Video On Demand Brand New Concept of Watching. Popular Brand Index

Transcription

1 Video On Demand Brand New Concept of Watching Popular Brand Index Date: May 2016 Fieldwork Period : May 2016

2 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Last Used 5. Future Intention 6. Switching 7. Ratio Ever Used vs Brand Awareness 2

3 1.1. Popular Brand Index Concept PBI = w 1 TOM + w 2 Expansive + w 3 LastUsed + w 4 Intention Additional Information : Top of Mind (TOM) = First brand mentioned by respondents. Expansive = Scope and spread of brand. Last Used = Total purchase or last used brand in past 3 months. Future Intention = Consumer intention to purchase brand. One of the most important Assets of the company and represent identity of a company is the Brand. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association". In addition, the brand also as a promotional tools, so that a product with certain brand would likely gain popularity or awareness in the community level that will affect consumer behaviour in the community. To determine organization performance we could see from development of the brand. W&S study based on development of PBI (Popular Brand Index) concept which included community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand. 3

4 1.2. Popular Brand Index Results (PBI) PBI is obtained by the Internet sampling (Online Panel) and with samples of 1200 respondents in the W&S database Indonesia (Nusaresearch). The results obtained for Video on Demand (VOD) Category with PBI concept is as follows: Rank of Popular VOD PBI 1 UseeTV Netflix First Media Go Hooq Genflix Iflix Vuclip 0.2 * Relative to respondents who used VOD sites in the last month (April) Incidence Rate 11.8% UseeTV is a popular VOD site in Indonesia with a score of PBI Followed by Netflix in second positioned with a score of PBI

5 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Last Used 5. Future Intention 6. Switching 7. Ratio Ever Used vs Brand Awareness 5

6 2. Brand Awareness TOM UNAIDED AIDED TOTAL AWARE (UNAIDED + AIDED) UseeTV 37.6% 63.1% 11.4% 74.5% Netflix 21.3% 46.1% 23.4% 69.5% Hooq 19.9% 31.2% 7.1% 38.3% First Media Go 14.9% 34.0% 19.2% 53.2% VOD MNC Play 3.5% 27.0% 18.4% 45.4% Genflix 1.4% 28.4% 12.7% 41.1% Iflix 0.7% 7.8% 8.5% 16.3% Vuclip 0.7% 0.7% n Sample : 141 Total Multi responses Unaided : 238.3% Total Multi responses Total Aware : 338.3% *Relative to respondents who used VOD in the last month 6

7 2. Brand Awareness To see the power of VOD sites can be measured by the level of knowledge of respondents to the site. From the results of the Top of Mind (TOM) or sites that remembered the first time and that brand comes to mind with spontaneously when speaking in the context of VOD are UseeTV (37.6%) followed by the Netflix (21.3%). Then Hooq (19.9%). It means, UseeTV, Netflix, and Hooq are a VOD sites that is very popular in Indonesia. When looking unaided sites (VOD that spontaneously comes to mind of the respondents), apparently UseeTV (63.1%), Netflix (46.1%) and First Media Go (34.0%%). UseeTV and Netflix still dominate. However, when viewed from the aided or sites that respondents remembered after being given assistance (Showcard), Netflix (23.4%) and First Media Go (19.2%) were classified into the sites most often remembered by the respondents. 7

8 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Last Used 5. Future Intention 6. Switching 7. Ratio Ever Used vs Brand Awareness 8

9 3. Expansive 33.3% 27.0% 17.0% Expansive is the spread of sites that can be seen anywhere. In this study, UseeTV (33.3%), Netflix (27.0%) and First Media Go (17.0%) was the most often visible website in different places. In other words, UseeTV, Netflix and First Media Go may have many users and many ads on TV, billboards, internet ads, etc.. Some cases are found, Netflix very aggressive in social media. 13.5% 4.3% 4.3% 0.7% n Sample : 141 9

10 4. Last Used 30.5% 24.1% 19.9% Last Used is measured from the level of the respondents percentage who used VOD in the last month (period : April). UseeTV (30.5%), Netflix (24.1%) and First Media Go (19.9%) are VOD sites that most visited in the last month. This is one of the positive impact caused by the awareness domination level. 4.3% 2.8% 18.4% n Sample :

11 5. Future Intention 29.1% 25.5% 20.6% 16.3% 5.7% 2.8% Future Intention measured by the percentage of respondents to the VOD sites which will be visited in the future. Future intention percentage is measured by the Loyal respondents and Switched respondents. As can be seen, UseeTV still at the 1 st place by 29.1% gain, Netflix at the 2 nd place with 25.5% gain. Hooq (20.6%) are VOD sites that most potential and have a big opportunity to be visited in the future.?? n Sample :

12 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Last Used 5. Future Intention 6. Switching 7. Ratio Ever Used vs Brand Awareness 12

13 6. Switching VOD Market Potential Loyal 57.4% Switch 42.6% 48.3% 16.7% 16.7% 8.3% n Sample : % From this research, apparently there are 42.6% of the 141 samples will switch (current sites and future sites that will be visited are different). From the graphics shows that Hooq predicted will acquire 48.3% users. 5.0% n Sample : 60 * Relative to respondents who will switch 13

14 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Last Used 5. Future Intention 6. Switching 7. Ratio Ever Used vs Brand Awareness 14

15 7. Ratio Ever Used vs Brand Awareness Total Awareness UseeTV High Genflix Hooq First Media Go Netflix VOD MNC Play The scatter shown, UseeTV, Netflix and First Media Go are VOD which have very good awareness gain and the biggest user. Size of Bubble indicate ratio between Ever Used and Brand Awareness. If the size is getting bigger, indicate the user increased. Iflix Lower n Sample : 141 Lower High Ever Used 15

16 B. Respondent profile Respondent Demography 16

17 B. Respondent profile Gender Age years old, 23.3% years old, 31.7% 30 years old and above, 45.0% Male, 65.0% Female, 35.0% n Sample :

18 B. Respondent profile Monthly Household Income Occupation IDR 1,500,001 - IDR 2,500, % IDR 2,500,001 - IDR 3,500, % IDR 3,500,001 - IDR 4,500, % IDR 4,500,001 - IDR 6,500, % IDR 6,500,001 - IDR 8,500, % IDR 8,500,001 - IDR 11,000, % IDR 11,000,001 - IDR 20,000, % IDR 20,000,001 - IDR 30,000, % IDR 30,000,001 and above 5.0% Employee/ Officer, 40.0% Entrepreneur/ Self Employed, 23.3% Professional, 10.0% University Student, 8.3% Housewife/husband, 5.0% Freelancer, 5.0% Not working, 3.3% Student, 3.3% Army, 1.7% n Sample :

19 PT. Nusaresearch is a 100% Japanese investment. Our main professions are Online market research, Web creative and Web marketing. Online research is conducted based on Nusaresearch our actively managed over 100,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch» Address: 21H Grand Slipi Tower, Jl. S. Parman Kav , Slipi, Jakarta Barat, Indonesia 11480» Office phone: (+6221) Fax: (+ 6221) » info@nusaresearch.com» Website: The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address