A data profile of the people who buy, follow and care about Tea in Indonesia — modelled from more than twelve digital signal sources. Tea has an estimated audience of 7,589,752 people in Indonesia.
The average Tea fan in Indonesia is 34.9 years old, balanced, and lives primarily in West Java.
The audience is concentrated in West Java, Jakarta, East Java.
Top brand affinities include Web fiction, Carnation (brand), Coffee-Mate, with strongest over-indexing on Web fiction (1.53× the country average).
Demographically, the Tea audience skews balanced with an average age of 34.9, and over-indexes on personality traits such as Individualism, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 5 brand affinities and 34 regions tracked by Rascasse.
The typical Tea fan in Indonesia is balanced, around 34.9 years old, with strong Individualism tendencies and a notable affinity for Web fiction.
The key figures that characterise the Tea profile in Indonesia.
52.6% are female, 47.4% are male, average age 34.9.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 34.9 |
| Estimated audience size | 7,589,752 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 32% | |
| 30-39 | 22% | |
| 40-49 | 15% | |
| 50+ | 9% |
of the worldwide Tea audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 16.6% |
| Japan | 7.0% |
| China | 5.8% |
Where the Tea audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bali | ~400K | 2.74× | |
| 02 | Jakarta | ~1M | 1.75× | |
| 03 | Banten | ~400K | 1.35× | |
| 04 | Special Region of Yogyakarta | ~200K | 1.28× | |
| 05 | East Nusa Tenggara | ~100K | 1.24× | |
| 06 | Riau Islands | ~100K | 1.21× | |
| 07 | South Kalimantan | ~100K | 1.05× | |
| 08 | South Sulawesi | ~200K | 1.04× | |
| 09 | Central Kalimantan | ~60K | 1.04× | |
| 10 | North Sulawesi | ~80K | 1.03× | |
| 11 | West Kalimantan | ~100K | 0.99× | |
| 12 | West Nusa Tenggara | ~90K | 0.99× | |
| 13 | West Java | ~1M | 0.97× | |
| 14 | North Kalimantan | ~20K | 0.96× | |
| 15 | South Sumatra | ~200K | 0.95× | |
| 16 | East Kalimantan | ~100K | 0.95× | |
| 17 | Southeast Sulawesi | ~50K | 0.94× | |
| 18 | Bangka-Belitung Islands | ~40K | 0.94× | |
| 19 | West Sulawesi | ~30K | 0.94× | |
| 20 | West Papua | ~20K | 0.94× | |
| 21 | East Java | ~800K | 0.93× | |
| 22 | Gorontalo (disambiguation)(2) | ~30K | 0.93× | |
| 23 | North Sumatra | ~300K | 0.91× | |
| 24 | Central Sulawesi | ~60K | 0.91× | |
| 25 | Papua (province) | ~40K | 0.91× | |
| 26 | Maluku | ~30K | 0.91× | |
| 27 | Bengkulu | ~50K | 0.90× | |
| 28 | Jambi | ~80K | 0.89× | |
| 29 | Riau | ~200K | 0.88× | |
| 30 | North Maluku | ~20K | 0.88× | |
| 31 | Central Java | ~600K | 0.87× | |
| 32 | Aceh | ~90K | 0.86× | |
| 33 | Lampung | ~100K | 0.82× | |
| 34 | West Sumatra | ~100K | 0.81× |
The strongest cross-interests of the Tea audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Coffee-Mate | Food & Beverages | 1.71× | ||
| 02 | Carnation (brand) | Food & Beverages | 1.57× | ||
| 03 | Web fiction | Literature | 1.53× | ||
| 04 | Rice huller | Topic | 1.52× | ||
| 05 | Ice cream soda | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.92× | |
| Risk Appetite | THRILL | 0.91× | |
| Need for Security | CONSERVATISM | 0.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.37× | |
| Travelling | THRILL | 0.43× | |
| Early Adopter Mentality | POWER | 0.49× |
Tea has an estimated audience of 7,589,752 people in Indonesia, concentrated in West Java and Jakarta.
52.6% of Tea fans are female, 47.4% are male, with an average age of 34.9 years.
Tea fans show strongest brand affinity for Web fiction (1.53×), Carnation (brand) (1.57×), and Coffee-Mate (1.71×) over the country average.
Tea fans in Indonesia are most concentrated in West Java (reach ~1M), Jakarta (reach ~1M), and East Java (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Tea itself, the audience over-indexes on Carnation (brand) (1.57×), Coffee-Mate (1.71×), Rice huller (1.52×), and Ice cream soda (1.52×) 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 Tea. 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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