37% Indonesian internet population spend more than 4 hours per day on chat apps

1. STUDY ABOUT CHAT APP USAGE IN
INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
Oct, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about the usage of Indonesian user
toward chat apps (OTT)
 Methodology: Online survey
 Fieldwork time: 10 days (15/08/2016 to 25/08/2016)
 Sample size: N = 1400
 Geography: Nationwide

3. 2
KEY FINDINGS
• BBM, Facebook messenger, Whatsapp and Line are the most well-known chat apps
• BBM is used the most frequent (42%)
• Chatting and send photos are top 2 activities used most frequently
• 94% satisfied with their current chat apps and messaging is the most satisfying feature
• By decreasing ads and improving connection ability in low-speed internet condition,
brands can make their customers more satisfied
• 37% spend more than 4 hours / day on chat app
• 52% care about ad content on chat app
• 56% of them who care about the ad content click on ads 1-3 times/day
• 4 pm ~ 11 pm is the most suitable time frame for advertising activities through chat apps

4. 3
VIETNAM VS. INDONESIA
KEY FINDING VIETNAM INDONESIA
Most well-known chat
apps
Zalo, Facebook Messenger and
Viber
BBM, Facebook Messenger,
Whatsapp, Line
Market leader Facebook Messenger (42%) BBM (42% share)
Most satisfied feature Messaging Messaging
Satisfaction 94% satisfied with current chat
app
94% satisfied with current chat
app
Need to improve Connection ability in low-speed
internet condition
Many ads and Connection ability
in low-speed internet condition
Ads attraction 37% users care about the ads on
their chatting apps
52% users care about the ads
on their chatting apps
Click on ads frequency 1-2 times/day (40%) 1-2 times/day (38%)
Suitable time frame for
advertising
8 pm ~ 11 pm 4 pm ~ 11 pm

5. 4
N = 1400
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
10%
16%
26%
35%
13%
Above 35
31-35
26-30
18-25
Under 18
50%
3%
6%
6%
16%
19%
Others
Medan
Bandung
Surabaya
Bodetabek
Jakarta
2%
2%
3%
3%
15%
21%
27%
28%
Engineer/Doctor/Teacher
Others
Job seeker/Retired
Factory Worker
Self-employed
Officer
Housewife
Student
45%
55%
Male
Female

6. 5
BBM, FACEBOOK MESSENGER, WHATSAPP AND LINE ARE TOP 4
CHAT APPS KNOWN THE MOST ACROSS ALL AGE GROUPS
Do you know any chat apps listed below? (by age)
N = 1400
6%
3%
22%
28%
30%
40%
51%
53%
57%
89%
90%
90%
94%
Others
Couple
Telegram
Bee Talk
Google Hangout
Snapchat
Kakao Talk
Skype
We Chat
Line
Whatsapp
Facebook messenger
BBM (BlackBerry Messenger)
Total
10%
3%
16%
24%
32%
38%
39%
40%
46%
76%
71%
84%
88%
Under 18
4%
2%
20%
28%
25%
35%
49%
50%
61%
93%
93%
93%
94%
26-30
3%
5%
23%
26%
23%
32%
54%
50%
54%
92%
94%
92%
92%
31-35
1%
2%
24%
16%
23%
26%
50%
53%
50%
85%
94%
90%
95%
Over 35
8%
4%
25%
33%
38%
51%
56%
60%
62%
91%
92%
90%
96%
18-25
N = 184 N = 496 N = 362 N = 221 N = 137

7. 6
AGAIN, BBM, FACEBOOK MESSENGER, WHATSAPP AND LINE ARE
TOP 4 CHAT APPS KNOWN THE MOST THROUGHOUT THE COUNTRY
Do you know any OTT apps listed below? (by city)
6%
3%
22%
28%
30%
40%
51%
53%
57%
89%
90%
90%
94%
Others
Couple
Telegram
Bee Talk
Google Hangout
Snapchat
Kakao Talk
Skype
We Chat
Line
Whatsapp
Facebook messenger
BBM (BlackBerry Messenger)
Total
3%
5%
25%
29%
35%
46%
56%
57%
61%
92%
94%
92%
94%
Jakarta
3%
3%
26%
30%
26%
41%
54%
56%
57%
93%
95%
92%
96%
Bodetabek
2%
2%
20%
21%
24%
31%
50%
50%
55%
88%
92%
88%
87%
Surabaya
5%
2%
31%
30%
33%
58%
57%
59%
59%
86%
89%
83%
93%
Bandung
8%
3%
19%
28%
29%
36%
48%
49%
56%
88%
87%
90%
94%
Others
N = 1400 N = 268 N = 223 N = 86 N = 83 N = 740

8. 7
Under 18 group use less chat apps than other groups
97% USE MORE THAN 1 CHAT APPS ON THEIR SMARTPHONE
How many chat apps are you using on your smartphone?
34%
21%
42%
34% 33%
28%
25%
19%
21% 33%
28%
21%
23%
27%
21%
20%
26%
28%
14%
23%
14%
10% 12%
20%
3%
10%
3% 2% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 31-35 Over 35
1
2
3
4
More than 4
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

9. 8
UNDER 18 – 30 GROUP USES BBM THE MOST
WHILE OVER 30 GROUP PREFERS WHATSAPP
Which chat apps are you installed on your smartphone? (by age)
3%
0%
2%
5%
6%
7%
8%
10%
11%
68%
74%
75%
87%
Others
Couple
Bee Talk
Kakao Talk
Telegram
Google Hangout
Snapchat
We Chat
Skype
Facebook messenger
Line
Whatsapp
BBM (BlackBerry Messenger)
Total
7%
1%
1%
2%
4%
5%
6%
5%
5%
62%
59%
35%
79%
Under 18
4%
0%
3%
6%
7%
9%
12%
11%
11%
66%
79%
76%
89%
18-25
3%
0%
3%
6%
4%
6%
6%
11%
10%
75%
78%
82%
91%
26-30
2%
1%
2%
5%
6%
5%
5%
8%
14%
67%
75%
86%
85%
31-35
0%
1%
1%
6%
6%
5%
3%
11%
11%
61%
64%
86%
79%
Over 35
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

10. 9
BBM is preferred by Under 18 - 30 while Over 30 preferred Whatsapp
BBM IS USED THE MOST FREQUENT
Which chat app do you use most frequently? (by age)
1%
0%
0%
0%
0%
0%
12%
17%
27%
42%
Others
We Chat
Google Hangout
Kakao Talk
Skype
Telegram
Facebook messenger
Line
Whatsapp
BBM (BlackBerry Messenger)
Total
1%
0%
1%
0%
1%
0%
24%
20%
6%
48%
Under 18
0%
0%
0%
0%
0%
0%
9%
23%
23%
44%
18-25
1%
0%
0%
0%
0%
1%
12%
14%
28%
46%
26-30
1%
0%
0%
0%
0%
0%
8%
9%
42%
39%
31-35
0%
1%
0%
0%
0%
0%
15%
12%
47%
26%
Over 35
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

11. 10
BBM GAINS HIGHEST BRAND AWARENESS AS WELL AS
USED THE MOST
Which chat apps do you know?
Which chat apps do you use the most ?
N = 1400
94%
90% 90% 89%
57%
53% 51%
40%
30% 28%
22%
3%
6%
42%
12%
27%
17%
0% 0% 0% 0% 0% 0% 0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

12. 11
BBM GAINS HIGHEST BRAND AWARENESS AS WELL AS GAINS
HIGHEST SHARE
Low
Low
High
High
Which chat apps do you know?
What chat app do you use the most frequent?
Usage
Awareness
N = 1400
BBM (BlackBerry
Messenger)
Facebook messenger
Whatsapp
Line

13. 12
CHATTING AND SEND PHOTO ARE TOP 2 ACTIVITIES
USED MOST FREQUENTLY
Which are 3 top activities do you use most frequent?
1%
16%
20%
23%
22%
30%
29%
35%
34%
42%
58%
84%
Others
Watch video
Find friends/ Make friends
Video Call
Voice Messages
Online shopping
Follow, update sharings of friends, relatives
Phone Call
Read news
Update status
Send Photo
Chatting
Total
1%
13%
32%
17%
20%
13%
36%
23%
37%
34%
45%
83%
Under 18
1%
20%
21%
25%
29%
32%
35%
37%
38%
47%
59%
90%
18-25
0%
15%
16%
27%
18%
36%
26%
34%
28%
46%
60%
81%
26-30
1%
12%
18%
19%
20%
31%
23%
40%
26%
40%
62%
82%
31-35
0%
10%
12%
16%
13%
26%
15%
36%
42%
30%
58%
78%
Over 35
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

14. 13
BBM / Whatsapp = Chatting + Send Photos + Easy to use
CHATTING IS FEATURE THAT USERS FEEL SATISFIED THE MOST
Which feature do you feel satisfied the most about your chat app?
N = 1400
0%
11%
19%
20%
20%
21%
23%
24%
24%
27%
27%
30%
35%
41%
43%
46%
56%
57%
72%
Others
Many interesting games
Secured personal information
Find friends/ Make friends
No junk Ad
Follow, sharing updates from friends,…
Can connect to other social networking…
Read news
Voice message
Video Call
Make friend selectively
Stable Connection
Update status
Diversity in emoticons
Convenience in group chatting
Call
Easy to use
Send photos
Chatting
Total
0%
8%
16%
18%
10%
22%
22%
20%
26%
26%
28%
23%
46%
40%
36%
42%
53%
53%
73%
BBM
0%
6%
21%
15%
35%
15%
17%
18%
24%
20%
21%
40%
23%
35%
52%
52%
63%
66%
74%
Whatsapp
N = 593 N = 384

15. 14
LINE IS HIGHLY APPRECIATED FOR DIVERSITY IN EMOTICONS
Which feature do you feed satisfied the most about your chat apps ?
N = 1400
0%
11%
19%
20%
20%
21%
23%
24%
24%
27%
27%
30%
35%
41%
43%
46%
56%
57%
72%
Others
Many interesting games
Secured personal information
Find friends/ Make friends
No junk Ad
Follow, sharing updates from friends,…
Can connect to other social networking…
Read news
Voice message
Video Call
Make friend selectively
Stable Connection
Update status
Diversity in emoticons
Convenience in group chatting
Call
Easy to use
Send photos
Chatting
Total
1%
24%
22%
24%
26%
27%
29%
39%
27%
45%
32%
31%
31%
59%
53%
57%
57%
62%
77%
Line
1%
12%
18%
30%
15%
25%
34%
31%
13%
21%
30%
26%
32%
27%
30%
34%
49%
46%
57%
Facebook messenger
N = 237 N = 171
Line = Chatting + Send Photos + Diversity
Facebook messenger = Chatting + Send photo + Easy to use

16. 15
OVERALL, 94% ARE SATISFIED WITH THEIR CURRENT CHAT APPS
How do you feel with your current chat app?
Facebook messenger gains highest top box consumers’ satisfaction level with 53%
6% 7%
3% 5% 7%
50%
40% 47%
53%
53%
44%
53% 51%
43% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Facebook
messenger
Line Whatsapp BBM (BlackBerry
Messenger)
Totally Satisfied
Satisfied
Normal
N = 1400 N = 171 N = 237 N = 384 N = 593

17. 16
ABOUT 9% ARE LOYAL WITH THEIR CURRENT CHAT APP BRAND
What is your usage intention toward your current chat app (app used the most) ?
Facebook messenger owns highest ratio of loyal users (13%)
0% 1% 0% 0% 0%
29% 30% 30% 29% 28%
44% 42% 44% 43% 46%
18%
14%
16% 21% 19%
9%
13% 10% 7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Facebook
messenger
BBM (BlackBerry
Messenger)
Whatsapp Line
I will use this chat app
only
I will prefer using this
chat app in priority
I will continue using this
chat app, but I'll try
others in the future
I will use this chat app
in parallel with other
I will switch to other
chat apps
N = 1400 N = 171 N = 237N = 384N = 593

18. 17
LINE GAINS HIGHEST SATISFACTION WHILE
FACEBOOK MESSENGER GAINS HIGHEST LOYALTY
Low
Low
High
High
How do you feel with your current chat app?
What is your usage intention toward your current chat app (app used the most) ?
Loyalty
Satisfaction
N = 1400
Facebook
messenger
Line
Whatsapp
BBM

19. 18
BBM = Many ads + Unstable connection
Whatsapp = Unstable connection + Can not transmit origin voice when calling
BY DECREASING ADS AND IMPROVING CONNECTION ABILITY,
BRANDS CAN MAKE THEIR USERS MORE SATISFIED
Is there anything make you feel unhappy about your current chat app?
5%
2%
9%
11%
16%
19%
24%
37%
40%
Others
Unfriendly user interface
Unsecured personal information
Do not support animated picture
Few emoticons
Many spams
Can not transmit your origin voice when
calling
Unstable connection
Many ads
Total
2%
2%
7%
8%
14%
20%
21%
37%
60%
BBM
7%
1%
10%
18%
22%
11%
31%
30%
20%
Whatsapp
N = 1400 N = 593 N = 384

20. 19
Line / Facebook messenger = Many ads + Unstable connection
Is there anything make you feel unhappy about this chat app?
BY DECREASING ADS AND IMPROVING CONNECTION ABILITY, BRANDS
CAN MAKE THEIR USERS MORE SATISFIED
5%
2%
9%
11%
16%
19%
24%
37%
40%
Others
Unfriendly user interface
Unsecured personal information
Do not support animated picture
Few emoticons
Many spams
Can not transmit your origin voice when
calling
Unstable connection
Many ads
Total
9%
1%
11%
8%
11%
28%
27%
41%
32%
Line
2%
4%
12%
11%
17%
22%
19%
43%
32%
Facebook messenger
N = 1400 N = 237 N = 171

21. 20
Will you recommend this chat app to others?
86% WILL INTRODUCE THEIR CURRENT CHAT APP TO OTHERS
Line owns highest top box recommendation level with 56%
13% 12% 15%
11%
15%
1% 1%
0%
1%
1%
35%
31% 30% 36%
38%
51%
56% 56% 52%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Line Facebook
messenger
Whatsapp BBM
(BlackBerry
Messenger)
I will recommend
definitely
I will recommend
I will not recommend
I may recommend or
not
N = 1400 N = 171N = 237 N = 384 N = 593

22. 21
By which devices do you usually use OTT app?
97% USERS USE CHAT APPS ON SMARTPHONE
13%
20%
97%
Tablet
Computer/Laptop
Smartphone
Total
8%
24%
97%
Under 18
12%
26%
98%
18-25
13%
13%
98%
26-30
15%
14%
97%
31-35
14%
26%
96%
Over 35
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

23. 22
3% 3% 2% 4% 2% 2%
30%
24%
35% 32%
26% 24%
23% 34%
23% 22%
19%
18%
13%
24%
12%
8%
10%
19%
21%
7%
17%
23%
34%
24%
10% 8% 11% 10% 10% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 31-35 Over 35
6am- 10am
10am-1pm
1pm- 4pm
4pm- 8pm
8pm- 11pm
11pm- 6am
Which time frame do you often use chat apps?
53% OFTEN USE CHAT APPS AT 4 PM – 11 PM
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

24. 23
How much time do you spend on chat apps per day?
37% MORE THAN 4 HOURS PER DAY ON CHAT APP
37%
21%
44% 40%
33%
30%
10%
11%
8%
11%
10%
7%
13%
15%
13% 12%
12%
14%
14%
20%
15%
11%
11% 18%
19%
22%
15%
17%
23%
23%
8% 11%
6% 7%
11% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 31-35 Over 35
Under 30 minutes
30 minutes - 1 hours
1 - 2 hours
2 - 3 hours
3 - 4 hours
More than 4 hours
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
44% of 18~25 group spend more than 4 hours/day on chat app

25. 24
Do you care about ad content on these chat apps?
52% CARE ABOUT AD CONTENT ON CHAT APPS
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137
48%
54%
49%
43%
47% 48%
52%
46%
51%
57%
53% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 31-35 Over 35
Yes
No

26. 25
Do you care about ad content on these chat apps?
How many ads do you click per day?
56% USERS WHO CARE ABOUT AD CONTENT HAVE CLICKED
ON ADS ABOUT 1-3 TIMES PER DAY
N = 722 N = 81 N = 252 N = 205 N = 115 N = 69
12%
19%
11% 12% 10%
16%
38%
31%
39% 37%
36%
49%
18%
23%
13%
22%
17%
13%
13%
9%
13%
13%
15%
12%7% 5%
9%
6%
11%
4%
2%
1% 1%
2% 3%
1%10% 12% 13%
8% 8%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 31-35 Over 35
More than 6 times
5-6 times
4 - 5 times
3 - 4 times
2 - 3 times
1 - 2 times
Less than once

27. 26
SINCE CHAT APPS HAVE BECOME MORE POPULAR,
SMARTPHONE USERS SEND MORE FOR 3G TO USE THESE APPS
Since you have used chat apps, which activities below do you
spend money on the most ?
2% 2% 2% 2% 2% 1%
4% 8% 4% 2% 4% 4%
15% 8% 15%
16%
21%
14%
79%
83%
78% 80%
74%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 31-35 Over 35
Internet 3G
package
Call
Message
Others
N = 1400 N = 184 N = 496 N = 362 N = 221 N = 137

28. 27
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

29. 28
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

30. 29