influences of key opinion leaders toward indonesian online population

STUDY ABOUT THE INFLUENCES OF KEY OPINION LEADERS TOWARD INDONESIAN ONLINE POPULATIONBY DI-MARKETING (www.di-onlinesurvey.com)Dec, 2016

2

SCOPE OF WORK

This survey was conducted to study about the influences of Key Opinion Leaders (KOL) in Indonesia

Methodology: Online survey

Fieldwork time: 3 days (31/10/2016 to 02/11/2016)

Sample size: N = 500

Geography: Nationwide

3

KEY FINDINGS

• Actors (50% of respondents’ answers) and Singers (32%) are the top followed KOLs* in Indonesia

• Facebook (64%) and other social networks (52%) are popular channels for updating news about KOLs

• Users follow their KOLs to learn helpful things from them (59%), and to adore their talents (55%)

• Advertisers use KOLs in 2 popular ways: ask them to introduce product directly (57%) or product

experience sharing/review (52%), which leads to many positive results

1. 51% respondents appreciate the reliability of advertisements that have product experience or

reviews by KOLs

2. 71% online users buy product after watching KOLs advertisements

3. Scandal of KOLs who represent for a product can influence 68% online users’ purchase

decision

* KOL : Key opinion leader

4

KEY FINDING VIETNAM INDONESIA

Top followed KOLs Singer (72%) and actor (68%)

Actor (50%) and singer (32%)

Most well-known KOLs Hoài Linh, Trấn Thành, Mỹ Tâm, Khởi My

Agnes Monica and Raisa

Main channel for updating KOLs’ news

Facebook (53%) Facebook (31%)

KOLs’ influence to online users

Fashion style (50%) Life experience (59%)

Top popular advertisement using KOLs

Video/Vlog integrated with product introduction (45%)

Introducing normally (57%) and Product experience sharing/review (52%)

The reliability of advertisement of KOLs

46% online users 51% online users

KOLs’ advertisement influence in buying behavior


Scandal influence of KOLs in buying behavior


VIETNAM VS. INDONESIA

5

N = 500

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

Over 35

31-35

26-30

18-25

Under 18

10%

11%

25%

44%

10%

Male

Female

41%

59%

Others

Medan

Surabaya

Bandung

Bodetaabek

Jakarta

43%

3%

8%

8%

17%

22%

Others

Factory Worker

Job seeker/Retired

Engineer/Doctor/Teacher

Self-employed

Office Worker

Student

Housewife

1%

4%

5%

7%

13%

21%

23%

25%

6

OVERALL, ACTORS AND SINGERS ARE THE TOP FOLLOWED KOLs IN INDONESIA

Do you often follow KOLs* news? If yes, who do you often follow?

N = 500

2%

6%

6%

8%

13%

17%

13%

21%

10%

27%

33%

25%

29%

37%

33%

Under 18

1%

8%

13%

13%

13%

16%

16%

22%

27%

25%

32%

20%

23%

30%

53%

18-25

2%

3%

9%

13%

7%

13%

11%

14%

19%

17%

10%

23%

30%

31%

50%

26-30

2%

8%

6%

8%

19%

8%

23%

17%

11%

11%

6%

23%

34%

28%

45%

31-35

6%

0%

16%

16%

16%

8%

16%

12%

14%

16%

8%

16%

35%

37%

57%

Over 35

Others

Hot girl

Miss, beauty

MC

Journalist

Model

Businessman

Athelete

Fashionista

Blogger, Beauty Blogger

Vlogger

Writter

Experts (gym,...)

Singer

Actor

2%

6%

11%

12%

12%

14%

15%

18%

20%

21%

21%

21%

28%

32%

50%

Total

N = 52 N = 222 N = 124 N = 53 N = 49

Besides, 18–25 group follow Vloggers while 31-35 follow Experts & Businesspersons


7

FACEBOOK AND OTHER SOCIAL NETWORKS ARE POPULAR CHANNELS FOR UPDATING NEWS ABOUT KOLS*

Which channels do you often follow/ update news about KOLs*?

Besides, Youtube is popular with <25 group, while TV for 35+ group

Radio

Event

Newspapers, magazines

Blog

TV

Youtube

Website

Other social network

Facebook

9%

18%

21%

25%

44%

47%

48%

52%

64%

Total

8%

23%

23%

40%

31%

50%

52%

40%

63%

Under 18

10%

21%

22%

26%

42%

51%

47%

55%

62%

18-25

9%

11%

19%

23%

43%

46%

50%

54%

70%

26-30

4%

17%

15%

17%

45%

36%

47%

60%

62%

31-35

8%

18%

27%

22%

63%

37%

41%

39%

63%

Over 35

N = 500 N = 52 N = 222 N = 124 N = 53 N = 49


8

AGNES MONICA AND RAISA ARE THE TOP 2 FOLLOWED CELEBRITIES

If you often follow news of singer/ actor, who do you often follow?

Over 30 group likes Luna Maya and Nicholas Saputra more than other age groups

OthersChicco JerikhoKeenan PearceAndien Aisyah

Christian SugionoAliando Syarief

Al GhazaliRio Dewanto

Jessica Mila AgnesiaRinggo Agus Rahman

Nicholas SaputraLuna Maya

Prilly LatuconsinaJessica Iskandar

Pevita PearceMaudy Ayunda

Laudya Cynthia BellaDian Sastrowardoyo

Ayu Ting TingSyahrini

Chelsea OliviaRaffi Ahmad

RaisaAgnes Monica

9%6%6%7%8%9%10%10%10%10%11%12%13%13%14%

16%20%20%

24%25%25%26%

31%34%

Total

12%6%7%7%6%

9%9%9%

13%12%

8%9%

16%16%17%18%

16%15%

22%21%

26%25%

29%30%

Under 18-25

8%3%3%4%

7%8%

7%8%8%8%9%9%11%

8%8%

12%24%24%

19%26%

22%26%

30%36%

26-30

2%10%

8%11%

13%10%

15%15%

7%8%

23%20%

7%11%

13%15%

25%30%

33%33%

28%31%

38%41%

Over 30

N = 293 N = 158 N = 74 N = 61

9

RADITYA DIKA IS THE TOP WEL-KNOWN YOUTUBER/ VLOGGER ACROSS ALL AGE GROUPS

If you often follow Vlogger/Blogger/Youtuber…, who do you often follow?

Others

Andori Andriani

Harumi Sudrajat

Alodita

Diana Rikasari

Abel Cantika

Titan Tyra

Olivia Lazuardy

Devina Aurel

Jennifer Bachdim

Awkarin

Arief Muhammad

Andovi da Lopez & Jovial da Lopez

Han Yoo Ra

Chandra Liow

Pandji Pragiwaksono

Ernest Prakasa

Edho Zell

Raditya Dika

9%

6%

6%

6%

7%

7%

7%

10%

14%

14%

18%

18%

18%

19%

20%

22%

25%

25%

67%

Total

10%

6%

6%

6%

6%

7%

7%

8%

16%

15%

17%

20%

20%

21%

24%

22%

22%

30%

67%

Under 18-25

4%

4%

6%

9%

9%

6%

6%

17%

9%

13%

19%

15%

15%

13%

6%

23%

32%

13%

66%

Over 25

N = 174 N = 127 N = 47

10

TIFFANY SOETANTO IS THE TOP BEAUTY FOLLOWED THE MOST

If you often follow beauty, beauty blogger, hot girl…, who do you often follow?

Others

Jenipatty

Emily Jaury

Ketrin Agustine

Fen Soong

Ellyse Sinsilia

Janine Intansari

Maria Rahajeng

Michelle Pangemanan

Julie Taslim

Vania Larissa

Tiffany Soetanto

4%

9%

15%

16%

17%

17%

17%

27%

32%

36%

39%

44%

Total

N = 75

11

WANT TO LEARN HELPFUL THINGS FROM KOLS* AND ADORE THEIR TALENT ARE THE MAIN REASONS FOR USERS FOLLOW THEIR KOLS’

Why do you like following these KOLs?

Others

To update news and share or chat with friends

Like their life styles

Feel interested

Love seeing their images

For entertainment

Adore their talents

Want to learn helpful things from them

0%

15%

23%

29%

30%

39%

55%

59%

Total

0%

25%

21%

25%

17%

23%

60%

73%

Under 18

0%

16%

33%

32%

38%

38%

62%

59%

18-25

0%

11%

12%

27%

28%

42%

48%

58%

26-30

2%

15%

15%

19%

25%

49%

40%

53%

31-35

0%

10%

20%

31%

18%

39%

47%

55%

Over 35

N = 500 N = 52 N = 222 N = 124 N = 53 N = 49

Nearly a half of 31-35 group just follow their KOLs for entertainment


12

PRIVATE LIFE AND TUTORIAL POST/CLIP ARE THE CONTENTS ATTRACTING VIEWERS THE MOST

Which information/ content of KOLs* do you often view?

However, <18 group seems prefer music/advertising videos to other age groups

Others

Advertising video

Music video

Sharing post from KOL

Image/ Picture

Fun video

Product review

Tutorial post/ clip

Personal story, private life

0%

28%

32%

32%

33%

34%

35%

39%

40%

Total

2%

46%

46%

29%

19%

35%

27%

31%

35%

Under 18

0%

33%

34%

34%

36%

39%

38%

45%

39%

18-25

0%

19%

28%

31%

38%

27%

35%

41%

42%

26-30

0%

19%

28%

38%

32%

26%

32%

25%

36%

31-35

0%

16%

20%

24%

29%

33%

35%

29%

49%

Over 35

N = 500 N = 52 N = 222 N = 124 N = 53 N = 49* KOL : Key opinion leader

13

ONLINE USERS ARE INFLUENCED BY LIFE EXPERIENCE OF THEIR KOLs

What are you influenced from your KOLs?

I am not affected

Others

Consumption behavior

Makeup style

Taste in clothes

Behaviors

Manner and attitude

Life style

Life experiences

7%

1%

20%

29%

32%

35%

36%

38%

59%

Total

6%

0%

23%

12%

23%

40%

44%

38%

52%

Under 18

3%

0%

23%

38%

38%

38%

41%

43%

61%

18-25

9%

1%

15%

27%

28%

26%

30%

31%

57%

26-30

15%

2%

17%

15%

30%

34%

32%

36%

51%

31-35

8%

0%

16%

22%

24%

43%

29%

29%

67%

Over 35


14

LIKE OR +1 (FOR GOOGLE +) IS THE POPULAR WAY TO INTERACT ONLINE WITH KOLs

Have you ever online interacted with KOLs*? If yes, what have you done?

15%

0%

31%

35%

37%

35%

42%

Under 18

16%

0%

22%

18%

43%

45%

66%

18-25

18%

1%

8%

16%

38%

31%

60%

26-30

30%

0%

9%

11%

21%

32%

53%

31-35

27%

0%

10%

10%

27%

31%

53%

Over 35

N = 500 N = 52 N = 222 N = 124 N = 53 N = 49

I have never online interacted with KOLs

Others

Chatting

Message

Comment

Share

Like/+1 (Google+)

19%

0%

17%

18%

37%

38%

59%

Total


15

ADVERTISERS USE KOLS IN 2 POPULAR WAYS:INTRODUCE PRODUCT DIRECTLY OR PERFORM PRODUCT EXPERIENCE SHARING/REVIEW

Do you often watch advertisements of KOLs*? If yes, which advertisements do you often watch?

18 – 25 group often watch Video/Vlog integrated with product introdution


I don't watch any advertisement of KOLs

Others

Video/ Vlog integrated with product introduction

Product experience sharing/ review

Introducing normally

8%

1%

33%

52%

57%

Total

6%

0%

27%

46%

73%

Under 18

6%

1%

41%

56%

59%

18-25

6%

1%

29%

55%

52%

26-30

11%

0%

15%

51%

51%

31-35

14%

0%

31%

33%

53%

Over 35

N = 500 N = 52 N = 222 N = 124 N = 53 N = 49

16

51% APPRECIATE THE RELIABILITY OF ADVERTISEMENT THAT HAS PRODUCT EXPERIENCE SHARING OR REVIEW OF KOLs*

Which kind of advertisement do you trust the most?

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17%22% 20%

9% 11%

24%

31%

51%

28%

28%32%

33%

51%

27%

51%

63%57%

43%

1%

Product expe-rience sharing/ review

Introducing normally

Video/ Vlog in-tegrated with product intro-duction

Others

N = 462 N = 49 N = 208 N = 116 N = 47 N = 42

Under 18 group trust in introducing normally more than other age groups


17

82% ARE MORE TRUSTING AND MORE INTERESTED WITH THE ADVERTISEMENT THAT HAS KOLs*’ ATTENDANCE

How do you feel with the advertisement with attendance of KOLs comparing with other ads?

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 2% 2%1%2%

1% 2%

16% 14%15% 16%

23%17%

47%

27%

47%59%

51%

36%

35%

55%

36%

26% 23%

45%

Be more trusting, interested with these products very much

Be more trusting, make me inter-ested with these product

Normal

Be less trusting than other adver-tisements

I don't care


18

64% ARE INTERESTED WITH VIDEOS OF KOLs* THAT INTEGRATED WITH ADVERTISING

How do you feel with vlogs, music videos… of KOLs that integrated with advertising?

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2% 3% 2%

34%

24%

29%41%

47%

36%

64%

76%67%

59%51%

62%

1% 2%

Interested, I can know more about products

Normal

Don't like much

Totally don't like

I don't care


19

71% ONLINE USERS BUY PRODUCT AFTER WATCHING KOLs*’ ADVERTISEMENTS

Have you ever bought products after watching advertisement of KOLs?

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

29%22%

31%26%

40%

29%

71%78%

69%74%

60%

71%Yes

No


20

SCANDALS OF KOLs* WHO ARE ADVERTISING FOR A PRODUCT CAN INFLUENCE ON PURCHASE DECISION OF 68% ONLINE USERS

Suppose that, your KOL of product X has scandal. How does this event influence you?

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

32%

20%

30% 34%40% 38%

29%43%

28% 24%

23%33%

39% 37%41% 42%

36%29%

I won't buy X anymore

I will still buy X, but I'm less interested in this product

This doesn't influence me


21

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• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: [email protected] Contact number: +66 96 245 3656

22

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• Indonesia:

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India:

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654