Rascasse Audience Intelligence

Department store Audience in Indonesia

A data profile of the people who buy, follow and care about Department store in Indonesia — modelled from more than twelve digital signal sources. Department store has an estimated audience of 2,424,700 people in Indonesia.

#29among Touchpoint in Indonesia
#28in Shopping

The average Department store fan in Indonesia is 33.7 years old, more female, and lives primarily in West Java.

The audience is concentrated in West Java, Jakarta, East Java.

Top brand affinities include Men's clothing, Clothing, Alfamart, with strongest over-indexing on Men's clothing (2.25× the country average).

Demographically, the Department store audience skews more female with an average age of 33.7, and over-indexes on personality traits such as Individualism, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.

The typical Department store fan in Indonesia is more female, around 33.7 years old, with strong Individualism tendencies and a notable affinity for Men's clothing.

Category: Shopping · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Department store profile in Indonesia.

Audience size
2.4M
in Indonesia
Gender
57.4%♀
42.6% male
Age
33.7
average years
Country rank
#856
Touchpoint in Indonesia
Fig. 01

Search interest · 12-month trend

-38%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Department store fans

57.4% are female, 42.6% are male, average age 33.7.

Fig. 02

Gender split

57.4%
Female
42.6%
Male
Demographic split for Department store audience in Indonesia
MetricValue
Female57.4%
Male42.6%
Average age33.7
Estimated audience size2,424,700
Fig. 03

Age distribution

Ø 33.7
average years
Age distribution of the Department store audience in Indonesia
Age bracketShare%
16-1923%
20-2935%
30-3920%
40-4913%
50+8%
Fig. 04

Worldwide distribution

1.3%

of the worldwide Department store audience comes from Indonesia.

Worldwide audience distribution share by country for Department store
CountryShare
United States17.6%
China12.0%
Japan11.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Indonesia average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Department store audience in Indonesia is strongest.

Fig. 05

Top regions by affinity

Department store fans by region: top regions in Indonesia
#RegionReachAffinity×
01Bali~100K2.25×
02Jakarta~400K2.11×
03Banten~100K1.44×
04West Kalimantan~50K1.28×
05Special Region of Yogyakarta~50K1.16×
06West Java~400K1.11×
07Bangka-Belitung Islands~10K1.07×
08West Papua~8K1.06×
09Riau Islands~30K1.03×
10West Sulawesi~10K1.02×
11Papua (province)~10K1.01×
12East Java~300K1.00×
13Gorontalo (disambiguation)(2)~10K1.00×
14North Maluku~8K0.99×
15North Kalimantan~8K0.99×
16Maluku~10K0.97×
17North Sulawesi~30K0.96×
18Bengkulu~20K0.96×
19Central Kalimantan~20K0.96×
20South Kalimantan~30K0.95×
21Southeast Sulawesi~20K0.95×
22Lampung~50K0.94×
23Jambi~30K0.94×
24Central Sulawesi~20K0.94×
25West Sumatra~40K0.93×
26West Nusa Tenggara~30K0.93×
27East Kalimantan~40K0.92×
28East Nusa Tenggara~20K0.92×
29Central Java~200K0.91×
30Aceh~30K0.89×
31Riau~50K0.88×
32South Sumatra~50K0.87×
33South Sulawesi~60K0.86×
34North Sumatra~100K0.85×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Department store audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Department store audience
#·InterestCategoryAffinity×
01HypermarketShopping3.47×
02AlfamartFood & Beverages3.13×
03FamilyMartShopping2.89×
04Convenience storeFood & Beverages2.81×
05Baby powderKids & Family2.81×
06SupermarketShopping2.68×
07Wedding receptionKids & Family2.47×
08Toko BajuShopping2.39×
09Men's clothingFashion & Accessoires2.25×
10WomanKids & Family2.25×
11ShawlFashion & Accessoires2.22×
12TunicFashion & Accessoires2.13×
13Home shoppingShopping2.11×
14IndomaretFood & Beverages1.93×
15DesignHome & Garden1.68×
16Fitness and wellnessSports1.60×
17Southeast AsiaTravel & Leisure1.56×
18ClothingFashion & Accessoires1.54×
19BeautyBeauty & Wellness1.52×
20JakartaTravel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Department store audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Department store audience · What stands out
TraitClusterDeviationScore
IndividualismJOY2.89×
PatriotismCONSERVATISM2.05×
Need for SecurityCONSERVATISM1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Department store audience · Rather not
TraitClusterDeviationScore
TravellingTHRILL1.00×
Design AffinityPREMIUM1.05×
Risk AppetiteTHRILL1.15×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Department store have in Indonesia?

Department store has an estimated audience of 2,424,700 people in Indonesia, concentrated in West Java and Jakarta.

02

What is the gender split and age of Department store fans?

57.4% of Department store fans are female, 42.6% are male, with an average age of 33.7 years.

03

Which brands do Department store fans like most?

Department store fans show strongest brand affinity for Men's clothing (2.25×), Clothing (1.54×), and Alfamart (3.13×) over the country average.

04

Where do Department store fans live in Indonesia?

Department store fans in Indonesia are most concentrated in West Java (reach ~400K), Jakarta (reach ~400K), and East Java (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Department store fans also like?

Beyond Department store itself, the audience over-indexes on Clothing (1.54×), Alfamart (3.13×), Fitness and wellness (1.6×), and Beauty (1.52×) compared to the Indonesia average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in Indonesia

See Department store audiences in other countries

How to read this data

Audience size is the estimated number of people in Indonesia who actively search for Department store. 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.

About this audience profile

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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