A data profile of the people who buy, follow and care about Non-fiction books in Indonesia — modelled from more than twelve digital signal sources. Non-fiction books has an estimated audience of 2,892,373 people in Indonesia.
The average Non-fiction books fan in Indonesia is 36.0 years old, balanced, and lives primarily in West Java.
The audience is concentrated in West Java, Jakarta, East Java.
Top brand affinities include Heavy metal music, Plays, Fiction books, with strongest over-indexing on Heavy metal music (2.85× the country average).
Demographically, the Non-fiction books audience skews balanced with an average age of 36.0, and over-indexes on personality traits such as Individualism, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical Non-fiction books fan in Indonesia is balanced, around 36.0 years old, with strong Individualism tendencies and a notable affinity for Heavy metal music.
The key figures that characterise the Non-fiction books profile in Indonesia.
51.4% are female, 48.6% are male, average age 36.0.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 36.0 |
| Estimated audience size | 2,892,373 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 30% | |
| 30-39 | 23% | |
| 40-49 | 17% | |
| 50+ | 10% |
of the worldwide Non-fiction books audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 16.6% |
| Japan | 8.0% |
| India | 5.1% |
Where the Non-fiction books audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Jakarta | ~300K | 1.41× | |
| 02 | Banten | ~100K | 1.27× | |
| 03 | Maluku | ~10K | 1.07× | |
| 04 | North Sulawesi | ~30K | 1.05× | |
| 05 | Southeast Sulawesi | ~20K | 1.04× | |
| 06 | Bali | ~60K | 1.02× | |
| 07 | West Nusa Tenggara | ~40K | 1.02× | |
| 08 | Jambi | ~30K | 1.02× | |
| 09 | Riau Islands | ~30K | 1.01× | |
| 10 | Central Sulawesi | ~30K | 1.01× | |
| 11 | Central Kalimantan | ~20K | 1.01× | |
| 12 | Bangka-Belitung Islands | ~10K | 1.01× | |
| 13 | North Maluku | ~10K | 1.01× | |
| 14 | Papua (province) | ~20K | 1.00× | |
| 15 | Gorontalo (disambiguation)(2) | ~10K | 1.00× | |
| 16 | West Sulawesi | ~10K | 1.00× | |
| 17 | West Papua | ~9K | 1.00× | |
| 18 | North Kalimantan | ~9K | 1.00× | |
| 19 | East Kalimantan | ~50K | 0.99× | |
| 20 | Aceh | ~40K | 0.99× | |
| 21 | South Kalimantan | ~40K | 0.99× | |
| 22 | East Nusa Tenggara | ~30K | 0.99× | |
| 23 | Bengkulu | ~20K | 0.99× | |
| 24 | West Sumatra | ~50K | 0.98× | |
| 25 | West Kalimantan | ~40K | 0.98× | |
| 26 | South Sumatra | ~70K | 0.97× | |
| 27 | Riau | ~70K | 0.97× | |
| 28 | Lampung | ~60K | 0.97× | |
| 29 | Special Region of Yogyakarta | ~50K | 0.97× | |
| 30 | South Sulawesi | ~80K | 0.96× | |
| 31 | North Sumatra | ~100K | 0.93× | |
| 32 | Central Java | ~200K | 0.86× | |
| 33 | West Java | ~400K | 0.85× | |
| 34 | East Java | ~300K | 0.85× |
The strongest cross-interests of the Non-fiction books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Plays | Literature | 3.40× | ||
| 02 | Mystery fiction | Literature | 3.23× | ||
| 03 | Country music | Music & Radio | 3.21× | ||
| 04 | Heavy metal music | Music & Radio | 2.85× | ||
| 05 | Romance novels | Literature | 2.74× | ||
| 06 | Magazines | Literature | 2.53× | ||
| 07 | Novel | Literature | 2.43× | ||
| 08 | Bollywood movies | Movies & TV | 2.42× | ||
| 09 | Fiction books | Literature | 2.40× | ||
| 10 | Card games | Games | 2.23× | ||
| 11 | Electronic music | Music & Radio | 2.15× | ||
| 12 | Books | Literature | 1.99× | ||
| 13 | Thriller movies | Movies & TV | 1.95× | ||
| 14 | Rock music | Music & Radio | 1.89× | ||
| 15 | Anime movies | Movies & TV | 1.89× | ||
| 16 | Music videos | Music & Radio | 1.84× | ||
| 17 | Horror movies | Movies & TV | 1.80× | ||
| 18 | Action movies | Movies & TV | 1.78× | ||
| 19 | Comedy movies | Movies & TV | 1.75× | ||
| 20 | Pop music | Music & Radio | 1.66× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.54× | |
| Patriotism | CONSERVATISM | 1.07× | |
| Social Media Usage | JOY | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.65× | |
| Travelling | THRILL | 0.66× | |
| Indulgence | JOY | 0.67× |
Non-fiction books has an estimated audience of 2,892,373 people in Indonesia, concentrated in West Java and Jakarta.
51.4% of Non-fiction books fans are female, 48.6% are male, with an average age of 36.0 years.
Non-fiction books fans show strongest brand affinity for Heavy metal music (2.85×), Plays (3.4×), and Fiction books (2.4×) over the country average.
Non-fiction books fans in Indonesia are most concentrated in West Java (reach ~400K), Jakarta (reach ~300K), and East Java (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Non-fiction books itself, the audience over-indexes on Plays (3.4×), Fiction books (2.4×), Romance novels (2.74×), and Music videos (1.84×) 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 Non-fiction 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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