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Changing in Media Consumption
25 May 2019

The development of the internet that is influenced by the very high growth of smartphone users, which is 125% higher than in 2013, has made the internet as a new pattern of media consumption for society today. Currently, 79% of internet users access the internet via smartphones. This information shows that all generations have embraced the internet as internet penetration continues to grow in all age groups. “The highest penetration is found in Millennials and Generation Z with the penetration of 58% and 50% respectively. While Generation X was 33% and the Baby Boomers were 9%” (Fajar, 2019).


The total population of Indonesia is 265 million with 63 million are considered as millennials (people in the age range of 20 to 35 years old). So far, the television and digital media are still the most effective media to reach the millennials. Indonesian consumers now spend an average of 5 hours each day consuming content, both through conventional media or the internet. The Nielsen Study in 2018 shows that although the duration of watching TV is still the highest, approximately 4 hours 53 minutes per day, the duration of accessing the internet is the second highest with an average of 3 hours 14 minutes per day; followed by listening to the radio (2 hours 11 minutes), reading the newspaper (31 minutes), and reading the magazine (24 minutes).


According to IDNTimes, there have been more than 10 magazine brands in Indonesia that went out of print, indicating a shift in media consumption patterns (2019). The existence of online news platform and news aggregator have replaced the role of traditional media. The statistic shows 70.4 percent of millennials access digital media to find out the latest information. The main factor is due to accessibility, the possibility of multi-tasking, and the speed of information. This simplicity of the Internet is capable to cut various news procedures effectively and efficiently. Before, people needed to search the main page of the newspaper or watch the television for the latest news updates. However, millennials now prefer online news platforms or news aggregators such as LINE Today as this online platform provides information not only in writing, but also in video, audio and graphics (Wicaksono, 2019).


Based on the Nielsen Cross-Platform survey in 2017, compared to 2015, there was an increase in internet access in almost all places; including public transport (53%), eating places (51%), even at concerts (24%). Increases also occur for internet access from homes and workplaces. This can be caused by the easy access through cellular phones, as well as the availability of wi-fi in public areas. The increasing consumption of the internet makes the dual-screen habit between digital media and conventional media become a common thing. On the other hand, the right measurement of viewers has now become more complex because of the high percentage of duplication between the consumption of conventional and digital media.


“There is at least 50% duplication between TV vs Digital, 62% duplication on Radio vs Digital, while duplication of Print and Digital Media reaches 72%” (Nielsen Study [2018] via Fajar, 2019).


It becomes a challenge for industry players to get the right measurements without duplicating between conventional media and digital media. These challenges include related content and advertisements consumed through both conventional and digital media. However, industry players can now measure viewing in conventional media and digital media more easily. One example is how Nielsen Total Audience offers solid measurements from Digital Ad Ratings, Total Ad Ratings, Digital Content Ratings and Total Content Ratings.


Digital Ad Ratings is a solution to define a unique audience that is exposed to online advertising through several different platforms, and to measure the On-Target Audience of those ad campaigns. The percentage of On-Target is the number of impressions that are presented to the main target audience to the total impressions that are presented when the digital advertising campaign takes place. With Total Ad Ratings (TAR), advertisers can measure viewers who see campaigns both from TV and digital more broadly and without duplication. While Digital Content Ratings offers details of the audience profile, such as their gender, age, and the platform they use to watch the campaigns (Fajar, 2019).


From various findings, it can be concluded that the role of digital media is increasingly complementing the communication strategy. "On one hand, the role of conventional media, especially TV, is still dominant in providing a significant audience. Then again, digital media has other advantages such as in terms of audience engagement for younger segments," said Executive Director Nielsen Media Hellen Katherina (via Fajar, 2019). In addition to this era of media consumption shifting, Digital Out-Of-Home then becomes the most relevant media for consumers as it is the media that connects offline to online, a constant reminder. Through DOOH, consumers can get the easiest access to new information or entertainment regardless the place or time.





Wicaksono, B. (January 19, 2019) IDN Times. IMR 2019: 5 Fakta Perubahan Pola Konsumsi Media Millennial. Retrieved from

Fajar, T. (March 5, 2019). Okezone. Studi Nielsen: Pemirsa Indonesia Habiskan 5 Jam Nonton TV, 3 Jam Berselancar di Internet. Retrieved from

Micom, R. (July 26, 2017). Media Indonesia. Survei Nielsen: Masyarakat Indonesia Makin Gemar Internetan. Retrieved from