A data profile of the people who buy, follow and care about Sumatra in Indonesia — modelled from more than twelve digital signal sources. Sumatra has an estimated audience of 3,170,857 people in Indonesia.
Sumatra has an estimated audience of 3,170,857 people in Indonesia. 46.0% are female, 54.0% are male, average age 34.2. Top brand affinities: Traveloka, Bank Negara Indonesia, Travel Blogger, Radio, FamilyMart.
Top brand affinities include Traveloka, Bank Negara Indonesia, Travel Blogger, with strongest over-indexing on Traveloka (1.87× the country average).
Demographically, the Sumatra audience skews balanced with an average age of 34.2, and over-indexes on personality traits such as Spirituality, Tradition.
The typical Sumatra fan in Indonesia is balanced, around 34.2 years old, with strong Spirituality tendencies and a notable affinity for Traveloka.
The key figures that characterise the Sumatra profile in Indonesia.
46.0% are female, 54.0% are male, average age 34.2.
| Metric | Value |
|---|---|
| Female | 46.0% |
| Male | 54.0% |
| Average age | 34.2 |
| Estimated audience size | 3,170,857 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 31% | |
| 30-39 | 22% | |
| 40-49 | 14% | |
| 50+ | 9% |
of the worldwide Sumatra audience comes from Indonesia.
| Country | Share |
|---|---|
| Indonesia | 45.8% |
| Malaysia | 16.9% |
| United States | 4.1% |
The strongest cross-interests of the Sumatra audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | GitHub | Internet & Social Media | 1.96× | ||
| 02 | Traveloka | Travel & Leisure | 1.87× | ||
| 03 | Bank Negara Indonesia | Business & Career | 1.87× | ||
| 04 | OPPO | Technology & Electronics | 1.87× | ||
| 05 | Radio | Technology & Electronics | 1.85× | ||
| 06 | Astro (Malaysian satellite television) | Movies & TV | 1.81× | ||
| 07 | Travel Blogger | Travel & Leisure | 1.80× | ||
| 08 | Buddhism | Health | 1.72× | ||
| 09 | CIMB | Business & Career | 1.72× | ||
| 10 | NASDAQ | Business & Career | 1.67× | ||
| 11 | romantic comedies | Movies & TV | 1.67× | ||
| 12 | Maybank | Business & Career | 1.66× | ||
| 13 | Self-love | Health | 1.66× | ||
| 14 | Lottery | Games | 1.65× | ||
| 15 | Garuda Indonesia | Travel & Leisure | 1.63× | ||
| 16 | FamilyMart | Shopping | 1.61× | ||
| 17 | Scholarship | Kids & Family | 1.60× | ||
| 18 | Hinduism | Politics & Society | 1.54× | ||
| 19 | Allkpop | Music & Radio | 1.52× | ||
| 20 | Cholesterol | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.49× | |
| Tradition | CONSERVATISM | 1.35× | |
| Need for Security | CONSERVATISM | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.69× | |
| Mindfulness | BALANCE | 0.73× | |
| Pet Ownership | JOY | 0.75× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Sumatra. 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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