The number of social media users in Indonesia was forecast to continuously increase between 2024 and 2029 by in total **** million users (+***** percent). After the ninth consecutive increasing year, the social media user base is estimated to reach ****** million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of social media users in countries like Vietnam and Thailand.

As of the third quarter of 2024, the majority of internet users in Indonesia followed accounts owned by friends, family, or people they know on social media. Meanwhile, 35.1 percent of Indonesian internet users followed social media accounts of actors, comedians, or other performers.

According to a survey on social commerce conducted by Rakuten Insight in 2023, approximately ** percent of respondents answered that they used TikTok for purchases during the last 12 months. The same survey indicated that around ** percent of Indonesian consumers regularly shopped on social media.

In 2020, 66 percent of the population in Indonesia accessed social media. This share is forecasts to reach about 82 percent by 2026. As of July 2021, Facebook had the largest market share among other social media platforms in Indonesia, with a market share of about 70 percent.

** percent of Indonesian respondents answer our survey on "Most used social media platforms by type" with "Instant messengers (e.g., WhatsApp, Facebook Messenger, WeChat)". The survey was conducted in 2023, among ***** consumers.Access millions of exclusive survey results with Statista Consumer Insights.

Youth is becoming the centre of attention among political debate in East and South Asia. The present study examined the role of youth in shaping the political structure and their political participation through social media. The public sphere is considered as an integral part of democracy; a social space in which citizens are able to engage in political activities pertinent to the public interest. However, nowadays it has become common among the public to discuss political matters in public places. This quantitative study is limited to Pakistan and Indonesia. The data were collected through a semi-structured interview schedule and a sample of 400 respondents was chosen for the purpose. The finding of this study suggests that youth has a significant role in political structure, they are frequently discussing political matters on the social media to sensitize the public and role of youth has changed the political scenario of both countries.

The Indonesia Digital Media Market Report is Segmented by Content Format (Digital Music, E-Publishing, Digital Video Games, and More), Revenue Model (Subscription, Advertising-Supported, Pay-Per-View, and More), Device Type (Smartphones, Tablets, and More), Age Group (<18, 18-34, 35-54, and ≥55 Years), and Region. The Market Forecasts are Provided in Terms of Value (USD).

According to a survey on social commerce conducted in 2022, ** percent of Indonesian respondents between 18 to 25 years stated that they intended to use TikTok Shop to buy products or services in the future. The same survey indicated that *** percent of Indonesian consumers did not intend to use any social media platforms for future purchases.

The COVID-19 pandemic has increased the use of social media platforms like WhatsApp in Indonesia, where misinformation about the virus and vaccines has circulated. This study focuses on the impact of misinformation on citizen engagement in COVID-19 vaccination activities in the capital city of Jakarta, Indonesia. A survey was conducted among residents aged 18–59, and the collected data underwent validity and reliability tests. The findings revealed that many respondents received false information on WhatsApp, but they recognized its inaccuracy. Close friends frequently discussed the information, which contained incendiary statements. However, it did not significantly influence their attitudes or principles regarding vaccination. The study concluded that misinformation on WhatsApp correlated with citizen engagement in vaccination activities, but its impact was relatively minimal, explaining only 21.7% of the variation in participation. Other factors beyond misinformation likely play a significant role in shaping individuals' attitudes and behaviors toward vaccination. These findings emphasize the importance of addressing vaccine misinformation and promoting accurate information on social media platforms. Efforts should be made to combat disseminating false information and endorse reliable sources. Public health authorities and policymakers should collaborate to develop strategies to counter misinformation and build public trust in vaccines.

Indonesia online advertising and digital media market valued at USD 5 Bn, driven by internet penetration and e-commerce growth, with social media leading segments.

Indonesia Digital Advertising Market Size was valued at USD 6.66 Billion in 2024 and is projected to reach USD 15.35 Billion by 2032, growing at a CAGR of 11 % from 2026 to 2032. The Indonesia digital advertising market is driven by rapid internet and smartphone penetration, with a growing young population highly active on social media platforms. The shift from traditional to digital media, especially among urban consumers, boosts demand for targeted and measurable advertising solutions. Additionally, increased e-commerce activity and government support for digital infrastructure further propel market growth. Brands are leveraging data-driven marketing, influencer collaborations, and localized content to connect with diverse audiences more effectively.

According to a survey on digital news conducted in Indonesia between January and February 2024, 46 percent of respondents stated that they used WhatsApp as a news source. Other popular social media platforms for consuming news were YouTube and Facebook, which were used by 41 percent and 35 percent of respondents, respectively.

Consumers' dependence on product reviews provided by other consumers makes consumers make social media influencers (SMI) a source of information and reference before purchasing products. The influence of SMI on their followers has led many beauty marketers to use social media influencers to communicate their products.

According to a survey on social commerce conducted by Rakuten Insight in Indonesia in 2023, ** percent of female and ** percent of male respondents answered they had bought clothing articles using social media. The same survey indicated that around ** percent of Indonesian consumers regularly shopped on social media.

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There were 92 596 800 Instagram users in Indonesia in December 2024, which accounted for 32.5% of its entire population. The majority of them were women - 53.5%. People aged 25 to 34 were the largest user group (39 000 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 12 000 000.

Abstract

The World Bank conducted an in-depth analysis of the digital economy in Indonesia through the Digital Economic Household Survey (DEHS). The plan to survey 6,600 households was disrupted due to the pandemic. Thus, the DEHS dataset contains 3,063 households (HHs) out of planned 6,600 HHs (46%) from 311 enumeration areas (EAs) out of the planned 660 EAs.

The datasets contain household and individual data. Separate data files are provided for particular modules containing matrix-style questions. All household-level datasets contain the variable "hhid" as household identifier, whereas individual-level datasets contain both "hhid" and "hh_memberid" to identify individuals. These variables can be used for merging purposes across data files.

There are 6 modules available in these dataset: Module 1 contains general household-level information, including demographics, dwelling and ICT device usage. Module 2 asks on internet access and use, including device ownership, social media use, internet affordability, side effects and digital skills. Module 3 contains information related to service delivery, including government services, social assistance, education and health. Module 5 probes information related to household e-commerce activities as buyers and digital on-demand services. Module 6 focuses on use of digital finance in the household. Lastly, Module 9 collects information related to household enterprise activities, which includes e-commerce activities as sellers.

Geographic coverage

The survey is representative of major island regions in Indonesia (Sumatera, Java, Nusa Tenggara, Kalimantan, Sulawesi, Maluku, Papua).

Analysis unit

Individual, Household

Sampling procedure

The survey uses Stratified Four-Stage PPES (Probability Proportional to Estimated Size) Sampling. As Primary Sampling Units (PSUs), districts in each region were stratified into 'rural' or 'urban'. Villages are Secondary Sampling Units (SSUs), while hamlets and households are Tertiary Sampling Units (TSUs) and Ultimate Sampling Units (USUs), respectively. Eligible villages are defined as villages with internet signal, regardless of the quality of the signal (4G, 3G, or 2.5G), based on Podes 2018 data.

Sampling deviation

The survey did not deviate from its sample design. However, the survey was unable to obtain its full sample (only 3,063 out of 6,600 households) due to early termination of the survey because of COVID-related restrictions.

Mode of data collection

Computer Assisted Personal Interview [capi]

Research instrument

The DEHS questionnaire includes the following modules:

Module 1: General Information (01_DEHS_Questionnaire_General_Module_final_070620_eng.pdf) Module 2: Internet Access and Use (02_DEHS_Questionnaire_internet_access_and_use_final_070620_eng.pdf) Module 3: Service Delivery (03_DEHS_Questionnaire_Service_Delivery_final_070620_eng.pdf) Module 5: E-commerce (05_DEHS_Questionnaire_e_Commerce_final_070620_eng.pdf) Module 6: Finance (06_DEHS_Questionnaire_Finance_final_070620_eng.pdf) Module 9: HH Enterprise (09_DEHS_Questionnaire_HH_Enterprise_final_070620_eng.pdf)

Note: The initial survey design also included module 7 (last mile internet service delivery) and module 8 (community retail price). However, both modules were ultimately dropped in order to save enumeration time, and reduce respondent fatigue.

This mixed-methods (qualitative/quantitative) research project seeks in-depth understanding of determinants of effectiveness of depolarizing efforts of individual social media influencers in three different cultural contexts (India, Indonesia and Iraq). We will bring together an international and multidisciplinary (political anthropology/data science) project team in which academics and an NGO collaborate to deliver cutting-edge scientific insights and ensure their immediate translation into recommendations for policy and practices with impact on the lives of people across the globe.

As of January 2021, 14.8 percent of female social media users and approximately 19.3 percent of male social media users in Indonesia were between the ages of 25 and 34 years old. The 13 to 44 year old age group has the largest share of audience and is most notable for marketers who plan on reaching out to them.

As of February 2025, South Korea had the highest social media penetration rate in the Asia-Pacific region, at around 95 percent. This was followed closely by Singapore with about 88 percent. In comparison, Afghanistan had a social media penetration rate of around 9.4 percent that year. Social media in APAC While Taiwan, Singapore, and Malaysia have relatively high social media penetration rates, the number of active social media users in the Asia-Pacific region paints a very different picture. China dominates the Asia-Pacific (APAC) region in terms of the number of active social media users, surpassing the one-billion mark. This far exceeds the number of users in second-placed India. In comparison, during the same period, South Korea had about 48.9 million social media users, while Singapore had only around 5.2 million.  What are the most popular social networks? Facebook boasted an enormous number of monthly active users in the Asia-Pacific region, cementing itself as a firm favorite among Asia-Pacific social media users. While global platforms like Facebook, Instagram, X (Twitter), and YouTube enjoy widespread popularity across the region, many markets have their own preferences for local social media platforms due to cultural relevance, government censorship, and tailored features. For instance, in China, WeChat dominates as an all-in-one app for messaging, payments, and social networking, while Douyin, the Chinese version of TikTok, has the highest monthly active users among short-form video apps in China. In South Korea, KakaoTalk is widely used for messaging, as well as integrated services like mobile payments, gaming, and even ride-hailing. KakaoTalk’s monthly active users in South Korea has consistently increased in the past years.