Advertise in Indonesia

Indonesia has an internet penetration of 20.4% so based on their total population of 53,236,719 people 53,236,719 are online, leaving 207,344,381 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in Indonesia 2017-08-31T19:31:38+00:00

Indonesia’s internet advertising sector is a $1,226. 3M industry, segmented as follows:

Display Advertising

amounts to $385.6M (31.44% of the total) and will grow by an annual CAGR of

24.26%

Video Advertising

amounts to $155.2M (12.66% of the total) and will grow by an annual CAGR of

37.05%

Search Advertising

amounts to $545.2M (44.46% of the total) and will grow by an annual CAGR of

24.18%

Social Media Advertising

amounts to $108.5M (8.8% of the total) and will grow by an annual CAGR of

25.16%

30% of the population (15,971,015) are on social media, they spend an average of 2.9 hours per day on social platforms, 25% of them use their mobile devices to access social platforms which makes sense because 63% of the population has a mobile phone.

Classifieds Advertising

amounts to $31.8M (2.6% of the total) and will grow by an annual CAGR of

5.5%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$876.3M

Indonesia’s annual growth:

+15%

internet users

+10%

active social media users

+2%

mobile subscriptions

+6%

active mobile social users

Digital Device Ownership

85%

mobile phone

43%

smart phone

15%

PC

4%

tablet

1%

TV Streaming Device

Handheld Gaming Console N/A

1%

E-Reader Device

1%

Wearable Tech Device

Time Spent with Media

4h 42m

Average daily use of the internet (PC/Tablet)

3h 33m

Average daily use of the internet (Mobile)

2h 51m

Average daily use of social media (any device)

2h 22m

Average daily use of television

Frequency of Internet Use

48%

Every day

30%

Once per week

16%

Once per month

6%

Less than once per month

Share of web traffic by device

28%

PC

70%

Mobile

3%

Tablet

N/A

Other devices

Top Active Social Platforms

19%

BBM

15%

Facebook

14%

Whatsapp

13%

Facebook Messenger

12%

Google+

12%

Line

11%

Twitter

10%

Instagram

8%

Wechat

7%

Pinterest

Mobile Activities

27%

Mobile Messengers

22%

Watching videos

19%

Playing games

20%

Banking

22%

Maps

E-Commerce By Device (past 30 days)

27%

Purchased a product or service online

31%

Searched online for a product of service

26%

Visited an online retail store

24%

Made an online purchase via PC

20%

Made an online purchase via Mobile

Indonesia is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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