A data profile of the people who buy, follow and care about Do it yourself (DIY) in Indonesia — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 6,421,572 people in Indonesia.
The average Do it yourself (DIY) fan in Indonesia is 36.9 years old, more male, and lives primarily in West Java.
The audience is concentrated in West Java, East Java, Central Java.
Top brand affinities include Hardware store, Bedroom, Ace Hardware, with strongest over-indexing on Hardware store (22.03× the country average).
Demographically, the Do it yourself (DIY) audience skews more male with an average age of 36.9, 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 27 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in Indonesia is more male, around 36.9 years old, with strong Individualism tendencies and a notable affinity for Hardware store.
The key figures that characterise the Do it yourself (DIY) profile in Indonesia.
43.9% are female, 56.1% are male, average age 36.9.
| Metric | Value |
|---|---|
| Female | 43.9% |
| Male | 56.1% |
| Average age | 36.9 |
| Estimated audience size | 6,421,572 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 29% | |
| 30-39 | 25% | |
| 40-49 | 18% | |
| 50+ | 11% |
of the worldwide Do it yourself (DIY) audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Central Sulawesi | ~60K | 1.03× | |
| 02 | Central Kalimantan | ~50K | 1.03× | |
| 03 | Bangka-Belitung Islands | ~30K | 1.02× | |
| 04 | North Maluku | ~20K | 1.02× | |
| 05 | South Sulawesi | ~200K | 1.01× | |
| 06 | Riau | ~200K | 1.01× | |
| 07 | Special Region of Yogyakarta | ~100K | 1.01× | |
| 08 | East Kalimantan | ~100K | 1.01× | |
| 09 | Aceh | ~90K | 1.01× | |
| 10 | South Kalimantan | ~80K | 1.01× | |
| 11 | Banten | ~300K | 1.00× | |
| 12 | Lampung | ~100K | 1.00× | |
| 13 | Bali | ~100K | 1.00× | |
| 14 | West Sumatra | ~100K | 1.00× | |
| 15 | West Kalimantan | ~90K | 1.00× | |
| 16 | East Nusa Tenggara | ~70K | 1.00× | |
| 17 | North Sumatra | ~300K | 0.99× | |
| 18 | Central Java | ~600K | 0.98× | |
| 19 | Jakarta | ~500K | 0.98× | |
| 20 | East Java | ~700K | 0.97× | |
| 21 | West Java | ~1M | 0.95× | |
| 22 | South Sumatra | 0.00× | ||
| 23 | Gorontalo (disambiguation)(2) | 0.00× | ||
| 24 | Jambi | 0.00× | ||
| 25 | North Sulawesi | 0.00× | ||
| 26 | Riau Islands | 0.00× | ||
| 27 | Southeast Sulawesi | 0.00× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hardware store | Home & Garden | 22.03× | ||
| 02 | Ace Hardware | Home & Garden | 8.30× | ||
| 03 | High-net-worth individual | Business & Career | 4.17× | ||
| 04 | Bedroom | Home & Garden | 4.02× | ||
| 05 | Kitchenware | Home & Garden | 3.88× | ||
| 06 | Bedroom furniture | Home & Garden | 3.85× | ||
| 07 | Living room | Home & Garden | 3.65× | ||
| 08 | First-time home buyer grant | Home & Garden | 3.55× | ||
| 09 | IKEA | Home & Garden | 3.15× | ||
| 10 | Property finder | Home & Garden | 2.80× | ||
| 11 | Home repair | Home & Garden | 2.64× | ||
| 12 | Baby powder | Kids & Family | 2.57× | ||
| 13 | Purchase discount | Shopping | 2.46× | ||
| 14 | Alfamart | Food & Beverages | 2.42× | ||
| 15 | Housing estate | Home & Garden | 2.42× | ||
| 16 | Online marketplace | Internet & Social Media | 1.95× | ||
| 17 | Real estate | Business & Career | 1.78× | ||
| 18 | Home Appliances | Home & Garden | 1.67× | ||
| 19 | Furniture | Home & Garden | 1.66× | ||
| 20 | Business | Business & Career | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.87× | |
| Need for Security | CONSERVATISM | 1.87× | |
| Healthy Lifestyle | BALANCE | 1.79× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.65× | |
| Patriotism | CONSERVATISM | 0.98× | |
| Early Adopter Mentality | POWER | 0.99× |
Do it yourself (DIY) has an estimated audience of 6,421,572 people in Indonesia, concentrated in West Java and East Java.
43.9% of Do it yourself (DIY) fans are female, 56.1% are male, with an average age of 36.9 years.
Do it yourself (DIY) fans show strongest brand affinity for Hardware store (22.03×), Bedroom (4.02×), and Ace Hardware (8.3×) over the country average.
Do it yourself (DIY) fans in Indonesia are most concentrated in West Java (reach ~1M), East Java (reach ~700K), and Central Java (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Bedroom (4.02×), Ace Hardware (8.3×), Kitchenware (3.88×), and Business (1.62×) 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 Do it yourself (DIY). 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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