MMX Multi-platform lands in Indonesia, comScore reveals Indonesians’ mobile habits

Beefing up audience measurement tools and revealing Indonesians' mobile habits

The launch of MMX Multi-platform is set to beef up comScore’s measurement of mobile audiences in Indonesia, as comScore revealed Indonesians’ digital habits.

This development follows comScore’s appointment as online audience measurement partner for Indonesia's advertising trade bodies.

“We are committed to bringing robust solutions to Indonesia, and are delighted to announce the introduction of mobile panel data which will enable more granular insights into audiences and their content consumption across smartphones and tablets,” said Joe Nguyen, senior vice president, Asia Pacific at comScore.

“Audience measurement in today’s evolving mobile and multi-platform environment is challenging. The industry needs trusted, unduplicated measurement that accurately captures how consumers are engaging with content across devices and platforms, especially mobile as it plays an increasingly important role in our lives,” said Jerry Justianto, chairman of IDMC.

The total digital population in Indonesia hit 63.6m unique visitors in January 2017, with 14.8% accessing the internet from both desktop (age 6 onwards) and mobile platforms (age 18 onwards) according to comScore, with 51.7m accessing via mobile devices.

Google sites remain king of sites visited from a mobile device in Indonesia, accounting for 35.5m (87.7%) of 40.5m unique visitors on the mobile web. Facebook comes in second with 25.9m (64.1%) unique visitors and Kompas Gramedia – news/information site – third with 21.6m (53.4%) visitors. Other global or regional sites that come in the top 10 are Wordpress at sixth (12.3m), Lazada at ninth (8m) and Yahoo sites (7.6m).

As for mobile apps, the top eight apps reached more than half of the total mobile audience in Indonesia, with Google play ranked first with 44.2m (96%) of 46.1m unique visitors. Whatsapp trailed behind in second place with 35.7m (77.6%), edging out YouTube at 35.6m (77.2%).

BBM remains strong in the Indonesian market at 34.7m (75.3%) visitors, even beating out Google Search at 30.4m (66%). Gmail (28.5m), Line messaging service (27.6m) and Instagram (23.8m) rounded off the top eight that reached more than half the Indonesian mobile audience. Facebook came in ninth place with 22.2m (48.3%) vistors and Google Maps rounding off the top 10 at 20.8m (45.2%) visitors.

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