C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Indonesian Facebook users interested in vehicle insurance, including car, motorcycle and truck insurance. 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 3.75 million show an interest in vehicle insurance, including car, motorcycle and truck insurance.
The below target audience analysis identifies core segments of Indonesian Facebook users interested in vehicle insurance. It shows where the audience is, their demographic and professional details, and online habits.
Where are Indonesian Facebook Users Interested in Vehicle Insurance?
Like Indonesia’s population, these users are concentrated on the island of Java (61.4% of users), with a large cluster around the capital. West Java is the most significant province, with 19.6% of geolocated users, followed by Jakarta with 15.1% and East Java with 12.4%. Outside of Java, significant populations are distributed across Sumatra to the northwest, with around 17.1% on the island.
Age and Gender of the Target Audience
At 53% of the total target audience, women are over-represented when compared to Indonesian Facebook overall, which has a 57/43 male/female split.
The most significant group of users interested in vehicle insurance is of females aged 18-34, who make up 40.1% of the audience overall, and males aged 18-34, who make up 34.9% of the audience. These are the core segments 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 50 ads – over eight times the number of clicks of an average Facebook user. They are also likely to follow two Pages – double the number of an average user.
Communications SolutionsIt is essential to tailor ads to mobile. According to Facebook data, over nine out of ten of this audience accessed Facebook through mobile only in the past month. Likewise, compatibility issues must be taken into account when creating relevant content. 93% use an Android operating system on their primary device, and only 2.8% use iPhones.
Education and Livelihoods
This audience is more likely to have gone to university than not – 70% have been educated to undergraduate level or higher. The top roles they currently work in are sales (21%), management (18%), and production (17%). 13% of the audience works in transport and moving.
Drilling down to view data on 17,500 of the users in our audience declaring a job in transport and moving, we see that over three quarters of these are male, with around a third of the audience being male aged 18-24.
Age and Gender of a Segment Working in Transport and Moving
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 6,500 males in Indonesia aged 18-24 interested in vehicle insurance and working in transport and moving. Looking at the most relevant Pages for this segment, we see that 242 are followers of the Page of Idemitsu Lube Techno Indonesia, a lubricant business based in Karawang, West Java. This is a potential product to offer as a part of any promotion. 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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