A data profile of the people who buy, follow and care about Boutiques in Indonesia — modelled from more than twelve digital signal sources. Boutiques has an estimated audience of 6,614,395 people in Indonesia.
The average Boutiques fan in Indonesia is 35.2 years old, more female, and lives primarily in West Java.
The audience is concentrated in West Java, Central Java, East Java.
Top brand affinities include Tunic, Kebaya, Skirt, with strongest over-indexing on Tunic (2.0× the country average).
Demographically, the Boutiques audience skews more female with an average age of 35.2, and over-indexes on personality traits such as Individualism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical Boutiques fan in Indonesia is more female, around 35.2 years old, with strong Individualism tendencies and a notable affinity for Tunic.
The key figures that characterise the Boutiques profile in Indonesia.
59.0% are female, 41.0% are male, average age 35.2.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 35.2 |
| Estimated audience size | 6,614,395 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 30% | |
| 30-39 | 23% | |
| 40-49 | 16% | |
| 50+ | 9% |
of the worldwide Boutiques audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 17.0% |
| Italy | 5.3% |
| Japan | 5.2% |
Where the Boutiques audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bali | ~500K | 3.57× | |
| 02 | West Nusa Tenggara | ~100K | 1.34× | |
| 03 | Special Region of Yogyakarta | ~100K | 1.22× | |
| 04 | Banten | ~300K | 1.15× | |
| 05 | West Java | ~1M | 1.11× | |
| 06 | Jakarta | ~600K | 1.11× | |
| 07 | South Sumatra | ~200K | 1.09× | |
| 08 | South Sulawesi | ~200K | 1.08× | |
| 09 | Riau Islands | ~80K | 1.08× | |
| 10 | Aceh | ~90K | 1.06× | |
| 11 | Southeast Sulawesi | ~50K | 1.03× | |
| 12 | Central Java | ~600K | 1.02× | |
| 13 | North Sumatra | ~300K | 1.00× | |
| 14 | Jambi | ~70K | 0.99× | |
| 15 | West Sulawesi | ~30K | 0.99× | |
| 16 | Bangka-Belitung Islands | ~30K | 0.98× | |
| 17 | Riau | ~200K | 0.97× | |
| 18 | South Kalimantan | ~80K | 0.97× | |
| 19 | West Papua | ~20K | 0.97× | |
| 20 | East Kalimantan | ~100K | 0.96× | |
| 21 | Central Kalimantan | ~50K | 0.96× | |
| 22 | North Kalimantan | ~20K | 0.96× | |
| 23 | West Sumatra | ~100K | 0.95× | |
| 24 | Bengkulu | ~50K | 0.95× | |
| 25 | Gorontalo (disambiguation)(2) | ~30K | 0.95× | |
| 26 | North Maluku | ~20K | 0.93× | |
| 27 | East Nusa Tenggara | ~70K | 0.92× | |
| 28 | Papua (province) | ~40K | 0.91× | |
| 29 | Maluku | ~30K | 0.91× | |
| 30 | Central Sulawesi | ~50K | 0.90× | |
| 31 | East Java | ~600K | 0.89× | |
| 32 | North Sulawesi | ~60K | 0.85× | |
| 33 | Lampung | ~100K | 0.84× | |
| 34 | West Kalimantan | ~80K | 0.81× |
The strongest cross-interests of the Boutiques audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Baju Kurung | Travel & Leisure | 2.07× | ||
| 02 | Tunic | Fashion & Accessoires | 2.00× | ||
| 03 | Zaskia Adya Mecca | Movies & TV | 1.93× | ||
| 04 | Web fiction | Literature | 1.78× | ||
| 05 | Kebaya | Fashion & Accessoires | 1.77× | ||
| 06 | Pampers | Kids & Family | 1.75× | ||
| 07 | Pajamas | Fashion & Accessoires | 1.74× | ||
| 08 | Skirt | Fashion & Accessoires | 1.71× | ||
| 09 | Baby powder | Kids & Family | 1.68× | ||
| 10 | Infant clothing | Kids & Family | 1.66× | ||
| 11 | Cardigan (sweater) | Fashion & Accessoires | 1.62× | ||
| 12 | Shawl | Fashion & Accessoires | 1.60× | ||
| 13 | Party dress | Fashion & Accessoires | 1.60× | ||
| 14 | Breastfeeding | Kids & Family | 1.59× | ||
| 15 | Infant bodysuit | Kids & Family | 1.57× | ||
| 16 | Foundation (cosmetics) | Beauty & Wellness | 1.52× | ||
| 17 | Mascara | Beauty & Wellness | 1.52× | ||
| 18 | Diaper bag | Kids & Family | 1.52× | ||
| 19 | Concealer | Beauty & Wellness | 1.52× | ||
| 20 | Infant bed | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.49× | |
| Need for Security | CONSERVATISM | 1.13× | |
| Risk Appetite | THRILL | 0.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.46× | |
| Social Media Usage | JOY | 0.49× | |
| Early Adopter Mentality | POWER | 0.56× |
Boutiques has an estimated audience of 6,614,395 people in Indonesia, concentrated in West Java and Central Java.
59.0% of Boutiques fans are female, 41.0% are male, with an average age of 35.2 years.
Boutiques fans show strongest brand affinity for Tunic (2.0×), Kebaya (1.77×), and Skirt (1.71×) over the country average.
Boutiques fans in Indonesia are most concentrated in West Java (reach ~1M), Central Java (reach ~600K), and East Java (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Boutiques itself, the audience over-indexes on Kebaya (1.77×), Skirt (1.71×), Shawl (1.6×), and Breastfeeding (1.59×) compared to the Indonesia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Boutiques. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Indonesia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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