Graham Hills

Online Travel Professional, Jakarta/Singapore

Digital media habits in Southeast Asia 2011

Posted on | November 10, 2011 | No Comments

Nielsen have released their findings of a recent study of online behaviour internet users in Southeast Asia.

It’s a really interesting read especially considering how fast the internet landscape is changing in the region.

Of particular interest to me is what’s happening in Indonesia. With only 21% internet penetration Indonesia trails the rest of the region in terms of adoption levels, but is a force to be reckoned with in terms of size. The recent MarkPlus Insight Survey quoted some 55 million internet users in the country.

It’s no surprise to anyone familiar with Indonesia that mobile internet usage is huge! Mobile devices have become the dominant, most popular means of accessing the internet in Indonesia with 43% of respondents saying mobile was their main device for internet access.

Indonesia came in third for smartphone ownership as a percentage of the population trailing only Singapore and Malaysia.

At the recent Web in Travel conference held in Singapore I shared my view that Indonesians are still in the communication phase online but this will quickly change as more and more Indonesians go online for media content and then as the market matures more people will start shopping online. Recent developments in the payment space will definitely help move this more quickly.

So what are Indonesians doing online? Messaging on social networks, commenting on social networks, checking out profiles, updating profiles. Oh, and email.

To read more download Nielsen’s Digital Media Habits and Attitudes of Southeast Asia Consumers.

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