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%
- 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%
- 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.
- Total internet users 132.7 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%
Other devices: 0%
(HootSuite x We are social, 2018)
- 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%
- 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)
- 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)
- Most Indonesians use the internet mainly for visit a social network
(Hootsuite x We are social, 2018)
- 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)
Search Marketing
- Top three drivers of online shopping of Indonesian shoppers:
Look at the products online before purchasing in store.
Read online reviews prior to purchasing products.
Research products online prior to purchasing.
(Youth Digital Landscape, 2015)
- Indonesian online shoppers has variety of products purchased online, but the five most purchased products are:
Fashion: 78%
Gadget: 46%
Electronics: 43%
Books and Magazine: 39%
Groceries 24%
(Youth Digital Landscape, 2015)
- Top 10 websites Indonesian visit comprise mostly search engines and social media sites:
1. Google.com
2. Facebook.com
3. Youtube.com
4. Tribunnews.com
5. Instagram.com
6. Detik.com
7. Google.co.id
8. Twitter.com
9. Tokopedia.com
10. xnxx.com
(Alexa, 2016)
- 66% online shoppers in Indonesia use smartphone to purchase the products. (DI Marketing, 2016)
- In 2017,Digital Ad Spending in Indonesia amounts to 2,202 million.
- The biggest section of Ad Spending comes from Social Media advertising, 34% (US$766.8m) from the total amount, followed by Search Advertising 30% from the total amount. (Statista, 2017)
- 94% of smartphone users search in order to find local information from their smart phones.
- 95% of smartphone users researching product/services from their phone. (Youth Digital Landscape, 2015)
- Indonesia Top 5 Most Popular searches on Google in 2016 are:
1. Pokemon Go
2. Gerhana Matahari
3. Timnas Indonesia
4. Gempa Aceh
5. Donald Trump
- 45% of Indonesians internet user search online for a product or service to buy with a similar number landing on an online store and 40% make ecommerce transactions at least once a month.
(ecommerce IQ, 2018) - When Indonesian would like to purchase online via smartphone, 22% of them search the product photos, while 19% of them search the location and 16% of them do in-store research.
(Google Barometer, 2019)
- Top 10 websites Indonesians visit comprise mostly search engines and social media sites:
1. Google
2. Tribunnews.com
3. Youtube
4. Detik.com
5. Bukalapak
6. Tokopedia
7. Liputan6.com
8. Sidonews.com
9. Kompas.com
10. Google.co.id
(Alexa, 2019)
- 55% online shoppers in Indonesia prefer to use mobile phone, compared to 46% who buy via desktop (46%) and tablet (40%) shoppers. (eShopworld, 2018)
- Revenue in the Digital Advertising market in Indonesia amounts to US$3,786m in 2019.
- The market's largest segment is Search Advertising with a market volume of US$1,522m in 2019.
- The retail industry accounts for the largest revenue share, that is 5.0% of Display Advertising revenues in 2019. (Statista, 2018)
- Mobile phones and smartphones are the most used devices for browsing the Internet in Indonesia, used by 91% and 60% of the population, respectively. (Hootsuite x We are social, 2018)
- Indonesians’ top 10 searches on Google in 2018 in order are:
1. World Cup 2018
2. Asian Games 2018
3. AFF Cup 2018
4. Karna Su Sayang
5. Nissa Sabyan
6. Deen Assalam
7. Meraih Bintang - Via Vallen
8. Lagi Syantik - Siti Badriah
9. Bukti - Virgoun
10. Liga 1 Indonesia 2018
(Google Trends, 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)
Social Media Marketing
(We Are Social, 2016)
Mario Teguh.
DRAWING PENCIL
Kompas.com
PERSIB Bandung
Prabowo Subianto
(Statista, 2017)
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)
(Hootsuite x We are Social, 2016)
(Hootsuite x We are social, 2018)
(Hootsuite x We are social, 2018)
(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)
(Hootsuite x We are social, 2018)
(Hootsuite x We are social, 2018)
Facebook 4,000,476
Twitter 1,602,717
Youtube 159,825
(SocialBaker, 2018)
(Google Barometer, 2019)
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)