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Wednesday, July 13, 2011

TNS Digital Nation 2011: Welcome to the Rapidly Digitizing Indonesia…

TNS Digital Nation 2011: Welcome to the Rapidly Digitizing Indonesia…

08.06.2011

How to understand and make the most of this rapid change.


TNS Indonesia believes that the 3 big drivers of change in the next 5-10 years would be:

1. Increasing Digitizing (Internet revolution)
2. The Growing & Changing role of the Mobile Phone, and
3. The Youth of Indonesia

In order to help marketers understand better, these 3 pillars of change, TNS Indonesia organized TNS Digital Nation 2011, where interesting findings from 3 large global studies, TNS Digital Life, TNS Mobile Life & TRU Teenz Life were presented.

Some of the interesting findings coming out of the event and the studies were:

Social Networking & the Power of Social Media in Indonesia – We ain’t seen nothing yet!!!

Indonesia is already the world’s 2nd biggest Facebook and 3rd biggest Twitter market in terms of number of members. However research by the global market research firm TNS reveals that although a huge 87% of those who go online, have access Social Networking sites, only 14% of them access these Social Networking Sites on a daily basis compared to the Global average of 46%.

This is based on findings from TNS Digital Life, one of the largest studies done Worldwide to understand Digital attitudes & behavior

Speaking from Jakarta this week, James Fergusson TNS’ Global Technology Sector Managing Director said, “Currently many Indonesians rely on either Warnets or Older generation smart phones to access the Internet. The inconvenience of getting to a Warnet and the cluttered operating systems of older phones compromise the user experience and frequency of Internet access and Social Networking usage.”

Fergusson went on to say, “This will change and rapidly! Over the coming months we will see an increase in Chinese manufactured new generation smart phones using the extremely user friendly and intuitive Android operating system in the market at a relatively lower price point. As is happening elsewhere in rapid growth markets, we will see this drive a flood of more frequent Internet access.”

“The subsequent increase in Social Networking usage represents a huge opportunity for businesses operating in Indonesia, where 30% of these consumers welcome online brand content”

Also, more than 60% of Social Network users Post or Read about Brands on Social Networking sites.

“Brands are treated as friends, currently, and it is important that marketers keep this in mind while designing their Digital strategies”, feels Rina Ivandriani, the coordinator of the TNS Digital Nation 2011.

Jhoni Tuerah, the TNS Indonesia Digital Champion added, “Now is the time for marketers to be planning their mobile digital strategies. The future of Digital in Indonesia is very much mobile!”

Key Findings from TRU Teenz Life

A global study done by one of the leading global experts on understanding Teens & Youth has thrown up some interesting findings:

1 . Faith & Pluralism-strong characteristic of Indonesian Teens. Riko Rahman, TNS Indonesia’s Youth champion said that ‘Religion is very important to Indonesian teens, but at the same time they are more Pluralistic than other Asia Pacific countries.

a. 95% of Indonesian Teens say that Religion/ Faith is one of the Most important Aspects of My life as compared to an average of 54% across Asia Pacific, but

b. 58% of Indonesian Teens also have close friends who are from a Different religion as compared to 32% in Asia Pacific as a whole.

2. Higher Education is Essential for Future Success but I Cant Afford it. Like in other APAC countries, majority of Indonesian Teens consider Higher Education to be critical for future Success, however,

a. 24% of all Indonesian Teens say that they will not go to College after School.

b. Irene Ariyani, Associate Client Advisor at TNS Indonesia adds that, ‘Education loans and support and making Higher Education Affordable would become very important to ensure that Indonesian youth realize their full potential’

3. Love International Brands, but like Indonesian Ads better.

a. International brands such as Nokia, Yamaha, Honda emerge as the Top3 most liked brands by Indonesian Teens, but

b. Advertising from Indonesian brands Mie Sedaap & XL emerge as the advertising they like the most.

c. Robert Hutchison, TNS Regional Youth Champion adds that “The clear message to International brands is to make advertising that connects better with the Indonesian culture in order to drive better brand engagement”

http://www.tnsglobal.com/research/key-insight-reports/3A9A8278B8834AB787FD62F74C1E734C.aspx

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