A data profile of the people who buy, follow and care about Instagram in Indonesia — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 14,666,265 people in Indonesia.
The average Instagram fan in Indonesia is 33.8 years old, balanced, and lives primarily in West Java.
The audience is concentrated in West Java, East Java, Central Java.
Top brand affinities include Web fiction, Arranged marriage, with strongest over-indexing on Web fiction (1.66× the country average).
Demographically, the Instagram audience skews balanced with an average age of 33.8, and over-indexes on personality traits such as Risk Appetite, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 2 brand affinities and 34 regions tracked by Rascasse.
The typical Instagram fan in Indonesia is balanced, around 33.8 years old, with strong Risk Appetite tendencies and a notable affinity for Web fiction.
The key figures that characterise the Instagram profile in Indonesia.
47.9% are female, 52.1% are male, average age 33.8.
| Metric | Value |
|---|---|
| Female | 47.9% |
| Male | 52.1% |
| Average age | 33.8 |
| Estimated audience size | 14,666,265 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 32% | |
| 30-39 | 22% | |
| 40-49 | 13% | |
| 50+ | 8% |
of the worldwide Instagram audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 11.2% |
| China | 4.2% |
| Japan | 2.8% |
Where the Instagram audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Java | ~2M | 1.42× | |
| 02 | West Sumatra | ~300K | 1.28× | |
| 03 | Special Region of Yogyakarta | ~300K | 1.28× | |
| 04 | Aceh | ~300K | 1.28× | |
| 05 | North Sumatra | ~900K | 1.24× | |
| 06 | Central Java | ~1.5M | 1.19× | |
| 07 | West Java | ~2.5M | 1.17× | |
| 08 | Riau Islands | ~200K | 1.16× | |
| 09 | Riau | ~400K | 1.14× | |
| 10 | East Kalimantan | ~300K | 1.10× | |
| 11 | South Sulawesi | ~500K | 1.09× | |
| 12 | Lampung | ~300K | 1.09× | |
| 13 | Jakarta | ~1.5M | 1.08× | |
| 14 | Papua (province) | ~90K | 1.07× | |
| 15 | South Kalimantan | ~200K | 1.06× | |
| 16 | Jambi | ~200K | 1.05× | |
| 17 | Bangka-Belitung Islands | ~80K | 1.04× | |
| 18 | North Kalimantan | ~50K | 1.03× | |
| 19 | Banten | ~600K | 1.02× | |
| 20 | Maluku | ~70K | 0.98× | |
| 21 | Bengkulu | ~100K | 0.97× | |
| 22 | West Papua | ~40K | 0.97× | |
| 23 | South Sumatra | ~300K | 0.96× | |
| 24 | West Kalimantan | ~200K | 0.90× | |
| 25 | Southeast Sulawesi | ~100K | 0.90× | |
| 26 | Central Kalimantan | ~100K | 0.84× | |
| 27 | Central Sulawesi | ~100K | 0.83× | |
| 28 | East Nusa Tenggara | ~100K | 0.82× | |
| 29 | West Nusa Tenggara | ~100K | 0.80× | |
| 30 | West Sulawesi | ~40K | 0.74× | |
| 31 | Gorontalo (disambiguation)(2) | ~40K | 0.66× | |
| 32 | North Sulawesi | ~100K | 0.62× | |
| 33 | North Maluku | ~30K | 0.62× | |
| 34 | Bali | ~200K | 0.61× |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Web fiction | Literature | 1.66× | ||
| 02 | Arranged marriage | Kids & Family | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.84× | |
| Individualism | JOY | 0.65× | |
| Need for Security | CONSERVATISM | 0.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.26× | |
| Early Adopter Mentality | POWER | 0.29× | |
| Healthy Lifestyle | BALANCE | 0.30× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Instagram. 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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