C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Indonesian Facebook users interested in clothing, including women’s, men’s and children’s clothing, and shoes. 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, around 55 million express interest in clothing, including women’s, men’s and children’s clothing, and shoes.
The following target audience analysis identifies core segments of Facebook users in Indonesia who are interested in clothing, illustrating where the audience is, their demographic and professional details, and their online habits.
Where are Facebook users interested in clothing and shoes in Indonesia?
Of the 28.5 million geolocatable users interested in clothing in Indonesia, 22.2% are located in West Java, followed by East Java at 13.5%. 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 clothing and shoes
Women make up a slight majority of the target audience at 53% (versus 47% 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 clothing than men of a similar age.
The most significant group is of females aged 25-34, who make up 20.2% of the total audience, followed by men of the same age group (18.9% of the audience) and women 18-24 (18%). Women and men between the ages of 25-34 account for almost 40% of users in Indonesia interested in clothing, 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 19 ads – more than double the average Facebook user in Indonesia.
Communications SolutionsIt is essential to tailor ads to mobile devices. According to Facebook data, 91% of the audience accessed the platform using a mobile device only in the past month, and 75% of Indonesian fashion shoppers hear about new brands and products on their mobile devices. A further 72% of such shoppers say that they get fashion inspiration from sites or apps that they access on mobile devices. Likewise, compatibility issues should be taken into consideration when creating relevant content, as over 90% of the audience uses an Android device and only 3% use an iPhone.
The type of ad that is being used should also be taken into account. For example, the story feature on Facebook-owned apps, including Facebook, Instagram, and WhatsApp, allows users to temporarily view or share photos and videos for 24 hours – ads can be placed between the stories of accounts followed by a user. 69% of people who use stories across the Facebook family of apps surveyed in Indonesia said brands using stories is a great way to get to know new products or services. A further 68% of people who use stories across Facebook-owned apps surveyed in Indonesia say they are making more online purchases as a result of using stories.
Facebook platforms affect the fashion choices of Indonesian fashion shoppers – 72% of Indonesian fashion shoppers say that Facebook platforms, including Facebook, Facebook Messenger, and Instagram, are a source of inspiration. A further 94% of such shoppers said that they use Instagram for fashion-related activities.
Fashion influencers seem to sway the purchasing decisions of Indonesian fashion shoppers, as 69% of Indonesian fashion shoppers who follow fashion influencers say that they’ve purchased a fashion item after seeing an influencer promote it. Also, 82% of Indonesian fashion shoppers say at least one form of personalization increases their likelihood of making a purchase.
Education and livelihoods of the target audience
The target audience are more likely to have attended university than not – 63.2% have been educated to an undergraduate level of higher. The top roles that they currently work in are in management (37%), administrative services (19%), and sales (16%).
As illustrated by the graph below, almost two-thirds of the 55 million users interested in clothing in Indonesia are engaged (4.4% of the total audience) or married (59% 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 behaviour.
The most relevant Pages for the segment who are engaged or married are a baby and children’s clothing store on e-commerce platforms Shopee and Lazada, HappyGaleri, which is followed by 372,400 of the selected audience, and a pregnancy and baby development information website, Zwitsal Baby Corner, which is followed by 321,800 of the selected audience.
How can C Small Solutions help with clothing and shoes 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 business.
This data was based on activity of Facebook users in Indonesia from August to September 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.
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