C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Indonesian Facebook users interested in food and beverage 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 use Facebook regularly – the country has approximately 125 million monthly active users. Of these users, around 55 million express interest in food and beverage products.
The following target audience analysis identifies core segments of Facebook users in Indonesia who are interested in food and beverage products, illustrating where the audience is, their demographic and professional details, and their online habits.
Where are Facebook users interested in food and beverages in Indonesia?
Of the 28.9 million geolocatable users interested in food and beverage products in Indonesia, 24% are located in West Java, followed by East Java at 14.3%. Other predominant regions in which the targeted audience are located include Jakarta, Central Java, and North Sumatra Provinces.
Age and gender of the audience interested in food and beverages
The slight majority of the target audience are women at 51% (versus men at 49%). Women are over-represented in this audience when compared to Facebook users in Indonesia overall, which has a 56/44 male/female split.
The most significant group is of males aged 25-34, who make up 20.4% of the total audience, closely followed by women of the same age group (19.9% of the audience). This means that women and men between the ages of 25-34 interested in food and beverage products are the core segment to target with relevant content.
How the target audience use 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.
Communications SolutionsIt is essential to tailor ads to mobile devices. According to Facebook data, over 90% of the target audience accessed the platform using a mobile device only in the past month. Compatibility issues should be taken into consideration when creating relevant content, as 90.6% of the audience uses an Android device and only 2.8% use an iPhone.
According to Facebook Insights, the Facebook family of apps and services (including Facebook, Facebook Messenger, and Instagram) is the most visited site or app among 18–34 year old food shoppers in Indonesia using their mobile devices in-store while shopping for food. Mobile is also being used for food purchasing and product decision-making, as 57% of 18–34 year olds in Indonesia are now using mobile to make food purchases, and 75% of them say mobile content plays a role in helping them decide which new food product to buy.
Also, one in two 18-34 year old Indonesians who use social media to decide what new product to buy say that advertisements in their Instagram or Facebook feeds help them make a decision, and 84% of them say that they have purchased a food product after seeing a post on social media. Social media is also popular amongst Indonesians for posting food-related content – 64% of 18–34-year-old food shoppers in Indonesia post or share food-related content on social media.
Education and livelihoods of the target audience
The target audience are more likely to have attended university than not – 62.3% have been educated to an undergraduate level or higher, as illustrated by the graph below. The top roles that they currently work in are in administrative services (24%), sales (20%), and management (19%).
Age and gender of a segment who went to university
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 attended university, to an undergraduate level or higher, include an undergraduate educational information consultancy, Informasi Beasiswa S1 S2 S3 Dalam Negeri dan Luar Negeri, which is followed by 447,500 of the audience, and a fast food restaurant, KFC, which is followed by 409,500 of the audience. Other relevant pages include Sideline, a clothing brand, and Cinema XXI, the largest cinema group in Indonesia.
How can C Small Solutions help with food and beverages 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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