Indonesia Online News

Popular Brand 2014

Omnibus Popular Brand Index

Date: November 2014

2

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

3

A. Detail findings

1.1. Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛

Additional Information:

• Top of Mind (TOM) = The first brand remembered by respondents.

• Expansive = Range or dissemination of the brand.

• Last Used/ Market Share = Total usage in the last 3 months period.

• Future Intention = Brand to be purchased in the future.

One of the most important asset and the identity of acompany is Brand. Brand or trademark is a name or symbol thatrelated to product / services and cause psychological meanings /associations. In addition, brand is also a promotional tool, so thatproduct with a particular brand will tend to gain popularity orawareness at the community level that will affect consumerbehavior in society.

To determine organizational performance we can see from thedevelopment of the brand. W&S Group develop PBI (Popular BrandIndex) concept in which the measurement is seen from Top OfMind, Expansive or dissemination of the brand, Last used or knownas Market Share, and Future Intention.

4

A. Detail findings

1.2. Popular Brand Index Results (PBI)PBI obtained by the method of Internet Sampling (Online Panel) with sample 1.400 respondents in the database

W&S Indonesia (Nusaresearch). The results obtained for Online News Category with PBI Concept as follows:

Incidence Rate Online News accessor (percentage of online news accessor in the last 3 months) was 69.0% of thepopulation of W&S Indonesia panel.

Detik.com is the most popular Online News in

Indonesia with the highest PBI index is 40.4, followed by Kompas.com with PBI

index 26.1

Rank of Popular

Online News PBI IR

1 Detik 40.4

69%

2 Kompas 26.1

3 Okezone 7.3

4 Vivanews 5.3

5 Liputan6 3.0

6 Kapanlagi 2.6

7 Goal 2.3

8 YahooNews 1.6

9 Tempo 1.4

10 Republika 1.1

11 BBC 0.9

12 Metrotvnews 0.7

13 TribunNews 0.5

14 Merdeka 0.4

15 Suaramerdeka 0.4

5

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

6

A. Detail findings

2.1. Brand Awareness – Top Of Mind

n Sample : 966

To know the level of brand awareness of consumersto online news sites, Top of Mind (TOM) is one of themost important aspect to know the level of popularity ofthe product. From the result of TOM, the first online newsand spontaneously comes to mind when talk about onlinenews context are: Detik.com (43.8%), followed byKompas.com (30.7%). While Okezone (4.9%), Vivanews(3.8%) and Yahoonews (3.4%) were ranked afterDetik.com and Kompas.com. Judging from the dataDetik.com and Kompas.com is the most advantageous asthe site of the most memorable for the respondents,because more than 70% respondents who access onlinesite remember Detik.com and Kompas.com as Top ofMind.

43.8

30.7

4.9

3.8

3.4

1.5

1.2

0.8

0.8

0.6

Detik

Kompas

Okezone

Vivanews

YahooNews

Goal

Liputan6

TribunNews

Tempo

Kapanlagi

7

A. Detail findings

2.2. Brand Awareness

There is an interesting fact of the data obtained, when we look at Goal.com (19.5%) and YahooNews (13.1%)compared with Tempo (55.6%), Republika (43.0%) they have total awareness smaller, but PBI ranks better. This couldbe due to the content or sites owned by Goal.com and YahooNews can be considered good, but if they do initiation toincrease total awareness can be assured they can compete with Detik.com and Kompas.com

n Sample : 966

74.0% 72.3%

22.5% 21.2%13.3%

5.1% 4.3%12.8%

7.6% 5.1% 1.2% 3.9%13.4%

7.1%1.7%

18.4% 19.2%

51.4%45.4%

51.9%

51.7%

15.2% 0.3%

47.9%

37.9%

18.8%

36.9%

0.3%

0.3%

23.3%

92.4% 91.5%

74.0%

66.5% 65.2%

56.7%

19.5%

13.1%

55.6%

43.0%

20.0%

40.8%

13.7%

7.4%

25.0%

Aided

Unaided

TotalAwareness

8

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

9

A. Detail findings

3. Expansive

Expansive is a deployment site, so it easy tofind everywhere (Online ads, Google AdWords,etc). Usually Expansive aspect is closely connectedwith the activity of advertising.

In this study, Detik.com occupies the firstposition with the percentage of 43.3%. In addition,it is quite interesting is Okezone which has apercentage 9.5% and superior to its competitorsVivanews (5.0%) and Kapanlagi.com (4.0%)

0.6%

n Sample : 966

1

2

3

4

5

6

7

8

9

10

43.3%

26.0%

0.7%

9.5%

1.0%

5.0%

2.4%

4.0%

2.9%

0.6%

10

A. Detail findings

4. Frequent User

Last Used/ Market Share is measured fromthe level of the percentage of respondents whoaccess Online News within 3 months period.

Detik.com occupies a top position (43.8%)and Kompas.com (24.6%) followed by Vivanews(6.0%) is Online News most frequently visited byreaders. It is a sign of consumer loyalty to OnlineNews.

n Sample : 966

0.6%

1

2

3

4

5

6

7

8

9

10

43.8%

24.6%

1.2%

6.0%

1.3%

5.9%

2.5%

3.6%

3.3%

0.7%

11

A. Detail findings

5. Future Intention

Future Intention measured by the percentagelevel of the respondent to a smartphone that wantsto have in the future. Future intention is measuredfrom the Loyal respondents and respondents whowould switch.

BBC surprisingly into the top 10 Online Newswith a percentage 2.7%. This is a strong signalthat BBC has a chance to become the popularOnline News in the future.

n Sample : 966

0.6%

1

2

3

4

5

6

7

8

9

10

30.7%

22.1%

2.6%

9.8%

2.7%

6.7%

2.7%

4.8%

3.0%

2.1%

12

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

13

A. Detail findings

6.1. Switching 6.1. Brand Switch In and Switch Out Gap

n Sample : 449* Relative to respondents who do Switching

n Sample : 1,115

From the result of the study, 46.5% of the 996 samplesof respondents want to access other OnlineNews. Whencompared Last Used with Future Intention, Detik.com hasdecreased by 9.1% this is very dangerous for the businessof Detik.com because the accessor of Detik.com moredecreased. As for the access of the greatest enhancer isOkezone with 3.8%, followed by the percentage of coverageof 6 (1.8%) Vivanews (1.4%) and Tempo (1.3%)

46.5%53.5%

Loyal

Switch

-9.1%

-0.4%

1.4%

3.8%

-0.4%

1.8%

0.4%

1.3%

0.9%

0.2%

Detik

Kompas

Vivanews

Okezone

Kapanlagi

Liputan6

Goal

Tempo

Republika

YahooNews

14

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

15

A. Detail findings

7.1. Ever Used and Conversion Rate

Conversion Rate

Ever Used Brand

Total Brand awareness

Top of Mind

Conversion Rate

Ever Used Brand

Total Brand awareness

Top of Mind

31%

92%

75%

82%

5%

74%

51%

69%

4%

67%

47%

70%

1%

65%

40%

62%

44%

92%

80%

87%

1%

57%

38%

66%

2%

20%

13%

68%

1%

56%

30%

54%

1%

43%

22%

51%

1%

41%

22%

53%

n Sample : 966

Total Brand awareness when compared to Ever Used Brand will get an indication of the conversion. The higher theconversion rate indicates when accessing aware of its website, the possibility to access the site OnlineNews higher.

Goal.com noted to have "Brand Awareness" which is quite low (20%) when compared with other OnlineNews sites.But the value of their conversion can be quite high (68%) when Goal.com may increase brand awareness so they can getmore audience.

16

A. Detail findings

7.2. Most Favourite Section to Read

n Sample : 713

Judging from the selection of the most popular news topics, Political ranked first as the most popular topics (69.5%)followed by Economics (60.1%), entertainment (58.3%), health (58.3%) and sports (49.9%).

60.1%69.5% 58.3% 49.9%58.3%

39.2%

26.8%

26.4%

7.0%Smartphone

Desktop / PC computer

Laptop

Tablet (iPad, Tablet)

Online News readers access OnlineNews site more using asmartphone (39.2%) compared with the Laptop (26.4%) andDesktop / PC Computer (26.8%).

From this data we can conclude the importance of the site'sinterface to mobile view, so the use of or experience in accessingOnlineNews reader can give a good impression of the sitesaccessible.

17

A. Detail findings

7.2. Reader Behaviour

n Sample : 713

OnlineNews readers usually access the site inthe morning at 7:01 a.m.-10:00 (30.2%) and theevenings after dinner at 18:01 to 21:00 (19.7%).While in the period 10:00 to 18:00 accessorOnlineNews quite low. It is suggested, OnlineNewssite news update in the time span so that they areread OnlineNews in the morning and in the eveningafter dinner can be served a different story.

Meanwhile accessor OnlineNews usually readthe news every day at 74.9%, this figure shows thatthe reader OnlineNews a habit for them to beaccessed on a daily basis.

30.2%

16.7%18.5%

6.5%

19.7%

8.4%

Pagi hari(7.01 - 10.00)

Siang harisebelum

makan siang(10.01 -12.00)

Siang harisesudah

makan siang(12.01 -15.00)

Sore harisebelummakan

malam (15.01- 18.00)

Sesudahmakan

malam (18.01- 21.00)

Malam hari(21.01 -07.00)

74.9%

12.9%9.1%

2.5% .6%

Setiap hari 4 - 6 kaliseminggu

1 - 3 kaliseminggu

2 - 3 kalisebulan

Sebulan sekali

18

B. Respondent profile

Monthly Household Income

56.6% 43.4%

AgeGender

8.2%

28.3%

23.9%

39.7%

Below 20 years old

20 ~ 24 years old

25 ~ 29 years old

30 years old and above

2.1%

2.4%

3.9%

11.1%

13.1%

11.2%

15.2%

12.4%

12.5%

12.6%

3.6%

Over IDR 40,000,000

IDR 30,000,001 - IDR 40,000,000

IDR 20,000,001 - IDR 30,000,000

IDR 11,000,001 - IDR 20,000,000

IDR 8,500,001 - IDR 11,000,000

IDR 6,500,001 - IDR 8,500,000

IDR 4,500,001 - IDR 6,500,000

IDR 3,500,001 - IDR 4,500,000

IDR 2,500,001 - IDR 3,500,000

IDR 1,500,001 - IDR 2,500,000

Less than IDR 1,500,000

n Sample : 966

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The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).