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Audience Buying Series #1: Digital Natives in South East Asia

by on 28th Jul 2011 in News

In the first of an exclusive series with Effective Measure - a global Digital Audience Measurement and Research company focused on emerging markets, we shine a light on the exciting South East Asian online audience with insights into the Digital Natives of Indonesia.

We’ve seen how South East Asia is progressing in the digital space. Who makes up its largest audience?

As seen in the month of June, South East Asia is home to almost 140 million Unique Browsers. This number continues to grow as new technology and expanding populations collide.

Users in the 25 to 30 year old age bracket own the largest slice of the pie. Also known as Digital Natives, this demographic makes up 23% of the total audience in SEA. At the other end of the spectrum, are the over 60s age group who make up a mere 2% of the online audience in SEA.

Top three age groups of the SEA online audience in Q2:

Source: Effective Measure Market Size Analysis – SEA, May to June 2011

Digital natives. What can you tell us about this audience?

A: Digital Natives pave the way for older and younger generations to purchase goods and services, conduct research and reach out to communities online.

For instance, in Indonesia, more than a quarter (28%) of its nine million Internet users are Digital Natives.

Snapshot of the Indonesian Digital Native:

  • Frequent Portals, Entertainment and News websites
  • Are most active on Wednesday (weekday) and Saturday (weekend)
  • Working as Professionals, Managers and Administrators

Dominance of Digital Natives over other age groups in Indonesia:

Source: Effective Measure Indonesia Demographic Profile (May 2011)

Looking forward, what trends do you forecast for the Indonesian market?

Experiencing the technology boom first hand has certainly influenced the way Digital Natives interact- we believe that they hold the key to e-commerce opportunities.

Mobile Internet will feature as a catalyst for exponential growth. Already, over 1.6 million Digital Natives in Indonesia accessed mobile Internet in May, contributing to an upward growth of 6% in user sessions compared to the month before.

And in June, we saw a 15% increase in Unique Browsers on mobile devices across the total Indonesian audience, compared to the month before.

This progress opens the door to targeted mobile marketing campaigns aimed at acquiring deep and wide reach.

How can publishers as well as advertisers and agencies use this knowledge?

As marketing campaigns get more sophisticated, so does the online audience. Understanding the different demographics and measuring their level of influence can help in establishing the process of target audience segmentation.

Publishers can use this knowledge on Digital Natives to match their ad inventory where this demographic has proven to frequent, to the tailored requirements of advertisers and agencies.

Similarly, advertisers and agencies are able to determine if they are reaching Digital Natives on the sites that they have chosen for their campaigns.

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