Kehidupan yang diciptakan kembali, perilaku masyarakat Indonesia satu tahun setelah dimulainya pandemi COVID-19

• 77% orang Indonesia yang disurvei percaya bahwa vaksinasi adalah kunci untuk kembali ke kehidupan normal
• 76% orang Indonesia yang disurvei bekerja dari rumah dan belajar
• Aktivitas hiburan harian sebesar +28% sejak awal pandemi

Jakarta, Indonesia, 23 June 2021 – Nielsen today released results from the COVID-19 themed survey on how Indonesians respondents have changed their everyday behaviours. They revealed that 77% of Indonesians surveyed believe that the vaccination is key to returning to a normal life with 87% willing to have the vaccination. 

The pandemic has led Indonesians to become more price conscious. While 72% of people surveyed are still brand loyal, over half are focused on the cost. Nielsen Ad Intel reports that financial advertisers have reached spend-conscious Indonesians, increasing their media spend from $7.79 billion (IDR)  in Q1 2020 to $1.465 billion (IDR) in Q4 2020. Insurance, financial institutions and banking are driving this 88% increase in spend. 

Hellen Katherina, Executive Director of Media, Nielsen Indonesia said, “The pandemic exponentially challenged marketers, requiring them to take a hard look at the strategies they’ve historically used to reach audiences across the consumer journey. Over a year into the pandemic the survey revealed that understanding these trends, embracing uncertainty and remaining agile are keystones to a successful advertising and messaging strategy in 2021.”

Mayoritas orang Indonesia bekerja dari rumah dan belajar (76% responden menyatakan) tetapi mereka merasa lebih percaya diri untuk melakukan kegiatan di luar ruangan, 71% berkumpul dengan teman dan kerabat, 69% menghadiri kegiatan keagamaan, 51% bersantap di restoran, dan lebih dari separuhnya secara teratur mengunjungi pusat perbelanjaan. 

Engagement in digital entertainment is not slowing down either, in fact the pandemic has accelerated in the adoption. Daily entertainment activities of +28% since the beginning of the pandemic. Social media is the most popular choice with 90% of Indonesians surveyed accessing platforms. This was closely followed by 83% of Indonesians watching videos online, 77% watching TV, 75% listening to audio content and 67% playing online games. 

Survei Nielsen COVID-19 dilakukan secara online oleh 354 orang Indonesia. Survei ini mencakup 11 kota selama periode 14 April hingga 21 April 2021.