Indonesia Digital Marketing Statistics 2021

Keep up to date with the latest digital marketing statistics.

General Internet Statistics

  • As of January 2020, 175.4 million out of 272.1 million Indonesians are internet users, accounting for 64% of the population (We Are Social x Hootsuite, 2020).
  • Due to the pandemic, Indonesia has seen a rise in citizens reading news multiple times a day, with 61% checking COVID-19 related news several times every day via media channels. Online sources have been the preferred method for news updates, with 80% users using social media and 56% users using online search engines (Nielsen, 2020).
  • Indonesians engage their phones in many various ways. These are the most popular activities in the Indonesian population:
    Use mobile messengers: 96%

    Watch videos: 43%
    Play games: 37%
    Shop online: 55%
    Listen to music: 56%
    Use mobile banking: 33%

    Use mobile map services 75%
    (We Are Social x Hootsuite, 2020)
  •  Indonesia has an average fixed broadband download speed of 23.32 Mbps and an average mobile download speed of 17.26 Mbps, the country ranks 115 for fixed broadband download speed and ranks 121 for mobile download speed in the world (Speedtest, 2020).
  • 45% of Indonesians searched online for a product or service to buy while another 45% visited online retail store with 40% completing their transaction online (Hootsuite x We Are Social, 2018).
  • The top online activities in Indonesia have seen an increase since COVID-19 and lockdown measures:

1. Online Streaming

2. Grocery delivery

3. Restaurant delivery

4. Video conferencing: professional 

5. Remote learning: children

6. Remote learning: parents 

7. Video chat: personal 

(Mckinsey & Company, 2020)

Social Media Marketing

Mario Teguh.


(Statista, 2020).

Kang Dedi Mulyadi

Presiden Joko Widodo

  • 53% of Indonesians use Youtube to look up product information while 86% of Indonesians use it to understand how to use products (Greenhouse, 2019).

  • Indonesia has the largest number of Facebook users in Southeast Asia and the 4th largest globally after Brazil, the United States, and India (Greenhouse, 2019).

  • Top 5 Industries on Facebook:

FMCG Food (88 794 278 fans)

E-commerce (79 918 470 fans)

Beauty (44 319 654 fans)

Auto (42 066 268 fans)

Services (35 238 155 fans)
(SocialBaker, 2020).

  • Most used social media platforms in 2019:
    Youtube: 88%
    Whatsapp: 84%
    Facebook: 82%
    Instagram: 79% 
    Twitter: 56%
    Line: 50% Play games: 9%
    Facebook Messenger
    (We Are Social x Hootsuite, 2020).
  • Indonesia’s Instagram audience is  the fourth largest in the world with over 56 million users as of October 2020 (Statista, 2020).

Email Marketing

  • The average email marketing behaviour in Indonesia:

Open rate: 23.07% 

Click-through rate: 2.17%

Click-to-open rate: 9.41%

Unsubscribe rate: 0.10%

Spam rate: 0.00%

(GetResponse, 2019).

E-Commerce & M-Commerce

  •  The value of the market for online consumer goods purchases is US$18.76 billion and the total value of the consumer e-commerce market is US11 billion (We Are Social x Hootsuite, 2020).
  • In a survey reviewing Indonesia's online consumer behaviour, Mckinsey & Company reported difference changes in online consumption:

62% are being more careful of purchases

56% are looking for ways to save money/ cash back incentives when shopping 

41% are doing more research than before the pandemic on brand and product choices before buying 

(Mckinsey & Company, 2020).

  • Total Indonesian eCommerce revenue across all product categories is 8.69 billion USD, and is expected to grow to 16.48 billion USD by 2021. Fashion is currently the leading product category in Indonesia, accounting for 3.05 billion USD market share, followed by Toys, Hobby & DIY, which generates 1.82 billion USD in sales (eShopworld, 2018).
    • There are currently 158.6 million eCommerce users in Indonesia. The expected revenue for 2021 will amount to a total of US$38.20 million in Indonesia (Statista, 2021).
    • The market's largest segment is Fashion with a projected market volume of US$12,556m in 2021 (Statista, 2021).
      • There are currently 31.65 million eCommerce users in Indonesia, with an additional 22.24 million users expected to be shopping online by 2022. Four years from now, these 43.89 million eCommerce users will spend an average of 375.32 USD online (eShopworld, 2018).
      • In a report, Indonesians have increased usage of restaurant and delivery orders, with over 60% of respondents intending to continue their increased spending in the future (Mckinsey & Company, 2020).
      • In light of the pandemic, the top 3 criteria for shopping at a new retailer/store/website are value (63%), convenience (62%) and availability (35%) (Mckinsey & Company, 2020).


    • The average revenue per user (ARPU) currently amounts to US$240.75 in Indonesia (Statista, 2021).
    • Revenue in the Social Media Advertising segment amounts is US$501 million in 2021 (Statista, 2021).

    Additional Info

    • 97% of consumers have increased their consumption of streaming content in 2019 (Exchange Wire, 2020).
    • In a survey, 8 out 10 respondents are willing to see ads in exchange for free streaming video (Exchange Wire, 2020).
    • 75% of consumers are more likely to view an ad to completion if it is relevant to the content they’re engaging with (Exchange Wire, 2020).
  • Top online activities for Indonesians at least once a week:
  • Watch online videos: 99%

    Watch vlogs: 79%

    Listen to music on streaming services: 84%

    Listen to radio stations: 58%

    Listen to podcasts: 43%

    (We Are Social x Hootsuite, 2020)