In December 2011, Indonesia had a total population of 237.5 million, with approximately 39.6 million internet users and 210.4 million mobile subscribers, leading to an internet penetration rate of 17%. The majority of internet users are under 20 and predominantly male, with 89% accessing social media sites, mainly via mobile devices. Notably, Indonesian netizens also show a strong preference for social networks over traditional media, with significant engagement in activities like tweeting and video streaming.

1. INDONESIA
SOCIAL, DIGITAL
AND MOBILE IN
DECEMBER 2011
we are social

2. we are social
INDONESIA
40,829,720
210,391,300
MOBILE SUBSCRIBERS
39,600,000
INTERNET USERS
237,556,363
TOTAL POPULATION
INTERNET PENETRATION
MOBILE PENETRATION
89 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
17 %
17 %
URBAN
43% 57%
RURAL
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

3. we are social
REPORTS OF THE NUMBER OF INTERNET
USERS IN INDONESIA VARY GREATLY:
84,748,000 39,600,000VS
SALING SILANG INTERNET WORLD STATS
SOURCE: BUSINESS MEASUREMENT INTELLIGENCE, AS REPORTED IN SALING SILANG

4. we are social
MORE THAN
HALF
OF INDONESIA’S INTERNET
USERS ARE YOUNGER THAN
20
SOURCE: NIELSEN

5. we are social
INTERNET USE IN INDONESIA
IS HEAVILY MALE-SKEWED
SOURCE: COOLFOUNDERS / COMSCORE, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
64% 36%
VS
MALE FEMALE

6. we are social
61%
PERCENTAGE OF INDONESIAN INTERNET
USAGE COMING FROM MOBILE DEVICES:
SOURCE: NIELSEN DATA QUOTED IN THE JAKARTA POST

7. we are social
66%
PROPORTION OF DESKTOP INTERNET ACCESS
IN INDONESIA COMING FROM INTERNET CAFÉS:
SOURCE: NIELSEN

8. we are social
…BUT MORE INDONESIANS USE THE INTERNET
THAN LISTEN TO THE RADIO OR READ NEWSPAPERS
>!
INTERNET PENETRATION IS ONLY 17% IN INDONESIA…
SOURCE: YAHOO! AND TNS DATA QUOTED ON DAILYSOCIAL.NET

9. we are social
8INDONESIAN NETIZENS PREFER TO
STAY IN TOUCH VIA SOCIAL NETWORKS
SOURCE: NIELSEN; REPRESENTS HABITS OF DIGITAL CONSUMERS AGED 15+
VS
OF INDONESIAN NETIZENS
SEND PRIVATE MESSAGES
VIA SOCIAL NETWORKS
71%
OF INDONESIAN NETIZENS
USE EMAIL
51%

10. we are social
89%
OF INDONESIAN INTERNET USERS
VISIT SOCIAL MEDIA SITES
SOURCE: COMSCORE

11. we are social
18-24:
41%
13-17:
28%
25-34:
21%
35--44:
6%
45-54:
2%
55-64:
0% 65+:
2%
SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
FACEBOOK DEMOGRAPHICS IN INDONESIA
MALE:
60%
FEMALE:
40%

12. SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011we are social
# BRAND PAGE LIKES GROWTH
1 SURFER GIRL 1,970,681 2.10%
2 CHOCOLATOS 1,786,810 0.95%
3 BLACKBERRY INDONESIA 1,554,499 7.38%
4 YAMAHA MOTOR INDONESIA 1,325,865 1.98%
5 AXE ID 1,000,615 31.56%
6 STARBUCKS INDONESIA 620,796 0.35%
7 XL RAME 617,472 1.43%
8 OAKLEY INDONESIA 614,850 0.17%
9 NIKE FOOTBALL INDONESIA 364,634 0.88%
10 TANGO WAFER RENYAH 339,888 43.61%
TOP FACEBOOK PAGES IN INDONESIA

13. we are social
1,293,131
TWEETS PER DAY IN INDONESIA:
SOURCE: SALING SILANG

14. we are social
15
TWEETS EVERY
SECOND
THAT’S
SOURCE: BASED ON DATA FROM SALING SILANG
(! )!

15. we are social
87%
OF INDONESIAN TWEETS
COME FROM MOBILE DEVICES
SOURCE: SALING SILANG

16. we are social
1,336,781
FOLLOWERS ON TWITTER, MAKING HER THE
MOST-FOLLOWED PERSON LIVING IN ASIA
INDONESIA’S SHERINA MUNAF -
A SINGER FROM JAKARTA - HAS
SOURCE: BASED ON DATA FROM SOCIALBAKERS, ACCESSED NOVEMBER 2011

17. we are social
51%
OF INDONESIAN WEB USERS STREAM OR
DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH
SOURCE: NIELSEN

18. we are social
860,000
NUMBER OF LINKEDIN USERS IN INDONESIA:
SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

19. we are social
312,000
FOURSQUARE USERS IN INDONESIA:
SOURCE: PENN OLSON

20. we are social
90%
OF INDONESIAN NETIZENS
USE PHOTO-SHARING SITES
SOURCE: COMSCORE

21. we are social
5,270,658
NUMBER OF BLOGS IN INDONESIA:
SOURCE: SALING SILANG, JULY 2011

22. we are social
89%
OF INDONESIA’S MOBILE INTERNET USERS
ACCESS SOCIAL MEDIA SITES FROM THEIR PHONES
SOURCE: YAHOO! APAC, AC CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

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