YT User Profiling - Indonesia 2012 - 20130313

YouTube Confidential and Proprietary
YouTube User Profiling

Indonesia 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, whats the
typical usage duration, content
preferences, specific wants, whats 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, whats the entry point, why,
what works best, whats the role of
search, is discovery random or
purposeful, drivers and triggers,
whats 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
Methodology
5
Online survey across Indonesia to measure opinion and attitudes towards YouTube & competitors
Sample representative of the online population
1654
respondents,
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
1
4
17
26
51
Junior high school
University (Master or higher)
College/ vocational(Diploma
1- Diploma 3)
Senior high school
University (Bachelor)
2
1
3
4
11
15
16
49
Prefer not to answer
Retired
Not employed
Homemaker/Housewife
Employed part-time
Student
Self-employed
Employed full-time
Demographic Profile: Personal
6
57% 43%
14
22
35
20
8
2
48
52
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
Area
1
1
1
1
2
2
2
3
5
5
6
6
9
9
43
Padang
Banjarmasin
Riau
South Sumatera
Bali
Makassar
West Java
Medan
Central Java
East Java
Yogyakarta
Semarang
Bandung
Surabaya
Jakarta
YouTube @ a glance
Who 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
9
Source: YouTube User Profiling, Indonesia, January 2013
Question 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 1
st

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%
1
st
source
for videos
General
perception of
YouTube
YT usage
location
Most used
device
Peak YT traffic
Average YT visit
duration
YT, 1
st
source for
videos
Proportion
using YT for info
Average 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
57
43
14
22
35
20
8
2
48
52
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
Internet Overall
57
43
14
22
35
20
7
2
49
51
40
60
11
23
38
19
7
2
39
60
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
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%
Question 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 home
Who
Where
Why
At home only
27%
At home &
On the go
16%
On the go only
0%
At home At work
At an internet
caf
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%
Question 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 weekend
Who
Where
Why
Weekday
Weekend
14
46
26
7
4
3
12 25
27
17
11
8
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
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
Weekdays
Weekends
Weekday
Peak time
14
Question 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 peak
Who
Where
Why
Weekend
Peak time
More likely to be
users who watch at
work (37%) or on the
go (37%)
Question 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.
Indonesias YT usage profile is different to other markets
Who
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
Indonesia
Weekdays 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 time XX
1
2
3
2
3
9
10
18 18
35
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
16
Question Y2. YouTube visit duration
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 periods
Who
Where
Why
31
min
Average visit
duration
34
33
31
31
28
22
15.00
20.00
25.00
30.00
35.00
40.00
16 years to 20
years old
21 years to 24
years old
25 years to 34
years old
35 years to 44
years old
45 years to 54
years old
55 years to 59
years old
Question Y2. YouTube visit duration
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 longer
Who
Where
Why
31
min
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
Question Y7a To what extent do you agree or disagree with the following statements about YouTube?
What do you think of YouTube?
YouTube is considered one of peoples 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 Indonesians
Who
Where
Why
66
64
63
56
55
52
51
39
35
% Nett Agree
68
62
49
47
45
38
37
34
26
12
11
6
2
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
Question 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 YouTube
Who
Where
Why
Heavy users have more drivers for visiting YouTube
20
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
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
Heavy (daily)
Medium (weekly)
Light (less often)
Question Y4 What are the main reasons you visit YouTube? Base: All using YouTube n=1596
Heavy 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 exploration
How 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.
Question 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 movies
Expectations
Discovery
Specific search
Watched
Opportunities
*The word Video has
been taken out of the
word cloud to better
discriminate the
underlying themes
Question Y5b When youre 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 individuals 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 YouTube
Expectations
Discovery
Specific search
Watched
Opportunities
Question Y40 How do you find or discover new videos on YouTube?
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
58
44
35
32
31
31
30
30
28
24
24
24
22
13
12
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
Expectations
Discovery
Specific search
Watched
Opportunities
Music is the main driver of traffic on YouTube
25
71%
Video clips other people
have uploaded
46%
43%
Music videos
38%
'How to' videos
35%
1
2
3
4
5
32%
Expert Video 28%
Film previews, trailers or
videos
27%
27%
26%
6
7
8
9
10
Question 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** 781 815
Music videos 71 71 73 74 68 64 51 68 75
User generated content 46 45 46 47 49 39 23 48 43
Entertainment and celebrity 43 43 40 43 45 43 42 42 43
Film previews, trailers or videos 38 39 40 39 33 38 32 38 37
How to' videos 35 38 39 32 35 29 22 26 46
TV shows 32 41 37 33 19 29 3 31 33
Expert Video 28 26 28 25 32 38 27 32 23
Electronics and Gadgets 27 26 30 27 24 25 18 33 19
Cartoons and Kid shows 27 31 29 28 26 10 8 25 29
Sports & Fitness 26 26 26 28 25 20 41 34 16
Education/Schooling 26 30 28 23 23 30 26 28 23
News / Politics 25 18 23 28 25 30 37 30 19
Travel and Tourism 22 17 22 22 24 28 28 21 24
Health 21 21 20 20 21 26 35 21 21
Automotive and vehicles 21 16 18 23 22 25 41 32 7
Live streaming / live events 21 18 20 21 22 26 11 22 19
Beauty and Fashion 17 21 19 16 15 13 2 5 32
Pets and Animals 16 14 13 17 16 21 34 18 14
Homecare and cooking 13 13 12 12 15 18 10 7 21
TV ads 12 11 15 14 9 5 13 12 13
Social Movements and NGO 11 13 11 9 12 14 16 13 8
Online Shopping 11 9 11 12 9 13 17 10 13
Finance 10 8 7 10 9 20 11 11 7
Males & females each have their own areas of interest
26
Base: All using YouTube n=1596;
Expectations
Discovery
Specific search
Watched
Opportunities
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 analysed XX
81%
Meal inspiration
67%
61%
Recipes and
ingredients
34%
Brand / product reviews 31%
1
2
3
4
5
Celebrity chefs
Question Y5a Which of the following types of videos do you generally watch on YouTube? Base: All using YouTube n=1596
Question Y5CO Cookery videos searched for? Base: All using YouTube watching cookery videos n=241
Question 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 tips 70%
60%
Make-up application
45%
Brand / product reviews 42%
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
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.
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 241 34 53 78 53 20** 3** 58 183
Recipes and ingredients 81 73 87 80 83
** Low sample size (<30)
71 86
Meal inspiration 67 69 78 59 66 65 68
New cooking techniques 61 65 57 59 69 63 60
Celebrity chefs 34 29 51 32 31 31 36
Brand / product reviews 31 32 40 26 24 40 27
TV shows / ads 22 26 27 26 12 28 19
Branded sites within YouTube 20 31 17 22 10 34 14
Other cookery videos 34 29 26 43 27 35 33
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 312 56 82 100 59 14** 1** 43 269
Make-up application 74 69 81 74 74
51 79
Fashion tips 70 74 71 68 64 49 75
Hairstyling tips 60 57 66 58 59 51 62
Models or celebrities 45 48 42 44 47 60 42
Brand / product reviews 42 38 49 36 39 37 43
TV shows / ads 20 16 25 23 10 22 19
Other beauty videos 35 31 27 36 43 28 36
cookery videos online
beauty videos online
Question Y5CO Cookery videos searched for? Base: All using YouTube watching cookery videos n=241
Question Y5BE Beauty videos searched for? Base: All using YouTube watching beauty videos n=312
73%
Specs 72%
67%
Brand / product reviews
55%
Branded sites within YouTube
32%
1
2
3
4
5
Looking for new products
or brands
Question Y5EG Electronic & Gadget videos searched for? Base: All using YouTube watching electronic & gadget videos n=422
Question 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 reviews
67%
65%
Inspiration / holiday ideas
61%
Restaurant reviews 57%
1
2
3
4
5
Hotel reviews
Transport reviews
travel videos online
Expectations
Discovery
Specific search
Watched
Opportunities
Question Y5EG Electronic & Gadget videos searched for? Base: All using YouTube watching electronic & gadget videos n=422
Question Y5TR Travel videos searched for? Base: All using YouTube watching travel videos n=380
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 380 45 93 126 76 32 8** 171 209
Inspiration / holiday ideas 76 90 81 71 77 65
** Low
sample
size (<30)
75 76
Destination reviews 67 55 66 69 66 81 66 68
Transport reviews (e.g. airlines, trains etc) 65 63 59 63 68 83 65 65
Hotel reviews 61 44 57 63 64 80 60 62
Restaurant reviews 57 57 65 59 48 53 53 61
Traveller reviews 55 50 59 57 48 60 56 53
TV shows / ads 23 27 32 22 13 22 25 20
Branded sites within YouTube 22 26 19 22 18 31 26 17
Other travel or tourism videos 50 36 44 51 55 69 54 46
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 422 60 113 143 73 28** 5** 266 156
Brand / product reviews 73 61 83 73 71
71 76
Specs 72 67 73 73 72 71 76
Demonstrations / how to use products 67 65 70 66 67 66 71
Looking for new products or brands 55 52 57 56 51 55 56
TV shows / ads 23 24 26 21 22 22 25
Other 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
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.
electronic videos online
travel videos online
50%
Music/ instruments 48%
47%
Product demos / tutorials
40%
Fashion & lifestyle 40%
1
2
3
4
5
Arts/ crafts
Question 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 demos and tutorials are important sources of
content in how-tos, 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
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 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%
Film previews, trailers
or videos
29%
1
2
3
4
5
27%
Education/Schooling
27%
'How to' videos
26%
26%
25%
6
7
8
9
10
Question 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
Question 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
Watched
Opportunities
Mobile behaviour
How 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 RECAP
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
on a PC / laptop
29%
on a mobile device
(smartphone or tablet)
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,
Smartphones and tablets are used throughout the day and dont have the extreme peaks and troughs
that exist with a PC/Laptop
0
5
10
15
20
25
30
35
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 - 6AM
PC/ laptop/ computer Mobile Tablet
Smartphones & tablets are used throughout the day
Usage
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?
Desktop/
laptop
Smartphone
Tablet
No YouTube
5%
You Tube is generally used across all devices
Use of YouTube is not limited to one device. Those with Mobiles 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 behaviour
Whats 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 +
Question Y11 Which of the following do you do on YouTube?
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 YouTube
Activities
Drivers
Call to action
Mobile exp.
14%
Share videos from YouTube on a blog
Question Y12b What sort of videos do you tend to share from YouTube?
Music videos are the most shared
Activities
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' videos
20%
1
2
3
4
5
19%
Education/Schooling
17%
Entertainment and celebrity
16%
16%
15%
6
7
8
9
10
Film previews, trailers or
videos
Travel and Tourism
Sports & Fitness
News / Politics
Social affirmation is key to sharing videos
43
Question 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 video
49%
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 videos
38%
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
Question 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 Other
Other
exploration
Activities
Drivers
Call to action
Mobile exp.
Media consumption
How does YouTube compare to offline channels in terms
of current and future usage? What cross-media usage is
happening in Indonesia?
45
6.
91
89
66
63
63
51
7
11
27
30
25
49
3
0
6
7
12
0
Watch TV
Watch videos on YouTube
Read a (printed) newspaper
Read a (printed) magazine
Listen to the radio
Watch videos on Facebook
At least once a week Less often Never
YouTube usage is catching up to TV
46
Question 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
58
64
69
75
76
74
38
39
43
42
39
34
0
10
20
30
40
50
60
70
80
16-20 years old 21-24 years old 25-34 years old 35-44 years old 45-54 years old 55-59 years old
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
Question 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 YouTube
While 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
Question Y3 What times of the day do you watch online videos on YouTube? Base: All using YouTube in Weekdays n=1596, Weekends n=1596
Question M3 What times of the day do you normally watch TV? Base: All watching TV in Weekdays n=1609, Weekends n=1609
0
10
20
30
40
50
60
70
TV YouTube
0
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
Question Y7b To what extent do you agree or disagree with the following statements about advertising that you may see on YouTube?
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 consumers
Offline vs.
Online
Multi-
tasking
Advertising
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
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
I would NEVER skip this type
of advertising if I have the
option 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 desired
Offline vs.
Online
Multi-
tasking
Advertising
Question 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?
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
seeing a skippable pre-roll ad
this way on YouTube
seeing a in-search ad
this way on YouTube
Question 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 performance
Whats the brand equity of YouTube & competitors in
Indonesia?
Whats the value of online advertising? And are YouTube
advertising formats valuable for brands?
52
7.
98
96
95
17
6
0
17
8
1
9
4
0
42
17
2
YouTube
Metacafe
DailyMotion
Vimeo
Yahoo! Video
YT has almost total conversion from familiarity to usage
53
Question 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
Question 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. Its 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 cant 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 visit
0% 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 thats 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.
5
As 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 content
Acceptability & barriers, Relevant content
(movies, TV shows, professional videos),
Type of subscription (pay-per-view / pay-
per-season)
Music streaming
Acceptability & barriers, Type of
subscription (pay-per-view / pay-per-
season)
Brand engagement
Brand channels subscription, Acceptability
& barriers, Expected content (Ads, how-to
videos, viral videos)
Subscription
Acceptability & barriers, perceived benefits
& expectations
Second screen
Multi-tasking activity, reasons of
multitasking, devices used for multitasking
`
Thank you!
Please contact TNS Australia for more information
66

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