Veuillez noter que la page demandée n’est pas disponible dans la langue par défaut sélectionnée. Vous utilisez notre plateforme dans une autre langue maintenant.

Social media in Indonesia - statistics & facts

Digital population growth driven by increasing internet penetration and affordability of smartphones, among other factors, has fueled higher social media usage in Indonesia. As of February 2022, Indonesia had around 167 million active social media users, ranking third in Asia Pacific, after China and India, and the largest in Southeast Asia. For most Indonesians, social media has been a tool to communicate and interact with friends and family. However, a recent trend suggests that an increasing number of brands have been utilizing social media as a complementary component to their marketing operations.

Leading social media platforms in Indonesia

Facebook is the leading social media platform in Indonesia, with a market share of approximately 53 percent in 2023. A latest data on social media apps on Android revealed that as of January 2023 Android users in Indonesia spent an average of 14 hours and 36 minutes per month on Facebook. Many Indonesians not only use Facebook as a social networking platform but also as a source of entertainment and breaking news. However, as per current developments, the popularity of Facebook may soon be overtaken by other social media platforms such as Whatsapp and Instagram. As of the third quarter of 2022, both social networking platforms had a higher penetration rate than that of Facebook. In that period, WhatsApp had the highest social media penetration rate in Indonesia, at approximately 91 percent.

What are the current social media trends in Indonesia?

In recent years, social media has developed into a valuable advertising and marketing tool for Indonesian brands. Social media marketing strategies such as influencer marketing and social commerce are considered key in a country where the average daily time spent on social media reaches three hours and 14 minutes. By being active on social media or by collaborating with an influencer, brands hope to enlarge their customer base and increase brand awareness to attract potential customers. Based on recent findings, 76 percent of Indonesians followed at least one influencer on social media. In addition, around 68 percent of social media users in the country stated that they had purchased an item or product because it was endorsed by an influencer. In 2023, influencer advertising spending in Indonesia amounted to approximately 195 million U.S. dollars. This value is expected to continue to rise and reach nearly 350 million U.S. dollars by 2028.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Number of internet users in Indonesia: 271.98

Social media penetration in Indonesia: 60.4%

Leading social network in Indonesia: WhatsApp

Editor’s Picks Current statistics on this topic

Market share of leading social media platforms in Indonesia in 2023

Social Media & User-Generated Content

Market share of social media platforms Indonesia 2023

Number of social media users in Indonesia from 2020 to 2029 (in millions)

Social Media & User-Generated Content

Social media users in Indonesia 2020-2029

Main reasons for using social media among internet users in Indonesia as of the 3rd quarter of 2023

Social Media & User-Generated Content

Main reasons for using social networks Indonesia Q3 2023

Recommended statistics

Overview

Premium Statistic Number of social media user accounts APAC 2024, by country
Number of social media user accounts APAC 2024, by country
Number of social media user accounts in the Asia-Pacific region as of January 2024, by country or territory (in millions)
Premium Statistic Active social media user penetration APAC 2023, by country
Active social media user penetration APAC 2023, by country
Active social media user penetration in the Asia-Pacific region as of January 2023, by country
Premium Statistic Daily time spent spent using social media APAC Q1 2023, by country
Daily time spent spent using social media APAC Q1 2023, by country
Average daily time spent using social media in the Asia-Pacific region in the first quarter of 2023, by country (in hours and minutes)
Premium Statistic Social media penetration SEA 2023, by country
Social media penetration SEA 2023, by country
Social media penetration in Southeast Asia as of January 2023, by country
Premium Statistic Internet users in Indonesia 2014-2029
Internet users in Indonesia 2014-2029
Number of internet users in Indonesia from 2014 to 2029 (in millions)
Premium Statistic Indonesia: social network penetration Q3 2023
Indonesia: social network penetration Q3 2023
Penetration of leading social networks in Indonesia as of Q3 2023
Premium Statistic Average annual monthly active users for social apps Indonesia 2020-2023, by category
Average annual monthly active users for social apps Indonesia 2020-2023, by category
Average annual monthly active users for social apps in Indonesia from 2020 to 2023, by category (in millions)

Leading platforms

Premium Statistic Market share of social media platforms Indonesia 2023
Market share of social media platforms Indonesia 2023
Market share of leading social media platforms in Indonesia in 2023
Premium Statistic Market share of mobile social media platforms Indonesia 2023
Market share of mobile social media platforms Indonesia 2023
Market share of leading social media platforms for mobile devices in Indonesia in 2023
Premium Statistic Market share of tablet social media platforms Indonesia 2023
Market share of tablet social media platforms Indonesia 2023
Market share of leading social media platforms for tablet devices in Indonesia in 2023
Premium Statistic Market share of desktop social media platforms Indonesia 2023
Market share of desktop social media platforms Indonesia 2023
Market share of leading social media platforms for desktop devices in Indonesia in 2023
Premium Statistic Major social media apps on Android Indonesia 2023, by monthly hours used
Major social media apps on Android Indonesia 2023, by monthly hours used
Leading social media apps on Android in Indonesia as of January 2023, by monthly hours used (in hours.minutes)

Number of users

Premium Statistic Average annual monthly active users for social apps Indonesia 2020-2023, by category
Average annual monthly active users for social apps Indonesia 2020-2023, by category
Average annual monthly active users for social apps in Indonesia from 2020 to 2023, by category (in millions)
Premium Statistic Facebook users in Indonesia 2019-2028
Facebook users in Indonesia 2019-2028
Number of Facebook users in Indonesia from 2019 to 2028 (in millions)
Premium Statistic Instagram users in Indonesia 2019-2028
Instagram users in Indonesia 2019-2028
Number of Instagram users in Indonesia from 2019 to 2028 (in millions)
Premium Statistic WhatsApp users in Indonesia 2020-2029
WhatsApp users in Indonesia 2020-2029
Number of WhatsApp users in Indonesia from 2020 to 2029 (in millions)
Premium Statistic Twitter users in Indonesia 2019-2028
Twitter users in Indonesia 2019-2028
Number of Twitter users in Indonesia from 2019 to 2028 (in millions)

Social commerce

Premium Statistic Revenue of social commerce in Indonesia 2020-2028
Revenue of social commerce in Indonesia 2020-2028
Revenue of social commerce in Indonesia from 2020 to 2028 (in million U.S. dollars)
Premium Statistic Number of social commerce users in Indonesia 2020-2028
Number of social commerce users in Indonesia 2020-2028
Number of social commerce users in Indonesia from 2020 to 2028 (in millions)
Premium Statistic Commonly used social media platforms for social commerce Indonesia 2023
Commonly used social media platforms for social commerce Indonesia 2023
Most commonly used social media platform for purchases during the last 12 months in Indonesia as of February 2023
Premium Statistic Main drivers of purchases on social media Indonesia 2023
Main drivers of purchases on social media Indonesia 2023
Reasons to purchase something on social media in Indonesia as of February 2023
Premium Statistic Types of items purchased using social media Indonesia 2023
Types of items purchased using social media Indonesia 2023
Types of items purchased on social media in Indonesia as of February 2023

Influencer marketing

Premium Statistic Ad spending of the influencer advertising industry in Indonesia 2019-2029
Ad spending of the influencer advertising industry in Indonesia 2019-2029
Ad spending of the influencer advertising industry in Indonesia 2019-2029 (in million U.S. dollars)
Premium Statistic Influencers endorsing products purchased by consumers Indonesia 2023
Influencers endorsing products purchased by consumers Indonesia 2023
Type of influencers whose endorsed products were purchased by consumers in Indonesia as of May 2023
Premium Statistic Products bought based on influencer endorsement Indonesia 2023
Products bought based on influencer endorsement Indonesia 2023
Type of products purchased by consumers based on influencer endorsement in Indonesia as of May 2023
Premium Statistic Facebook influencers engagement rate Indonesia 2023, by follower count
Facebook influencers engagement rate Indonesia 2023, by follower count
Engagement rate of Facebook influencers in Indonesia as of June 2023, by follower count
Premium Statistic Instagram influencers engagement rate Indonesia 2023, by follower count
Instagram influencers engagement rate Indonesia 2023, by follower count
Engagement rate of Instagram influencers in Indonesia as of June 2023, by follower count
Premium Statistic TikTok influencers engagement rate Indonesia 2023, by followers count
TikTok influencers engagement rate Indonesia 2023, by followers count
Engagement rate of TikTok influencers in Indonesia as of June 2023, by followers count
Premium Statistic YouTube influencers engagement rate Indonesia 2023, by follower count
YouTube influencers engagement rate Indonesia 2023, by follower count
Engagement rate of YouTube influencers in Indonesia as of June 2023, by follower count

User behavior

Premium Statistic Daily time spent using various media and devices in Indonesia Q3 2023, by activity
Daily time spent using various media and devices in Indonesia Q3 2023, by activity
Average daily time spent using various media and devices in Indonesia in 3rd quarter 2023, by activity (in hours.minutes per day)
Premium Statistic Social apps consumer spend Indonesia 2022-2023, by type
Social apps consumer spend Indonesia 2022-2023, by type
Share of social apps consumer spend in Indonesia from January 2022 to December 2023, by type
Premium Statistic Time spent on mobile apps Indonesia 2023, by category
Time spent on mobile apps Indonesia 2023, by category
Time spent on mobile apps in Indonesia in 2023, by category (in million hours)
Premium Statistic Main reasons for using social networks Indonesia Q3 2023
Main reasons for using social networks Indonesia Q3 2023
Main reasons for using social media among internet users in Indonesia as of the 3rd quarter of 2023
Premium Statistic Usage of social media for brand research Indonesia Q3 2023, by platform type
Usage of social media for brand research Indonesia Q3 2023, by platform type
Usage of social media for brand research in Indonesia as of the 3rd quarter of 2023, by platform type
Premium Statistic Share of people who followed social media influencers Indonesia 2023
Share of people who followed social media influencers Indonesia 2023
Share of people who followed influencers on social media in Indonesia as of May 2023
Premium Statistic Engagement with user-generated content Indonesia 2023
Engagement with user-generated content Indonesia 2023
Engagement with user-generated content created by people in Indonesia as of August 2023

Report on the topic

Go to report

Top Seller

Key figures

The most important key figures provide you with a compact summary of the topic of "Social media in Indonesia" and take you straight to the corresponding statistics.