A data profile of the people who buy, follow and care about Novel in Indonesia — modelled from more than twelve digital signal sources. Novel has an estimated audience of 5,355,123 people in Indonesia.
Novel has an estimated audience of 5,355,123 people in Indonesia. 56.4% are female, 43.6% are male, average age 34.7. Top brand affinities: Traveloka, Hair products, Non-fiction books, Kebaya, Board games.
Top brand affinities include Traveloka, Hair products, Non-fiction books, with strongest over-indexing on Traveloka (1.99× the country average).
Demographically, the Novel audience skews more female with an average age of 34.7, and over-indexes on personality traits such as Career Orientation, Risk Appetite.
The typical Novel fan in Indonesia is more female, around 34.7 years old, with strong Career Orientation tendencies and a notable affinity for Traveloka.
The key figures that characterise the Novel profile in Indonesia.
56.4% are female, 43.6% are male, average age 34.7.
| Metric | Value |
|---|---|
| Female | 56.4% |
| Male | 43.6% |
| Average age | 34.7 |
| Estimated audience size | 5,355,123 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 32% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 10% |
of the worldwide Novel audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 17.5% |
| China | 7.2% |
| Japan | 6.8% |
The strongest cross-interests of the Novel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Non-fiction books | Literature | 2.43× | ||
| 02 | Board games | Games | 2.12× | ||
| 03 | Astro (Malaysian satellite television) | Movies & TV | 2.00× | ||
| 04 | Traveloka | Travel & Leisure | 1.99× | ||
| 05 | FamilyMart | Shopping | 1.87× | ||
| 06 | TV game shows | Movies & TV | 1.87× | ||
| 07 | Retail banking | Business & Career | 1.84× | ||
| 08 | Scholarship | Kids & Family | 1.84× | ||
| 09 | Allkpop | Music & Radio | 1.83× | ||
| 10 | Strategy games | Games | 1.81× | ||
| 11 | Energy drinks | Food & Beverages | 1.78× | ||
| 12 | Simulation games | Games | 1.73× | ||
| 13 | Online chat | Technology & Electronics | 1.65× | ||
| 14 | Fantasy movies | Movies & TV | 1.64× | ||
| 15 | Garuda Indonesia | Travel & Leisure | 1.61× | ||
| 16 | Kebaya | Fashion & Accessoires | 1.59× | ||
| 17 | Casino games | Games | 1.58× | ||
| 18 | Roblox | Games | 1.56× | ||
| 19 | Cash on delivery | Business & Career | 1.52× | ||
| 20 | Hair products | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.29× | |
| Risk Appetite | THRILL | 1.26× | |
| Early Adopter Mentality | POWER | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.86× | |
| Price Sensitivity | PREMIUM | 0.91× | |
| Creativity | OPEN | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Novel. 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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