C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Indonesian Facebook users interested in international development. More detailed analysis is available to inform project 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, around 325,000 show an interest in international development.
The below target audience analysis identifies core segments of Indonesian Facebook users interested in international development. It shows where the audience is, their demographic and professional details, and online habits.
Where are Indonesian Facebook Users Interested in International Development?
Like Indonesia’s population, these users are concentrated on the island of Java (59.1% of users), with a large cluster around the capital. Jakarta is the most significant province, with 21.6% of geolocated users, followed by West Java with 18.6% and East Java with 7%. Outside of Java, significant populations are distributed across Sumatra to the northwest, with around 18.8% on the island.
Age and Gender of the Target Audience
At 73% of the total target audience, males are heavily over-represented when compared to Indonesian Facebook overall, which has a 57/43 male/female split.
The most significant group of users in Indonesia interested in international development is of males aged 18-34, who make up 31.5% of the audience overall, and males aged 25-34, who make up 29.3%. 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 39 ads – over six 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. 93.6% use an Android operating system on their primary device, and only 2.7% use iPhones.
Education and Livelihoods
This audience is more likely to have gone to university than not – 75% have been educated to undergraduate level or higher. The top roles they currently work in are in arts, entertainment, sport and media (20%), management (19%), transport and moving (17%) and sales (17%).
Drilling down to view data on 2,750 of the users in our audience declaring a job in management, we see that over three quarters of these are male, with most being males aged 18-34.
Age and Gender of a Segment Working in Management
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 1,250 males aged 25 and over working in management. Looking at the most relevant Pages for this segment, we see that the Page of General (Ret.) Luhut Binsar Pandjaitan is followed by 187 of the segment. Examining the Page gives you an idea of what matters most to this segment. Knowing how to effectively communicate to this segment online is a competitive advantage.
What Does This Mean for Marketing Strategies?
Effective strategic communications and market research brings you closer to success by helping you target the audience that matters most to your project.
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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