Indonesian smartphone owners watch more video on digital devices than TV finds study

A study by Millward Brown of Indonesian smartphone owners – around 30 per cent of the population – has found that just over half (52 per cent) of video viewing is now done through internet-enabled digital devices such as a mobile phone, tablet or laptop, compared to 48 per cent on a television.

But live TV remains the most popular individual channel for video viewing in Indonesia, particularly among the older 35-45 year-old age bracket.

Indonesian smartphone owners spend 431 mins a day using a screen device, according to the study, 53 per cent of which is spent watching video. This means that this group of relatively young, affluent Indonesians spend nearly four hours every day watching a video on a device of some sort – among the highest rate of video consumption in the world.

Of that four hours of video viewing a day, 78 minutes is spent watching live TV, 54 is viewed on a smartphone, 41 minutes on a laptop, 33 minutes on on-demand TV and 23 minutes on a tablet, according to the Millward Brown AdReaction study.

Digital device video viewing is higher among 16-24 year olds, the study found.

Smartphone-owning Indonesian video viewing behaviour is pretty much in line with the global average, which also shows digital devices to be slightly ahead of TV, although TV consumption in Indonesia is slightly higher (by four percentage points).

The study found that video viewing takes place mostly at home in Indonesia, especially TV, whereas video viewing on digital there is a split between home, commuting and work.

It also found that TV is more for social consumption, with consumers most likely to watch TV with other members of the household, while digital viewing is a more solitary activity.

The study also found that Indonesians are more receptive to ads than the global average – and across all devices.

Just under half of those surveyed in Indonesia said they were less likely to skip, and pay more attention to, online video ads that offer rewards. They are most receptive to skippable pre-rolls and click-to-play ad formats that provide control over what they watch.

Indonesian smartphone owners think they have more control over digital ads than TV ads, with most believing the laptop gives them the most control over the ads they watch.

Mark Chamberlain, MD of Millward Brown Indonesia, commented: “It is now possible to reach consumers at scale through multiple video channels but brands need to be wary of simply applying old school TV thinking to what is a sophisticated and digitally savvy video audience in Indonesia.”

The Millward Brown study can be read in full here.


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