C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Indonesian Facebook users interested in soybeans. More detailed analysis is available to inform business strategies. For a free consultation, email: info@csmall.co.uk
Around half of Indonesia’s population use Facebook regularly – the country has approximately 125 million monthly active users. Of these, about 750,000 show an interest in the soybean, the raw product used to create soy milk and sauce.
The below target audience analysis identifies core segments of Indonesian Facebook users interested in soybeans. It shows where the audience is, their demographic and professional details, and online habits.
Where are Indonesian Facebook Users Interested in Soybeans?
Like Indonesia’s population, these users are concentrated on the island of Java (60.8% of users), with a large cluster around the capital. West Java is the most significant province, with 22.5% of geolocated users, followed by Jakarta with 14.1% and East Java with 11.3%. Outside of Java, significant populations are distributed across Sumatra to the northwest, with around 15.5% on the island.
Age and Gender of the Target Audience
At 81% of the total target audience, women are highly over-represented when compared to Indonesian Facebook overall, which has a 57/43 male/female split.
The most significant group of users interested in soybeans is of females aged 25-34, who make up 44.8% of the audience overall. This is the core segment to target with relevant content.
How the Audience Uses the Internet
There is good news for those communicating to the audience via Facebook ads. Each member of the audience has clicked on a median average of 30 ads – five times the number of clicks of an average Facebook user. They are also likely to follow three Pages – triple the number of an average user.
Communications SolutionsIt is essential to tailor ads to mobile. Nine out of ten of this audience access Facebook through mobile only, nine percent through a mixture of desktop and mobile, and only one percent through desktop only. Likewise, compatibility issues must be taken into account when creating relevant content. 88.5% use Android operating system, and only 2.1% use iPhones.
Education and Livelihoods
This audience is more likely to have gone to university than not – 69% have been educated to undergraduate level or higher. The top roles they currently work in are sales (20%), management (17%), production (15%), and healthcare and medical services (15%).
Drilling down to view data on 4,250 of the users in our audience declaring a job in sales, we see that around three quarters of these are female. None of them are aged 45 or over, and the most important segment is females aged 25-34, at almost half of the total.
Age and Gender of a Segment Working in Sales
What Are Key Segments Interested In?
The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behaviour.
Looking deeper into this, we can examine the most relevant Pages for a segment of the approximately 1,750 females in Indonesia aged 25-34 interested in soybeans and working in sales. Looking at the most relevant Pages for this segment, we see that 104 are followers of HL&C Employment Agency Ltd, 82 of whom are educated to undergraduate level or higher. These are potential recruits in your effort to enter or expand your presence in the Indonesian soybean market. Knowing how to effectively communicate to this segment online is a competitive advantage.
What Does This Mean for Marketing and Sales Strategies?
Effective strategic communications and market research brings you closer to success by helping you target the audience that matters most to your business.
This data was based on activity of Facebook users in Indonesia over March-April 2018. Actionable insight can be based on large and granular datasets curated over a longer period. Get in touch for a free consultation by contacting us using the form below:
Alternatively, drop us an email at:
info@csmall.co.uk
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