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Social Media in Indonesia - March 2011 Data Snapshot

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According to various sources, Indonesia has a population of 238 million people as of 2010. While internet penetration is only 14%, social media usage is widespread, with over 4.8 million Indonesians on Twitter and 35 million on Facebook - more than the entire population of Canada. Mobile phone penetration exceeds 90%, with 30 million mobile internet users, and over 1 billion mobile ad impressions served per month. Games and social media are hugely popular mobile activities for Indonesians.

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Social Media in Indonesia - March 2011 Data Snapshot
Indonesian
popula2on
in
2010: 
 238,000,000
 Source:
Indonesian
Na0onal
Census
2010,
as
quoted
on
Wikipedia

34,000,000
 Indonesian
internet
users 
 (not
including
mobile
internet) 
 Source:
Slideshare.net/donnybu
(Nov
2010) 

( ) Indonesia
only
has 
 14%
 internet
penetra2on
 Source:
Slideshare.net/donnybu
(Nov
2010)
compared
with
Wikipedia
data

64%
 of
Indonesians
accessed
the
 web
via
internet
cafés
in
2010 Source:
wiki.smu.edu.sg/digitalmediaasia

21%
 of
Indonesian
web
users
visit
 twiDer.com
every
month Source:
wiki.smu.edu.sg/digitalmediaasia

Indonesians
on



twiDer: 
 4,883,288
 Source:
Saling
Silang,
January
2011
(that’s
more
than
the
total

 popula2on
of
Ireland)
 Source:
Wikipedia
53%
 of
all
tweets
origina2ng
 in
Indonesia
are
retweets
 Source:
Saling
Silang,
January
2011
Indonesia
has
the
 2nd
 largest
Facebook 
 user
base
in
the
world
 Source:
Facebook,
March
2011
Indonesians
on


Facebook: 
 35,187,180
 Source:
Facebook,
March
2011
(that’s
more
than
the
 
 popula2on
of
Canada) 
 Source:
Wikipedia
thanks
to
mobile
access,
it’s
also
 104%
 of
the
total
internet
popula2on
 Source:
Facebook,
March
2011
The
number
of
people
using
 Facebook
in
Indonesia
 30%
 increased
by
approximately
 in
the
past
6
months 
 Source:
Facebook
via
SocialBakers,
March
2011
On
average,
Indonesian 
 23
 users
visit
Facebook
 2mes
every
month
 Source:
Facebook
via
nickburcher.com,
October
2010
…and
they
spend
an
average
of 
 5½
hours 
 on
the
site
in
any
given
month
 Source:
Facebook
via
nickburcher.com,
October
2010
( 59%
 of
Facebook
users
in Indonesia
are
male
 
 ) Source:
Facebook,
March
2011
5,000,000
 men
aged
13
to
21
in
Indonesia
check
Facebook 
every
single
day
 Source:
Facebook,
February
2011
Audience
 Size
 %
of
Total
 Total
Facebook
 35,174,940
 ~
 Men
on
Facebook
 20,834,680
 59%
 Men
aged
13‐17
 5,051,420
 14%
 40%
of 
Indonesians 
 Men
aged
18‐21
 5,783,360
 16%
 on
Facebook 
are
men Men
aged
22‐25
 3,685,520
 10%
 
aged
13‐25
 Men
aged
26‐30
 2,817,480
 8%
 Men
aged
31+
 3,139,300
 9%
 Source:
Facebook
ad
dashboard
(February
2011)
Top
brand
pages
on
Facebook
in
Indonesia
 #
 Brand
Page
 Likes
 Growth
 01
 Chocolatos
 1,551,240
 3.53%
 02
 Yamaha
Motor
Indonesia
 1,062,726
 1.72%
 03
 BlackBerry®
Indonesia
 869,661
 2.83%
 04
 Nike
Football
Indonesia
 314,426
 1.84%
 05
 AirAsiaIndonesia
 256,523
 1.44%
 06
 Gila
Motor
 190,828
 1.67%
 07
 Garuda
Indonesia
 113,645
 6.29%
 08
 Sony
Ericsson
Indonesia
 109,681
 19.99%
 09
 Nokia
Indonesia
 96,463
 6.36%
 10
 Billabong
Indonesia
 78,970
 9.02%
 Source:
Facebook
via
SocialBakers,
March
2011
mobile
 only:
 12% more
than
70%
 computer
 of
Indonesian

 only:
29% Facebook
users

 access
through
 their
cellphone computer
and
 mobile:
59% Source:
Facebook
(February
2011)
Indonesians
are
also 
 Asia’s
biggest
users
of

 loca2on‐based
check‐in 
 services
like
Foursquare 
 Source:
asiacorrespondent.com
(February
2011) 

penetra2on
of
mobile
 phones
in
Indonesia: 90%
 Source:
Slideshare.net/donnybu
(November
2010) 

91%
 of
Indonesian
mobile

 phone
contracts
are
 prepaid Source:
Slideshare.net/donnybu
(November
2010) 

80%
 of
handsets
sold
in
Indonesia
 in
2010
were
internet
enabled Source:
Slideshare.net/donnybu
(November
2010) 

30,000,000
 mobile
internet
users
in
Indonesia
 Source:
Slideshare.net/donnybu
(November
2010) 

82%
 of
mobile
web
users
are
male
 Source:
Slideshare.net/donnybu
(November
2010) 

BlackBerry
users
in
Indonesia: 
 1,000,000
 Source:
Slideshare.net/donnybu
(November
2010) 

BlackBerry
use
grew
by
 500%
 in
12
months
to
June
2010
 Source:
Slideshare.net/donnybu
(November
2010) 

but
Nokia
retained
 51%
 share
of
the
Indonesian 
smartphone
market
in
2010
 Source:
Slideshare.net/donnybu
(November
2010) 

1
billion
 ad
impressions
are
served
to 
Indonesian
cellphones
every
month
 Source:
Buzzcity
(February
2011) 

( ) that’s
roughly
 370
 every
second
 Source:.Buzzcity
(February
2011) 

94%
 of
Indonesians
have
downloaded
 games
of
some
kind
to
their
cellphone Source:.buzzcity
(July
2010) 

37%
 of
Indonesians
play
games
on
 their
cellphone
every
single
day Source:.buzzcity
(July
2010) 

number
of
blogs
in
Indonesia: 
 4,131,861
 Source:
Saling
Silang,
January
2011
on
average,
about 
 1
in
3
 Indonesian
blogs
is
 
 updated
at
least
monthly
 Source:
Saling
Silang,
January
2011
Simon
Kemp
 Engagement
Planner,
BBH
Asia‐Pacific
 simon.kemp@bbh‐asiapac.com.sg
 @eskimon


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Social Media in Indonesia - March 2011 Data Snapshot