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Indonesia Digital Marketing Statistics 2018

Keep up to date with the latest digital marketing statistics.

General Internet Statistics

  • As per January 2016, 88.1 million of Indonesians are internet users.

  • Total population of 259.1 million.

  • 66.0 million internet users are active mobile users.

  • 79.0 million of internet users are active social media users.
    (Hootsuite x We are social, 2016)

  • The demographic breakdown of internet users in Indonesia based on age:

12 - 19 years: 20.8%

20 - 29 years: 25.8%

30 - 44 years: 32.8%

45 - 54 years: 15.1%

​55+ years: 5.6%
(Youth Indonesia Digital Landscape, 2015)

  • Indonesia internet users accessed the internet with various kinds of device with each percentage explained below:

Mobile Phone: 85%

Laptop or Desktop: 15%

Tablet Device: 4%

TV Streaming: 1%

​Wearable Tech Device: 1%
E-Reader Device: 1%

(Hootsuite x We are social, 2016)

  • As per January 2016, it is reported that 48% of Indonesian internet users use the internet everyday.

  • Average daily use of internet via PC comes to 4 hours and 42 minutes.

  • Average daily use of the internet via mobile phone counts for 3 hours and 33 minutes. (Hootsuite x We are social, 2016)

  • From Speedtest Global Index 2017, it shows that Indonesia has an average of 9.73 Mbps download speed and 7.6 Mbps upload speed. The country ranked 106. (Speedtest, 2017)

  • 24% of Indonesian internet users had made an online purchase via laptop or desktop. And 20% of Indonesian internet users made the purchase using mobile devices. (Hootsuite x We are Social, 2016)

  • Total number of mobile connections in Indonesia are 326.3 million.

  • Mobile connections as a percentage of total population 126%
    (Hootsuite x We Are Social, 2016)

  • Digital users is dominated by younger generation in which in age group 12 years old to 34 years old take account for 58.4%
    (Google Barometer, 2014)

  • Based on the survey data, Indonesian internet users access the internet for various activities, such as:

Using mobile messengers: 27%

Watching videos: 22%

Mobile Gaming: 19%

​Mobile Banking: 20%
Mobile Map Services: 22%

(Hootsuite x We are social, 2016)

  • ​There are 3,893,000 broadband subscriptions in Indonesia.
    (The Global Economy, 2016)
  • On the report, it stated that in 2015, 18 million people in Indonesia shops online. (Janio, 2016)
  • Most Indonesians use the internet for social media visit, Facebook is the most frequently accessed platform, followed by Instagram and Youtube. (APJII (JakartaGlobe), 2016)
  • 50% or 132.7 million of Indonesians are now internet users.
  • Total population 265.4 million.
    • Total internet users 132.7 million.

    • Active social media users 130 million.
  • Unique mobile users 177.9 million.

  • Active mobile social users 120 million (Hootsuite x We are social, 2018)

  • The demographic breakdown of internet users in Indonesia:

Under 17 years : 18%

18 - 24 years : 35%

25 - 34 years : 30%
35 - 44 years : 11%

45 - 54 years : 4%

​Over 55 years : 2%
(Hootsuite x We are social, 2018)

  • Share of web traffic by device based on each device's share of all web pages served to web browsers in Indonesia.

Laptops and dekstops: 26%

Mobile phones: 72%

Tablet devices: 2%

  • About 79% of internet user use the internet everyday. On average, Indonesians are on the internet for eight hours and fifty one minutes every day. (HootSuite x We are Social, 2018)

  • Speedtest data from 2018 showing that Indonesia has an average fixed broadband download speed of 15.52 Mbps and an average mobile download speed of 10.53 Mbps, the country ranks 94 for fixed broadband download speed and ranks 108 for mobile download speed in the world. (Speedtest, 2018)

  • In Indonesia, 31% made an online purchase via laptop or desktop computer and 31% made an online purchase via a mobile device
    (Hootsuite x We are social, 2018)

  • Total number of mobile connections in Indonesia are 415.7 million

  • Mobile connections as a percentage of total population 157%

  • Percentage of prepaid mobile connections 98%

  • Percentage of postpaid mobile connections 2%

  • Percentage of mobile connections that are broadband (3G/4G) 54%
    (Hootsuite x We are social, 2018)

  • 83 percent of internet users between the ages of 25 and 34 were accessing the internet every day (Google Barometer, 2019)

  • Indonesians engage their phones in many various ways. Percentage of the total population:
    Use mobile messengers: 47%

Watch videos: 43%

Play games: 37%

Use mobile banking: 27%

Use mobile map services 42%

(Hootsuite x We are social, 2018)

  • There are 4,897,860 broadband users in Indonesia (includes fixed subscriptions to high-speed access to the public Internet (a TCP/IP connection), at downstream speeds equal to, or greater than, 256 kbit/s. This includes cable modem, DSL, fiber-to-the-home/building, other fixed (wired)-broadband subscriptions, satellite broadband and terrestrial fixed wireless broadband (International Telecommunication Union, 2016)
  • 31% Indonesians prefer to use mobile devices when shopping, while another 31% prefer laptop or desktop computer when shopping
    (Hootsuite x We are social, 2018)

Social Media Marketing

  • ​79 million of Indonesian are active social media users.

  • It is roughly 30% of the total population of Indonesia has access social media. (We Are Social, 2016)

  • 66 million out of 79 million is accessing social media via mobile phone. (Hootsuite x We are social, 2016)

  • Social media users in Indonesia has increased by 10 percent since January 2015, reaching a total of 79 million active users, and 66.0 million of them accessing social media via their smartphone.
    (We Are Social, 2016)

  • Both genders use Facebook almost equally, with 58.% Males and 42.% Females out of 79 million users that use Facebook between the age group of 13-60+. (Hootsuite x We are social, 2016)

  • The Top 5 Facebook Popular Brands ‘liked’ by Indonesian are:

Mario Teguh.
DRAWING PENCIL

Kompas.com

PERSIB Bandung
Prabowo Subianto

(Statista, 2017)

  • Indonesian spend about 2 hours 51 minutes per day on average just on Social Media. (We Are Social, 2016)

  • Indonesian internet users mostly use the internet to access various kinds of social networks and messengers:

BBM: 19%
Facebook: 15%
Whatsapp: 14%
Google+: 12%
Line: 12%
Twitter: 11%

Instagram: 10%
WeChat: 8%

Pinterest: 7%

Facebook Messenger: 13%

(Hootsuite x We are Social, 2016)

  • 120 million of Indonesians Internet users are mobile social media users. (Hootsuite x We are social, 2018)

  • ​Social media use in Indonesia has increased by 23 percent, reaching 24 billion users. Mobile social media use has increased by 30 per cent since January 2017 to reach 28 billion users globally, with 1 percent of social media users accessing social from mobile.
    (Hootsuite x We are social, 2018)

  • 56% of all social media users in Indonesia are men, and women only account for 44%. (Hootsuite x We are social, 2018)
    Facebook Pages Stats in Indonesia

1. Mario Teguh INDONESIA
2. Drawing Pencil INDONESIA
3. Kompas.com INDONESIA

4. Kang Dedi Mulyadi ​Indonesia
5. PERSIB Bandung INDONESIA

(Social Bakers, 2018)

  • Indonesians spend at least 3 hours and 23 minutes every day on social media platforms. (Hootsuite x We are social, 2018)

  • The top 5 most viewed and used social media networks in Indonesia are Youtube in first place with 43%, Facebook with 41%, WhatsApp at 40%, Instagram with 38% and Line with 33%.
    (Hootsuite x We are social, 2018)

  • 130 million Indonesians are active Facebook users, and most of them use their mobile devices to access the platform.
    (Hootsuite x We are social, 2018)

  • Social Media Statistics for the top 20 brands in Indonesia

Facebook 4,000,476
Twitter 1,602,717

Youtube 159,825
(SocialBaker, 2018)

  • 43% of viewers are watching social video via mobile.
  • How often are they watching from any device? 24% once a week, 21% everyday, 21% once a month, 13% less than a month while 20% never watch online videos. (Hootsuite x We are social, 2018)
  • How long are they usually watching online video? 20% less than 5 minutes, 41% 5-10 minutes, and 50% more than 5 minutes.
    (Google Barometer, 2019)
  • As of January 2018, number of social media users in Indonesia have grown 23% since January 2017. (Hootsuite x We are social, 2018)
  • The study revealed that televisions and mobile phones are the most used devices for browsing the Internet, used by 95% and 91% of the population, respectively. Meanwhile, 60% use smartphones, 22% use laptops or desktop computers, 8% use tablet computers, 2% use a device for streaming internet content to their TV, 1% use an e-reader device, whilst 1% use a wearable tech device. (Hootsuite x We are social, 2018)

  • Top online activities for Indonesians in at least once a week:
    Visit a social network: 43%
    Use a search engine: 23%
    Watch videos: 21%
    Play games: 9%
    Look for product information 9%
    (Hootsuite x We are social, 2018)

Email Marketing

  • Asia Pacific to account for 33.8% of global ad spend by 2020. The region will also contribute US$32.1 billion (43%) out of the US$75.1 billion of all new ad dollars between 2017 and 2020. Six of the 10 markets that will contribute the most to global growth in Asia Pacific are China (22%), India (5%), Indonesia (4%), Japan (3%), the Philippines (3%) and South Korea (2%). (Zenith, 2018)

E-COMMERCE & M-COMMERCE

  • 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 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)

E-PUBLISHING

  • The average revenue per user (ARPU) currently amounts to US$100.86 in Indonesia. (Statista, 2019)

  • Indonesia’s internet advertising sector is a $1,226.3 Million which segmented as follows: 31.44% display advertising, 12.66% video advertising, 44.46% search advertising, 8.8% social media advertising and 2.6% classifies advertising. (Global Rev Gen, 2015 - 2019)

  • Revenue in the Social Media Advertising segment amounts to US$ 1,522m in 2019. (Statista, 2019)

Additional Info

  • ​31% of Indonesians prefer to use mobile devices when shopping, while another 31% prefer laptop or dekstop computer when shopping.
    (Hootsuite x We are social, 2018)

  • As of January 2018, number of social media users in Indonesia have grown 23% since January 2017. (Hootsuite x We are social, 2018)
  • The study revealed that televisions and mobile phones are the most used devices for browsing the Internet, used by 95% and 91% of the population, respectively. Meanwhile, 60% use smartphones, 22% use laptops or dekstop computers, 8% use tablet computers, 2% use a device for streaming internet content to their TV, 1% use an e-reader device, whilst 1% use a wearable tech device. (Hootsuite x We are social, 2018)
  • 38 million of social media users in Indonesia use an ad blocking tool. (NiemanLab, 2016)

  • Top online activities for Indonesians in at least once a week.

Visit a social network: 43%

Use a search engine: 23%

Watch videos: 21%

Play games: 9%

Look for product information 9%.
(Hootsuite x We are social, 2018)

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