A vida reinventada, o comportamento dos indonésios um ano após o início da pandemia da COVID-19

• 77% dos indonésios pesquisados acreditam que a vacinação é fundamental para o retorno à vida normal.
• 76% dos indonésios pesquisados estão trabalhando em casa e estudando
• Atividades de entretenimento diárias aumentaram 28% desde o início da pandemia

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.”

A maioria dos indonésios está trabalhando em casa e estudando (76% dos entrevistados indicaram), mas eles estão se sentindo mais confiantes para realizar atividades ao ar livre: 71% estão se reunindo com amigos e parentes, 69% estão participando de atividades religiosas, 51% estão jantando em restaurantes e mais da metade está visitando regularmente shopping centers. 

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. 

A pesquisa Nielsen COVID-19 foi realizada online por 354 indonésios. Ela abrangeu 11 cidades no período de 14 a 21 de abril de 2021.