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SOCIAL, DIGITAL
  AND MOBILE IN


INDONESIA
  we are social
   DECEMBER 2011
we are social
                FOR MORE INFO ON THIS REPORT, PLEASE
                CONTACT SIMON KEMP AT WE ARE SOCIAL:

                      SIMON.KEMP@WEARESOCIAL.SG
                      @WEARESOCIALSG
                      +65 9146 5356
                      DJESKI
                      HTTP://WEARESOCIAL.SG

we are social
INDONESIA


                   237,556,363                                                       43%                                 57%

                           TOTAL POPULATION                                        URBAN                                RURAL


                     39,600,000                                                               17 %
                             INTERNET USERS                                        INTERNET PENETRATION



                     40,829,720                                                               17 %
                USERS ON TOP SOCIAL NETWORK                                        SOCIAL NETWORK PENETRATION



                   210,391,300                                                                                     89 %
                         MOBILE SUBSCRIBERS                                        MOBILE PENETRATION


                                                                                  SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social                                 LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
REPORTS OF THE NUMBER OF INTERNET
                   USERS IN INDONESIA VARY GREATLY:


           84,748,000            VS
                                        39,600,000
                SALING SILANG           INTERNET WORLD STATS




we are social                            SOURCE: BUSINESS MEASUREMENT INTELLIGENCE, AS REPORTED IN SALING SILANG
MORE THAN

                     HALF
                OF INDONESIA’S INTERNET
                USERS ARE YOUNGER THAN

                        20
we are social                             SOURCE: NIELSEN
INTERNET USE IN INDONESIA
                  IS HEAVILY MALE-SKEWED



                           VS
                64%                             36%
                MALE                           FEMALE


we are social                SOURCE: COOLFOUNDERS / COMSCORE, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
PERCENTAGE OF INDONESIAN INTERNET
                USAGE COMING FROM MOBILE DEVICES:


                           61%

we are social                                  SOURCE: NIELSEN DATA QUOTED IN THE JAKARTA POST
PROPORTION OF DESKTOP INTERNET ACCESS
                IN INDONESIA COMING FROM INTERNET CAFÉS:


                              66%

we are social                                              SOURCE: NIELSEN
INTERNET PENETRATION IS ONLY 17% IN INDONESIA…


                       >!

             …BUT MORE INDONESIANS USE THE INTERNET
           THAN LISTEN TO THE RADIO OR READ NEWSPAPERS


we are social                                SOURCE: YAHOO! AND TNS DATA QUOTED ON DAILYSOCIAL.NET
INDONESIAN NETIZENS PREFER TO      8
                 STAY IN TOUCH VIA SOCIAL NETWORKS


                71%                           51%
                                    VS
           OF INDONESIAN NETIZENS        OF INDONESIAN NETIZENS
           SEND PRIVATE MESSAGES               USE EMAIL
            VIA SOCIAL NETWORKS



we are social                                  SOURCE: NIELSEN; REPRESENTS HABITS OF DIGITAL CONSUMERS AGED 15+
89%
                OF INDONESIAN INTERNET USERS
                    VISIT SOCIAL MEDIA SITES




we are social                                  SOURCE: COMSCORE
FACEBOOK DEMOGRAPHICS IN INDONESIA
                       55-64:
             45-54:     0%        65+:
               2%                 2%
       35--44:
        6%



                                         13-17:
                                          28%
              25-34:
               21%                                                         FEMALE:
                                                  MALE:                      40%
                                                  60%



                                18-24:
                                 41%




we are social                                             SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
TOP FACEBOOK PAGES IN INDONESIA

     #     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%



we are social                                   SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
TWEETS PER DAY IN INDONESIA:


                  1,293,131

we are social                                  SOURCE: SALING SILANG
(! )!
                    THAT’S

                    15
                 TWEETS EVERY
                   SECOND



we are social                   SOURCE: BASED ON DATA FROM SALING SILANG
87%
                  OF INDONESIAN TWEETS
                COME FROM MOBILE DEVICES




we are social                              SOURCE: SALING SILANG
INDONESIA’S SHERINA MUNAF -
                    A SINGER FROM JAKARTA - HAS

                      1,336,781
                FOLLOWERS ON TWITTER, MAKING HER THE
                 MOST-FOLLOWED PERSON LIVING IN ASIA



we are social                              SOURCE: BASED ON DATA FROM SOCIALBAKERS, ACCESSED NOVEMBER 2011
51%
               OF INDONESIAN WEB USERS STREAM OR
            DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH




we are social                                          SOURCE: NIELSEN
NUMBER OF LINKEDIN USERS IN INDONESIA:


                        860,000

we are social                                     SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011
FOURSQUARE USERS IN INDONESIA:


                     312,000

we are social                                    SOURCE: PENN OLSON
90%
                OF INDONESIAN NETIZENS
                USE PHOTO-SHARING SITES




we are social                             SOURCE: COMSCORE
NUMBER OF BLOGS IN INDONESIA:


                  5,270,658

we are social                                   SOURCE: SALING SILANG, JULY 2011
89%
               OF INDONESIA’S MOBILE INTERNET USERS
            ACCESS SOCIAL MEDIA SITES FROM THEIR PHONES




we are social                         SOURCE: YAHOO! APAC, AC CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
                          HTTP://WEARESOCIAL.SG


we are social
SIMON KEMP    LAM CAI YU
               MANAGING DIRECTOR   ACCOUNT EXECUTIVE
                      @ESKIMON     @HICAIS
      SIMON.KEMP@WEARESOCIAL.SG    CAIYU.LAM@WEARESOCIAL.SG
           HTTP://WEARESOCIAL.SG   HTTP://WEARESOCIAL.SG


we are social

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We Are Social's Guide to Social, Digital & Mobile in Indonesia (Nov 2011)

  • 1. SOCIAL, DIGITAL AND MOBILE IN INDONESIA we are social DECEMBER 2011
  • 2. we are social FOR MORE INFO ON THIS REPORT, PLEASE CONTACT SIMON KEMP AT WE ARE SOCIAL: SIMON.KEMP@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 DJESKI HTTP://WEARESOCIAL.SG we are social
  • 3. INDONESIA 237,556,363 43% 57% TOTAL POPULATION URBAN RURAL 39,600,000 17 % INTERNET USERS INTERNET PENETRATION 40,829,720 17 % USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION 210,391,300 89 % MOBILE SUBSCRIBERS MOBILE PENETRATION SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
  • 4. REPORTS OF THE NUMBER OF INTERNET USERS IN INDONESIA VARY GREATLY: 84,748,000 VS 39,600,000 SALING SILANG INTERNET WORLD STATS we are social SOURCE: BUSINESS MEASUREMENT INTELLIGENCE, AS REPORTED IN SALING SILANG
  • 5. MORE THAN HALF OF INDONESIA’S INTERNET USERS ARE YOUNGER THAN 20 we are social SOURCE: NIELSEN
  • 6. INTERNET USE IN INDONESIA IS HEAVILY MALE-SKEWED VS 64% 36% MALE FEMALE we are social SOURCE: COOLFOUNDERS / COMSCORE, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
  • 7. PERCENTAGE OF INDONESIAN INTERNET USAGE COMING FROM MOBILE DEVICES: 61% we are social SOURCE: NIELSEN DATA QUOTED IN THE JAKARTA POST
  • 8. PROPORTION OF DESKTOP INTERNET ACCESS IN INDONESIA COMING FROM INTERNET CAFÉS: 66% we are social SOURCE: NIELSEN
  • 9. INTERNET PENETRATION IS ONLY 17% IN INDONESIA… >! …BUT MORE INDONESIANS USE THE INTERNET THAN LISTEN TO THE RADIO OR READ NEWSPAPERS we are social SOURCE: YAHOO! AND TNS DATA QUOTED ON DAILYSOCIAL.NET
  • 10. INDONESIAN NETIZENS PREFER TO 8 STAY IN TOUCH VIA SOCIAL NETWORKS 71% 51% VS OF INDONESIAN NETIZENS OF INDONESIAN NETIZENS SEND PRIVATE MESSAGES USE EMAIL VIA SOCIAL NETWORKS we are social SOURCE: NIELSEN; REPRESENTS HABITS OF DIGITAL CONSUMERS AGED 15+
  • 11. 89% OF INDONESIAN INTERNET USERS VISIT SOCIAL MEDIA SITES we are social SOURCE: COMSCORE
  • 12. FACEBOOK DEMOGRAPHICS IN INDONESIA 55-64: 45-54: 0% 65+: 2% 2% 35--44: 6% 13-17: 28% 25-34: 21% FEMALE: MALE: 40% 60% 18-24: 41% we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
  • 13. TOP FACEBOOK PAGES IN INDONESIA # 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% we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
  • 14. TWEETS PER DAY IN INDONESIA: 1,293,131 we are social SOURCE: SALING SILANG
  • 15. (! )! THAT’S 15 TWEETS EVERY SECOND we are social SOURCE: BASED ON DATA FROM SALING SILANG
  • 16. 87% OF INDONESIAN TWEETS COME FROM MOBILE DEVICES we are social SOURCE: SALING SILANG
  • 17. INDONESIA’S SHERINA MUNAF - A SINGER FROM JAKARTA - HAS 1,336,781 FOLLOWERS ON TWITTER, MAKING HER THE MOST-FOLLOWED PERSON LIVING IN ASIA we are social SOURCE: BASED ON DATA FROM SOCIALBAKERS, ACCESSED NOVEMBER 2011
  • 18. 51% OF INDONESIAN WEB USERS STREAM OR DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH we are social SOURCE: NIELSEN
  • 19. NUMBER OF LINKEDIN USERS IN INDONESIA: 860,000 we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011
  • 20. FOURSQUARE USERS IN INDONESIA: 312,000 we are social SOURCE: PENN OLSON
  • 21. 90% OF INDONESIAN NETIZENS USE PHOTO-SHARING SITES we are social SOURCE: COMSCORE
  • 22. NUMBER OF BLOGS IN INDONESIA: 5,270,658 we are social SOURCE: SALING SILANG, JULY 2011
  • 23. 89% OF INDONESIA’S MOBILE INTERNET USERS ACCESS SOCIAL MEDIA SITES FROM THEIR PHONES we are social SOURCE: YAHOO! APAC, AC CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
  • 24. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG we are social
  • 25. SIMON KEMP LAM CAI YU MANAGING DIRECTOR ACCOUNT EXECUTIVE @ESKIMON @HICAIS SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG we are social