C Small Solutions bases marketing and communications insights on hard data. This article briefly profiles Indonesian Facebook users interested in health and household products, including personal care, household cleaning, medicine, health care, and baby care products. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk
By Alana Li
Around half of Indonesia’s population uses Facebook regularly – the country has approximately 125 million monthly active users. Of these users, over 40 million express interest in health and household products, including personal care, household cleaning, medicine, health care, and baby care.
The following brief target audience analysis identifies core segments of Facebook users in Indonesia who are interested in health and household products, illustrating where the audience is located, their demographic and professional details, and their online habits.
Where are Facebook users interested in health and household products in Indonesia?
Of the 21.6 million geolocatable users interested in health and household products in Indonesia, 21.6% are located in West Java, followed by East Java at 14.7%. Other predominant regions in which the targeted audience are located include Central Java, Jakarta, and North Sumatra Provinces.
Age and gender of the audience interested in health and household products
The majority of the target audience are women at 57% (versus 43% men). Women are significantly over-represented in this audience when compared to Facebook users in Indonesia overall, which has a 56/44 male/female split.
In all age groups except those 65 and over, there are more women who are interested in health and household products than men of a similar age.
The most significant group is of females aged 25-34, who make up 22.9% of the total audience, followed by men of the same age group (17.4% of the audience) and women aged 18-24 (17.2%). This infers that women and men between the ages of 25-34 account for just over 40% of users in Indonesia interested in health and household products, and are the core segment to target with relevant content.
How the target audience uses the Internet
The audience are particularly responsive to advertising on Facebook. Each member of the audience has clicked on a median average of 20 ads – more than double the average Facebook user in Indonesia. According to Facebook data, 72% of Indonesian health, household and personal care shoppers discover new products online, implying that these shoppers would respond to targeted marketing of new products.
Communications SolutionsIt is essential to tailor ads to mobile devices. According to Facebook data, 92% of the target audience accessed the platform using a mobile device only in the past month. Over half of Indonesian health, household and personal care shoppers say that they would do all of their shopping on mobile if they could. Likewise, compatibility issues should be taken into consideration when creating relevant content, as 92% of the audience uses an Android device and only 2.4% use an iPhone.
Education and livelihoods of the target audience
The target audience are more likely to have attended university than not – 63% have been educated to an undergraduate level or higher. The top roles that they currently work in are in management (36%), administrative services (19%), and sales (17%).
As illustrated by the graph below, over two-thirds of the 12.5 million users expressing interest in health and household products are engaged (4.2% of the total audience) or married (65% of the total audience).
Age and gender of a segment who are engaged or married
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 behavior.
The most relevant pages for the segment who are engaged or married are HappyGaleri, a baby and children’s clothing store on e-commerce platforms Shopee and Lazada, which is followed by 330,200 of the audience, and Prenagen World, a pregnancy care center, which is followed by 324,500 of the audience. Other relevant pages to the audience include Zwitsal Baby Corner, a website providing information about pregnancy and baby development, and Ibu & Balita, a baby and kids’ goods website. This clearly shows an interest in pregnancy and baby goods and information.
How can C Small Solutions help with health and household product marketing strategies?
Effective digital marketing and market research significantly improves your likelihood of success by helping you target the audience that is most relevant to your project.
This data was based on activity of Facebook users in Indonesia from July to August 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.
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