to prime time on television, from around 8 p.m. to 10 p.m.
Nielsen also noted that consumers are now more easily persuaded to seek information about a brand after seeing ads in online videos.
"Digital advertising prompts actions," the Nielsen Cross Platform Report said. "[It makes] consumers want to look for more information."
The report said 58 percent of respondents aged between 16 and 20 years old, 61 percent of respondents aged between 21 and 29 years old, 64 percent of respondents aged between 30 and 39 years, 61 percent of respondents aged between 40 and 49 years old and 31 percent of respondents aged more than 50 years old search online after seeing ads in a video.
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