A data profile of the people who buy, follow and care about Milk in Indonesia — modelled from more than twelve digital signal sources. Milk has an estimated audience of 5,469,770 people in Indonesia.
The average Milk fan in Indonesia is 32.5 years old, more female, and lives primarily in West Nusa Tenggara.
The audience is concentrated in West Nusa Tenggara, West Java, East Java.
Top brand affinities include Persib Bandung, Real Madrid C.F., Tokopedia, with strongest over-indexing on Persib Bandung (1.77× the country average).
Demographically, the Milk audience skews more female with an average age of 32.5, and over-indexes on personality traits such as Spirituality, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical Milk fan in Indonesia is more female, around 32.5 years old, with strong Spirituality tendencies and a notable affinity for Persib Bandung.
The key figures that characterise the Milk profile in Indonesia.
62.3% are female, 37.7% are male, average age 32.5.
| Metric | Value |
|---|---|
| Female | 62.3% |
| Male | 37.7% |
| Average age | 32.5 |
| Estimated audience size | 5,469,770 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 34% | |
| 30-39 | 20% | |
| 40-49 | 11% | |
| 50+ | 7% |
of the worldwide Milk audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 19.3% |
| Italy | 5.3% |
| Brazil | 4.8% |
Where the Milk audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Nusa Tenggara | ~1M | 14.31× | |
| 02 | Bali | ~100K | 1.11× | |
| 03 | West Papua | ~20K | 0.91× | |
| 04 | West Sulawesi | ~20K | 0.89× | |
| 05 | Gorontalo (disambiguation)(2) | ~20K | 0.88× | |
| 06 | North Kalimantan | ~10K | 0.87× | |
| 07 | Special Region of Yogyakarta | ~80K | 0.85× | |
| 08 | Bangka-Belitung Islands | ~20K | 0.84× | |
| 09 | Central Kalimantan | ~40K | 0.83× | |
| 10 | North Maluku | ~20K | 0.83× | |
| 11 | Papua (province) | ~30K | 0.82× | |
| 12 | Maluku | ~20K | 0.81× | |
| 13 | North Sulawesi | ~50K | 0.80× | |
| 14 | Bengkulu | ~30K | 0.79× | |
| 15 | West Kalimantan | ~60K | 0.78× | |
| 16 | Southeast Sulawesi | ~30K | 0.76× | |
| 17 | East Kalimantan | ~70K | 0.75× | |
| 18 | South Kalimantan | ~50K | 0.74× | |
| 19 | Riau Islands | ~40K | 0.74× | |
| 20 | Central Sulawesi | ~40K | 0.74× | |
| 21 | Jambi | ~40K | 0.72× | |
| 22 | East Nusa Tenggara | ~40K | 0.69× | |
| 23 | Riau | ~90K | 0.67× | |
| 24 | Lampung | ~70K | 0.66× | |
| 25 | Jakarta | ~300K | 0.65× | |
| 26 | South Sulawesi | ~100K | 0.65× | |
| 27 | Banten | ~100K | 0.64× | |
| 28 | South Sumatra | ~90K | 0.64× | |
| 29 | West Sumatra | ~60K | 0.63× | |
| 30 | Aceh | ~50K | 0.62× | |
| 31 | Central Java | ~300K | 0.58× | |
| 32 | North Sumatra | ~100K | 0.57× | |
| 33 | East Java | ~300K | 0.56× | |
| 34 | West Java | ~400K | 0.51× |
The strongest cross-interests of the Milk audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Toko Baju | Shopping | 2.63× | ||
| 02 | Tunic | Fashion & Accessoires | 2.26× | ||
| 03 | Bawal | Fashion & Accessoires | 2.21× | ||
| 04 | Kebaya | Fashion & Accessoires | 2.10× | ||
| 05 | Shawl | Fashion & Accessoires | 2.02× | ||
| 06 | TIMNAS INDONESIA | Sports | 1.97× | ||
| 07 | Scarf | Fashion & Accessoires | 1.97× | ||
| 08 | Traveloka | Travel & Leisure | 1.95× | ||
| 09 | Outfit of the day | Fashion & Accessoires | 1.90× | ||
| 10 | Indomaret | Food & Beverages | 1.87× | ||
| 11 | Inter Milan | Sports | 1.82× | ||
| 12 | Persija Jakarta | Sports | 1.78× | ||
| 13 | Persib Bandung | Sports | 1.77× | ||
| 14 | Tokopedia | Shopping | 1.74× | ||
| 15 | Manchester City F.C. | Sports | 1.70× | ||
| 16 | Real Madrid C.F. | Sports | 1.55× | ||
| 17 | FIFA World Cup | Sports | 1.55× | ||
| 18 | FC Barcelona | Sports | 1.51× | ||
| 19 | Manchester United F.C. | Sports | 1.50× | ||
| 20 | Bali | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 2.53× | |
| Travelling | THRILL | 2.02× | |
| Early Adopter Mentality | POWER | 1.89× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.87× | |
| Patriotism | CONSERVATISM | 0.94× | |
| Social Media Usage | JOY | 1.15× |
Milk has an estimated audience of 5,469,770 people in Indonesia, concentrated in West Nusa Tenggara and West Java.
62.3% of Milk fans are female, 37.7% are male, with an average age of 32.5 years.
Milk fans show strongest brand affinity for Persib Bandung (1.77×), Real Madrid C.F. (1.55×), and Tokopedia (1.74×) over the country average.
Milk fans in Indonesia are most concentrated in West Nusa Tenggara (reach ~1M), West Java (reach ~400K), and East Java (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Milk itself, the audience over-indexes on Real Madrid C.F. (1.55×), Tokopedia (1.74×), Manchester United F.C. (1.5×), and Persija Jakarta (1.78×) 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 Milk. 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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