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An Indonesian Digital Association report takes a peek on how the archipelago nation consumes digital media

A recently released report by the Indonesian Digital Association (IDA), supported by Baidu Indonesia and conducted by global research firm GfK, revealed 96 per cent of Indonesians are consuming the news mainly from their smartphones, closely beating television at 91 per cent.

“As industry practitioners, we are very excited about these findings. Technological advance had changed the way society consumes information, which we see as an opportunity to serve the right content at the right timing, in the right method,” said IDA Chairman Edi Taslim in a written statement.

The report aims to become a reference for Indonesian digital industry players in understanding local Netizen habits.

The study was conducted in five Indonesian cities at the end of 2015, by implementing a research software in devices used by 1,521 panellists as well as conducting live interviews with 775 respondents.

e27 compiled for you key findings from the research.

Also Read: Spread the news: News-reader app Kurio gets US$5M from Japanese counterpart Gunosy

The report begins with understanding who are the main consumers of Indonesian digital news outlets: Indonesian males aged between 33 to 42 years old, from A and B socio-economic status (SES). (A status means the economic upper class while B refers to the middle class. There is also a C status which describes the lower economic tier).

From this group, the majority of them (60 per cent) reads news on weekly basis while only 24 per cent read the news daily.

Indonesians also tend to read the news on Sundays, between 12PM to 9PM. It is a relatively long time span compared to how long they spend reading the news on Saturday (from 12PM to 6PM, because it’s Saturday night, of course) and weekdays (12PM to 3PM, seems like this is how they spend lunch hour).

Entertainment and social issues become the top two most read topics at 73 per cent and 70 per cent respectively. It is followed by politics/governance (49 per cent), religion (32 per cent), then science and tech (30 per cent). The remaining topics such as beauty/fashion, education, and business/economy falls under 30 per cent.

Gender affects the type of content being read by Indonesian users. Women tend to read entertainment and fashion/beauty news, while men tend to read socio-political and sports news.

Age is also an important factor when it comes to the type of content that users read. Younger users enjoy ‘lighter’ news such as entertainment, while older users enjoy socio-political and religious content.

Also Read: Indonesia’s Kincir launches news portal for the young at heart

Another key takeaway from the findings is that Indonesians tend to visit sites that serve different kinds of content (83 per cent), more than sites that specifically discusses one type of content (17 per cent).

This fact strongly correlates with the local online media landscape which is dominated by ‘general news’ outlets.

The research also mentioned that in order to access the news outlets, most Indonesians begin by looking through search engines (31 per cent), followed by searching for a specific channel in the news outlet (28 per cent) and social media shares (24 per cent). Only 10 per cent of users go straight to the news outlet’s main page.

There is no mention of the use of news-readers apps such as Kurio or the e-magazine reader app Scoop.

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The post This is how Indonesians read news online: On their smartphones on Sundays appeared first on e27.

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