A Closer Look at Indonesian BloggersIndonesia Blogger Survey 2009 Key Findings

2009 Indonesia Blogger Survey

The 2009 Indonesia Blogger Survey is an online survey carried out by IndoPacific Edelman and Blogfam

It is designed to take a closer look at the profiles of Indonesian bloggers

Research period: October 2008 – February 2009

219 bloggers (members and non-members of Blogfam) participated

IndoPacific Edelman also interviewed 7 prominent bloggers

45% of bloggers live in the Greater Jakarta area, while the rest are spread over other areas in Indonesia, such as Sumatra, Java, Kalimantan, Sulawesi,

Bali, and Papua, as well as overseas

Key Findings

Intensity and frequency of blogging

increase over time

Bloggers have low interest in monitoring

their own blogs as well as identifying their blogs’ level of

influence

Bloggers have strong presence in social

media

Bloggers trust other bloggers when

looking for information

WHO & WHYIndonesia Blogger Survey

“Blogging is a journey for bloggers to find their

passions.” (Enda Nasution)

Facts & Figures

Base: all respondents

Facts & Figures

Base: all respondents

Most bloggers are relatively new

61% have been blogging for 2 years or less

Q: How long have you had a blog? (in years)

Base: all respondents

But they are active

No differences between length of years blogging and

time spent for blogging

Q: On average, how many hours a week do you spend blogging??

Base: all respondents

And have a strong presence in social media

Q: Of the online community networks listed below, which one are you registered on?

On average, bloggers are registered with 3 to 4 social

networking sites

Most frequently used feature: Journal/blog/notes

(46%)

Base: all respondents

Blogging is very personal

Q: When you first decided to start a blog, what were your main reasons? And you are now writing to… (You may choose a maximum of 5 options)

Base: all respondents

Transformation in bloggingInsights from in-depth interviews with influential bloggers

Personal documentation

Personal notes

Spontaneous writing

Personal space

Sharing mechanism with others

Personal branding

Experience-based opinion articles

Public space

WHAT THEY WRITEIndonesia Blogger Survey

“We are in a period of reform – from a visual to reading/writing

society … one future trend will be to see more blogs about serious

topics [more than personal].” (Romi Satrio Wahono)

Content: It's all about me

Q: Which of the statements below best describes your blog content? Please choose a maximum of 3 answers.

Base: all respondents

Topics written by bloggers

Q: Which topic do you usually discuss on your blogs? Please choose a maximum of 3 answers.

Base: all respondents

Influence of marital status in reasons for blogging

Q: When you first decided to start a blog, what were your main reasons? And you are now writing to… (You may choose a maximum of 5 options)

Base: all respondents

Personal-related activities

Business-related activities

Mars vs. Venus

Male blogg

ers

• Blogging mostly to share knowledge/experience

• More into technology-related postings

• Also interested in entertainment-related topics

• Registered in 2-3 SNS

• Prefer to check email and access content-sharing websites in limited online session

• More likely to monitor their blogs’ traffic

Fema

le blogg

ers

•Blogging mostly to channel their writing hobby•Like posting light information (entertainment and personal stories)•Mostly search for traveling and culinary-related topics•Registered in 2-3 SNS•Prefer to check email and access SNS in limited online session•Pay less attention to their blogs’ traffic

HOW OFTEN Indonesia Blogger Survey

“Blogging changes over time. In the early days, we were happy when our

postings were read. Now, we are more enthusiastic about writing.

When we find something unique, we share. ” (Bayu Amus)

Intensity increased in first year, then stabilized

Intensity and frequency of blogging compared to years of blogging

Most bloggers actively update their blogs in the first 2 years

Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)?

Base: all respondents

Often 52%

Rarely 56%

Often 44% Often

42%

Rarely 46%

Often 55%

55% of all bloggers often update their

blogs

Updating blogs is opportunity-driven

Q: How often do you update your blog per month (if you have more than 1 blog, please answer with the most frequent time)? What are your main reasons for updating your blog or adding a new entry to your blog?

Base: all respondents

Bloggers with lower

intensity rarely update

their blogs (59%)

Bloggers with higher intensity actively update their blogs• Often 59%• Very often

21%

SUCCESS METRICSIndonesia Blogger Survey

“To me, blogging is done with passion and from the inside…so

its success is not a concern.” (Wicaksono)

Monitoring of own blog

Q: Do you intentionally monitor the traffic and page views of your blog? (please mention your reasons)

Entrepreneurs (80%) and professionals (85%) have higher interest in monitoring their blog’s traffic

Base: all respondents

“It’s not important to monitor my blogs.” (68%)

Curious about number of visitors (44%)

Curious about visitor preferences (29%)

Curious about visitor profiles (13%)

Curious about influence of blog on visitors (7%)

Reasons for monitoring:

“Don’t know how to do it.”

(12%)

Male (63%)

Female (37%)

SOURCES OF INFORMATIONIndonesia Blogger Survey

“Traditional media remain the more trusted sources of

information because, unlike blogs, they are formal institutions.”

(Romi Satrio Wahono)

Trusted sources of information

Base: all respondents

Q: When searching for information, which type of media do you think are the most reliable for providing accurate information?

Traditional media

• Have reliable sources and research• Provide more accurate info • Institutionalized

Blogs

• From “a person like me”• Has detailed behind-the-scene info• More varied and creative in topics• Free of “interests”

“News portals are more trusted than blogs because bloggers lack

the resources to undertake proper research for their

postings.“ (Endah Sulwesi)

Influence of blogs on readers

Q: In the following statements, you are required to provide a score for each statement based on your opinion about the level of influence of your blog (Top 4 Box)

“No easy way to determine the credibility of news in blogs,

unless we know the blogger.” (Enda Nasution)

2009 Indonesia Blogger SurveyThank You