An overview of social media in Indonesia in March 2011

2. Indonesian popula2on in 2010:
238,000,000
Source: Indonesian Na0onal Census 2010, as quoted on Wikipedia

3. 34,000,000
Indonesian internet users
(not including mobile internet)
Source: Slideshare.net/donnybu (Nov 2010)

4. ( )
Indonesia only has
14%
internet penetra2on
Source: Slideshare.net/donnybu (Nov 2010) compared with Wikipedia data

5. 64%
of Indonesians accessed the
web via internet cafés in 2010
Source: wiki.smu.edu.sg/digitalmediaasia

6. 21%
of Indonesian web users visit
twiDer.com every month
Source: wiki.smu.edu.sg/digitalmediaasia

7. Indonesians on twiDer:
4,883,288
Source: Saling Silang, January 2011

8. (that’s more than the total
popula2on of Ireland)
Source: Wikipedia

9. 53%
of all tweets origina2ng
in Indonesia are retweets
Source: Saling Silang, January 2011

10. Indonesia has the
2nd
largest Facebook
user base in the world
Source: Facebook, March 2011

11. Indonesians on Facebook:
35,187,180
Source: Facebook, March 2011

12. (that’s more than the
popula2on of Canada)
Source: Wikipedia

13. thanks to mobile access, it’s also
104%
of the total internet popula2on
Source: Facebook, March 2011

14. The number of people using
Facebook in Indonesia
30%
increased by approximately
in the past 6 months
Source: Facebook via SocialBakers, March 2011

15. On average, Indonesian
23
users visit Facebook
2mes every month
Source: Facebook via nickburcher.com, October 2010

16. …and they spend an average of
5½ hours
on the site in any given month
Source: Facebook via nickburcher.com, October 2010

17. ( 59%
of Facebook users in
Indonesia are male
)
Source: Facebook, March 2011

18. 5,000,000
men aged 13 to 21 in Indonesia check Facebook
every single day
Source: Facebook, February 2011

19. 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)

20. 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

21. 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)

22. Indonesians are also
Asia’s biggest users of
loca2on‐based check‐in
services like Foursquare
Source: asiacorrespondent.com (February 2011)

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

24. 91%
of Indonesian mobile
phone contracts are
prepaid
Source: Slideshare.net/donnybu (November 2010)

25. 80%
of handsets sold in Indonesia
in 2010 were internet enabled
Source: Slideshare.net/donnybu (November 2010)

26. 30,000,000
mobile internet users in Indonesia
Source: Slideshare.net/donnybu (November 2010)

27. 82%
of mobile web users are male
Source: Slideshare.net/donnybu (November 2010)

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

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

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

31. 1 billion
ad impressions are served to
Indonesian cellphones every month
Source: Buzzcity (February 2011)

32. ( )
that’s roughly
370
every second
Source:.Buzzcity (February 2011)

33. 94%
of Indonesians have downloaded
games of some kind to their cellphone
Source:.buzzcity (July 2010)

34. 37%
of Indonesians play games on
their cellphone every single day
Source:.buzzcity (July 2010)

35. number of blogs in Indonesia:
4,131,861
Source: Saling Silang, January 2011

36. on average, about
1 in 3
Indonesian blogs is
updated at least monthly
Source: Saling Silang, January 2011

37. Simon Kemp
Engagement Planner, BBH Asia‐Pacific
simon.kemp@bbh‐asiapac.com.sg
@eskimon