A data profile of the people who buy, follow and care about Household in Indonesia — modelled from more than twelve digital signal sources. Household has an estimated audience of 2,817,392 people in Indonesia.
Household has an estimated audience of 2,817,392 people in Indonesia. 56.8% are female, 43.2% are male, average age 36.7. Top brand affinities: Do it yourself (DIY), Kitchenware, Traveloka, Bedroom furniture, Online food ordering.
Top brand affinities include Do it yourself (DIY), Kitchenware, Traveloka, with strongest over-indexing on Do it yourself (DIY) (2.32× the country average).
Demographically, the Household audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
The typical Household fan in Indonesia is more female, around 36.7 years old, with strong Quality Awareness tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Household profile in Indonesia.
56.8% are female, 43.2% are male, average age 36.7.
| Metric | Value |
|---|---|
| Female | 56.8% |
| Male | 43.2% |
| Average age | 36.7 |
| Estimated audience size | 2,817,392 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 30% | |
| 30-39 | 26% | |
| 40-49 | 19% | |
| 50+ | 9% |
of the worldwide Household audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
The strongest cross-interests of the Household audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bedroom furniture | Home & Garden | 3.21× | ||
| 02 | Kitchenware | Home & Garden | 3.17× | ||
| 03 | First-time buyer | Shopping | 2.75× | ||
| 04 | High-net-worth individual | Business & Career | 2.69× | ||
| 05 | Family car | Cars & Mobility | 2.56× | ||
| 06 | Renovation | Home & Garden | 2.38× | ||
| 07 | Do it yourself (DIY) | Home & Garden | 2.32× | ||
| 08 | Retail banking | Business & Career | 2.28× | ||
| 09 | City car | Cars & Mobility | 2.25× | ||
| 10 | IKEA | Home & Garden | 2.17× | ||
| 11 | Online food ordering | Food & Beverages | 2.02× | ||
| 12 | First class travel | Travel & Leisure | 1.95× | ||
| 13 | Traveloka | Travel & Leisure | 1.94× | ||
| 14 | Business class | Travel & Leisure | 1.94× | ||
| 15 | Wedding Planners | Kids & Family | 1.75× | ||
| 16 | FamilyMart | Shopping | 1.72× | ||
| 17 | Anti-aging cream | Beauty & Wellness | 1.69× | ||
| 18 | Espresso | Food & Beverages | 1.57× | ||
| 19 | Bakery | Food & Beverages | 1.55× | ||
| 20 | Kebaya | Fashion & Accessoires | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.18× | |
| DIY Mentality | THRILL | 2.11× | |
| Design Affinity | PREMIUM | 2.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.77× | |
| Spirituality | BALANCE | 0.78× | |
| Creativity | OPEN | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Household. 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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