A data profile of the people who buy, follow and care about E-books in Indonesia — modelled from more than twelve digital signal sources. E-books has an estimated audience of 3,015,886 people in Indonesia.
The average E-books fan in Indonesia is 34.9 years old, balanced, and lives primarily in East Java.
The audience is concentrated in East Java, West Sumatra, West Java.
Top brand affinities include Wattpad, Web fiction, Google Books, with strongest over-indexing on Wattpad (1.98× the country average).
Demographically, the E-books audience skews balanced with an average age of 34.9, and over-indexes on personality traits such as Individualism, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical E-books fan in Indonesia is balanced, around 34.9 years old, with strong Individualism tendencies and a notable affinity for Wattpad.
The key figures that characterise the E-books profile in Indonesia.
50.9% are female, 49.1% are male, average age 34.9.
| Metric | Value |
|---|---|
| Female | 50.9% |
| Male | 49.1% |
| Average age | 34.9 |
| Estimated audience size | 3,015,886 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 32% | |
| 30-39 | 22% | |
| 40-49 | 15% | |
| 50+ | 9% |
of the worldwide E-books audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 19.9% |
| China | 6.0% |
| Japan | 5.9% |
Where the E-books audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Sumatra | ~300K | 5.28× | |
| 02 | Bengkulu | ~60K | 2.27× | |
| 03 | North Sumatra | ~200K | 1.55× | |
| 04 | Jambi | ~50K | 1.53× | |
| 05 | Riau | ~100K | 1.48× | |
| 06 | South Sumatra | ~100K | 1.36× | |
| 07 | East Nusa Tenggara | ~40K | 1.36× | |
| 08 | Aceh | ~50K | 1.28× | |
| 09 | Lampung | ~70K | 1.15× | |
| 10 | Bangka-Belitung Islands | ~10K | 0.99× | |
| 11 | West Kalimantan | ~40K | 0.95× | |
| 12 | West Nusa Tenggara | ~30K | 0.93× | |
| 13 | East Java | ~300K | 0.87× | |
| 14 | South Sulawesi | ~80K | 0.87× | |
| 15 | Gorontalo (disambiguation)(2) | ~10K | 0.86× | |
| 16 | Southeast Sulawesi | ~20K | 0.85× | |
| 17 | West Papua | ~8K | 0.85× | |
| 18 | Central Java | ~200K | 0.81× | |
| 19 | West Sulawesi | ~10K | 0.80× | |
| 20 | North Kalimantan | ~8K | 0.80× | |
| 21 | North Sulawesi | ~30K | 0.79× | |
| 22 | Central Kalimantan | ~20K | 0.77× | |
| 23 | Special Region of Yogyakarta | ~40K | 0.74× | |
| 24 | North Maluku | ~8K | 0.73× | |
| 25 | East Kalimantan | ~30K | 0.71× | |
| 26 | Central Sulawesi | ~20K | 0.71× | |
| 27 | Papua (province) | ~10K | 0.70× | |
| 28 | South Kalimantan | ~30K | 0.69× | |
| 29 | Maluku | ~9K | 0.69× | |
| 30 | Riau Islands | ~20K | 0.60× | |
| 31 | Banten | ~70K | 0.59× | |
| 32 | West Java | ~200K | 0.52× | |
| 33 | Bali | ~30K | 0.52× | |
| 34 | Jakarta | ~100K | 0.41× |
The strongest cross-interests of the E-books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Wolf of Wall Street (2013 film) | Movies & TV | 2.50× | ||
| 02 | Wattpad | Internet & Social Media | 1.98× | ||
| 03 | Stream TV | Movies & TV | 1.96× | ||
| 04 | Plastic bag | Home & Garden | 1.92× | ||
| 05 | Stony Brook University | Business & Career | 1.89× | ||
| 06 | Web fiction | Literature | 1.86× | ||
| 07 | Pride & Prejudice (2005 film) | Movies & TV | 1.71× | ||
| 08 | Julia Perez | Movies & TV | 1.67× | ||
| 09 | Krisdayanti | Politics & Society | 1.65× | ||
| 10 | sophie paris | Shopping | 1.63× | ||
| 11 | Non-fiction books | Literature | 1.61× | ||
| 12 | Asma Nadia | Literature | 1.58× | ||
| 13 | Financial statement | Business & Career | 1.58× | ||
| 14 | Testimonial match | Sports | 1.57× | ||
| 15 | Google Books | Literature | 1.55× | ||
| 16 | Corset | Fashion & Accessoires | 1.55× | ||
| 17 | Son | Kids & Family | 1.53× | ||
| 18 | Tajwid | Politics & Society | 1.52× | ||
| 19 | Kabul | Travel & Leisure | 1.52× | ||
| 20 | detikhot | News | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.04× | |
| Risk Appetite | THRILL | 0.97× | |
| Need for Security | CONSERVATISM | 0.88× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.48× | |
| Travelling | THRILL | 0.56× | |
| Design Affinity | PREMIUM | 0.59× |
E-books has an estimated audience of 3,015,886 people in Indonesia, concentrated in East Java and West Sumatra.
50.9% of E-books fans are female, 49.1% are male, with an average age of 34.9 years.
E-books fans show strongest brand affinity for Wattpad (1.98×), Web fiction (1.86×), and Google Books (1.55×) over the country average.
E-books fans in Indonesia are most concentrated in East Java (reach ~300K), West Sumatra (reach ~300K), and West Java (reach ~200K). These three regions account for the largest share of the active audience.
Beyond E-books itself, the audience over-indexes on Web fiction (1.86×), Google Books (1.55×), Non-fiction books (1.61×), and Corset (1.55×) 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 E-books. 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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