A data profile of the people who buy, follow and care about Southeast Asia in Indonesia — modelled from more than twelve digital signal sources. Southeast Asia has an estimated audience of 12,737,031 people in Indonesia.
Southeast Asia has an estimated audience of 12,737,031 people in Indonesia. 45.3% are female, 54.7% are male, average age 34.7. Top brand affinities: WhatsApp, Slot machine, Online poker, Telegram, Baby food.
Top brand affinities include WhatsApp, Slot machine, Online poker, with strongest over-indexing on WhatsApp (1.68× the country average).
Demographically, the Southeast Asia audience skews balanced with an average age of 34.7, and over-indexes on personality traits such as Community Orientation, Travelling.
The typical Southeast Asia fan in Indonesia is balanced, around 34.7 years old, with strong Community Orientation tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Southeast Asia profile in Indonesia.
45.3% are female, 54.7% are male, average age 34.7.
| Metric | Value |
|---|---|
| Female | 45.3% |
| Male | 54.7% |
| Average age | 34.7 |
| Estimated audience size | 12,737,031 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 30% | |
| 30-39 | 22% | |
| 40-49 | 15% | |
| 50+ | 10% |
of the worldwide Southeast Asia audience comes from Indonesia.
| Country | Share |
|---|---|
| Indonesia | 9.5% |
| United States | 9.0% |
| Philippines | 8.0% |
The strongest cross-interests of the Southeast Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Slot machine | Games | 2.58× | ||
| 02 | Baby food | Kids & Family | 2.39× | ||
| 03 | Online poker | Games | 2.28× | ||
| 04 | FC Bayern Munich | Sports | 2.20× | ||
| 05 | Fashion show | Fashion & Accessoires | 2.10× | ||
| 06 | Coffee roasting | Food & Beverages | 2.06× | ||
| 07 | Telegram | Internet & Social Media | 2.05× | ||
| 08 | BTS | Music & Radio | 1.97× | ||
| 09 | Indonesian cuisine | Food & Beverages | 1.90× | ||
| 10 | Charity and causes | Business & Career | 1.81× | ||
| 11 | Massively multiplayer online games | Games | 1.77× | ||
| 12 | Ice cream | Food & Beverages | 1.76× | ||
| 13 | Viu (streaming media) | Movies & TV | 1.74× | ||
| 14 | Lottery | Games | 1.74× | ||
| 15 | Internet & Social Media | 1.68× | |||
| 16 | Lipstick | Beauty & Wellness | 1.68× | ||
| 17 | Sneaker collecting | Fashion & Accessoires | 1.65× | ||
| 18 | Pizza | Food & Beverages | 1.59× | ||
| 19 | Telkomsel | Technology & Electronics | 1.55× | ||
| 20 | Meat | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.43× | |
| Travelling | THRILL | 1.35× | |
| Early Adopter Mentality | POWER | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.87× | |
| Design Affinity | PREMIUM | 0.88× | |
| Extroversion | THRILL | 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 Southeast Asia. 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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