印尼社交媒体行业市场前景及投资研究报告-培训课件外文版2024.4

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TRENDSSocialmediainIndonesiaCHAPTER

01OverviewNumberofactivesocialmediausersintheAsia-PacificregionasofJanuary2023,bycountryorterritory(inmillions)NumberofactivesocialmediausersAPAC2023,bycountryNumberofactiveusersinmillions01002003004005006007008009001,0001,100China*India999467IndonesiaJapan16792PhilippinesPakistanVietnamThailandSouthKoreaBangladeshMalaysiaAustraliaTaiwan84.4571.77052.2547.6444.726.821.320.24Description:Chinesecitizenscertainlydisplayedastrongonlinepresence,havingapproximately1.03billionactivesocialmediausersasofJanuary2023.OtherAsia-PacificcountriesandregionsappearedtotrailbehindChinaintermsoftheirsocialmediaactivity.IndiaandIndonesia,thesecondandthirdrankingcountriesforsocialmedia,had467and167millionactivesocialmediausersrespectively.ReadmoreNote(s):Asia,APAC;January2023;figurebasedonactiveuseraccounts,notuniqueindividuals;*1.03billionReadmoreSource(s):DataReportal;Meltwater;Varioussources(TheU.N.,GSMAIntelligence,ITU,GWI,Eurostat,CNNIC,APJII,CIAWorldFactbook,OCDH,TechRasa,Kepios);WeAreSocialActivesocialmediauserpenetrationintheAsia-PacificregionasofJanuary2023,bycountryActivesocialmediauserpenetrationAPAC2023,bycountryActivesocialmediapenetration40%

50%0%10%20%30%60%70%80%90%100%BruneiSouthKoreaHongKongSingaporeTaiwan94.4%92%89.9%84.7%84.5%NewZealandAustraliaMalaysiaJapan81.4%81%78.5%74.4%73%MongoliaThailandPhilippinesChina72.8%72.5%72%5Description:AsofJanuary2023,BruneihadthehighestactivesocialmediauserpenetrationintheAsia-Pacificregion,at94.4percent.ThiswasfollowedcloselybySouthKoreawitha92percentpenetrationrate.Incomparison,Indonesiahadasocialmediapenetrationrateof60.4percent.ReadmoreNote(s):Asia,APAC;January2023Source(s):DataReportal;Meltwater;Varioussources(TheU.N.,GSMAIntelligence,ITU,WorldBank,Eurostat,CNNIC,APJII,IAMAIandKantar,CIAWorldFactbook,OCDH,BetaResearchCenter,Kepios);WeAreSocialAveragedailytimespentusingsocialmediaintheAsia-Pacificregioninthefirstquarterof2023,bycountry(inhoursandminutes)DailytimespentspentusingsocialmediaAPACQ12023,bycountryTimeinhoursandminutes0.00.51.01.52.02.53.03.54.0PhilippinesIndonesiaMalaysiaThailandIndia3.383.142.522.352.29VietnamSingaporeChina2.172.112.042.04NewZealandHongKongAustraliaTaiwan1.551.531.53SouthKoreaJapan1.110.476Description:Inthefirstquarterof2023,internetusersinthePhilippinesspentonaveragethreehoursand38minutesperdayusingsocialmedia.Comparatively,internetusersinJapanspent47minutesperdayusingsocialmediainthesameyear.

ReadmoreNote(s):Asia,APAC;Q12023;14-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialSocialmediapenetrationinSoutheastAsiaasofJanuary2023,bycountrySocialmediapenetrationSEA2023,bycountrySocialmediapenetration0%10%20%30%40%50%60%70%80%90%100%94.4%BruneiSingaporeMalaysiaThailand84.7%78.5%72.8%72.5%PhilippinesVietnam71%CambodiaIndonesiaLaos65%60.4%44.2%MyanmarTimor-Leste27.6%26.2%7Description:AsofJanuary2023,socialmediausagepenetrationinBruneireached94.4percent,followedbySingaporeat84.7percent.Ontheotherhand,thesocialmediapenetrationinTimor-Lesteamountedto26.2percentin2022.

ReadmoreNote(s):Asia;January2023Source(s):DataReportal;Meltwater;Varioussources(TheU.N.,GSMAIntelligence,ITU,WorldBank,Eurostat,CNNIC,APJII,IAMAIandKantar,CIAWorldFactbook,OCDH,BetaResearchCenter,Kepios);WeAreSocialNumberofinternetusersinIndonesiafrom2014to2029(inmillions)InternetusersinIndonesia2014-2029300284.43282.5280.51278.47276.36274.2271.98249.5625020015010050224.24200.36186.69173.06143.18132.85110.5201588.4820140201620172018201920202021202220232024202520262027202820298Description:ThenumberofinternetusersinIndonesiawasforecasttocontinuouslyincreasebetween2024and2029byintotal10.2millionusers(+3.72percent).Afterthefifteenthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach284.43millionusersandthereforeanewpeakin2029.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Indonesia;2014to2029;allvaluesareestimatesSource(s):PenetrationofleadingsocialnetworksinIndonesiaasofQ32023Indonesia:socialnetworkpenetrationQ32023Shareofpopulation0%10%20%30%40%50%60%70%80%90%90.9%100%WhatsAppInstagram85.3%81.6%FacebookTikTok73.5%Telegram61.3%57.5%X(Twitter)FacebookMessengerPinterest47.9%34.2%32.4%KuaishouLinkedIn25%9Description:Withapenetrationrateofaround91percent,WhatsappwasthemostusedsocialnetworkinIndonesia.However,alltheotherwidelyknownsocialmediaplatformssuchasInstagramandFacebookalsoenjoyahighpenetrationrate,makingIndonesiaoneofthelargestsocialmediamarketsintheworld.ReadmoreNote(s):Indonesia;Q32023;16to64yearsSource(s):DataReportal;Meltwater;WeAreSocialAverageannualmonthlyactiveusersforsocialappsinIndonesiafrom2020to2023,bycategory(inmillions)AverageannualmonthlyactiveusersforsocialappsIndonesia2020-2023,bycategoryCommunication460.5MediasharingnetworksSocialnetworksShortvideosMicrobloggingDiscussionandforum493.86005004003002001000511.1511.4220.4175.3222.2206.5166.5175.2171165.9157.2147138.768.266.911.868.511.458.29.846.88.8202020212022202310Description:In2023,iOSandAndroidusersinIndonesiamostlyusedcommunicationsocialapps,withanannualaverageof493.8monthlyactiveusers.Duringtheobservedperiod,shortvideoappsshowedthebiggestgrowthinthecountry.

ReadmoreNote(s):Indonesia;2020to2023;MonthlyactiveusersacrossiOSandAndroidSource(s):Data.aiCHAPTER

02LeadingplatformsMarketshareofleadingsocialmediaplatformsinIndonesiain2023MarketshareofsocialmediaplatformsIndonesia2023Marketshare0%10%20%30%40%50%60%FacebookYouTubeInstagramTwitter52.82%33.58%6.49%5.75%Pinterest1.16%LinkedIn

0.1%reddit

0.04%Other

0.07%12Description:In2023,FacebookhadthelargestmarketshareamongothersocialmediaplatformsinIndonesia,ataround53percent.However,Facebook'spopularitymaysoonbeoutpacedbyothersocialmediaplatformsduetogrowingcompetition.

ReadmoreNote(s):Indonesia;2023Source(s):StatCounterMarketshareofleadingsocialmediaplatformsformobiledevicesinIndonesiain2023MarketshareofmobilesocialmediaplatformsIndonesia2023Marketshare30%0%10%20%40%50%60%FacebookYouTubeInstagramTwitter54.62%32.48%6.7%5.44%Pinterest0.66%LinkedIn

0.04%VKontakte

0.04%Other

0.02%13Description:In2023,FacebookhadthelargestmarketshareamongothersocialmediaplatformsformobiledevicesinIndonesia,withamarketshareofabout55percent.ThiswasfollowedbyYouTube,withapproximately33percentofmarketshareinthesameperiod.ReadmoreNote(s):Indonesia;2023Source(s):StatCounterMarketshareofleadingsocialmediaplatformsfortabletdevicesinIndonesiain2023MarketshareoftabletsocialmediaplatformsIndonesia2023Marketshare40%0%10%20%30%50%60%70%80%90%FacebookYouTubeTwitter76.24%15.53%3.03%2.9%InstagramPinterest2.07%Tumblr

0.08%reddit

0.06%Other

0.09%14Description:In2023,FacebookhadthelargestmarketshareamongothersocialmediaplatformsfortabletdevicesinIndonesia,withamarketshareofabout76percent.ThiswasfollowedbyYouTube,withapproximately15.5percentofmarketshareinthesameperiod.ReadmoreNote(s):Indonesia;2023Source(s):StatCounterMarketshareofleadingsocialmediaplatformsfordesktopdevicesinIndonesiain2023MarketshareofdesktopsocialmediaplatformsIndonesia2023Marketshare30%0%10%20%40%50%60%70%YouTubeTwitter60.86%13.17%12.66%PinterestFacebookInstagramLinkedInreddit8.41%2.17%1.3%0.72%0.71%Other15Description:In2023,YouTubehadthelargestmarketshareamongothersocialmediaplatformsfordesktopdevicesinIndonesia,withamarketshareofabout61percent.ThiswasfollowedbyTwitter,withapproximately13.17percentofmarketshareinthesameperiod.ReadmoreNote(s):Indonesia;2023Source(s):StatCounterLeadingsocialmediaappsonAndroidinIndonesiaasofJanuary2023,bymonthlyhoursused(inhours.minutes)MajorsocialmediaappsonAndroidIndonesia2023,bymonthlyhoursusedMonthlyhoursused(inhours.minutes)15

200510253035WhatsappYoutubeTikTok29.0626.4829InstagramFacebook15.2414.3616Description:AsofJanuary2023,AndroidusersinIndonesiaspentanaverageof29hoursandsixminutespermonthonWhatsapp.In2022,thenumberofWhatsappusersinIndonesiaamountedtoapproximately120.35millionandisforecasttoreach131.21millionusersby2028.ReadmoreNote(s):Indonesia;January2023Source(s):Data.ai;DataReportal;Meltwater;WeAreSocialCHAPTER

03NumberofusersAverageannualmonthlyactiveusersforsocialappsinIndonesiafrom2020to2023,bycategory(inmillions)AverageannualmonthlyactiveusersforsocialappsIndonesia2020-2023,bycategoryCommunication460.5MediasharingnetworksSocialnetworksShortvideosMicrobloggingDiscussionandforum493.86005004003002001000511.1511.4220.4175.3222.2206.5166.5175.2171165.9157.2147138.768.266.911.868.511.458.29.846.88.8202020212022202318Description:In2023,iOSandAndroidusersinIndonesiamostlyusedcommunicationsocialapps,withanannualaverageof493.8monthlyactiveusers.Duringtheobservedperiod,shortvideoappsshowedthebiggestgrowthinthecountry.

ReadmoreNote(s):Indonesia;2020to2023;MonthlyactiveusersacrossiOSandAndroidSource(s):Data.aiNumberofFacebookusersinIndonesiafrom2019to2028(inmillions)FacebookusersinIndonesia2019-2028250194.8120015010050182.05181.14175.68170.47165.72161.14161.16135.11115.390201920202021202220232024202520262027202819Description:ThenumberofFacebookusersinIndonesiawasforecasttocontinuouslydecreasebetween2024and2028byintotal20millionusers.Accordingtothisforecastin2028,theFacebookuserbasewillhavedecreasedforthefifthconsecutiveyearto161.16millionusers.ReadmoreNote(s):Indonesia;2019to2028;allvaluesareestimatesSource(s):NumberofInstagramusersinIndonesiafrom2019to2028(inmillions)InstagramusersinIndonesia2019-2028140129.83128.88127.83126.53124.57120.95120100806040200105.2385.5672.8658.82201920202021202220232024202520262027202820Description:ThenumberofInstagramusersinIndonesiawasforecasttocontinuouslyincreasebetween2024and2028byintotal5.3millionusers(+4.25percent).Aftertheninthconsecutiveincreasingyear,theInstagramuserbaseisestimatedtoreach129.83millionusersandthereforeanewpeakin2028.Notably,thenumberofInstagramusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Indonesia;2019to2028;allvaluesareestimatesSource(s):NumberofWhatsAppusersinIndonesiafrom2020to2029(inmillions)WhatsAppusersinIndonesia2020-202914012010080132.49131.21129.87128.46126.92125.16123.04120.35116.78112.386040200202020212022202320242025202620272028202921Description:ThenumberofWhatsAppusersinIndonesiawasforecasttocontinuouslyincreasebetween2024and2029byintotal7.3millionusers(+5.83percent).Aftertheninthconsecutiveincreasingyear,theWhatsAppuserbaseisestimatedtoreach132.49millionusersandthereforeanewpeakin2029.Notably,thenumberofWhatsAppusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Indonesia;2020to2029;allvaluesareestimatesSource(s):NumberofTwitterusersinIndonesiafrom2019to2028(inmillions)TwitterusersinIndonesia2019-20283024.2524.0225201510523.7523.3722.8121.9318.9315.1210.8220206.09020192021202220232024202520262027202822Description:ThenumberofTwitterusersinIndonesiawasforecasttocontinuouslyincreasebetween2024and2028byintotal1.4millionusers(+6.14percent).Aftertheninthconsecutiveincreasingyear,theTwitteruserbaseisestimatedtoreach24.25millionusersandthereforeanewpeakin2028.Notably,thenumberofTwitterusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Indonesia;2019to2028;allvaluesareestimatesSource(s):CHAPTER

04SocialcommerceRevenueofsocialcommerceinIndonesiafrom2020to2028(inmillionU.S.dollars)RevenueofsocialcommerceinIndonesia2020-20283,5003,0002,5002,0001,5003,005.752,666.452,317.171,974.431,643.841,329.42912.3720221,000571.735000310.332020202120232024202520262027202824Description:Therevenueinthe'SocialCommerce'segmentoftheE-commerceE-commercemarketinIndonesiawasforecasttocontinuouslyincreasebetween2024and2028byintotal1.4billionU.S.dollars(+82.85percent).Aftertheeigthconsecutiveincreasingyear,theindicatorisestimatedtoreach3billionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'SocialCommerce'segmentoftheE-commerceE-commercemarketwascontinuouslyincreasingoverthepast[...]

ReadmoreNote(s):Indonesia;2020to2028Source(s):NumberofsocialcommerceusersinIndonesiafrom2020to2028(inmillions)NumberofsocialcommerceusersinIndonesia2020-202890807079.0476.2273.470.0166.6662.78605040302010055.9845.7130.9920202021202220232024202520262027202825Description:Thenumberofusersinthe'SocialCommerce'segmentoftheE-commerceE-commercemarketinIndonesiawasforecasttocontinuouslyincreasebetween2024and2028byintotal12.4millionusers(+18.6percent).Aftertheeigthconsecutiveincreasingyear,theindicatorisestimatedtoreach79.04millionusersandthereforeanewpeakin2028.Notably,thenumberofusersofthe'SocialCommerce'segmentoftheE-commerceE-commercemarketwascontinuouslyincreasingover[...]

ReadmoreNote(s):Indonesia;2020to2028Source(s):Mostcommonlyusedsocialmediaplatformforpurchasesduringthelast12monthsinIndonesiaasofFebruary2023CommonlyusedsocialmediaplatformsforsocialcommerceIndonesia2023Shareofrespondents0%10%20%30%40%50%60%TikTokInstagramFacebookYouTubeTwitter55.98%48.51%38%19.41%11.34%Other18.21%26Description:AccordingtoasurveyonsocialcommerceconductedbyRakutenInsightinIndonesiain2023,approximately56percentofrespondentsansweredthattheyusedTikTokforpurchasesduringthelast12months.Thesamesurveyindicatedthataround40percentofIndonesianconsumersregularlyshoppedonsocialmedia.ReadmoreNote(s):Indonesia;February9to28,2023;11,824respondents;16yearsandolder;amongthosewhohavemadepurchasesonsocialmediainthelasttwelvemonthsSource(s):RakutenInsightReasonstopurchasesomethingonsocialmediainIndonesiaasofFebruary2023MaindriversofpurchasesonsocialmediaIndonesia2023Shareofrespondents0%10%20%30%40%50%60%70%80%ItwasbeingpromotedbyaninfluencerorcelebrityIfollow27.28%ItwasconvenienttopurchasetheitemTherewasasale/promotioncodefortheitemifpurchasedonsocialmediaTheadvertisingonsocialmediawasveryconvincingOther62.63%66.69%26.67%8.45%27Description:AccordingtoasurveyonsocialcommerceconductedbyRakutenInsightinIndonesiain2023,around67percentofrespondentsansweredthattheypurchasedsomethingviasocialmediabecausetherewasanongoingsaleorpromotioncodeforbuyingtheitemonsocialmedia.Another63percentstatedthatitwasconvenienttodoso.ReadmoreNote(s):Indonesia;February9to28,2023;11,824respondents;16yearsandolder;amongthosewhohavemadepurchasesonsocialmediaSource(s):RakutenInsightTypesofitemspurchasedonsocialmediainIndonesiaasofFebruary2023TypesofitemspurchasedusingsocialmediaIndonesia2023Shareofrespondents0%

10%20%30%40%50%60%70%80%73.46%ClothingCosmeticsandbeautyproductsBagsandshoes56.8%56.7%Fashionaccessories(e.g.jewellery,watches,etc)Householdanddecorativeitems45.11%41.73%Consumerelectronics(e.g.smartphones,smartwatches,headphones,etc)Food,snacks,andnonalcoholicbeveragesDietary/NutritionalsupplementsorfunctionalfoodsPetsupplies36.27%34.95%23.12%14.66%Alcoholicbeverages4.13%6.18%Other28Description:AccordingtoasurveyonsocialcommerceconductedbyRakutenInsightinIndonesiain2023,73percentofrespondentsansweredtheyhadboughtclothingarticlesusingsocialmedia.Thesamesurveyindicatedthataround40percentofIndonesianconsumersregularlyshoppedonsocialmedia.ReadmoreNote(s):Indonesia;February9to28,2023;11,824respondents;16yearsandolder;amongthosewhohavemadepurchasesonsocialmediaSource(s):RakutenInsightCHAPTER

05InfluencermarketingAdspendingoftheinfluenceradvertisingindustryinIndonesia2018-2028(inmillionU.S.dollars)AdspendingoftheinfluenceradvertisingindustryinIndonesia2018-2028400350300250200349.83320.22290.62257.35225.04194.58164.6315010050131.532021106.05202071.59201941.7820180202220232024202520262027202830Description:Theadspendinginthe'InfluencerAdvertising'segmentoftheadvertisingmarketinIndonesiawasforecasttocontinuouslyincreasebetween2024and2028byintotal124.8millionU.S.dollars(+55.46percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach349.83millionU.S.dollarsandthereforeanewpeakin2028.Notably,theadspendingofthe'InfluencerAdvertising'segmentoftheadvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Indonesia;2018to2028Source(s):DigitalMarketInsightsTypeofinfluencerswhoseendorsedproductswerepurchasedbyconsumersinIndonesiaasofMay2023InfluencersendorsingproductspurchasedbyconsumersIndonesia2023Shareofrespondents20%0%10%30%40%50%60%Instagraminfluencer56%55%YouTuberActor/Reality-tvstar37%Singer/Musician28%Restaurateur/baker/foodindustrycelebrityModel20%17%Fashiondesigner/Make-upartistPetinfluencer12%7%Others4%31Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,approximately56percentofIndonesianrespondentsstatedthatInstagraminfluencerswerethetypeofinfluencerwhoseendorsedproductstheywouldpurchase.ThesamesurveyfoundthatthemajorityofIndonesianrespondentsfollowedatleastoneinfluenceronsocialmedia.ReadmoreNote(s):Indonesia;May11to31,2023;5,699respondents;16yearsandolderSource(s):RakutenInsightTypeofproductspurchasedbyconsumersbasedoninfluencerendorsementinIndonesiaasofMay2023ProductsboughtbasedoninfluencerendorsementIndonesia2023Shareofrespondents0%10%20%30%40%50%60%70%CosmeticsClothing59%58%Shoesandbags41%ConsumerelectronicsandgadgetsNutritionalsupplementsanddietproductsJewelleryandfashionaccessoriesHouseholditemsandfurnitureBooks27%20%20%18%18%Fitness-relatedproductsPetproductsandaccessoriesOthers15%8%6%32Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,approximately59percentofIndonesianrespondentsstatedthatcosmeticswasthetypeofproductsendorsedbyinfluencersthattheywouldpurchase.ThesamesurveyfoundthatthemajorityofIndonesianrespondentshadpurchasedanitemorproductbecauseithadbeenendorsedbyaninfluencer.ReadmoreNote(s):Indonesia;May11to31,2023;5,699respondents;16yearsandolderSource(s):RakutenInsightEngagementrateofFacebookinfluencersinIndonesiaasofJune2023,byfollowercountFacebookinfluencersengagementrateIndonesia2023,byfollowercountEngagementrate3%0%1%2%4%5%6%7%8%5,000to10,00010,000to50,0001.14%1.15%1.09%50,000to100,000100,000to250,000250,000to1,000,000Morethan1,000,0007.39%0.43%0.23%33Description:AsofJune2023,influencersonFacebookwithafollowercountbetween100thousandand250thousandhadanengagementrateofabout7.39percent.Bycomparison,influencerswithafollowercountofoveronemillionhadanengagementrateoflessthanonepercent.ReadmoreNote(s):Philippines;January1toJune5,2023;basedon74,520influencerprofilesanalyzedSource(s):Affable.aiEngagementrateofInstagraminfluencersinIndonesiaasofJune2023,byfollowercountInstagraminfluencersengagementrateIndonesia2023,byfollowercountEngagementrate0%1%2%3%4%5%6%5,000to10,00010,000to50,0005.17%3.66%50,000to100,000100,000to250,000250,000to1,000,000Morethan1,000,0002.62%2.14%1.87%2.01%34Description:AsofJune2023,influencersonInstagramwithafollowercountbetweenfivethousandandtenthousandhadanengagementrateofabout5.17percentinIndonesia.Bycomparison,influencerswithafollowercountofoveronemillionhadanengagementrateofaroundtwopercent.ReadmoreNote(s):Indonesia;January1toJune5,2023;basedon2.35millioninfluencerprofilesanalyzedSource(s):Affable.aiEngagementrateofTikTokinfluencersinIndonesiaasofJune2023,byfollowerscountTikTokinfluencersengagementrateIndonesia2023,byfollowerscountEngagementrate100%0%50%150%200%250%5,000to10,00010,000to50,00056.43%105.75%50,000to100,000100,000to250,000250,000to1,000,000Morethan1,000,00024.8%26.61%200.9%19.7%35Description:AsofJune2023,influencersonFacebookwithafollowercountbetween10thousandand50thousandhadanengagementrateofabout105.75percent.Bycomparison,influencerswithafollowercountofoveronemillionhadanengagementrateofaround20percent.AsofApril2023,Indonesiawasthecountrywiththesecond-largestTikTokaudienceworldwide.ReadmoreNote(s):Indonesia;January1toJune5,2023;basedon953,611influencerprofilesanalyzedSource(s):Affable.aiEngagementrateofYouTubeinfluencersinIndonesiaasofJune2023,byfollowercountYouTubeinfluencersengagementrateIndonesia2023,byfollowercountEngagementrate150%0%50%100%200%250%300%5,000to10,00010,000to50,00021.98%61.04%50,000to100,000100,000to250,000250,000to1,000,000Morethan1,000,00056.43%56.43%167.73%281.99%36Description:AsofJune2023,influencersonYouTubewithafollowercountofmorethanamillionhadthehighestengagementrateatabout282percentinIndonesia.Bycomparison,influencerswithafollowercountoffivethousandtotenthousandhadanengagementrateofabout22percent.ReadmoreNote(s):Indonesia;January1toJune5,2023;basedon1.83millioninfluencerprofilesanalyzedSource(s):Affable.aiCHAPTER

06UserbehaviorAveragedailytimespentusingvariousmediaanddevicesinIndonesiain3rdquarter2023,byactivity(inhours.minutesperday)DailytimespentusingvariousmediaanddevicesinIndonesiaQ32023,byactivityAveragetimeinhoursperday012345678InternetSocialmedia7.383.11TVviewing(broadcast,streamingandvideoondemand)Listeningtostreamingmusic2.411.311.26Readingpressmedia(onlineandphysicalprint)Usingagameconsole1.12Listeningtopodcasts0.540.32Broadcastradio38Description:Asofthethirdquarterof2023,Indonesiansspentanaverageofaround7hoursand38minutesontheinternet.Meanwhile,theyspentanaverageof3hoursand11minutesonsocialmediaeveryday.Thesefiguresshowhowtheinternethasbeenwellincorporatedintothedailyactivitiesofthepopulationinthecountry.ReadmoreNote(s):Indonesia;Q32023;16-64yearsSource(s):DataReportal;Meltwater;WeAreSocialShareofsocialappsconsumerspendinIndonesiafromJanuary2022toDecember2023,bytypeSocialappsconsumerspendIndonesia2022-2023,bytypeSubscriptionOne-timepurchase120%100%80%60%40%20%0%Jan

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'2339Description:In2023,themajorityofsocialappsspendingamongiOSusersinIndonesiawereone-timepurchases.Incomparison,subscriptionsaccountedforonly20.33percentofconsumerspendasofDecember2023.

ReadmoreNote(s):Indonesia;January2022toDecember2023;iOSphonesonlySource(s):Data.aiTimespentonmobileappsinIndonesiain2023,bycategory(inmillionhours)TimespentonmobileappsIndonesia2023,bycategoryTimespentinmillionhours10,000

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30,000040,00050,00060,00070,00080,000Entertainment,videosharingEntertainment,shortvideosSocialmedia,communicationSocialmedia,mediasharingUtilityandproductivity,browserandsearchengineSocialmedia,socialnetworksUtility&productivity,personalizationShopping,e-commerceBooks&reference,fictionEntertainment,OTTSocialmedia,microbloggingUtilityandproductivity,tool40Description:In2023,thetotaltimespentonentertainmentmobileapplicationsreacheditspeakforAndroidusersinIndonesia.Overthisperiod,thehighestproportionoftimespentonmobileappswasforvideosharingandshortvideos.

ReadmoreNote(s):Indonesia;2023;AndroidonlySource(s):Data.aiMainreasonsforusingsocialmediaamonginternetusersinIndonesiaasofthe3rdquarterof2023MainreasonsforusingsocialnetworksIndonesiaQ32023Shareofrespondents20%

30%0%10%40%50%60%70%FillingsparetimeKeepingintouchwithfriendsandfamilySeeingwhat'sbeingtalkedaboutLookingforthingstodoandbuyFindingcontent58.9%57.1%48.8%47.9%47%Readingnewsstories40.2%Findi