ASEAN KEY DESTINATIONS
Economy in brief: Innovation key to attract tech-savvy audience
JAKARTA: Conventional media outlets, such as newspapers and television stations, must do more to enrich and develop their content to attract the mobile-savvy news-reading public, a recent survey conducted by the Indonesian Digital Association (IDA) has suggested.
Conducted in collaboration with German-based market research company GfK and Chinese IT company Baidu’s Indonesian branch, the survey, aimed at measuring the behavior of online media readers from five Indonesian cities, found that almost 96 percent of respondents preferred to access news content through their mobile phones.
The increase in smartphone usage and sales, which grew by 5 percent in 2015, is one of the determining factors of the trend, IDA chairman Edi Taslim said. He therefore emphasized the need for media outlets to improve the visual content of their sites rather than focus on swift news delivery.
“Most of the public receives their news from social media [...] blogs too. If traditional media outlets such as newspapers do not want to catch on with the times and improve the way they distribute their content, then their death will come quickly. This has happened already with several print-media outlets in Indonesia,” Edi said on Wednesday.
He cited the recent death of long-running daily newspaper Sinar Harapan at the end of 2015 as a victim of the declining print-media market and increasing online demand.
Both print and online media, he added, had their own advantages.
“What’s good about print media is that they have the time to focus and process a particular issue, whilst online outlets win on swift delivery. Print media can employ methods such as an online site or e-paper option, but merely having them will simply not do,” he explained.
Meanwhile, GfK Indonesia media director for consumer choices Robin Muliyadi said that in 2015, the total revenue earned by mobile apps in Indonesia reached US$21.2 million, with 71 percent of that revenue coming from mobile advertising.
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