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The Jakarta Post
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Jakarta | Sun, October 7 2012 | 02:26 pm

Internet users in Indonesia don’t stop browsing the virtual network on the big days and weekends. they only shift through devices — PC to laptops to mobile phones.

During weekdays, between 9 a.m. to 6 p.m., global Internet users, including those from Indonesia, access the Internet from PC and laptops. They use tablets and mobile phones in the morning (before 9 a.m.) and in the evening (after 6 p.m.).

“This [data] was taken from global research. We were curious if the same thing exists in Indonesia. We analyzed
the traffic sources in June [specifically] on the category of mobile phones,” the head of agency relations at Google Southeast Asia, Anand Tilak, said at Google Day Indonesia, the first annual event held recently in the capital.

Anand said that people who use smartphones are searching information 50 times more frequently. He said that queries, in terms of characters and words, from mobile phones grew eight times in the last few years through google.co.id.

Based on a research held in Southeast Asia, Anand said that 45 percent people sitting in front of the TV are actually surfing the Internet, the second most popular activity after eating.

“When [almost] half the people are not watching television, it makes the jobs of advertisers and marketers really tough,” he said.

During the YouTube presentation, Krishna Zulkarnain, country marketing manager for Indonesia, explained Google’s predictions on where the market is heading.

Audiences, Krishna said, are very fragmented. He said that the good news is marketers can find where the audiences are.

If they are not watching TV, marketers can find them through other screens. However, the bad news is when marketers advertise only through one screen out of four, which means spending more on advertising for the same results.

Krishna said that nowadays people choose how to access information, but the things they need to find are basically still the same. However, he said, the behavior of people in accessing the information is different.

“[It is because] the technology itself allows them to behave differently,” Krishna said.

Krishna added that the three screens, computers, mobile phones and tablets, could be maximized as the extension of TV commercials.

He said that based on the data concluded by Google, there is an increase of 24 percent of audiences’ brand recall on YouTube compared to TV commercials.


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