A data profile of the people who buy, follow and care about Smartphones in Indonesia — modelled from more than twelve digital signal sources. Smartphones has an estimated audience of 12,610,010 people in Indonesia.
The average Smartphones fan in Indonesia is 35.3 years old, more male, and lives primarily in West Java.
The audience is concentrated in West Java, East Java, Central Java.
Top brand affinities include Web fiction, Smart Battery, Mutya, with strongest over-indexing on Web fiction (1.5× the country average).
Demographically, the Smartphones audience skews more male with an average age of 35.3, and over-indexes on personality traits such as Risk Appetite, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 3 brand affinities and 34 regions tracked by Rascasse.
The typical Smartphones fan in Indonesia is more male, around 35.3 years old, with strong Risk Appetite tendencies and a notable affinity for Web fiction.
The key figures that characterise the Smartphones profile in Indonesia.
42.5% are female, 57.5% are male, average age 35.3.
| Metric | Value |
|---|---|
| Female | 42.5% |
| Male | 57.5% |
| Average age | 35.3 |
| Estimated audience size | 12,610,010 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 31% | |
| 30-39 | 23% | |
| 40-49 | 15% | |
| 50+ | 10% |
of the worldwide Smartphones audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 17.2% |
| India | 5.4% |
| Italy | 4.8% |
Where the Smartphones audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Sumatra | ~300K | 1.33× | |
| 02 | West Kalimantan | ~200K | 1.27× | |
| 03 | Central Kalimantan | ~100K | 1.16× | |
| 04 | Riau | ~300K | 1.15× | |
| 05 | South Sulawesi | ~400K | 1.13× | |
| 06 | West Sulawesi | ~60K | 1.12× | |
| 07 | South Sumatra | ~300K | 1.10× | |
| 08 | East Kalimantan | ~200K | 1.08× | |
| 09 | South Kalimantan | ~200K | 1.08× | |
| 10 | Riau Islands | ~100K | 1.07× | |
| 11 | Southeast Sulawesi | ~100K | 1.06× | |
| 12 | Papua (province) | ~80K | 1.03× | |
| 13 | Central Sulawesi | ~100K | 1.01× | |
| 14 | Bengkulu | ~100K | 1.01× | |
| 15 | Jambi | ~100K | 1.00× | |
| 16 | Maluku | ~60K | 0.99× | |
| 17 | West Papua | ~40K | 0.99× | |
| 18 | North Kalimantan | ~40K | 0.98× | |
| 19 | East Nusa Tenggara | ~100K | 0.97× | |
| 20 | Bangka-Belitung Islands | ~60K | 0.97× | |
| 21 | Gorontalo (disambiguation)(2) | ~50K | 0.97× | |
| 22 | North Sumatra | ~600K | 0.96× | |
| 23 | North Sulawesi | ~100K | 0.95× | |
| 24 | Lampung | ~200K | 0.94× | |
| 25 | Special Region of Yogyakarta | ~200K | 0.94× | |
| 26 | Central Java | ~1M | 0.91× | |
| 27 | North Maluku | ~40K | 0.91× | |
| 28 | Jakarta | ~900K | 0.89× | |
| 29 | East Java | ~1M | 0.88× | |
| 30 | Bali | ~200K | 0.87× | |
| 31 | West Nusa Tenggara | ~100K | 0.86× | |
| 32 | Banten | ~400K | 0.85× | |
| 33 | Aceh | ~100K | 0.85× | |
| 34 | West Java | ~1.5M | 0.75× |
The strongest cross-interests of the Smartphones audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Smart Battery | Technology & Electronics | 1.87× | ||
| 02 | Mutya | Music & Radio | 1.51× | ||
| 03 | Web fiction | Literature | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.98× | |
| Individualism | JOY | 0.55× | |
| Design Affinity | PREMIUM | 0.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.26× | |
| Healthy Lifestyle | BALANCE | 0.29× | |
| Travelling | THRILL | 0.30× |
Smartphones has an estimated audience of 12,610,010 people in Indonesia, concentrated in West Java and East Java.
42.5% of Smartphones fans are female, 57.5% are male, with an average age of 35.3 years.
Smartphones fans show strongest brand affinity for Web fiction (1.5×), Smart Battery (1.87×), and Mutya (1.51×) over the country average.
Smartphones fans in Indonesia are most concentrated in West Java (reach ~1.5M), East Java (reach ~1M), and Central Java (reach ~1M). These three regions account for the largest share of the active audience.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Smartphones. 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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