According to a survey on social media usage in Indonesia conducted in February 2022, Facebook was the most used social media platform among Indonesian users, as stated by approximately **** percent of respondents. Instagram came in second place, with almost ** percent of respondents using the platform. Indonesia’s digital environment Indonesia is one of the leading mobile-first nations in Asia, boasting more than *** million smartphone users as of 2022. As mobile internet penetration grows across the country, the demand for affordable data prices, greater coverage, and improved quality of service is also increasing. In 2021, 5G mobile technology was launched and gradually introduced in Indonesia. Telkomsel was the first Indonesian internet provider to have rolled out commercial 5G services in some areas of the country, followed by Indosat (IOH) and XL. These operators are now working to expand their 5G data service coverage across the country. Social media as a marketing tool Social media is no longer limited to personal use; many businesses have incorporated social media into their business operations. Having an influencer marketing or social commerce strategy is now considered key in a country with an average daily time spent on social media reaching up to * hours and ** minutes. A recent survey found that around ** percent of social media users in Indonesia would search for more information on the brand or product being endorsed when exposed to influencer marketing content.

The number of Twitter users in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 1.4 million users (+6.14 percent). After the ninth consecutive increasing year, the Twitter user base is estimated to reach 24.25 million users and therefore a new peak in 2028. Notably, the number of Twitter users of was continuously increasing over the past years.User figures, shown here regarding the platform twitter, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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 150 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 Twitter users in countries like Malaysia and Singapore.

With a penetration rate of around ** percent, Whatsapp was the most used social network in Indonesia. However, all the other widely known social media platforms such as Instagram and Facebook also enjoy a high penetration rate, making Indonesia one of the largest social media markets in the world. Social media in Indonesia The increasing number of internet users and the increasing affordability of smartphones has successfully changed the social media environment in Indonesia. A large share of Indonesians use smartphones for almost everything, making their daily lives more convenient For most Indonesians, social media is a convenient way to contact families in remote locations of the archipelago; it allows them to continuously interact with friends, and it keeps them up-to-date with the daily news. There are quite a few who suspect that the congestion in large cities and the associated waiting times have led to social platforms enjoying ever greater popularity. The downside of social media With social media being one of the leading news sources in Indonesia, it has the power to shape public perception, sometimes negatively. The country is highly vulnerable to online hoaxes, which led the government to take action in 2019. Following electoral riots, authorities temporarily restricted access to major platforms like YouTube, WhatsApp, Facebook, and Instagram to curb the spread of fake news.

The number of Facebook users in Indonesia was forecast to continuously decrease between 2024 and 2028 by in total 20 million users (-11.04 percent). According to this forecast, in 2028, the Facebook user base will have decreased for the fifth consecutive year to 161.16 million users. User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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 150 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 Facebook users in countries like Thailand and Vietnam.

The number of Instagram users in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 5.3 million users (+4.25 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 129.83 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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 150 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 Instagram users in countries like Philippines and Thailand.

The number of WhatsApp users in Indonesia was forecast to continuously increase between 2024 and 2029 by in total 7.3 million users (+5.83 percent). After the ninth consecutive increasing year, the WhatsApp user base is estimated to reach 132.49 million users and therefore a new peak in 2029. Notably, the number of WhatsApp users of was continuously increasing over the past years.User figures, shown here regarding the platform whatsapp, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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 150 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 WhatsApp users in countries like Vietnam and Malaysia.

89 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 2,098 consumers.Access millions of exclusive survey results with Statista Consumer Insights.

According to a survey on digital news conducted in Indonesia between January and February 2024, ** 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 ** percent and ** percent of respondents, respectively.

A 2023 survey conducted in Indonesia found that more than **** of Generation Z respondents frequently used Instagram. Furthermore, about ** percent of female respondents used TikTok frequently, compared to ** percent of male respondents.

According to a survey on the most-viewed content formats on social media conducted in Indonesia in June 2023, approximately ** percent of Indonesian respondents stated that they enjoyed watching TikTok videos. Meanwhile, ** percent of them stated that they enjoyed watching Instagram posts.   Exploring video content trends and advertising impact in Indonesia  From music to video tutorials, videos have become the most popular visual medium on the internet. In 2023, almost every Indonesian watched online videos weekly. Video advertising, whether from trusted brands or influencers, has also increased in recent years and caught consumers’ attention. A recent study revealed that the most influential advertisements for Indonesians were those made by well-known brands compared to influencers. In addition, Indonesian consumers will be more likely to click on ads on social media when the content is relevant to them. The changing face of social media: Trends in Indonesia's online landscape From the era of Vine to the rise of TikTok, short video memes became the core of social media content. These memes have since been adopted by other popular social media platforms such as Instagram, YouTube, and Facebook. As of 2023, it is estimated that more than *** million people are TikTok users in Indonesia. However, TikTok’s dominance does not overshadow the significance of Facebook. Although Facebook users are gradually declining in Indonesia, it still has the largest market share among social media platforms, especially on mobile phones and tablets.

According to a survey conducted in Indonesia, 58.3 percent of respondents stated that they loved reading current news from social media. Indonesians accessed current news through both news broadcasts on television and news articles on online news media.

News consumption  

Although TV news channels may still be the main source of news for most Indonesians, many of them have also taken advantage of the digitalization of news media in the country. In addition, the upward sloping trend of smartphone ownership, as well as mobile internet penetration, in the last years may have prompted more Indonesians to access news online at their convenience. Among Indonesian social media users, Facebook was considered to be the most informative social media platform. As of the first quarter of 2019, the main reason for reading news in Indonesia was to stay informed about both world and local affairs.

 Hoaxes and misinformation problems   

The changing way people consumed news in Indonesia, shifting towards online media such as social media, came with its consequences. Depending on their education background and exposure to hoax and misinformation, some Indonesians were still relatively prone to fall prey to them. According to a survey on hoaxes in Indonesia, over half of its respondents stated that they had difficulty in detecting hoaxes.

In 2024, Facebook had the largest market share among other social media platforms in Indonesia, at around ** percent. However, Facebook's popularity may soon be outpaced by other social media platforms due to growing competition. Indonesia’s social media landscape With active social media users of more than *** million, Indonesia ranked fourth among the countries with the highest number of social media users worldwide. As of the third quarter of 2024, WhatsApp had the largest social media penetration rate in Indonesia of about ** percent. Other social media platforms such as Instagram and Facebook are also gaining popularity as an increasing number of Indonesian social media users are actively using those platforms. Social media for business purposes The use of social media is no longer limited to communicating and interacting with friends and family. Many businesses have turned to social media as part of their marketing strategies. One of these strategies includes collaborating with an influencer to promote their products and increase their customer reach. A recent finding revealed that ** percent of Indonesian social media users had purchased an item because of influencer endorsement. Trust in the influencer and being convinced by their promotions are among the leading reasons for purchasing endorsed products.

This statistic gives information on the most popular social networks according to internet users in Indonesia as of August 2012. During the survey, it was found that in the last week 11 percent of internet users in Indonesia had used YouTube.

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.

A survey conducted in the third quarter of 2024 in Indonesia revealed that keeping in touch with friends and family was the most popular reason for using social media among Indonesian internet users, as stated by around 60.5 percent of respondents. Meanwhile, around 26 percent of them stated that they used social media to avoid missing out on things.

The number of social media users in Indonesia was forecast to continuously increase between 2024 and 2029 by in total 47.3 million users (+23.18 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 251.36 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 150 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.

"Liked posts by other users or followed people" and "Sent private messages" are the top two answers among Indonesian consumers in our survey on the subject of "Most common social media activities".The survey was conducted online among 2,080 respondents in Indonesia, in 2024. Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than 2,000,000 interviews.

In 2023, Instagram was by far the most popular social network application in Indonesia. That year, Instagram was downloaded about 57.5 million times. Facebook came in second place, with total downloads of around 56 million in the same year.

As of November 2024, Android users in Indonesia spent an average of ** hours and ** minutes per month on TikTok, making it the most used social media apps in Indonesia. YouTube came in second, with an average monthly usage of ** hours and **** minutes.

According to a survey on influencer marketing conducted in Indonesia, Instagram was the leading social media platform for influencer marketing campaigns with a share of almost 70 percent as of October 2022. Meanwhile, Facebook accounted for the least share with around 0.2 percent.